Summary
Overview
Work History
Education
Skills
Websites
Awards Activities
Timeline
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Marshal Aiken

Summary

Marketing professional with 7 years of experience at Valvoline, Inc. Proven ability to drive top-line growth in B2B and B2C marketing sectors across diverse consumer groups. Strong background in relationship management, marketing strategy, and solution-based selling.

Overview

6
6
years of professional experience

Work History

Marketing Manager

Valvoline, Inc.
06.2021 - Current
  • Manage core marketing programs for 45 franchisees across 900+ locations including activation, and reporting of Consumer/Fleet Lifecycle, Paid Search, Digital Display, Brand Media, Affiliate, and Yelp – increasing rooftop participation by 35% from FY21 to FY24
  • Lead sell-in strategy of new/existing VIOC marketing programs, equating to a $2.1M lift in marketing spend, driving $7.4M in top-line revenue and 0.3 OCPD growth in FY23
  • Oversaw $60M VIOC marketing budget, managing it within 1% of financial plan
  • Designed and co-led, a first-of-its-kind franchise marketing reporting dashboard, enabling our team to illustrate performance in detail by program or campaign
  • Audit Franchise marketing materials to ensure alignment with VIOC Brand Standards, messaging, and offer strategies, to establish consistent brand messaging nation-wide
  • Executed deployment and training of new OnDemand email portal (EPCM) with franchise community, leading to 85% store participation and over 30M OnDemand emails sent in Y1
  • Influence Franchise Marketing Advisory Council (MAC) by collaborating cross-functionally with internal teams to ensure new value-generating optimizations and insights are showcased on a quarterly basis
  • And implementing based on sell-in
  • Built and presented over 100 compelling marketing business reviews for franchise ownership designed to showcase VIOC's value-generating franchise opportunities and ultimately fostering long-term relationships built on trust
  • Respible building for over blank

Sr. Marketing Specialist

Valvoline, Inc.
10.2019 - 05.2022
  • Responsible for strategy and execution of Valvoline Solutions generating $3.5mm+ in revenue for B2B partners and $1.5M in topline revenue for Valvoline
  • Spearheaded partnership program with Global Products and Retail Services, creating a symbolic relationship, that notified VIOC customers of vehicle recalls and directed them to local dealers for recall service
  • Grew Dealership customer base by 15 rooftops in Y2
  • Uncovered flaw in services billing process that exposed Valvoline to $500k in losses
  • Partnered with Accounting Department to remedy a solution before losses were realized.

Marketing Analyst

Valvoline, Inc.
01.2018 - 09.2019
  • Oversaw multiple solution-based marketing services to support Installer Customers in attracting new talent, increasing customer penetration, and improving customer service which increased customer stickiness and established VVV as more than a products brand
  • Pioneered a cutting-edge automotive recruiting platform to aid Installer customers with recruiting challenges, leading to over 25k applicant registrations in Y1
  • Effectively managed an annual marketing budget of $150k within 1.5% of plan.

Education

MBA -

University of Florida, Warrington School of Business
Gainesville, FL
01.2022

BA -

Western Kentucky University
Bowling Green, KY
01.2017

Skills

  • Relationship Management
  • Marketing Strategy
  • Communication
  • Budget Administration
  • Project Management
  • Marketing Analytics
  • Data Analysis
  • Problem Solving
  • Vendor Relations

Awards Activities

  • 3x Top Performer Recognition from VLT
  • 1x Max HorsePower Winner for Excellence in Franchise Support
  • 5x Valvoline Hands on Expertise Coin Recipient
  • Committee Member – VIOC Hands on Assistance

Timeline

Marketing Manager

Valvoline, Inc.
06.2021 - Current

Sr. Marketing Specialist

Valvoline, Inc.
10.2019 - 05.2022

Marketing Analyst

Valvoline, Inc.
01.2018 - 09.2019

MBA -

University of Florida, Warrington School of Business

BA -

Western Kentucky University

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Marshal Aiken