BARBARA “BOBBIE” LOCKE
Gig Harbor,WA
Summary
Executive leader with extensive experience and results in both for-profit B2C/B2B and nonprofit environments. Full P&L and budget accountability, strategy/operations leadership, process improvement, program development, brand/product management, and omnichannel marketing success for business units up to $440 million in annual revenue. Recognized thought leader and world-class team builder with excellent project management and communication skills. Distinctive ability to align people and resources with mission-centric strategies that achieve results.
Overview
22
22
years of professional experience
Work History
Director of Operations
PROJECT GREEN
11.2022 - 12.2023
- Company Overview: Nonprofit Organization: Financial Literacy Education and Economic Advocacy (projectgreengr.org)
- Senior leader of Operational Excellence, Strategy, Human Resources, Systems, and Finance functions
- OpEx: Directed development, planning, preparation, implementation, and evaluation of annual and long-range strategic plans to empower community impact objectives and KPIs
- Established foundational standard operating policies and procedures to support maximized operations
- Funding and program effectiveness
- Supported Board governance/compliance
- Finance: As direct liaison with CPA firm, ensured accurate and timely financial transactions and periodic reporting; and monthly analysis of Statements of Activity and Financial Position
- Grant/donor Funding: Led new project research, application processes, pitch decks
- Ensured timely reporting of results to existing funders
- HR Leadership: Employee records and payroll systems; employee hiring policy and new role development; Created SOPs for the recruit-screen-interview-onboard employee experience; Developed performance review standards
- Nonprofit Organization: Financial Literacy Education and Economic Advocacy (projectgreengr.org)
Program Director, Financial Capabilities/Organizational Growth
PROJECT GREEN
07.2020 - 11.2022
- Company Overview: Nonprofit Organization: Financial Literacy Education and Economic Advocacy (projectgreengr.org)
- Empower individuals and families to achieve transformative financial management competencies
- Led and facilitated consumer-facing financial education programs and curriculum development
- Developed and grew new/existing community partner relationships and strategic alliances for service delivery
- Marketing leadership: created and led the organization’s integrated marketing strategy and tactical activities
- HR/organizational growth: New role development; list, recruit, screen, interview, onboard
- Nonprofit Organization: Financial Literacy Education and Economic Advocacy (projectgreengr.org)
CEO and Founder/Business Growth and Marketing Strategist
CARTER LOCKE GILLETT
10.2014 - 12.2021
- Company Overview: Business growth, marketing strategy, and leadership development consultancy
- Strategic engagement with B2B, B2C, and nonprofit clients to provide high-level growth, marketing, and program recommendations
- Provided market and resource planning during critical startup, overall vision/strategic direction, and next-level growth phases
- Oversaw implementation and coached clients to optimize operational and individual performance
- Business growth, marketing strategy, and leadership development consultancy
Director, Marketing and Communications
THE STOW COMPANY
12.2012 - 05.2014
- Company Overview: Leading manufacturer of wood-based home organization solutions marketed under the EasyClosets, ORG Home, and Easy Track brands with ~$140 million in annual revenue (thestowcompany.com)
- Led all traditional and digital marketing and communications initiatives, directing consumer branding and channel management to achieve annual operating plans and ROI goals
- Additional responsibilities included leading staff in brand strategy, SEM/SEO, social media, and marketing automation as well as the collateral process utilizing photo, video, electronic print, and POS
- Managed a multi-brand budget of $10 million
- As a member of the Executive Team, played a key leadership role in growing annual consolidated revenue by 18% and EBITDA by 57% over the prior year
- Transformed the pure-play eCommerce brand EasyClosets by initiating national advertising and sales promotions, high-impact digital marketing, printed collaterals, and a disciplined approach to launch planning for three major product launches (easyclosets.com)
- Directed development of a new website design, navigation, messaging, and visual asset production
- Leading manufacturer of wood-based home organization solutions marketed under the EasyClosets, ORG Home, and Easy Track brands with ~$140 million in annual revenue (thestowcompany.com)
Division Marketing Manager – ODL USA
ODL INCORPORATED
04.2011 - 11.2012
- Company Overview: A leading provider of decorative door glass inserts for residential entry doors; tubular skylights, retractable screen doors, and other durable products with ~$185 million in annual revenue (odl.com)
- Directed all brand management/marketing activities for a portfolio of 15 product categories sold through multiple B2B and B2C distribution channels
- Led staff of marketing managers and designers responsible for new product development and launch, channel-specific segmentation/marketing strategies and national promotions as well as customer-facing communications for retail/home center and builder/distributor channels
- Established the first comprehensive product/market launch processes that drove consistently successful and cost-effective channel execution
- Led a cross-functional team in building a major home center business review, resulting in an approved proprietary product line proposal supported by a high-impact merchandising strategy
- Championed the B2B and B2C delivery of new products and go-to-market plans, launching four product lines to the building products industry, including two global innovations
- A leading provider of decorative door glass inserts for residential entry doors; tubular skylights, retractable screen doors, and other durable products with ~$185 million in annual revenue (odl.com)
Business Growth/Marketing Strategy
INDEPENDENT MANAGEMENT CONSULTANT
11.2007 - 04.2011
Product Platform Leader/Product Manager II – Roman, Roller, Solar Shades
SPRINGS WINDOW FASHIONS, LLC
03.2007 - 10.2007
- Company Overview: Leading window blinds and shades manufacturer offering Bali, Graber, SWFcontract, Horizons, and Window Images brands, with ~$250 million in contract and retail channel annual revenue (springswindowfashions.com)
- Led platform product development and marketing, with business results ownership for consumer and commercial product sales totaling $30 million in annual revenue
- Led three successful product line launches, guiding the team in executing an innovative, combined merchandising program that saved $1 million vs
- Traditional collateral
- Rejuvenated development of a struggling product line requiring global vendor development and rigorous team building
- Launched successfully, generating $500,000 incremental revenue in its first 45 days on the market
- Led the development of the company’s first cohesive competitive benchmarking process, integrating both engineering and marketing requirements for comprehensive competitor analysis
- Leading window blinds and shades manufacturer offering Bali, Graber, SWFcontract, Horizons, and Window Images brands, with ~$250 million in contract and retail channel annual revenue (springswindowfashions.com)
Project Manager, KitchenAid Culinary Innovation
WHIRLPOOL CORPORATION
01.2006 - 05.2006
- Company Overview: Fortune 250 leading global manufacturer and marketer of major home appliances across a large portfolio of brands; $19 billion in annual sales and 69,000 employees worldwide
- (NYSE Symbol: WHR)
- Fortune 250 leading global manufacturer and marketer of major home appliances across a large portfolio of brands; $19 billion in annual sales and 69,000 employees worldwide
- (NYSE Symbol: WHR)
Brand Manager, KitchenAid Major Cooking Appliances
WHIRLPOOL CORPORATION
05.2003 - 12.2005
- Company Overview: Fortune 250 leading global manufacturer and marketer of major home appliances across a large portfolio of brands; $19 billion in annual sales and 69,000 employees worldwide
- (NYSE Symbol: WHR)
- Progressively-responsible leadership roles included developing annual operating plans and driving brand strategies for up to 12 product lines to achieve sales volume, profitability, and market share goals
- $440 million in annual revenue for the KitchenAid brand, managing five SG&A budgets totaling $4 million and delivering the second-highest profit among Whirlpool Corporation North America category teams
- Created fully integrated marketing strategies and led cross-functional and cross-global teams that developed and launched four major cooking appliance product lines for KitchenAid, including two new-to-market cooking technologies
- Re-launched the KitchenAid Outdoor Entertainment product line of premium outdoor grills, side burners, refrigeration, serving stations, and refreshment centers/accessories
- $334 million in annual revenue and delivered earnings targets for all appliance categories within emerging brands Roper, Estate, Kirkland Signature, and Costco
- Achievement award for leading comprehensive consumer and brand segmentation initiative for emerging brands, authoring the positioning for each and spearheading relevant adjustments to product lines
- Fortune 250 leading global manufacturer and marketer of major home appliances across a large portfolio of brands; $19 billion in annual sales and 69,000 employees worldwide
- (NYSE Symbol: WHR)
Associate Brand Manager, Emerging Brands
WHIRLPOOL CORPORATION
12.2001 - 05.2003
- Company Overview: Fortune 250 leading global manufacturer and marketer of major home appliances across a large portfolio of brands; $19 billion in annual sales and 69,000 employees worldwide
- (NYSE Symbol: WHR)
- Fortune 250 leading global manufacturer and marketer of major home appliances across a large portfolio of brands; $19 billion in annual sales and 69,000 employees worldwide
- (NYSE Symbol: WHR)
Education
Bachelor Of Business Administration, Cum Laude - International Business
Davenport University
Grand Rapids, MISkills
- Business Unit/P&L Accountability
- Operations Leadership
- Nonprofit Management
- Marketing/Brand Strategy
- Certified Innovator
- Systems/Process Structuring
Affiliations
International Economic Development Council
Timeline
Director of Operations
PROJECT GREEN
11.2022 - 12.2023
Program Director, Financial Capabilities/Organizational Growth
PROJECT GREEN
07.2020 - 11.2022
CEO and Founder/Business Growth and Marketing Strategist
CARTER LOCKE GILLETT
10.2014 - 12.2021
Director, Marketing and Communications
THE STOW COMPANY
12.2012 - 05.2014
Division Marketing Manager – ODL USA
ODL INCORPORATED
04.2011 - 11.2012
Business Growth/Marketing Strategy
INDEPENDENT MANAGEMENT CONSULTANT
11.2007 - 04.2011
Product Platform Leader/Product Manager II – Roman, Roller, Solar Shades
SPRINGS WINDOW FASHIONS, LLC
03.2007 - 10.2007
Project Manager, KitchenAid Culinary Innovation
WHIRLPOOL CORPORATION
01.2006 - 05.2006
Brand Manager, KitchenAid Major Cooking Appliances
WHIRLPOOL CORPORATION
05.2003 - 12.2005
Associate Brand Manager, Emerging Brands
WHIRLPOOL CORPORATION
12.2001 - 05.2003
Bachelor Of Business Administration, Cum Laude - International Business
Davenport University
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