KEVIN PAYNE
Suwanee,GA
Summary
As a Marketing Leader, I possess expertise in developing strategic marketing plans, executing successful advertising campaigns, and implementing data-driven digital marketing strategies. My skills include leveraging social media and video for effective campaigns, building brand equity, and exceeding marketing targets. I am also adept at utilizing various digital marketing channels to enhance brand awareness and improve performance.
Overview
19
19
years of professional experience
Work History
Brand Manager
APCO Holdings/EasyCare LLC
08.2022 - Current
- Devised strategic initiatives and led innovative campaigns, increasing market share of the brand from 28% to 33%.
- Planned, implemented, and tracked sales and marketing strategies to promote brand products.
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Improved website visibility through development and implementation of SEO strategies.
- Wrote and distributed press releases to increase brand visibility.
- Secured long-term accounts by recommending strategies to promote brand effectiveness and highlight product benefits.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
Regional Area Manager
Volkswagen of America, Inc
08.2019 - 08.2022
- Increased sales by 15% and grew year-over-year revenue by 21%.
- Developed comprehensive marketing strategy to exceed team objectives
- Collaborated with the sales team to create content for social media platforms, increasing engagement by 20%
- Create regional marketing media plans with strategic omnichannel advertising
- Managed 13 sales areas, 151 dealers, and 13 field reps in the South East region with a 6-figure budget
- Led monthly regional updates via webinars/calls, coordinating with agencies to localize key messages, strategies, and advertising plans.
- Cultivated culture of open communication, collaboration and shared accountability for business success.
- Organized promotional events and interacted with community to increase sales volume.
- Analyzed KPIs, benchmarks, trends, and competitors. Created improvement strategies
OEM Strategy Program Manager
PureCars
06.2017 - 08.2019
- Managed team for successful implementation of Lexus & Mercedes-Benz Fixed Ops program
- Increased productivity by 20% through coordinated digital strategy meetings focused on campaign updates and best practices for Search, Display, Social, and Video campaigns
- Boosted team performance by 15% through regular book of business reviews and dealership training
- Created tailored SEM solutions for Fixed Ops campaigns and met both client and OEM objectives
- Utilized various analytics tools such as Google AdWords, DoubleClick, YouTube, Facebook/Instagram, and Google Analytics for creating regular reports
- Coached team members on productivity strategies to accomplish challenging goals.
Advertising Consultant
Cox Automotive
05.2015 - 09.2017
- Created video training for Autotrader products, providing excellent user support to dealers
- Amplified revenue by 20% and effectively maintained a book of business of $120,000
- Met company goals, maintained 77 stores, and had a 1.5% loss in business
- Identified opportunities and delivered customer analysis and customer training while serving as a business partner
- Created tailored marketing strategies for YouTube ads, Facebook ads, emails, direct mail, and 3rd party campaigns
- Increased customer ROI and sales result by implementing customized consulting plans
- Conducted thorough market research to identify business opportunities, position in the market, and financial value
Service Plus Service Consultant
COX Automotive
04.2013 - 05.2015
- Improved sales analytics, boosting productivity and accelerating business growth
- Presented value and ROI reports to Field Team and Dealers for business growth and customer retention
- Led cross-functional teams for project success through personalized training sessions and webinars
- Identified project risks, coordinated plans, and reported to management for improved business performance
- Improved existing program performance through research, analysis, planning, implementation, and evaluation
Marketing Specialist
EasyCare - COVIDEO/SOS
09.2010 - 04.2013
- Managed key priorities for reporting and analytics by working with other leaders
- Developing multi-channel marketing campaigns that increased billable revenue by 34%
- Performed quarterly reviews for current clients and presented to potential new clients
- Developed dynamic video email campaigns that helped increase client revenue by 25%
- Utilized email and direct mail targeting for customer growth
- Implemented live-call solutions to contact positive equity customers with trade offers
- Strategically devised an effective go-to-market strategy for innovative video marketing products
Marketing Manager
LMI Media Group
01.2008 - 09.2010
- Led a team of 10 sales reps selling online radio ads
- Acquired and secured 60 new accounts, generating $150,000 in monthly revenue
- Organized promotions for Urban Café 102.5 and Vibe 105 radio stations, building strong business connections
- Developed branding, materials, events, strategies, and product launches
Marketing Specialist
RYLA Teleservices
01.2006 - 01.2007
- Planned marketing initiatives and leveraged referral networks to promote business development.
- Monitored trends in social media, industry, and competitive landscape to create new material.
Training & Marketing Manager
JNL Associates Marketing Firm
01.2005 - 01.2006
- Increased brand awareness by creating and implementing effective go-to-market strategies and campaigns
Education
Google AdWords Certification - AdWords
Google
2017
Google Analytics Certification - Google Analytics
Google
2017
Adobe Premiere Pro Certification - Adobe Premiere Pro
Adobe
2015
Certificate - Lean Six Sigma Green Belt
Georgia Institute of Technology
Atlanta, GA2014
Associate of Arts - Paralegal
Georgia Perimeter College
Dunwoody, GA2005
Bachelor of Arts Political Science - Pre-Law
Xavier University of Louisiana
New Orleans, LA2003
Skills
- Go-to-market Strategy Development
- Campaign Planning
- Budget Development
- Promotional Planning
- Omni-channel Marketing
- Content Development
- Video Production
- Brand Strategy
- Training Delivery
- Product Management
- Market Analysis
- Strategy Development
- Event Marketing
- B2B Marketing
- B2C Marketing
- OEM Marketing
- Performance Monitoring
- Brand-Building Strategies
- Social Media Campaigns
- Team Leadership
Accomplishments
- NADA Academy Foundations, Dealers Simulations Training, Manheim Auction Training
- Employee of the Month
- Employee of the Quarter
- Employee of the Year
- Blue Key Top Performance Winner
- Co-Creator of the Service Plus New Employee Mentoring Program
- Lean Six Sigma Project Management Green Belt from Georgia Tech
- Sales Manager of the Year
- Co-developer of Papa Flairs Used Cars Campaign
Timeline
Brand Manager
APCO Holdings/EasyCare LLC
08.2022 - Current
Regional Area Manager
Volkswagen of America, Inc
08.2019 - 08.2022
OEM Strategy Program Manager
PureCars
06.2017 - 08.2019
Advertising Consultant
Cox Automotive
05.2015 - 09.2017
Service Plus Service Consultant
COX Automotive
04.2013 - 05.2015
Marketing Specialist
EasyCare - COVIDEO/SOS
09.2010 - 04.2013
Marketing Manager
LMI Media Group
01.2008 - 09.2010
Marketing Specialist
RYLA Teleservices
01.2006 - 01.2007
Training & Marketing Manager
JNL Associates Marketing Firm
01.2005 - 01.2006
Google AdWords Certification - AdWords
Google
Google Analytics Certification - Google Analytics
Google
Adobe Premiere Pro Certification - Adobe Premiere Pro
Adobe
Certificate - Lean Six Sigma Green Belt
Georgia Institute of Technology
Associate of Arts - Paralegal
Georgia Perimeter College
Bachelor of Arts Political Science - Pre-Law
Xavier University of Louisiana
Similar Profiles
Shamequa RamjohnShamequa Ramjohn
Sr Manager, IT Enterprise Project Management at APCO Holdings LLCSr Manager, IT Enterprise Project Management at APCO Holdings LLC
Shashi JhaShashi Jha
Senior Director, Initiatives and Executions at APCO HoldingsSenior Director, Initiatives and Executions at APCO Holdings
Gail TysonGail Tyson
Contract Processing Specialist at APCO Holdings/GWC Warranty CorpContract Processing Specialist at APCO Holdings/GWC Warranty Corp