Kip Mcdaniel Email & Phone Number

Fort Mill, South Carolina, United States

Manage the creative process and direct the creative team in the production of marketing content - print, digital and video assets. Develop strategic marketing plans that support the long-term strategy of the company that grow the skylight/skysystems category and the VELUX brand for both residential and commercial markets.

Durham, North Carolina

Management and execution of marketing initiatives to promote Cree's industry-leading LED lighting product offering to various target markets, in support of the overall marketing and business strategy goals. Key deliverables include advertising, events, collateral, web/email communications, case studies, sales/training aids, direct mail, product packaging and POP/merchandising. Collaboration across functional areas including product marketing, channel marketing and sales to ensure consistent and effective integration of overall Cree branding, channel and product-specific messaging across all marketing mediums.• Work closely with marketing, sales leadership, and other internal customers to effectively produce marketing communication materials that meet strategic business initiatives.• Develop and implement integrated marcom plans using the most effective mix of channel and media to support new product launches, sales promotions, events and other sales/marketing programs.• Design and execute timely distribution of print and electronic materials.• Source and coordinate product and application photography and/or video production.• Manage external vendors for print and online initiatives.

Apex, North Carolina

Leadership and strategic direction for marketing communications of a $1.3 billion international hand tool and power tool company. Global responsibility for managing a consistent brand identity for 36 brands such as Crescent, GearWrench, Lufkin, and Wiss. Project management of marketing materials for consumer/retail and industrial channels of distribution for three unique business units: Hand Tools, Power Tools, & Electronic Tools. Experience in served markets: Retail/Home Centers, Hardware Stores, Industrial Distributors, Aerospace, Motor Vehicle Industry, and Electronics Assembly Supply. Direct a team of in-house creative professionals: Creative Director, Art Directors, Graphic Designers, Copywriter, Photographer, Web Designer/Developer,Merchandising Manager, Packaging Engineering Manager, and Events Manager. Commercialization of new products by development of product name, logo, identity, product launch materials, advertising, press releases, and social media.• Direct in-house design team in the development of product packaging/merchandising concepts for customer line reviews and seasonal promotions that contributed to increased sales and market share gains with high volume retailers and industrial distributors such as Lowes, Home Depot, Sears, and Grainger.• Led a team of designers in the creation of a corporate identity for the newly formed Apex Tool Group, including company logo, website, stationery, and marketing materials for worldwide deployment.• Created an online project management system that streamlined workflow, improved productivity, and enhanced communications between marketing managers and creative team members.• Spearheaded the creation of a new retail trade dress identity for the historic Crescent brand that enhanced product at retail and enabled exciting new product extensions.• Designed a national advertising campaign for one of the focus brands, GearWrench, that contributed to increased sales and brand awareness in the industrial channel.

Apex, North Carolina

Promoted to a key leadership role in marketing communications for a $800 million international hand tool and power tool company. Directed a dedicated in-house design team to maximize their talents and produce highly creative marketing materials that exceed client expectations while delivering exceptional cost-savings. • Contributed to sales growth with major retail customers by quickly producing product merchandising concepts for promotional opportunities with Lowes, Home Depot, Ace Hardware, and Costco.• Developed a NASCAR motorsports promotional program that generated $5 million incremental sales.• Designed a centralized network of digital artwork assets to streamline workflow and increase productivity.

Raleigh, North Carolina

Management and development of creative marketing communication materials that supported the marketing department of a $400 million international consumer/industrial hand tool company. Leadership of an in-house team of creative professionals that produced an average of 400 projects annually.• Directed a cross functional team in the development of a dynamic product information management system that improved the company website by enabling customers 24-7 access to product details and downloads.• Designed and contributed to the production of a 30-second national TV commercial for a new consumer hand tool product, Crescent RapidRench, that doubled sales at The Home Depot stores.

Raleigh, North Carolina

Built and managed an in-house creative department to replace an external advertising agency. Hired creative talent, purchased equipment, established department structure and workflow procedures. Realized a cost savings of $1 million within the first year verses outside agency fees.

Lincolnton, North Carolina

Produced creative marketing materials such as advertisements, catalogs, brochures, logos, retail consumer packaging, and point-of-purchase displays for clients including: Homelite, John Deere, Allibert/Rubbermaid, Sears/Craftsman, Vermont American Tool, Cooper Tools, Freud, Regent Lighting, and Holiday Inn.

Lincolnton, North Carolina

Played a key role in the startup of an in-house creative department and managed a team of graphic designers in producing marketing communication materials for power tool accessory products. Realized a cost savings of $700,000 within the first year verses outside agency fees.