Hi, I’m
Jillian Schaefer
Marketing Leader. Brand Builder.
Fort Lauderdale,FL
Summary
Senior-level strategic marketer with experience working for both global companies and small startups in the B2C and B2B sectors. Expert in successfully tackling a diverse range of business challenges, including customer acquisition and engagement management, brand building, and growth marketing.
Overview
21
years of professional experience
Work History
Ten18 Lab™ Fort Lauderdale, FL
CO-FOUNDER, STRATEGY LEAD
11.2022 - Current
Job overview
- Helping small and new businesses define their Brand vision and develop their Brand identity
- Consulting start-ups on brand building and business strategy
Sommos™ (a Zumba® Fitness company)Miami, FL
MARKETING DIRECTOR
07.2021 - 12.2022
Job overview
- Developed go-to-market (GTM) plan for the two-side marketplace (B2C & B2B) that focused on brand awareness and product adoption
- Achieved target CPA for B2C acquisition through utilization of paid FB/IG & Google campaigns
- Reduced CPA for B2B acquisition through trade opportunities and endorsed partnerships
- Created the Sommos™ brand identity and executed rollout across product and marketing efforts
- Built and managed internal creative and performance marketing teams as well as outside international agency partners
Zumba® FitnessMiami, FL
BRAND DIRECTOR
06.2015 - 07.2021
Job overview
- Increased marketing effectiveness & efficiency by driving company-wide marketing & brand strategy that unified business units (consumer demand, instructor acquisition + retention, and ecomm apparel) and marketing departments (creative, social, PR, email, events, and paid media)
- Established the Brand Department as the strategic arm for each business vertical
- Elevated quality of creative and aligned messaging across all touchpoints with the launch of a full re-brand for Zumba®
- Increased overall company revenue and expanded footprint in the fitness space with the successful launch of STRONG by Zumba™ (now STRONG Nation™) , effectively, surpassed acquisition business targets by 200% for the first year
- Managed global marketing partners such as creative agencies, marketing tech solutions, and media companies
- Provided support and marketing leadership for the multi-million dollar Zumba® Wear apparel business to improve strategic thinking, increase team output efficiency and increase sales
Zumba® FitnessMiami, FL
SR BRAND MANAGER
10.2013 - 06.2015
Job overview
- Drove down churn 5 consecutive years while leading community retention marketing efforts for the core membership business
- Increased the recurring revenue by 15% through execution of a marketing strategy for the instructor membership business
Open EnglishMiami, FL
DIRECTOR OF ONLINE MARKETING
01.2013 - 09.2013
Job overview
- Lead digital strategy and online marketing efforts focused on student acquisition and lead generation in Spanish & Portuguese speaking Latin America as well as the US Hispanic market
Mom Central ConsultingToronto, ON
ACCOUNT DIRECTOR
11.2011 - 12.2012
Job overview
- Connected brands with Canadian moms through social media and digital marketing. Included strategic content planning, optimization and moderation as well as in-depth acquisition and engagement reporting and analysis
Kaplan Virtual EducationHollywood, FL
SR INTERACTIVE MARKETING MANAGER
06.2008 - 05.2011
Job overview
- Focused on student acquisition and lead generation for all KVE schools
- Managed all interactive marketing and related responsibilities including website development, paid and organic search, email/CRM campaigns, and performance tracking
O'grady MeyersLos Angeles, CA
SR ACCOUNT MANAGER
01.2005 - 02.2007
Job overview
- Manage interactive projects such as website development, media campaigns, search engine marketing for a vareity Nestle's brands
Daily & AssociatesLos Angeles, CA
ACCOUNT EXECUTIVE
07.2002 - 12.2004
Job overview
- Managed advertising projects such as print, television and collateral for the American Honda Motorcycle Division
Education
UNIVERSITY OF TENNESSEE, College of Communications
BACHELOR OF SCIENCE from Advertising
Skills
Brand storytelling
Strategy planning
Business strategy
Leadership & Mentoring
Affiliations
Digiday Brand Summit 2017, Presenter for Zumba Fitness
Timeline
CO-FOUNDER, STRATEGY LEAD
Ten18 Lab™
11.2022 - Current
MARKETING DIRECTOR
Sommos™ (a Zumba® Fitness company)
07.2021 - 12.2022
BRAND DIRECTOR
Zumba® Fitness
06.2015 - 07.2021
SR BRAND MANAGER
Zumba® Fitness
10.2013 - 06.2015
DIRECTOR OF ONLINE MARKETING
Open English
01.2013 - 09.2013
ACCOUNT DIRECTOR
Mom Central Consulting
11.2011 - 12.2012
SR INTERACTIVE MARKETING MANAGER
Kaplan Virtual Education
06.2008 - 05.2011
SR ACCOUNT MANAGER
O'grady Meyers
01.2005 - 02.2007
ACCOUNT EXECUTIVE
Daily & Associates
07.2002 - 12.2004
UNIVERSITY OF TENNESSEE, College of Communications
BACHELOR OF SCIENCE from Advertising