Jackson Esselman
Global Director of Marketing · Aquaglide
BEND, OR
In My Own Words
I'm a passionate marketing professional with over (10) years of big brand creative direction and experience, coupled with the tactical skill-set to execute and implement strategy on any level.
Work Experience
Global Director of Marketing
Aquaglide2019 – Present
Global Director of Marketing and Ecommerce • Implemented and actively manage ecommerce/Amazon strategy to ensure organizational revenue/goal achievement • Successfully launched new WordPress site with 200% YOY growth through both paid and organic traffic • Developed annual marketing plan including ecommerce, Amazon, social media, e-mail, PR, ambassadors, event strategy • Onboarded and manage Amazon agency with both FBA and FBM channels to balance brand protection and revenue goals
North America Marketing Programs and Promotions Director
BRP-(Bombardier Recreational Products)2018 – 2019
Manage the largest single budget within a multi-national organization Properly allocate funds to targeted model mix and geo-targeted focus units
Director of Marketing
DrinkTanks2016 – 2018
• Gather requirements from regional marketing teams and deliver an effective seasonal marketing toolkit that supports local activation of global seasonal marketing initiatives • Develop new product marketing launches aligned with corporate brand vision to ensure consistent brand messaging • Develop and manage GTM performance quarterly through key metrics such as ROI, budget adherence, etc. • Coordinate with product line managers to develop proper GTM marketing strategy to support retail/wholesale sell in/ sell thru • Manage annual/quarterly budget that supports print/experiential/digital marketing efforts • Manage ambassador/influencer product programs to increase organic brand exposure and consumer awareness
Director of Marketing
Fly Racing/Western Power Sports2014 – 2016
• Develop all marketing collateral and strategy including national television commercials, digital and print for (13) in house brands • Manage all ROI and analytics for each brand to determine successful marketing initiatives through quantifiable metrics • Creative direct building and management of all in house websites, social, photo/video content and digital strategies • Manage a team of (17) marketing team members to ensure corporate vision and sales initiatives are attained • Properly allocate marketing budget through proper channels, adhering to corporate goals
National Marketing Manager
Kawasaki Motors Corp., USA2013 – 2014
• Develop innovative marketing strategies to increase national market share and brand awareness • Analyze market data to ensure ROI targets are met, as well as model focus incentives within geographical areas • Work with creative agency to most efficiently implement digital marketing plans (Google Adwords, SEO/SEM etc.) • Leverage corporate branding vision with consumer facing incentives to drive brand strategy • Develop brand alliances with key industry influencers to leverage brand awareness and credibility • Implement strategic retail marketing campaigns to drive consumer awareness and purchase intent
District Marketing Manager
Yamaha Motor Corp. USA2007 – 2013
• Developed key retail marketing agreements with strategic regional marketing partners • Created retail merchandising and POP displays to drive retail product demand • Increased wholesale unit sales and dealer engagement over 200% • Successfully developed dealer network through strategic dealer development initiatives
Media Relations/Race Team Manager
Fly Racing2004 – 2007
• Managed annual budget and allocated funds most efficiently between sponsorship and print/digital media advertising • Collaborated with creative art director to develop successful and strategic marketing campaigns to drive consumer awareness and create brand “heat” • Developed key relationships with both endemic and non-endemic media channels to maximize brand exposure • Created a corporate race team, which appealed to a broad demographic of consumers and aided in brand awareness as well as consumer confidence
Off-Road PR Assistant Manager
American Suzuki2003 – 2004
• Ensured Suzuki was the most recognized motorcycle brand amongst top (7) endemic publications • Successfully managed press relations product budget to gain maximum exposure while attaining target ROI • Planned and organized press releases of all upcoming product launches with corporate vision adherence • Established key relationships with non-endemic off-road motorcycle publications to broaden brand awareness