Hi, I’m
Holly Welch
Salt Lake City,UT
Summary
Chief Marketing Officer Delivering vision and data-driven business strategies for top-tier clients in highly competitive markets. Experienced marketing manager, sales professional, and entrepreneur with the proven ability to identify needs and pain points, garner buy-in, and work with a wide range of verticals, personalities, and processes. Known for bringing integrity, creativity, and an unconventional eye to addressing each clients' goals and challenges — coupled with a personable approach and exceptional follow-up and follow through. Transforming client results by leading them to think strategically about lead generation, customer acquisition, expanding business with existing customers, and becoming top performers in their vertical. Exceptional ability to create marketing plans that are data driven — coupled with the ability to make mid-course adjustments to ensure maximum ROI and unparalleled customer satisfaction and retention. Enthusiastic Marketing Consultant adept at working with colleagues and customers of all backgrounds. Team builder and clear communicator with strong problem solving and planning skills.
Overview
28
years of professional experience
Work History
AD Advertising
Fractional CMO
11.2021 - Current
Job overview
- As Fractional CMO increased visibility to both new products and established companies.
- B2B and B2C proficiency.
- Clients include retail companies, SaaS companies, asphalt paving companies, physicians, wireless phone providers, and recruiting companies.
- Designed branding and executed marketing plan to increase awareness and sales for new mobile phone entering global retail market.
- Created and implemented complete traditional media marketing plan for large financial institution to increase local sales across nation.
- Lead team of digital marketers to create and execute full marketing plan that resulted in delivering retail client triple sales within one month.
- Developed innovative sales and marketing strategies to facilitate business expansion.
- Implemented data-driven decision-making processes to guide marketing initiatives and allocate resources efficiently.
- Planned and executed events and marketing programs to increase qualified leads.
- Launched marketing activities for new product lines and market penetration.
- Analyzed consumer usage patterns to identify trends and target key demographics.
- Established streamlined communication channels between departments to enhance collaboration on cross-functional projects.
- Established targets for social media platforms to reflect business objectives.
- Implemented key initiatives and activities aligned with brand strategy and brand advocacy.
- Developed and executed marketing programs and general business solutions resulting in increased company exposure, customer traffic and elevated sales numbers.
- Compiled product and customer data to generate informed profit projections.
- Developed technical and non-technical marketing presentations, public relations campaigns, articles, and newsletters.
- Shaped solutions and approaches by leveraging trends in customer marketplaces and industries.
- Expanded market share with targeted advertising campaigns and product positioning.
- Optimized digital presence, enhancing website design and improving search engine rankings.
Cumulus Media
Senior Sales and Marketing Executive
09.2016 - 11.2022
Job overview
- Consulted with diverse client base including attorneys, physicians, software companies, and dentists to drive market presence and increase revenues by assessing requirements and developing sales and marketing plans
- Prepared proposals; analyzed data and conducted market research including industry trends and competitor offerings.
- Marketing strategies employed included digital marketing, radio advertising, website development, SEO/SEM, digital video, digital audio, print advertising, event marketing, media planning, media campaign planning, endorsement management, creative designs, sales promotions, sponsorships, television advertising, video/audio production, and billboard
- Increased convenience store chain's club membership base by hundreds of thousands by developing multi-faceted marketing plan that included discounted gas.
- Devised marketing plan for specialized attorney wanting to reach other attorneys utilizing targeted digital advertising and email marketing.
- Sales Achievements:
- Influenced clients to invest 10X more than initially planned by identifying and resolving impeding issues.
- Met or exceeded budgets monthly for 6 years; won multiple sales contests for new business development.
- Designed and delivered 10 sales training seminars for 500 employees each at client law firms, retail establishments, and medical practices.
- Achieved highest sales in region by designing new sales incentives and contests to motivate team.
- Created and implemented successful sales campaigns to drive leads and increase sales.
- Expanded market presence by identifying new business opportunities and successfully closing deals.
- Earned Highest Sales award for maintaining customer satisfaction ratings and securing 53 high-profit accounts.
- Presented professional image consistent with company's brand values.
- Consistently monitored sales performance metrics, adjusting tactics as necessary to achieve desired results.
- Stayed current on company offerings and industry trends.
- Monitored service after sale and implemented quick and effective problem resolutions.
- Increased revenue by implementing effective sales strategies in sales cycle process from prospecting leads through close.
- Forged strategic alliances with complementary firms for joint ventures and co-marketing initiatives, expanding company's reach.
- Recognized and resolved compound problems that effected upper-level management and business initiatives.
- Exceeded sales targets by effectively managing diverse portfolio of products and services.
- Outperformed revenue targets by effectively applying solution and consultative sales techniques.
- Championed customer-centric approach within sales team, fostering environment where client satisfaction was always prioritized.
- Liaised with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
Holly Welch Marketing
Marketing & Advertising Director
09.1995 - 11.2021
Job overview
- Deliver online and offline marketing campaigns and advertising strategies that achieve clients' goals based on extensive market research and analysis.
- Strategize with client to optimize product positioning and branding.
- Clients have included political candidates, SaaS companies, attorneys, physicians, health & beauty providers, realtors, mortgage providers, and recruiting companies.
- Increased traffic for laser hair removal practice with 150 locations in 32 states by developing nationwide marketing plan, events, and flexible payment options.
- Transformed political candidate from obscurity to high visibility by scheduling appearances at community events and fundraisers.
- Catapulted awareness of newly opened plastic surgery practice by planning and executing media strategy and events including open houses, ladies' nights out, and community fairs.
- Supported client's objective of increasing investors by creating and implementing marketing plan for SaaS financial app.
- Increased law firm's new case load for 3 consecutive years by designing and launching multi-platform strategic marketing campaigns.
- Managed team of creatives for production of compelling ad content, resulting in increased engagement.
- Built and deployed strategic approaches in marketing and branding to enhance product sales.
- Conferred with department heads or staff to discuss contracts, advertising media selection or products to be advertised.
- Drove development of digital, audio, and print advertising strategies.
- Developed and implemented SEO techniques to maximize internet traffic and presence.
- Developed advertising tactics and implemented new solutions for increased brand awareness.
- Collaborated with sales staff to plan campaigns.
The Barefoot Group
Marketing Director
06.2013 - 09.2016
Job overview
- Created sales proposals and account plans to attract new clients and retain existing clients
- Developed and managed portfolio of customer accounts with focus on growth, achieving margin objectives, and KPIs.
- Streamlined and enhanced processes and sales approach.
- Sales & Marketing Leadership:
- Generated $3M in revenue by securing 6 new clients in 1-year period.
- Expanded company's digital offerings by educating clients and showing potential ROI.
- Evaluated competitor activity to inform strategic decision-making within marketing department.
Larry H. Miller KJZZ TV & Megaplex Theatres
Senior Sales and Marketing Executive
03.2012 - 06.2013
Job overview
- Improved brand reputation, awareness, and market position for 48 diverse clients advertising through television and movie theaters
- Analyzed results and advised clients on positioning and messaging opportunities
- Engaged prospective clients through live presentations, cold-calling, and emailing.
- Sales & Marketing Leadership:
- Outsold team members in movie theater and television advertising on consistent basis by bringing in new accounts and expanding existing accounts.
- Liaised with sales, marketing, and management teams to develop solutions and accomplish shared objectives.
- Conducted market research to identify customer needs and preferences.
- Directed sales and marketing management staff in successful use and development of business plans and strategies.
- Increased profit margins by effectively controlling budget and overhead and optimizing product turns.
- Analyzed performance metrics to identify areas for improvement, leading to increased conversion rates and overall profitability.
- Built relationships with customers and community to establish long-term business growth.
- Implemented comprehensive training programs that elevated skillsets of sales representatives, improving team productivity levels significantly.
- Utilized CRM software to track sales progression and communicate project needs.
- Consistently exceeded sales quotas by employing strong negotiation skills and persuasive communication techniques.
- Enhanced profitability by developing pipelines utilizing marketing and sales strategies.
Education
University of UtahSalt Lake City
Bachelor of Business Administration (BBA) from Marketing
04.1994
Skills
- Account Management
- Strong time management
- Positioning
- Business Administration
- Marketing Analytics
- Executive Leadership
- Competitive Analysis
- Creative Direction
- Pricing Strategies
- Content Strategy
- Business Planning
- Decision-Making
Websites
Marketing Experience
- Retail Media
- Social Media
- SEO/SEM
- SaaS Marketing
- Podcast Advertising
- Online Video
- PR
- Direct Mail
- Television
- Radio Website
- Email Marketing
- Events
- Crisis Communications
- Community Relations
- Local Market Research
- Competitive Analysis
- Client Retention
- Contract Negotiations
- Strategic Marketing Plan Creation
- Stakeholder Engagement
- Client Relationship Management
- Proposals
- Sales Incentive Design
Volunteer Experience
- Special Olympics, Host Family Coordinator, Found, interviewed, and placed 40 athletes with host families during the Winter Special Olympics in Salt Lake City
- Junior Achievement, Advisor
Timeline
Fractional CMO
AD Advertising
11.2021 - Current
Senior Sales and Marketing Executive
Cumulus Media
09.2016 - 11.2022
Marketing Director
The Barefoot Group
06.2013 - 09.2016
Senior Sales and Marketing Executive
Larry H. Miller KJZZ TV & Megaplex Theatres
03.2012 - 06.2013
Marketing & Advertising Director
Holly Welch Marketing
09.1995 - 11.2021
University of Utah
Bachelor of Business Administration (BBA) from Marketing
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