Juliann Jones Irwin
Winchester,KY
Summary
Marketing and growth leader with 25+ years of experience driving brand, market positioning, and revenue growth by aligning marketing, sales, and operations. Trusted partner to executive leadership across industrial, fintech, and banking environments, leading initiatives that strengthen visibility, improve execution, and connect strategy to measurable business outcomes.
Leads with a brand-first approach while ensuring strong alignment across customer experience, sales strategy, and operational execution. Known for bringing structure where there is ambiguity, improving cross-functional coordination, and building brand, digital, and operational systems that support growth, retention, and organizational clarity. Combines executive communication, project leadership, digital strategy, and team development to help businesses move forward.
Overview
28
28
years of professional experience
1
1
Certification
Work History
Marketing & Operations Leader
S&K INDUSTRIAL, LLC
Winchester, KY
12.2023 - Current
- Lead marketing strategy and execution while serving as a strategic partner to executive leadership on growth, alignment, and cross-functional initiatives across a 70-employee industrial business
- Lead company-wide marketing strategy, brand positioning, and messaging to strengthen market presence and support business growth
- Built and formalized the marketing function to improve visibility, consistency, and alignment with sales and operational priorities
- Increased LinkedIn engagement by 145%, strengthening digital presence and awareness in the B2B industrial market
- Partner directly with CEO and COO on strategic initiatives tied to growth, communication, and organizational direction
- Support cross-functional coordination across Accounting, Sales, Engineering, Field, and Inside Sales teams to improve execution and forward progress
- Help strengthen alignment between brand, sales strategy, and customer-facing communication across multiple departments
- Collaborate with a 13-member sales team to refine messaging, strategic talk tracks, vertical alignment, and solution-based positioning
- Supported brand integration and messaging alignment following the merger of S&K Industrial and Bluegrass Tool & Industrial
- Develop SOPs and identify process gaps to improve workflow, communication, and accountability across departments
- Support leadership and professional development efforts to strengthen team capability and execution consistency
- Coordinated setup and operational readiness for new Winchester, KY facility, including licensing, permitting, and launch support
- Manage ~$50K marketing budget while expanding visibility and supporting growth initiatives
- Increased LinkedIn engagement by 145%, strengthening digital visibility in the B2B industrial market
- Supported website development and refinement using Webflow to better align brand, messaging, and business capabilities
- Contributed to successful brand integration and messaging alignment following company merger
- Identify process gaps and develop SOPs to improve workflow, accountability, and internal communication
- Supported launch and operational readiness of new Winchester, KY facility, including licensing, setup, and coordination
VP, Client Marketing Strategist
KASASA (Fintech / SaaS)
Austin, TX (Remote)
04.2022 - 12.2023
- Led strategic marketing support for financial institutions nationwide, aligning marketing execution with growth, retention, and digital adoption goals.
- Advised 100+ banks and credit unions on marketing strategy, supporting budgets from $10K to $500K+
- Aligned marketing efforts with acquisition, retention, product adoption, and digital engagement goals
- Applied segmentation and lifecycle strategies to support more relevant, personalized customer engagement
- Supported digital marketing efforts across SEO, social media, website content, copywriting, and campaign execution
- Helped institutions extend reach beyond physical branches through stronger digital presence and messaging
- Coordinated across internal teams and external partners, including Threshold, to align strategy and execution
- Acted as a bridge between client goals, internal strategy, and external agency partners to improve campaign effectiveness
- Supported initiatives to improve customer engagement, product awareness, and online account opening
- Managed multi-stakeholder projects across strategy, execution, and reporting
- Contributed to brand-building efforts across a network representing 3,400+ branches and 3M+ consumer accounts
- Contributed to award-winning integrated campaigns that increased awareness and engagement across community financial institutions
- Served as strategic liaison between client leadership, internal teams, and agency partners
- Supported digital marketing initiatives across SEO, website content, social, and campaign strategy
- Contributed to integrated campaigns that increased awareness and engagement across a network of 3,400+ branches
VP, Director of Marketing & Customer Experience
PEOPLES EXCHANGE BANK
Winchester, KY
05.2006 - 04.2022
- Led marketing, customer experience, digital transformation, and branch support across a multi-location community bank.
- Directed marketing and customer experience strategy across 12+ branches serving up to 170 employees
- Built and led a marketing function supporting brand growth, customer retention, and business development
- Increased brand visibility by 40% through multichannel campaigns and website transformation
- Led development of new website using Jack Henry Banno platform to support digital banking and customer access
- Shaped the digital branch experience across online and mobile channels
- Supported launch of 3 new branches and 2 loan production offices, coordinating marketing and operational readiness
- Trained and supported teams across the organization on customer communication, service experience, and brand execution
- Presented strategy and performance updates to executive leadership and Board of Directors
- Managed $300K+ marketing budget, vendor relationships, and expense oversight
- Supported digital marketing including SEO content, financial education resources, and social media initiatives
Director of Marketing & Public Relations
MADISON BANK
Richmond, KY
01.2000 - 01.2006
- Directed brand, public relations, sponsorship, and outreach efforts to strengthen market presence and community trust
- Developed consistent messaging across channels and supported stronger visibility in local markets
- Managed communications and community engagement initiatives that expanded awareness and connection
Assistant Director, Training & Education
THE CENTER FOR RURAL DEVELOPMENT
Somerset, KY
01.1999 - 01.2000
- Supported workforce training initiatives across a 45-county region
- Coordinated education and training programs that helped individuals and organizations build job-ready skills
- Collaborated with government and community stakeholders on grant-supported initiatives tied to regional development
- Facilitated training initiatives and grant compliance processes to ensure alignment with community development goals
Marketing Director
SOUTHERN KENTUCKY ECONOMIC DEVELOPMENT CORPORATION
Somerset, KY
01.1998 - 01.2000
- Led regional branding and outreach strategy across a 27-county area
- Developed strategic messaging and materials to support visibility, funding, and business investment efforts
- Communicated regional opportunity and impact to executive and community stakeholders
Education
Bachelor of Science - Industrial Technology
Morehead State University
Morehead, KYAssociate of Arts -
Morehead State University
Morehead, KYSkills
- Brand Strategy & Market Positioning
- Commercial Operations & Revenue Alignment
- Operational Process Improvement & SOP Development
- Customer Experience & Retention Strategy
- Marketing Analytics & Performance Insights
- Sales Enablement & Market Positioning
- Executive Communication & Stakeholder Alignment
- Growth Strategy & Execution
- Cross-Functional Leadership
- Brand Strategy & Messaging
- Digital Strategy & Transformation
Certification
- Bank Marketing Certification, American Bankers Association
- Branch Management Certification, Kentucky Bankers Association
- Notary Public, State of Kentucky
Timeline
Marketing & Operations Leader
S&K INDUSTRIAL, LLC
12.2023 - Current
VP, Client Marketing Strategist
KASASA (Fintech / SaaS)
04.2022 - 12.2023
VP, Director of Marketing & Customer Experience
PEOPLES EXCHANGE BANK
05.2006 - 04.2022
Director of Marketing & Public Relations
MADISON BANK
01.2000 - 01.2006
Assistant Director, Training & Education
THE CENTER FOR RURAL DEVELOPMENT
01.1999 - 01.2000
Marketing Director
SOUTHERN KENTUCKY ECONOMIC DEVELOPMENT CORPORATION
01.1998 - 01.2000
Bachelor of Science - Industrial Technology
Morehead State University
Associate of Arts -
Morehead State University