Digital Marketing Manager

PETER VAN SCHAACK adcohb@r.postjobfree.com

336-***-**** LinkedIn.com/in/vanschaack

Personal Statement

An optimistic realist, outside the box thinker, change catalyst, get-er-done deliverer, fun and focused leader. Expertise

• Global leadership of cross-functional teams • Leading enterprise digital projects

• Product development and lifecycle management • Driving product revenue

• P&L responsibility • Business strategy development and implementation

• Omnichannel marketing • B2B and B2C demand generation (MQL & SQL)

• B2B and B2C website development • Enterprise CRM implementation and customization

• UI and UX development • Campaign, customer and market analysis and insights

• Engaging multi-platform content creation • Online and offline marketing integration Professional Experience

Mittkin Marketing

Consultant. 2/20 - Present

● Research and create product development and positioning strategies

● Develop customer acquisition and retention strategies

● Assess and implement marketing automation

● Assess and implement CRM sales enablement tools

● Evaluate and improve the customer buying and relationship experience

● Rich B2B content development and SaaS applications Center for Creative Leadership (CCL)

Product Marketing and Development Manager. 07/18 - 2/2020 (Contract) Leadership and organizational development firm

● Developed a business case and minimally viable product for a new AI SaaS solution

● Developed a five-year business plan

● Led product and market research

● Developed technical specifications

● Managed third party relationships for technical development

● Outcome highlight: Business case won $19 million grant Zoom Venture Capital / Debt Ready

Interim Director. 10/18 - 07/19 (Contract)

Debt Ready is a consumer debt resolution company

● Provided business growth strategies through organizational sales and marketing evaluations

● Developed customer journey maps to create high-value touchpoints from product awareness to post-purchase

● Researched and implement organization-specific marketing technology solutions

● Implemented marketing ROI improvements by optimizing outbound marketing (Call center, PPC, SMS)

● Outcome highlight: Reduced marketing costs (30%) while improving conversion by 15% International Tobacco Global Brands

Sr. Product Manager. 1/18 - 10/18

Dutch Masters, Dutch Cigars and Phillies.

● Led cross-functional teams to achieve P&L goals for a $100M CPG brand available in over 80K retailers

● Developed new product introduction roadmaps, forecasting, and managed product lifecycle

● Spearheaded wholesale and business retailer marketing programs, strategy, and pricing

● Retailer data analysis and insight development

● Led creative and logistics of packaging, POS, and outdoor displays

● Led new consumer branding strategies through online and offline channels

● Outcome highlight: increased SKU count by 2.5 per retailer and added over 6K new retailers West Ocean Online Gaming

Director of Customer Acquisition and Retention - 3/17 - 1/18 (Contract) Online gambling in the US, EAME, and Latin America.

● Responsible for improving P&L by optimizing email, product promotions, and affiliate marketing programs

● Managed direct reports in Uruguay, Brazil, Hungry and Spain

● Developed new products and revenue models which improved gross sales by 40%

● Created new loyalty programs which improved top tier customer purchases by 20%

● Created new call center processes for inbound and outbound calls

● Improved the use of HubSpot to automate the segmentation and delivery of 500k weekly emails

● Led the rebuild of the user experience throughout the website and authenticated gaming space Syngenta

Sr. Marketing Manager Global Solutions. 10/14 - 3/17 Fortune 500 global leader in consumer and commercial agriculture

● Initiated and led a coalition of teams to develop global B2B websites and CRM Salesforce solutions

● Led the development of consumer-branded big-box retail partnership programs

● Led new product pricing and positioning strategy

● Managed product packaging and POS material for retail programs

● Led consumer research for new CPGs sold at U.S. and European big box and grocery stores

● Outcome highlight: Successful product launch and sell through Syngenta

Digital Marketing Manager B2B. 4/12 – 9/14

● Led the digital marketing team to develop new B2B websites for three lines of business

● Spearheaded the development of a new B2B retention and rewards site

● Integrated websites with CRM, SAP, and Salesforce Marketing Cloud

● Thought leader in developing high-value SaaS business management tools for customers

● Led U.S. CRM (Salesforce) customization projects from concept to adoption

● Created new CRM tools for the sales insights and lead generation (SQL)

● Initiated and managed automated email marketing campaigns (Pardot and Salesforce Marketing Cloud)

● Managed PPC, display and retargeting campaigns

BB&T

AVP of Digital Marketing. 8/11- 4/12

Fortune 500 Banking, Financial Services, and Insurance

● Led the strategy and creation of digital marketing campaigns for online customer acquisition

PPC, display advertising, retargeting, look-a-like, and contextual banner targeting

● Delivered customer lifetime value analysis and strategy development which exceeded KPI targets

● Worked with leadership teams to develop the segmentation and brand strategy for BB&T, BB&T Hispanic market and Wealth Management

● Launched BB&T’s first corporate Facebook content and social media strategy

● Negotiated contracts and managed agency relationships BB&T

Product Manager Digital Channels. 3/09 – 8/11

● Core team member in developing UX, content and digital tools for the new www.bbt.com website

● Led the Mortgage, Small Business, Home Equity, and Insurance digital product teams

Developed key customer personas for developing relevant content and product positioning

Created inbound marketing content to better help home buyers

Developed an engaging video series for small businesses

● Developed new user journeys and product application/purchase process

Created a first-time Wealth Management site to drive leads into SalesForce CRM

Improved credit card application process which improved conversions by 20%

Developed a first-time online car insurance site and buying process BB&T Leadership Institute

Strategic Marketing Officer. B2B 5/06-3/09

Leadership, team and organizational development consulting firm. BB&T Subsidiary (B2B)

● Developing positioning and value propositions for leadership and organizational development consulting

● Initiated new team development products, defined customer needs, and created marketing strategy

● Lead the development and execution of CRM and email lead scoring campaigns for the sales team

● Inbound marketing content development, including video series for creating context and value of services Resolution Inc.

Senior Key Account Manager. 07/02 – 10/05

Consumer packaged goods (CPG) e-commerce, call center and fulfillment services

● Key accounts: Ben & Jerry’s, The Discovery Channel, NPR, and Zagat Publishing

● Led account team to manage client’s product manufacturing, assembly, inventory, distribution and online e-commerce sites

Education

The State University of New York at Plattsburgh. Bachelor of Arts in Organizational Communications Certifications & Programs

● HubSpot Inbound Certified

● Certificate in Mediation, Woodbury College, Vermont

● Mastering Leadership Dynamics, BB&T Leadership Institute

● Horizons, Business Management and Finance Training Program, Syngenta Boards and Volunteer Work

● Small Business Administration. Certified SCORE Mentor and Board Marketing Chair

● Greensboro Community Foundation. Marketing Committee

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