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Senior Marketing Manger | Elevating Brands | Empowering Teams 

Top Management

Experienced Senior Marketing Leader with a proven track record in managing high-performing teams and driving strategic brand initiatives in dynamic environments. Passionate about data-driven growth, enhancing the customer experience, and having fun while doing it all, I bring a collaborative and results-oriented approach to every project.

Senior leader overseeing a team of multi-functional marketers responsible for Crystal Mountain’s digital and on-site branding experience and communications in a highly dynamic environment. 
•Lead a cross-functional team consisting of web management, creative development, communications, call center management, and a marketing specialist, fostering collaboration and driving successful, integrated campaigns.
•Launched a high-impact Black Friday offer campaign, surpassing revenue goals by 126%. 
•Managed partnership marketing with the Seattle Kraken for a Mountain Takeover Event. 
•Developed a customer-centric approach to brand campaigns, utilizing insights to inform seasonal strategies.
•Oversee all paid media campaigns and external agency relationships, ensuring brand consistency and driving business results.

Senior Manager, Brand Management and Marketing Operations

• Led REI’s WA/AK Local Marketing Team, advancing our local brand impact presence to drive community engagement and increase sales in my region.
• Develop marketing strategy and deliver business results in partnership with cross divisional stakeholders.
• Manage community partnership, event sponsorships and local grant giving.
• Develop new offers, insights and analytics to measure results and key learnings.
• Lead our divisional Marketing Mentorship Program, introducing a new monthly group mentorship and increasing individual participation by 30%.

Manager, Local Marketing, Brand Engagement and Community Impact 

•	Lead the marketing strategy development, planning and execution for REI’s seasonal full-price campaigns. 
•	Brief and manage internal creative, media agencies and vendors for multi-channel marketing assets to build an ongoing cadence of relevant and timely outbound communication. 
•	Align cross divisional partners to build cohesive messaging for product, content, experience, and program offerings.

Program Manager, Integrated Marketing Campaigns 

•	Delivered promotional strategy and marketing execution for nation-wide events and experiences through digital marketing channels such as paid social media, email/push messaging and digital/online experiences;
•	Tracked engagement rate, click through rate and other performance metrics to provide real-time improvements as well as recaps of marketing campaigns with recommendations for improving future performance;
•	Defined targeting parameters and audience segmentation for localized and relevant messaging through social media and email;
•	Integrated CRM into events and experiences to create more personal customer relationships and improve retention;
•	Created and manage promotional offers to drive sales and traffic while tracking results/sales analytics and performance management;

Integration Specialist, Local and Experiences Marketing 

•	Drove local marketing and outreach recruitment efforts for new store and distribution center openings;
•	Built partnership between Social Media team and Talent Acquisition team to align content and initiatives;  
•	Trained new store management teams on hiring practices such as group interviews, screening techniques and Avature;
•	Piloted a digital interview for retail employee candidates subsequently decreasing manager screening time by nearly 80%;

Program Coordinator, Talent Acquisition

•	Successfully managed inventory levels by utilizing add-on requests and assortment adjustments to satisfy local demand; 
•	Drove Mobile Selling Assistant transactions to over $2 Million annually (2014 & 2015 top in the company) by introducing new systems training and setting store and individual goals;
•	Provided new store operations training and manager support; 
•	Winner of prestigious, peer nominated Anderson Award 2012;

Retail Sales Manager

•	Leveraged tools, reports and insights to make appropriate business adaptations driving first years sales to exceed $1 Million;
•	Led, trained and coordinated schedules for up to 60 seasonal employees to ensure efficiency, safety, and guest satisfaction;

General Manager

Campus Marketing Representative

College Program Intern

Hank Smith is a Senior Marketing Manger at Crystal Mountain Resort in Greater Seattle Area, WA.

Hank Smith

Hank Smith

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Appalachian State University