Change Management, Operations, Communications, Marketing, Consulting

Karl L. Houston, MBA, MSML

615-***-**** ****.***********@*****.*** karlhouston.com LinkedIn Profile Nashville, TN

Chief Communications Officer

Data-led, results-driven, roll-up-your-sleeves Chief Marketing Officer with proven success propelling organizations' growth, creating value, profitability, and record revenues through sound marketing strategy and building, leading, and enabling diverse, high-performing teams. Known for developing and executing an omnichannel strategy to support sales, brand awareness, and full customer lifecycle growth. Translates go-to-market strategies to create high-converting campaigns aligned with business objectives to deliver engagement, leads, pipeline, and revenue. Certified Prosci Change Management Practitioner and Conference Speaker.

COMPETENCIES

Executive Leadership • Strategic Planning & Execution • Rapid Growth Scaling • Budgeting • P&L Management Collaboration • Creative Direction • Customer Experience • Excellent Written & Verbal Communication Skills • Cross-functional Team Leadership • Vendor Management • Presentation Skills • Sales/Marketing Alignment • Diversity, Equity, & Inclusion (DE&I) • Process Improvement • Change Management • Customer Acquisition • Customer Retention • Leadership Development • Influencing Skills • Executive Presence • Public Speaking • Corporate Social Responsibility • Community Engagement

MARKETING & COMMUNICATIONS EXPERTISE

Advertising • B2C & B2B • Brand Strategy • Brand Development & Management • Brand Marketing • Brand Positioning • Campaign Development & Optimization • Content Strategy & Production • Crisis Communications • Digital Marketing • Email Marketing • Integrated Marketing • Lead Generation • Marketing Communications • Marketing Strategy • Media Planning (Owned, Earned & Paid) • Media Relations • Online Advertising • Outside Agency Management • PPC • Public Relations • Product & Service Launch • Research • Segmentation • SEM • SEO • Social Media Marketing • Strategic Communications • Web Analytics • Web Design & Development

INDUSTRY SECTOR INTEREST

Higher Education • Financial Services • Healthcare • Hospitality • Insurance • Real Estate • Retail • Travel & Tourism • Professional Services • Software-as-a-Service (SaaS) • Trade Associations • Banking • Consumer Services

SELECTED ACHIEVEMENTS

Created the first-ever Crisis Communication Plan to mitigate employee-related crises for Tennessee State Government and the Department of Human Resources.

Created and managed award-winning diverse, multi-generational, multi-channel campaigns consisting of media buys with digital and traditional advertising. Campaigns garnered 24 marketing industry awards.

Developed and executed a strategic communication plan, messaging, content syndication schedule, and aggressive PR campaign that generated an average of $3.6 million yearly in earned media value.

Used AI tags for audience insight, targeting, and measurements to understand customers' internet behavior and measure their entire conversion journey. Conversion rates increased by 152% for e-commerce site.

Doubled market share from 32% to 64% by leveraging first-party, third-party, and mobile data to build custom analytic solutions, by trade areas, for insights into new customers, locations, and competition.

Increased social engagement: LinkedIn: 108% impression increase, 309% engagement increase, 333% link click increase; Instagram: 44.3% engagement increase; Facebook: 1.3% net audience increase; and Twitter: 69% impression increase, 106% engagement increase, 25% link click increase.

Increased membership revenue by 60% through an acquisition campaign (FY2021- FY2022). Achieved revenue accountability by 141%+.

Led "best-in-class" marketing strategies and rebranding efforts using omnichannel campaigns that drove brand awareness and incremental profits. Increased sales by 258%.

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Effectively executed strategic internal communications to ~43,500 employees while enhancing employees' organizational knowledge and experience to increase engagement and drive more significant results.

PROFESSIONAL EXPERIENCE

STATE OF TENNESSEE Nashville, TN Jul 2022 – Present

The largest employer in Tennessee, with ~43,500 employees.

Chief Communications Officer (Marketing)

Serves on the senior leadership team for the Tennessee Department of Human Resources (DOHR) and leads the Communications Division. Accountable for effectively executing strategic internal communications to ~43,500 state employees while enhancing employees' organizational knowledge and experience to increase engagement and drive more significant results. Also serves as the department Public Information Officer.

Leads statewide external recruitment marketing messaging to attract top talent to the State of Tennessee.

Provides the executive branch with employer branding, change management, media, and strategic support.

Drives overall business success related to the department's strategy, including marketing content through various communications channels; internal and external department websites; email; and social media.

NASHVILLE AREA CHAMBER OF COMMERCE Nashville, TN Jul 2021 – Jul 2022

Middle Tennessee's largest business federation, representing nearly 2,000 businesses in 10 counties. The Chamber works to positively impact the economic vitality and enhance the quality of life in the region, while supporting the growth and prosperity of Chamber-member businesses.

Vice President of Marketing and Communications

Reported directly to CEO and served on the executive leadership team.

Oversaw the marketing and communications department, including branding, communications, public relations, social media, digital advertising, web design, content, and budget management. Developed and drove an integrated external and internal marketing and communications strategy that supported the Chamber's revenue, growth, and strategic goals. Additionally, served as the primary spokesperson for the organization, ensuring a proactive public relations and communications strategy.

Installed a new project management system as a single source of information for the company. Improved deliverables; 89% of projects on track with 97% deliverability.

Launched the beginning phase of a website redesign and brand refresh. Developed several high-quality marketing campaigns, including Intro Nashville and Partnership 2030.

Increased social engagement: LinkedIn: 108% impression increase, 309% engagement increase, 333% link click increase; Instagram: 44.3% engagement increase; Facebook: 1.3% net audience increase; and Twitter: 69% impression increase, 106% engagement increase, 25% link click increase.

Increased membership revenue by 60% through an acquisition campaign (FY2021- FY2022). Achieved revenue accountability by 141%+.

INTUITIVE MARKETING Nashville, TN Oct 2019 – 2021

A strategic marketing firm providing brand development and management, crisis communications and public relations, marketing, community engagement, corporate social responsibility development, and integrated marketing to small and emerging businesses.

Principal and Managing Partner

Managed day-to-day operations and relationships with independent consultants. Worked directly with C-suite executives to bring clarity to their brand, value proposition, strategic objectives, marketing maturity, and readiness to promote and grow their business.

GOODWILL INDUSTRIES OF MIDDLE TENNESSEE Nashville, TN Sep 1997 – Oct 2019

A nonprofit focused on changing lives through education, training and employment. The agency employs about 1,110 people and serves 48 counties throughout Middle and West Tennessee, operating 29 retail stores, two outlet stores, 45 Donation Centers and 12 Career Centers.

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GOODWILL INDUSTRIES OF MIDDLE TENNESSEE (continued)

Head of Marketing Senior Director, Marketing and Community Relations (Jul 2006 – Oct 2019)

Reported directly to CEO and served on the executive leadership team. Built a high-impact, results-oriented internal team of nine marketing professionals.

Top marketing executive responsible for leading and managing all marketing efforts for eight brands within the Goodwill brand family. Provided strategic direction for the customer experience, brand management, analytics, communications/storytelling (PR, internal & external communication, content messaging, media relations, and crisis & reputation management); creative services (digital & social media marketing, SEM/SEO, web, advertising, and videography/photography); strategic partnerships; and community relations.

Provided strategic counsel to executive leadership team and board of directors.

Led "best-in-class" marketing strategies and rebranding efforts using omni-channel campaigns that drove brand awareness and incremental profits. Company sales increased by 258%.

Created and managed award-winning diverse, multi-generational, multi-channel campaigns consisting of media buys with digital and traditional advertising. Campaigns garnered 24 marketing industry awards.

Developed and executed a strategic communication plan, messaging, content syndication schedule, and aggressive PR campaign that generated an average of $3.6 million yearly in earned media value.

Created and executed a crisis communication plan for traditional and social media.

Conceptualized and executed a market and customer intelligence research project using predictive analytics, customer psychographics, and demographics to produce ideal customer profiles, personas, and segmentations.

Used AI tags for audience insight, targeting, and measurements to understand customers' internet behavior and measure their entire conversion journey. Conversion rates increased by 152% for e-commerce site.

Provided goal setting, visioning, leadership, and strategic direction for team members. Supported and cultivated team members’ professional growth and development (average tenure of seven years).

Collaborated with IT department, contributed to restructuring a customer loyalty program for the retail operation (32 stores). The program captured customer data and drove repeat traffic and revenue.

Automated the marketing process for project management, asset management, and branding for internal and external stakeholders to improve the user experience.

Senior Director of Donations Operations (Sep 1997 – Jul 2006)

Reported directly to the CEO and served on the executive leadership team. Managed a staff of 132 employees (seven regional managers).

Provided operational leadership, oversight, and strategic direction. Accountable for the department's day-to-day operations for multiple locations, P&L management, market research, customer acquisition and retention, strategic corporate partnerships, customer-facing initiatives, budgeting, hiring, training, and developing an effective team.

Re-engineered and rebranded the operation for growth by applying new business processes, innovative procedures, continuous improvement, and training to improve the customer experience, acquisition, and retention. As a result, the operation's footprint grew by 325%, resulting in a 462% increase in customers.

Doubled market share from 32% to 64% by leveraging first-party, third-party, and mobile data to build custom analytic solutions, by trade areas, for insights into new customers, locations, and competition.

Through best practice and innovation, recognized as one of the fastest-growing operations in the US among 156 Goodwill locations. Achieved a top 10 ranking in revenue and donations volume.

EDUCATION

WESTERN GOVERNORS UNIVERSITY Salt Lake City, UT

MS Master of Science – Management & Leadership

WESTERN GOVERNORS UNIVERSITY Salt Lake City, UT

MBA Master of Business Administration – Marketing

THE UNIVERSITY OF SOUTH CAROLINA Columbia, SC

BA Bachelor of Arts – Psychology & Criminal Justice

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CERTIFICATION

Prosci® Certified Change Management Practitioner (2024)

SOFTWARE PROFICIENCIES

Salesforce CRM • Media Monitoring • Critical Mention • MarCom Asset Management • EOS • CDP • Microsoft Office Suite • Google Workspace

PERSONALITY TYPES / ASSESSMENTS / INDICATORS

DISC Stabilizer • Interactive

Myers–Briggs INFJ (Introverted • Intuitive • Feeling • Judging)

Ethical Lens Justice • Fairness • Blended Relationship • Reputation

Clifton Strength Finder Learner • Responsibility • Strategic • Achiever • Ideation

PROFESSIONAL HONORS & AWARDS

“Communications Award of Excellence” Association of Chamber of Commerce Executives

Finalist, “Chief Marketing Officer Award” Nashville Business Journal

“Cause Marketing Partnership Champion Award” Goodwill Industries International

12 “Addy Awards” (8 Gold, 3 Silver & 1 Regional Gold); “Mosaic Award for Diversity” Nashville Ad Federation

8 “Gold Parthenon Awards” Public Relation Society of America, Nashville Chapter

“Excellence Award” for social media and digital advertising excellence The Center for Non-Profit Management

2 “AIMS Awards” for excellence in marketing American Marketing Association, Nashville Chapter

PROFESSIONAL AFFILIATIONS

CMO Council & Member American Marketing Association - Nashville Chapter

Advisory Board Member Ragan Communications

Member American Association of Executives

Member American Advertising Federation, Nashville Chapter

Marketing Advisory Council Goodwill Industries International

Alumni Tennessee State Government Executive Institute

COMMUNITY / VOLUNTEER LEADERSHIP

Board of Directors AncoraTN (formerly End Slavery TN), Nashville, TN

Board of Directors, Treasurer The Brookland Foundation, Columbia, SC

Board of Directors; Board Chair The Bridge Outreach Ministries, Nashville, TN

Board of Directors Strive Collegiate Academy Charter School, Nashville, TN

Board of Directors 2TK3 Corporation, Nashville, TN

Member of Class 31 Young Leaders Council, Nashville, TN

Grand Chapter Life Member Kappa Alpha Psi Fraternity

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