Brad Long Email and Phone Number

Manage brand strategy for Yale Lift Truck Technologies and execute global activation for digital presence and product marketing.Develop and execute on annual strategies that support North America and inform execution of brand strategy at a global level.Lead the global strategy and execution of the brand presence digitally.Support global activation of the brand strategy through product marketing aligned with brand differentiation and warehouse product portfolio.Define strategic direction for trade shows and support execution of brand strategy through experiential marketing.Make data driven decisions for product marketing via key warehouse trend data economic forecasts to determine critical product focuses.Support a buyer-enabled journey through the brand’s digital presence and make data-driven decisions and persona mapping to refine the customer journey through the digital presence and to qualified sales conversations

Direct all planning and activities related to Yale Lift Truck Technologies. Define all goals and objectives based on projections for truck and solution sales for Brand’s annual plan. Define and manage all executions related to brand plan for North America. Define brand marketing strategy for other regions. Ensure execution of regional marketing strategy and individual campaigns align with overall brand strategy.Define execution strategies for all outreach and marketing activities, including email, social media, web presence, content development, virtual events, in person events, thought leadership development, video development, public relations and paid advertising.Define print and digital media strategy and manage all paid media placements in North America. Manage brand marketing team, agency of record and other support agencies in the execution of the brand strategy. Manage annual budget.CAREER HIGHLIGHTSDefined a new brand strategy and led a global rebrand of Yale Materials Handling to Yale Lift Truck Technologies. This included new name, logo, differentiation strategy, asset updates, marketing planning and launch events. Organized all activities related to rebranding across all regions. Led all activities for internal and external launch plan in every region. Launched new branding at PROMAT, the most successful industry show for HYG to date.Led messaging development and marketing plan for two of the company’s most influential and important warehouse product launches.Successfully led the development of Hyster and Yale website and acted as project manager for all content development and deployment into new website. Was brought into project months after it had begun to salvage the execution timeline. Successfully steered launch back on track for launch in less than three months after accepting role as project manager. Performed all of my typical brand manager responsibilities while project managing website build at the same time.

Manage and direct all agency operations, ensuring that all work that enters the agency, exits the agency with the highest level of accuracy and velocity. Additionally, I provide guidance of Brand Development, Digital Strategy initiatives, Public Relations campaign, and all other marketing activities. I review all departmental performance, evaluate P&L statements across all production related departments as well as efficiency reports of the staff within those departments to accurately direct all scheduling and production in regards to short-term and long-term client deliverables as well as agency objectives.

Utilizing a wide variety of digital channels, such as contextual advertising, retargeting, PPC, SEO, social media, email marketing, reputation management, and directory maintenance, I develop integrated digital plans to align with our clients' brand identity and comprehensive marketing objectives.Additionally, I am responsible for optimizing the usability of our client's website and other digital marketing efforts. To ensure efficacy of on-site CTAs, as well as improving the value of PPC and other paid digital media placements, complex and customized tracking and A/B and multivariate testing is implemented and routinely evaluated and adjusted to boost performance and get better results for less money.What's the payoff? Better site traffic from more qualified customers, fewer barriers to entry, improved value, and of course, increased conversions. These campaigns have offset traditional media campaigns of $200,000 and above. That's the payoff.I launched the Digital Strategy department at our agency, reaching over 100k net profit within the first year. Since then, I grew the department by at least 20% year over year.

Produce copy for web and print; scripting for TV and radio; SEO; content development; concepting print, TV and radio; general copywriting; migration and development of web content on new sites.

Graphic design; oversee production of all reprographic work; large and small format printing; pre-flight spec books for printing and distribution; human relations including hiring; outside sales; quoting large scale jobs

Winner of a 2013 Savvy Award and an Award for Excellence by the National Board for City and County Communicators (3CMA); Graphic, Information, and Document Design; Press Release Writing; Script Writing; Mobile App Development; Maintaining Current Branding Standards and Updating Outdated Designs to Match Current Branding; Writing Articles for Publication in Daily Reflector's Work Week Magazine and Employee Magazine; Document Design for Weekly Publication

Updated store's website, created promotional material for website, social media presence development, a little graphic design