United States
HIGHLY EFFECTIVE, STRATEGIC BRAND & MARKETING EXECUTIVE Established marketing and communications professional with proven record of successful integrated marketing programs. Energetic leader recognized for innovative strategies and tactics, who enjoys coaching and mentoring talent. Motivated, highly organized and detail-oriented. Inspires and leads teams during time-critical situations; demonstrates ability to multi-task and efficiently prioritize a broad range of responsibilities. Thrives in a team and collaborative environment. Driven by excellence, creativity and results- oriented professionalism – and a little fun. Flexible, adaptable and readily accepts challenges.
- Directed all marketing functions (integrated marketing, digital marketing, public relations/communications, creative and content, broadcast, fan engagement, community relations, game presentation and merchandise) and a team of 30+ focused on building awareness, driving revenue and growing engagement. - Cross department lead for strategic planning and execution of integrated plans contributing to 175% growth in ticketing revenue and nearly 30% lift in sponsorship revenue in two years. - Established strategic frameworks for each brand/P&L to inform annual planning, establish KPIs and reporting and set priorities for integrated marketing plans. - Developed revised paid media, digital and content marketing plans, optimizing limited resources to drive conversion and engagement. - Led consumer segmentation research project to establish target audiences and refine brand messaging. - Responsible for Club corporate affairs, leading communication with government, civic and other key organizations to forward mission of the Club and deliver against organizational objectives. - Orchestrated change management across marketing function and broader organization to professionalize Club operations, with sharp focus on elevating and recruiting talent and establishing internal processes.
- Advanced the collective brands with focus on marketing communications strategic plans and execution; content and creative direction across marketing mix; oversight of events and consumer engagement and collaboration with media and broadcast partners to drive reach and build value for all stakeholders - delivering YOY growth across all KPIs for four seasons. - Reset brand foundations to serve the historic nostalgia of the brand, while infusing a fresh, modern voice to resonate with a new generation. - Identified new consumer targets and implemented digital marketing plans, delivering YOY engagement rates of 8-10% across platforms, social audience growth (100%-200% given platform) and App use (2X average duration and per race users) in under two years. - Created a “content-creation experience” for macro- and micro-influencers to organically and authentically leverage influencers’ digital footprints, expanding reach and awareness. - Informed broadcast strategies and partnerships across domestic and international platforms, both traditional and OTT opportunities, to further brand’s reach globally. - Led development of new entertainment projects, as well as licensing and merchandise programs, to put the brand in the path of new consumer targets and realize revenue in new categories. - Reset cause and grassroots marketing to drive against audience growth and engagement objectives.
- Led strategy and vision for performance football category across the marketplace; delivering positive revenue growth and sell-thru in key selling seasons, including “Make ‘Em Miss” and “Who You With” campaigns. - Responsible for partnering with product, sales and merchandise teams to align on consumer and product roadmaps to bring the brand to life in key retail destinations such as Dick’s Sporting Goods and Eastbay. - Re-envisioned consumer engagement; leading with a digital first plan and marketplace energy grounded in consumer insights and leveraging influencers to drive consumer connections - Managed multiple marketing budgets, exceeding $25M across NFL partnership, category marketing, retail brand partnerships and digital; partnered with Sports Marketing reps to pitch, sign and manage athlete contracts. - Leadership of category brand and extended marketing team: roles and responsibilities assignment, performance coaching, development and evaluation, and talent recruitment.
- Leveraged consumer insights to lead category reset, partnered with Global team; updated consumer profile, strategic retail marketing strategy, and new influencer marketing vision. - Showcased effective communication across matrix of high-level executives, peers and direct reports to gain buy in to achieve objectives and realize almost $2B business thru double-digit growth. - Re-imagined existing assets/partnerships to better leverage; built targeted, grassroots marketing plans to engage consumers.
- Marketing lead for Nike Running and Nike Women in Central U.S., responsible for integrated marketing plans to support key brand initiatives and global product launches. - Led vision, planning and execution of global pilot for female consumer experience lab; leveraging multiple internal and external partners to create high-touch, high-end consumer retail and digital based experience to gather learnings to be implemented in key markets across the global. - Visionary of annual Bank of America Chicago Marathon consumer marketing experience; event lead responsible for leading cross-functional marketing team to plan and execute pre-event training consumer experiences, special make-up product creation, highly successful marketplace plan and all events surrounding race.