Sr. Digital Marketing Manager
- Portland, Oregon Area
- Marketing and Advertising
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Responsible for the success of two international consumer brand sites, leupold.com, redfield.com, and consumer direct eCommerce site, customshop.leupold.com.
Strategist in the development of varied online, integrated offline marketing projects and programs for all Leupold & Stevens, Inc markets (domestic and international) in support of the strategic marketing plan. Developed overall interactive brand strategy and identified opportunities to align with yearly company and board set objectives. Presented objectives and performance to executive, board, shareholders and external staff.
Mentored and lead team of 3 direct reports; collaborated with internal IS, IT, product line managers, engineering, and manufacturing teams; partnered with 4 external agencies for implementation and infrastructure support. Initiated and brainstormed creative direction and UX/IA designs, produced social content to fulfill company’s social media initiatives and marketing communications goals, developed SEO/SEM plans with external partners and internal development processes.
Supported Senior Advertising & Communications Manager in managing and budgeting for over-all Brand Communications department, and the relay of budgetary decisions to outside resources including media, agencies, and vendors.
From the ground up lead the complete rebuilt of all online brand properties to modern UX and IS standards, including mobile, (CapEx budget over 1 million)
Implemented strategy that saw a 64% increase overall unique site visits over a 3 year period. (Over 3.5 million)
Increase site loyalty 8% with content marketing strategy.
Built social presence for 6 page/properties on 3 platforms from inception to totaling over 125,000 unique social advocates. Program success warranted creating social team direct reports.
Direct relations with online retail vendors, and implemented brand landing pages within online partner channels.
A side-project LLC umbrella, Chambara is an interactive think-tank comprised of a team I personally assemble from my network of Portland agency experts, based upon client and campaign needs. A consortium of new media interactive designers, developers and strategists working on bringing companies into the digital and interactive marketing space.
Clients: Smith & Wesson, Puma Knife Company USA, Leopold Ketel & Partners, ID Branding
• Key contributor to developing strategic, integrated interactive brand marketing plans and proposals by leveraging online and operational expertise and critical insight.
• Lead and mentor a collaborative team assembled from full breadth of agency’s services. (Interactive, PR, Social/Earned Media, Metrics, Film-Video, Creative, including additional outside agency vendors)
• Primary liaison to client during campaign and project lifecycles, providing consistent and timely communication; advising on emerging technologies, tactical and strategic engagement and opportunities.
• Oversee development of interactive campaign deliverables from project/program campaign pitch and inception through final delivery and project wrap. Ensured project team was setup for success to complete project. Facilitate team collaboration/communication.
• Create/maintain/enforce schedules, budgets and project status.
• Profit & Lost reporting. Includes: create/submit Purchase Orders, Check Requests, and Expense Reports.
• Enforce quality control across myriad of platforms.
• Determine/monitor resource requirements/issues.
• Collaborate with Traffic Managers, Studio Managers and others as needed to identify and contract third-party vendors. Escalate issues as needed when project scope, budget and/or client expectations are at risk.
Clients: ASUStek, AT&T, Lenovo, Intel
Engaged in a six month contract to produce two large interactive programs. One project related to bicycle tourism for Oregon's Travel Tourism Commission (rideoregonride.com) the other a mobile OS demonstration showcasing mobile technology.
Assisted in associate producing various smaller scale interactive projects.
Clients: Travel Oregon, Beloved Cycles, Adobe
Was actively recruited to lead agency interaction with Columbia Sportswear Company (CSC). Solid rapport based client management and internal agency process review were key factors in my recruitment.
Lead strategy and design teams for award winning redesign of columbia.com and montrail.com for 2009 preparedness of emergence into e-commerce market. Managed all projects and initiatives for CSC totaling over 4+ million in retained revenue for White Horse. In addition to above website redesigns and planning. developed 2008 retainer contracts while overseeing media services and publishing, viral campaigns, desktop widgets and lead weekly face-to-face meeting with CSC.
Clients: Columbia Sportswear Company, FEI
MARKETING MANAGER: Managed 2008 marketing strategy while instituting expansive marketing plan that would launch new brand identity and collective voice. • Cooperatively oversaw creation of brand refresh and guidelines. • Nurtured vendor relationships for joint-marketing online, video and print campaigns launching as lead into 2008. • Reviewed online website analytical data for existing ad campaigns and altered to propel rankings and exposure through optimization.
PROJECT MANAGER (Interactive): Responsible for building project time-lines, milestones and assuring all details are completed by strategy, creative and programming teams. • Ensured budgets were adhered to and actively mitigated possible risks and challenges projects may encounter, while addressing their circumvention. • Through friendly rapport based client relationships, procured new business and new opportunities for company growth. • Motivated and engaged teammates to bring out their best qualities and positively affected company culture
Clients: Nike, Intel, Nau, Outrigger Hotels & Resorts, Aspen Investments, Provenance Hotels, Ariat International
BRAND DEVELOPMENT: Actively accreted content, assets and materials in a burgeoning international brand. Ended tenure maintaining a media buy budget in excess of 1.6 million dollars a year; utilizing existing in-house team structure while nurturing and expanding external agency relationships. Developed company website personally from creative assets created by myself and outside agency backup.
Maintained a multifaceted role, responsible for interactive, print and televised project launches. In addition to these roles, was team supervisor of customer relation specialists, propagating process and materials for direct mail campaign that targeted worldwide end user customers, direct vendors and media editorial VIPs. Managed complete company wide brand marketing initiatives and design implementation from initial strategy to development; creating and critiquing materials through design, proof and print with results that were stunning, precise, under deadline, on budget and award winning.
• Agency Liaison
• Relationship Management
- Interactive Advertising
- Project Planning
- Creative Direction
- Marketing Strategy
- Integrated Marketing
- Program Management
- Digital Marketing
- Brand Development
- Interactive Marketing
- Marketing Management
- Project Management
- New Media
- Social Media Marketing
- Digital Strategy
- Vendor Management
- Online Marketing
- Web Analytics
- Social Media
- See 10+ See less
Honors & Awards
White Horse tenure:
2008 Platinum Hermes Award - Columbia Sportswear Site Overhaul (www.columbia.com)
2008 Silver Horizon Interactive Award - Thinsulate Promotion Microsistes (Columbia Sportswear & Sorel Footwear)
2004 Summit Creative Award - Marketing
2004, 2002 Shooting Sports Foundation's Academy of Excellence Award - Product Related Catagories
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