Dan Lyle Email and Phone Number

Started as a part-time, freelance graphic designer for the company in 2018 and eventually began helping the company with bigger marketing and branding initiatives. Was brought on full-time in January of 2020 to oversee all B2B and B2C marketing and branding. Helped launch a national brand and went from $0 to over $4M in sales in 10 months with customers in all 50 states and several countries.• Directed six outside agencies that handled two web sites, social media advertising, broadcast TV advertising, OTT advertising, digital advertising, search engine advertising, podcasts, public relations, and video production.• Supervised a team of three people that were responsible for social media, marketing, and customer service.• Supported an international sales team with custom presentations and literature creation.• Designed labels and packaging for over 60 SKUs including the creation and management of all company barcodes.• Worked with Pilot/Flying J to launch a private-label sanitizer in 500+ travel centers.• Launched and managed company YouTube channel with more than 50 public and private videos with over 50K views.• Consulted with individual Ionopure® distributors across the country on best practices in marketing, advertising, and branding to drive traffic to their local stores.

Oversaw the B2B and B2C marketing efforts of the company, helping to take the company from $10-$30M in sales in four years. Responsible for all graphic design, photography, 3D modeling, video, print advertising, digital advertising, web sites, trade shows, special events, internal communications, public relations, building signage, product packaging, media relations, writing, editing, SEO, and more.• Reduced the Company’s Dependency on Outside Agencies and saved the company over $80K in the first year.• Built an in-house photography studio and saved the company over $30K in the first year.• Completely rebranded the PTM Edge® retail line of products to elevate it to the industry’s premium brand of boat mirrors and accessories. This included premium packaging that actually saved the company money, new ad campaigns, new videos, and new tradeshow displays.

Initially hired as Marketing Communications Manager and was promoted to the newly created senior level marketing management role to oversee the development, implementation, and administration of marketing automation, lead generation, and management of two web properties. Following promotion in 2013 to Senior Marketing Communications Manager, retained and continued to perform all functions from previous role including creating all marketing materials, online sales support tools, event management, content generation, and marketing material inventory/shipments. • Implemented marketing and lead generation efforts, in collaboration with the sales team, that successfully increased the number of software demonstrations for potential new hospital accounts by 200%.• Developed and hosted the company's first ever webinar offerings using WebEx, attended by up to 300 hospital representatives, that educated existing customers or provided information on software value and current industry trends for potential sales prospects. • Reduced printing costs from $80,000 in year one to $5,000 in year nine by developing an extensive PDF library, negotiating printing costs, and monitoring the execution of services with printing vendors. • Developed several customized, online sales support tools including an innovative ROI calculator with a series of questions for healthcare administrators that provided specific information on potential cost savings that could be achieved with White Stone Group’s medical software.• Directed event management of 50+ trade shows annually, two corporate events, and Board meetings by overseeing and providing leadership direction to the Marketing & Events Coordinator.• Improved impact of print and web marketing by generating all marketing materials including sales literature, presentations, company newsletters, magazine ads, web banners, tradeshow displays, and website content.

Promoted from Marketing Communications Manager to Director of Marketing Communications to oversee the development and implementation of marketing strategies/programs, manage a $1 million annual budget, and provide leadership direction over seven employees in four divisions (Marketing Communications, Digital Document Center, Sales/Marketing Literature, Trade Shows & Exhibits).• Implemented cost controls that reduced annual budget by $10,000+ each year ($140,000 in the first year) and consistently came in under budget through the strategic utilization of in-house resources.• Reduced printing costs $50,000 a year by purchasing/installing print on-demand equipment that cut expenses from unused literature, minimized literature inventory, and eliminated the need for outsourced printing services.• Minimized dependency on contracted photographers and graphic designers 50% by personally performing graphic design and photography services.• Streamlined inventory management and order tracking of sales/marketing literature through the development and implementation of an improved computer system.• Substantially cut time required to fill requests for sales/marketing literature by directing the development of an online database that automatically posted electronic versions of company literature on the website and intranet.• Designed a new system that improved the organization, retrieval, and company-wide access to more than 500 videos and CD-ROMs in archive.• Edited four monthly newsletters, catalogs, and assorted literature pieces.