Snapshot |
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I'm an accomplished marketing and communications strategist who employs creative approaches to drive business growth and faster sales cycles. Some of my areas of expertise include:
- Market Research and Analysis
- eBusiness and Social Media
- Public/Media Relations
- Branding
- Product Life-Cycle Management
- Business-to-Business Programs
- Business-to-Consumer Programs
Timeline
2016 - NOW | Strategist @ Goble MarCom
Strategic planning and creative development for marketing and corporate communications including market research, branding, public relations, social media, product life cycle management, product launches and client development.
2011 - 2016 | Marketing Director @ Warner Norcross & Judd LLP
Increased brand strength and client advocacy for law firm with 235 attorneys in eight offices. Directed team of seven in creation of results-oriented marketing and strategic planning, including events, advertising, media and public relations, branding, online communications, support of non-profits and CRM processes.
- Increased market awareness from 50% to 85% and market differentiation from 19% to 62%, accelerating business growth in extremely competitive market area, as measured by third-party research.
- Implemented CRM processes, expanding contact database 4X with high-value contacts, increasing targeted attendance 2X at client development events, accelerating sales cycles.
- Received of Strategy and Innovation Impact Award from Legal Marketing Association for creation of a unique trademark management and competitive monitoring system.
- Directed marketing events, penetrating new geographic markets, winning new clients and expanding existing client portfolios.
- Created social media strategies, conducted firm-wide workshops and one-on-one training, achieving 100% engagement by more than 200 attorneys.
- Raised firm's profile and brand awareness by redesigning advertising, newsletters and brochures, receiving praise through Midwest "Your Honor" Award from Legal Marketing Association.
- Recognized with award by firm's Managing Partner for strengthening brand and contributing to business development successes.
2011 - 2011 | National Marketing Manager @ Truck Accessories Group
Management of national marketing, dealer support programs and sales forecasting for LEER, Pace Edwards, Century and Raider light truck accessories, StateWide Windows and specialized manufacturing services with two direct reports.
- Directed creation of new national dealer incentive program, increasing sales of high-margin products with 2:1 investment payback.
- Managed marketing roll-out of new premium truck cap system, expanding product offerings.
2004 - 2010 | VP, Marketing and Canadian Regional Manager @ Falcon Waterfree Technologies
Directed global marketing activities with P&L accountability for manufacturer of proprietary water-conserving technology. Created and oversaw market analysis, go-to-market strategies, product management, public and media relations, environmental messaging, CRM processes with sales pipeline reports, distributor support programs and e-commerce. Directed Canadian sales and managed Federal GSA contracts.
- Increased sales 34% through targeted 6-month regional campaign with integrated roll-out and municipal rebates.
- Reduced average sales cycles from 300 to 180 days by implementing new advertising, sales collateral, trade shows and ROI calculators, establishing Falcon Waterfree as #1 brand in its category.
- Created market demand for new-to-world product, resulting in exclusive long-term contracts for OEM sales and distribution.
- Oriented U.S. sales team to American Recovery and Reinvestment Act (ARRA), creating specific strategies for winning new federal sales.
- Won regional and global recognition of new products by writing winning applications for President’s “E” Award and The Artemis Project “Top 50 Water Companies Award”.
1999 - 2004 | Marketing Communications Creative Director @ X-Rite
Creative development for e-marketing, advertising, trade shows, collateral and visual merchandising of color measurement solutions (computers, instruments, software and services) in industrial (automotive, plastics and commercial paint), retail (big-box retail including Home Depot, Lowe's and Walmart), new business ventures (dental and holographic imaging) and corporate communications.
- Re-positioned the MatchRite product line with consumer-focused value propositions, helping the retail business unit to become the fastest growing division of the company.
- Directed a cross-functional team in the redesign of the global web site and redefining of product categories.
- Implemented search engine optimization and marketing resulting in a 35% increase in new visitor traffic.
- Created a product launch campaign for a new industrial spectrophotometer, which yielded the highest level of sales leads in the history of the industrial business unit.
- Designed the roll out for an employee incentive/reward plan based on standard financial performance of the company, which included innovative games and presentations as learning tools.
1991 - 1999 | Corporate Communications Production Supervisor @ Eaton Corporation
Managed employee and investor relations communications initiatives focusing on human resources, corporate, competitor and quality program news. Direction and management of global corporate identity, on-demand printing services, communications supplier management and global web development. Lead international publications production, printing services, corporate presentations and establish a digital asset management system.
- Received Chairman's Award, the company's highest recognition, for leadership in developing the company's global intranet and reducing printed material costs 48% through online ordering, soft-proofing and on-demand printing.
- Initiated and led teams to establish global web development standards.
- Created an Internet-based digital asset management system which eliminated 90% of the costs for photo prints and presentation production.
- Provided creative direction and production support for the company’s first electronic sales tool, which allowed sales people to quickly specify products and create proposals.
Earlier experience
- Partner and Vice President of Creative @ RJ Michaels, Inc.
- Creative Director @ The Advertising House
Awards
Strategy and Innovation Award LEGAL MARKETING ASSOCIATION, 2016
National “Your Honor” Award LEGAL MARKETING ASSOCIATION, 2016
Midwest "Your Honor" Award LEGAL MARKETING ASSOCIATION, 2015
Managing Partner's Award WARNER NORCROSS & JUDD LLP, 2013
President’s “E” Award U.S. COMMERCIAL SERVICE / FALCON WATERFREE TECHNOLOGIES, 2008
The Artemis Project “Top 50 Water Companies Award" THE ARTEMIS WATER TECH REVIEW / FALCON WATERFREE TECHNOLOGIES, 2008
Chairman's Award AEROQUIP-VICKERS, 1999
National “Your Honor” Award LEGAL MARKETING ASSOCIATION, 2016
Midwest "Your Honor" Award LEGAL MARKETING ASSOCIATION, 2015
Managing Partner's Award WARNER NORCROSS & JUDD LLP, 2013
President’s “E” Award U.S. COMMERCIAL SERVICE / FALCON WATERFREE TECHNOLOGIES, 2008
The Artemis Project “Top 50 Water Companies Award" THE ARTEMIS WATER TECH REVIEW / FALCON WATERFREE TECHNOLOGIES, 2008
Chairman's Award AEROQUIP-VICKERS, 1999
Education
Kendall College of Art & Design BFA
University of Phoenix MBA PROGRAM
University of Phoenix MBA PROGRAM
Interests
Photography Avid photographer (check out my Instagram gallery)
Musician Electric bass, upright/double bass, guitar, vocalist (checkout my Bandmix page)
Travel Favorite place to visit again and again: Pacific Northwest
Musician Electric bass, upright/double bass, guitar, vocalist (checkout my Bandmix page)
Travel Favorite place to visit again and again: Pacific Northwest
Q&A
What is your style?
I love to coach and empower people, setting them up to be successful and as independent as possible. This means making sure that they have clear direction and freedom to put their own spin on what they do best. I also really enjoy rolling up my sleeves to do whatever is needed, not shying away from diving into something that has never been done before, and often do so on my own initiative.
Who are your primary influences?
There are so many influences, but here are a few:
- While earning my BFA, an instructor at Kendall said that David Ogilvy described creativity as uncommon common sense. What this means to me is that the most simple solutions are often the most effective. It's easy to overthink and over engineer an idea, but ultimately it must have a natural flow and have an "ah ha!" impact.
- I had the opportunity to hear Richard Saul Wurman speak at a conference and was really amazed at his perspective on organic communications. One of his early notable accomplishments was developing Tokyo transit maps that were unlike anything seen before. He later founded TED Talks.
- Miles Davis often talked about the importance of space within music. The same is true in marketing, design and sales. The bottom line is that you can't make up other people's minds, so it's best to present enough information in an intriguing manner so they reach their own conclusions and take action or want to know more. Doing this allows your audience or client to become more invested in what they think, feel and do with regards to your brand.
Why did you choose your profession?
In one word: Evolution. I always had a knack for visual arts and completed a BFA in Illustration. While at the fork in the road, faced with the choice of pursuing fine or commercial art, I chose the latter and began working in the advertising industry. After becoming a partner in a rapidly growing agency, one of my clients offered me a job in corporate communications, which ignited my interest in creative marketing communications. The creative problem-solving skills that I learned in college are the foundation to my approach.
What are you working on right now?
I'm consulting on projects for an HR services business, the launch of a new music studio and online development. My goal is to hook up with businesses where I can take their marketing and branding to a higher level to growth and prosperity.