Social Media Content Marketing

BARRY J. ROBINS

*** *** ** **

Blooming Prairie, MN 55917

Phone: 779-***-****

ad1td5@r.postjobfree.com

Innovative, Effective Digital Advertising Leader

Significant expertise in the development of highly successful marketing and advertising programs that combine strategy, planning, purpose-driven creative messaging, omnichannel tactics, data analytics, and continuous improvement.

Over 20 years of experience building and leading advertising/marketing teams within agencies and corporations.

Proficient in strategy, execution, analytics, and optimization of a wide range of programs including: retail media, search advertising, digital display, social media advertising, email marketing, SEO, CRM, influencer campaigns, content marketing, and website development.

Strong analytical skills with applied practice in Google Analytics, Google Ads, Profitero, Content Analytics, PriceSpider, Skai, Salsify, Ahrefs, Mailchimp, Braze, Oracle, 3M VAS, Bazaarvoice, and PowerReviews.

Professional Overview

Straight Arrow News, Omaha, NE June 2023 - present Director of Marketing

As Director of Marketing for SAN, I oversee advertising and audience development for this media organization.

Responsible for the strategic development, execution, and optimization of marketing programs.

Introduced and implemented predictive AI technology for consumer image optimization.

Leading the evaluation and implementation of a Consumer Engagement Platform. Hormel Foods, Austin, MN July 2021 - June 2023

eCommerce Search & Content Manager

In this role, I led the eCommerce advertising strategy and content team for a Fortune 300 enterprise.

Created Hormel's first search strategy team and subsequently brought all retail search advertising in-house. This capability has saved the corporation over $1MM in agency fees.

Guided the team responsible for the strategic development, execution, and optimization of retail search marketing programs that drove incremental sales results to meet the company's overall eCommerce performance goals.

Built out internal search management capabilities, including the evaluation and implementation of the Skai omnichannel marketing platform for the execution of sophisticated rules-based automation and AI campaigns.

Also directed Hormel's eCommerce content initiatives, working with my team to develop and implement a content standard of excellence for the enterprise through the creation and delivery of product copy and imagery that resonates with prospective consumers.

Oversaw the company's Ratings & Reviews initiative, including programs that drove significant consumer content for products in the Hormel family of brands.

Led the eCommerce sales education efforts for retail digital advertising and content.

Designed and implemented a Kanban project management process accommodating all of my team's activities. I also created a Scrumban system to more efficiently manage content creation, optimization, and publication.

Hormel Foods, Austin, MN October 2020 - July 2021

Brand Manager, Grocery Products Marketing

Integral role in the marketing and business management of the $235M Hormel Chili portfolio including HORMEL Chili, STAGG Chili, and HORMEL Tamales.

Focused on brand equity management, working to ensure consistency and clarity across all consumer touch points. Actively updated mid and lower funnel creative to augment brand advertising strategy.

Active engagement with the Innovation team with the development of new products and line extensions.

Led the Chili team's cross promotion and licensing efforts.

Worked closely with CPS to support sales and trade strategy, including omnicommerce initiatives.

Assisted in the strategy, development, and execution of the Annual Operating Plan (AOP) including P&L management and marketing initiative execution. Hormel Foods, Austin, MN April 2018 - October 2020 Digital Content Marketing Specialist

Responsible for content development for both owned and retail digital ecosystems. I led the redevelopment of several brand websites along with implementation of PowerReviews and PriceSpider. Over the last six months in this role, I also managed retail search programs for Amazon

& Instacart.

Led and managed multiple digital owned-media ecosystems to drive traffic, views, and subscribers for DEG-managed properties via the development of digital strategies, content, and partnerships with both internal and external partners.

Managed client customers (brands, internal partner, external partners) for the planning, creation, and analysis of digital content for several brand sites.

Worked to manage and maximize the benefit of 3rd party vendors that support DEG owned- media properties including digital agencies, review syndicators, eCRM, store locator vendors, etc.

Served as a subject matter expert on digital owned-media. R.C. Romine & Associates, Geneva, IL March 2017 - April 2018 Senior Content Marketing Strategist

Focused on planning, development and management of informational content for B2B and B2C clients. These content marketing activities enhanced marketing/sales funnels and increased customer engagement across multiple touch points.

Engagement involved working with clients to analyze market data, identify content strengths and weaknesses, develop strategy, and subsequently execute comprehensive content marketing programs.

Through a foundation of extensive research, I wrote feature articles, blogs, and Web content designed to increase search engine rankings; drive more visitors to website or blogs; increase mentions, tweets and likes; increase client acquisition; enhance brand awareness; and build trust and brand loyalty.

Following program launch, I worked to monitor campaign/program performance, refining strategy to produce enhanced campaign results.

Healthgrades, Madison, WI August 2014 - June 2015

Senior Strategic Marketing Manager August 2016 - March 2017 In my role as Senior Strategic Marketing Manager with Healthgrades, I served as a primary resource for CRM and digital marketing strategy, including program development, execution and interpretation to meet my customers’ business goals.

As an integral member of the customer account team, I functioned as a subject matter expert for healthcare marketing strategy and program development.

Analyzed hospital client markets and capabilities to develop cross-channel marketing recommendations designed to grow service line revenue and improve population health.

Worked to implement the programs identified in the customer’s CRM Plan, using creative approaches informed by cutting edge direct marketing strategies.

Collaborating with account managers and analysts, I provided evaluation of in-market programs, interpretation of results, and recommendations for optimization.

Identified and proactively recommended ways in which to improve client satisfaction through Healthgrades’ Strategic Solutions.

Practice Velocity (Experity), Rockford, IL June 2015 - August 2016 Director of Marketing

As Director of Marketing for Practice Velocity, I led the marketing efforts supporting the company’s full product and service line including software, consulting, and billing.

Reporting to the CEO, I oversaw marketing strategy, planning and execution for a wide range of initiatives including web development, SEO/SEM, digital advertising, direct marketing, print advertising, media relations, social media marketing, tradeshow advertising & promotion, brand nurturing, and content marketing.

Starting with a department featuring only one additional employee, over my first nine months with the company I worked to build a full service, in-house advertising agency that supported not only Practice Velocity but five closely held companies as well.

Responsible for the day-to-day leadership and oversight of a staff of eight marketing professionals, ensuring that team is focused on the most important initiatives to support the company’s growth and financial goals.

Deluxe Corporation, Shoreview, MN May 2010 - June 2014 Senior Product Manager

Leveraged consultative selling strategies to position full color and direct marketing services to high- potential national accounts, focusing on assigned vertical markets to grow market share. Partnered with internal groups to maximize revenue, profitability and wallet share for assigned accounts and leads. Established, built and leveraged relationships with customers and referral sources through networking to generate referrals and build pipelines.

Planned, executed, and supported full color and direct marketing product programs for Deluxe Major Accounts and Financial Services.

Developed programs for specific market verticals leveraging enterprise W2P, offset, and VDP print capabilities.

Planned and developed cross-media marketing strategy for the Johnson Group.

Authored numerous integrated marketing programs for clients in wide a range of industries. Omnia, Rockford, Illinois May 2001 - May 2010

Agency Director

Led a cross media, business-to-business advertising agency’s account services department, ascending to role of agency director and ultimately president. In this role, I oversaw the entire operation and managed a staff of 10-15 marketing professionals along with additional contract resources.

Expanded the agency's account base 50% by broadening service offerings to include development of marketing programs and collateral, public relations, web site planning and digital media.

Authored over 50 comprehensive marketing plans for clients in the medical, technology, industrial manufacturing, and other professional markets, creating agency of record relationships with dozens of clients.

Reduced operating expenses 20% by establishing policies and procedures that improved the efficiency and effectiveness of account and project management. Professional Development

Education

Northern Illinois University DeKalb, IL

Bachelor's Degree

Summary: Earned B.A. degree in Marketing Communications. O'Connell Award winner for academic excellence (3.62 GPA on 4.00 scale).

Google Certified, 2016

References

Available upon request

Contact this candidate