Bryan Welnicki
Austin,TX
Summary
Global product leader with a strong background in product strategy, customer-led marketing, and cross-functional leadership. 10 years of marketing experience, driving significant product growth with multiple 0-1 product launches. Proven track record of building and leading strong cross-functional teams. Expertise in leveraging market trends and consumer insights to develop innovative products that meet customer needs and drive business success.
Overview
10
10
years of professional experience
Work History
Sr. Global Product Marketing Manager (Verticals)
TikTok
02.2024 - Current
- Vertical Product Portfolio Owner: Delivered $150M (2024: +97% YoY Growth) as Global Performance Product portfolio owner for the Auto Vertical.
- Led 0-1 Product Launch & GTM for $1bn bet, Automotive Ads Suite (our Automotive Shopping Ads Format) from initial idea & business case to full GA. Awarded TikTok's "Inspire" Award for Innovation. Auto Ads launch featured in Ad Age, Adweek, Automotive News.
- Auto Ads: Crossed $30M ARR (incremental) in first 3 months post-GA, expected to cross $100M+ in 2026.
- Partnered with Engineering, Sales, Client Council (created it), Business Marketing, PR, PM, Legal, and Regional PMM to deliver exceptional Product-Market-Fit and GTM for our full Performance Portfolio (Traffic, Lead Gen, Auto Ads, Search, Automation).
Global Product Marketing Manager (Brand)
TikTok
02.2022 - 02.2024
- Brand Portfolio Product Owner: Owned Global GTM, Inbound & Roadmap Strategy for $2.75bn Portfolio of Brand Auction products
- Scaled Brand Auction portfolio revenue 40% YoY 2x with >$1bn incremental value added
- Championed XFN partnerships with Product, Engineering, Regional PMM, Data Science, Marketing Science, and Sales to deliver exceptional Product-Market-Fit and client<>product experience
- Focused View Launch: Owned from Beta->GA; Fastest-growing Brand product in TikTok history, delivering $2.5bn/yr and 40% YoY growth 2x
- Community Interaction Launch: Owned from Alpha->GA; Designed and launched Groundbreaking research on Value of a Follower. $250m/yr with 800% YoY growth in first year
Client Solutions Manager
TikTok
03.2021 - 02.2022
- Led 2-person Retail sales pod to $63m ARR, #1 mid-market team in NA region (#5 overall)
- Delivered regular product trainings to Retail team as Product SME, resulting 120% team attainment & >5x YoY Growth for 2021
- Designed & Scaled the first standard automated business dashboard to all of Growth CST/Sales, supporting over 50 pods with clear and automated insights to grow their books
Media Marketing Manager
Nestle Waters North America
11.2020 - 03.2021
- Led $100M brand media strategy for Nestle Waters brands including Poland Spring, Perrier, Ozarka, & Pure Life
- Synthesized 1p/3p performance & syndicated data to increase media ROAS and drive 5% YoY growth on $2B P&L
- Unified omnichannel marketing data into actionable insights for Sales, Creative, Media, Search, and Shopper teams
Marketing Manager
University of Pittsburgh
07.2020 - 11.2020
- Team lead for University-wide Corporate Partnership marketing strategy, partner messaging and content strategy
- Development lead on predictive analytical models to identify high-value partner targets
- Led cross-functional team to 200% annual profit growth (from 600k to 1.8m) on $12mm marketing budget managed
Senior Account Manager
Gragg Advertising
02.2017 - 05.2019
- Designed, Executed & Optimized integrated marketing campaigns across digital and traditional media (Paid search, Display, SEO, Email, Social Media, Website, Digital Video, SVOD, TV, Text, OOH, Print)
- Developed long-lasting client relationships by providing exceptional customer service and results - growing total book revenue 40%+ YoY for 2 years straight
Digital Marketing Manager
AC Lion
11.2016 - 02.2017
- Improved customer lead volume and quality through A/B tested, automated email (open rate +19%, engagement +18%)
- Managed all social profiles and paid channels - over 100% social media brand engagement growth achieved
Social Media Coordinator
BARK
01.2015 - 09.2015
- Periscope innovation recognized as example of brand leadership in the streaming space (featured on Mashable)
- Analyzed & leveraged social media insights to present new eCommerce opportunities
Education
Master of Business Administration - Marketing & Strategy
University of Pittsburgh, Joseph M. Katz School of Business
Pittsburgh, PA04.2020
Bachelor of Music - Vocal Performance
New York University
New York, NY05.2011
Skills
Product Management, Product Marketing, Brand Management, Marketing Analytics, Pricing Strategy Project Management, Stakeholder Management, Sales Enablement, Digital Marketing, Consumer Insights, Behavioral Psychology, Public Speaking
Mba Experience
Brand Consultant, J.M. Smucker, Pittsburgh, PA, 01/01/20, 04/01/20, Served as brand consultant for Folgers Coffee, focusing on long-term repositioning strategies., Analyzed SKU data, Nielsen data, and market trends to present recommendations for brand and product-line adjustments.
Timeline
Sr. Global Product Marketing Manager (Verticals)
TikTok
02.2024 - Current
Global Product Marketing Manager (Brand)
TikTok
02.2022 - 02.2024
Client Solutions Manager
TikTok
03.2021 - 02.2022
Media Marketing Manager
Nestle Waters North America
11.2020 - 03.2021
Marketing Manager
University of Pittsburgh
07.2020 - 11.2020
Senior Account Manager
Gragg Advertising
02.2017 - 05.2019
Digital Marketing Manager
AC Lion
11.2016 - 02.2017
Social Media Coordinator
BARK
01.2015 - 09.2015
Bachelor of Music - Vocal Performance
New York University
Master of Business Administration - Marketing & Strategy
University of Pittsburgh, Joseph M. Katz School of Business
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