Functional Skills
Brand Strategy
Content Marketing
Customer Segmentation
Digital Marketing / Advertising
Go-to-market Strategy
Growth Marketing
Marketing Analytics
Marketing Operations
Product Marketing
CRM Selection / Implementation
Software Skills
Canva
Zoho Analytics
Asana
Trello
Microsoft Excel
Shopify
SAP CRM
Salesforce Pardot
Sector Experience
Business Services
Chemicals
Consumer Goods
Industrials
Technology
Experience
The Other CMO
Marketing
Contract CMO, Brand Advisor
1/2022 - Present
Brand Positioning - Digital Strategy - MarTech Process
Example clients:
• International skincare company – Re-launching brand into US market with patented new product;
re-building AOV and repurchase rate after significant portfolio restructure. Overseeing positioning, all creative and channels, and partnerships – delivering +30% profit improvement.
• $650M private equity SaaS – Revitalized positioning + GTM to improve an under-performing software bundle, to prepare for successful PE exit.
• $12M semi-custom e-commerce – Jump-started B2B segment by establishing digital lead generation, key ICP, and critical pricing; brought on new data platform and formalized CRM process + metrics.
Example clients:
• International skincare company – Re-launching brand into US market with patented new product;
re-building AOV and repurchase rate after significant portfolio restructure. Overseeing positioning, all creative and channels, and partnerships – delivering +30% profit improvement.
• $650M private equity SaaS – Revitalized positioning + GTM to improve an under-performing software bundle, to prepare for successful PE exit.
• $12M semi-custom e-commerce – Jump-started B2B segment by establishing digital lead generation, key ICP, and critical pricing; brought on new data platform and formalized CRM process + metrics.
QUEENS UNIVERSITY OF CHARLOTTE
Marketing
Associate VP, Marketing & Digital Strategy
2/2020 - 12/2021
Brand Strategy - Digital Marketing - GTM Planning - Team Leadership
• $75M brand, 9-member team. Created brand strategy and GTM plan to meet business objective of elevating university to national visibility. Guided team through advertising, website, SEO, social, email, PR, magazine, and creative services.
• Identified weakness and opportunity in core long-distance markets – developed targets and campaign that directly generated incremental leads with revenue yielding 140x ROI.
• Drove 2x traffic to Visit webpage, a lower bounce, and higher engagement, through data-informed changes to our targeting, social strategy, SEO, email cadence + design, and web navigation.
• Hired a critical PR team member to drive thought leader strategy with key faculty and topical experts; improved national earned media and TL interviews, building 10M impressions in 12 months.
• $75M brand, 9-member team. Created brand strategy and GTM plan to meet business objective of elevating university to national visibility. Guided team through advertising, website, SEO, social, email, PR, magazine, and creative services.
• Identified weakness and opportunity in core long-distance markets – developed targets and campaign that directly generated incremental leads with revenue yielding 140x ROI.
• Drove 2x traffic to Visit webpage, a lower bounce, and higher engagement, through data-informed changes to our targeting, social strategy, SEO, email cadence + design, and web navigation.
• Hired a critical PR team member to drive thought leader strategy with key faculty and topical experts; improved national earned media and TL interviews, building 10M impressions in 12 months.
BASF
Marketing
North America Marketing Manager
5/2017 - 3/2019
Digital Marketing - Strategic Communications - Innovation Pipeline
• $100M portfolio, 250+ products. Drove innovation and digital marketing to help a declining business. Globally matrixed role across NA, APAC, GER, LATAM, NETH, with 10+ major customer segments.
• Steered N. America innovation pipeline, managing up to 19 products-under-development, with 20+ global partners and counterparts. Accountable for business cases, financials, and GTM plans.
• Introduced and built digital lead generation capabilities. Used test-and-learn plan to grow leadership’s digital comfort, and then created digital marketing playbook. Earned +25% discretionary budget for following year.
• $100M portfolio, 250+ products. Drove innovation and digital marketing to help a declining business. Globally matrixed role across NA, APAC, GER, LATAM, NETH, with 10+ major customer segments.
• Steered N. America innovation pipeline, managing up to 19 products-under-development, with 20+ global partners and counterparts. Accountable for business cases, financials, and GTM plans.
• Introduced and built digital lead generation capabilities. Used test-and-learn plan to grow leadership’s digital comfort, and then created digital marketing playbook. Earned +25% discretionary budget for following year.
Chas Fagan Fine Art
Marketing
Head of Marketing
5/2002 - 1/2017
Reputation Development - Proposal Creation
• Bronze sculpture and oil portraits, 100% custom, for private, corporate, and government entities. Sculpture projects frequently involve collaborative design of a plaza or surrounding courtyard.
• Created Chas' story and design narrative for proposals; developed Brand aesthetic for website, social, and collateral; prepared him for events, speeches, and interviews.
• Won nationally competitive projects, including Neil Armstrong (Purdue University), President Reagan (Reagan National Airport & US Embassy-Berlin), President Johnson (city of Houston), Elie Wiesel and Rosa Parks (Washington National Cathedral), and the canonization portrait of Mother Teresa (St. Peter’s Basilica, Rome).
• Bronze sculpture and oil portraits, 100% custom, for private, corporate, and government entities. Sculpture projects frequently involve collaborative design of a plaza or surrounding courtyard.
• Created Chas' story and design narrative for proposals; developed Brand aesthetic for website, social, and collateral; prepared him for events, speeches, and interviews.
• Won nationally competitive projects, including Neil Armstrong (Purdue University), President Reagan (Reagan National Airport & US Embassy-Berlin), President Johnson (city of Houston), Elie Wiesel and Rosa Parks (Washington National Cathedral), and the canonization portrait of Mother Teresa (St. Peter’s Basilica, Rome).