Aaron Crecy
Vice President of Marketing and Demand Creation · Autocar Truck
Knoxville, TN
In My Own Words
PROFESSIONAL SUMMARY - Considerable executive-level leadership experience in hyper-growth settings - Highly engaged storyteller, brand builder and strategist - Expertise in digital marketing for owned, earned and paid channels - Deep experience driving organic growth via content publishing, social media, video and SEO PERSONAL NARRATIVE I’m a storyteller and a strategist, a dreamer and a brand builder. I am passionate about leadership, overcoming challenges and achieving goals. My areas of expertise include content marketing, social media, video, SEO, paid digital and analytics. I’m also exceptionally hard-working and entrepreneurial, with the ability to work collaboratively and with extreme accountability.
Work Experience
Vice President of Marketing and Demand Creation
Autocar Truck2019 – Present
Develop and implement differentiated and unique multi-channel, strategic marketing and communications plans to advance company products, broaden awareness, increase interest, leads, conversion and market share. Lead communication strategy and coordinate messaging across all communications touch-points to ensure consistent messaging. Identify and target client stakeholders throughout the value chain, creating demand through understanding segmentation and emerging markets, while partnering with both business development team and existing customers, and leveraging existing strategic messaging. Strengthen, advocate and consistently refresh the brand as the industry leader throughout all departments, including naming, product labeling, tagline, logo, brand standards, segment identification and market research. - Identify and target key market influencers through inbound and pull marketing techniques. - Ensure the development of all strategic new product launches and corresponding marketing plans. - Create collateral materials such as catalog, literature, print ads, programs and product flyers. - Develop and execute trade shows and special event strategies, budgets. - Manage annual Marketing Plan including budget, goals, strategies, ROI metrics, tactics and timeline. - Manage all Public Relations efforts including press releases, articles, interviews and product releases. - Oversee the development of creative and compelling presentations for internal and external use. - Manage digital media including website, company videos, social media and SEO. - Organize, analyze and track results, effectiveness and ROI. - Collaborate with sales team on strategies; development, timing, execution.
Digital Director
Shelton Group2018 – 2019
Oversee digital strategy, execution and budget for marketing communications agency specializing in the environment, sustainability and clean energy. Responsible for website and app development, social media, SEO, SEM, content marketing and analytics for clients and agency. Lead business development for digital projects, including written proposals and pitch meetings. Clients include Environmental Defense Fund, Kohler, Cotton, Inc., CertainTeed Insulation, Tampa Electric, Consumers Energy and Fannie Mae. - Plan and execute digital projects to achieve agency and client goals within budget and scope. - Own the development and performance of corporate and client websites, continually improving design, UX/UI and site performance to exceed industry benchmarks. - Utilize inbound and outbound digital marketing strategies to achieve brand awareness, traffic growth, customer acquisition, sales conversions, retention and lifetime value. - Write and manage social media strategy for Twitter, Facebook, LinkedIn, Instagram and YouTube, optimizing content and publishing schedules to maximize engagement. - Oversee SEO planning and execution, planning keyword strategies to drive content creation and managing on-page optimizations to consistently improve organic ranking and performance. - Accountable for all digital performance metrics for websites and campaigns, measuring, reporting and assessing against KPIs and ROI goals.
Director of Global Marketing
Malibu Boats2017 – 2018
Led global marketing strategy and execution for world's leading watersports towboat manufacturer (NASDAQ: MBUU) while managing multimillion-dollar budget. Developed strategic marketing plans for Malibu Boats and Axis Wake Research, utilizing market data and competitive analysis to ensure the proper brand and product positioning. - Defined, developed and communicated strategies for positioning brands with dealers and consumers. - Led a team of internal staff and external resources to execute the defined strategy. - Oversaw sourcing, design, placement, purchasing and implementation of all marketing programs, including social media, print, digital, video, broadcast and events. - Managed the planning and execution of the annual photo and video shoots for new product. - Managed website development and content creation. - Discovered and engaged brand influencers and product placement opportunities. - Oversaw athlete and celebrity sponsorship relationships and identified new partnership opportunities.
Chief Marketing Officer
Fantasy Aces Daily Fantasy Sports2013 – 2017
Led international marketing initiatives for leading Daily Fantasy Sports operator with multimillion-dollar budget. Created strategic omnichannel marketing plan incorporating digital, email, social media, broadcast and PR executions. Directed customer acquisition across all organic/paid digital and partner channels. - Implemented and optimized PPC, SEO, SEM, social media and related digital strategies. - Initiated CRM segmented email strategy that became leading source of site traffic. - Achieved 10x year-over-year increases in all key site metrics. - Introduced analytics measurement protocols to track and optimize digital marketing programs. - Built robust affiliate network & negotiated exclusive marketing partnerships.
President
Clinch Gear Sports Apparel & Equipment2004 – 2013
Founded multimillion-dollar performance apparel brand with major retail and catalog distribution in Finish Line, Champs, The Sports Authority, Eastbay, Spencer's, Ross and Kohl's. Managed over 25 full-time employees, 10 independent sales reps and led marketing, sales, product development, sourcing and manufacturing. Negotiated successful exit to Collective Brands, Inc. - Oversaw all digital, social media and print marketing campaigns. - Led content creation, PPC, SEO, SEM and ecommerce. - Recorded annual increases in traffic, conversion rates and average order value. - Directed product launches, trade show exhibits and consumer events. - Generated extensive PR exposure on/in CBS, FOX, NBC, ESPN, Showtime, FOX Sports, Spike TV, PPV television, Sports Illustrated, Yahoo! Sports, USA Today and more. - Produced sports talk show for SiriusXM and Armed Forces Network. - Negotiated licensing agreements and sponsorship contracts for events and athletes.