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Director, Marketing

Marketing & Sales

GLOBAL MARKETING & BRAND LEADER with 15+ years of experience creating digital strategies and innovative marketing initiatives for established and emerging brands. My career includes Universal Music Group, mophie, Shock Doctor, Red Bull, and OGIO. I am very ambitious and active, with a huge passion for the lifestyle surrounding all facets of action sports, lifestyle, and health/ fitness.

Marke$ng & Brand Strategy Consultancy   | Ladera Ranch, CA | 2021 - Present
Drive brand growth, strategy, and customer loyalty across digital, social, and experien4al marke4ng plaEorms.

BRAND MARKETING CONSULTANT
UClize diverse markeCng and brand strategy background to support markeCng teams at established and start-up brands alike.
Strategic Impact: Research & Establish Achievable KPIs - Cra' Brand Strategies that Exceed Client ExpectaCons
--   JIB Technologies: Developed brand marke$ng materials for Ad-Tech startup   connecCng clients' fanbases through mobile
wallets. Created customer engagement and loyalty program for MOOVIT transit app to boost adverCsing partner revenue.
--   StackCharge: Increased awareness and drove affinity for refreshed brand iden$ty.	Created experienCal go-to-market
strategy. Outlined deliverables for new brand DNA, naming and idenCty development, and brand assets.
--   Trinity Packaging Supply: Increased unique website visitors 400%.	Devised remarkeCng communicaCon pipeline to
convert $8M in potenCal opportunity into automated channel to track and convert. Assessed market posiConing in compeCCve landscape through SWOT analyses, customer journey mapping, SEO planning, and content strategies.

BRAND MARKETING CONSULTANT

Santa Monica, CA | 2014 - 2021
Global producer and licenser of original music for film, television, adver4sing, digital, and interac4ve media.

MARKETING DIRECTOR - NORTH AMERICA
Budget: $4.1M | Managed 4 Direct Reports & 3 External Agencies | Reported to the VP of Sales & MarkeCng
Hired to strategize and drive all branding and corporate idenCty iniCaCves and development across mulCple commerce
channels. Lead analyCcal efforts and leverage insights to produce informed business decisions. Supervise and lead the content,
social media, and public relaCons teams. Drive and evolve brand experience on B2B2C licensing plaiorm.
Internal Influence: Conducted Full Rebrand while Increasing Top-Line Revenue



Marketing Director - North America | Universal Music Group	)
-- Led rebranding of Killer Tracks to Universal ProducCon Music, resulCng in 36M new media impressions.
-- Directed RFPs and awarded agency contracts for website, creaCve, brand analysis, research, and digital performance.
--   Boosted digital music revenue 300%+  uClizing exisCng assets to achieve 3.2B streams on SpoCfy, Apple, and YouTube.
-- Increased website search conversions 3X, improving UI uClizing website search queries using B.I. system, Domo.

External Impact: Secured Market Leadership through Digital Strategy & Social Engagement IniCaCves
--   Revitalized and scaled experien$al marke$ng and events, focused on aqendee experience and data collecCon, resulCng
in increased customer LTV, direct ROI growth from events, and a 26% increase in new business from events.
--   Improved CPC (op$mized cost per click, saved -72%), increased ad clicks(77%) and conversions (53%), and reached the right audience through targeted ad campaigns.
--   Increased social leads 22%, exceeded '20 new business revenue expecta$on 9% (+18% YOY), and created hypertargeted
ad campaigns.
--   Propelled organic LinkedIn followers 1268%, growing the plaiorm to '20's #1 new business source.
-- Boosted social media post engagement (170%) and lowered the demographic media age

MARKETING DIRECTOR NORTH AMERICA

mophie | Santa Ana, CA | 2011 - 2013
The #1 selling baJery case manufacturer in North America who developed the first-ever mobile baJery case cer4fied by Apple Inc.

SENIOR MARKETING MANAGER
Budget: $4.1M | Managed 5 Direct Reports | Reported to VP of MarkeCng
Joined niche technology company mophie as first markeCng employee to increase brand awareness and create an influencerled
markeCng strategy. Directed, produced, and scaled brands first experienCal markeCng events.
Internal Influence: Transformed Niche Company & Products into Industry-Leading Lifestyle Brand
--	Reposi$oned brand from techy company to premier lifestyle brand	with innovaCve branding and markeCng iniCaCves.
-- Sold $65K of product in 5 days at SXSW 2012, garnering significant media buzz and influencer ambassadors.
-- Nurtured influencers who organically spread excitement about products to peers.
--	Secured key partnerships with global and na$onal brands, including a licensing deal with the NBA   for mophie-branded
products
-- NegoCated Best Buy sponsorship with NBA's Brooklyn Nets and boosted retailer's mophie sales 23% during season.
-- Developed mophie(red) product line in partnership with U2's Bono and (RED) charity gaining global brand
recogniCon.
-- Created custom Red Bull branded cases for all Red Bull athletes globally.
--   Collaborated with product development leadership   to create, market, and launch consumer-driven products.
--   Garnered placement on Inc 5000 "Fastest Growing Private Companies" list   in 2013.
External Impact: Provided Significant Growth in Sales, Revenue & Product Placement
--   Doubled sales from $25M to $56M with a wider SKU variety	secured in Best Buy, Verizon, Apple, and In-MoCon.
-- Tripled sales at Best Buy, grew sales revenue 160% at Apple, and revoluConized retail training programs.
--   Increased brand visibility amongst key consumer groups   with leading brand partnerships, including Apple, Beats by Dre,
Red Bull, ESPN X, Heineken, Los Angeles Angels, Mammoth Mountain, Nike, Oakley, Universal Music Group, and more.

SENIOR MARKETING MANAGER

Corona, CA | 2010 - 2011
American motorcycle and cycling apparel and custom paint company.

SENIOR INTERNATIONAL MARKETING & SALES MANAGER - POWERSPORTS & BICYCLE
Budget: $500K | Managed 2 Direct Reports | Reported to the General Manager
TransiConed to markeCng role at Troy Lee Designs (TLD) a'er forging significant partnership between TLD and Shock Doctor.
Nurtured strong distributor partners with targeted markeCng plans and relaConship ROI.
Internal Influence: Launched New Product Line & Revamped InternaConal Sales Strategies
--   Generated $6M for Troy Lee Design	a'er iniCaCng a licensing deal between TLD and Shock Doctor for revoluConary
protecCve gear, resulCng in a successful product line that has 4x in size and been successful for 10+ years.
--   Increased interna$onal sales revenue 31% (19% above plan) in first year   by turning around EU territory sales through
distribuCon partner collaboraCon to discover opportuniCes to improve local business.
External Impact: Provided Much-Needed InternaConal Sales & MarkeCng Support


SR. INTERNATIONAL MARKETING & SALES MGR| TROY LEE DESIGNS	)
--   Planned and akended interna$onal bicycle and motorcycle shows	to strengthen relaConships with European
distributors, perform trend and market analysis, and visit local retailers.

SENIOR INTERNATIONAL MARKETING AND SALES MANAGER POWERSPORTS AND BICYCLE

Global leader in sports protec4on and performance and producer of the #1 mouthguard in the world.

GLOBAL SALES & PROMOTIONS MANAGER - ACTION SPORTS
Budget: $700K | Managed 12 Sales RepresentaCves | Reported to the EVP of Sales / VP of MarkeCng
Hired to build established brand relaConships with sports agents, athletes, and retail stores in acCon sports sector.
Internal Influence: Created Go-to-Market Strategy & Launch AcCviCes for Ground-Breaking Product Line.
--   Secured athletic gear contracts with 3 of the top 5 Supercross riders and 2 incoming rookies to wear new protective gear.
Met personally with athletes based on personal relationships to gain product feedback and perform fit tests.
--   Placed 33 new SKUs  in 76 top retailers and online stores.
--   Mitigated discontinuation of product line after company restructure. Introduced Troy Lee to products, encouraged brand
to purchase intellectual property, and transitioned marketing role to Troy Lee Designs in 2010.
External Impact: Garnered Significant Media AqenCon Prior to New Product Launch
--   Sold out of first production run and generated $350K in sales of new products.
--   Facilitated experiential marketing presence at 30+ events to establish product and brand awareness with key influencers.

Shock Doctor

of bags with unique styling infused with intelligent designs.

NATIONAL SALES & PROMOTIONS MANAGER - ACTION SPORTS
Budget: $400K | Managed 12 Direct Reports | Reported to the VP of PromoCons
Hired by VP to grow the brand's presence and sales in the AcCon Sports market through retail, dealer networks, markeCng
partnerships, and influencer relaConships.
Internal Influence: Introduced Custom Product Partnership Strategy to Garner Significant Revenue
--   Propelled annual sales revenue 12x, from $300K to $4M, generated $1M+ in revenue, and sold 22K+ custom bags.
--   Forged global partnership with Red Bull for custom OGIO bags for special events and athletes.
External Impact: Solidified Brand & Retail Partner RelaConships
--   Earned $1.85M in custom product sales   with Vitamin Water, Monster Energy, Mastercra' Boats, Tigé Boats, and more.
--   Grew market awareness   with global brands, including Red Bull, Universal Music Group, ESPN, plus many more.

Innova4ve designer

Andy Donahue is a Director, Marketing at Research AND Establish Achievable KPIs in Mission Viejo, California.

Andy Donahue

Andy Donahue

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