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Global Marketing Director

Marketing & Sales

I am a creative and versatile leader with over twenty years of experience building brands and driving growth and profitability. I thrive in spaces where the business, brand, or customer experience needs to be created or refocused. I am passionate about fostering a culture of innovation founded on rock-solid business strategy, all while building and empowering teams, vibrant partnerships, and the infrastructure required to sustain long-term success.

Experience and Passions: 
Brand Development / Redevelopment + Brand Awareness
Building a Team + Helping People be The Best Version of Themselves
Data-Driven Decision Making + Creative Inspiration 
DTC/Ecommerce + Growth Marketing
GTM + Wholesale Marketing
Advertising + Paid Media + Search Marketing (SEO, SEM, PPC, et al.)
CRM + CDP + Segmentation Marketing
Social Media + Earned Media + Content Marketing + PR
eCommerce/Web + Mobile Application Development + UX + UI
Experiential Marketing + Local Marketing

Rebuilding an integrated seasonal GTM process, shaping a brand-new team, and building a long-term, brand-forward MarCom strategy.
Selected successes include:
- Rebuilt paid media strategy from bottom-of-the-funnel performance to brand awareness and now delivering 50% of DTC revenue from new customers.
- Transitioned to a new customer data platform and launched a segmentation marketing strategy. Revenue from email up +30% YoY with conversation rate from email up +21%.
- Integrated international regions into the annual and GTM planning process.

Disrupting the $7B to-the-trade furniture industry by bringing direct-to-consumer technology,
marketing, and sales to the Interior Design sector.
Selected successes include:
-   Launching a new high-end, American-made B2B furniture brand from concept to hand-made-per-order
North Carolina production with globally sourced fabrics.
-   Launched custom e-commerce site with real-time 3D product visualizations across	4,900 SKUs with a
marketing automation backend to deliver personalization across online advertising and email.

CEO / Co-Founder

Stepping out of the corporate world for a bit to lead the transformation of my (extraordinary) wife's
sole proprietor interior design business into a thriving, profitable, and seven-figure services business at scale.
Selected successes include:
- Building the brand from the ground up, recruiting and managing a cross-functional team focused on
serving both client needs and internal creative vision while building a 300+ vendor procurement
operation.
- Establishing a culture of analytical rigor around financial and project planning, pricing strategies,
margin, and P&L management.

Chief Operating Officer

Delivered customers and sales across the multi-faceted landscape of Vail Resort Retail’s 250+ locations including Vail Resorts and partner-branded resort stores, rental stores, city stores, and online rental e-commerce.
Selected successes include:
- Formal and informal leadership in integrating the Retail Division, historically a standalone subsidiary, into the broader Vail Resorts organization. Including building an integrated brand framework to unify select Vail retail brands under the wider Epic brand (see: Epicmountaingear.com, Epicmountainrentals.com).
- Two years in a row of record EBITDA, website visitation, and online revenue.

Director of Marketing and Sales, Vail Resorts Retail

Drove all facets of Keystone Resort including skier visitation, ski school, lodging, food & beverage, and all resort amenities (golf, mountain biking, terrain park, et al.). Assessing the needs of the business, rebuilding the brand, targeting the right customers, and driving revenue.
Selected successes include:
Deep dive business analysis identifying the need to revive destination visitation. Rebuilding the Keystone brand around an ownable and profitable family target audience and building a creative/advertising platform that supported all facets of the business.
Two years in a row of record EBITDA.

Director of Marketing

Founded REI’s Digital Engagement Team which developed, evangelized, and executed cutting-edge digital marketing programs focused on social media, online community, mobile and social commerce.
Selected successes include:
- Founding REI's social media practice and successfully embedding social media across the enterprise, including Marketing, Customer Service, Corporate Communications, Human Resources & Retail, and launching 126 market-level social presences.
- Spearheading REI's mobile application strategy and developing the Co-op's first suite of applications, including REI's first mobile shopping app.

Manager, Digital Engagement

Led REI’s enterprise-wide strategic planning process and the marketing team which drove seasonal marketing communications including traditional advertising, email, REI.com, online advertising, in-store marketing, and direct mail. Also responsible for marketing REI Adventures, REI Outdoor School, Co-op Membership, and managing the REI Visa Card and Gift Card programs.
Selected successes include:
- Leading REI through an agency-of-record review, hiring, onboarding, and managing a new agency resulting in a 20% increase in media efficiencies and 11% increase in traffic Y/Y, including the development and launch of REI's enterprise-wide "Find Out" campaign.
- Leading REI to innovate beyond direct mail and traditional advertising into digital, interactive, and branded content experiences.

Manager, Campaign Marketing Team

Produced international marketing program reaching an influential global audience in over 125 countries, including managing a diverse team responsible for marketing, interactive design, video production, Internet radio station development, and venue construction.

Producer, Red Bull Music Academy Seattle

Led US collegiate marketing efforts, one of Red Bull's four global marketing pillars, targeting the crucial 16 to 24 y.o. demographic including sampling, brand building, and word-of-mouth marketing.


Director, Collegiate Marketing

Strategic development of end-to-end event marketing programs focused on action-sports and creative- class consumers designed to create marketing and advertising content for both domestic and international markets and drive massive earned media outcomes.

Manager, National Event Marketing

Jordan Williams is a Global Marketing Director at SMARTWOOL / A VF COMPANY in Boulder, Colorado.

Jordan Williams

Jordan Williams

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