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Work Background
Spectrum Brands, IncVice President, Digital Consumer Experience
Oct. 2016 - Dec. 2023Madison, Wisconsin, United StatesLed internal creative agency to produce all digital content for all Spectrum’s brands and products used on proprietary sites, partners including Amazon, Walmart, and Chewy, and social partners including Meta (Facebook & Instagram), YouTube, TikTok, and Twitter. • Integral member of team challenged to develop and launch internal enabling functions structure for Digital Marketing, eCommerce, Research & Analytics, and Sales Operations.
• Provided subject matter expertise for creative and messaging strategy, campaign planning, and content publishing.
• Managed five direct reports and 60 team members across Design, Photo, Video, Animation, 3D, Virtual Reality, and Copy.
• Completed 1500+ projects per year; Produced 30K+ assets each year.
• Drove $10M in annual agency avoidance value that each business unit could then invest in paid media
SpredfastVice President of Product Marketing
Sep. 2015 - Sep. 2016Appointed to pre-acquisition executive team, post-acquisition integrations team, and corporate Senior Leadership Team; Directed five Product Marketing Managers; Managed alignment with Product Management, Sales Engineering, and Sales departments. • Led Product Marketing department relaunch including mission, strategy, and staff augmentation.
• Managed new product research and analysis including Total Addressable Market (TAM), Market Share, and opportunities by vertical.
• Developed product messaging including value props, positioning, and customer stories for new business, up sell/cross sell, and migration campaigns.
• Directed the development of all product assets including 1-pagers, decks, webinars, talking points, FAQs, and case studies.
• Initiated Go-To-Marketing planning and multi-channel execution for all company products.
• Launched new company product, Spredfast Promotions.
ShoutletVice President of Marketing
Apr. 2010 - Sep. 2015Executive Management Team member reporting to the President responsible for all Product Marketing, Digital Marketing, Social, Public Relations, Analyst Relations, and Events. • Employee #13 and original executive team member; executive-level participation in two rounds of funding and the company acquisition due diligence process.
• Grew department from 2 staff members to 16 as company grew from 13 to 130 employees.
• Developed comprehensive, multi-department demand generation engine that combined thought leadership campaigns using Marketo marketing automation and Salesforce database management resulting in triple digit lead production and revenue growth.
• Orchestrated corporate-level rebrand including new messaging, value props, materials, and in-house developed website.
• Initiated and managed public relations agency relationship resulting in media coverage including TechCrunch, Mashable, Fast Company, Forbes, The New York Times, and Wall Street Journal.
• Managed Analyst relationship strategies for Forester, Gartner, and IDC resulting in category leadership status in two Forrester Wave Reports and the IDC Marketscape.
• Facilitated the development of all collateral materials, thought leadership, customer stories, case studies, and webinars.
SongVestChief Marketing Officer
Jan. 2008 - Jan. 2010Led the entire go-to-market strategy and ensuing marketing effort to establish a new product idea into a highly respected market leader. • Drove strategic planning process and authored extensive business plan resulting in successful 'A Round' investor financing.
• Initiated and managed all agency relationships and drove brand development process resulting in new company name, corporate ID, and e-commerce website.
• Directed company launch/awareness building campaign initiatives including advertising, direct response, and public relations that resulted in positive international media coverage including The Wall Street Journal, Rolling Stone, CNBC, USA Today, Forbes, and countless online music, fan, collector, and investment outlets.
• Built vast database of collectors and investors through online communication strategies including search engine optimization (SEO), Twitter, Facebook, LinkedIn, YouTube, and an independent music memorabilia blog.
• Managed strategic partner relationships with Gibson Guitars, Backstage Auctions, and Milestone Awards, and artist relations initiatives with songwriters, managers, and lawyers.
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