Jacob Smiley
Fort Lauderdale
Summary
Consumer-focused Brand Manager with over 4 years of experience delivering consumer-facing brand programs, integrated marketing plans, and commercial growth across multi-brand portfolios. Proven ability to act with a brand owner mindset, translating consumer insights, cultural relevance, and performance data into high-impact campaigns. Experienced in partnering cross-functionally with Creative, Media, Commercial, Insights, and external agencies to deliver experiential activations, digital storytelling, and measurable business results.
Core competencies aligned to the Bacardi Marketing Framework:
- Develop Winning Strategies - Create iconic brands and growth strategies.
- Accelerate Business Performance - Act like the brand owner.
- Impact Culture Through Creativity - Create culture-shaping connections.
Overview
4
4
years of professional experience
1
1
Certification
Work History
Marketing Manager
OES Global Inc
Pompano Beach
10.2024 - Current
- Act as an extension of the brand team across four distinct brands, leading the planning and execution of consumer-facing marketing activities aligned with brand strategy, visual identity, and commercial priorities.
- Supported the development and execution of Integrated Activity Plans (IAPs), including product launches, digital campaigns, trade shows, and experiential touchpoints.
- Assisted in launching 270 new SKUs, contributing to $1.5M in incremental revenue through cross-functional collaboration with Product, Sales, Creative, and Operations.
- Owned execution of email, digital, and content programs, driving a 253 percent year-over-year revenue increase to $510K through audience segmentation, testing, and lifecycle optimization.
- Partnered with Media and Creative teams to deliver integrated storytelling frameworks across owned and paid channels, ensuring brand consistency and cultural relevance.
- Supported A&P budget management and optimization across paid media initiatives, improving ROAS by 93 percent year over year to 5.12, while maintaining fiscal discipline.
- Managed external vendors and internal partners to deliver on brand creative assets, campaign launches, and performance reporting.
- Led a cross-functional team of three across email, paid media, social, website, product launches, trade shows, and reporting, ensuring executional excellence and on-time delivery.
- Conducted post-campaign analysis to evaluate ROI, brand performance, and opportunities to optimize future consumer programs.
Marketing Data Analyst
CAI
Delray Beach
06.2023 - 07.2024
- Partnered closely with Brand, Media, and Commercial stakeholders to translate consumer and performance insights into strategic recommendations.
- Analyzed consumer journeys, touchpoints, and engagement data across digital, social, and paid media channels to identify growth opportunities.
- Supported brand planning through forecasting, predictive modeling, and competitive analysis.
- Built and maintained executive dashboards and weekly reports to track brand KPIs, campaign performance, and ROI.
- Delivered actionable insights to inform media investment decisions, campaign optimization, and brand strategy.
Marketing Campaign Specialist
Newrez LLC
Charlotte
04.2022 - 06.2023
- Executed integrated marketing campaigns across SEO, paid search, and digital channels in a fast-moving, performance-driven environment.
- Delivered a 2,052 percent increase in clicks, and a 161 percent increase in impressions through optimization of content, targeting, and channel strategy.
- Conducted ROI and partnership performance analysis, leading to $600K in cost savings by reallocating investment toward higher-return initiatives.
- Collaborated cross-functionally with Marketing, Analytics, and external partners to improve execution, targeting, and messaging.
- Produced regular performance reports and insights to support commercial excellence and growth planning.
Education
BS - Business Marketing
Radford University
Radford, VA12.2021
Skills
- Brand management and brand ownership
- Integrated Activity Planning (IAP)
- experiential marketing & activations
- Consumer insights and situation assessment
- Cultural and lifestyle marketing
- Agency and vendor management
- Budget management and ROI optimization
- Digital, social, media, email marketing
- Performance analytics and forecasting
- Cross-functional leadership and collaboration
- Commercial and profit driver understanding
Certification
Advanced Google Analytics
Google Tag Manager
Google Ads Search & Display
Google Ads Measurement
Excel Data Analysis
Google Cloud Fundamentals
Google Tag Manager
Google Ads Search & Display
Google Ads Measurement
Excel Data Analysis
Google Cloud Fundamentals
Timeline
Marketing Manager
OES Global Inc
10.2024 - Current
Marketing Data Analyst
CAI
06.2023 - 07.2024
Marketing Campaign Specialist
Newrez LLC
04.2022 - 06.2023
BS - Business Marketing
Radford University