MARKETING EXECUTIVE
COMPREHENSIVE MARKETING EXPERTISE
MARKETING PLANNING
Mapping out an annual plan results in marketing aligned to objectives and drives coordination and collaboration across all marketing channels. I was nominated as one of the top 3 marketing planners worldwide from leading marketing planning for the company's largest market. I've led marketing teams with over 100 people to plan out a full year of marketing strategies and initiatives with a focus on objectives, alignment to company goals, insights, and optimization - all aligned to budget.
BRANDING
Branding distinguishes yourself from the competitors and clarifies what it is you offer that makes you the better choice. I've onboarded new brands, merged brands, discontinued brands, created brand guidelines (logos, imagery, copy, and positioning), developed brand strategies, conducted brand testing to identify key differentiators, and ensured marketing tactics are aligned to brand guidelines.
CREATIVE
SERVICES
In-house or external agency? I've managed both! I've built new in-house creative service departments to help 10+ brands with designers and project managers located throughout North America. I've managed ideation sessions, briefs, priorities, deadlines, brand compliance, and on-time delivery - while also helping designers take on "stretch" assignments for their personal growth.
INTEGRATED MARKETING
Integrated marketing gives companies a competitive edge since their marketing is cohesive and more impactful. I've established new Integrated Marketing departments and the strategy to create omni-channel, 360-degree campaigns with consistent messaging and a unified brand experience across all channels. This is accomplished with marketing objectives, customer journeys, channel alignment (blog, web, paid media, email, sales, retail, distributor, etc.), and continual optimization.
CUSTOMER JOURNEYS
A customer journey defines the steps of converting a target to a customer and ultimately a brand promoter. I coach teams on the strategy of building cohesive journeys with integrated touch points including retargeting and nurtures to move audiences through a funnel to accomplish the objective.
DIGITAL MARKETING
There are many advantages to using digital marketing including better cost efficiency and more performance data to use for optimization. I've led the strategy and execution of integrated digital campaigns including the development of web pages, updating navigation experiences, planning web resources for upcoming quarters, and testing online experiences. I've also led paid media - reviewing media plans, creating ads, reviewing results, and optimizing campaigns.
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 currently lead the email strategy including email planning, nurtures, triggers, retargeting, A/B testing and creating preference centers. I also manage the email CoE (Center of Excellence) to manage the emails of multiple companies.
PRODUCT MARKETING
Product marketing is an important role for every company whether you're selling a product, program or service. 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
Paid media allows you to increase traffic, sales, brand awareness, and conversions. I work 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. An essential part of paid media is pixel tagging; I've also led the tagging and prioritization of all media pixels so we can measure performance.
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 lead campaigns focused on generating leads for the business, and I work closely with sales and inside sales teams to create scoring models so they know which leads to focus on first.
MARKET RESEARCH
Market research helps you better understand the best solutions for your target, identify customer demand, detect more 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 with NPS studies, brand studies, focus groups, online surveys, and voice of the customer insights to use for product development, roadmaps, and positioning.
DISTRIBUTOR AND RETAIL MARKETING
From distributors to retail, I've created the channel marketing plan to drive sales for Company partners. I've developed the channel enablement strategy with a planning calendar and field activation plan; I've developed the promotion and training plan for all counter sales and retail leads; and I've 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 1. a $25M budget for North America with 18 budget owners and 50 budget lines, 2. a $12M budget covering all spend for a digital marketing team, and 3. a $15M paid media budget.
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, when they will receive it and how often. 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.