Experience
Marketing Strategy Director
BrandMuscle | 2022 - 2023
BrandMuscle supports corporate brands with local channel execution—both digital and traditional.
· Drove demand generation through prioritized, integrated marketing plans leveraging account-based marketing strategies along with traditional tactics. Oversaw the refinement of media mix and marketing attribution models to optimize resource allocation and drive growth. Defined and owned KPIs, tracked performance metrics, and iterated quickly to optimize.
· Built dynamic marketing plans for brands such as Liberty Tax, Cabinetworks, and Chamberlain. Based on the client’s goals, corporate agenda, and local channel needs, partnered with internal stakeholders to ensure smooth, clear communication and problem-solved issues before they could fester.
Senior Marketing Director
Bastyr University | 2020 - 2022
Bastyr University (and its teaching clinics) is a nonprofit, private university at the forefront of developing natural health arts and sciences leaders.
· Revamped the school’s (and its clinics) branding across messaging, voice, and design. This included updating their mission, vision, and value proposition using the StoryBrand™ framework. Initiated and gave art direction for an in-house brand website that logos, colors, templates, and more to make sure every customer touchpoint was clear, concise, and consistent.
· Initiated marketing strategies to improve institutional revenue streams. Strengthened team planning, content creation, communication channels, and martech stack analytics. Led a department of five and a budget of $600,000.
· Launched inbound marketing—across social media, advertising, emails, landing pages, websites, and SEO—to engage different target audiences in moving through the marketing funnel of awareness, consideration, and conversion.
Marketing Director
BDA, Inc. | 2016 - 2020
BDA is a $650 million global B2B advertising agency servicing the Fortune 500 and every major U.S. sports league. Capabilities include promotional solutions like licensed bobblehead products (as seen in the poster to the right).
· Built ground-floor martech stack across social media, advertising, emails, landing pages, and websites. Example: Produced an award-winning website and a supply chain video that helped improve sales 19%.
· Wrote and executed annual marketing plans outlining key initiatives, long-term objectives, resource allocation, budget analysis, and work-back timelines to support brands such as Ford, Georgia-Pacific, FedEx, NFL, Corona, and more. Developed sales tools and managed omnichannel platforms to communicate BDA’s value proposition targeting industry verticals. Led a team of four and a $500,000 budget.
· Upgraded brand identity to increase recognition, differentiation, and customer connection. Developed a comprehensive brand book to enhance BDA’s story across all client touchpoints such as brochures, social media, facilities, decks, and merchandising.
Segment Marketing Manager
T-Mobile | 2012 - 2013
Of the big four telecommunication carriers, T-Mobile was at the bottom. So they decided to be disruptive and rip-up annual consumer contracts (per the ad to the right).
· Promoted T-Mobile’s B2C and B2B mobile internet products and services. Defined key objectives and partnered with internal teams (i.e., Creative, Brand, Research, Go-To-Market, PR, Events, Legal) to guide campaigns across email, SEM, SMS, and social.
· Discovered T-Mobile had a 2.6% B2C share but through market research learned that 42% of T-Mobile’s handheld base was interested in mobile broadband. With cross-functional team support, executed CRM campaigns across email, text, and banner ads. Within 9 months, market share increased 85%.
· Authored and orchestrated a B2B marketing plan using research, segmentation, and targeting. Increased B2B sales 34%, share 35%, and reduced churn 53%.
Communications Director
Meyer Corporation | 2008 - 2011
Meyer Corporation is a $425 million culinary CPG company—the second-largest manufacturer of cookware in the world.
· Championed Meyer’s brand marketing DTC programs across seven brands. In supporting the company’s 26% growth, was promoted twice. Supervised my team and multiple agencies across both traditional (i.e., advertising, PR, retail, and events) and digital (i.e., web, social, email, and apps) platforms. Pitched and received approval to execute a $5 million annual budget.
· Repositioned Circulon, a $70 million brand that had flat sales two years in a row. Based on consumer insight, a new narrative called Cook Great – Look Great with Circulon was communicated across multiple platforms in promoting healthy food and cooking. Within two years, sales rose 14%.
· Oversaw all facets of maintaining seven branded websites including SEO and SEM. Developed dashboard metrics to understand how to move consumers through the eCommerce funnel. Increased sales 31% by supervising the company’s re-launch of its online store, PotsandPans.com.