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Integrated, Brand and Growth Marketing Expert | Product and Partnerships Leader

Marketing & Sales

TLDR: I help solve complex problems. As a highly successful, integrated and brand marketing lead, with specialties in product and partnerships – I&#39;m your secret weapon to maximizing strategy and growth. Focused on driving measurable business impact in tech, music and gaming, my strengths include the ability to make forward looking strategic decisions that support scalable creative solutions, playing a pivotal role in brand and GTM campaigns, and ensuring alignment across all parties. At my core I&#39;m an empathetic leader who is capable of constructing the larger vision, while breaking it down into actionable items that are achievable. I lead by example and influence through understanding and compassion, communicating across varied stakeholders with ease.

Drive product strategy across licensing partnerships with AAA video game developers, increasing Prime Gaming engagement, and growing Prime customer segment through exclusive game content and rewards.

• Built go-to-market strategy across major IP and portfolio launches including PC, console and mobile, working cross collaboratively on product positioning, messaging, and customer segmentation. 
• Developed brand positioning and oversaw the execution of 30 international influencer marketing activations during World Cup, driving 46% increase in brand engagement.
• Led the Prime Gaming tactical marketing workflow of Candy Crush x Prime Gaming licensing collaboration across multiple stakeholders, shipping to 15MM+ Prime customers. 
• Advised and negotiated third-party marketing placements with key developer increasing incremental growth 105% to forecast and 2.5MM+ in revenue.
• Led PMM team in automating Legal Boilerplate contract process with Legal and Business Development, which allowed complete automation of 75% of contract agreements with incremental marketing placements built in. 
• Managed cross functional relationships internally during a contract lifecycle across Business Operations, QA, Engineering and technical teams to assure marketing deliverables launch on time.

Product Marketing, Partnerships

Spearheaded positioning for 30+ campaigns for stadium and arena tours serving top tier artists. Artists included: Tyler, the Creator, Tame Impala, Elton John, Paul McCartney, BLACKPINK and Dan + Shay

• Oversaw 10+ comprehensive go-to-market strategies for tour initiatives including: audience definition, positioning, social creative, messaging, and launch strategy resulting in over $75MM+ in gross revenue.
• Developed and launched Paul McCartney's GOT BACK tour microsite for all US dates alongside Product and Management. Microsite drove 4x unique visits during announce period compared to prior performance.
• Digital lead on Elton John's 'Farewell Yellow Brick Road' stadium tour which generated 20x ROAS and $10MM+ in attributable revenue during the primary on sale period. One of the highest grossing tours of 2022. 
• Identified, developed and scaled opportunities for custom fan acquisition for artists throughout and beyond the tour lifecycle.
• Collaborated cross-functionally to outline optimal digital channels for each campaign phase (social, programmatic and direct display, search, TrueView, OTT) and allocate $MM+ digital budgets across each tour lifecycle. 
• Compiled, dissected and presented performance data to cross functional marketing teams, buyers and senior leadership throughout each marketing lifecycle, outlining KPI performance and next steps to maximize revenues and grow artist audiences.

Digital Marketing Manager, Global

Strategic digital manager overseeing multi-brand procedures for social media workflows across key regions (EU, APAC, LatAm) increasing communication and execution efficiencies by 25%.

• Co-managed the Blizzard brand BlizzConline social campaigns and strategy which garnered 10MM+ viewers from 20+ countries across multiple streaming platforms (web, YouTube, Twitch + Twitter).
• Led the creative ideation and rollout of Blizzard 30th Anniversary digital campaigns, which included concept presentation, feedback and buy-in from senior leadership. 
• Developed and disseminated social playbooks to operationalize social strategy across 5 different brand titles at scale.
• Managed agency social creative and production to ensure community engagement among internal and external teams for Blizzard brand's MM+ followers across Twitter, Instagram, Facebook and YouTube.
• Oversaw the team that launched and drove social strategy around the Diablo Immortal closed Alpha.
• Managed day to day agency relationships and deliverables for BlizzConline, Diablo Immortal, Hearthstone and Blizzard brand as needed.

Global Digital Marketing Manager

Purpose driven marketing and strategy. Developed and executed integrated marketing strategy for over 20 brands in the outdoor, e-commerce and entertainment space. Managed 4-7 subcontractors across design, CRM, social and content creation.

Highlights:

• Stoned and Dusted Festival: Implemented segmented email marketing campaign plus targeted re-marketing efforts through paid media to drive a sold out festival for 2019 with a 15% increase in profits.
• First Light Farm: Crafted detailed influencer partnership strategy, and oversaw end-to-end execution for 30 different influencers in the cooking, Whole30 and wellness space. Campaign saw brand recognition growth by 33% and subscription growth by 10%.
• Dessauer (musician): Developed audience profile, targeting, and executed user acquisition campaign which 14x follower growth from 700 to 10K in 6 months preceding EP launch.
• Mammut North America: Pitched and executed female focused expedition and athlete photoshoot in Jackson, WY to produce over 50 individual pieces of visual content for 2018 product campaign. Included overall campaign brief, budget management, talent acquisition, trip and logistics planning and final deliverables.

Owner + Marketing Strategist

Integrated marketing lead for the planning and execution of 23 national tours for emerging artists. Achieved a 80-100% sellout rate across all shows with paid media that outperformed benchmark KPIs.

• Oversaw strategy to align artist brand and marketing with overall project goals including tour content, media placements, and tracking with an emphasis on segmentation, fan retention, and audience development.
• Built out multi-touch marketing plans and allocated marketing budgets between digital and non-digital activations in collaboration with cross-functional teams including creative, artist agent, artist management and label.
• Analyzed and presented tour data to drive informed marketing strategy based on A/B testing, audience data and creative performance to leadership. Increased performance by 21% across cumulative campaigns by actioning results.
• Closed out key tour with ROAS of 62x1 with over a million dollars in attributable revenue from paid media.
• Achieved a 80-100% sellout rate across all shows with paid media that outperformed benchmark CPA.

Marketing Manager - National Touring

Executed SheJumps digital presence from voice and strategy to content creation; streamlining practices and building a cohesive strategy while weaving the stories of women into brand content.

• Drove brand mission, engagement and growth through social contests, strategic partnerships and interactive content growing the community by 34% and engagements by 37% year over year
• Managed SheJumps brand narrative throughout digital channels, streamlining practices and building a cohesive strategy while weaving the stories of women into content. 
• Grew Instagram followers organically through organic content strategy and earned media 65% year over year.
• Oversaw the conceptualization and launch of a rebrand across digital channels, culminating in the #IAmSJ social campaign growing brand recognition over 140%.
• Brainstormed and built contest applications including SheJumps to Alaska, Women's Gear Guide monthly giveaway and more. 
• Identified and led outreach to strategic partners, managing deals from contract to completion, and overseeing deliverables. Partners included: K2, Isis, Vapur, RAMP Sports, Soul Poles, KUHL, SnoCru


Digital Media Director

Rachel Reich is an Integrated, Brand and Growth Marketing Expert at Amazon in Salt Lake City, UT.

Rachel Reich

Rachel Reich

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Appalachian State University