Marketing Manager
Resume:
KIM PAGH
Marketing Manager
PROFESSIONAL SUMMARY
Experienced marketing leader skilled in branding, leadership, and growth and retention strategies, seeking to leverage expertise in a new role to drive organizational success through innovative marketing initiatives. EXPERIENCE
Kapiva Men (contract), San Francisco CA 1/2024 – 4/2024 Marketing Director/Consultant three-month contract with herbal supplement start-up. Responsible for executing marketing plans across owned channels, website development, copywriting, creative, agency management and project management.
• Led the social, influencer and affiliate marketing strategy for H1 2024 o Created social content calendar and creative briefs for influencers and content creators
o Stood up affiliate marketing program
• Improved email journey with additional triggers for abandon cart and abandon browse and added weekly campaigns to maintain regular touchpoints
• Enhanced website with additions of About Us and Our Ingredients pages, as well as updated Product Landing Pages
• Responsible for increasing reviews of newly launched products o Leveraged Amazon tools and 3rd party sites for increasing reviews Petco Health & Wellness Co, San Diego CA 11/2020 – 2/2023 Integrated Marketing Manager, Vet Services leading cross-functional marketing teams to develop and execute end-to-end marketing strategies that drive business results. Responsible for driving awareness, consideration, engagement, and bookings for various vet-related offerings.
• Led digital transformation
o Managed re-design of the vet services landing page to clearly distinguish between our vet hospital and vaccination clinic offerings as well as update branding and hierarchy of messaging o Collaborated with CRM, IT, creative and product teams to build and launch robust email reminder journey for various vet services and multiple client touchpoints
o Led process for launching dedicated social channel for Vetco Total Care (previously was promoted through Petco’s channel)
• Led enterprise dental integrated campaign that delivered 20+% sales over prior year
• Created and launched communication plan and playbook for transitioning 98 hospitals from a joint venture partner to owned model in 6 months with focus on client and associate retention
• Partnered with PetDx to launch OncoK9, the breakthrough liquid biopsy cancer detection test for dogs
ad5tzt@r.postjobfree.com
Linkedin.com/in/kim-pagh
Gresham, Oregon
SKILLS
• Brand & marketing strategy
• Brand building & management
• Campaign development &
management
• Leadership & development
• Cross-functional team
leadership
• Developing & delivering
presentations
• Planning
• Internal & external
communications
• Creativity
• Online & offline marketing
• Problem solving
• Agency & vendor management
• Partnership marketing
• Project Management
• Events & promotional
marketing
• Microsoft Office Suite
• Adobe Creative Suite
• Workfront
• Klaviyo
• Shopify
• Amazon
Kim Pagh ad5tzt@r.postjobfree.com 503-***-**** page 2 EXPERIENCE, CONTINUED
Banfield Pet Hospital, Vancouver WA 7/1999 – 9/2019 Marketing Director for a national veterinary practice with over 1,100 hospitals. Leading hospital marketing team, responsibilities included brand development and management, strategic marketing planning, creating marketing programs, maintaining strong relationships with strategic partners, event strategy and coordination, managing outside agencies and freelancers, analysis of marketing efforts, opening new hospitals to meet first year revenue goals, and integrating acquired hospitals while maintaining pre-acquisition revenue levels.
• Developed process and playbook for integrating acquired hospitals into our systems, programs, processes, and brand
o Held revenue to target of +/-5% throughout transition
• Created new hospital opening strategy and marketing plan with $4M annual budget, including digital and traditional marketing tactics, for opening 30 hospitals/year o Exceeded first year hospital revenue goal of $1M
• Developed tools, programs, and best practices for hospitals to drive new pets and maximize retention
• Collaborated with operations, field leaders and our media team to identify and launch targeted digital marketing campaigns for hospitals that have capacity to see new pets
• Managed the local marketing efforts for all hospitals
• Developed Brand Book for agencies, vendors, and other functional teams to use in developing materials, messaging and content in new brand style and voice
• Assembled and collaborated with cross functional team to improve relevance and impact of brochures and handouts that provide information and education to our clients o Created 17 new brochures to replace all existing brochures and improved 100+ handouts
• Managed photoshoots to acquire assets for upcoming campaigns and marketing materials
• Led lobby design process when Banfield started building/opening stand-alone hospital model
• Led team of four associates in meeting hospital opening, acquisition and comp hospital growth goals o Provided leadership and guidance to larger marketing team of 40+ associates
• Developed my associates by creating and executing development plans to achieve their goals
• Prioritized associate engagement, understanding what it is that engaged my associates and creating opportunities in their day-to-day role as well as outside of the office to stay engaged o Consistently received high marks on annual Gallup associate engagement survey
• Launched new positioning statement, logo, tagline, and corporate brand identity informed by extensive qualitative and quantitative research
o Designed new hospital lobby for our PetSmart locations in new brand
• Increased noticeability of hospital among PetSmart shoppers from 67% to 76% and appeal/likeability increased 53%
o Rebranded our corporate office and all hospitals over the next five years Lutes Advertising, Tigard, OR 8/1990 – 11/1995
Account Manager for small advertising agency. Managed all aspects of twelve client accounts while keeping budgets on target and achieving growth goals.
EDUCATION
University of Oregon, Eugene OR
Bachelor of Science
Journalism with emphasis in advertising
DEVELOPMENT
• MARS Leadership 1 & MARS Leadership 2
• Project Management, Richard Chang & Associate
• Supervisor Boot Camp, Learning Point, Inc.
• Women Leading Powerfully, Guttman Development Strategies, Inc.
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