Chief Marketing Officer
Resume:
CAMBRIA JACOBS
admv6s@r.postjobfree.com
Lafayette, CO 80026
@RandomPantry
SUMMARY
20+ year track record of developing mission-driven, passionate brands and implementing marketing strategies for fast growth B2B and B2C companies in the tech, health and wellness spaces . Proven marketing leader who helps build strong customer, employee, executive, shareholder and industry relationships and drives strong return on investment. Servant leader of Agile marketing teams and approaches.
SPECIALTIES
● Building and Leading Passionate and Exceptional Teams
● Flexible and Adaptable Management Style
● Brand Creation and Storytelling
● Market Segmentation, Creation and Disruption
● Public Relations & Analyst Relations
● Customer and User Experience
● Account Based Demand Generation
● Content Marketing
● Product and Expansion Launches
PROFILE
Chief Marketing Officer, EGYM April ‘19- January ‘21 Driven to disrupt and own the global fitness technology leadership position, EGYM provides fitness and health facilities with intelligent workout solutions built on connected gym equipment and software. With a global employee base of ~400 and revenues nearing $100M, EGYM empowers gyms like the YMCA, Gold’s Gym and David Loyd, to deliver a comprehensive experience through its smart gym equipment and digital solutions. EGYM helps support the members' fitness journey and provides data-based guidance to keep them motivated and achieve their goal of living a healthier life. I was directly responsible for developing the first global EGYM brand vision and scalable marketing team. We successfully launched the company’s first global brand strategy, brand architecture, localized website, go to market launch process, targeted segment solution framework, repeatable and measurable demand generation strategies and public relations programs. Within the first year, EGYM was able to increase global inbound leads, followers and customer engagement by 58% while reducing new customer implementation and member onboarding by 30%. See more:Forbes, FoxBusiness, FUTRSPRT
Highlights:
● Launched scalable and measurable channels and marketing infrastructure (EGYM.com / Pardot / Social Toolkits etc.) and global website resulting in GDPR compliance, 58% social growth, 72% increase in prospect engagement and 7000 new qualified prospects.
● Enabled repeatable and automated lead collection and assignment via new tools, processes, and agreements driving 32% increase in new leads and improving overall sales productivity.
● Launched a new Brand that inspires & simplifies how EGYM is portrayed to EGYMees, customers & prospects.
● Professionalized EGYM’s global social media presence to accelerate follower growth, brand awareness and lead generation. resulting in 56% growth.
● Launched a customer-facing Marketing Portal for delivering in-gym materials and staffed it with 100s of member-facing assets reducing customer implementation by 20% and increasing new member onboarding by 30%.
● Launched first paid lead generation channels (Facebook, Google, LinkedIn) and mass-marketing-campaigns resulting in over 2800 new opportunities with a 20% close rate, achieving the aggressive sales target. General Manager, Oh My Green June ‘18 - May ‘19
Oh My Green is a corporate health and wellness company, empowering people to live healthy and blissful lives. Today, Oh My Green offers concierge-style kitchen management. This includes kitchen design, tasty and nutritious foods, catering, monthly subscription snack boxes and wellness events. We serviced companies like LinkedIn, Facebook, Juul, eat healthy and work happy.
As the General Manager of the ecommerce Monthly Snack Box business line, I am a member of the senior executive leadership team and responsible for developing and supporting strategies that drive subscription snack box customer engagement, growth & retention as well as product innovation, operational efficiencies and exceptional customer service. See more: TechCrunch, Chicago Tribune,
Chief Marketing Officer, Good Buy Gear August ‘17-June ‘18 The guardian of the customer voice and a student of Servant Leadership. Directly responsible for creating innovative marketing strategies that created the Good Buy Gear brand, lead to increased awareness, e-commerce customer acquisition, revenue and relevance in the baby and children's technology sector. Accelerated Growth Strategies and Metrics Management:
● Drove sales by raising awareness about brand and product offerings. Defined and launched 4 key marketing channels directly responsible for increasing revenue by 56%.
● Developed customer and prospecting programs resulting in 516% addressable audience growth.
● Launched targeted social media engagement programs resulting in 364% audience growth.
● Built integrated direct, organic and paid marketing strategies resulting in 184% increase in site traffic and revitalized conversion rates.
● Created segmented onboarding programs to increase first time conversion and incent repeat purchase behavior. Branding and Public Relations:
● Developed differentiated brand and customer voice platform.
● Created core brand assets for marketplace awareness, customer acquisition and lifecycle support.
● Launched proactive media outreach resulting in ABC News, Wall Street Journal, Denver Post and targeted local coverage.
Leadership and Board Management:
● Key member of the founding leadership team, chartered to create business strategies that drove rapid growth.
● Participated in initial Seed Round, closing investments with both Colorado and Silicon Valley investors. Vice President of Marketing, Door to Door Organics and Relay Foods (merged 6/16)May ‘13 – March ‘17 Directly responsible for developing, planning, leading and implementing the vision and strategy of company-wide marketing. Continually driving innovation in the brand, products and services to build aggressive growth that leads to the best customer experience in the online grocery industry.
Leadership and Board Management:
● Key member of the leadership team, chartered to align business strategies through quarterly and annual planning and review cycles with board of directors.
● Participated in financial roadshow, resulting in $25.5M Series B.
● Leading participant in the Door to Door Organics and Relay Foods integration teams.
● Restructured and created a KPI driven Marketing and Customer Service team. Branding and Public Relations:
● Developed and launched new Door to Door Organics brand platform.
● Leading merged company brand, product positioning, personas and go-to-market launch plans.
● Driving strategies and execution for Relay Foods and Door to Door Organics brand retirement.
● Driving national and local PR strategies, achieving press placements in publications like Reuters, Wall St. Journal, Entrepreneur, Denver Post and Chicago Tribune.
Accelerated Growth Strategies and Metrics Management:
● Part of cross-functional leadership team responsible for go-to-market launch strategy, including pricing and packaging, market segmentation and opportunity analysis.
● Developed and launched direct marketing and digital advertising strategies resulting in 25%+ YOY e-commerce growth.
● Hired a team and built a high-conversion lead generation engine and funnel management program to support aggressive new customer acquisition forecast.
● Created social media and content strategies driving 128% increase in fan growth and customer engagement.
● Researched, tested and recommended disruptive pricing model to improve customer lifetime value.
● Strong public relations, advertising, design and research vendor management. Sr. Director of Marketing,InterCall April 2004 – April 2013 Developed marketing strategy and worked with executive leadership and other groups to implement plans. Managed marketing and sales teams. Showed return on investment for all marketing efforts. Branding: Identity, Positioning and Messaging
● Created first, global brand platform for InterCall. Branding included company position, product packaging, style and copy guide, logo, partner engagement guidelines, internal and external rollout.
● Implemented new worldwide company and product brands in 4 regions, 18 languages and 10 partnerships and over 20 products in less than 18 months.
● Initiated a revenue-driven culture among the sales and marketing teams. Product Launches and Growth Strategies
● Responsible for 22 product launches: positioning, messaging, product packaging, direct marketing, sales and customer communication, sales support material, public and analyst relations and social media programs.
● Launched InterCall’s first email automation platform, Eloqua, and significantly improved global growth, activation and retention program effectiveness.
● Generated new revenue stream by launching InterCall’s first true ecommerce engine.
● Drove nearly $3M in revenue through new online acquisition programs (35% increase); Reduced churn revenue to 1%; Grew SMB revenue by 20%; Grew event and feature revenue 25%; Increased new product adoption by 20%. Public Relations and Analyst Relations
● Launched national PR program that doubled brand awareness in less than 12 months. Secured placements in national business publications like USA Today and Reuters Time Square.
● Led global technology social media programs and increased presence and engagement by nearly 220%.
● Helped secure Frost and Sullivan and Wainhouse Magic Quadrant placements for six consecutive years. VOLUNTEER WORK AND AFFILIATIONS
● Certified B Corporation
● Sister Carmen’s Community Center
● Slow Floods
● Lifestyle of Health and Sustainability (LOHAS)
● Naturally Boulder
● Colorado Coalition for the Homeless
● Local Food Shift
● Global Education Fund Sponsor
● Safehouse Progressive Alliance for Nonviolence
AWARDS AND ACKNOWLEDGEMENTS
● Progressive Grocer’s Woman of the Year 2014 and 2015
● Social Media Transformation: MarketingSherpa 2016
● Customer Engagement Breakout Strategies IRCE 2015
● Denver Startup Week 2017: Multichannel Digital Marketing - Unit Economics Deep Dive OTHER EXPERIENCE
Co-Owner, Third Avenue Grill Ventures June 1997 – May 2006 Helped lead overall direction and on-going improvement of the restaurant. Increased gross annual revenue from $650K to $1.2M. Maximized profits by developing realistic budgets and marketing plans. Ensured staff was high quality and committed to high performance. Coordinated menus, restaurant décor, buffet displays and responding to customer feedback.
Marketing Director,Raindance Communications February 2001 – February 2005 Established Sales/Channel Programs to see 200% sales increase. Led multiple product launches from conception through ongoing management. Created key customer growth programs, exceeding objective by 150%. Developed three horizontal marketing programs. Achieved goal of generating 7,600 leads in 12 weeks and exceeded standard response rates by 15%. Managed three corporate re-namings and $12M pre-IPO brand awareness campaign. Sr. Marketing Manager, Vstream, Evoke, Raindance Communications February 1998 – February 2001 Led growth of in-house marketing communications team for trade shows, web site, sales support, public relations, branding and messaging. Managed customer satisfaction and retention initiatives. Developed lead generation programs to support 100-person sales team. Participated in marketing plan for company's IPO. Co-authored S-1 filings with the CEO and coordinated high-profile media program.
Marketing Coordinator, LINK-VTC April 1995 – February 1998 Drove all lead generation, customer retention programs and internal events such as customer focus groups customer, satisfaction surveys and employee appreciation. Coordinated 10 annual trade shows. EDUCATION
University of Colorado at Boulder, B.A. Communications,1995 CERTIFICATIONS
● Solution Selling “Sales Execution” - Miller Heiman, 2010
● PR News’ Social Media Measurement – PR News, 2014
● InterCall Leadership Management Development Program, 2012
● Lean Start-up and Agile Methodology Bootcamp, 2015
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