859-552-5723 / nrice1@gmail.com
ABOUT:
Performance driven, visionary, motivated marketing executive with a 20 year track record of making brands more relevant to consumers through strategic branding and flawless execution of integrated marketing campaigns.
Recognized for innovative approaches to listening to key internal/external stakeholders, understanding the customer, analyzing the business challenges, generating positive ROI, and inspiring teammates to act.
SKILLS:
I excel at combing through multiple sources of consumer insights; connecting the dots; building a marketing strategy to overcome a business challenge; and taking action to demonstrate marketing’s contribution to growth.
I have delivered positive ROI for high growth brands like Adobe, Dell, Harley Davidson, IBM, KET, Lexmark International, MasterCard, University of Kentucky, U.S. Army, and Verizon Wireless.
EXPERIENCE:
7/19 – PRESENT
SR. DIRECTOR, FIELD MARKETING / The Marketing Arm
Manage local marketing P&L–incl. $50MM budget—and work across agency partners to ensure national-to-local integration resulting in:
- 34,000+ qualified leads & 900,000+ digital engagements
- Achievement of US Army recruiting mission nine (9) out of last 10 years
Oversee all digital, social media, virtual/augmented reality, SEO, SEM, PPC, grassroots and event sponsorship campaigns including:
- Quarterly ROI/analytics briefings to C-suite client executives
- SWOT analysis, qualitative market research, and campaign optimization
Responsible for 30+ person marketing team across eleven (11) regional offices—including all manager performance reviews and hiring/firing actions.
Strong proficiency in CRM applications (Salesforce, Aprimo, etc…), media applications (Google Ads/Analytics, DoubleClick Campaign Mgr, DCO, etc…), and MS Office.
1/09 – 06/19
REGIONAL ACCOUNT DIRECTOR / McCann Erickson
Developed the integrated marketing and branding strategy for the U.S. Army Recruiting Command and Army ROTC clients including social media/digital campaigns, traditional advertising, tradeshows, and public relations tactics under the “Army Strong” campaign. Generated 27k+ qualified leads for the recruiting sales force in 2013.
Created quarterly marketing ROI reporting system.
Increased brand awareness & preference by ensuring that all marketing efforts adhered to brand standards; were built on retail/franchise best practices; and had a measurable call to action.
Managed $20M marketing/advertising budget and the day-to-day activities of 12 person regional marketing staff—including hiring, performance reviews and termination actions.
2007
CO-AUTHOR, “The Age of Conversation–A Social Media Primer”
Contributed a chapter on why organizations struggle managing and participating in social media conversations. Selected as one of 100 social media marketers asked to contribute to book project.
7/07 – 12/08
DIRECTOR OF MARKETING & BUSINESS DEVELOPMENT / EOP Architects
Generated $70M in new business resulting in being named the 2009 Firm of the Year by the American Institute of Architects—KY Chapter.
Launched full corporate re-branding project including company logo, marketing material redesign, and new website that resulted in 32% increase in website traffic from SEO techniques within the first 30 days of implementation.
05/06 – 07/08
EXPERT BLOGGER, “Fast Company” magazine
Contributing author to FastCompany.com for branding, marketing and social media.
1/06 – 7/07
STRATEGIC PLANNING MANAGER / Cre8tive Group
Developed strategic marketing plans for clients based on consumer research/insights that generated a positive ROI for clients and were profitable for the firm. Clients personally managed included KET/PBS, University of Kentucky, Asbury University, Cool-Spaces.com, LCM Company, WebMedley.com, IBM, Lexmark, and the Salvation Army.
Awarded five ADDY awards for creative excellence in American Advertising Federation competition.
12/95 – 12/05
MARKETING COMMUNICATIONS MANAGER / Lexmark International
Ensured that all marketing efforts were on-brand, supported channel partners and increased the intent to purchase.
Worked with top global retail partners & resellers (Best Buy, WalMart, Fnac, ALDI, etc…) to launch new consumer inkjet printers and drive sales through improved plan-o-grams and seasonal promotions.
Created B2B marketing campaigns for federal, healthcare and education vertical markets.
Selected and managed multiple advertising, digital and creative service agency contracts ($10M+) including setting the strategic direction and defining performance metrics for the “Uncomplicated” and “Print, Move, Manage.” global campaigns.
Managed the activation of 150+ annual trade shows, customer events and day-to-day activities of 10 person staff.
EDUCATION:
Xavier University – PMI Project Management Certification
University of Kentucky – Communications Degree
AFFILIATIONS:
- Honorable Order of the Kentucky Colonels
- Fast Company magazine – Expert Marketing Blogger
- Ronald McDonald House – Cincinnati and Lexington house volunteer
- Commerce Lexington – Programs Committee Chair and Ambassador
- Greater Louisville Inc. – Keynote speaker on Brand Positioning and Social Media Marketing
- Omni Awards – Digital Media Judge