Bachelor of Journalism/Advertising

Director, Brand Marketing & Operations

• Developed and executed integrated multi-channel marketing campaigns for 11 automotive service brands tailored to specific customer segments, channels, and business models, directly supporting company growth objectives.

• Engaged stakeholders across corporate-owned and franchisees to align brand positioning, messaging and service offerings to ensure consistency across all brands.
• Provided servant leadership and mentored brand team while collaborating cross-functionally with operations, finance, external vendors and creative agencies ensuring projects were delivered on time and within budget.

• Effectively marketed retail brands by developing consistent visual brand identities, creative themes, and messaging to drive new customer acquisition and retention, across all marketing channels and customer touch points ultimately contributing to increased sales and reaching $50M EBITDA goal.
• Worked alongside senior management team to drive a successful turnaround of sales performance across 300+ corporate-owned retail centers in the U.S. spanning 18 brands encompassing quick lube, quick lube/minor mechanical, and full-service automotive repair business models.

Regional Marketing Leader - West

• Member of Global Commercial Strategy and Marketing organization focused on North American regional execution
  of key corporate business priorities for a broad portfolio of premium automotive aftermarket brands.

• Worked cross-functionally across corporation to establish trust and productive relationships with business unit general managers, channel partners, product and field sales teams throughout all levels of distribution — from executive leaders to feet on the street increasing awareness, generating demand and profitability for products.

• Led development and execution of regional B2B marketing and sales programs in support of corporate, product
  and training initiatives to increase market share and sales revenue resulting in $160M of positive year over year financial performance to plan.

• Collaborated with corporate brand teams to develop marketing campaigns and sales support materials for multiple national product launches utilizing traditional and innovative digital channel marketing tactics.

Senior Manager, Integrated Marketing

• Reported to NA division president while working closely with senior management team to define and execute annual marketing strategy in support of business unit products, channels and sales revenue targets. Tracked key strategic initiatives and provided monthly dashboard of results to entire organization.

• Generated demand and sales support on $400 million portfolio of products across eight categories, three segments
  and seven sales channels through integrated marketing strategies and communications programs.

• Led positioning, messaging, creative development and implementation of integrated marketing campaigns utilizing; TV, online videos, publications, advertising, product literature, sales promotion, social media, email, websites, smartphone applications, trade shows, public relations, training webinars and point-of-sale displays.

• Established digital solutions capability within business unit and directed strategy utilizing database management, email and marketing automation technologies (Marketo & Salesforce) to broaden reach of brand and sales team.

• Collected Voice of Customer (VoC) insights and refined customer personas through quarterly online surveys and Service Advisory Council focus groups. Utilized findings for new product development, message and content development, and to enhance ongoing sales and marketing campaigns.

• Established objectives of marketing campaigns to define and measure Return on Investment (RoI). Forecasted and managed annual marketing budget while monitoring effectiveness of marketing activities.

• Responsible for external marketing resource vendor relations as well as internal staff supervision, team development, performance reviews, calibrations and merit recommendations.

Leadership 2.0