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Work Background
Penelope BourbonVP, Growth & Technology
Mar. 2022 - Dec. 2023After consulting for Penelope Bourbon for over a year, I was hired to the VP of Growth and Technology position, where my responsibilities involved formulating and implementing extensive growth strategies that harmonized technology initiatives with overarching business goals. The scope of this position ranged from B2C/B2B communication and reputation-building through marketing automation to internal tech development, achieving milestones to maximize productivity while reducing cognitive overhead through task automation and organization. I applied inventive methods to cultivate cooperative ties between technology and business teams, identified and coordinated third-party partnerships, fostering synergy for the seamless integration of growth initiatives, including the successful launch of Penelope's e-commerce platform in the challenging liquor industry. Reporting directly to the CEO, I worked with the other VPs, field sales teams, internal sales personnel, external distributors and many other partners to continue fueling growth of product development, sales initiatives, and customer relationship-building through both organic and paid efforts. I also oversaw the transition of said efforts through the acquisition of Penelope Bourbon by MGP Ingredients in 2023.
IndepreneurCo-Founder & Director of Growth
Sep. 2017 - Jul. 2021Greater Nashville Area, TNLed product development and innovation of the Indepreneur's product library, marketing strategies, and digital infrastructure. Guided a cross-functional team of product owners, developers, coaches, and support staff. Expanded product offeringfor both horizontal and vertical scale to grow the boot-strapped company to a 7-figure annual revenue B2C SaaS platform within 3 years. Developed the system by which the company could monitor churn and made retention recommendations for execution by the acquisition team. Worked across all martech verticals including email, Facebook and Instagram messenger, SMS, marketing automation, data, APIs, mobile, social commerce, web & ad tech.
Mathilda's Choice Music, LLCFounder
Nov. 2015Greater Nashville Area, TNWorking as a consultant, I lead collaborative efforts with creative/lifestyle brands and cross-functional teams. My responsibilities include crafting innovative digital strategies to enhance customer acquisition and nurture relationship building. I spearhead data-driven marketing campaigns, devise automation initiatives, coordinate live event activations, and contribute to the development of sustainable business models. From the construction of new digital infrastructure to the growth of fan acquisition and sales for established brands and artists, I am experienced in a range of genre and lifestyle brands. Strong project/workflow management and team development experience. Merchandise operations experience ranging from development and vendor coordination to 3rd party logistics and e-commerce build/execution. Revenue building through a range of digital marketing tools including email and social marketing, dynamic product catalog retargeting, and omni-channel marketing and automation. Well-versed in multiple CRM and CMS platforms, as well as email and social media management systems, content creation and scheduling, and overall brand lift.
U.S. Army Recruiting Command (USAREC)Program Development, Sponsorship & Events Coordinator
Oct. 2013 - Mar. 2017Fort Knox, KYDeveloped Army Musical Outreach into an omni-channel marketing program, producing leads at 25% cost of agency standard. Assisted in the recommendation of deal points on behalf of USAREC focused on sponsorship of music festivals and other high-profile entertainment events. Conducted and managed on-site coordination for over 100 sites that include booth activations, booth design and leads generation process. Produced and managed social media deliverables and creative for all digital content platforms including Facebook, Twitter and Instagram. Generated content for advertising inserts for USAREC sponsored events, mailing lists along with mobile and website platform updates.
US Army Recruiting CommandSocial Media Coordinator, Outreach Division, Marketing Directorate
Jun. 2013 - Mar. 2017Fort Knox, KYCoordinate with GoArmy campaign channels and utilize talking points for Recruiting Command, supplying social media content and strategy for multiple cross promotional distribution platforms. Monitor and report insights and analytics on posts to supervisor to effectively extend reach to target audiences.
U.S. Army Recruiting Command (USAREC)Operations Manager & Performer
Sep. 2011 - Mar. 2017Fort Knox, KYFeatured performer and musician for Army Musical Outreach campaign. Gather and report data for lead generation and assist in the evaluation of target markets across the U.S. for prioritization of tour routing schedule. Manage venue bookings and travel accommodations for a four-member traveling performance band.
US ArmyBassist, Vocalist, Public Affairs Manager
Jun. 2000 - Oct. 2011Fort Hood, TX - Redstone Arsenal, ALPerformed with the 1st Cavalry Division and Army Material Command (AMC) Band as bass player and vocalist. Deployed with the 1st Cavalry Division in support of OIF II [spell out] in 2004 and 2005. Created and managed the social medial profile, content management and strategy for the AMC Band.
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