I am an accomplished marketing professional with more than 35 years of experience in marketing strategy, brand management and integrated marketing communications on both the corporate and advertising agency sides. What drives me is my passion for creating bold, innovative, brand strategies, marketing communications and storytelling driven by customer insight, the relentless pursuit to stand out from the crowd, and the need to evoke measurable actionI have worked for Fortune 500 companies to start-ups focused on B2C and B2B businesses in technology, renewable energy, construction products, and a variety of consumer goods. I have managed budgets up to $15M and teams from 2 to 30, leading, inspiring, and motivating those teams to create industry leading work.Most Recent Highlights at Summit Energy:• After conducting a comprehensive competitive review, we learned the category was made up of indistinguishable companies to homeowners in the way they positioned themselves. We coined this the “solar sea of sameness” which presented a strong case for developing a compelling brand value proposition to differentiate Summit from the competition and position the company for competitive advantage.• Led the development of a compelling and differentiating brand value proposition called “The Electric Home” which increased lifetime customer value beyond just the solar system to include products like battery storage, EV charging, and smart electrical panels. We also developed a unique sales support strategy, entitled “The Math Doesn’t Lie”, to help separate Summit from unethical selling practices in the industry and provided Summit with a tool to simplify a very complex, intimidating sales process to the average homeowner.• Provided product marketing support for new product offerings like CertainTeed’s Solstice solar shingle and Summit’s Performance+ service plan for orphaned solar systems. • Reorganized the marketing department to allow our two marketing specialists to manage and execute an aggressive and strategic social media program to drive lead generation and revenue, assist with Summit's aggressive sales recruitment efforts, build brand awareness, and ongoing engagement within a modest but fast growing Summit Community. Content was primarily video consisting of mostly reels with a mix of humor, education and other unique techniques to attract interest, attention, measurable engagement and metrics. Key to our success with metrics included the use of Google Analytics and customized landing pages using the combination of UTM parameters and custom Bitly URLs.
Listed skills include Inbound Marketing, Marketing Automation, Demand Generation, Marketing, and 24 others.
