Jordan Williams

Global Marketing Director

Boulder | United States

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Summary

Activity

Work experience

SMARTWOOL / A VF COMPANY

Global Marketing Director | 12/2021 - Current

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.

SALTWOLF

CEO / Co-Founder | 12/2019 - 09/2021

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.

WESTWARD FOUNDRY

Chief Operating Officer | 02/2017 - 12/2019

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.

VAIL RESORTS MANAGEMENT CO

Director of Marketing and Sales, Vail Resorts Retail | 06/2014 - 02/2017

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.

VAIL RESORTS MANAGEMENT CO

Director of Marketing | 11/2011 - 06/2014

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.

RECREATIONAL EQUIPMENT, INC

Manager, Digital Engagement | 11/2009 - 11/2011

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.

RECREATIONAL EQUIPMENT, INC

Manager, Campaign Marketing Team | 01/2007 - 11/2009

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.

RED BULL GmbH

Producer, Red Bull Music Academy Seattle | 11/2004 - 03/2006

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.

RED BULL NORTH AMERICA

Director, Collegiate Marketing | 10/2003 - 10/2004

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.

RED BULL NORTH AMERICA

Manager, National Event Marketing | 10/2001 - 10/2003

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.