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Work Background
Piedmont ConsultantsConsultant
Oct. 2017Greater Denver AreaConsultant to leading enterprise software companies on topics of product and service commercialization such as product marketing and sales collateral. Create value-based programs for a range of technology products and solutions. Tailor business value messaging to enable clients to implement a value-based approach to selling products and services.
Dish NetworkLead, Customer Acquisition Strategy & Management
Mar. 2017 - Oct. 2017Denver, COIn a blended strategy and marketing role, I was responsible for ideating and leading company-wide initiatives through the creation of customer acquisition offers and promotional strategy. I also helped DISH to explore promotional partnerships with external brands and supported the contract negotiations with influential organizations, including a joint agreement with Amazon. • Lead organizational transformations that are strategic, cross-functional, and bottom line oriented through the development of customer acquisition offers and promotions. • Develop promotional strategy including launch timing, offer development, success criteria, and measurement methodology. • Financial analysis and implementation manager of overlay promotions. • Develop pricing models and recommendations for new products and packages. • Conduct demographic and psychographic research to understand drivers for target consumers. • Manage marketing implementation of new offers across digital, brand, and offline channels.
Dish NetworkMarketing Lead, Direct Response Acquisition Marketing
Apr. 2016 - Feb. 2017Denver, Colorado• Prioritize the funding of acquisition projects by maximizing ROI and controlling expenditures against an annual budget of $4 million. • Translate market and product understanding into compelling demand generation and communications initiatives. • Manage execution of new customer acquisition efforts and provide direction of direct marketing to targeted customer sets responsible for improvement in lead response rate and sales. • Drive creative direction that leverages the brand with relevance to the target segment. • Lead outside vendors in media buys.
Blake Norton ConsultingPrincipal
Jan. 2015 - May. 2016Denver, Coloradowww.blakenortonconsulting.com • Monetized CRM data for large hospitality group by building models using demographic and purchase data. • Developed and launched email automation plan that creates $20,000+ in incremental revenue every 4 weeks, which has been successfully scaled to 8 additional clients.
Research NowMarketing Manager
Sep. 2013 - Feb. 2015Dallas, Texas• Plan and direct advertising and promotion activities; averaging 12+ integrated campaign annually across three countries for five products to help drive more than 43% of total company sales revenue • Lead ongoing industry, competitor, and proprietary market research projects to provide marketing guidance and strategic direction which increased brand awareness and improve sales of new products by 65% • Programmed Excel dashboard to track, analyze, and control expenditures for multiple countries, products, and divisions to conform to international budget of $1.29 million • Partner with Sr. Director and SVP of Marketing for annual strategic planning and budgeting
Research NowAssociate Marketing Manager
Jul. 2012 - Sep. 2013Dallas, Texas• Conceptualized and executed market entry strategies for Mexico and Brazil achieving over $450,000 new client business in the first year • Implemented new ad tracking and measurement protocol to optimize all advertising placements for lead generation, yielding a savings of over $105,000 in its first two years • Selected and on-boarded marketing automation systems (Marketo, Pardot) to increase international marketing team's productivity and enhance client user experience via targeted marketing messaging
Research NowMarketing Coordinator
Jul. 2011 - Jul. 2012Dallas, Texas• Planned and executed guerrilla marketing campaign in Times Square during Advertising Week driving $175,000 of pure profit • Developed cluster marketing strategy by blending demographic attributes with booked revenue and behavioral activity to improve campaign activation by 80%
Branded Retail Energy CompanyMarketing Communications Coordinator
Aug. 2010 - Jul. 2011• Supported the activation and implementation of collegiate sponsorships with schools in the Big Ten, Big 12, and C-USA to build customer acquisition platforms • Increased discovery and and acquisition rates by 45% through strategic communication campaigns that used all major ad channels, including celebrity endorsements, print, online, electronic media, direct mail • Improved customer engagement and channel performance by leveraging analytics best practices to definite profitable referrals; used patterns to develop new cross-marketing campaigns and increase overall traffic
PartnerComm, Inc.Consultant
Jun. 2009 - Jul. 2010• Developed new, internal brands for Fortune 500 companies: Burger King Corporation, Michaels Corporation, Inova Health Systems, MeadWestvaco • Launched award-winning campaign, recognized for outstanding achievement by the IABC Gold Quill
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