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Work Background
Tracker+Scout, Inc. (brand/marketing consultancy)Branding and Marketing Management
Jan. 2015United StatesWorking with a variety of companies to build and/or improve their brands through unique programs tailored to the needs of each client. Scope of work includes brand strategy/management, identity design, Website design/development, e-commerce strategy, social media strategy, PPC marketing/advertising, as well as integrated traditional media (print, outdoor, direct mail, and tv). • Fire & Spark. Led naming and branding efforts. Built and managed the team and led go-to-market strategy and marketing efforts for this Boston-based e-commerce marketing firm.
• The Firebrand. Brand strategy for boutique hotel included all naming, identity design, signage, and integration of management systems with customer smartphones.
• Pelican Products. Was engaged to help re-position the brand, conduct agency selection, and manage repositioning efforts including advertising, media strategy, and events.
• Irvine Company. Marketing strategist for the country’s largest real estate corporation. Conducted regional audience analysis, created successful integrated advertising campaigns to drive new resident conversion.
• Gpsy. Branding, UX, and marketing for a mobile app in the travel industry. • . Gusstyle.com. Created social and PPC marketing programs to drive holiday traffic and sales.
• Proof Research. Led marketing efforts including web design, trade show presence, direct mail, and other marketing efforts.
TargusGeneral Manager, Marketing
Feb. 2012 - Dec. 2014CaliforniaManaged the development of a new “lifestyle” brand targeting Apple retail and consumers. Responsibilities included business and market strategy, brand development, product strategy, sourcing, project management, sales and marketing strategy. Established a partnership with a celebrity designer to design the collection.
DayMen International LtdSVP, GM - Acme Made
Jan. 2008 - Jan. 2011General manager of a global, consumer brand.
Led all product planning, strategy and overseas development. Oversaw all product marketing and packaging. Collaborated on corporate and retail sales efforts. - Built the brand into a category leader at Apple Stores worldwide - Establish a partnership with Nikon - Global retailers included Best Buy, Dixons (UK), and international retail chains and boutiques - Responsible for numerous top-selling styles - Grew revenues over 400%
Acme MadeCo-Founder/CEO
Aug. 2001 - Apr. 2008San FranciscoBuilt a successful startup.
Manufacturer of high-end bags and accessories. Created the brand, designed and developed all products, and designed the marketing campaigns and ecommerce site. Products were promoted at Apple stores worldwide, Bloomingdale’s, Fred Segal, SonyStyle stores, and specialty boutiques around the world. Grew the company to a multi-million dollar business in less than 5 years. The business was purchased by Daymen US (Lowepro).
Fogdog SportsVP, Executive Producer
Jun. 1998 - Jul. 2000Redwood City, CaliforniaBuilt eCommerce Success. Responsible for the design and production of the largest online sporting goods retailer. Developed and managed the creative and site production teams responsible for all site design and production, content management, editorial development, and creative services. The team improved the site’s overall customer experience and satisfaction, and significantly increased buyer conversion rates (120%), average order size (27%) and overall sales growth from less than $500K to over $28 million in less than 3 years. Created a Strategy. Developed “Brand Concept Shops” with leading manufacturers that led to successful relationships with such brands as Nike, Callaway, K-Swiss, Oakley and more. Created a USA Today print advertising campaign and produced an award-winning annual report. #1 online sporting goods retailer in less than 1 year #1 overall sporting goods retailer by Gomez rankings #4 e-commerce site, overall, by Forbes magazine
CKS GroupPartner
Jun. 1994 - Jun. 1998San FranciscoGlobal Integrated Marketing Leader
CKS was one of the world's largest integrated marketing/communication firms. Primarily involved with such accounts as Apple, Pebble Beach, Visa, and Levi Strauss & Co. Worldwide. Co-led the CKS Interactive division which developed interactive solutions for Apple, NBC, MCI, Pennzoil and other Fortune 500 companies. Highlights include: - Led redesign of Apple.com - Developed Transamerica's "Virtual Observation Deck" mounting cameras atop the Pyramid - Managed Pebble Beach identity redesign
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