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Senior Director, Global Brand and Product Marketing

Marketing & Sales

I believe brands win at the intersection of Content x Commerce and Culture x Community. With 15+ years of brand & corporate marketing experience leading strategy & building brands through integrated marketing campaigns, I've created deep roots in brand development, digital, social, ecommerce, content, PR and experiences; that bring brands to life to engage community.

Award winning campaign leadership with outdoor industry standouts REI (#OptOutside, Force of Nature) Native Eyewear, and Filson

Entrepreneurial leader with experience developing organizational priorities, crafting brand narratives and values, and translating those to efficient go-to-marketing strategies across multiple channels (i.e. content, social, media, etc.)

Nimble, adaptive and dynamic problem solver who thrives when actions are tied closely to impact. Excels at identifying areas for improvement and streamlining processes to achieve and surpass outlined goals. Particularly skilled as a motivator, leader, and coach.

Brought in to build, lead, define and scale the global Brand and Product Marketing functions 

Select Highlights:
•	Led the Global Brand Strategy and Product Marketing functions across NORA, EMEA, and APAC
•	Developed Brand Foundations and Strategy to unify global regions around 'One Dickies' via brand purpose, positioning, style guide, values and updated consumer profile targets
•	Created consumer insight based, seasonal creative concepts to drive awareness, consideration and acquisition to fuel direct to consumer business growth from 10% to 30% contribution
•	Reimagined the marketing GTM process to better align product, marketing, creative and channel strategies with an omnichannel focus 
•	Built the vision and hired the Global Brand Team: Brand Director Work Wear // Brand Director Work Inspired // Brand Director of Partnerships, Purpose and Integrations // Product Marketing Manager // Content Marketing Manager
•	Led the strategic Collaborations framework to create consumer 'on-ramps' to Dickies by leveraging shared brand values to drive traffic, new customer acquisition and above average CLV. (Supreme, Brain Dead, Gucci Vault, Ford, etc.)
•	Created Ambassador strategy to reach and highlight key communities & consumer targets

Skills: Product Marketing · Campaign Concepting · Go-to-Market Strategy · Brand Strategy · Content Strategy

Recruited to lead, develop, evolve, and scale the organization for acquisition across eCommerce, marketing, and merchandising.

Select Highlights:
•	In the first year, drove record breaking online YoY sales growth of +90%
•	Built strategic annual roadmap and reimagined the organization functions to align with growth goals across marketing, ecommerce, 3rd party marketplaces, merchandising, product development and planning
•	Created strategic growth marketing program to drive attributed traffic (+141% YoY), new users (162%) and revenue (+98% YoY)
•	Developed and deployed brand foundations: mission, vision, values, purpose and positioning
•	Led a total redesign and replatform of the website to deliver a modern eCommerce experience, that saw an initial 10% decrease in bounce rates and 26% Increase in organic traffic 
•	Implemented new Email  retention platform leveraging AI, within the first 6 months increasing key metrics across the board (open rate, CTR, conversion rate, and AOV)
•	Identified & implemented new merchandising categories to drive incremental revenue & increased AOV
•	Developed sponsorship program to place 40+ pop-up pro shops (retail) at professional tournaments 

Skills: Growth Marketing · Merchandising · Go-to-Market Strategy · Brand Strategy · Content Strategy

CMO/CRO

Led the evolution of Filson’s integrated marketing and eCommerce strategy across paid media, public relations, experiences, social media, content, catalog, growth marketing and channel strategies; in an effort to build brand awareness and drive revenue - leading to continuous double digit YOY eComm revenue growth 


Select Highlights:
•	Development of multi-channel content strategy inclusive of social, video, blog, email and ecommerce that drove 300+% YOY growth on The Filson Journal 
•	Built the strategic growth marketing and paid media program from the ground up that saw +30% YOY growth in attributed revenue during 2020 alone
•	Redefined the brand's GTM process to continuously create dynamic content and campaigns to acquire new customers and engage existing guests – leading to double digit YOY eComm revenue growth
•	Led a cross channel collaborative environment to build partnerships, creative executions and integrated ideas - regardless of budget and departmental swim lanes
•	Built, defined and created the brand's mission, vision, values and purpose via the creation of a 1-of-a-kind Brand Guide
•	Built brand partnerships through deeply aligned relationships and objectives; such as the Filson x Bronco x NFF collaboration that drove 1 billion media impressions in less than a week.
•	Oversaw three consecutive years of double digit earned media growth
•	Executive producer of multiple award-winning films


Director of Marketing

Led REI’s integrated strategy in advertising, local marketing, branded content, paid social, ‘always-on digital’, and grand openings in an effort to build brand awareness and drive sales

Select Highlights: 
•	Led teams across growth marketing and brand, local marketing and branded content
•	Defined media, communications, and distribution strategy for paid media advertising campaigns, paid content partnerships and always-on campaigns to support REI’s business objectives.
•	Led, designed, managed and implemented regional marketing frameworks and experience marketing programs within the REI organization resulting in +31% traffic growth, +22% class fill rate & +11% awareness for focus markets
•	Oversaw the strategic direction of local social media structure and the Content Contributor (Influencer) programs
•	Created REI's Branded Content Strategy to leverage publisher’s reach, audience, influence and distribution with publishers like Outside Magazine, Teton Gravity Research, ATTN, Matador Network, NOW THIS, Gear Junkie and more.
•	Led performance based digital growth marketing including a revamp of the retargeting program, launch of dynamic weather product ads, programmatic paid digital advertising, and first party data integration

Developed multiple first-to-market REI programs:
- Created REI's Branded Content Strategy to leverage publisher’s reach, audience, influence and distribution
- Built REI's Local Marketing Strategy and Team from the ground up in an effort to drive regional relevance, awareness and participation in REI experiences
- Led performance based digital marketing including a revamp of the retargeting program, launch of
dynamic weather product ads, programmatic paid digital advertising, and first party data integration
- Led a cross Co-Op team made up of Creative, PR, Events and Marketing leaders, to create and launch the United Outside campaign for our 5th Flagship retail location in Washington, DC. The campaign consisted of events, PR, OOH, digital marketing, a web experience, UGC, video, email, push notifications and social.

Senior Manager, Paid Media and Local Marketing

Developed insight led creative strategy for integrated campaigns including social media, advertising and media relations

Director of Creative Strategy

Developed integrated content and brand strategy for Native Eyewear and Mtn Dew campaigns including multi-dimensional initiatives featuring content series (video and print), experiences, digital, social, and paid media.

Led teams and integrated strategy for social, digital, paid media, community engagement, PR,
UGC, experiential, email marketing, loyalty marketing and content marketing.

Developed and managed campaign budgets, ideation, implementation and analysis across multiple digital KPI’s and metrics

Executional Mastermind (Account Director)

Developed and implemented the national and local social media strategy
Built brand guidelines for franchise system
Created corporate communication framework and crisis communications protocol

VP of Communication

Helped build the brand from 81 restaurants to over 600
Led all non-traditional marketing strategy
Created annual consumer marketing plans and tactics to meet long and short term objectives
Created and managed cross-discipline product launches

Manager of Non-Traditional Marketing and Public Relations

DOUG THIELEN is a Senior Director, Global Brand and Product Marketing at Dickies in Sammamish, WA.

DOUG THIELEN

DOUG THIELEN

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Education history

Washington State University

Washington State University