Jody Robison
Marketing
Twin Lakes,WI
Summary
Dynamic Senior Marketing and eCommerce Leader with a proven track record of driving brand growth, digital transformation, and multi-channel revenue across consumer, industrial, and healthcare markets. Expertise in brand strategy, Amazon and Shopify optimization, SEO, and digital campaigns that consistently achieve top Google rankings and double-digit eCommerce growth. Successfully launched over 100 products, rebranded multiple companies, and forged strategic partnerships while leveraging AI-driven business intelligence to enhance pricing strategies and decision-making processes. Committed to delivering innovative solutions that elevate brand presence and market performance.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Shared Services Marketing Manager
AMTRACO – POWDER COATING MASKING PRODUCTS, SPECIALTY TAPES & COMMERCIAL REAL ESTATE
01.2024 - Current
- Development of divisional strategic marketing plans with defined growth tactics and KPIs for 2026, providing a roadmap to achieve double-digit growth across multiple markets
- Launch of Amazon channel expansion and EPSI’s migration to Shopify, delivering scalable eCommerce growth and enhanced user experience
- Optimization of five brand websites for SEO and content, resulting in consistent top 10 Google search rankings and measurable increases in digital visibility
- Partnership with IT to implement AI-driven pricing models and BI dashboards, automating competitive pricing analysis and improving reporting accuracy
- Creation of original video content, including scripts and storyboards, which increased YouTube subscribers from 11 to 1,500 in a single month
- Coordination of global tradeshow strategies, producing unified messaging and booth experiences that generated qualified leads worldwide
- Establishment of co-branded programs and strategic partnerships with key accounts such as Sherwin-Williams and Fastsigns, strengthening market presence and customer engagement
- Authorship of brand standards and guidelines to ensure consistent brand identity execution across all divisions and regions
Head of Marketing
KOBI TOOLS – PLANT BASED CLEANERS, PLUMBING AND ECO-FRIENDLY OUTDOOR ESSENTIALS
01.2023 - 01.2024
- Optimization of all Amazon listings, resulting in securing the #1 and #2 positions for the product categories, and achieving an outstanding 30% year-over-year growth, garnering prestigious recognitions such as Amazon’s Choice, Best Seller Ranking, and Amazon Overall Pick badges.
- Strategic optimization of Amazon advertising monthly spends, contributing significantly to the 30% year-over-year growth and enhancing organic rankings across the board.
- Partnership with the Graphic Design team to innovate and create compelling new content, both on and off page, while spearheading the development of four exciting trademarked sub-brands within the cleaning categories, all successfully registered in the Amazon Brand Registry.
- Maintenance and consistent updating of content for various e-retailers and the Direct-to-Consumer (DTC) site for the Maxtite brand, including management of Google Ad Campaigns and meticulous optimization of product pages for maximum impact.
- Entrepreneurial initiative in crafting a sub-company within the printing industry, characterized by meticulous optimization of meta pages, establishment across all major Social Media platforms, and strategic design of a captivating social media calendar in anticipation launch of the custom label and sticker company.
Digital Brand Manager
GREAT LAKES WELLNESS – A DIVISION OF WELLMORE
01.2022 - 01.2023
- Successfully led the repositioning of the GLW collagen brand, transitioning from its traditional focus to targeting a younger demographic, resulting in retaining a loyal customer base with an 87% return rate, 7% market share, and increased accessibility through strategic marketing efforts
- Enhanced SMS marketing program, as well as implementing a new rewards program, and a referral program to successfully capture new leads, promoting a strong emphasis on subscriptions to drive customer loyalty, increasing subscriptions rate by 25% and capturing a 12% increase in new customers
- Expanded customer base, increasing site traffic by 10% with a 2% improvement in conversion by targeting a larger demographic by effectively managing PPC program with a $100K monthly budget, introducing automated customer reminders for product reviews through Yotpo, increasing product reviews 10X and collaborating with email marketing agency to refine audience targeting, expanding market penetration, broadening marketing funnel, and raising brand awareness
- Developed and executed an annual integrated marketing content and promotional calendar that aligned with key product offerings, holidays, and seasonality with optimized SEO keyword strategies to drive monthly brand activation strategies, resulting in improved page placement within the top 7 search results and a 6% increase in search traffic, ultimately driving revenue growth and enhancing the overall DTC experience
- Managed Amazon Ecommerce platform to achieve A+ content, planning, and promotional campaigns while managing budgets and advertising dollars, leveraging compelling videos and SEO to enhance product visibility, driving sales growth on the platform, adhering to platform policies and guidelines, resulting in a 12% YTD increase in Amazon sales for 2023
- Fully managed DTC channel, leveraging data and syndicated market research insights to analyze shopper behavior, resulting in refined market strategies, leading to optimizing Shopify DTC content, Product Detail Pages (PDP), vendor portals, implementing keyword and SEO strategies, and applying product tagging across a portfolio of 40+ products to drive improved visibility, engagement, and conversion
- Managed content creation, crafting all briefs to align messaging, guiding creative teams in designing influencer and promotional campaigns, authoring evergreen content to ensure brand consistency and market share
- Collaborated with the Innovation Team to develop and/or launch a range of high-quality products, ensuring alignment with marketing objectives and strict criteria for FDA regulation, ethical sourcing, company standards, and ingredient quality
Marketing Strategist & Consultant
MEDELA | VARIOUS SMBs
01.2018 - 01.2022
- Led integrated marketing initiatives for SMBs, implementing DTC sites on Shopify, designing effective email campaign workflows, setting up successful PPC campaigns, optimizing ERP systems, and implementing loyalty programs, driving traffic increases of 15-30%
- Partnered with Medela to enhance marketing content for e-tailers, managing content in Salsify and Syndigo for data syndication to all major retailers, resulting in a 22% increase in consumer engagement with the brand, implementing SEO optimization strategies for improved visibility and conversion on sites
- Spearheaded the design of below-the-line content and interactive features, such as clickable buttons for product exploration on e-tailers sites, enhancing user engagement and providing comprehensive product information
- Managed the entire online presence of an apparel company, Buy Box Wins, including website optimization, increasing presence on 3rd party portals such as Amazon, Etsy, Walmart, Cabela's, and Bass Pro Shops, and driving 1st place google rankings through implementing best practice SEO strategies, significantly increasing sales
- Led influencer marketing initiatives, establishing key stakeholder as an influencer through creation of impactful social media content, while successfully negotiating influencer partnerships with renowned brands like Ford and St. Croix Fishing Rods
Global Product & Marketing Manager
OHIO MEDICAL
01.2017 - 01.2018
- Successfully led the management and launch of Class 1 and Class 2 medical devices for oxygen therapy and equipment rail systems, improving clinical excellence and patient safety in critical care units, while overseeing product and marketing teams and executing a strategic go-to-market strategy within a 6-month timeline
- Developed and executed comprehensive marketing campaigns, including website content, product configurations, brochures, mailing and email campaigns, and providing product demonstrations, resulting in the successful introduction of a new revenue-generating product line
- Partnered with new hospitals under construction to successfully implement an interchangeable rail system and therapy stands on wheels to hold equipment, providing proper training to ensure efficient and effective utilization of the product line, creating a collaborative partnership
- Collaborate closely with domestic and international teams to ensure product enhancement and compliance with regulatory requirements, including CE product markings, Good Manufacturing Practices (GMP) documentation, UL standards, and Class 1 and 2 certificates, while staying up to date with international regulations
Director, Marketing Management
CUSTOM ACCESSORIES
01.2014 - 01.2016
- Led channel marketing and new product development from concept to launch for a high-end mobile electronic automotive accessory category, conducting field research, developing go-to-market (GTM) strategies, and partnering with international vendors, resulting in a 50 SKU product launch of durable and innovative automotive tech devices specifically designed for the emerging technology segment, generating revenue of $3-4M
- Spearheaded GTM strategy and product development for License Plate Frame line and Bluetooth Device, working with marketing, product development, and international vendors, launching with custom content and how-to videos to ensure customer adoption and engagement
- Initiated the launch of Custom Accessories on Amazon, standing up Amazon store, subsequently optimizing content, launching coupon offers, and securing prime status, increasing sales by 50% through improvement of content, enhancement of product images, and SEO best practices
- Supported key customers such as Walmart, Home Depot, Meijer’s, O’Reillys, and Bass Pro Shops by designing and implementing in-store promotional programs, creating plan-o-grams, managing seasonal product transitions, conducting store scorecard analysis, and aggregating online customer reviews through BazaarVoice
- Redesigned corporate website to enhance the customer online experience, implemented SEO best practices and content that aligned with the company brand standards and target audience, resulting in a remarkable 500% increase in website traffic within an 8-month timeframe
Global Brand & Product Marketing Communications Manager
PEER – A DIVISION OF THE SKF CORPORATION
01.2012 - 01.2014
- Managed end-to-end global branding, product marketing, and comprehensive communication initiatives, encompassing global brand development, product launches, website and social media management, corporate communications, advertising, customer research, and coordination of up to 10+ annual events and trade shows
- Led the repositioning and rebranding of the acquired company, Peer, becoming the second-tier brand within SKF, aligning Peer branding with SKF brand standards and focusing on the agriculture industry, creating new brand identity guidelines, standardized support collateral, and implementing companywide brand standards for both internal and external communications
- Implemented and launched new social media accounts and campaigns across multiple platforms, resulting in a 37% increase in company visibility through retargeting to expand to younger generations.
- Spearheaded a successful agriculture and transmission marketing campaign targeting farmers, resulting in a 30% increase in sales by highlighting the cost savings and efficiency benefits of using enclosed bearings in the field after conducting on-the-ground research and providing educational resources and tools that drove customer engagement
- Recruited, onboarded, and trained marketing staff members in Asia, Europe, and LATAM, ensuring adherence to global brand standards, including designing offices in Shanghai and the US, establishing consistent brand standards and marketing practices across different regions, managing resources in a matrixed environment
Director of Marketing
BRUNSWICK BILLIARDS – A DIVISION OF BRUNSWICK CORPORATION
01.2010 - 01.2011
- Oversaw total company budget of $2.5M including sales, marketing, and operations, with full P&L responsibility, leading Marketing Department, brand development, strategic planning, new product development, sales presentations, channel support, and vendor relationships
- Implemented quarterly national consumer promotion campaign utilizing print collateral, web banners, and Google AdWords, resulting in, amplified retail sales YOY, leveraging consumer surveys and analytics to optimize targeting and timing based on key holidays and occasions
- Successfully revitalized and accelerated the Direct-to-Consumer (DTC) channel through a strategic relaunch, resulting in a substantial 10% increase in revenue, leveraging targeted marketing initiatives and improved customer experiences to drive growth and maximize sales
- Launched dynamic social media campaign, premiering the engaging "Beyond the Pocket" blog site and a redefined Facebook presence, leveraging a collaboration with Ewa Mataya Laurance, “The Striking Viking” to drive visibility and engagement, resulting in a substantial growth of followers from 2,500 to 20,000 on Facebook, successfully capitalizing on out-of-the-box influencer marketing opportunities and contests.
- Designed and executed the highly successful launch of new product offerings, including innovative billiard table designs, cloth offerings, and game room accessory products, resulting in the acquisition of 2 patents and achieving an impressive sales growth of 20%, while meeting company and dealer margin requirements
- Implemented cost-saving measures through strategic negotiations with existing suppliers and identified new suppliers where necessary, resulting in a 20% reduction in the total marketing budget while maintaining high service levels
- Managed partnership with Costco, implementing promotional sales, including all backend work for website content such as video creation, photography, and offerings, resulting in the sale of up to 2500 table/package offers within a 6-week period
- Created unique custom pool table designs for high-end catalog companies, ensuring exclusivity and differentiation in product offerings.
Education
MBA - Marketing & International Business
University of Wisconsin
BS - Marketing
University of Wisconsin
Skills
- Integrated Marketing Campaigns
- Strategic Thinking
- Brand Turnarounds
- Cross-Functional Leadership
- Product Development
- Omni Channel Strategies
- Brand Positioning
- Market Research
- Social Media Marketing
- Digital Marketing
- B2C Marketing
- Amazon Optimization
- P&L Management
- Process Improvement
- Demand Planning
- Ecommerce Innovation
- Brand Management
- Ecommerce Multi-Platform Management
- Shopify Management
- Project Management
- Disruptive Innovation
Certification
- AMA – Business Certified Marketing Planner
- Digital Marketing Institute – Certified Digital Marketing Expert
Timeline
Shared Services Marketing Manager
AMTRACO – POWDER COATING MASKING PRODUCTS, SPECIALTY TAPES & COMMERCIAL REAL ESTATE
01.2024 - Current
Head of Marketing
KOBI TOOLS – PLANT BASED CLEANERS, PLUMBING AND ECO-FRIENDLY OUTDOOR ESSENTIALS
01.2023 - 01.2024
Digital Brand Manager
GREAT LAKES WELLNESS – A DIVISION OF WELLMORE
01.2022 - 01.2023
Marketing Strategist & Consultant
MEDELA | VARIOUS SMBs
01.2018 - 01.2022
Global Product & Marketing Manager
OHIO MEDICAL
01.2017 - 01.2018
Director, Marketing Management
CUSTOM ACCESSORIES
01.2014 - 01.2016
Global Brand & Product Marketing Communications Manager
PEER – A DIVISION OF THE SKF CORPORATION
01.2012 - 01.2014
Director of Marketing
BRUNSWICK BILLIARDS – A DIVISION OF BRUNSWICK CORPORATION
01.2010 - 01.2011
MBA - Marketing & International Business
University of Wisconsin
BS - Marketing
University of Wisconsin