Brandon Lutz Email & Phone Number

Amsterdam, Nh, Nl

Amsterdam, North Holland, Netherlands

Lead the global above-the-line media strategy for Miro, focusing on growth marketing and brand uplift in the B2B SaaS space to grow customer acquisition and brand through the use of non-traditional or above the line marketing channels. This work includes:» Ability to scope and research the perspective media channels and how it can support our business and negotiating directly with media vendors on its behalf as well as doing so across different geos.» Partnering with Analytics teams to design experiments that ensure best practice measurement of our integrated campaign executions.» Working in tandem with Brand and Product Marketing teams to ensure messaging and creative align with target audience pain points for our B2B SaaS offering, and providing feedback to those teams on the success or failure of experiments and creative messaging.» Implemented Miro's global podcast advertising program, generating 115% ROAS and 106% year on year incremental new user growth with statistically significant uplift in aided awareness in both US and German markets» Launched TikTok channel, which resulted in 235K organic reach, 875K reach from influencers, 4.4% engagement rate, and ±11,100 followers at TikTok for Miro.

London, England, United Kingdom

» Activated 6 new advertising programs across audio, direct mail, OOH, and influencer marketing across the US to drive incremental user acquisition and engaged user growth generating over 19,800 incremental new users and generating over 30M in incremental monthly reach towards key audiences » Reduced creative development timelines by 50% from 16 for audio and YouTube ads» Scaled programmatic podcast program to evergreen in the US with 3 key lift experiments generating a ±10% conversion uplift below target CAC at a 90% confidence interval

London, England, United Kingdom

» Managed team of 10 mid-level marketing and media executives with 3 media advertising agencies to drive over 5,435 quarterly incremental applications across 41 fulfillment centers across Germany, Italy, Spain, and France» Reduced cumulative radio media costs by 27% (1.1M EUR) through realigned buying strategy in Germany» Increased application output driven by Indeed by 17% through realigned hiring model from hub and spoke model to nodes

London, England Metropolitan Area

» Generated 4MM USD in sales pipeline and contributed to ±475K in closed pipeline via SEM, SEO, and email programs across all business segments» Overhauled German and French website and paid search localization strategies, increasing our YoY traffic by 45% and demo requests by 73%

County Dublin, Ireland

» Managed awareness, acquisition, and lifecycle programs in Germany, France, Netherlands, Switzerland, & Belgium with a total annual budget of over 25M USD including TV, audio, paid search, OOH, and direct mail.» Successfully planned and launched 40+ international marketing tests across offline & online, including paid search, direct mail, radio, television, email. This includes both CRM and demand-gen programs.» Responsible for the strategic development and rollout of customer lifecycle programs in non-English Europe, touching Upsell, and Reactivation.» Successfully drove 55% year over year growth in spending advertiser acquisition driven from offline demand-gen programs in Germany, 64% in France, and 30% in the Netherlands. This represents the third consecutive year of marketing growth for my regions.» Presented with Indeed’s Exceptional Marketing Award due to work in successfully launching several net new programs including first radio campaigns across our Benelux markets (NL, BE), launching our first SEM campaigns in BE and MX, and assisting with an A/B Test on our Germany site which led to a 20% lift in spending advertisers, which was the one of the largest percent increases in A/B testing Indeed had experienced internationally in a non English market.

Austin, Texas Area

» Oversee marketing budget exceeding $20MM USD for omni-channel acquisition campaigns (Direct Mail, SEM, Email, Radio, TV) for 5 key European markets: Germany, Switzerland, France, Belgium & the Netherlands» Drove YoY SEM customer growth by 75% in Germany, 118% in France, and 167% in the Netherlands driven from online acquisition. » Planned and delivered on offline campaigns (primarily Direct Response Radio, Mail, and Direct Response TV) that resulted in YoY customer growth of over 400% in Germany and 183% in the Netherlands from offline media channels » Aligned strategy and product teams to commit to 2x funnel improvement test projects within our self-serve product based on local UX research within DE and FR. Results of tests showed a 23% increase in account creations in DE and a 25% lift in spending advertiser conversions in France, the largest either market had seen to date. » Own B2B marketing relationship with Media and Creative agency partners in market to ensure delivery and alignment of key quarterly media plans.

Austin, Texas Area

» Assisted Marketing Manager for SMB International with launching offline radio and direct mail tests for key EMEA Markets (UK, DE, FR, NL)» Drove 66% YOY Growth in revenue goals driven from SEM initiatives in both the Netherlands and Germany and 251% revenue growth in France due to SEM » Executed B2B SEM strategy and optimization for over 14 key non-US markets, including multiple search networks (Google, Bing, Yandex, Yahoo) in a variety of languages. » Worked closely with business intelligence and in-market teams to ensure KPIs delivery as well as advocate for sound testing methodologies that are used to measure effectiveness of off and online campaigns, which include holdout analyses, incremental life analyses, and A/B testing

Austin, Texas Area

» Lead in the creation and implementation of both organic and paid social campaigns with an annual budget of at least $2MM for the North America region surrounding 3 key IBM Analytics business solutions: IBM Cognos Analytics, Watson Analytics, and IBM SPSS» Plan, execute, and optimize with the assistance of agency partners display campaigns (both prospecting and remarketing) totaling 2MM USD for North America region surrounding IBM Cognos Analytics and IBM SPSS » Collaborate closely with internal teams and agency partners to deliver quarterly social media strategies & perspectives on emerging marketing trends in social media in the B2B marketplace » Work with agency partners to create and implement campaign optimization strategies surrounding organic web traffic and paid media executions

Austin, Texas Area

Accounts: New Mexico Tourism, Supreme Protein, Pursuit Rx, Dymatize Nutrition, Ole Smoky Moonshine, Sharpe Vision» Built over 14 plans over 6 clients in association with the Media Director for both online and offline media» Contacted vendors, collected rates on various platforms and negotiated for rates and added value pieces » Scheduled and purchased radio, TV, OOH, transit, experiential, and print across national and major markets» Aggregated market and consumer research for new and existing business development and applied those research points to traffic and performance reports for clients » As part of the NM Media team, contributed to shattering tourism records for the state. The 2014 True campaign resulted in a 3-1 return in tax dollars earned to media dollars spent and a 30-1 return in dollars spent by tourists that would not have visited NM without campaign influences versus media dollars spent. (Longwoods 2014)

Bachelors Of Science, Advertising

Activities and Societies: Phi Delta Theta, Order of Omega, Student Government, Texas Exes, Texas Interfraternity Council, Texas.

German Language And Political Science