I enjoy blending my unique creative and tactical skills to orchestrate effective marketing and content strategies. Having worked in creative and design roles, through process, planning, strategy and launch I am able to visualize time lines and problem solve in real-time. I know what it takes to produce quality content while also staying focused on priorities and maintaining momentum. My passion is creating vision and direction out of chaos and lack of clarity.
Being creative is at my very core in all aspects of my life. Over my 20+ years of being a creative I have had the opportunity to learn from some of the most amazingly talented people.
Creative mentorship is a bidirectional process, by working with and appreciating each individual’s style you not only help them tap into their true ability, you learn to refine yours as well.
When you are thinking through strategy it is key to factor in all creative pieces in order to timeline effectively, repurpose content, and create visuals that speak to and inspire your audience.
Marketing strategy starts with a deep dive into the heart of the business, defining quick wins and long term goals.
In order to acquire and retain your customers you have to know your audience. A diverse, targeted plan allows you to reach the right people with the right content.
Successful long term strategy is never written in ink, you must continue to test, adapt, and retest. If something is not working, change it and try again. The days of “set it and forget it” are over.
marketing, creative and advertising in Both B2B and B2C environments.
digital, print, event, retail, and copy writing content creation and management
as a Director and management of Creative and Marketing Teams
Tampa, FL
Orchestrate and deploy product collateral and content to e-commerce platforms and Amazon
Creation of customer web graphics, digital advertising, social content, copy writing, and on-line media
Audits and reporting of customer Amazon accounts for content accuracy and 3rd party seller issues
Safeguarding and leveling-up brand identities, voice, message and consistency
Content performance, evaluation, gap analysis, and reporting
Work with Executive Team to develop content guidelines and strategies
Research and analysis on consumer, market opportunities, and competitors
Presentations and reporting to executive level on all marketing and creative
Graphic design for print, web, social, email, swag, and trade show materials
Catalog layout, design and coordination
Trade show and event planning, coordination and support
Digital marketing, copy writing, SEO, SEM support
Market, industry, and product research and analysis
PR and Communications
Great HealthWorks – Ft. Lauderdale, FL
Built and kicked off 5 content campaigns for flagship brand
Worked with creative, copy and legal teams on brand standards and guidelines for multiple brands
Managed Social Media and Copy Teams
Worked across Media, Digital and Production teams to generate digital content
Worked with all teams to find areas of strength and weaknesses within the content creation and deployment process in order to create a new process focused on those areas
Built and launched project/content management system for Digital Business Team
Setup process for content request and creation for inbound and outbound with focus on Creative and Design Team
Trained all digital staff on processes and project management
Worked with creative team on raising brand standards
Managed incoming projects for all creative team members in order to help them learn how to prioritize, estimate completion dates, and maximize time
Provided feedback on all creative content to push them to ask questions, think beyond the task into the larger strategy and take pride and ownership of their creative work
Utilizing Google Analytics, website analysis, Facebook Business Manager, Sales Reports and deep internet research worked to start formulating:
True personas for the flagship brand
Identify new segments and audiences to expand the reach of the brand
Identify the differences in segments in order to build content that speaks directly to their needs
Gator Cases, Inc. – Tampa, FL
Integral part of company 10X growth from $5M to over $50M annually
End to end content and marketing strategy for all brands including:
E-mail, direct mail, giveaways, and swag
Social media paid and organic, paid search, Adwords and outside agencies
Management and deployment of all product collateral such as large amounts of catalogs, brochures, product packaging, product inserts and instructions
Creating customer personas and establishing journeys for B2B and B2C for several industries including Music, Pro Audio, Live Sound, Sports and Leisure, Trade Show/Expo, Manufacturing, Healthcare, Science and Technology and many more
Working with product development, branding, sales channels, and E-commerce teams launched several new brands and over 3,000 products
Complete management of budget, forecasting and P&L
Management of all in-house creative team and outsourced talent and agencies
Created internal process for creative team to align with product development, brand management, and sales in order to streamline speed to market
Built full project management system for Marketing/Creative Team initiatives utilizing PM and automation software
Provided all guidance, feedback and approval on branding, regulations and design style across all brands
Built and raised all standards and branding with focus on photography and video
Hands-on, deep involvement in all creative work for all brands
Website development and design
Trade show planning and coordination for several shows both small and large, including the NAMM show and NAB
Worked internally and externally to build project scopes for full product launches with full outlines and KPIs for delivery
Consumer and market research to dig into opportunities with:
New Channels and Advertising
Competitive analysis on direct competition on what was working/not working as well as similar manufacturers to keep a broad view of practices
Building and maintaining press contact database and contact for several industries to include hundreds of contacts and agencies
Creating the copy standards and voice for brands including writing thousands of pieces of copy myself and managing outside copy writers
Generated several types of copy such as product, technical, packaging, B2B, B2C, blog, SEO rich and more
Generated and oversaw all press release and all external and internal communications for all brands and divisions
Maintained and built all dealer, representative, end user, and prospect databases for all communications
Futura International, Inc. – Clearwater, FL
Created brand standards and style guide
Redesign and maintained company website
Content management and coordination
Created all print and digital designs for advertising, technical materials, instructional materials and trade show graphics
Copy Writer for all marketing and training materials
Instituted and maintained on-line knowledge base
Coordinated and attended all trade shows for Orthotics and Prosthetics Industry
Assisted with the design and coordinated the in-house software training center
Presented and ran several in-house training classes and programs for software users
Created all Computer Based Training videos
On-site software client training by traveling several times a year within United States
Maintained all information on press and advertising contacts and built relationships
Created and deployed all external communications such as e-mail, direct mail and forum communications
Wrote and deployed all press releases and trade industry communications
Futura International, Inc. – Clearwater, FL
Built and managed first client support team
Supervised 5 member technical staff
Performed quarterly staff reviews
Assigned and coordinated special projects for IT
Trained technical support team
Provided IT support for medical billing software
Built and managed the call center ticketing system
Created training and knowledge base materials for support team
Researched and reported on features of similar and competitor software
Performed all software testing and reporting to software development
Performed maintenance and inspection for internal server farm
I have spent the better part of the past 20 years building my skills in Photoshop, Illustrator, InDesign, Acrobat, After Effects and more. I continue to build these skills daily in both my work and home life.
Project management, the process and emerging abundance of software to orchestrate it has been a passion of mine for quite a while now. I have utilized and built processes on several platforms such as Wrike, Asana, Smartsheets and more.
I am extremely proficient in all Office products from data merging to pivot tables and interactive presentations.
I am all about the details, I enjoy digging in to data from Google analytics, Facebook Business Manager, Marketing Automation Platforms, and good old internet thread pulling.
I pride myself on my ability to take complex information and boil it down into understandable chunks of information and present both graphically and verbally. The key to communication is knowing your audience and providing visibility and clarity.
I enjoy leading teams, mentoring and fostering growth. If your team grows, you grow. I have worked in office environments as well as remote and can thrive and be confident within both.
Gator Cases, Inc.
Gator Cases, Inc.
Music & Sound Retailer November 2008
