Brand and Go-To-Market Marketing Manager

Cari Ann McCarthy

Portland, OR ***** 503-***-****

www.linkedin.com/in/cariannmccarthy/ ***************@*****.***

Brand Development & Marketing Manager

Go-To-Market Global Brand Management Channel Marketing

Experienced brand manager and global marketing professional with significant international experience driving Go-To-Market (GTM) strategies and brand initiatives at Retail and Strategic Accounts. Skilled at contributing to cross-functional leadership teams to define and execute against business growth across sales, operations, and distribution channels. Proven at creating and delivering integrated and impactful marketing campaigns and programs that grow awareness and drive sell-through through data-based marketing decisions. Provide strong leadership with creative and specialized agencies and vendors. Works effectively in highly matrixed organizations to evangelize department and enterprise objectives. Well-versed in working across Corporate/ Subsidiary structure within multiple locations (domestically, internationally, and regionally. Genuine, intellectually curious, and a creative thinker with a knack for inspiring people and influencing outcomes across all levels within and outside the organization. Certified in Google Ad Search, SEO, SEM, and HubSpot with real-world experience in the digital space. Areas of Expertise:

Brand and Product Marketing

Agency & Vendor Management

Sales Enablement

Social Media/ Consumer Engagement

Integrated Marketing Campaigns

Project Management & Organization

Cross-Functional Collaboration

Light Accounting Skills

Budget Management

Digital Marketing

SEO, SEM, Google Ads, HubSpot

Communication & PR Strategies

PROFESSIONAL EXPERIENCE

DILLON & ASSOCIATES, Sales & Marketing Manager - Portland, Oregon, 4/2024 to Present

Responsible for all sales and marketing activities for a local, high-end office chairs and furniture company. Lead, coach, and supervise the sales team. Manage Google Ad campaigns, SEO, SEM, and social media. Review Google Analytics and make changes as necessary to maximize ROI. Manage posts on social media platforms focusing on key items, promotions, and customer engagement. Identify opportunities for B2B marketing / Lead generation and create marketing materials and campaigns to drive new revenue streams.

SHINE ON RESUMES, Owner / Operator - Portland, Oregon, 10/2016 to 4/2022

Identified a need in the resume space to provide an alternative to ‘resume mills’ and founded a small business to offer hand-crafted resumes through a differentiated process that draws out clients’ accomplishments from their work history and create resumes that attract future employers.

•Created company manifesto and visual identity, developed client pipeline from referrals and word of mouth, and developed an online presence leading to a successful digital outreach strategy.

•Drive marketing efforts to attract clients through digital methods with retargeting, Search Engine Optimization (SEO), and content.

MOBILE TECHNOLOGIES INC (MTI), Marketing Lead (4-Month Contract) - Hillsboro, Oregon, 11/2022 to 3/2023

Drove lead generation and marketing efforts for a fast-paced technology company with multiple verticals. Reporting to the CTO, collaborated closely with sales leadership to bring to market key sales and business initiatives to grow sales. Led marketing efforts and sales enablement globally. Managed marketing cases in Salesforce, allocated resources, and transitioned prospects into leads.

•Developed and executed a robust lead generation and content calendar.

•Managed weekly social posts, email campaigns, and thought leadership content aligned with the sales funnel.

•Managed outside digital agency and created HubSpot email campaigns; contributed to SEO efforts, and all digital efforts.

•Tracked Google analytics and reviewed digital campaigns to make informed decisions on content, channel, and timing.

•Utilized Workfront to manage all marketing projects, productivity, timelines, approvals, and budget.

DR. MARTENS AIRWARE USA, International Distributor Marketing Manager (LATAM) - Portland, Oregon, 6/2019 to 7/2020 Leadership role to drive marketing direction and execution for the LATAM region to support brand market position and identify growth opportunities. Traveled extensively to LATAM markets to meet with distributors and Key Account leadership to understand our mutual goals, develop project timelines, and identify and define solutions to address gaps and ensure success.

Responsible for communicating global marketing direction to all international distributor locations in the regaion. Provided guidance and outcomes for all marketing functions (Retail, social media, digital marketing, visuals and creative approvals, traditional advertising, PR).

•Conducted market audits/assessments and gap analysis to drive standardization, consistencies, and efficiencies across distributor markets. Strengthened relationships with the region through regular individual and regional marketing meetings.

ASCENT INDUSTRIES, US Marketing Manager - Portland, Oregon, 5/2017 to 12/2019

Leadership role to drive the marketing strategies. Supported Key Account sales, executed multi-channel marketing plans, and grew brand awareness and consumer engagement. Constructed and implemented GTM strategies focused on sales enablement to ensure successful product launches and marketing best practices for four distinct brands under the company name. Collaborated with Sales Leadership, Product, and Supply Chain functions to build plans for driving sell-in and sell-through. Company closed in 2019.

•Managed, motivated, and inspired a team of five marketing professionals responsible for Merchandising, training/education, creative design, and social media/engagement.

•Responsible for marketing budget and fund allocation for all marketing activities.

PORTLAND PRODUCT WERKS, Marketing & Business Development Specialist (contract) - Portland, Oregon, 10/2013 to 11/2016 Collaborated with the President and General Counsel to establish and implement a Business Development plan to reach 3-year revenue goals. Built strategy for expanding license and franchise opportunities, as well as new acquisitions of Brands for the portfolio.

COLUMBIA SPORTSWEAR COMPANY, International Marketing Manager, Intl Distributors - Portland, Oregon, 10/2013 to 11/2016 Strategic Brand marketing and Go-To-Market Management role that led global distributor teams and strategic key accounts to execute marketing programs, product launches and in-store initiatives that contributed to both brand and commercial growth.

•Collaborated with global marketing leadership on messaging, visual identity, campaign development, and marketing asset needs assessment for global usage with extensive knowledge on international / regional marketing needs and requirements.

•Approved local distributor plans marketing allocation, regionalized / adapted creative to ensure global standards were met.

•Created marketing campaigns to support Brand and commercial drivers for the international business units, regionally.

•Selected, trained, and managed external agencies to execute creative, PR, and marketing plans in market.

•Developed and implemented a strategic approach for allocating distributor Marketing and MDF budgets.

COLUMBIA SPORTSWEAR COMPANY INTERNATIONAL SARL, Marketing Manager, EMEA - Geneva, Switzerland, 3/2010 to 9/2013

Marketing leadership role within the International Business Development Sales team responsible for Go-To-Market strategy development and sell-in to distributor partners Contributed to the overall growth and profitability of the Columbia Brand in EMEA with a focus on Russia and launching new partners in emerging international markets.

•Ensured GTM strategies were embraced executed seamlessly across Europe, Middle East, and Africa (EMEA).

•Hired, managed, and motivated a team of five visual merchandisers to execute best practice trainings, approve new store look & feel and merchandising standards.

•Recognized a business opportunity in Russia that required a unique marketing campaign for the market. Campaign included TV, Digital, Print and OOH executions. Managed external agency, budget, and timeline.

COLUMBIA SPORTSWEAR COMPANY INTL SARL, Mktg Specialist, EMEA - Geneva, Switzerland, 7/2008 to 3/2010

Relocated from. Marketing leadership role within the International Business Development Sales team responsible for Go-To-Market strategy development, sell-in to distributor partners, and execution. Lead planning with distributor and channel partners to ensure global initiative success. Served as the primary contact and functional expert on all marketing and retail related topics.

•Held quarterly GTM meetings with EMEA distributors to ensure understanding of and alignment with priorities & initiatives.

•Developed MDF allocation plan and tracked performance against set KPIs by market, analyzing ROI and adjusting spend as needed.

COLUMBIA SPORTSWEAR COMPANY, International Marketing Project Manager - Portland, Oregon, 6/2006 to 7/2008

Lead the briefing, trafficking and approval process for complex International Marketing projects and global tools development across all marketing Tracked timelines and milestones, budget, and delivery of multi-layered project output to ensure on-time and on-budget delivery.

EDUCATION & CREDENTIALS

Certificate in Google Ad Search, SEO & SEM, HubSpot email marketing, and Google Analytics

UNIVERSITY OF OREGON Continuing Education, October 2023

Bachelor of Arts, International Studies

UNIVERSITY OF OREGON Eugene, Oregon

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