Jordan Serrano
Marketing Strategist | Brand Builder | Growth-Focused Leader
Bartlett,IL
Summary
Versatile brand marketing leader with 13+ years of experience driving growth across health, retail, and consumer goods. I lead insight-driven brand strategy, go-to-market execution, and cross-functional alignment to deliver measurable business results. Most recently driving a 127% increase in new patients through digital transformation and strategic marketing spend. Known for connecting marketing strategy to P&L impact and scaling brands across channels, categories, and growth stages.
Overview
17
17
years of professional experience
Work History
Head of Marketing & Business Strategy
Family Chiropractic & Posture Center
11.2021 - Current
- Identified growth opportunities and led a digital transformation strategy, including SEO-optimized website and paid media (Facebook, Google Ads, LSA), resulting in 127% growth in new patients and 100%+ increase in web traffic
- Designed and executed a social media and content strategy that doubled follower count, increased engagement by 100%, and grew reach by 632%
- Increased Red Light Therapy revenue through a high-converting membership model, improving patient satisfaction, retention, and conversion
- Improved profitability by aligning staffing with demand, optimizing marketing spend, and streamlining operations
- Led lifecycle marketing initiatives across email, blog, events, and in-office campaigns to enhance patient experience and retention
- Built strategic partnerships with local wellness and fitness businesses to expand brand awareness and drive referrals
- Directed all hiring, onboarding, and training to build a high-performing, culturally aligned team
Brand Manager, EGO
Chervon North America
11.2019 - 10.2021
- Delivered 100%+ YoY revenue growth by scaling EGO as a disruptor in the Outdoor Power Equipment category—outpacing legacy competitors (e.g., Toro, Ryobi) through consumer-led brand strategy and lean execution
- Developed and executed a data-driven brand and go-to-market strategy, aligning product roadmap, messaging, and launch plans to meet unmet consumer needs
- Led national launch at Lowe’s in collaboration with merchant and marketing teams, including co-branded campaigns, in-store experience design (POG), and omnichannel rollout
- Spearheaded integrated brand campaigns across digital, retail, and content channels—driving measurable gains in brand recognition and category penetration
- Owned the evolution of the brand story, including packaging redesign and content strategy, to ensure consistency across every customer touchpoint
- Selected as a Top Performer to lead a strategic growth initiative presented to senior leadership; also mentored and developed a direct report through high-impact project ownership
Other Brand Manager Experience
Ulta Beauty Inc., Kenmore
06.2017 - 11.2019
- Led cross-channel marketing campaigns with $7M+ budgets, driving $20M+ in revenue growth and +8% engagement with target consumers
- Developed and executed brand GTM plans, including digital, in-store, and packaging strategy, for high-profile launches (e.g., IGK, Ovation)
- Collaborated with merchandising, agency, and digital teams to align brand creative to business goals
Brand Marketing Manager
Sears Brands Management, Kenmore
05.2017 - 09.2018
- Devised long-term vision for the brand including positioning and user targeting to fuel a product roadmap
- Collaborated and led key internal and external stakeholders including creative agencies, product management, sales, and channel marketing teams to create and implement planned brand strategy across all marketing mediums
- Partnered with cross-functional teams to analyze consumer insights and competitive trends to drive product innovation and build product stories that adhere to our brand truths
- Developed and executed campaigns for key launches including marketing strategy, asset creation, packaging review, and campaign management to facilitate a successful product launch; Kenmore Elite Ovation stand mixer launch increased brand engagement in social by +214%
- Supported Amazon channel launch through geo targeted marketing campaigns including traditional(TV, print, OOH) and digital media (AMS, AMG, SEO, SEM, email, social, programmatic video)
- Created engaging content focused around growing brand awareness and brand equity
- Utilized a test & learn approach to analyze stated campaign objectives and recommend improvements
- Manage and optimize $26MM budget.
Marketing Manager & Buyer Career
Sears Holdings Corporation - Tires, Tools and Lawn & Garden
01.2013 - 06.2017
- Managed a $258M category, leading merchandising and marketing strategies that improved forecast accuracy by 49.3% and drove $3.9M in incremental sales
- Planned and executed integrated campaigns for Lawn & Garden and Hardware, collaborating with cross-functional teams to launch new products and in-store activations—including the Craftsman Mach Series and St. Jude partnership initiatives
Category Manager/Associate Buyer/Assistant Buyer/Buyer Apprentice
Sears Holdings Corporation, Tools and Automotive
12.2012 - 06.2015
- Achieved sales, profit, and unit volume targets for a $258MM category, improving forecasting accuracy by 49.3%.
- Developed and implemented line-level strategies in collaboration with merchant, marketing, and inventory teams.
- Analyzed competitive landscape, industry trends, and customer habits to identify product gaps and offer recommendations.
- Collaborated with cross-functional teams to launch the Craftsman Mach Series product line.
- Oversaw in-store execution including planograms, displays, and signage.
District Manager
Aldi Inc, Springfield Division
05.2011 - 11.2012
- Oversaw and managed multiple store operations to maximize sales, responsible for $24MM annual revenue
- Organized remodel and store grand opening events
- Managed the hiring, training, development, and performance of store personnel.
Sports Marketing Intern
Sports Marketing Department, Miami University - Oxford, OH
07.2009 - 12.2010
- Created and executed marketing plan for Women's Soccer program and Junior RedHawk Kid’s Club, including events, promotions, mascot activity, and public announcements.
Education
Bachelor of Science - Marketing
Miami University
Oxford, Ohio, OH 05.2001 -
Course - Digital Marketing Strategies: Data, Automation, AI
Kellogg Executive Education
05.2001 -
Skills
Brand Strategy & Positioning
Go-to-Market Strategy
Consumer & Market Insights
Cross-Functional Leadership
Retail Marketing & Shopper Experience
Integrated Marketing Campaigns
Brand Development & ManagementMarketing Campaign ManagementMarket Research AnalysisDigital MarketingChannel MarketingContent CreationBrand & Product LaunchesTarget Market Identification & SegmentationProject ManagementTeam LeadershipCollaboration & CommunicationAdaptability and InnovationBudget ManagementResults OrientationResourceful Problem SolvingAccomplishments
- Chervon North America, Top Performer Program
- Sears Automotive, Employee of the Month
References
References available upon request.
Timeline
Head of Marketing & Business Strategy
Family Chiropractic & Posture Center
11.2021 - Current
Brand Manager, EGO
Chervon North America
11.2019 - 10.2021
Other Brand Manager Experience
Ulta Beauty Inc., Kenmore
06.2017 - 11.2019
Brand Marketing Manager
Sears Brands Management, Kenmore
05.2017 - 09.2018
Marketing Manager & Buyer Career
Sears Holdings Corporation - Tires, Tools and Lawn & Garden
01.2013 - 06.2017
Category Manager/Associate Buyer/Assistant Buyer/Buyer Apprentice
Sears Holdings Corporation, Tools and Automotive
12.2012 - 06.2015
District Manager
Aldi Inc, Springfield Division
05.2011 - 11.2012
Sports Marketing Intern
Sports Marketing Department, Miami University - Oxford, OH
07.2009 - 12.2010
Bachelor of Science - Marketing
Miami University
05.2001 -
Course - Digital Marketing Strategies: Data, Automation, AI
Kellogg Executive Education
05.2001 -