Darin Cannon Email & Phone Number

• Lead the development and execution of an integrated digital strategy that encompasses website optimization, search engine marketing (SEM), social media marketing, content marketing, and paid media advertising.• Stay abreast of industry trends and identify new digital marketing opportunities to maximize ROI.• Oversee all aspects of digital media planning, buying, and campaign management.• Manage and mentor a high-performing team of digital marketing specialists.• Collaborate with cross-functional teams (e.g., product, sales, creative) to ensure digital initiatives are aligned with overall business goals.• Analyze website traffic, social media engagement, and campaign performance metrics to identify areas for improvement and inform future strategies.• Develop and implement a robust digital analytics framework to measure the success of our digital initiatives.• Stay up to date on the latest martech solutions and identify opportunities to optimize our technology stack.

• Brand Strategy: Develop and execute a comprehensive brand strategy that aligns with Rather Outdoors vision and values. Make Zebco the brand "Taught America How to Fish.”• Marketing Campaigns: Lead the development and execution of integrated marketing campaigns across various channels, including digital, social media, print, and retail.• Product Marketing: Collaborate with product development teams to ensure that new products are launched effectively and meet market needs. Developed the 75th Anniversary campaign with a limited-edition commemorative reel exclusively sold through Wal-Mart. • Market Research: Conduct market research to identify trends, opportunities, and competitive landscapes.• Brand Partnerships: Establish and manage partnerships with key influencers, retailers, and industry organizations. Managed relationships with several state agencies, non-profits, charities and pro staff.• Brand Management: Oversee brand guidelines, ensuring consistency across all touchpoints.• Budget Management: Develop and manage marketing budgets to maximize ROI. • Team Leadership: Lead and mentor a team of paid media, social media, and content coordinator providing guidance and support.

Holly Springs, Nc, Us

Member of the senior leadership team providing strategic business planning within the product development, marketing, and brand teams for the OFM family of Home Office and Gaming furniture brands.• Built the road map to position the RESPAWN brand as a top 3 brand in the gaming furniture category by 2023.• Maximized marketing investments by focusing on-demand generation and performance marketing to support a $140M business.• Built a new product portfolio focus on unique, innovative, consumer-first products to bring $12M incremental net sales and $1.4M in EBIT to 2022.• Created and executed the plan to improve DTC performance to 2x current revenue and make DTC 15% of total revenue by 2024.• P&L responsibilities for product and marketing departments to achieve organizational EBIT goal or $10M by 2024..• Developed strategic partnerships with top gaming teams and influencers to develop co-branded licensed products.• Created the portfolio performance and market insights department to drive data-based retailer assortment and product development.• Realigned the creative and UX teams focus on consumer personas and best in class digital content for trade partners and DTC experience.• Lead change management initiatives for product development process, go-to-market strategies, brand growth, and sales engagement.

Austin, Texas, Us

• Oversaw all aspects of e-commerce and omni-channel strategies, operations, planning, execution, and analysis of 20+ ecommerce accounts including Amazon, Wal-Mart, Wayfair, Home Depot, Overstock and Target with $25+ million annual revenue performance. • Maximized product category sales by driving strong marketing promotions, defining future assortment pipeline, and reacting to industry-related trends. • Increased sales 53% by cultivating and maintaining a strong relationship with Wayfair to become a valued partner within Flagship and Lifestyle Brands.• Achieved 2-year sales growth over 48% each year with Amazon to become top frame and wall décor vendor. • Improved order fulfillment by 51% by streamlining operation processes within the domestic fulfillment centers in AR, TN & IL without capital investment.

Carrollton, Texas, Us

• Advanced marketing objectives for $12M operator of DTC brands.• Developed annual marketing plans, budgets, and agency partners for growth and profitability. • Lead the business transformation team to develop DTC site while reducing bounce rate by 32% and increase conversion rate by 53%. • Achieved 13% COGS by effectively allocated budget resources for DTC paid search accounts.• Improved organic traffic by 20% by improved content and SEO strategies.• Achieved 20% COGS through Amazon Seller Central account by developing campaigns for Prime Day and holiday season.

Carrollton, Texas, Us

Drove the product roadmap and strategy via leading a cross-functional team to build and deliver high-quality products for a growing customer base.  Increased sales by 19% in 2015 for owned categories driven primarily by new product launches. Achieved 10% FOB cost savings by analyzing customer reviews and competition to re-engineer current product lines. Developed a Flagship line of products based on market research focusing on fashion and quality. Met and negotiated with Taiwanese material factories on new material construction and colors to hit target cost.  Collaborated with the Chinese production factory on developing construction processes and quality controls for new and existing construction.

Plano, Tx, Us

Joined leading U.S.-based beverage producer managing 50-brand product portfolio to ensure strategic planning and analysis. Prepared and submitted quarterly national/local account sales reports and bottler buy-back analysis to senior sales and finance management.  Credited for development of new seasonality model enabling improved accuracy for field sales forecasting. Led project team tasked with designing, developing, and implementing Business Objects web reporting tool providing field sales teams with real-time data. Created coverage plans to support field sales teams in validating contracted account compliance and tracking volume performance during rollout of new Coke Freestyle equipment. Increased accuracy of volume rebate and signing bonuses by 93% by developing contract management database.

Purchase, New York, Us