Cari Ann McCarthy

Portland, OR ***** 503-***-****

www.inkedin.com/in/cariannmccarthy/ ad0mb3@r.postjobfree.com

Brand Development & Marketing Manager

Go-To-Market Strategy Global Brand Management Marketing Leadership

Experienced brand manager and global marketing professional with significant global experience to drive Go-To-Market strategies and brand initiatives at DTC and Key Accounts. Skilled at contributing to cross-functional leadership teams to define and execute against business growth across sales, operations, distributors/ agents, strategic accounts, deliver consistent marketing communication and brand activations to grow awareness and sell through across all channels. Genuine, intellectually curious, and a creative thinker with a knack for inspiring people and influencing outcomes across all levels within and outside the organization. Highly effective at collaborating with internal and external teams to drive execution of strategic plans. Confident, able to weigh calculated risks, detail-oriented, and hustler. Astute at navigating the complexities inherent in the global brand, DTC retail, Wholesale, and business marketplace. Strong team player with a positive, can-do attitude.

Areas of Expertise:

Brand & Channel Marketing

Project Management & Organization

Cross-Functional Collaboration

Agency Briefing & Management

Global Go-To-Market (GTM)

Budget & MDF Oversight

Key Account Leadership

Product Marketing

Digital Marketing

Team Leadership & Development

Sales Enablement

Presentation Skills

PROFESSIONAL EXPERIENCE

SHINE ON RESUMES

Principal, Portland, Oregon, 10/2016 to Present

Identified a need in in the resume marketplace to provide an alternative to ‘resume mills’ and founded a small business to provide hand crafted resumes through a differentiated process that draws out client’s and accomplishments from their work history to attract future employers. `

MOBILE TECHNOLOGIES INC (MTI)

Marketing Lead (4-Month Contract role), Hillsboro, Oregon, 11/22 to 4/23

Drove lead generation and marketing efforts for a fast-paced technology company with multiple verticals. Reporting to the CTO, collaborated closely with sales leadership to bring to market key sales and business initiatives to grow sales.

Developed a robust lead generation and content calendar and actioned weekly social posts, email campaigns, and content.

Managed marketing cases in SalesForce, allocated resources, and transitioned prospects into leads. Created marketing operations standards, processes, and policies to streamline and improve timelines and quality of work.

Managed outside digital agency and created HubSpot email campaigns; contributed to SEO efforts, and all digital efforts.

Tracked Google analytics and reviewed each digital campaign (content, channel, timing, engagement) to ensure the right mix.

DR. MARTENS AIRWARE USA, LLC

International Marketing Manager, LATAM, Portland, Oregon, 6/2019 to 7/2020

Leadership role that drove global brand expansion, marketing consistency, and success for distributors and dealers in LATAM. Collaborated with LATAM. Ensured global brand consistency with close oversight of LATAM regional executions at retail and through all marketing.

Responsible for communicating global marketing direction to distributors and accountable for providing guidance and influencing outcomes for retail, social, digital, creative, and GTM business and execution.

Provided global assets and plans to support retail marketing, social media, and E-Commerce launches and product campaigns as directed from HQ and as needed locally.

Reviewed and approved all Branded B&M store look and feel plans to ensure they met global and regional expectations.

Managed a significant MDF budget to support key initiatives in related to Brick-and-Mortar store development plans and E-commerce development, and retail marketing / instore projects.

Conducted market audits/assessments and gap analysis to drive standardization, consistencies, and efficiencies across LATAM.

ASCENT INDUSTRIES

US Marketing Manager, Portland, Oregon, 5/2017 to 6/2019

Management role that developed marketing strategy, led key account programs, executed multi-channel marketing plans, and grew brand awareness. Managed GTM and Marketing efforts for a four-brand company and processing facility, wholesaler, and distribution company.

Managed, motivated, and inspired a team of five marketing professionals responsible for Merchandising, training/education, creative design, and social media/engagement.

Construct and implement Go-To-Market strategies focused on sales enablement and cost control to drive success for new product launches for marketing best practices across 4 distinct brands under the company name.

Partnered with Sales Leadership, Product, and Supply Chain to build plans for driving sell-in and sell-through with strategic key accounts resulting in sales growth month over month.

Built and executed strategic media plans. Gained exposure in local gift guides local and national publications for the holidays.

Oversaw the planning and execution of in-store industry and events to build awareness and credibility for the family of brands.

PORTLAND PRODUCT WERKS,

Marketing & Business Development (contract) Portland, Oregon, 10/2016 to 2/2018

Collaborated with the President and General Counsel to establish and implement a Business Development plan to reach 3-year revenue goals. Built strategy for expanding license and franchise opportunities, as well as new acquisitions of Brands for the portfolio. Lead a research project that informed the sales strategy for a new product line that targeted brick & mortar, online, and national retail accounts.

COLUMBIA SPORTSWEAR COMPANY, 2006 to 2016

International Marketing Manager, Global Distributor Partners, Portland, Oregon, 9/2013 to 6/2016

Strategic Brand marketing and GTM Management role that led global distributor teams and strategic key accounts to execute marketing programs, product launches, and in-store initiatives contributing to both brand and commercial growth. Approved local distributor plans marketing allocation, regionalized/adapted creative to ensure consistency and global standards were met. Sales to Intl Distributors accounted for 11% of global revenue ’15.

Oversaw retail and DTC presentation standards and contributed to global asset development for use in over 500+ Branded Retail Environments, 1500+ Shop-in-shops, as well as for 27+ distributor-run Brand marketing and Ecommerce sites. Drove consistency with GTM and multi-channel alignment across channels by region and use of global assets.

Led the GTM process and seasonal multi-channel planning for 30+ distributors in 90+markets.

Integral stakeholder on the Intl. Biz Dev team responsible for GTM and sales to EMEA. Member of Global GTM team.

Developed and presented seasonal content to Global Distributors at GTM Meetings and Sales Meetings.

Marketing Manager, EMEA Distributor Partners, Geneva, Switzerland, 3/2010 to 9/2013

Contributed to the overall growth and profitability of the Columbia Brand in EMEA with a focus on Russia and launching new partners in emerging markets. Marketing leadership role within the International Business Development Sales team responsible for GTM strategy development and sell-in to distributor partners. Led planning with distributor and channel partners to ensure global initiative success. Served as the primary contact and functional expert on all marketing and retail related topics.

Hired, managed, and motivated a team of five visual merchandisers to execute product and best practices trainings and oversee store building for look and feel of each location per our global retail guidelines, and approved all new store openings.

Recognized a business and sales opportunity in Russia that required a unique marketing campaign for the market including TV, DTC, Key Account WHS, Ecommerce, digital, print and OOH. Managed external agency, budget, and timeline.

Created briefs and lead project management of creative assets for the region. Selected, hired, and trained external agencies.

Marketing Specialist, EMEA Distributor Partners, Geneva, Switzerland, 7/2008 to 3/2010

Relocated from Portland, OR office to Geneva, Switzerland to give local attention to EMEA distributors that contributed over 70% of global distributor sales. Marketing leadership role within the International Business Development Sales team responsible for Go-To-Market strategy development, sell-in to distributor partners, and execution. Lead planning with distributor and channel partners to ensure excellent execution.

Held quarterly GTM meetings with EMEA distributors to ensure understanding of and alignment with priorities / seasonal initiatives.

Hired, managed, and motivated a team of five visual merchandisers to execute best practice trainings, store buildouts, and openings.

International Marketing Project Manager, Portland, Oregon, 6/2006 to 7/2008

Lead the briefing, trafficking and approval process for complex International Marketing projects and global tools development across all marketing functions.

Tracked timelines and milestones, budget, and delivery of multi-layered project output to ensure on-time and on-budget delivery.

EDUCATION & CREDENTIALS

Bachelor of Arts, International Studies

UNIVERSITY OF OREGON Eugene, Oregon

Bachelor of Arts, Italian Language, Literature, and Culture

UNIVERSITY OF OREGON Eugene, Oregon

Certificate(s) in Digital Marketing Science – In Progress (expected completion Oct 2023)

UNIVERSITY OF OREGON Continuing & Professional Education

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