Resume

• DEAKO LIGHTING | Head of Marketing | 19M
  Sept 2021 – Present | Seattle, WA

  Passionate marketing and brand leader with extensive executive experience in dynamic, high growth environments. Action-oriented with a proven record of growing revenue through data-driven B2B2C, B2C, and D2C marketing. People-focused with belief in building honest and cross-functional relationships, developing strong processes, and continuous learning. Empathetic leadership style successful in expanding marketing organization, mentoring talent, and motivating teams to consistently deliver results.

  • Led overall strategy and execution for marketing and communications policies, objectives, and initiatives with a budget of 2M and six direct reports.
  • Acquired largest home builder by volume in the US through B2B marketing strategy and sales relationship building
  • Led implementation of single largest revenue stream development program to grow gross revenues by 262% in 2022 
  • Scaled e-commerce revenue 300% in less than two years
  • Defined the corporate vision, mission, and strategy to align with company goals
  • Launched corporate communications messaging foundations playbook to drive content and product marketing initiatives from
  • Created industry thought leadership content and scaled insights solutions across the sales organization, client and agency partners.
  • People manager. Developed, mentored, and led a multi-disciplined five-person team from product marketing, videography and multimedia, content/copywriting, marketing operations, UX/UI and front-end web development.
• DEAKO LIGHTING | Director of Marketing | 7M
  Sept 2016 – Sept 2021 | Seattle, WA

  Joined Deako, an IoT startup for modular smart home lighting as the Director and first marketing employee. Led the strategic implementation of marketing resources for business development, in particular implementing architecture and processes necessary for rapid growth. Deako named the #1 Smart Lighting Control System by TecHome Builder, Top 25 Innovative IOT Companies by Entrepreneur, Top 50 most promising Startups by Bloomberg, and “Changing The Way Builders Spec Light Switches” – Builder Magazine among other accolades. Revenue grew from 0 to 5M while in this position.

  • Directed strategy on B2C & B2B ads, creative and product research, created industry thought leadership content and scaled
  • Built out marketing process; identified operational requirements, created action and implementation plans, and effectively coordinated with cross-functional teams.
  • Built social community platform through PR, influencers, and organic B2B advocate strategy
  • Owned email marketing strategy and nurture campaigns, achieving an overall OR of 50% and CR of 20% 
  • Refined B2C advertising strategy leveraging outside agencies for implementation increasing ROAS to $8
  • Managed agencies and contractors across multiple platforms (digital ads, creative, media, PR, web development)
  • Built branding foundations for the company including content for messaging, press articles, website, videos, sales training, collateral, and digital assets.
  • Managed in-person industry events to generate builder leads into the sales funnel and acquiring 
  • Validated “Razor and Blade” business model through builder partners and direct-to-consumer revenue streams.
• NORTHWEST FRAMING | Creative Director
  Sep 2015 – Sep 2016 | Seattle, WA

  • Established brand principles, and conceptualized the customer journey and overall artistic vision for the largest custom picture framing retailer in the Pacific Northwest with 30+ stores.
  • Increased repeat purchase rate by 15% in 11 months with direct mail efforts and promotional strategy.
• Bill Speidel’s Underground Tour | Marketing Manager
  Jun 2015 – Sep 2015 | Seattle, WA

  • Established artistic direction and maintained branding standards, designed web-based promotions and assets, and implemented a global digital strategy leading all activities.
  • Learned to code and implemented a new mobile-friendly website to create a better user experience.
• THE QUELL GROUP | Digital Marketing Specialist
  Sep 2014 – Mar 2015 | Troy, MI

  • Built initial Digital and SEO Marketing department to diversify The Quell Group public relations agency to focus on B2B clients in the greater Metro-Detroit area; became the third largest revenue stream for the Quell Group.
• SPACE, INC. | Marketing Coordinator
  May 2013 – Sep 2014 | Midland, MI

  • Launched family of brands under parent company to diversify revenue streams including a sustainability brand which follows EPA format by reusing up to 90% of existing furniture assets. 
  •  Wrote and won three RFP bids for The DOW Chemical Company and Thomas P. O’Neill Jr. Federal Building resulting in over 7 million dollars in contracts
• 🎓 EDUCATION | Northwood University

  Bachelor of Business Administration B.B.A.
  Triple Major: Advertising, Marketing & Management
  Graduation May 2013

Skills

Go-to-Market Strategy
Strategic Partnerships
Strategic Annual Planning
Business Development
Brand Building
Product Marketing
B2B2C, B2C, D2C marketing
Web & E-Commerce
Digital Marketing & SEM
Customer Journey Mapping
Google AdWords & Analytics
Influencer & Community Building

The Seattle Times

SEO Writing