Experience

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  Cobian Footwear

  • San Marcos, California, United States

  • Marketing Director

    • Jun 2021 - Present
    • San Marcos, California, United States

    Reporting directly to the CCO, I lead the Cobian Marketing Department with direct responsibility for planning, directing, and managing all marketing strategies, functions, objectives, and initiatives.Achievements and highlights:• Led a dynamic brand refresh, including new identity, campaign strategies, and enhanced studio and lifestyle visual content.• Led the ground-up design and development of the brand's new direct-to-consumer e-commerce website, orchestrating all aspects of marketing support to ensure a robust and successful online presence.• Spearheaded a strategic initiative resulting in a substantial 330% year-over-year (YOY) growth in direct-to-consumer (DTC) net revenue, exceeding established objectives in both top line revenue and bottom line profitability.• Played a pivotal role in steering the brand to achieve its highest-ever annual revenue and profitability, marking a historic milestone in the company's financial success.

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  Kellen Trachy Marketing

  • Worldwide

  • Marketing Consultant / Fractional CMO

    • Oct 2018 - Present
    • Worldwide

    I provided expert marketing strategy advice to brands across the lifestyle, sport/fitness, event, tech, and CPG industries. My consultancy focuses on key areas such as social media, influencer marketing, lead generation, PR, CRM, e-commerce, and digital advertising, offering comprehensive solutions tailored to each brand's unique needs and goals.

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  Foodie Syndicate

  • Los Angeles Metropolitan Area

  • Co-Founder & CMO

    • Jan 2020 - Present
    • Los Angeles Metropolitan Area

    Foodie Syndicate is the mobile app to connect food lovers, restaurants, and food suppliers for friction-free dining experiences.

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  crankbrothers

  • Laguna Beach, CA

  • Global Marketing Director

    • Jun 2014 - Oct 2018
    • Laguna Beach, CA

    Reporting directly to the CEO, I led the Crankbrothers Marketing Department with direct responsibility for planning, directing, and managing all global marketing strategies, functions, objectives, and initiatives.Achievements and highlights:• Successfully orchestrated a complete brand turnaround.• Optimized marketing strategies and tactics to bring a 40% increase in annual revenue with a 0% increase in the marketing budget. • Increased Instagram followers from 4k to 300k+, making it one of the most-followed brands in the industry. • Conceptualized and produced video content that achieved 100k-1M+ views and placement in top media sites worldwide.• Directed all public relations and media relations for the brand globally.• Introduced an athlete-driven marketing initiative that raised $50k for charity while driving millions of free editorial brand impressions.• Built and managed a high-performing globally distributed marketing team and oversaw a roster of over 100 athletes worldwide.• Identified signature products and licensing opportunities that brought in millions of dollars in incremental revenue each year.• Developed and managed the brand's global e-commerce website built on the Shopify Plus platform.• Exceeded annual sales and marketing goals.• Awarded VitalMTB Audience Survey #1 Brand 2016 & 2017.

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  Fox Racing

  • Irvine, CA

  • Global Marketing Manager

    • Apr 2012 - Apr 2014
    • Irvine, CA

    Led the launch of Fox Racing's Footwear and Active Apparel, steering strategy and execution in a high-impact role:• Drove a 300% surge in footwear revenue within the first year.• Elevated footwear to the top-selling category on the e-commerce site.• Secured partnerships with top 5 action sports training centers, boosting category adoption.• Initiated D2C quarterly catalogs to 250k+ households, enhancing direct consumer reach.• Collaborated with elite athletes in Motocross, MTB, BMX, Wakeboard, and Surfing to amplify product visibility.• Championed in-store marketing efforts, producing presentations for over 50 retail partners, significantly increasing wholesale and retail sales.My role was pivotal in positioning Fox Racing at the forefront of the action sports industry, leveraging innovative marketing to drive growth and establish market leadership.

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  OluKai Premium Footwear

  • Irvine, CA

  • Marketing Communications Manager

    • May 2008 - Apr 2012
    • Irvine, CA

    As the Marketing Communications Manager at OluKai, I was entrusted with the strategic development of the brand's voice and positioning, crafting marketing communications that resonated with our target audiences. My role was pivotal in steering B2B, B2C, and DTC marketing initiatives that propelled the brand to new heights. Here's an overview of my journey and the milestones achieved:Brand Development: Instrumental in creating and establishing a distinctive brand voice and positioning that successfully captured the essence of OluKai and resonated with a diverse consumer base, from core enthusiasts to the wider public.Campaign Management: Spearheaded comprehensive product and brand campaigns, managing the intricate balance between business-to-business and direct-to-consumer communication strategies.Sales Growth: Played a key role in driving exponential sales growth, achieving a 330% increase in annual revenue through targeted marketing efforts and strategic campaign execution.Brand Visibility: Launched innovative in-store displays that significantly amplified brand visibility, generating millions of impressions worldwide and solidifying the brand's presence in the retail space.Retail Expansion: Expanded the brand's footprint across retail locations, which led to a 200% average boost in product sell-thru rates, demonstrating the effectiveness of strategic retail marketing placements.Industry Recognition:SIMA Breakthrough Brand of the Year: My contributions to the brand's messaging and market positioning were recognized with the prestigious Breakthrough Brand of the Year award.Top Performer Recognition: My dedication and results-driven approach were acknowledged by the company, earning me a 'Rising Star' award.My tenure at OluKai was marked by a relentless pursuit of marketing excellence, fostering brand loyalty, and driving sustainable business growth through innovative communication strategies and impactful brand storytelling.

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  DBMG

  • Orange County, California Area

  • Account Manager

    • Aug 2006 - May 2008
    • Orange County, California Area

    As an Account Manager at DBMG, I have been at the forefront of orchestrating direct-to-consumer (DTC) marketing campaigns by fostering robust relationships with clients, coordinating with various agency departments, and negotiating with external vendors to ensure seamless campaign execution. Here's a snapshot of my role and responsibilities:Strategic Advisory: Offered expert guidance on the creative design, copywriting, budget allocation, and target audience segmentation to optimize campaign outreach and impact.Quality Assurance: Diligently proofread and managed the traffic of copy, layout, and final artwork, upholding the highest standards of quality and brand consistency.Project Management: Spearheaded the timeline management for all projects within my portfolio, ensuring deadlines are met and stakeholders are kept informed through regular status updates.Performance Analysis: Monitored and analyzed campaign performance data, deriving actionable insights to enhance efficiency and amplify return on investment (ROI).Client Relations: Built and nurtured enduring client relationships, acting as a trusted advisor and ensuring all campaign deliverables align with client expectations and objectives.I am passionate about driving marketing success and delivering measurable results. My commitment to excellence and continuous improvement has consistently led to successful campaign outcomes and heightened client satisfaction.

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  Hayes Martin Associates

  • Orange County, California Area

  • Account Coordinator

    • Jan 2005 - Aug 2006
    • Orange County, California Area

    In my role as an Account Coordinator at Hayes Martin Associates, I honed my skills in facilitating dynamic marketing communications and project coordination. I take pride in being the key point of contact that bridges clients with our creative teams, ensuring that every project is a testament to our collaborative spirit and dedication to excellence. Below are some of the core responsibilities and contributions I've made in this position:Client & Team Liaison: Acted as a pivotal liaison among clients, Account Executives, external vendors, and various agency departments, ensuring a streamlined communication process.Project Coordination: Orchestrated the production pipeline for a diverse set of marketing materials, including print ads, email campaigns, websites, brochures, postcards, and specialized collateral pieces.Quality Control: Meticulously proofread and managed the flow of copy, layout, and final artwork, guaranteeing the delivery of error-free and high-quality content.Progress Monitoring: Diligently provided up-to-date status reports and managed comprehensive task lists, tracking the progress of all projects to ensure timely completion.Meeting & Material Preparation: Prepared all materials required for presentations and meticulously documented discussions and action items during weekly client meetings.My role is instrumental in maintaining the rhythm of the agency's workflow and ensuring client visions are translated into impactful marketing campaigns. I am committed to supporting my team in delivering strategic, creatively rich, and highly effective advertising solutions.