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Work Background
Turn 14 Distribution, Inc.VP, Marketing, Owned Brands, Powersports
Oct. 2023 - Jul. 2024Fort Worth, Texas, United StatesThe only executive team member involved in the transition of internal brand management and marketing teams to Turn 14 Distribution. Developed production and media schedules to help support awareness of 12 in house brands under Turn 14 Powersports. The team operated as a new business venture, developing all new processes and procedures to align with Turn 14 Distribution business requirements. Strategically planned and executed events for B2B and B2C channels, garnering more than 12M impressions from PR and Social activities, achieving results under budget with reduced headcount. Continuously improved performance of team members by developing KPI performance measures and processes to streamline communications. Relaunched and developed strategy for organic social media programs to align with paid digital strategies Reignited relationships with media partners to gain earned media placements in addition to paid placements. Collaborated with Brand Management, Sales, and other external partners to ensure marketing and media plans aligned with the business’s values and goals. Highly respected leader that ensured marketing programs are successful, metric-driven, and goal-oriented. Led a team of marketing associates with projects, processes, and marketing efforts, and effectively manage their performance accordingly. Managed marketing cross-departmental efforts and serve as brand-marketing ambassador for the organization at conventions and promotional events, including conducting PR interviews and training.
Tucker PowersportsVP Marketing & Consumer Sales
Dec. 2022 - Nov. 2023Fort Worth, Texas, United StatesTucker Powersports was acquired by Turn 14 Distribution in Fall 2023. Led the development and implementation of cohesive brand and corporate marketing strategies, product marketing, and field marketing to establish strategic direction, program positioning, and increased brand awareness. Define, develop and operated a direct to consumer business and support 3rd party customers that retail to consumers. Responsible for managing a profit-based business unit with direct sales, launching 11 D2C brand websites. Developed marketing partnerships with retailers, media partners, and other external partners to broaden reach of the company’s brand messaging. Developed strategy for paid social media programs on ad platforms (i.e., Google, Facebook, YouTube, Twitter, Instagram, etc.), as well as, marketing ground events, promotions, and initiatives for the business. Identified new and existing viable loyalty and marketing solutions that brought value and drove results. Conducted research and marketing analysis to keep the business informed of best practices and the latest marketing trends for competitiveness, growth, and results. Developed marketing benchmark criteria. Translated short-term and long-term product roadmaps into concrete product marketing specifications for implementation by the sales organization and category management organization in the different sales channels.
Dallas CowboysDirector of Marketing, DCM
Jun. 2021 - Nov. 2022United States
Dallas CowboysSenior Marketing Manager at Dallas Cowboys Merchandising
Apr. 2019 - Jul. 2021Reporting to the President of Dallas Cowboys Merchandising, responsibilities include strategic planning, implementation of marketing communications, media buying & planning, event activations and branding across the wholesale and retail channels for all brands produced by Dallas Cowboys Merchandising through digital and visual merchandising. • Deliver strategic marketing and media plans that include promotions and consumer centric messages to meet business objectives by working with buyers, store operations and eCommerce teams for Dallas Cowboys Pro Shops, Fans United, University of Texas, Advocare and other RFP projects as needed
• Developed a marketing production & planning calendar, along with processes; to support buyer/product initiatives at retail. The process ensures streamlined communications and delivers comprehensive marketing plans, including digital, social, print, email, and in-store support assets
• Prepare Grand Opening support plans for new locations for Fans United and Dallas Cowboys Pro Shops
• Collaborate with wholesale sales teams to develop marketing programs for retail partners, monitor performance, and refine plans as appropriate
• Developed an Impact marketing program for partnership with University of Texas that included custom fixture program, school events, media placement in NETWORK TV, social and digital, pop-up shops on campus and gameday, plus creative production of all assets • Achieves financial objectives by preparing an annual budget; scheduling expenditures; reviewing return on spend for optimization opportunities; and initiating corrective actions
• Review market research to anticipate competition and market trends and translate consumer attitudes into new branding directions. Stay on top of all data sources for the retail category, competitive and customer information
• Develops marketing staff by providing information, educational opportunities, and experiential growth opportunities
Dallas CowboysBrand Marketing Leader
Jun. 2015 - Apr. 2019Retail Support – Dallas Cowboys Pro Shops, Fans United, We Are Texas Apparel
o Deliver strategic marketing plans and promotions that meet business objectives and goals by working with buyers, store operations and eCommerce teams
o Project management coordination, planning and integration across teams, ensuring a smooth process and campaigns that meet brand objectives
o Develop comprehensive marketing plans, working closely with Marketing Specialist, including digital, social, email, team, media and in-store support assets
o Lead the development and implementation of branding guidelines o Ensure that brand strategy aligns with category marketing plans and category promotional plans.
o Prepare Grand Opening support plans for new locations Wholesale Support
o Collaborate with wholesale sales teams and Marketing Specialist to develop marketing programs for retail partners, monitor performance, and refine plans as appropriate. o Developed an Impact marketing program for partnership with University of Texas that included custom fixture program, school events, media placement in social and digital, plus creative production of all assets • Manage creative designer to ensure all project needs are meeting deadlines
• Achieves financial objectives by preparing an annual budget; scheduling expenditures; reviewing return on spend for optimization opportunities; and initiating corrective actions • Review market research to anticipate competition and market trends and translate consumer attitudes into new branding directions. Stay on top of all data sources for the retail category, competitive and customer information. • Develops marketing staff by providing information, educational opportunities, and experiential growth opportunities • Conduct performance reviews and provide ongoing coaching to staff. • Understand organization's strengths & weaknesses; Analyze market and competition; Identify external threats and opportunities; Adapt strategy to changing conditions.
RadioShackDirector, Production & Promotions
Sep. 2013 - Mar. 2015Dallas/Fort Worth Area● Oversee and manage functions of the promotions, production and circular teams to achieve organizational goals
o With a flat print media budget, worked to develop plans to comp the same number of print inserts while implementing a digital circular distribution strategy to increase ad engagement 25% and page views by 15%
● Provide program management coordination, planning and integration across the marketing department ensuring a smooth work process and campaigns that meets brand objectives while delivering an integrated message in all channels
● Communicate brand strategies to other stakeholders in the organization – within marketing and customer service, store operations and merchant organizations. ● Manage internal creative operations and develop procedure improvements to optimize workloads o Implemented process improvements to help traffic teams manage project needs, production schedules and creative resources to meet tight deadlines
● Work closely with internal and external agencies to oversee development and implementation of marketing resources and initiatives ● Responsible for contract reviews, tracking and ensuring all parties are fulfilling scope of work objectives, as outlined in contracts
● Lead, motivate, and manage the production and promotions team by identifying and developing top talent
o Define clear objectives, allocate resources, monitor activities, and provide development opportunities and proper training for team to perform their jobs effectively o Conduct performance reviews and provide ongoing coaching to staff
RadioShackProduct & Consumer Marketing Manager
Aug. 2011 - Oct. 2013Fort worth, TX● Successfully planned and implemented cross category programs that resulted in positive business impacts, while meeting targeted completion dates o Implemented an electronics trade-in promotion to increase awareness of existing program that targets mobility consumers. The promotion delivered 5% lift in electronics trade transactions, more than $1M gross profit and received 3 Dallas Quill Public Relations awards o Worked as marketing business leader to implement cross category integrated holiday promotion that delivered more than 1 billion media impressions through print, digital, email, social and public relations outreach and $4.4M in gross profit o Led the rebranding of services category program elements and online experience. Rebranding included expanded representation in-store and online implementation of a services on demand website
● Worked closely with store operations and training departments to implement re-launch of private label credit card program materials and offers o Re-launch of program support helped to increase applications by 5% to plan and contributed to revenue sharing, delivering margin directly to the bottom line ● Provide direction and content for product advertising in all media vehicles and messaging opportunities including the in-store shopping experience, print, digital, email, social and public relations outreach
● Plan and manage product content in external advertising and the consumer experience through in-store point of purchase messaging
● Work with internal merchant partners to develop strategic and tactical plans using relationships with vendor partners, NPD Data and consumer research ● Extensive experience writing and presenting creative briefs to help agencies create messages that deliver on brand, category and product goals and objectives
Dave & Buster'sRegional Marketing Manager
Aug. 2007 - Aug. 2011• Strategically plan and manage the execution of national/regional/local marketing programs for a $500 million industry leading brand • Plan media and allocation to align with specific business objectives; media background includes: print, radio, online, billboard and direct mail • Work closely with Regional Operations Directors and General Managers to evaluate market opportunities and develop strategic plans that target specific sales opportunities
• Develop marketing plans based on segmentation research and information; utilizing consumer behavior and culture orientations to reach core audiences that have the highest financial return
• Responsible for the creative development, production, training, execution, financial analysis and consumer feedback reporting to evaluate effectiveness of all marketing efforts
• Developed an online ordering system to help operations team implement turnkey marketing programs with customizable artwork to quickly increase sales and drive traffic. The online ordering system is supplemented by a LSM Program Guide that delivers targeting, training and financial tracking tools. • Manage and negotiate promotional sponsorships with professional, minor, and university sports teams
• Manage local public relations agencies to deliver community relations opportunities and sales building programs to extend national messaging
• Manage, develop and train local store marketing team members
• Responsible for spending and allocation of $2.4M Local Store Marketing budget
• Interview, hire and manage Public Relations agencies to assist with event planning and buzz surrounding Grand Opening events
Dave & Buster's Inc.Assistant Field Marketing Manager
Feb. 2006 - Aug. 2007• Managed and implemented local store marketing plans for 7 stores
• Developed Grass Roots programs, sports sponsorships, radio promotions and new audience outreach programs • Central Region LSM efforts contributed to the success of positive walk-in sales vs. previous year sales of more than $1.6 million. • Region contributed to 20% of the increase in Walk-in sales for the company
Dave & Buster'sAssistant Marketing Manager, Program Production
Dec. 2004 - Feb. 2006• Oversaw production and trafficking of all creative projects in-house and with agency partners
• Maintained prioritizations and schedules of all creative projects, local and national programs
• Maintained accurate budgets/forecasts for creative projects • Provided marketing support for acquired organization during transition to Dave & Buster’s corporate culture
• Developed brand conversion plans for acquired organization locations and organized Grand Re-Opening Events
• Managed Creative Supervisor timelines to ensure in-store promotion start date accuracy
• Proofread all Marketing Materials and Menus for in-store use
Dave & Buster'sMarketing Assistant
Sep. 2003 - Dec. 2004• Maintained and reconcile department budget
• Executed Gift Card contracts, as well as create new distribution partners • Partnership development resulting in $1M Business-to-Business Sales
• Created training procedures for National Marketing promotions • Supported Executive team members with various assignments
• Organized and executed “A Day with Emmitt Smith” promotion and charity golf tournament
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