BRAND FOCUSED SALES & MARKETING

Global VP Sales & Marketing passionate about creating brand strategies and marketing programs that drive key objectives. Leveraging analytics to identify opportunities and verify effective campaigns. Understanding of business models, competitor differentiation and customer value fuels the creative for the message and medium.

PROFESSIONAL EXPERIENCE

MN Custom Homes Bellevue, WA

Sr. VP Sales, Marketing & Land Acquisition 2017—Present

• Brand Development. Responsible for communicating differentiation and value prop to both primary consumers: home sellers & home buyers. Brand personality, message, tone, content, campaigns, and distribution. Created MN Cares service & marketing programs for community support and environmental sustainability with local non-profits.

• Land Acquisition. Leading growth indicator for entire company. Instituted sales protocols for lead gen & conversion including scripts, tools, tracking and reports as part of CRM overhaul. YOY growth averaging 66% over four-years (’17-21’). Now the largest non-plat builder in Bellevue. Blend of “old school” print mailers and digital ads to fit identified buyer persona.

• PR & Communication. Hired and managed 3rd party PR firm to identify additional earned (unpaid) opportunities with strategic partners and media outlets. Leveraged Cision technology to track reach and value of distributed earned media. Crisis Management & Reputation Risk Response provided clarity on expectations & process for an unexpected event.

• Paid & Earned Media. All roads lead to digital tracking for ROI, CAC, CPA for analysis including print ads and articles. QR codes and unique landing pages provide insight into the reach, engagement, and conversions. Print media ads aligned with magazine and strategic partners in H+G and lifestyle themes. Digital spend on SEO, social platforms & e-newsletters increased reach and analyzed monthly. Earned media ranged from community contribution to latest trends to award winning distinction and special projects.

• Content Marketing. Content is king. We created the Home Purchase Program for home sellers, complete with videos, blog, FAQs, calculators/tools, and e-campaigns. For home buyers we created our signature video series, MN Minute which delivers “entertaining education in and around luxury new construction.” Topics include marketing updates, employee highlights, showcase projects, products and supplier features and our special “Luminaries Series” which presents home adjacent topics with special guests including local celebrities, business moguls and sports icons. https://www.mncustom.com/blog/

United Guaranty Arch MI, Greensboro, NC

Product Manager, Mortgage Insurance 2012—2016

• Lifecycle Marketing. Championed special project to capture the life of a loan and MI’s product role in it which was used for sales training, identifying product opportunities and internal onboarding for new employees.

• Stakeholder Buy-in. Primary role of gathering consensus from multiple stakeholders, primarily sales leading and C-level leadership on project value, customer (perceived) value, strategic direction and opportunity cost.

• Technical Sales & Training. Trained national & area sales team to best leverage new products in the marketplace as well as present directly with customers on more complex initiatives. Primary customer contact for all Key Accounts (e.g., Chase Bank, Freedom Mortgage, Homebridge) for product distribution and idea sharing.

• Focus Groups & Field Research. Partnered with sales and marketing to gather intel on lender’s drivers and blockers through structured focus groups and direct user interviews.

• Cross-selling & Alternative Distribution. Partnered with AIG and ValuedInsured to cross-sell internal products (life insurance) and external offerings (down payment protection).

• Business Integration. Business decision making for customer facing integrations for our mortgage insurance pricing and ordering. Ensuring that customer solutions are being met while achieving on-time implementation with IT.

Roosevelt Hotel, Seattle, WA

Director of Sales & Marketing 2009—2012

• Sales Growth. Increased revenues 14% annually, outpacing market re-growth over by 25%. Lead the company in revenue and RevPar growth 3 consecutive years. Revenue responsibilities for NW group for Coast Hotels USA including three teams including corporate, group and transient. Combined sales budgets over $10MM annually.

• Marketing & Brand Growth. Developed Downtown & Pine Association combining a mix of retail, hospitality and entertainment business in Downtown Seattle. Developed unique relationships with retail and restaurant partners that were utilized across different promotions and special packages.

• Strategic Partnerships. Worked closely with Downtown Seattle hospitality organizations including Seattle CVB, Seattle Chamber, GSBA, Seattle Downtown Association and Downtown “boutique” properties.

ADDITIONAL EMPLOYMENT

AXA Advisors, Bellevue, WA Financial Advisor 2006—2009

Willows Lodge & Spa, Woodinville, WA Sales Manager 2003—2006

Woodmark Hotel & Spa, Kirkland, WA Asst. Hotel Manager 2000—2003

EDUCATION

Northwest University, Kirkland, WA

Bachelor of Arts. Business Administration and Finance 1999—2002

Treasure Valley Community College, Ontario, OR

Associate of Arts. Associate Student Body President 1997—1999