Marketing Manager
Relevant Experience
Associate Brand Manager - Hatteras Yachts, New Bern, NC
May 2018 - Present
Lead the Hatteras brand and marketing strategy by directing all brand initiatives
• Design and execute the go-to-market strategy for new product launches: the most recent launch resulted in a 38% revenue increase from new product sales, 84% of which were new-to-brand customers
• Execute or oversee all digital strategies including email marketing, SEO, SEM, Google Ads, display ads, landing pages, and A/B testing, achieving and exceeding monthly and quarterly KPIs
• Develop strategic direction for the Hatteras brand: Define the value proposition, refine the product portfolio, provide creative direction, enhance marketing communications and lead sales training and dealer development efforts
• Developed a cross-platform social media strategy, resulting in 74% follower growth and improved brand sentiment, particularly in the sportfish market
• Conceptualize and manage Hatteras Club experiential marketing events for owners and qualified prospects, to date resulting in $76M retail sales
• Contract, plan, and manage the Hatteras barge at three international boat shows per year, which each average 5M in retail sales
• Researched and implemented a new integrated CRM, marketing, sales, and analytics system that provides a full picture of the customer journey
and allows for a tightly-controlled sales funnel
• Direct the Hatteras Cup, a digital marketing campaign designed to create customer advocates by uniting owners in a friendly, competitive online
fishing tournament. Year over year, the program drove a 49.8% increase in web leads
• Created a branded delivery gift improvement program, leveraging partnerships with vendors to develop co-branded products
Marketing Manager - Prometheus Group, Raleigh, NC
January 2017 - May 2018
Developed and executed marketing and brand strategy in a fast-paced startup environment while managing two direct reports
• Defined and drove digital, event, and sales enablement marketing tactics that led directly to more than $6.5M in 2017 sales
• Developed a training, communication, and content program for the inside sales team that doubled opportunities quarter to quarter
• Rebuilt marketing analytics processes, then used data collected to revitalize email, content marketing, and webinar strategies, leading to a
100.9% increase in leads year over year
• Created media and brand strategy for two company acquisitions, leading to global standardization and a 35% increase in sales revenue for new
products
• Achieved a 208% ROI on marketing efforts in...
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