MARKETING EXECUTIVE
COMPREHENSIVE MARKETING EXPERTISE
MARKETING PLANNING
Creating a marketing plan ensures the department's work is aligned to objectives and priorities. I've led marketing teams with over 100 people to plan out a full year of marketing strategies and initiatives with a focus on priorities, alignment to company goals, insights, and budget.
BRANDING
Branding distinguishes yourself from the competitors and communicates why you are the preferred choice. I've onboarded new brands, merged brands, created brand guidelines, developed brand strategies, conducted brand testing.
CREATIVE
SERVICES
I've managed both in-house or external creative agencies. I built a new in-house creative service department to help 10+ brands, and I've managed ideation sessions, briefs, priorities, deadlines, and brand compliance - while also helping designers take on "stretch" assignments for their personal growth.
INTEGRATED MARKETING
Integrated marketing gives companies a competitive edge since all marketing works together to achieve objectives. I've built a new Integrated Marketing department at a company, as well as the strategy to create omni-channel, 360-degree campaigns with consistent messaging and a unified brand experience across all channels.
CUSTOMER JOURNEYS
A customer journey defines the experience which leads to a conversion (or other goal). I coach teams on the strategy of building cohesive journeys with integrated touch points including retargeting and nurtures to move a target audience through a funnel to accomplish the objective.
WEB EXPERIENCE
I've led the strategy and development of web pages to help drive conversions (leads, downloads, sign ups, etc.). I've also planned web resources for upcoming quarters and created A/B testing plans to help identify which experience accomplishes the goal.
EMAIL MARKETING
Email marketing allows you to stay in touch with customers and website visitors, and keep existing contacts up-to-date on new products and programs. I achieved best-in-class email metrics with an email strategy that includes planning, nurtures, triggers, retargeting, A/B testing and creating preference centers for multiple brands.
PRODUCT MARKETING
I've led roadmaps, marketing, positioning, product development, packaging and launches for a billion dollar product line featured in major retailers; I've also collaborated with product managers to create campaigns and creative for their product categories.
PAID MEDIA
I've led multi-million dollar media plans and have worked with paid media agencies to develop the strategy and execution based on objectives and budget for all marketing campaigns. We use analytics and A/B testing for continual optimization, evaluating on a daily, weekly or monthly basis depending on campaign size and goals.
LEAD GENERATION & LEAD SCORING
High-quality prospects result in high-value customers which grow your business! Understanding which leads are more likely to convert saves sales teams time which improves your bottom line. I have worked closely with sales and inside sales teams to create scoring models so they know which leads to focus on first.
MARKET RESEARCH
Outside-in thinking helps you better understand the best solutions, identify customer demand, detect business opportunities, see what detracts from your brand, plan the best marketing campaign, and keep track of the competition. I've led teams focused on uncovering answers for all of these questions plus NPS, brand studies, focus groups, online surveys, and voice of the customer insights.
DISTRIBUTOR AND RETAIL MARKETING
I've created channel marketing plans to drive sales. I've developed the channel enablement strategy with a planning calendar and field activation plan; a promotion and training plan for all counter sales and retail leads; and collaborated with field sales to create regional marketing, promotional and demand-generating strategies.
BUDGET MANAGEMENT
Tracking marketing spend is important for every marketing campaign, project or initiative. I have been responsible for a variety of budgets including managing a full marketing budget of $25M and a department budget of $12M.
COMMUNICATION PLANS
A communication plan identifies how important information will be delivered to an audience including who will receive the communication, how they will receive it, and when they will receive it. I've led the communication strategy for large, medium and small campaigns with agreement on execution timing and deliverables across all channels such as email, social, paid media, web, etc.