Timothy Lawlor
Salt Lake City
Summary
Results-driven marketing executive with extensive experience at ReadyWise, leading brand transformation and achieving 300% growth. Proficient in brand strategy and digital marketing, specializing in product launch management and creative direction. Skilled in building high-performing teams to deliver measurable outcomes. Committed to utilizing analytics for strategic decision-making and improving market presence.
Overview
29
29
years of professional experience
Work History
VP OF MARKETING
ReadyWise
02.2019 - 03.2024
- Spearheaded comprehensive brand redesign and positioning within first nine months.
- Expanded product offering by launching over 50 new SKUs across two categories.
- Grew marketing team from two to eight specialized members, enhancing operational capacity.
- Drove expansion of ecommerce and digital marketing through targeted advertising and retargeting campaigns.
- Collaborated with departments to develop new products and enhance distribution channels.
- Acted as Marketing Representative during sale and acquisition, ensuring brand continuity.
- Contributed to growth strategy formulation as part of executive committee with Board of Directors.
- Achieved threefold company growth in two and a half years through strategic initiatives.
DIRECTOR OF MARKETING AND BRAND STRATEGY
Farmhouse Culture
01.2016 - 01.2019
- Recruited by senior leadership as a strategic and creative leader for the Farmhouse Culture brand. Provided strategic initiatives for marketing executions to drive Farmhouse Culture in the category.
- Led the repositioning of the brand, including a full packaging overhaul, trade show booth redesign and construction, website relaunch, and revamped marketing and sales materials.
- Managed the marketing budget and worked with Sales, R&D, and Finance to construct the most efficient marketing strategy, driving sales and gaining market share.
- Managed external PR firm and worked collaboratively on all social media executions and consumer outreach.
MARKETING & BRAND CREATIVE DIRECTOR
WhiteWave Foods Company
01.2014 - 01.2016
- Specifically chose to be the strategic creative leader for the So Delicious Dairy Free brand. Appointed to the Senior Brand Elevation Committee to provide guidance and insight across multiple brands. Used conceptual, human, and technical leadership skills to provide my team direction on executing the marketing tasks while providing the various levels of the organization status reports.
- Directed the strategic redesign of the So Delicious Dairy Free product portfolio in a 6 month time frame, creating a uniform communication across all touch points.
- Lead member of best-in-class digital marketing and social media program, growing to over 750K followers with engagement levels 3X the industry average.
- Committee member of WhiteWave 'Brand University'; an educational brand building platform for employee development.
- Established a pedagogic approach to advancement through an internal continuing education program for my team, which focused on the fundamentals to create a universal language for expressing ideas and evaluating work.
BRAND CREATIVE DIRECTOR, CREATIVE MANAGER, EVENT MARKETING MANAGER
So Delicious Dairy Free
01.2004 - 01.2014
- Key driver in the development and growth of the brand from $20 MM to $150 MM with a final acquisition of $195 MM to WhiteWave Foods in 2014. Developed brand standards based on the brand archetype and extended to all consumer touch points. Developed packaging for domestic and international products and supported the product launches with various marketing support materials. Built and managed the in-house design department.
- Developed brand positioning and brand archetype for the So Delicious Dairy Free brand, as part of One Strong Brand Summit - Snowbird, UT.
- Led the management of trade shows for ten years, including booth design, construction, logistics, staffing, and celebrity sponsorship engagements.
- Developed in-house creative department resulting in improved speed to shelf, higher quality of finished goods, and dramatic cost savings.
- Managed agency partners in successful influencer programs, including 'Awareness Accelerator' partnerships with Jillian Michaels, Drew & Brittany Brees, and Ellen Degeneres.
- Early pioneer of social media marketing program (2006), and managed in-house development of various social media platforms.
- Established and led nationwide Field Marketing and sampling program, distributing over 150K samples in 2005 and growing brand awareness +300%. The bedrock for current Field Marketing program at So Delicious Dairy Free.
PROJECT MANAGER/BRAND STRATEGIST, GRAPHIC DESIGNER, INTERNSHIP COORDINATOR
Murray Brand Communications
01.1998 - 01.2004
- Managed clients and developed brands based on the brand equity building principles. Designed packaging, websites, collateral, and point of sales materials for a range of brands.
- Managed brands: So Delicious Dairy Free, MexiSnax, Sharkies Energy Chews, Low Carb Enchantments.
- Designed packaging and other marketing materials for Molson Brewing, Beringer Wines, Kensington Technologies, So Delicious Dairy Free, LowePro, and Ghirardelli Chocolates.
- Managed internship program/partnership with University of Cincinnati and Cal Poly State.
GRAPHIC DESIGNER, INTERN DESIGNER
Tom Davis + Company
01.1995 - 01.1998
- Interned during senior year of college and hired as full-time designer upon graduation to implement designing marketing collateral, annual report layout, manage photo-shoots and press checks.
- Designed product catalogs and marketing materials for foot apparel giants, Reebok and Saucony. Created POS displays and in-store promotional material to aid salespeople.
- Designed annual reports for State Street Bank and Commonwealth Financial.
- Designed promotional materials and invitations for Massachusetts College of Art & Design annual fundraiser and auction.
Education
Masters of Business Administration - Marketing and Entrepreneurship
WESTMINSTER COLLEGE - GORE SCHOOL OF BUSINESS
Salt Lake City, UT01.2010
Bachelor of Fine Art - Graphic Design
MASSACHUSETTS COLLEGE OF ART & DESIGN
Boston, MAUndergraduate Studies - Business & Fine Art
UNIVERSITY OF UTAH
Salt Lake City, UTSkills
- Brand strategy and positioning
- Digital marketing
- Product launch management
- Marketing budget oversight
- E-commerce growth strategies
- Creative direction
- Marketing analytics
Websites
Hobbies and Interests
Peru, Costa Rica, South Africa, Sri Lanka, Germany, Italy, Switzerland, Austria, France, Spain, Hungary, Mexico, Canada
Personal Development
Toastmasters International - IMAGEMASTERS CHAPTER, Chapter President 2017, Competent Communicator Achievement, Advanced Communicator Bronze, 1st Place in Club and Area Evaluations Speech Contest 2017, 2nd Place in Division Evaluation Speech Contest 2017, 1st Place in Club International Speech and Table Topics
Timeline
VP OF MARKETING
ReadyWise
02.2019 - 03.2024
DIRECTOR OF MARKETING AND BRAND STRATEGY
Farmhouse Culture
01.2016 - 01.2019
MARKETING & BRAND CREATIVE DIRECTOR
WhiteWave Foods Company
01.2014 - 01.2016
BRAND CREATIVE DIRECTOR, CREATIVE MANAGER, EVENT MARKETING MANAGER
So Delicious Dairy Free
01.2004 - 01.2014
PROJECT MANAGER/BRAND STRATEGIST, GRAPHIC DESIGNER, INTERNSHIP COORDINATOR
Murray Brand Communications
01.1998 - 01.2004
GRAPHIC DESIGNER, INTERN DESIGNER
Tom Davis + Company
01.1995 - 01.1998
Masters of Business Administration - Marketing and Entrepreneurship
WESTMINSTER COLLEGE - GORE SCHOOL OF BUSINESS
Bachelor of Fine Art - Graphic Design
MASSACHUSETTS COLLEGE OF ART & DESIGN
Undergraduate Studies - Business & Fine Art
UNIVERSITY OF UTAH
Similar Profiles
Reyna OrtizReyna Ortiz
Quality Control Inspector at ReadyWiseQuality Control Inspector at ReadyWise
Merita PhillipMerita Phillip
Manufacturing Warehouse at Readywise IncManufacturing Warehouse at Readywise Inc
Issac MontoyaIssac Montoya
Kaysville Utah at centerline developmentKaysville Utah at centerline development
Jayden DueJayden Due
Office Administrative Assistant at On Track Mortgage SolutionsOffice Administrative Assistant at On Track Mortgage Solutions
Perla VegaPerla Vega
Lead Cleaning Specialist at Magic Lady Proffesional CleaningLead Cleaning Specialist at Magic Lady Proffesional Cleaning