Summary

Experienced, creative, strategic, and forward-thinking marketer with a reputation for developing strong market positioning, building brands, and delivering successful results in both traditional and digital environments. Recognized leader with a collaborative style who quickly builds trust and credibility with customers and across all levels of management and skill sets.

Professional Experience

PATRIOT INDUSTRIES RICHMOND, VA

Marketing Manager, June 2018 – February 2019

Manage, develop, guide, and initiate strategies and tactics to drive our brand growth through distributors, reps, and end-users using social media, email campaigns, literature, integrated marketing plans, and traditional and print advertising

oSuccessfully launched two new products, one won the NECA 2018 Showstopper Award

Manage and collaborate with CEO and Sales to deliver timely strategies and tactics, optimize brand vision while ensuring visual and content communication meets brand standards

Responsible for all online marketing assets (paid advertisements, SEO, AdWords) and lead content generation across all media platforms to increase sales through multi-measure marketing initiatives

Create and deliver all product launch campaigns, collateral material, distributor promotions, and press releases internally and externally. Work closely with external agencies and media partners for PR to ensure consistent promotion

Manage industry trade events, sponsorship’s, ads, booth design/layout, and giveaways. Create and distribute pre-show and post-show email campaigns and announcements

AFTON CHEMICAL CORPORATION (formerly Ethyl Corporation) RICHMOND, VA

Marketing Communications Specialist, June 2007 – March 2018

Global digital content owner, leading regional cross-functional teams to develop and launch product marketing strategies and campaigns.

Champion for publishing content using Kentico (CMS) platform for aftonchemical.com

Developed strategy and led implementation of global marketing communication web content to include procurement and publishing, and Paid, Earned, Shared, Owned (PESO) analysis

Responsible for managing the on-going digital marketing program prioritization and marketing content including new product launches, marketing events, sponsorships, and white papers

Accountable for designing Afton Chemical’s new web experience to increase digital customer engagement. Initiative led to $1B revenue through organic digital sales leads

Responsible for all Strategic Business Units marketing initiatives from ideation concepts to launch; consult with Product Owners to identify and achieve desired product outcomes based on business objectives.

Created, developed, implemented and managed the marketing campaign for a key customer driven initiative to create awareness and support product adoption (All the Facts on Automatic Transmission Fluids). Stood up website to communicate product benefits, obtained endorsements from PQIA and Ratchet and Wrench supporting ATFonATF.com position. Successful geo-fencing campaign at ATRA’s Powertrain Expo and iFlex doubled website traffic

Determine marketing strategy and approach for internal and external communications, digital and print advertising, webpage content with Call To Actions, and promotional material. Develop Marketing Communications Brief, review competitive benchmarks, identify target audience, and ROI to meet business objectives

Coordinated and managed all trade show sponsorships, booth placement and furnishings, booth set-up, marketing and sales activities, ad placements, web announcements, and geo-fencing

North America lead for primary market research for Afton and on behalf of Afton’s customers to gain valuable insight for product launches. Identified new ways to connect with and influence their target audience using qualitative and quantitative methodology. Conducted global market research in China, Europe, and NA

Successfully launched co-branding effort with STP and Marathon gasoline, established pricing strategy for Valvolines new STEP/CVT transmission fluid, developed Shell Gasoline strategy to promote their TOP TIER® gasoline technology at the pump

Managed and mentored summer and winter interns for the past 6 years

Set project responsibilities and supervised performance; provided coaching and end of session performance reviews

Marketing Communications Representative, January 2001 – June 2007

Primary NA contact for sales and marketing for critical communication initiatives and product launches.

Contributed to Afton’s operating profit increase: 54% from 2001 to 2003 and 85% increase in volume from Q1 2002 to Q1 2004 by strategically selling our marketing services in exchange for business. Created and developed customer marketing initiatives, (i.e. sell sheets, brochures, product guides, and interactive CD’s)

Developed marketing communications plan to support product line marketing strategic plans. Ensured marketing communication materials were accurate, effective, and enabled the product groups to achieve specific business and marketing objectives

Responsible for new corporate identity name change/logo, establishing and enforcing new branding guidelines, collateral material, corporate documents, and website re-design

Sales Coordinator/Demand Management, June 2000 – January 2001

Planned and coordinated events for sales and customer on-site and off-site meeting

Received, researched and assisted in responding to customer inquiries concerning logistical, technical, business and accounting issues and general complaints

Assisted and supported the sales group in the preparation of customer presentations, management reports, sales budgets, plans, and forecasts

Maintained database on customers to include records on purchases, pricing, shipping, billing, and credit information

Education

COASTAL CAROLINA UNIVERSITY (1996 – 2000) CONWAY, SC

Bachelor of Science Degree in Business Administration with a Major in Management

THE UNIVERSITY OF CHICAGO GRADUATE SCHOOL OF BUSINESS (2005) – Strategic Marketing Management course

Activities

Division I Tennis Athlete (Full Scholarship, All-Academic, All-Conference)

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