Jordan Yob
East Grand Rapids,Mi
Summary
Self-motivated and passionate professional with a proven record of success in building brands within the footwear and CPG industries. Known for having an innovative and entrepreneurial mindset with background in launching new brands and driving growth with existing. Excels in a collaborative, cross-functional workplace, and goes above and beyond to deliver results.
Overview
7
7
years of professional experience
Work History
Director of Brand Marketing
Saucony, Wolverine Worldwide
03.2024 - Current
- Lead global cross-functional teams in developing and executing comprehensive marketing strategies
- Align brand messaging, product launches, and promotional campaigns to achieve business objectives
- Drive product awareness and adoption by collaborating closely with product teams
- Leverage market insights to position Saucony’s offerings effectively, resulting in increased sales and being the #2 brand on the Marathon start lines
- Achieved remarkable results with Ride 17 sales up by +45% compared to the previous year, and Europe .com demand up +65% year to date
- Establish KPIs to measure campaign effectiveness, customer engagement, and brand perception
- Continuously analyze data to refine strategies and enhance market share
- Strong people leader and team advocate and known to engage teams across complex organizations.
Senior Brand Manager
Saucony, Wolverine Worldwide
04.2022 - 03.2024
- Develop and execute comprehensive marketing plans to drive brand awareness and engagement across owned channels
- Build consumer insight driven campaigns that deliver on business objectives, like the Saucony NIL campaign with $2.06M in media value with a limited budget
- Developed owned social strategy increasing followership by +95K and boosted average engagement rate by 1%
- Launch influencer program that led to 3.5M impressions and over 200K engagements in year one
- Manage brand partnership and drive strategy to ensure business goals are met.
Brand Manager
Caterpillar Footwear, Wolverine Worldwide
02.2020 - 04.2022
- Develop brand strategy and marketing for Cat Footwear globally to drive +33% revenue growth for the brand in 2021
- Brief and develop 360 marketing campaigns, from digital to retail, to drive demand for key product stories with consumers
- Coordinate launch of product story and content between all global regions to assure brand is represented consistently.
Senior Associate Brand Manager
The Kraft Heinz Company
04.2019 - 02.2020
- Launched new Kids Beverage to deliver growth within in premium segment
- Sold brand to buyers and retail customer teams and presented brand strategy/development to CEO and US President
- Brought a new kids beverage brand to life through packaging and drove awareness through media communications
- Developed multi-year strategy to continue to drive growth for new brand past year one.
Associate Brand Manager
The Kraft Heinz Company
01.2018 - 04.2019
- Brought new Capri Sun “Hold My Pouch” advertising campaign to life, resulting in growth in household penetration (+1pp) for the first time since 2012 and driving a +9.2% lift on revenue
- Presented and sold in Capri Sun brand strategy, foundations, and media plan to CEO and other c-suite leaders
- Created and helped to sell in three-year innovation pipeline in order to refresh the set and bring lapsed shoppers to aisle
- Helped retain organizational alignment through our year strategy planning to launch a new KSSB brand in 2020.
Senior Marketing Analyst
The Kraft Heinz Company
06.2017 - 01.2018
- Assisted in developing the foundational plan for Refreshment Beverage Turnaround, contributing to a sales growth of +1% in 2018 – the first time since 2012
- Executed Capri Sun graphic refresh as a part of larger KSSB turnaround plan, launched in early 2018
- Established Capri Sun pricing strategy to increase YoY display among key retailers, like Walmart and Kroger.
Education
Master of Business Administration -
University of North Carolina
01.2022
Bachelor of Arts: Communication Studies and Political Science Double Major -
University of Michigan
01.2016
Skills
- Brand Management
- Creative Direction
- Content Strategy
- Customer Segmentation
- Campaign Planning
- Market Research Analysis
- P&L Management
Timeline
Director of Brand Marketing
Saucony, Wolverine Worldwide
03.2024 - Current
Senior Brand Manager
Saucony, Wolverine Worldwide
04.2022 - 03.2024
Brand Manager
Caterpillar Footwear, Wolverine Worldwide
02.2020 - 04.2022
Senior Associate Brand Manager
The Kraft Heinz Company
04.2019 - 02.2020
Associate Brand Manager
The Kraft Heinz Company
01.2018 - 04.2019
Senior Marketing Analyst
The Kraft Heinz Company
06.2017 - 01.2018
Master of Business Administration -
University of North Carolina
Bachelor of Arts: Communication Studies and Political Science Double Major -
University of Michigan
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