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Work Background
Altar'd StateFractional Brand Director - Tullabee Baby
Nov. 2021 - Aug. 2022Maryville, Tennessee, United States•Masterminded the strategic launch of Tullabee Baby, guiding the brand from inception to the successful opening of three upscale retail stores and an interactive online platform in under nine months.
•Managed all facets of brand development, including a $800,000 website initiative and $1.5 million per retail store which ensured a consistent and compelling brand narrative across digital and physical channels.
•Forged strong partnerships with over 30 external contractors and internal leadership to refine the retail experience, focusing on innovative store layouts and high-quality fixture selections.
•Directed creative efforts for impactful packaging and dynamic store window installations, markedly enhancing brand visibility and consumer attraction.
•Commanded the artistic direction for seasonal brand photoshoots, elevating customer engagement and solidifying brand loyalty.
•Implemented comprehensive training for customer service and retail personnel, significantly advancing brand consistency and operational effectiveness.
•Built consensus among stakeholders and delivered significant business value through strategic branding initiatives.
LevittownNow.com & NewtownPANow.comMarketing Director
Dec. 2016 - Apr. 2018• Created all promotional materials, ensuring consistency and alignment with the brand strategy, effectively driving reader engagement and platform growth.
•Ran the "In the Know" subscriber club, developing exclusive content and promotions to increase subscriber retention and loyalty.
•Designed and executed comprehensive marketing campaigns across various channels, enhancing brand visibility and attracting a broader audience.
•Fostered community engagement through targeted initiatives, increasing reader interaction and establishing the platforms as trusted local news sources.
•Boosted advertising revenue by developing strategic partnerships and innovative marketing solutions tailored to local businesses and stakeholders.
•Worked closely with editorial, sales, and development teams to ensure cohesive brand messaging and strategic alignment across all marketing efforts.
Liberty TypeDirector of Brand Strategy
Mar. 2016Knoxville Metropolitan Area•Elevated Liberty Type to a prominent position within the competitive branding industry, directing a diverse and growing portfolio of over 300 projects across technology, SaaS, health and wellness, and creative sectors.
•Developed and executed comprehensive brand strategies that emotionally resonated with target audiences, resulting in high client retention and engagement levels.
Spearheaded naming initiatives for products, services, and features, collaborating closely with product marketing and engineering teams to ensure clarity and functional understanding.
Pioneered strategic brand initiatives and cutting-edge marketing solutions, driving a 50% increase in client acquisition.
•Enhanced operational efficiency by 35% through the adoption of agile methodologies and the optimization of process workflows.
•Tripled client revenues within a single quarter following a comprehensive overhaul of digital content and the deployment of a sophisticated, user-centric website.
•Fostered strong client relationships, driving growth through innovation and effective brand strategy.
•Led cross-functional teams in delivering integrated branding projects across multiple marketing channels, ensuring consistent and impactful brand storytelling.
•Built a strong agency culture and managed junior team members, fostering a collaborative and inclusive environment.
•Contributed fresh thinking and brand strategy best practices to the development and execution of brand narratives for key portfolio segments.
LevittownNow.com & NewtownPANow.comLead Editor
Mar. 2013 - Dec. 2016Greater Philadelphia• Played a pivotal role in the inception and rapid growth of two news platforms, positioning them as key players in the Greater Philadelphia news landscape.
• Managed and directed editorial content, overseeing a dynamic team of interns to foster a collaborative environment that enhanced productivity and content quality.
• Developed and executed a strategic marketing plan that expanded readership to over 150,000 daily visitors, significantly boosting community engagement and attracting advertisers.
• Pioneered innovative content strategies that positioned the platforms as essential sources of local news, thereby increasing visibility and community reliance.
• Cultivated partnerships with local businesses and stakeholders to enhance advertising revenue and community-oriented initiatives.
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