Kelly Fox
Colorado Springs,CO
Summary
Innovative Marketing and Communications leader with 13+ years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader.
Overview
7
7
years of professional experience
Work History
Director of Marketing and Communications
USA Triathlon
2024.02 - Current
- Oversee and lead the Marketing and Communications team, including developing and implementing comprehensive marketing, communications, PR, and brand strategies to support the overall organization's mission, vision, and growth.
- Core Responsibilities and Accomplishments: Conceptualized and launched a new membership product to increase value and revenue
- Revised and restructured the USA Triathlon's content and brand strategies, which led to a 46% increase in organic social media engagements and a 150% increase in web traffic from organic social media
- Developed USA Triathlon's long-term Marketing Campaign, Ignite the Spark, which will culminate the Los Angeles Olympic Games
- Created and Led Athlete Branding and Media training for the National Team
- Served as Press Officer and led media operations for both Domestic and International Events
- Managed USA Triathlon's paid media strategy, resulting in a 12x Return on Ad Spend
- Led marketing strategies for national events, which grew revenue by 22% YoY.
- Regularly presented marketing insights and recommendations to executive leadership, ensuring alignment with overall business objectives.
- Collaborated closely with sales teams to develop effective marketing collateral that supported lead-generation goals.
- Managed cross-functional teams to execute successful marketing initiatives, enhancing company reputation and customer engagement.
- Led a team of marketing professionals to achieve annual KPIs and business objectives successfully.
- Introduced automation tools into email marketing campaigns for higher open rates, click-throughs, and overall audience engagement levels.
- Streamlined internal processes for greater efficiency within the marketing department, allowing for increased focus on strategic initiatives.
Director of Marketing and Communications
USA Diving
2020.01 - 2022.05
- Led USA Diving's overall commercial strategy and plan, including all electronic digital media content, internal and external communications, social media content, merchandising, event communications, advertisements, fundraising, sponsorship, and overall brand growth
- Core Responsibilities and Accomplishments: Led media operations, social media, PR/communications, and marketing for the 2021 Olympic Trials- Diving, garnering 6.2 million primetime viewers and a soldout venue
- 2021 US Olympic Diving earned media placements in several major news outlets and broadcast shows, including The Today Show, CNN's Morning Show, Good Morning America, USA Today, and ESPN
- Developed and launched USA Diving's long-term marketing campaign, Champions are Forged in Water- which promotes the sport from the first dive to the Olympic Podium and beyond- as well as its ancillary grassroots and corporate fundraising campaigns
- Created revenue-generating partnerships with corporate sponsors, including KT Tape, Hyperice, and Nike Swim, and local partnerships with clubs, visitors bureaus, and ancillary organizations.
- Regularly presented marketing insights and recommendations to executive leadership, ensuring alignment with overall business objectives.
- Spearheaded digital marketing efforts, including website redesign and social media strategy, driving significant growth in online traffic and conversions.
- Organized and executed robust, creative experiential marketing events.
- Leveraged public relations strategies to protect the company''s reputation during crisis events or periods of negative press coverage effectively.
- Utilized advanced analytics tools to monitor campaign performance, making data-informed adjustments as needed to improve results continuously.
Manager of Marketing and Communications
USA Cycling
2017.12 - 2020.01
- Responsible for the execution and marketing of USA Cycling's brand and communication with its constituents.
- The main focuses were strategic planning and execution of brand campaigns, marketing, content creation, and driving awareness of the organization and the organization's goals to the endemic media and the social media community while closely monitoring public reaction and conversation related to USA Cycling.
- Responsibilities and Accomplishments include Planning, overseeing, and implementing Editorial and Digital Content Strategy.
- Created Digital Media and Content Strategy, which increased Organic Social Media followers by an average of 10% (16% increase on Instagram)
- Worked with internal staff and outside agencies to create all collateral material for membership programming, Elite Athletics, and Organizational initiatives
- Worked alongside our Membership team to create campaigns to drive membership as well as to create new membership offerings that appealed to a broader demographic within the cycling community
- Launched the video series This Week in American Cycling, allowing us to reach a broader audience and growing our YouTube subscribers by 25% in 8 months
- Increased website content by 100% over the previous year
- Served as the press officer for Elite Athletics during multiple events including World Championships, National Championships, and Tour of California, coordinating press releases, media interviews, and photography contracts
- Invited to guest lecture on Relationship Marketing and NGB Branding in Sports at the University of Colorado-Colorado Springs
- Created full-funnel acquisition strategies and campaigns to increase the lifetime value of members.
- Crafted persuasive press releases announcing new products and initiatives, garnering widespread media attention.
- Developed comprehensive content calendars, streamlining workflow processes across multiple platforms.
- Trained junior team members on effective communication strategies and techniques for engaging diverse audiences successfully.
- Built strong relationships with key influencers and partners, amplifying the reach of marketing efforts.
- Increased brand awareness by developing and executing strategic marketing campaigns.
- Reviewed and approved imagery and text to keep communications in line with brand ideals.
Education
Bachelor of Arts - French Literature And History
University of Maine
Orono, ME05.2009
Skills
- Content Strategy
- SEO Optimization
- Marketing Analytics
- Creative Direction
- Paid Media
- Strategic Planning
- Product marketing
- Influencer Marketing
- Customer Segmentation
- Media Planning
- Public Relations
- Branding
Affiliations and Credentials
- Founding Member, Women in Sport Council - Compete Sports Diversity
- PRSA (Public Relations Society of America) Member
- George Washington University Digital Marketing Program Advisory Council
- USA Diving Diversity, Equity, and Inclusion Council Member
- University of South Florida Digital Marketing Certificate Program Advisor
- Sports Marketing Association Member
References
- Guillermo Rojas, 719-428-9421, guillermo.rojas.jr@gmail.com
- Leslie Adams, 864-650-0274, leslie.adams@usadiving.org
Timeline
Director of Marketing and Communications
USA Triathlon
2024.02 - Current
Director of Marketing and Communications
USA Diving
2020.01 - 2022.05
Manager of Marketing and Communications
USA Cycling
2017.12 - 2020.01
Bachelor of Arts - French Literature And History
University of Maine
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