Robert Mattina
Tucson,AZ
Summary
Results-driven Marketing Executive with over 25 years of experience across multiple industries and brands. Proven success in strategically designing integrated marketing campaigns on both the agency and client sides, consistently achieving highly profitable outcomes. Expertise in leveraging consumer data, analytics, and market segmentation to drive market share growth. Skilled at building brand equity across all stakeholders to deliver long-term value.
Overview
30
30
years of professional experience
Work History
Vice President of Marketing
Tucson Roadrunners Professional Hockey Organization
Tucson, AZ
08.2024 - Current
- Handpicked by Coyotes/Roadrunners ownership to lead the transformation of the Roadrunners' organization, focusing on building brand equity, driving revenue across all business units, and reshaping corporate culture
- Significantly increased fan engagement, impressions, followers, and ticket sales through strategically designed campaigns across social media platforms
- Led the development of a marketing campaign on pace for record-setting revenue growth
- Spearheading the organizational rebrand in preparation for the 10th anniversary campaign
- Actively involved in the construction of a new arena and entertainment district in Reno, NV, facilitating the future relocation of the franchise
Vice President of Marketing
Arizona Coyotes
Scottsdale, AZ
01.2022 - 01.2024
- Executive leader responsible for multiple business units, including marketing, creative, digital/social media, video production, broadcasting, media buying, events, in-arena entertainment, and youth hockey development programs
- Managed a team of over 20 direct reports, collectively driving more than $30 million in annual revenue
- Led digital and social media efforts, achieving record growth with nearly 500 million impressions, 18 million engagements, and a social value exceeding $50 million
- Directed award-winning video content production, with the team receiving IDEA GMA and Rocky Mountain Southwest Emmy Awards
- Secured multimillion-dollar corporate marketing deals across digital, web, and in-arena platforms
- Developed marketing campaigns that boosted merchandise sales by over 50% through strategic collaborations with streetwear designers and market influencers
- Enhanced in-arena entertainment and game presentation, raising fan ranking to third in the NHL based on fan surveys
- Overhauled brand strategy with a focus on younger demographics, resulting in the creation of 'Coyotes U' and a Brand Ambassador ticket program that generated over $600,000 in ticket sales
Vice President of Marketing
IMBranded
Troy, MI
01.2021 - 01.2022
- Led all brand marketing and public relations efforts for an architectural millwork and large-format graphics company
- Key executive team member who helped pivot the organization to produce PPE products during the COVID-19 pandemic, resulting in $9.1 million in revenue within nine months and keeping the business operational
- Solely responsible for marketing strategy, business development, and PR, significantly increasing database leads and sales opportunities through email and social media campaigns
- Designed and wrote sales presentations, press releases, and negotiated media rates, handling all advertising purchases
- Spearheaded the launch of an e-commerce platform within 30 days to support the PPE pivot, contributing to the company's survival and growth during the pandemic
- Part of a four-person leadership team that successfully restored 95% of furloughed employees by transforming the manufacturing center into a high-volume PPE producer
- Developed marketing infrastructure, standards, and brand guidelines while authoring case studies and securing major news coverage with no marketing budget
Vice President of Marketing
Detroit Red Wings
Detroit, MI
01.2009 - 01.2019
- Recruited to oversee and reshape all brand marketing efforts, transforming an unsophisticated infrastructure into a thriving, consumer-centric brand
- Grew the team from 5 to 20 full-time employees and 6 part-time employees, consistently receiving excellent performance reviews
- Led all aspects of marketing research, event marketing, experiential marketing, media planning, strategic planning, budget development, and CRM implementation
- Effectively utilized traditional and nontraditional channels to increase brand awareness and engagement, with accountability for cross-organizational brand activation through corporate partnerships
- Spearheaded large-scale events and initiatives, engaging communities, corporations, and schools while expanding the Red Wings' marketing territory
- Impact on Local Economy: Contributed over $50M to the City of Detroit by leading fan engagement initiatives and large-scale events as a key Executive Committee member
- Engaging Younger Demographics: Introduced hockey to over 50,000 children through the conceptualization of a school assembly program, generating over $2.6M in ticket sales
- Launch of Flagship Arena: Played a significant role in the design and completion of Little Caesars Arena, an $860M project
- Increased Merchandise Sales: Boosted merchandise sales by 27% (a $400K revenue increase) through the rebranding and relaunch of the Hockeytown apparel and merchandise brand, including a logo redesign
- Event Profits: Generated over $2.2M in profits through the execution of major hockey events, including the GLI College Hockey Tournament, OHL Doubleheader, AHL game, and alumni games
- KPI Success: Achieved top-three NHL rankings by driving substantial increases across all social media KPIs, including followers, impressions, engagements, and video views
- Corporate Partnerships: Secured multimillion-dollar corporate marketing deals and sales, representing the company in consumer marketing and revenue discussions
- Revenue Growth: Generated over $100M and exceeded revenue goals for 10 consecutive seasons by expanding individual game ticket sales, including growth into the Canadian market
- Sponsorship Revenue: Doubled sponsorship revenue over a 10-year period, reaching $34M annually through expanded sales inventory and decks
Senior Director, Brand Marketing
RJ Reynolds
Winston-Salem, NC
01.2003 - 01.2008
- Developed and managed strategic brand marketing programs, leading the growth of the Camel No
- 9 line extension through innovative segmented, experiential, and attitudinal marketing initiatives
- Oversaw the strategic development and execution of all direct mail and web marketing programs across the brand, optimizing ROI on a marketing budget exceeding $100 million
- Increased brand awareness among key demographics, laying the foundation for the national launch of the Camel Crush line extension
- Camel No
- 9 Success: Achieved a .62% market share for Camel No
- 9, the highest initial share for any line extension in the brand's history, through an integrated marketing plan across multiple communication channels
- Website Overhaul: Increased incremental visitation of the target audience by over 50%, resulting in 2.1 million incremental visitors and 14 million visits within one year
- Camel Crush Line Extension: Launched the Camel Crush line extension with 50% consumer awareness, generating 30,000 incremental web visitations and 5,000 consumer responses within one month
- Supply Chain Efficiencies: Generated over $2 million in supply chain efficiencies as a core team member of the demand planning and forecasting unit
Boston Red Sox
01.1995 - 01.1996
- Involved in public relations, community relations, and spring training preparation
Oklahoma City 89ers AAA Professional Baseball Affiliate
01.1992
- Involved in sales, marketing, public relations, player liaison, and stadium operations
Pittsburgh Pirates
01.1990
- Involved in licensing, merchandising, and managing the consumer database
Rochester Red Wings AAA Professional Baseball Affiliate
01.1989
- Involved in marketing, sales, public relations, and stadium operations
Education
Master of Science (MS) - Sport Management
University of Massachusetts
Bachelor of Science (BS) - Business Administration
Robert Morris University
Skills
- Marketing Analytics
- Partnership Development
- Creative Direction
- Content Strategy
- Advertising Campaigns
- Integrated Marketing
- Media Relations
- Social Media Engagement
- Marketing Plan Development
- Customer Segmentation
- Prospect targeting
- Performance metrics analysis
- Go-to-market strategy development
- Cross-functional team leadership
- Positioning
- Branding
- Strategic Marketing
Websites
Honorsandawards
- Stanley Award for NHL, Best Integrated Marketing Campaign, 2018
- Facility of the Year, Little Caesars Arena, 2018
- Member of Management Development Committee, 2018
- 1st Place Silver Telly Award for Film/Video Non-Broadcast Entertainment for Detroit Red Wings Open, 2014-2015 (2015)
- Finalist for 2013 Promax Award for Octopi Hockeytown, Best Integrated Team Marketing and Branding Campaign
- Lead on NHL Event of the Decade, Winter Classic
Accomplishments
Honors & Awards
- Stanley Award for NHL, Best Integrated Marketing Campaign, 2018
- Facility of the Year, Little Caesars Arena, 2018
- Member of Management Development Committee, 2018
- 1st Place Silver Telly Award for Film/Video Non-Broadcast Entertainment for Detroit Red Wings Open, 2014-2015 (2015)
- Finalist for 2013 Promax Award for Octopi Hockeytown, Best Integrated Team Marketing and Branding Campaign
- Lead on NHL Event of the Decade, Winter Classic
Timeline
Vice President of Marketing
Tucson Roadrunners Professional Hockey Organization
08.2024 - Current
Vice President of Marketing
Arizona Coyotes
01.2022 - 01.2024
Vice President of Marketing
IMBranded
01.2021 - 01.2022
Vice President of Marketing
Detroit Red Wings
01.2009 - 01.2019
Senior Director, Brand Marketing
RJ Reynolds
01.2003 - 01.2008
Boston Red Sox
01.1995 - 01.1996
Oklahoma City 89ers AAA Professional Baseball Affiliate
01.1992
Pittsburgh Pirates
01.1990
Rochester Red Wings AAA Professional Baseball Affiliate
01.1989
Master of Science (MS) - Sport Management
University of Massachusetts
Bachelor of Science (BS) - Business Administration
Robert Morris University
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