Experience

CreativeOne

• United States
• Financial Services
• 100 - 200 Employee

• Marketing Programs Manager

  • 2016 - Present



H&R Block

• United States
• Retail
• 700 & Above Employee

• Regional Marketing Manager - FL Central & Southeast Coast

  • 2016 - 2016

  Field leader and business partner with marketing P&L responsibility. Provided strategic marketing insight, direction and support for multi-unit territory spanning 2 Regions, 19 Districts and 400 offices. Led and developed team of 10 District Marketing Coordinators to drive new client growth at the local level in multiple cities along the East Coast. • Drove Market-leading FY16 results, ranked #1 and #2 out of 11 Regions in US East Market YOY new client and overall revenue growth. Supported over half of top 25% East Market client growth districts, 90% placed above market new client growth average. • Enhanced and supported corporate marketing programs by crafting and implementing comprehensive field marketing strategy and plans. Directed territory OOH, print, radio, direct mail, social media, public relations, sponsorships, and discounting. Developed and led integrated, easily executable guerilla marketing campaigns to maximize budget dollars. • Partnered with 2 Regional Directors, 19 District Managers and 10 Marketing Coordinators as their marketing business leader. Counseled on high potential revenue growth markets, strategic partnerships, vendor selection, office merchandising, and local store marketing activations. • Motivated marketing plan execution via coaching, challenging, and advising leadership teams and local office associates. Led, verified, and evaluated marketing performance via weekly field office visits and team communications.• Launched Block Advisors brand startup initiatives in conjunction with corporate marketing partners at 12 Block Advisors locations.

• Associate Marketing Manager, Field Marketing - East Market

  • 2014 - 2016

  Marketing Chief of Staff role for eastern 1/3 of the US and Puerto Rico. Business partner, project manager, and marketing liaison between corporate headquarters and field offices. Territory included 108 districts and over 2100 offices. • Collaborated with partners to develop and execute plans that bridged gaps between corporate initiatives and field implementation. Managed projects including Marketing Ambassadors, local media buys, LSM planning, 4DX, weekly office marketing plan, pre-season training, vendor coordination, and national campaign execution. Conducted field visits to coach and provide supplemental training.• Prepared District Marketing Coordinators for success by developing, planning, and executing an innovative nationwide training plan. Led program through multiple changes in direction and scope to best adapt to company objectives and budget guidelines. Improved YOY training engagement and satisfaction via comprehensive in-person, web-based, and self-paced plan.• Managed and monitored over $9M in multiple FY15 Market budgets including marketing programs, labor, T&E, and contra. Identified trends and provided recommendations to drive improved EBITA.• Improved efficiencies while leading East Market seasonal Marketing Coordinator hiring project cross-functional team. Directed resources, streamlined processes, and collaborated with Marketing, Talent Acquisition, and Finance to plan, recruit, and hire up to 90 new MCs annually in less than 3 months while facilitating a frictionless on-boarding experience for MCs.

• District Marketing Coordinator

  • 2013 - 2014

  Field Marketing business partner, managed Kansas City metro local store marketing initiatives. Territory included 39 offices throughout two Districts. Cross-functional SME for corporate projects including Local Marketing App deployment.• Led Mid-Central Region in FY14 New Client Revenue growth; over 20% of territory offices grew New Client Revenue more than 10%.• Aided both Districts to achieve stretch objectives by leading marketing initiatives including competitive analysis, collateral development, training office staff, brand compliance, external partnerships, multicultural marketing, and grassroots LSM plans.• Increased local engagement by planning and executing over 50 brand events and experiential marketing activations in FY14. Involvement includes “Get Your Billion Back America” campaign kickoff, George Strait Sprint Center concert, Big 12 Tournament, Sporting KC MLS activations, Royals Fun Fest and Opening Day, trade shows, tax talks, local event tablings, and nonprofit partnerships.



Northwest Missouri Cellular

• United States
• Wireless Services
• 1 - 100 Employee

• Marketing & Public Relations

  • 2010 - 2013

  Directed and managed all marketing, social media, advertising, brand management, digital, and public relations functions and budgets in rapidly changing industry. Personally developed and produced majority of company marketing collateral and advertising pieces. NorthwestCell is a regional wireless carrier with 11 retail locations in Northwest Missouri. • Updated and enhanced NorthwestCell’s brand perception by developing a revitalized and cohesive visual brand identity. Refreshed brand via company name and logo change, completing project in less than 3 months under tight budget restrictions. Designed company's first structured graphic identity and brand guidelines. Led company web site redesign with external agency, provided significant direction to ensure project remained under budget. • Increased community integration, local media coverage, and brand awareness via strategic partnerships including Don’t Text and Drive campaign in conjunction with Missouri State Highway Patrol, community events, and interactive SMS campaigns with local businesses and schools. • Identified and eliminated ineffective marketing spends, grew profitability YOY. Improved average sales growth 3% annually in a saturated market while reducing six-figure marketing budget expenditures over 50% and maintaining a monthly churn rate average below .07% throughout tenure. • Directed and evaluated market research to develop strategic plans and execute integrated, multi-channel campaigns and promotions. • Maintained highest industry market share percentage (over 45%) while leading and managing all marketing efforts throughout customer lifecycle. Spearheaded digital, email, SMS, social media, events, print, direct mail, OOH, and broadcast advertising. Created merchandising programs, managed marketing intern, produced company newsletter, press releases, and employee training pieces. Partnered with agencies, vendors, media, and OEMs to enhance marketing effectiveness.