Kristen Wojahn
Cedarburg,WI
Summary
Dynamic leader and strategic thinker with a proven track record in marketing and client engagement, new product market penetration, content creation, community building, and a passion for well-being and health. I've successfully enhanced brand visibility and customer acquisition, contributing to significant market penetration and loyalty growth for companies ranging from small local businesses to Fortune 100 companies, giving me a proven ability to exceed targets and drive success in fast-paced and agile environments. Combines strategic thinking with hands-on experience, passion, empathy, integrity, equity, kindness and compassion to deliver impactful solutions and enhance organizational performance and impact.
Overview
19
19
years of professional experience
Work History
Founder & Principal
firewave, LLC
06.2023 - Current
- Founder of a fractional marketing consultancy focused on clients whose purpose is to help others, and drive #wellbeing
- I work with clients on a retainer or hourly basis to deliver marketing communications strategies, content, social media content, marketing collateral, and business growth and target audience plans
- Most of these are small entrepreneurs or medium businesses seeking to grow market penetration and drive loyalty at the same time
- I also connect organizations internally and ensure marketing, sales, brand and communications are all aligned
- Client Portfolio: The Paramount Group + Eden Chicago; Lovu Health; Mellie; TrustWorks; SolFlo Life; Nexion Solutions; Securra Health
- I offer Corporate Health and Wellness Workshops that include Yoga + Healthy Recipes or Somatic Movement for leading organizations and local organizations
- Clients served include Edelman; Bissell; Vollrath; SixSpeed
- As an active member in my community, I am the creator of Milwaukee's first International Day of Yoga Celebration called LoveMKE and donate my time teaching yoga to organizations committed to #mentalhealth and Yoga Equity, including Camp Hometown Heroes; Camp Reunite; NAMI, Lighter Candles, and more
- Developed strong partnerships with other businesses to allow for collaboration and more significant opportunities for growth.
- Established a successful business by identifying market needs and developing innovative solutions.
- Oversaw financial management activities such as budgeting, forecasting, and cash flow monitoring for improved financial stability.
Yoga Instructor; Social Media Content Manager
YogaOne Studio
01.2014 - Current
- RYT-200 yoga instructor currently teaching Hot Yoga Flow to a diverse set of students on a weekly basis
- Class sizes have grown more than 200% since 2022 when I launched Hot Flow at the studio
- By creating a content strategy and through consistent, frequent publishing to drive #community and client retention/class attendance, +175% follower growth in 5 months; +120% content engagement
- Educated clients on the benefits of a consistent yoga practice for stress reduction, improved flexibility, and overall mental clarity.
- Maintained positive relationships with class members through personalized and knowledgeable service.
- Emphasized inclusivity in class design, accommodating a diverse range of ages, fitness levels, and abilities through modifications and variations on postures.
- Inspired personal growth among students by challenging them to step outside their comfort zones while offering support in achieving their individual goals.
- Boosted client retention rates by fostering positive relationships and providing personalized guidance on their yoga journey.
Vice President, Account Management
Margle Media
10.2022 - 06.2023
- Responsible for Account Management and Client Services for all Margle Media digital content and marketing clients, more than $5M annual revenue
- Accounts include Frito-Lay (Brand, National); QDOBA (National), North Shore Bank (Wisconsin/Regional); Cousins Subs (Wisconsin/Regional); Heritage Financial Credit Union (New York/Regional); Johnsonville Sausage (National); and others
- Responsible for New Business Development and Organic Account Growth/Revenue Growth on a monthly, quarterly and annual basis for all clients
- Have successfully closed +500% organic revenue growth from QDOBA since just December 2022, increasing scope and partnership goals
- Own digital marketing and content development for charitable giving and stewardship programs for North Shore Bank, Cousins Subs and Heritage Financial Credit Union clients, including partnerships with the Milwaukee County Zoo, Children's Hospital of Wisconsin, Poughkeepsie CDFI, Make It Better Foundation, and others
- Sit on the agency's executive leadership team to direct the brand persona and company vision/mission for current and potential clients (agency marketing)
- Manage 4 employees with cross-functional influence over the entire agency
- Led cross-functional teams for the successful completion of major projects, resulting in increased efficiency and client satisfaction.
- Collaborated with senior management to develop strategic initiatives and long term goals.
- Negotiated high-value contracts that maximized profitability while mitigating risks for the organization.
- Developed new revenue streams by identifying growth opportunities and forging strategic partnerships with key industry players.
- Identified opportunities to improve business process flows and productivity.
- Enhanced company profitability by implementing strategic business plans and optimizing operational processes.
Head of Brand
Wheel
05.2022 - 08.2022
- Hired specifically to build out a Brand and Integrated Marketing practice/team at Wheel
- Owned the Wheel brand identity through brand positioning; emotional and rational expression; creative and content execution; brand awareness and brand affinity measurements
- Responsible for the development (insight, brief, creative) of integrated marketing communications campaigns, working with cross-functional leaders to drive execution, delivery and deployment
- Direct report hires in progress: Creative Director; Brand Program Manager; Visual Designer
- Responsible for managing all external creative resources
- Cross-functional influence and leadership amongst Growth (Paid), Earned (PR/Social/Comms), Product and Content Marketing teams
Head of Marketing
EarlySense
03.2021 - 05.2022
- Developed Go-To-Market strategy and positioning for EarlySense's transition from facility-based care to home based care, identifying and creating strong customer and end user segmentation strategies intended to position the company for further investment, commercial growth and eventually exit/acquisition
- Within the first 60 days on staff, re-shaped the EarlySense brand positioning and visual identity
- Led the execution of rolling out that identity across internal and external marketing communications
- Responsible for growing a high-quality pipeline of leads and shortening sales cycles through demand generation and sales conversation tactics
- Grew net new lead generation +200% in first 60 days
- Partnered closely with Commercial Sales, Customer Success, Clinical Solutions and Product Management/R&D to create compelling marketing communications, sales enablement, sales training and product marketing materials to drive awareness, adoption and utilization of EarlySense technology
- Launched and responsible for all content production (3-5x/week) for the new EarlySense Vital Insights Podcast, Blog, YouTube, LinkedIn, Twitter, Facebook and Instagram channels, driving +500% growth in engagement in less than 6 months
- Launched EarlySense InSight+ at CES 2022, where it was honored as a 2022 Innovation Award Honoree and a Research Sponsor of Parks Associates CONNECTIONS Summit
- Delivered more than 395 million impressions as well as notable media coverage including TIME magazine
- Increased brand awareness by developing and implementing strategic marketing campaigns.
- Collaborated with sales teams to develop integrated promotional campaigns that increased overall revenue growth.
- Conducted comprehensive market research to identify emerging trends and capitalize on new opportunities.
- Analyzed competitive landscape, identifying potential threats and opportunities for strategic positioning in the marketplace.
- Revamped company website, enhancing user experience and improving site traffic metrics significantly.
- Spearheaded the creation of compelling collateral materials that effectively communicated the brand''s value proposition.
- Managed trade show presence, maximizing exposure through eye-catching booth designs and engaging presentations.
- Managed and oversaw design of marketing material and promotional literature for organization.
Director, Retail Marketing
Harley-Davidson Motor Company
09.2019 - 03.2021
- Led a team of 15 marketing professionals responsible for growing H-D's Global, US and Canada market share, driving brand desirability, achieving wholesale revenue plan and delivering retail sales of Motorcycles, Parts & Accessories, General Merchandise and Authorized Service through Lead Management, Dealer and Wholesale Marketing and Dealer Marketing Consulting, and Marketing Promotions & Programs
- Developed data-driven Retail, Consumer and Business insights representing voice of the customer to power business growth executed through Global and North American marketing strategy, channel plans, regional marketing playbooks, integrated retail campaigns, and the consumer journey to purchase and retention
- Delivered a new integrated lead management platform, seamlessly driving new leads to H-D dealerships through an Enterprise Lead Management System, resulting in a 100% increase in new motorcycle conversion rate YoY
- Led the team responsible for the re-launch of H-D's first EV (Electric Vehicle) motorcycle, LiveWire, and the launch of 4 Limited Edition Motorcycles into the market achieving the quickest time from wholesale to retail since 2017
- MIT data shows the re-launch of LiveWire increased brand relevancy scores for the first time since 2015
- Received over 1 billion media impressions and 9,000 placements
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
- Managed budgets effectively to ensure optimal use of resources while maintaining financial stability.
- Expanded into new markets, conducting thorough market analysis and establishing key local partnerships.
Senior Manager, Cross-Channel Marketing; Digital Strategy Manager
Kohler Co.
01.2015 - 02.2019
- Responsible for maintaining and growing KOHLER's leading market share, brand power and toilet/seats category sales in North America through the strategy, ideation and execution of marketing communications to drive growth of +6% YoY while maintaining margin and profitability goals
- Leveraged insights and used voice of consumer and voice of customer data to drive category growth across toilets, toilet seats, vanities, bathroom sinks, and bathroom mirrors
- Developed integrated marketing plans and production of assets, tools, partnerships and programs required to launch, promote and sell new and existing product innovations through wholesale distribution, retail, and e-commerce
- Led and developed an integrated marketing communications launch plan, assets and promotions for the first-to-market Verdera Voice Lighted Mirror with Amazon Alexa, recognized as a CES 2018 Innovation Award honoree and Interior Design 2018 Best of Year Award winner
- Responsible for North America New Product Naming for all Kohler brand bathroom and kitchen fixtures
- Built, managed and grew the team that owned all KOHLER brand inspiration content and lifestyle content strategy
- Launched and grew award-winning ideas.kohler.com and #kohlerideas influencer strategy and curated content initiatives (both recognized by Digiday, iMedia and AdExchanger as best-in-industry) to drive path-to-product
Brand, Programming and Advertising Manager
Northwestern Mutual
06.2012 - 12.2014
- Developed integrated marketing communications plans and content including advertising, whitepapers, webinars, podcasts and email campaigns to reach target audiences, driving brand awareness, predisposition, lead generation and product sales for the company's portfolio of planning, insurance & investment products
- Drove brand awareness and built affinity through management of creative and media agencies, budgets and internal creative teams across digital, print and broadcast channels
- Developed an enhanced brand positioning strategy and visual identity and rolled that identity out across all external and internal marketing communications elements
- As part of managing the Official Corporate Partnership with the NCAA, launched the first custom branded content and native advertising program for the brand, 'Planning for Success' (Forbes, CBS, TNT)
- Launched a redesigned NorthwesternMutual.com in Dec
- 2014
- Managed native advertising and demand generation promotions, editorial guidelines, calendar and content production teams
Global Social Account Lead
Kenshoo
05.2011 - 05.2012
- Brands managed: Sears, Monster.com, Lowes
Client Solutions / Account Supervisor
Omnicom Media Group
02.2010 - 05.2011
- Brands managed: Hyatt, HP, Lowes, McDonald's
Client Solutions / Account Manager
OgilvyOne - The Lacek Group
11.2007 - 02.2010
- Brand experience: Continental Airlines (now United Airlines)
Assistant Account Executive
Novus Media, Inc
10.2005 - 11.2007
- Brands managed: Dell Computers
Education
Bachelor of Arts - Journalism
University of Wisconsin - Madison
Madison, WI05-2004
Skills
- Client, Customer & Community Engagement
- New Customer Acquisition
- Short and Long-Term Project Management
- Team Leadership & Process Improvements
- Marketing Strategy & Org Design
- Community Outreach and Non-Profit Awareness
- Collaboration and Safety Among Team Members
- Business Development
- Thought Leadership and Content Development
- Empathy, Kindness and Compassionate Teaching Mindset
Timeline
Founder & Principal
firewave, LLC
06.2023 - Current
Vice President, Account Management
Margle Media
10.2022 - 06.2023
Head of Brand
Wheel
05.2022 - 08.2022
Head of Marketing
EarlySense
03.2021 - 05.2022
Director, Retail Marketing
Harley-Davidson Motor Company
09.2019 - 03.2021
Senior Manager, Cross-Channel Marketing; Digital Strategy Manager
Kohler Co.
01.2015 - 02.2019
Yoga Instructor; Social Media Content Manager
YogaOne Studio
01.2014 - Current
Brand, Programming and Advertising Manager
Northwestern Mutual
06.2012 - 12.2014
Global Social Account Lead
Kenshoo
05.2011 - 05.2012
Client Solutions / Account Supervisor
Omnicom Media Group
02.2010 - 05.2011
Client Solutions / Account Manager
OgilvyOne - The Lacek Group
11.2007 - 02.2010
Assistant Account Executive
Novus Media, Inc
10.2005 - 11.2007
Bachelor of Arts - Journalism
University of Wisconsin - Madison
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