Marketing Leader

Hayward “Lou” Tenney

Quakertown, PA, USA HLT***gmail.com 267-***-**** in/haywardtenney www.LouTenney.com SUMMARY

Marketing leader with 20+ years of experience scaling businesses, driving revenue growth, and delivering data-driven, multi-channel strategies across B2B and B2C industries, including energy, healthcare, insurance, and e-commerce. Proven track record in building and leading high-performing teams, fostering cross-functional collaboration, and executing innovative branding, lead generation, and campaign optimization strategies to achieve measurable results.

EXPERIENCE

Principal Consultant, Marketing Strategy

HLT Holdings April 2024 – Present

● Deliver strategic consulting services to clients in diverse industries, driving measurable improvements in lead generation and brand visibility.

● Develop and execute data-driven, cross-channel marketing strategies to optimize performance and achieve growth objectives.

● Advise clients on branding and campaign performance, leveraging data insights to refine strategies and enhance ROI.

Co-Founder and VP of Marketing and Sales

ProtoGen April 2016 – December 2023

● Played a pivotal role in establishing ProtoGen as a trusted leader in renewable and distributed energy consulting and project development.

● Achieved $1.5MM in annual revenue and a $10MM+ project pipeline through strategic marketing and business development initiatives.

● Led and mentored a team of 5 marketing and sales professionals, driving alignment on strategic goals and fostering a culture of collaboration.

● Managed marketing budgets of up to $200,000 annually, ensuring cost-effective allocation to maximize ROI across digital, content, and advertising channels.

● Spearheaded multi-channel strategies (digital advertising, SEO, PR, email, social media) to establish and grow brand visibility and engagement.

● Designed sales enablement tools (proposals, financial models, guides) and implemented HubSpot CRM, streamlining workflows and enhancing team collaboration.

● Designed, built, and maintained corporate website and client testing and certification websites.

● Managed vendor relationships and agency partnerships to execute high-impact branding and marketing initiatives aligned with corporate objectives.

● Created and utilized data-driven content (white papers, webinars, proposals) to refine strategies and deliver measurable growth.

Senior Copywriter and Marketing Strategist

Petplan December 2014 – September 2016

● Led multi-channel campaigns (social media, email marketing, microsites) that boosted engagement and strengthened brand visibility in the pet insurance space.

● Developed, tested, and optimized funnel content and UX for website and app, driving thousands of policy signups.

● Collaborated with cross-functional teams of 10+ professionals, including executives, creative directors, designers, developers, and product managers, to execute campaigns that improved customer retention.

● Directed signature campaigns like "Tournament of Tails" and "Petplan Veterinary Awards," significantly increasing customer engagement.

● Partnered with PR and HR teams to craft press releases, executive communications, and benefits messaging, improving organizational alignment.

● Ensured compliance with regulatory standards across marketing materials, maintaining brand consistency. Senior Copywriter

LevLane Advertising March 2014 – December 2014

● Created marketing content for healthcare, senior living, real estate, and municipal clients, achieving measurable results.

● Developed SEO-driven content, email campaigns, and promotional materials to increase engagement and sales.

● Collaborated with creative teams to ensure consistency and alignment across campaigns. Senior Copywriter and Marketing Analyst

Famous Smoke Shop December 2007 – March 2014

● Executed multi-channel campaigns (SEO, SEM, email marketing, PR, radio, direct mail, video) that generated millions of dollars of revenue and increased customer engagement.

● Directed a team of 10+ in executing email marketing campaigns, deploying thousands of segmented and high-converting emails. Continuously tested and optimized subject lines, creatives, and offers.

● Produced impactful video campaigns, including "Operation Smokescreen," interviews, and reviews, collaborating with industry leaders to enhance brand storytelling.

● Expanded the Cigar Advisor brand with lifestyle-focused content, strengthening its authority among cigar enthusiasts and increasing website engagement.

● Optimized campaign performance by analyzing customer data, refining segmentation, and enhancing targeting strategies.

SKILLS

● Leadership: Team Leadership, Change Management, Strategic Planning, Budget Oversight.

● Marketing Expertise: Multi-Channel Campaigns, Brand Development, Lead Generation, Data-Driven Insights.

● Platforms: HubSpot, Salesforce, Google Analytics, Google Ads, MailChimp, Hootsuite.

● Web & Design Tools: WordPress, HTML/CSS/Javascript, xAPI, Sharepoint, Adobe Suite, Canva, Visme.

● Business productivity: Microsoft Office Suite (Word, Excel, Project, Teams), Trello, Asana. EDUCATION

Bachelor of Arts, English and German

Minor in Women’s and Gender Studies • Indiana University of Pennsylvania • Indiana, PA • 2003 ADDITIONAL INFORMATION

● Fully remote-ready with a dedicated home office, advanced collaboration tools, and eight years of remote work experience.

● Proven track record of success in B2B and B2C industries such as energy, healthcare, insurance, and ecommerce.

● Portfolio available at https://www.LouTenney.com.

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