BRENDA S. ROBERTS

262-***-**** l ad0xa1@r.postjobfree.com l linkedin.com/in/brenroberts l portfolio

MARKETING EXECUTIVE

Marketing professional with advanced skills in marketing strategy, branding and team management. Visualizes strategically with the experience to execute a range of supporting tactics. Develops strong partnerships with sales and product management teams, valuing research, analytics and the exchange of ideas as the basis for building successful marketing strategies. Leverages wide-ranging talent and leadership abilities to effectively drive project deliverables on time and within budget. Digital specialist, including web sites, apps, writing and editing content, social media and digital ad campaign execution. Extensive graphic design and copywriting background. Experienced in both B2B and B2C marketing. CORE COMPETENCIES

New Product Development and Launch: Identification of demographics, features and benefits, strategy and tactical implementation

Strategic Planning and Implementation: Multi-year roadmap planning, marketing resource planning Large-Scale Project Management

Vendor/Agency Relations and Negotiation

Public Relations

Finance and budget Administration

Organizational Leadership and Team Building

Software & Platforms: Adobe Suite l Microsoft Office l Salesforce l Shopify l Wordpress l Hubspot l Sprout l Mail Chimp l Instagram l Facebook l Pinterest l Twitter l Youtube l LinkedIn l Google Analytics l Smartsheets l HTML & CSS l Pardot l Google Ads l Keap I Zapier I Canva l many more

Management: Traditional media (radio, TV, billboard) l Video and Photography Shoots l Print ads and direct mail l Creative direction l Product displays and trade show booths

PROFESSIONAL EXPERIENCE

Director of Marketing Drake & Associates Feb. 2022 - May 2023 Retirement-focused financial advisory firm

Managed build out of marketing department supporting growing financial advisory group as it expanded its national reach. Drove multi-layered approach to improve lead generation, including media buying (radio, tv, billboard, digital), social media, earned media, PR, and sponsorships. Managed outside agency relationships and executed team, client, educational and prospecting events. Managed business development and sales funnel. Member of executive team. Built out team to five direct reports through hiring and mentorship. Maintained compliance standards.

• Developed and implemented marketing budget and plan, resulting in firm achieving new high in yearly sales

• Developed KPIs and implemented detailed campaign reporting for accurate lead tracking and CPL efficiency

• Identified inefficiencies in processes and implemented updated and streamlined solutions based on best practices

• Directed rebuild of web site to improve UX and increase lead generation and SEO

• Implemented Google ads and SEO, increasing website leads 200% within a month

• Managed new business development pipeline execution through segmented drip, email, direct mail and call campaigns, including implementation of automated drip campaign composed of emails, texts and Facebook ads to drive qualified leads

• Initiated review campaign for a 42% increase in reviews within three months

• Developed consistent creative (print, video) across digital, web, social and print media

• Initiated first sponsorship partnership programs with non-profits and a sports team Director of Marketing AmerTac Inc. Jan. 2019 – Feb. 2022 Leading manufacturer of decorative wall plates and battery operated lighting in retail, e-commerce and commercial channels Lead marketing and channel department of four direct reports. Drove sales of product categories for multiple brands through enhanced product placement, thought leadership, brand management, and competitive positioning in retail, e-commerce and B2B channels. Maintained strong relationships with product management and sales, partnering on sales calls and at trade shows. Utilized competitive analysis by style and price point, category forecasts, third party data, customer feedback and product performance to develop marketing plan. Maintained expert understanding of channels, using insights to promote sales growth within individual channels. Managed agency and vendor relationships. Member of executive team. Reported to CEO. Key Highlights

Established objectives and accountabilities by channel and implemented new processes to achieve goals. Supported sales growth of 9% CAGR between 2019 and 2021. Managed marketing budget and directed all marketing functions, including content writing, packaging, video, photoshoots, collateral, trade shows, digital and social media campaigns, new product launches, company websites, and e-mail marketing. Develop sales presentations, executed P&L reports for product line reviews, and identified promotional opportunities. Monitored, analyzed, and forecasted sales performance and e-commerce KPIs to help achieve sales and profitability goals. Maintained competitive analysis by product category. Managed budget of

$1M+.

• Social media focus - executed new digital strategy to replace outdated methods. Focused on omnichannel marketing integration with layered organic and paid campaigns. Established first influencer partnership with Houz.

• Developed consumer behavior profiles and path to purchase funnels for product categories for more precise campaign targeting.

• Partnered with sales to develop sales strategy and tools to increase commercial channel sales revenue by 80% over two year period with vertical-focused plans.

• Audited and overhauled product pages on Amazon, homedepot,com, walmart.com and more, including implementation of A+ pages, video, enhanced photography, infographics, refreshed copy, and updated SEO for both Westek and Amerelle brands.

• Established completely new packaging design and guidelines across product categories for a better consumer experience to increase sales and lower return rate.

• Developed branded DTC Shopify website as part of strategic plan to increase revenue by eliminating two step business model, and allowing direct access to POS data.

• Implemented customer review campaign to increase product reviews, and established guidelines for review management and feedback process to support ongoing evaluation of products for future portfolio planning. Marketing Director Rentokil Steritech N.A. Dec. 2015 – Jan. 2019 Global leader in business services, with focus on pest control, auditing & food safety with over 2 billion in revenue Managed marketing for regional pest control business unit split 50/50 between B2B and B2C customers. Lead marketing department of four direct reports. Promoted company capabilities via multi-layered campaigns to support brand promotion, thought leadership, lead generation, and competitive positioning In residential and commercial channels. Developed strategic annual marketing plan. Managed marketing budget and initiatives, including tv, radio, billboards, print, public relations, trade shows and events, digital advertising and social media. Regularly supported sales at trade shows. Managed agency, media and vendor relationships. Member of executive team. Key Highlights

Developed marketing strategies for residential and commercial channels with focus on three separate markets. Established objectives and accountabilities for each market and implemented new processes to achieve company revenue goals. Oversaw strategic growth in all markets with record lead volume increases YOY. Manage budget of $2M+.

• Increased PPC lead generation by 67% by revising ad messaging and targeting.

• Streamlined customer satisfaction survey execution, resulting in increased response rate, improved metrics, and incorporation of results into employee review format.

• Successful re-launch of specialized service resulted in 300% YOY increase of programs sold.

• Implemented customer review campaign that increased positive social media reviews 72% over six month period by utilizing net promoter score data.

• Increased organic social media engagement 122% by implementing planned engagement campaigns.

• Partnered with Commercial Sales to develop key account acquisition campaign, resulting in sales 62% over goal for quarter.

• Ongoing re-design of web site to incorporate UX best practices, and development of targeted content including vertical-focused case studies and blog articles, resulting in ongoing traffic increase of over 25% YOY.

• Facilitated PR by positioning company as a category expert, leading to tv, radio and vlog interviews. Marketing Consultant American Colloid Corp. Feb. 2015 – Dec. 2015 International leader in bentonite mining and manufacturing of related products Managed B2B marketing for agri-business division after merger and dissolution of internal marketing department. Projects included marketing materials, presentations and packaging development. Generac Power Systems March 2008 – Nov. 2014

Market leader in standby power generation with annual sales of $3 billion Retail Channel Marketing Manager – Retail, E-commerce, International, OPE Channels 2012 – 2014 Developed and implemented marketing plans for retail channels in the U.S., Canadian and LATAM markets, for big box, club, Amazon, e-commerce and hardware accounts. Gathered and maintained channel, customer, category and product information, (sales reports, competitive and industry data, VOC, etc.). Executed the creation and implementation of promotional programs, including in-store merchandising signage and displays, packaging, retailer feature ads, catalog layouts and events. Managed budget, product launches and line review marketing needs. Key Highlights

• Identified opportunities with online retail partners and developed digital assets to support focused sales efforts.

• Grew Amazon product portfolio, and updated product listings to best practice standards, increasing sales 17% YOY

• Managed creative and implementation of displays and marketing materials for new retailer accounts in Latin America.

• Managed product launches, partnering with product management to identify product positioning within the marketplace. Developed unique launch deliverables including video, social media campaigns and training tools. B2B Channel Manager - HVAC & Electrical Wholesale Distribution, E-commerce, Builder Channels 2010 – 2012 Developed and implemented marketing plans for e-commerce, builder, electrical, and HVAC wholesale distribution channels. Oversaw budget and creation of promotional programming, including signage and displays, channel-specific marketing support materials, public relations and social media.

Key Highlights

• Utilized Nielsen data to defined plan and execute national after-storm campaigns with measurable results through telemarketing, radio, door hangers and direct mail campaigns, resulting in sold-out inventory across markets.

• Developed cross-channel point-of-purchase display program, producing a modular solution enabling display of three product lines with varying requirements.

• Managed implementation of the marketing plan for Australian market, developing marketing assets for distributor and dealer opportunities. Directed development of country specific web site.

• Developed Spanish web site to address customer and consumer needs. Marketing Project Manager / Copywriter 2008 – 2010 Identified and implemented comprehensive marketing strategies and corresponding plans and programs supporting sales goals and overall strategic objectives. Developed messaging of key product features, and provided copywriting and editing of marketing materials. Managed budgets and projects with outside agencies. Key Highlights

• Developed brand positioning and creative for new products, including V8 engine and portable propane generator, resulting in successful product launches in previously untapped markets.

• Managed launch of new website, developed new content and implemented improved SEO and other traffic building web practices, increasing organic traffic 20% and raising return traffic to 60%.

• Redirected marketing approach of dealer acquisition program, enabling team to reach yearly goal in nine months.

• Implemented new branding of industrial product, focusing on target market of specifying engineers.

• Managed product launch of generator building software to specifying engineers.

• Managed development and implementation of new branding platform for industrial division.

• Supported dealers and specifying engineers in development of new verticals, increasing marketshare 13% YOY. Marketing Specialist EMD CropBioScience (Division of Merck KgAA) Feb. 2005 – March 2008 Leading manufacturer of agricultural products with annual sales of $112M. Developed and implemented marketing plans for the dealer and consumer segments, utilizing $700K marketing and advertising budget. Cultivated strategic alliances with advertising agencies, vendors, clients, and staff, to obtain and communicate key information that increased overall revenue and streamlined operations. Recognized for positive representation of company at international meetings and trade shows.

Key Highlights

• Developed strong relationships with U.S and Canadian sales teams, resulting in expanded and successful regional marketing campaigns and promotions programs.

• Key member of team that successfully launched new product family, increasing sales by $10 million in two years Marketing Communications Designer US Chemical (Division of SC Johnson) Sept. 2002 – Feb 2005 Leading manufacturer of commercial cleaning products EDUCATION

University of Wisconsin - Milwaukee BS–Information Science & Technology Currently enrolled University of Wisconsin - Madison BA–Art 1985-1989 Google Analytics Certification

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