Accomplished marketing and communications professional with a 13 year track record of creating commercial infrastructures, growing brands, and maximizing profitability at start-up, rapidly growing, and established companies. Consistently exceeded revenue targets for some of the world's top technology, software, and educational businesses through a combination of creativity, passion for innovation, data analysis and strong leadership. 11 years of experience managing global marketing teams and multi-million dollar international budgets. Extensive expertise in the strategic development and optimization of cross channel life-cycle marketing initiatives leveraging performance metrics. Wide-ranging background that delivers an exceptional work ethic and commitment to organizational objectives. Effective, proactive manager with the ability to hire, train, and motivate top performers on integrated marketing teams.
Areas of Expertise
Marketing and Communications
Brand Strategy & Content
Social & Search Media
Retail & POS
Out of Home
Research Data & Analytics
Generated 1.5M dollar sales revenue in 2 years by delivering on current client
project objectives, approaches, and KPIs.
Leading brand strategy and marketing plan development
including mission statement, brand tone of voice, and value proposition.
Achieved an all-time
franchise high in product pre-orders, improved overall product quality by
an average of 20 points, and increased sales for the Need for Speed
brand in 2012 by 23% year-over-year in a down market (-20%).
Led NA Sales and Trade Plans
that drove an incremental $10.75M in revenue & $400K in-kind value during
the critical holiday time period.
Delivered a 1st of its kind
digital marketing campaign featuring top YouTube Influencers that garnered
unprecedented 15MM views, 1.5M social stories, and 751K new Tier 1 fans at low
CPVs & CPSs.
Responsible for managing & marketing the critically
acclaimed NBA 2K videogame brand. NBA 2K11, sold over 5 million
copies, increasing profitability 67% year-over-year & 614% over a 5
Utilized product sell-through and in-depth research to shape the scope of design &
new product features each year with both of my franchises being the recipients
of multiple Editor's Award Choices & Game of the Year Awards, and NBA
2K12 becoming the #1 rated & #1 selling basketball game of all time.
10/2014 to Current
SENIOR STRATEGIC GLOBAL ACCOUNTS MANAGERSELECT DESIGN － Burlington, VT
Leading brand strategy and marketing plan development including mission statement, brand tone of voice, and value proposition.
Developing a long-term new client partnership resulting in a mutually beneficial, growth-oriented business and working relationship.
Overseeing digital, creative, sourcing, and production teams internally to ensure that all initiatives are delivered on budget, on time, and on-message with a high quality output for global and local clients such as PepsiCo, Keurig, Merrell, and Saucony.
Communicating Select's vision and philosophy through a deep knowledge of marketing and digital communications, as well a solid understanding of all channels in our digital ecosystem: website, email, search, advertising, social, content, SEO, and analytics.
Generated 1.5M dollar sales revenue in 2 years by delivering on current client project objectives, approaches, and KPIs.
04/2014 to 10/2014
DIGITAL MARKETING MANAGERMIDDLEBURY INTERACTIVE LANGUAGES － Middlebury, VT
Established Middlebury Interactive as the thought leader in the education technology and world language curriculum through innovative and novel approaches to digital marketing.
Reviewed all facets of elements in the marketing mix and developed core strategies tied to the company's growth objectives including lead generation and brand awareness.
Identified trends and implemented best practices for digital marketing, including analytics, SEM/SEO, CRM, social media marketing and content development.
Recommended digital analytic tool infrastructure to track, monitored and optimized digital presence, segmentation, and campaigns based on performance.
Continually supervised and improved the usability and conversion points of the website to ensure target fiscal KPIs were met.
Collaborated and managed cross functional departments to ensure key digital campaign exceeded business objectives.
Worked with Product Management to discuss new improvements on products to incorporate elements of gamification.
Managed campaign budgets to ensure spends were cost efficient with a positive ROI aligning to marketing and company goals.
Provided weekly reporting and analysis of online activity, detailing insights to guide future sales and marketing opportunities.
Augmented advertising and lead generation efforts with new organic methods such as SEO, social and new content engines.
Drove 2x website traffic while reducing bounce rates, increasing sales conversion and decreasing the need for paid traffic over time.
Transformed statistical performance information and data to customer-facing, meaningful messaging through website graphics, social media promotions and compelling blog posts.
05/2012 to 04/2014
SENIOR BRAND MANAGERELECTRONIC ARTS － Redwood City, CA
Managed EA's North American portfolio of products to successfully achieve teams' fiscal communication and financial goals.
Developed long term brand identities and marketing strategies from product infancy incorporating market research, customer trends, buying preference, concept design to business development, budget management including P/L reporting, & generation of GTM plans.
Led ideation and execution of multi-million dollar marketing campaigns across teams inside of EA and with outside agencies including: POS Sale & Trade Teams, Advertising, Social Media, PR, Data Analytics, Consumer Insights, Retail, Finance, Legal, CRM, Demand Planning, Creative Services, Global Brand Partnerships, & Product Development.
Supervised multiple department managers to establish clear career growth opportunities while still ensuring corporate and financial objectives are exceeded.
Drove all retail and trade planning including presentations on brand initiatives and selling points to key audiences of over 7,000 people.
Ensured positive performance marketing ROI by continually evaluating marketing initiatives with Data Analytics to inform & implement dynamic consumer marketing decisions.
Evaluated highly detailed weekly performance metrics and created insightful analysis reports that are distributed to cross functional teams, executives, and board members to facilitate action and campaign improvement.
Worked with Consumer Insights team to create demand funnels and consumer journeys to accurately determine & deliver on market opportunities.
Collaborated with manufacturing teams to guarantee roadmaps successfully merge customer desires and requirements with product development to ensure category success.
Partnered with Licensors (Microsoft, Sony, & Nintendo) to leverage co-marketing opportunities and maximize brand SOV.
12/2007 to 04/2012
BRAND MANAGERTAKE-TWO INTERACTIVE － Novato, CA
Grew the NBA business from a 700K videogame selling franchise (NBA 2K7) to the #1 rated & best-selling basketball game of all time with over 5MM units sold (NBA 2K12).
Conceived, developed, and implemented annual comprehensive marketing strategies including TV, online, print, OOH, and social media.
Spearheaded creative design of materials from advertising to FOB packaging elements to retail and promotional items.
Ensured all marketing campaign assets were delivered on time per key milestone dates and adhered to manufacturing, league, 1st party, & ESRB regulations.
Oversaw title launches in Europe & Asia including localization efforts, promotions, and related collateral increasing global business 25%.
Collaborated with Take-Two sales & channel marketing teams to pitch and secure national promotions with top tier retailers increasing product sell-in and brand presence in-store.
Strengthened consumer brand engagement by building the NBA 2K social media fan base to over 2MM on Facebook & 240,000 on Twitter.
Managed PR team to come up with effective consumer campaigns spanning pre-launch, launch, and post-launch of perennial products.
Completed product forecasts, allocate and track multi-million dollar budgets, and provided in-depth post launch campaign ROI evaluations.
Conducted market research & competitive analysis to formulate key game features & product strategies that instruct development studios on how to maximize differentiation from the rest of the market.
Developed & leveraged relationships with all leagues and their licensed partners including the NBA, ATP, and WTA to increase brand awareness & drive sales.
Led the selection process of athlete, celebrity & music artist endorsements, as well as originate contracts and fulfillment of deliverables.
Responsible for all music selection & licensing of in-game soundtracks, as well as viral marketing videos & TV spots.
Drove the best-in-class presence of NBA 2K and Top Spin brands at major industry trade shows such as E3, Leipzig, and DPS.
03/2005 to 12/2007
ASSOCIATE BRAND MANAGERTAKE-TWO INTERACTIVE － Novato, CA
Successfully managed global product launches of NHL 2K & Top Spin franchises across 3 platforms with one direct report.
Responsible for 1st party/ESRB relationships and submissions as they pertained to the NHL & Top Spin franchises.
Tracked to successfully release a 3 sku line with an integrated bilingual media campaign and channel marketing plan.
Communicated product positioning and features to sales, PR, online teams as well as creative, media, and promotional agencies.
Managed all league relationships and partnership fulfillments as a liaison to the NHL, NHLPA, WTA, & ATP.
Conducted extensive national focus test campaign to galvanize our content, packaging, & media strategies.
Administered both online and offline multi-platform tournaments involving major corporate licensing and partnerships such as Nike, Sprite, Remington, Dodge, Pontiac, Nokia, Power Bar and Gatorade.
Bachelor of Science: Cognitive ScienceUniversity of California － San Diego, CAEmphasis
– Human Computer Interaction and Cognitive Ethnography
Advanced skills in Microsoft Word, Excel, Power Point, Keynote,
Photoshop, and Adobe Creative Suite programs
Amateur DSLR photographer and videographer
Community Philanthropist with over $100,000 raised and donated
to charities annually
Resumes, and other information uploaded or provided by the user, are considered User Content governed by our Terms & Conditions. As such, it is not owned by us, and it is the user who retains ownership over such content.
Companies Worked For:
MIDDLEBURY INTERACTIVE LANGUAGES
University of California
Job Titles Held:
SENIOR STRATEGIC GLOBAL ACCOUNTS MANAGER
DIGITAL MARKETING MANAGER
SENIOR BRAND MANAGER
ASSOCIATE BRAND MANAGER
Bachelor of Science : Cognitive Science
Create a job alert for [job role title] at [location].