DIY Web Design Guide

• Mar 2020 - Present

Chief Marketing & Experience Officer

• May 2018 - Present

Content Strategist & Copywriter

• Jan 2017 - Present

Vice President Sales and Marketing | Principle

• Aug 2015 - Mar 2020

VP of Marketing & Principle (8/15 - present) Grew business from concept to over $500,000 in sales the first six months – on track for 500% sales increase for 2017. - Manage all sales & marketing activities - business plan development & implementation, website creation & management, marketing collateral development, SEO, social media, sales & operations - Manage & train external team of window installers, turning tradesmen into customer ambassadors. VP of Marketing & Principle (8/15 - present) Grew business from concept to over $500,000 in sales the first six months – on track for 500% sales increase for 2017. - Manage all sales & marketing activities - business plan development & implementation, website creation & management, marketing collateral development, SEO, social media, sales & operations - Manage & train external team of window installers, turning tradesmen into customer ambassadors.

SVP - Marketing | Executive Leadership

• Apr 2004 - Aug 2015

(Privately held travel software company providing online solutions for campers and campgrounds including: reservations, trip planning, advertising, & shopping.) SVP of Marketing | Executive Leadership (4/2004 – 08/2015) • Delivered marketing to programs to drive 30% year over year growth for B2B software for 8 consecutive years. Improved web traffic for all consumer & B2B brands by an average of +20% annually. • Led multi-disciplinary team with IBM & several boutique technology firms to develop the Consumer Strategy response for the National Park Service RFP. Additionally, developed the framework for delivering the “Watson” IBM product to deliver cognitive technology to assist travelers in making vacation decisions. • Designed and implemented user interface (UI) and marketing modules for B2B property management & reservation SaaS. • Developed and deployed marketing strategies for B2B property management software and the consumer facing web portfolio including camping.com. • Created, defined and implemented strategic business, brand and marketing plans for the LI for both B2B & consumer product portfolio. Initiatives doubled revenue growth annually. Won numerous design awards. • Directed all aspects (business plan/model, content development, site design, UI, SEO, SEM, social media, brand positioning & brand design) of the camping.com website business model + a portfolio of other micro brand camping sites. • Directed internal and external marketing team for all aspects of product development, brand identity and experience design. Show less

CMO

• 2007 - 2011

CMO & Lead Marketing Consultant • Delivered award-winning strategic business planning and marketing services to include brand identity development, experience design and 360 marketing planning and implementation. - Projects included companies in the following market segments automotive, gaming, regulated medical waste, HR software, and social media software applications. CMO & Lead Marketing Consultant • Delivered award-winning strategic business planning and marketing services to include brand identity development, experience design and 360 marketing planning and implementation. - Projects included companies in the following market segments automotive, gaming, regulated medical waste, HR software, and social media software applications.

Experience Design | Brand Marketing Consultant

• Apr 2003 - Apr 2004

(Privately held experience design consulting firm) Experience Design Consultant Reporting directly to partners to include Joe Pine internationally recognized author of The Experience Economy and Mass Customization. Clients include Microsoft, Carlson Companies, Banner Health & Greenville Hospital System. Researched, developed, and taught primary teaching/learning modules and facilitated experience design approach. Built business and marketing plan for new customer acquisition that resulted in engagements with Microsoft & Carlson Companies. Designed business development collateral. Show less

CMO, Vice President of Sales and Marketing

• Apr 2001 - Apr 2003

(A privately held start-up featuring a super-premium culinary line.) • Added 12 new SKU’s in 3 new categories and rebranded the original product line that increased revenue by 250%. Won 3 design awards and Best New Product Award for Fancy Foods. • Developed and launched a secondary brand and product line, adding $250,000 additional revenue. • Sourced ingredients and bottles from China to reduce cost by 45%. • Gained placement in 5 key accounts to include – Williams-Sonoma, Crate & Barrel, Sur La Table, Target, and Safeway that resulted in $500,000 in additional revenue. Directed all sales and marketing aspects of the company – brand initiatives, business plan development, package design, new product development, key account management relationships, public relations, and internal staff management. Additional responsibilities included production, quality control, and logistics. Show less

Director of Corporate and Brand Marketing

• 1999 - 2001

Developed all-time #1 selling product line that added $5 million in sales. Increased brand awareness scores +20 pts and increased qualified leads by 30% & increased distribution share by 9%. • Reduced marketing spending by 35% by restructured agency relationships and contract fee structures. • Gained 3 state test market from Sam’s Club/Wal-Mart that expanded distribution. • Introduced an award-winning Country Music endorsement/sponsorship package that generated $3 million. Developed all-time #1 selling product line that added $5 million in sales. Increased brand awareness scores +20 pts and increased qualified leads by 30% & increased distribution share by 9%. • Reduced marketing spending by 35% by restructured agency relationships and contract fee structures. • Gained 3 state test market from Sam’s Club/Wal-Mart that expanded distribution. • Introduced an award-winning Country Music endorsement/sponsorship package that generated $3 million.

Director, Customer Marketing

• Oct 1997 - May 1998

Director, Customer Marketing – West Area & Safeway Corporate, Pleasanton, CA (6/98 – 5/99) Developed strategic partnerships with major accounts. • Developed integrated consumer program that drove sales 21% and GM sales 16% vs. prior year. • Created strategic partnership with the California Milk Board. • Led strategic alliance with Coca-Cola to create unique marketing and merchandising opportunity. Director, Customer Marketing – West Area & Safeway Corporate, Pleasanton, CA (6/98 – 5/99) Developed strategic partnerships with major accounts. • Developed integrated consumer program that drove sales 21% and GM sales 16% vs. prior year. • Created strategic partnership with the California Milk Board. • Led strategic alliance with Coca-Cola to create unique marketing and merchandising opportunity.

National Account Executive

• 1989 - 1997

The Coca-Cola Company – Atlanta, GA 1989 – 1997 Business Development Manager – Western Region, Oakland, CA (10/94 –10/97) Created business opportunities for Non-Carbonated Beverages and managed $45 million in sales, 16 bottling organizations in 8 states. Directed brand management, business development, and pricing. • Successfully managed regional introduction of Fruitopia, POWERaDE, Minute Maid JTG and Cool. • 1996 regional brand performance +70%; exceeding category growth by as much as 100%. National Account Executive – Convenience and Petroleum Marketers, Atlanta, GA (4/89 – 9/94) Managed annual sales of $85 million through major Petroleum channel retailers and led customer innovation teams. • Convinced company to change investment model for this trade channel by outlining the strategic importance of the consumer, the potential for brand incubation and profit opportunities. • Increased sales a minimum of 12% with all customers annually. • Established Coca-Cola as Strategic Partner of choice with major customers and vender partners. Show less

Market Manager

• Apr 1985 - May 1988

Market Manager – Control States – Columbus, OH (9/87 –5/88) Regional Brand Manager - California Cooler – New England States (1/86-8/87) Market Manager – California Cooler – South Florida (7/85–1/86) Merchandising Manager – South Florida (4/85-7/85) Market Manager – Control States – Columbus, OH (9/87 –5/88) Regional Brand Manager - California Cooler – New England States (1/86-8/87) Market Manager – California Cooler – South Florida (7/85–1/86) Merchandising Manager – South Florida (4/85-7/85)