KEVIN WILSON
Rochester,MI
Summary
Highly accomplished and results-driven Marketing Director with 17+ years of experience developing and executing marketing strategies across multiple channels. Proven record of driving business growth through innovative market research and analysis, creative campaigns, and strategic partnerships. Adept at cultivating relationships with key stakeholders across multiple business units to develop holistic marketing and branding strategies and optimize B2B & B2C campaigns.
Overview
17
17
years of professional experience
1
1
Certification
Work History
Director, Brand & Content Marketing
Career Now Brands
01.2020 - Current
- Oversee company-wide direction and strategy for all sales & marketing materials and onboarding playbook development for all prospective and current client accounts o Boosted an increase of total sales revenue from $24M in 2019 to over $55M in 2022
- Demonstrate creativity and leadership abilities in developing and implementing brand marketing strategies to meet business objectives, drive sales, and grow revenue o Quadrupled the annual department revenue from $1.3M in 2019 to $4.7M in 2022
- Collaborate with cross-functional C-Suite team to ensure alignment and consistency across all brand touchpoints o Led investor-facing branding & communications efforts to facilitate the company's 2021 VC acquisition
- Worked closely with organizational leadership and board of directors to guide operational strategy.
- Established departmental performance goals and provided feedback for underperforming areas.
- Formed strategic partnerships and connected with potential clients to drive business development.
Brand Manager & Senior Digital Strategist
Career Now Brands
01.2018 - 01.2020
- Execute comprehensive digital and brand communication strategies and marketing activities that align with the organization's vision and business goals
- Monitor trends and showcase competency in producing innovative digital campaign initiatives that increase brand awareness and engagement of target audiences
- Oversee marketing/content team and department operations, as well as brand style guide development, strategic implementation, and collaborative execution to support business goals o Effectively expanded the department from 6 direct reports in 2019 to 14 reports in 2022 by increasing revenue, collaborative production, and scaling lead gen-focused initiatives o Built and managed an annual departmental budget of $600,000 in 2022
- Maintain in-depth knowledge and understanding of customer and target audience through research, analytics, and ongoing optimizations to drive KPIs & ROI across multiple marketing outlets o Spearheaded a long-term multi-channel organic marketing vision in 2019 to maximize growth and profitability o Monthly web traffic nearly tripled from 350k site visitors (2019) to 850k per month (2022) o Collective social media audience tripled from 300k followers (2019) to over one million followers (2022) o Yearly social-driven revenue grew from $400k (2019) to $1.2 million (2022)
- Manage and improve the performance of digital campaigns to achieve optimum ROI
- Drive relationship-building culture and business partnerships with external media and publications while handling daily operations and liaising feedback from internal stakeholders across multiple departments
- Identify & optimize best-performing content and delivery channels, utilizing search, social media, landing pages, & digital advertising assets to drive traffic to content assets
- Supervise the creative strategy and ad production team to conceptualize and generate commercials that increase conversions and successfully represent the company's brandTECHNICAL EXPERTISE
- Social Media (Facebook, Twitter, TikTok,
- Instagram, LinkedIn, YouTube)
Public Relations & Social Media Manager
AZEK Building Products
03.2018 - 10.2018
- Delivered leadership skills in raising brand awareness through consistent social media marketing efforts and SEO utilization
- Headed an all-encompassing marketing strategy, including sponsored and unpaid social media content, budget management, and income-generation tactics
- Managed the production and distribution of unique, interesting, and high-quality content to build a social audience, grow an online presence, and drive web traffic to increase sales and revenue growth
- Developed and oversaw media partnerships to build awareness and encourage media coverage of AZEK initiatives
- Promoted brand and increased sales and revenue by acting as the company's primary spokesperson in the media
- Created campaign postmortems and monthly coverage reports for all significant product launches, including administering social media campaigns that bring in potential customers and B2C workflow to ensure continued revenue generation
Senior Account Executive
Weber Shandwick
01.2016 - 02.2017
- Employed inspiring, imaginative, and intuitive ideas in directing and creating social media plans and interesting posts that attract attention and interaction with the target audience
- Showcased creativity in designing and launching digital marketing initiatives and culture, tailoring noteworthy tactics or approaches to achieve Chevrolet's strategic goals
- Tracked industry developments, analyzed the market competition, and compiled executive-level reports on key digital metrics to develop strategies for Chevrolet's social media marketing and communications
- Worked and closely collaborated with clients at all levels to meet strict deadlines and spending restrictions
- Employed proactive and collaborative approaches to strengthen relationships and manage customer needs.
Digital & Social Marketing Manager
Detroit Red Wings
01.2011 - 01.2016
- Designed, executed, and launched the strategic marketing and digital media initiatives, including the cross-promotional strategies for Olympia Entertainment entities such as the Detroit Tigers, the Grand Rapids Griffins, and others
- Translated corporate objectives into functional and individual goals for team members
- Managed, produced, and executed creative content across all social media channels
- Worked alongside the marketing team to create social media content and campaigns
- O Developed and supervised team action plans that propelled the social media team the top of the NHL in direct social income for four straight seasons o Quadrupled departmental revenue to over $1M annually over a five-year span
Marketing Coordinator
Detroit Pistons
06.2006 - 08.2011
Education
Master's - Business Administration
Oakland University
Auburn Hills, MI04.2018
Bachelor of Arts - Marketing & Communications
University of Michigan
Ann Arbor, MI12.2011
Skills
- Leadership & Team-Building
- Data & Business Analysis
- Internal & External Communications
- Branding & PR
- Stakeholders Management
- Client Relationships
- B2B & B2C Sales
- Social Media Marketing
- Budget Planning & Execution
- Video Production
- SEO -Search Engine
- Campaign Optimization
- Marketing Automation
- Project Management
- Strategic Management
- Corporate Communications
- Search Engine Optimization Practices
Accomplishments
- YEARS IN LEADERSHIP (REMOTE & ON-SITE) - SALES & MARKETING - BRANDING & COMMUNICATIONS933-0482
Certification
2022
HubSpot Content Marketing
Certification
Google Analytics Certification
2021
2021
Quintly Social Media Analytics
Course
SEMrush SEO Toolkit
2020
Affiliations
Highly accomplished and results-driven Marketing Director with 17+ years of experience
developing and executing marketing strategies across multiple channels. Proven record
of driving business growth through innovative market research and analysis, creative
campaigns, and strategic partnerships. Adept at cultivating relationships with key
stakeholders across multiple business units to develop holistic marketing and branding
strategies and optimize B2B & B2C campaigns.
Technical Expertise
Social Media (Facebook, Twitter, TikTok, Instagram, LinkedIn, YouTube)
SalesForce, Tableau, Monday, JIRA, Adobe, Photoshop, Mailchimp, MOZ, SEMRush, Google Analytics
MS Office Suite (Word, Excel, PowerPoint, Outlook)
Timeline
Director, Brand & Content Marketing
Career Now Brands
01.2020 - Current
Public Relations & Social Media Manager
AZEK Building Products
03.2018 - 10.2018
Brand Manager & Senior Digital Strategist
Career Now Brands
01.2018 - 01.2020
Senior Account Executive
Weber Shandwick
01.2016 - 02.2017
Digital & Social Marketing Manager
Detroit Red Wings
01.2011 - 01.2016
Marketing Coordinator
Detroit Pistons
06.2006 - 08.2011
Master's - Business Administration
Oakland University
Bachelor of Arts - Marketing & Communications
University of Michigan
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