Performance-driven marketing executive with a proven record of making brands more relevant to consumers through strategic branding & marketing resulting in higher sales conversion.
Recognized for innovative approaches to listening to key stakeholders; understanding the customer; analyzing the business challenges; generating positive ROI; and inspiring teammates to act.
Sr. Director, Field Marketing
The Marketing Arm
(Jun 2019 – Present)
SALES CONVERSION: Extend the national brand strategy & value proposition for the US Army client down to key markets while leveraging segmentation data to ensure locally relevant messaging & call to actions resulting in the client achieving the recruiting mission in nine of the last 10 years.
LEADERSHIP & ACCOUNTABILITY: Manage local marketing P&L including $40MM working media budget and team of 40+ across six regional offices supporting the US Army recruiting mission.
DIGITAL PERFORMANCE: Led transition to digital-first marketing approach (SEO, display, video, social, content, email, SMS) anchored by face-to-face events.
- Generated 136,000+ marketing qualified leads & 2MM+ digital engagements YTD
- Developed integrated marketing plans for 30 unique markets/territories
- Quarterly ROI/analytics briefings to C-suite executives & stakeholders
- Oversaw SWOT analysis, quant & qual research, and ongoing campaign optimization
PROFICIENCY: Salesforce, Google Ads, Analytics, Campaign Mgr, Datorama, MS Office
Assoc. Director, Field Marketing
(Jan 2009 – Jun 2019)
CHANGE MANAGEMENT: Successfully transitioned my role above and 25 full time employees from McCann to The Marketing Arm/DDB after the US Army changed ad agencies.
(Jan 2007 – Jan 2012)
THOUGHT LEADERSHIP: Expert Blogger on Marketing, Design and Social Responsibility.
Director of Marketing
(Jul 2007 – Dec 2008)
STRATEGY: Developed positioning strategy against competitors and repackaged their services for incremental revenue opportunities when the economy impacted construction projects.
BUSINESS DEVELOPMENT: Secured over $70M in new business resulting in EOP being named the “2009 Firm of the Year” by the KY Chapter of American Institute of Architects.
BRANDING: Led a full corporate re-branding effort including new logo, overhaul of all marketing materials, and new website with SEO strategy which resulted in 32% increase in website traffic.
Strategic Planning Manager
(Jan 2006 – Jul 2007)
CREATIVE EXECUTION: Manage the new business sales cycle and create strategic client marketing plans that are successful for the client and profitable for the firm.
- 20% increase in profitability through increased fees & more efficient project management.
- Awarded five ADDY awards for creative excellence.
Marketing Communications Manager
(Dec 1995 – Dec 2005)
Worked cross-functionally with district sales managers, R&D, operations, and the product managers to create marketing & sales materials that resulted in:
- 18% higher Workgroup Color Laser printer sales
- 220% increase in Inkjet printer sales by developing a new retailer training program for top 15 global consumer electronic and office super
PROJECT MANAGEMENT: Responsible for all advertising, event marketing, and sales creative development. Managed $10M+ in creative services contracts and the day-to-day activities of 10-person marketing team (combination of in-house & contract employees).
University of Kentucky / Integrated STRATEGIC Communications
Xavier University / PMP Certification
- Brand Development
- Digital Marketing
- Google Analytics
- Google Ads
- Agile Methodologies
- Social Media
- Strategic Communications
- Multi-channel Marketing
- KPI Dashboard Development
- Team Mentoring
- Public Relations
- Event Management & Activation
- Affinity Marketing