STRATEGIC MARKETING DIRECTOR, BRANDS, DIGITAL
Marketing brand strategist with an entrepreneurial spirit and nearly 20 years of CPG / B2B experience seeks to share skills and wisdom with a company in the USA, after enjoying three years directing digital marketing and communications for Eurasia-based clients.
Throughout my career as a creative and innovative Brand Marketing Director, I have succeeded in a range of leadership roles encompassing rapid growth businesses and established multi-million-dollar corporations with equal impact on brand vision and target market engagement. Some of the core competencies and personal attributes that allow me to add value include the following:
Outstanding ability to balance creative, operational, and financial aspects of brand management, product development, and marketing activities.
Talented marketing strategist with a history of leveraging social media platforms to drive engagement and brand activation.
Key decision-maker within the business, trusted by C-level executives to steward high-value budgets and manage cross-functional teams.
Able to lead projects and execute impactful events with input into all phases of the end-to-end lifecycle from inception to delivery in consultation with numerous internal and external partners.
DIGITAL MARKETING EXPERT
Social strategizer to include a cohesive plan, content written with creative designs and photos, SEM (SEO, Google Ads, Paid Search), CRO, and ongoing analytics
Email Marketing targeted for the audience, on-brand and reinforces messaging
Websites and microsites with UX/UI ensure usability, on-brand messaging, and attainable goals
Copywriting targeted for SEO and/or CRO, content writing, copyediting, and proofreading to ensure cross-media marketing campaigns maintain consistent voice/tone among different target audiences
Content writing for social media, websites, blogs (ghostwriting), internal and external communications
Product and sales materials (with legal compliance), advertising materials, scripts, speeches, radio copy, press releases
Packaging copy, on-brand minding legal/compliance
Creative, analytical, with a forward-thinking vision
Uses tools to ensure clear communication, manage team, schedule, budget, resources, expectations
Expert communicator, decision-maker, collaborator, organized and thick-skinned
Experienced in graphic design, print production, videography and have collected a trusted network of freelancers to assist, as needed
DIRECTOR/LEAD CONSULTANT - STRATEGIC MARKETING & COMMUNICATIONS,
June 2018 - Present
In my current capacity, I collaborate with a diverse client portfolio to provide visionary leadership and creative input for brand, digital, and product marketing activities. I oversee communications strategy with a mandate to align client operations with industry best practice standards. Some highlights in this role to date include the following:
Exceptional track record of delivering revenue growth and brand penetration in complex markets for a global client base.
Leveraged innovative social media strategies and creative acumen to drive engagement across a range of platforms and successfully increased follower numbers by up to 350%.
Used copywriting skills to optimize campaigns based on SEO/CRO principles for digital marketing (blog/website/email) and designed impactful consumer products packaging based on high-level commercial objectives and analytical research.
Designed brand identity packs encompassing logos, style guides and marketing collateral to achieve brand activation goals.
CHANNEL MARKETING MANAGER +
MARKETING MANAGER, CONSUMER PRODUCTS/ DISTRIBUTORS,
FARMER BROS COFFEE
October 2016 - June 2018
Channel Marketing Manager, 02/2018 – 06/2018
Marketing Manager – Consumer Products/Distributors, 10/2016 – 02/2018
I conceptualized and deployed innovative campaigns across digital and traditional channels to enable sales growth for a suite of coffee, tea, and spice products. I developed lucrative relationships with key channel partners, distributors, and high-value clients encompassing sectors such as Branded CPG, Coffeehouse, Hotel/Hospitality, Gaming, and Education. Highlights included:
Exceeded all expectations on a mission critical training video project involving the creation of a mock c-store in a warehouse setting for a global c-store distributor.
Negotiated a full tea and coffee contract with a VIP client in the Hotel/Gaming sector and expanded the partnership from an initial single product/cafe RFP with 28x revenue attainment.
Maintained a portfolio of over 20 distributors and rolled out a pioneering specialty coffee program for the distribution channel with 15% initial contracts.
Conducted sales enablement activities such as the creation of a tiered tea products program to drive channel revenue.
Evaluated existing packaging and re-tooled Go-to-Market strategies for 4+ CPG lines using valuable blend of commercial awareness, market knowledge, and creativity.
Collaborated with the VP of Sales to prepare and present a winning pitch for over 1000 placements across six branded product lines, representing additional revenue of $1.7M.
Took a data-driven approach to decision-making using sources such as Nielsen, IRI, SPINS + Catalina, FSI, promotional events, and sales receipts.
Trained and mentored staff (coffee, sales, marketing) to assemble a resilient and passionate team.
Delivered productivity by streamlining internal processes including a reduction in cross-functional team meetings from over four hours to under 15 minutes per month.
Held accountability for China Mist brand social media, eCommerce, and email marketing campaigns to November 2017.
CHINA MIST BRANDS
October 2005 - Oct 2016
Full time on-site through August 2011
Contract employee (remotely from California) through October 2016
I played a key role in the growth and development of this company from $3M to $5M prior to its acquisition by Farmer Brothers (see role above) in 2016. I was chosen as the only employee to work on-site with Farmer Brothers post-acquisition due to the indispensable nature of contributions to the brand. Achievements included the following:
Created and implemented engaging and impactful marketing strategies and campaigns for a range of specialty beverage teas involving the establishment of a robust distribution and channel partner network.
Ensured that product marketing efforts were calibrated for both foodservice and CPG channels.
Reported directly to the Presiden/CEO having been trusted as a key decision-maker with full budgetary accountability.
Led multi-functional teams to achieve objectives such as the transformation of China Mist into a cult-favorite brand.
Tracked and analyzed consumer interaction with the brand to provide marketing insights and inform product development.
Acted as the creative force behind the brand and supported sales teams in the achievement of revenue quotas.
Managed over 15 Key National accounts encompassing QSR, Foodservice, Hospitality, and Retail Grocery.
Fostered collaborative relationships with a global network of 30+ distribution partners.
Made significant contributions to the design of RTD Tea Line that went on to win three packaging and flavor awards.
Developed a presence at trade shows and negotiated unpaid advertisements and sponsorship deals to extend brand reach.
Designed targeted marketing campaigns across social media, traditional media, PR events, and community activations.
Oversaw all aspects of eCommerce including website content creation based on evolving customer trends.
MACAYO’S MEXICAN KITCHEN
September 2003 - October 2005
I supported senior members of the Marketing team with input into several core projects including website design, copywriting, PR, campaign delivery, and multi-channel advertising. Some accomplishments in this position included:
Worked with cross-functional colleagues to design restaurant menus for three brands including seasonal menus and bi-annual promotional menus using excellent copywriting and design skills.
Handled PR for the business with responsibility for drafting press releases, conducting media interviews, and recording impactful voiceovers for radio advertisements.
Provided comprehensive guidance for 13 restaurant locations focusing on the development and launch of special marketing events, and also led preparations for a major annual event including budgetary accountability.
Contributed to a major overhaul of the company website involving UI design and copywriting.
BACHELOR OF ARTS
IN JOURNALISM ADVERTISING, MARKETING
UNIV. OF NORTH TEXAS
Gamma Beta Phi Honors
Fraternity Treasurer, 2000-2002
MASTERS IN BUSINESS ADMINISTRATION
TARLETON STATE UNIVERSITY
FOUNDATIONS OF TEA LEVELS 1 AND 2,
SPECIALTY TEA INSTITUTE
"Don't let the noise of others' opinions drown out your own inner voice."