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Marketing & Creative Strategy | Marketing Campaigns, Strategic Planning, Partnerships, Storytelling

Marketing & Sales

Dynamic Management strategist, content creator and leader who thrives on creative thinking to achieve goals, build communities and improve brand loyalty. Strategic partner who leads with passion, integrity and authenticity while providing high-quality support and services to all members of the organization. Demonstrates outstanding leadership, collaboration, organizational skills, Marketing abilities, creativity and initiative as well as the ability to manage multiple projects at any given time

Global Snow Marketing Manager

- Drove brand creation through oversight of external agency resources: strategized and generated creative design direction for all new product releases including retail displays, packaging, paid advertising creative and content

- Strategized, developed and implemented 360° marketing campaigns for all new product releases, informing paid media planning, owned and earned media, external events and retail activations.

- Initiated and owned strategic planning and creative development for monthly limited release menu program

- Managed brand marketing team: established growth goals and routine check-ins to nurture professional development of team members

- Established new budget template and managed annual marketing budget across all channels

- Spearheaded brand guideline overhaul, working with external creative partners and internal stakeholders

- Opened four new retail locations in opportunity markets – TX, AZ

- Developed and implemented retail go-to-market and brand awareness strategy for emerging markets – TX, AZ

- Owned paid media strategy for all print, OOH, digital and performance placements

- Developed localized print ad strategy with regional publications to bolster sales around each retail location

- Developed annual growth strategy for 3rd party platforms (Door Dash, Uber Eats, Grub Hub) delivering on all sales growth targets for DTC 1st party ordering

- Managed ‘1% Back’ Program – community driven annual campaign to donate 1% of profits back to the areas each retail location operates: Meal Donations, Monetary Donations and Non-Profits Sponsorships

- Owned development of discounting program using analytics of customer purchasing behavior and elevated traffic tendencies within each retail location

- Managed all partnership relations – non-profits and brand collaborations

Director of Advertising & Creative Strategy 

- Drive brand creation through oversight of internal Creative team. Strategize and generate creative design direction for all new product releases including can and packaging art, photography and video content, paid advertising creative and trade marketing assets. 

- Strategize, develop and implement 360° marketing campaigns for all core and seasonal product releases, informing paid media planning, owned and earned media, external events and pub activations, wholesale and trade initiatives. 

- Drive content development and owned media strategy through oversight of digital content team. 
Established sponsored athlete team. Conducted scouts, negotiated contracts and maintained aligned promotion of brand initiatives and product launches.

- In collaboration with sales team, develop go to market strategy during preseason sales period and oversee trade marketing manager to provide creative assets (POCM, fixture displays, POP, sales decks) to arm the sales team with trade marketing tools for the sell-in period.  

- Establish and maintain new partnerships to increase brand awareness including unique product collaborations, lifestyle events and retail opportunities. Extensive experience with contract writing and management. 

- Marketing operations management including full oversight of sales and marketing budget, oversight of the Project Management team and establishing and maintaining adherence to all project timelines and budgets. 

- Established goals with direct reports to keep employees engaged and active in their professional development including mentorship, SMART goal building and accountability through weekly one-on-ones and annual reviews. 

- Managed B2B relationships with regional distributors to ensure marketing initiatives are relevant to and implemented at wholesale accounts.

Sr. Creative Brand Manager

Brand Manager

- Oversaw creative and promotional program development and budgets while tracking performance for all assigned accounts/projects.     

- Managed all trimester programming as well as communication and coordination of materials aligned with brand priorities and big bets.   

- Worked with Brand Team to ensure development of retail support and merchandising elements for each of the key trade channels, and ensured material is available to wholesalers through all available channels.

- Developed and managed trimester planning schedule to brand teams (deliverables and due dates).       
     
- POC to AB (parent Company)  in New York and ensured involvement in key trade channel planning meetings.
      
- Created detailed element packages for all promotions and sell-in materials.            

- Followed and adhere to established guidelines for Brand Team to develop creative content.

- Drove 10 Barrel’s Brands at retail through a thorough understanding of balancing retail and channel leads.

Trade Marketing Manager

- Team Management of Rome's professional and amateur athletes.

- Video Production Management (12-Months Project, Find Snowboarding)

- Copywriter of all Consumer and Dealer Catalogs 

- Website construction and content management

- Print and Web media buy organization 

- PR content and copy manager

Marketing Manager / Team Manager

- Copywriting of 2012/13 buyer and consumer Catalogs 

- SIA trade show organizer and Manager 

- Video (The Shred Remains) Tour Manager & Organizer 

- PR Copywriter 

- Website media manger & content manager

Marketing Coordinator

- Ski/Snowboard club at Oregon State University. 

- Acting president for first year and organized officer positions.

- Gained 170 active members in the first year. 

- Executed the largest event on campus; the Snow in the Quad Rail Jam

Co-founder & President

- Oversaw duties and responsibilities of five employees over 3 month duration of tour. 

- Assisted Organization of setup and breakdown of event equipment 

- Assisted management of 30+ flawless major event.
 
- Oversaw the development of a positive and desired feel for events and competitions.
 
- Effectively become the face of the employer to reach the desired goal.

Tour Manager / Emcee

Grady Skelton is a Marketing & Creative Strategy at Smith Optics in Portland, Oregon.

Grady Skelton

Grady Skelton

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