Summary
Overview
Work History
Education
Skills
Stage Company Type
Industry
Digital Marketing
Brand Marketing
Community Marketing
Leadership Experience
Training
Timeline
Generic
Holli Schmitt

Holli Schmitt

San Francisco,CA

Summary

Vice President of Marketing with career history of 20+ years driving dynamic marketing initiatives across branding, public relations, digital marketing and corporate positioning. Creator of exceptionally effective campaigns that drive corporate revenues and market position. Experience implementing strategic initiatives from white space opportunity to go-to-market execution across public, private, private equity, and family-owned businesses. Kind, collaborative, and inspiring leader of internal and external stakeholders at all levels. Excel at helping companies grow through intentional leadership, brand development, and marketing planning.

Overview

20
20
years of professional experience

Work History

Real Estate Investor and Property Manager

Self-employed
04.2021 - Current
  • Actively listen to customers, handled concerns quickly and escalated major issues.
  • Collaborate with architects and designers for seamless integration of unique features in custom home designs.
  • Optimize budget allocation by negotiating contracts with suppliers, subcontractors, and trade partners, ensuring cost-effective solutions.
  • Assist with day-to-day operations, working efficiently and productively.
  • Self-motivated, with a strong sense of personal responsibility.

VP of Marketing

Legendairy Milk
08.2022 - 06.2023
  • Led all marketing efforts including Brand Management, Ecommerce Sales, Product Marketing, Paid Media (Google, Meta, Amazon), Retailer Marketing (Target, Walmart, Meijer), Creative, Social/Influencer/PR.
  • Developed brand's first comprehensive OPEX Marketing plan and evaluated all marketing operations to improve efficiencies and reduce costs.
  • Created hiring roadmap to best support company's growth goals and product expansion.
  • Monetized TikTok (100K followers) through paid ad strategy and optimized organic social channels (Instagram 550K followers) to ensure consistent brand content strategy.

Director of Marketing and Communications

United FP Holdings (Planet Fitness Franchisee)
11.2019 - 01.2022
  • Responsible for store marketing strategy in 14 states, including growth plans, new club openings, community marketing, member engagement, and PR/Influencer plans.
  • Earned trust of new investment partner, American Securities, while accountable for Board read-outs, learning plan, and 3-year strategic goal setting.
  • Managed end-to-end paid media campaign development process, from planning and execution to reporting and analysis.
  • Enhanced return on ad spend through meticulous budget management and bid optimization.
  • Consistently met or exceeded performance goals by diligently monitoring KPIs and making data-driven decisions.

Sr. Director of Marketing

Smile Doctors
04.2016 - 10.2019
  • Responsible for brand direction, marketing strategy, growth plans, and field marketing for 180+ orthodontic practices in 16 states (TX GA LA AL MS KY TN SC CO WY MO IL IN OH WI MN).
  • Challenged with meeting and exceeding production numbers while achieving strategic priorities set by Linden Capital LLC and internal shareholders.
  • Grew Smile Doctors clinics from 17 to 180+ locations in 3 years while achieving plan goals of $150 m (2018) / $230 m (2019), Built marketing team from 2 to 40 members.
  • Increased brand awareness by developing and implementing strategic marketing campaigns and establishing national brand identity, personality, and style guidelines.
  • Developed creative content for digital platforms, driving traffic and generating leads. Launched website with clinic locator tool, SmileDoctors.com.
  • Developed comprehensive marketing training tools from ground up including Local Store Marketing (LSM) implementation for Field Marketing team and Practice Directors.

Senior Brand Manager

Silver Oak Cellars
12.2007 - 10.2015
  • Responsible for brand management and launch of consumer direct sales channel for one of the most recognized ultra-premium wine brands.
  • Participated in pricing committee and contributed to planning, executing, monitoring, and accelerating marketing and sales of two brands while operating under budget and meeting revenue goals.
  • Curated brand's digital visual identity through web development, packaging, photography direction, video creation, ecommerce, and email art direction.
  • Led planning, pricing, and implementation of ecommerce channel increasing direct to consumer sales from 8% to 40% of all wine sales.
  • Mentored junior team members to develop their skills and further their professional growth within our organization.
  • Led market research initiatives to gather insights on consumer preferences, trends, and competitor analysis.

Assistant Vice President, Credit Card

Wells Fargo & Company
12.2006 - 12.2007
  • Built upon existing customer relationships to effectively cross-sell Credit Card products.

Vice President, Membership Marketing

Citibank
03.2004 - 10.2006
  • Managed marketing of membership club products (Identity Theft Protection products) to Citi Card holders while delivering quality earnings and achieving margin plan goals.

Education

Bachelor of Arts - Journalism

Texas A&M University
College Station, TX

Skills

  • Friendly, Positive Attitude
  • Teamwork and Collaboration
  • Marketing Analytics
  • Media Planning
  • Partnership Development
  • Customer Segmentation
  • Agency Management
  • E-commerce strategy
  • Digital Marketing
  • Marketing Plan Development
  • Recruitment and hiring
  • Content Strategy
  • Creative Direction
  • Excellent Communication
  • Calm Under Pressure
  • Problem Resolution

Stage Company Type

Early Stage, Growth Stage, VC/Private Equity backed, Established, Regulated Products and Services, $20M to $250M+ revenue

Industry

Multi-site Retail, Franchises, Female Health, Wellness & Fitness, Dental, Wine & Spirits, Banking & Financial

Digital Marketing

Performance Marketing, Paid Media Planning, SEO, SEM, Paid Social (Facebook/Instagram, TikTok, YouTube), Programmatic, Loyalty and Retention, Marketing, Email and SMS, E-commerce (Shopify), Website Development, Media Agency Management

Brand Marketing

Brand Development and Positioning, Storytelling, Social Media, Influencer/Partnerships, Blog Development, Product Development, P&L, Product Launches, Campaign Planning, Agency Management

Community Marketing

Field Marketing Planning, In-Store Marketing, Local Marketing, Events, Philanthropic and Fundraising

Leadership Experience

Mentorship, Team Hiring and Development, Cross-functional Partnership, Matrix Management, 1-1 Leadership Coaching, Difficult Conversations

Training

  • John Maxwell: Five Levels of Leadership
  • John Maxwell: Difficult Conversations
  • 1-1 Maxwell Leadership Coaching

Timeline

VP of Marketing

Legendairy Milk
08.2022 - 06.2023

Real Estate Investor and Property Manager

Self-employed
04.2021 - Current

Director of Marketing and Communications

United FP Holdings (Planet Fitness Franchisee)
11.2019 - 01.2022

Sr. Director of Marketing

Smile Doctors
04.2016 - 10.2019

Senior Brand Manager

Silver Oak Cellars
12.2007 - 10.2015

Assistant Vice President, Credit Card

Wells Fargo & Company
12.2006 - 12.2007

Vice President, Membership Marketing

Citibank
03.2004 - 10.2006

Bachelor of Arts - Journalism

Texas A&M University

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Holli Schmitt