Theron Andrews

Vice President Of Marketing @Issuer Direct Inc.

Email Marketing ManagerDigital Ads Manager💸 MarketingMarketing DirectorCopywriterMarketing Analytics Manager💼 C-level ExecutiveCommunications ManagerCRM managerCMO🧨 ConsultingBrand Marketing ManagerAdvisorContent ManagerSMM ManagerSEO Manager

I'm a senior level marketing executive with extensive experience in omnichannel marketing, maximizing the return of marketing efforts through the application of key metrics and performance data, and a passion for customer acquisition and retention. Throughout my career, I’ve consistently delivered great results in these areas, including driving a 12% improvement in customer activation and retention, generating $24 million in incremental bottom line profit through impactful online marketing campaigns, and tripling gross margin contribution of my team. I’ve been able to excel in these, and other, areas through my natural leadership ability and an unswerving dedication to the constant training and development of my marketing teams. I’ve found that a well trained and informed team serves as a force multiplier capitalizing on my experience and passion, taking it to new levels as others contribute and add their part. Finally, I love figuring out “what makes things tick”. A combination of thoughtful advance planning and after-event analysis is the key to increasing marketing effectiveness and delivering incremental sales returns over time. A few key capabilities of mine include: Global Marketing Management Strategic / Tactical Marketing Development Traditional / Digital Media HubSpot / CRM Email / Marketing Automation B2B / B2C / eCommerce Team Management / Development / Growth SEO / SEM / Paid Social Media Brand Growth / Launch / Awareness Loyalty Marketing / Customer Retention Lead Generation / Customer Acquisition Advertising / Agency Management Marketing Research / Data Analytics Account / Client Management Promotions / Events Execution Company Spokesperson / PR / Public Speaking In Store Design / Point Of Sale

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Work Background

Urban Sherpa Marketing Co.Cofounder

Sep. 2018Sherman, TX and Bainbridge, WASummary: Led development of marketing strategy and delivery of all tactical aspects of marketing for clients, including Google Ads, Facebook Advertising, website development, email campaign strategy and execution, print media, public relations, social media content strategy and deployment, and brand/voice development. Key Achievements: *Implemented a digital content and SEO strategy resulting in an improvement of a client’s Organic Search Ranking by 230%. *Built and deployed Paid Search Marketing campaigns that resulted approximately $100MM in revenue opportunities for a key financial services client.

Issuer Direct CorporationVice President of Marketing

Feb. 2023RemoteSummary - Lead all digital marketing efforts for Issuer Direct, ACCESSWIRE and Newswire, including lead generation, email marketing, content marketing SEO and Events and Sponsorships. Key Achievements: * Built Paid Search lead generation engine, more than doubling number of SQLs coming from Google and Bing Ads. * Launched Email Marketing program, delivering significant incremental annual revenue in the form of ecommerce transactions and qualified leads for the Sales Team.

JumpCrewVice President of Marketing

Jan. 2020 - Apr. 2022Nashville, TN and RemoteSummary: Head day-to-day operations for client marketing agency team, including Campaign Management, Ad Operations, and Media Buying, accountable for the full client marketing delivery P&L including revenue and bottom line profit targets. Key Achievements: *Tripled bottom line profit margin of the marketing function from 12% to 37%. *Accelerated lead volume (specifically, sales leads for JumpCrew) of company marketing efforts by 35%. *Rebranded and repositioned JumpCrew, creating an industry-leading position for the company.

New AlchemyVice President of Marketing

Jan. 2017 - Dec. 2018Seattle, WASummary: Head of marketing for blockchain startup New Alchemy and all clients, spearheading brand development, lead generation, community management and event planning for both New Alchemy and diverse roster of blockchain / cryptocurrency clients, in industries including healthcare, finance, SaaS, IOT, gaming and entertainment. Key Achievements: *Authored and executed comprehensive go-to-market strategy for initial group of 34 clients resulting in $68M in annual revenue. *Built a 25-member in-house marketing team/agency within 90 days capable of supporting a portfolio of 50 clients.

DynataVice President of CRM and Member Experience

Jan. 2015 - Dec. 2017Plano, Texas and London, UKSummary: Directed the CRM and Member experience teams for the world's largest online market research service provider accountable for a $15M budget dedicated to marketing to survey panelists (about 10 million active members), keeping members engaged, and driving incremental activity from the panels (i.e., accelerating production of additional revenue). Key Achievements: *Initiated and drove the RFP to replace an outdated legacy CRM system, ultimately implementing the Adobe Campaign tool. This resulted in an 80% reduction in email delivery workload and a 40% improvement in campaign effectiveness. *Migrated 60+ global sites from a non-mobile responsive design to a new, more flexible platform spanning 40 countries resulting in a 70% website traffic conversion rate improvement on survey completions and doubling revenue.

Brierley & PartnersSenior Vice President of Account Services

Jan. 2013 - Dec. 2015Plano, TX and London, UKSummary: Managed the day-to-day execution of all client company customer loyalty initiatives, leading a team of 4 Vice Presidents and Directors, with a total team of 40 employees located throughout the US and the UK. Served as head of the London Office. Headed account teams guiding end-to-end partnership and marketing communication strategies for Hertz Rent A Car, MoneyGram, Hilton Hotels, Rent A Center, and Expedia. Key Achievements: *Restructured UK based staff and replaced ineffective management, increasing employee retention by 50%. *Produced a new potential customer loss analysis decreasing attrition 19% attrition for a key client while driving BALOR (Becoming Active vs. Lapsing Out Ratio) up by 30%, from 1.1 to 1.3.

Bartell DrugsVice President Of Marketing

Jan. 2011 - Dec. 2013Seattle, WASummary: Led the digital and print marketing programs and in-store experience for Bartell Drugs’ chain of 46 retail locations overseeing a $35MM marketing budget and exceeding annual company revenue goals of approximately $450M. Administered complete strategy and tactical execution of a 52-week year advertising plan including print, radio advertising, and television. Coached and mentored a team of 10 consisting of two direct reports and 8 indirect reports. Key Achievements: *Conceived new planogram and signage programs increasing same-store key product category sales by 7%. *Overhauled and upgraded bartelldrugs.com, rolling out an online prescription refill capability.

Andrews ConsultingPrincipal

Jan. 2008 - Jan. 2010Seattle, WASummary: Senior level consultancy specializing in augmenting existing client in-house teams, improving marketing processes, and creation and execution of both digital and traditional marketing initiatives. Key Achievements: *Created and rolled out an e-commerce website for a client generating $1MM annually in B2B sales in year 1. *Restructured and relaunched a key client’s Paid Search (SEM) program, resulting in a 12% click-through rate improvement and a 32% drop in cost-per-click.

iFLOOR.comChief Marketing Officer

Jan. 2007 - Dec. 2008Seattle, WASummary: Authored and executed total company marketing strategy for a flooring retailer operating predominantly online. Accountable for a $15M budget and leading a team of 6 marketing and creative professionals including a Paid Marketing Manager, Direct Mail / Credit Manager, Creative Director and creative/development staff. Key Achievements: *Redesigned and relaunched company ecommerce platform, strengthening overall UX and increasing site conversion by 10%. *Managed and optimized Google Ads program resulting in an average of 5% monthly growth in revenue.

Home BasePrint Production Manager

Jan. 1993 - Dec. 1995Regional Big Box Home Improvement chain with 80 stores and $1.6B in annual revenue

Home BasePrint Production Supervisor

Jan. 1990 - Dec. 1992

Mattress FirmVice President of Marketing & Advertising

Jan. 2006 - Dec. 2007Houston, TexasSummary: Coached, mentored, and led a team of 7 marketing professionals and administered a $20M annual marketing and advertising budget. Tactics included print, radio, and television advertising, Customer Research, local event marketing, in-store visual marketing, and in-store display and design. Key Achievements: *Redesigned and relaunched company ecommerce platform, strengthening overall UX and increasing site conversion by 10%. *Managed and optimized Google Ads program resulting in an average of 5% monthly growth in revenue.

Car ToysSenior Vice President of Marketing

Jan. 2001 - Dec. 2005Seattle, WASummary: Head of all marketing and advertising efforts for a retail chain of 54 stores and an ecommerce division, Car Toys Online. Accountable for an $18MM annual marketing budget, and directing a staff of 15, including an in-house media buying and creative team, web developers and customer service operations. Key Achievements: *Broadened media mix to include print advertising which delivered an average 20% comp store increase. *Rebuilt and relaunched cartoys.com, producing a 325% increase in top-line revenue in 2003. Continued growth of the online business by 900% in 2004 through the implementation of paid search marketing.