Chris Healy

Director of Marketing Strategy @Roots & Crown Marketing

United States💸 MarketingBrand Marketing ManagerMarketing Director

I am a marketing leader and coach who excels at directing omni-channel brand and performance marketing plans that drive awareness, consideration, acquisition, conversion, and ROI, using digital and offline channels. I’ve worked with $1B+ organizations, local startups, and everything in between. I’ve led national rebrand initiatives on two occasions, and I have consistently achieved strong business results. For example, my marketing and optimization strategy for a national retailer drove +27% YOY increase in marketing effectiveness, +12% points in marketing contribution to sales, and led to the strongest sales year in company history. I am skilled in brand strategy development, paid media, analytics, testing, agency management, cross-functional collaboration, and budgeting. I also keep business needs at the center of everything I do, using marketing as a tool to achieve business goals. This includes defining appropriate KPIs and measurement frameworks that support the business strategy, and it involves communicating well with stakeholders.

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Work Background

Roots & Crown MarketingFounder/Director of Marketing

Oct. 2023Richmond, Virginia, United StatesDrive marketing strategy, brand development, and analytics. Develop value propositions, positioning, journey maps, omnichannel marketing plans, measurement frameworks, and sales enablement tools. - Conduct comprehensive market research for healthcare clients, identifying key market trends, customer segments, and industry opportunities to inform strategic decision-making. - Develop brand packages, including naming, logo, sales collateral, and marketing strategy; and collaborate cross-functionally to create compelling content aligned with growth goals. - Craft materials for investor relations, including strategic marketing plans and forecasted return. - Spearhead the implementation of growth-focused performance metrics, including defining measurement frameworks, KPIs, benchmarks, and optimization plans to drive ROI.

McKinneyGroup Director, Media Strategy and Activation

Apr. 2023 - Oct. 2023Lead team of planning, analytics, and activation specialists. Manage marketing budgets to drive impact, efficiency, and growth. Direct B2C, B2B, and DTC initiatives, media plans, and comms strategies. - Drive performance initiatives during New York Community Bank’s rebrand to Flagstar Bank. - Own client relationships: manage revenue targets, define performance goals, devise brand strategies, identify growth opportunities, and drive media planning and buying initiatives. - Develop innovative measurement plans for all accounts, utilizing the latest in ad tech solutions. - Direct data-driven strategies for performance and brand media on digital and offline channels. - Utilize market research, competitive analyses, and data insights to develop effective integrated marketing strategies, identify new media opportunities, and maximize reach and impact. - Clients: Flagstar Bank, Nikon, Posh.

LL FlooringMarketing Director, Strategy and Planning

Oct. 2021 - Apr. 2023Richmond, Virginia, United StatesDirected marketing strategies for a $1B+ company. Managed $85MM budgets, including performance, brand, and e-comm spend. Owned agency relationships, including writing briefs and negotiating terms. - Led marketing for Lumber Liquidators’ rebrand to LL Flooring, including growth strategies, media plans, creative messaging, international delivery, and go-to-market plans for the new brand. - Improved marketing effectiveness by 27% YOY and drove historically strong sales with data-driven strategies; used multi-touch attribution and media mix modeling, among other tools. - Drove strong ROI increases by leveraging market research, media analytics, competitive insights, consumer trends, and sales results to identify optimization opportunities and refine strategies. - Engaged cross-functionally to develop go-to-market plans for product launches and store openings; distilled strategies, plans, and outcomes for c-suite and divisional leaders. - Increased customer acquisition, engagement, leads, and revenue by implementing successful national and local performance strategies, automation solutions, and custom lifecycle mapping. - Effectively managed online and offline channels: CTV, OTT, paid social, owned social, CRM, SEM, SEO, display, lead generation, content marketing, streaming audio, radio, linear TV, OOH, print.

LL FlooringSr. Marketing Manager

Apr. 2019 - Oct. 2021Richmond, Virginia, United StatesDrove all marketing efforts, including media, targeting, and messaging. Collaborated cross-functionally to align plans with business and sales goals. Leveraged analytics to inform strategy and plans. - Built in-house programmatic capability, hired a team, and managed performance campaigns. - Constructed lifecycle journey maps for primary and secondary consumer personas using deep insights from data-driven research and analyses to fuel best-in-class performance activations. - Crafted and implemented marketing and measurement plans for 40+ new store openings. - Used A/B testing, incrementality testing, market research, and competitive analyses to identify customer trends, competitor insights, market opportunities, and channel priorities to drive ROI.

The Martin AgencyMedia Supervisor

Mar. 2015 - Jan. 2019Richmond, Virginia, United StatesDeveloped and executed media and measurement plans across accounts. Owned day-to-day client and partner relationships, collaborated cross-functionally with stakeholders, and supervised direct reports. - Built, implemented, and managed media plans for many campaign types: national and local, performance and branding, large and small audiences, and sizeable and narrow budgets. - Drove results across channels: programmatic, video, display, social, digital, audio, TV, OOH, and print. - Crafted measurement plans for all campaigns, evaluated performance against KPIs and business objectives, and formulated data-driven optimization recommendations for future efforts. - Clients: Midas, Purina Mills, Timberland PRO, Lidl, New Business.