Leadership & Strategy

Sr. Director of Marketing

Thistle Farms

Revenue: $13.4M

From $6.8M to $13.4M in 4 years.

Thistle Farms Highlights

FY23 Marketing Strategy

Goal: Support $13.4M in Revenue
Marketing Budget: $1M

View Strategy + Goal Tracker

Format Amended From EOS

  • Elevate Organization

    • Messaging Refresh
    • Demonstrate Stewardship
    • Launch Rebrand
    • Complete Website Relaunch

  • Generate Awareness & Drive Revenue

    • Reposition Sales and Products
    • Multi-channel Advertising Plan
    • Maximize Holiday Season
    • Leverage Partnerships and Influencers

  • Build Loyalty & Engagement

    • Leverage Persona Data from Raiser's Edge
    • Conduct Customer Survey
    • Create Engagement Onramps
    • Refresh Welcome Flow

Marketing Team Growth

My favorite part of the department transitions was helping a 20 year volunteer turned social media manager find her “second honeymoon” at Thistle Farms as head of Customer Experience.

Sometimes it’s about finding the right seat, so a team member can thrive.

Grew Team From 4 to 11

Marketing salaries, tools, and advertising were only held against the product P&L. Resources were slim, team members were green, burnout was high, and business unit expectations were unattainable. 

To address, I positioned the team as an agency, allocating salary % and every dollar to the business unit P&L it supported. 

Additionally, I worked with each business unit during FY planning to: 

  • Develop a 12 month calendar of projects 
  • Align budget and resources 

Director of Marketing + eCommerce

DELK, Inc.

Revenue: $20M

Marketing Team Growth

Grew From 1 Role (Myself) to a Team of 6

I joined the DELK team as the first Marketing hire. 

As the organization grew, I was able to scale the Marketing team: 

  • Realigned Creative from Product Development to Marketing
    Expanded to 2 roles.
  • Brought Customer Experience In House
    The seasonal nature of the winter windshield cover business meant the organization outsourced CX to a call center. I reallocated the expense to create an FTE that covered both CX and Social Media.
  • Created eCom + PPC Role
    Backfilling the role I was initially brought in to fill.

2018 MYCHANIC Marketing Strategy

Goal: Support $3M in B2B and $300K DTC Revenue
Marketing Budget: $375K

View Strategy Presentation

  • Build Credibility

    Position the brand as an authoritative, innovative, and credible source of garage essentials.

  • Build Awareness & Excitement

    Initiate market expansion by targeting additional enthusiast niches and relevant channels.
    $375K Budget

  • Build Sales

    Achieve eCom goal and support retail sell through.

  • Build Loyalty

    Provide an experience that turns customers into fans.

2019 FrostGuard Marketing Strategy

Goal: Support $7.1M in B2B and $1.9M DTC Revenue
Marketing Budget: $300K

View Strategy Presentation

  • Category Awareness

    $250K Advertising Plan:

    Targeted Broadcast

    PPC

    Influencer

    Earned Media

  • Category Captaincy = Conversions

    Authentic Assets

    Overcome Objections:
    Size Chart, FAQs, Manuals

    Credibility: 
    Reviews, UGC, Influencers

  • Customer Experience

    Chat:
    Accessibility at the Point of Conversion

    Consumer Confidence:
    Warranty & Service

    Social Engagement:
    Personality and Real People Behind the Brand

Marketing Manager, Digital

HealthStream

Revenue: $500M

2016 Digital Marketing Strategy

Goal: Elevate Digital Brand and Support $500M B2B Revenue Goal
Digital Marketing Budget: $250K

View Strategy Presentation

  • Elevate Digital Presence

    Optimize Website
    Drive Social Growth
    Manage Online Reputation
    Engage Digital Community

  • Enhance Lead Management

    Implement New Marketing Automation System
    Fill in Customer Journey Gaps
    Optimize Forms: Progressive Profiling, A/B Tests
    Improve Lead Hand-off with Sales
    Drive Leads Through PPC, SEM, Organic, Events

  • Innovate Content Strategy

    Implement Digital Asset Management (DAM)
    Segment and Personalize Content
    Integrate Industry News For Expanded Relevance
    Elevate Content Via Social, PPC, and Collaborations
    Enhance Blog

  • Improve Reporting

    Revise KPIs and Benchmarks
    Identify New Dashboard Tool
    Implement Attribution Tool
    Define SLA with Sales
    Leverage Competitive Data Tools
1 4

Marketing Manager

H. D. Smith

Revenue: $4B

Grew marketing and program vertical to a team of 3.

2016 Marketing Strategy

Goal: Support $4B Revenue Goal and $1M Retail Programs Goal

View Strategy Presentation