Carrie Gordon

• Direct oversight of 100-member department, operating a $50M+ annual budget, and responsible for driving $425M+ in annual EBITDA revenue.
• Functional areas of oversight include creative services, mass media advertising, digital and programmatic platforms, public relations, database business intelligence and CRM, guest experience/call center. Includes responsibility for multiple agency-of-record relationships.
• Lead on negotiating, managing and activating multi-year large $1M+ partnerships and sponsorships (professional sports teams, higher education).
• Developed overall GTM marketing brand and strategy, including differentiated messaging and value proposition to drive awareness and consideration among target consumer segments.
• Exceptional ability to navigate highly matrixed organization and cross-functional teams, garnering executive level support for key initiatives.
• Developed a data-driven approach to marketing decision-making by implementing advanced analytics tools and processes; including evolution of market intelligence reporting and brand health metric monitoring.
• Streamlined internal communication channels, fostering collaboration among various departments within the organization.
• Championed customer-centric approaches to improve overall satisfaction levels and foster brand loyalty among target audience segments.

• Direct oversight of 12-member department, operating a $15M+ annual budget, and responsible for driving $140M+ in annual EBITDA revenue.
• Functional areas of oversight include creative services, mass media advertising, digital and programmatic platforms, database business intelligence, and CRM. Includes responsibility for multiple agency-of-record relationships.
• Regularly presented marketing insights and recommendations to executive leadership, ensuring alignment with overall business objectives.
• Spearheaded digital marketing efforts, including website redesign and social media strategy, driving significant growth in online traffic and conversions.
• Conducted market research to inform decision-making and ensure alignment with target audiences' needs and preferences.
• Expanded market reach by developing and executing region-specific marketing strategies that cater to local consumer preferences.
• Utilized advanced analytics tools to monitor campaign performance, making data-informed adjustments as needed to improve results continuously.
• Streamlined internal processes for greater efficiency within the marketing department, allowing for increased focus on strategic initiatives.

• Guided domestic and international cross-functional teams through all brand marketing and communication elements of go-to-market campaign preparation and tactical delivery; pursuing efficiencies and effectiveness by identifying innovative engagement opportunities.

• Drive consistency and adherence to strategies across business verticals, often required to operate in ambiguity and through barriers among and internationally distributed workforce.

• Ownership of key internal and external channel partner relationships that support the tactical delivery of campaign strategies - Marketing, Analytics, Finance and IT.

• Produce presentation materials to inform executive-level education and decision making as well as progress and performance towards strategic objectives.

• Reporting directly to the Chief Marketing Officer, oversee all direct response, digital, social, product, and integrated marketing communications efforts for the $13 billion credit union.

• Designed internal communications schedule for delivering information to call center and across 72-branch footprint in the state of California.

• Provide communications framework for analysis of marketing campaigns, making recommendations to the leadership team on areas of opportunity to adapt, improve and grow marketing and communications programs to support the company's strategic focus areas.

• Oversight of key vendor relationships that serve the credit union in the capacities of creative agency, media buying, marketing automation, campaign deployment, market research, and performance reporting.

• Responsible for the construction, launch, and ongoing performance monitoring of marketing programs through a variety of channels, driving awareness, consideration, and acquisition for core products and services in key markets.

• Led national product marketing strategy and communications for division of VSP's global eye wear line of business; a portfolio of seven licensed brands and five house brands.

• Developed public relations and media outreach strategy, providing direction for a team of four brand managers. Included management of key media relationships with trade publications and industry influencers, and representation of portfolio of brands at large industry trade shows and events.

• Represented department at corporate planning sessions to ensure alignment with master narrative of multiple global lines of business; collaborate with cross-functional teams to ensure consistent messaging and that all appropriate resources and channels were leveraged.

• Managed company-wide marketing and communications functions. Oversaw $500,000 annual budget, an additional $375,000 in capital projects, as well as coordinate in-house resources and over twenty vendors.

• Development of digital marketing strategy; including new product development and launch, channel pursuits, messaging cadence, implementation and maintenance for all customer acquisition and loyalty programs, as well as establishment of performance benchmarks for digital channels.

• Advise executive team, including providing thought leadership, regarding digital approaches for media and public relations opportunities, legal compliance, best practices, and strategies for website, mobile, email, social, search and text marketing programs.