Kelly Tinkler

Marketing:

• Direct marketing efforts for Lobster Investment Partners' restaurant lines, to increase brand awareness and customer acquisition.
• Develop content strategies and promotional plans for team to execute.
• Manage brand strategies for multiple restaurant groups and eComm shops.

Product Management:

• Lead development and launch of new eComm offerings, taking project from initial concept to market introduction. Product is specifically designed to showcase and sell Maine-made goods and locally sourced seafood, enhancing brand's reach and supporting local producers.
• Manage product roadmap, aligning development efforts with customer needs and market trends.
• Work closely with operations and culinary teams to ensure new products meet quality standards and customer expectations.

Marketing:

• Developed and executed comprehensive marketing strategies for various food and seafood businesses, increasing brand visibility and customer engagement.
• Led digital marketing initiatives, including SEO, social media, and email campaigns, resulting increased sales performance.
• Created branding and messaging frameworks that aligned with target audience, enhancing brand recognition and loyalty.

Product Management:

• Managed entire product lifecycle, from ideation to launch, for multiple seafood products.
• Conducted market research and customer feedback analysis to inform product development and positioning.
• Collaborated with cross-functional teams to ensure product features met customer needs and market demands.

• Managed all aspects of USDA-funded Local Food Promotion Program grant. Spearheaded program development and partnership cultivation to distribute frozen seafood via a CSF model to consumers within a 400-mile radius of sources.
• Developed grant award application direction, writing, submission.

Marketing:

• Developed go-to-market strategies for Downeast Dayboat's premium scallop product, identifying untapped customer segments and deploying personalized outreach campaigns.
• Crafted compelling marketing campaigns that highlighted product benefits, driving12% annual DTC sales growth and 30% increase in wholesale business.
• Built, measured and optimized high-performing eComm shop

Product Management:

• Oversaw product development from concept to market, ensuring alignment with brand and market needs.
• Led pricing strategy development based on competitive analysis and market positioning.
• Conducted targeted user surveys to gather insights on customer preferences, define key product attributes, ensuring alignment with consumer expectations and differentiating brand in a competitive market.

Marketing:

• Implemented marketing campaigns that significantly increased member enrollment and retention rates.
• Developed and executed a content marketing strategy that improved brand engagement and community involvement.
• Managed the brand's digital presence, enhancing online visibility and lead generation.
• Led growth initiatives to boost Marketing Qualified Leads via strategic lead generation.
• Utilized marketing automation for efficiency. Ran impactful paid ad campaigns to uplift brand awareness and engagement. Produced engaging content, managing an editorial/ad calendar for consistent messaging.
• Advised on brand positioning to align with organizational goals. Conducted competitor and market research to spot trends and opportunities.

• Led Global Product Management for FIFA.com: Directed the growth and enhancement of FIFA.comClub product, driving interactivity across multilingual platforms through strategic product innovations.
• Cross-Functional Collaboration: Collaborated with FIFA's Broadcast, Legal, and Editorial teams to identify and unlock opportunities for audience development, ensuring seamless integration across all digital touchpoints.
• Social Media Product Development: Launched and managed FIFA's branded social media channels, ensuring consistent engagement and aligning content with overall product strategy.
• Digital Activations for Sponsors: Supported digital activations for World Cup sponsors like Coca-Cola and Sony, integrating their brands into FIFA's digital ecosystem.
• Community and Content Management: Developed and curated content for FIFA.com's community features, significantly boosting user engagement and enhancing the overall user experience.
• Coordinated Editorial Quality: Worked closely with football writers to maintain content quality and consistency across FIFA.com, reinforcing the platform's reputation for excellence.
• Achieved Substantial Growth: Spearheaded initiatives that increased FIFA.com's digital user base from 140K to 6M over four years, marking a significant milestone in consumer engagement.

• Delivered strategic brand management consulting to 20 internal teams , optimizing the promotion of financial products through tailored marketing strategies. Led annual brand evaluations, crafting comprehensive guidelines that defined brand positioning and identity. Consistently received top annual performance ratings from Standard & Poor's management and peers for excellence in brand stewardship.
• Developed integration roadmaps for newly acquired brands, seamlessly aligning them with existing brand portfolios during M&A activities.
• Co-authored brand standards rulebook that became the cornerstone for internal marketing efforts. Recognized by the Financial Communications Society for excellence in Corporate Brand Identity collateral.