Nathaniel Wilkins
Summary
Experienced marketing and business leader with expertise in domestic and international markets. Skilled in strategic planning, multi-channel marketing, brand management, SaaS product management, market research, user analysis, KPI development, and team leadership. Proven track record of developing innovative strategies that drive sales, enhance client satisfaction, and foster growth.
Overview
17
17
years of professional experience
Work History
Principal, Marketing and Business Consultant
3Up Media LLC
Los Angeles
01.2018 - Current
- Provide consulting and contract work services in project management, marketing, and startup incubation.
- Serve as a fractional CMO and CPO.
- Developed and implemented marketing plans for clients to increase their brand awareness.
- Provided consultation services to businesses on best practices in marketing techniques.
- Analyzed customer data to determine target markets for clients' products and services.
- Developed sales support materials for Luminate, a division of Penske Media.
- Oversaw the development of lead generation sites for nonprofits, including the Anti-Defamation League, Cerebral Palsy Australia, Boston Children's Hospital, NYU Langone, the National WWII Museum, the Girl Scouts, and many others.
Founder and Chief Product Officer
CarEdge (formerly Your Auto Advocate)
Los Angeles
01.2020 - 06.2021
- Architected SaaS platform that empowers car buyers with information, advice, and tools.
- Sourced and integrated refinancing and warranty provider partners.
- Achieved explosive growth - 100k subscribers and $5.5MM funding in first 12 months.
- Hired, mentored, and managed product and marketing teams.
- Developed and implemented a comprehensive business plan to launch the company.
- Recruited, hired and trained staff members to ensure that operational goals were met.
- Identified potential partnerships to expand the reach of the business.
- Built relationships with key stakeholders in industry associations to promote brand visibility.
- Managed day-to-day activities across multiple departments within the organization.
Vice President of Product Management
XO Group, Inc
New York
07.2015 - 10.2016
- Company Overview: a life stages media company owning The Knot, The Bump, and The Nest.
- Led Media Solutions Product Management at XO Group.
- Launched local Deals and Events platform, delivering 2x benchmark performance.
- Modernized and relaunched XO lifestyle property, The Nest, increasing direct revenue by 20%.
- Developed content marketing experiences for major brands in bridal and fashion.
- A life stages media company owning The Knot, The Bump, and The Nest.
Vice President of Marketing and Product
Ziff Davis, Inc
New York
12.2012 - 06.2015
- Created ad tech marketing and product management for Ziff Davis Tech, providing advertiser solutions on more than 150 owned and network tech sites; 1 in tech, according to comScore.
- Instrumental in evaluating and operationalizing against Netshelter site network acquisition.
- Built $15MM annual premium advertising business from $0, including developing ad products, content marketing programs, agency marketing strategies and tactics, and measurement/client reporting practices
- Hired and trained a sales and marketing group to win strategic-level RFPs.
- Created sales strategies to promote advertising offerings and motivate larger deals.
- Monitored performance of all marketing initiatives using relevant metrics like impressions, click-throughs, ROI.
- Developed and implemented a comprehensive marketing strategy that increased customer acquisition by 20%.
- Managed relationships with external vendors such as media agencies, creative agencies, research firms.
- Conducted A and B testing on landing pages to optimize conversion rates on various digital campaigns.
- Coordinated with sales teams to develop marketing strategies that align with sales objectives.
Sr. Manager
DealerTrack, Inc
Lake Success
06.2007 - 12.2012
- Head of digital marketing for high-growth automotive SaaS firm.
- Also led product marketing for company's finance and insurance, and compliance solutions
- Achieved a 40x increase in revenue from the company's website and grew market penetration of compliance solutions by 4x.
- Created and executed content marketing campaigns to drive leads, engagement, and sales.
- Optimized website content using A and B testing techniques for improved conversion rates.
- Tracked KPIs such as impressions, downloads, clicks associated with digital campaigns and reported results internally.
- Segmented market and optimized product positioning, product bundling and pricing.
- Developed lead nurturing programs through email campaigns targeting potential customers .
- Scoped and managed budgets.
Education
Master of Music Technology -
New York University
New York, NY05.1999
Bachelor of Arts: English -
Boston University
Boston, MA05.1997
Skills
- Project Management
- Product Marketing
- Content Marketing
- Artificial Intelligence
- Startup Incubation and Scaling
- Strategic Transformation
- English (native)
- Spanish (intermediate)
- Competitive Analysis
- Product Launches
- Advertising Campaigns
- Marketing automation
- Client Relationship Management
- Target Audience Analysis
Hobbies and Interests
- Muay Thai
- Electric bass
- Travel and culture
Affiliations
- Published by Cnet, Android Police and others
- Digital advisor to Habla Language School
Accomplishments
- Architected profitable, VC-funded startup from 0
- Formally trained in user science at NYU
Timeline
Founder and Chief Product Officer
CarEdge (formerly Your Auto Advocate)
01.2020 - 06.2021
Principal, Marketing and Business Consultant
3Up Media LLC
01.2018 - Current
Vice President of Product Management
XO Group, Inc
07.2015 - 10.2016
Vice President of Marketing and Product
Ziff Davis, Inc
12.2012 - 06.2015
Sr. Manager
DealerTrack, Inc
06.2007 - 12.2012
Master of Music Technology -
New York University
Bachelor of Arts: English -
Boston University
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