Scott Larson Email & Phone Number

Steamboat Springs, Co, Us

Steamboat Springs, Colorado

Honey Stinger makes great tasting and unique honey-powered sports nutrition to help elite and everyday athletes prepare, perform and recover at their best. They offer a diverse range of products including a variety of waffles, gels, chews, bars and more, providing natural, sustained energy for every endeavor. As the Senior Brand Manager I led the development of a strategic and forward looking brand positioning, launched three new products, managing the final commercialization steps along with creating multi-channel consumer facing campaigns for the first time in the history of the brand. I managed 3 direct reports with responsibilities over traditional brand activation as well as overseeing Consumer Relations. I established processes, procedures and tracking to provide best in class service with a human approach.

Beaver Creek

Beaver Creek Resort, a part of Vail Resorts, is the world’s best luxury family resort. They offer one-of-a-kind vacations with a rare combination of unique experiences designed to be shared and service that exceeds expectations. As the Brand Equity Manager at Beaver Creek I distilled the existing brand position to be actionable and aligned our outbound messaging with the resort’s true ownable story. Using the brand positioning as the foundation, I developed omni-channel brand campaigns, aligning guest motivators with the key differentiators for Beaver Creek. The positioning and campaign spanned across all products and experiences to complete the guest journey in-resort.At an enterprise level, I was the peer leader for the Resort Brand Equity Teams and led the development of our Team Mission, Vision and Purpose as well as our Annual Objectives. I acted as a Resort representative for many enterprise initiatives including participating in the Ski School Action Team where we launched Vail Resorts new data drive Ski School marketing approach.

Bellvue, Co

Developed the strategy and communication to noosa’s current consumers and fans. Ensured this communication was in the voice of the brand, and aligned with the larger brand strategy, plan and communication without alienating current fans of the brand. • Charged with developing a plan to activate noosa’s extremely passionate fan base, letting their fans know they’re being heard, and turning their fandom into advocacy and increased loyalty.• Managed noosa’s social media strategy and execution, leveraging each platforms capabilities and users to maximize opportunities for both awareness and rewarding noosa’s fans. Work with Media & Planning Agency to develop a strategy for promoting posts to fans and non-fans.• Lead field marketing activation, ensuring that we showed up in the right place, with the right people, at the right time with a zero sponsorship budget. Stayed top of mind with internal constituents to leverage field teams by Sales, PR and Advertising added value opportunities.• Created, honed and executed activation for noosa’s most valuable consumers. Executions range from email newsletters to surprise and delight for fans on social media to direct email messages alerting fans of returning discontinued flavors.• Managed noosa’s Consumer Relations Team, ensuring that all emails were handled in a timely manner and that accurate information was passed along to QA so that corrective action could be taken when necessary.

Bellvue, Co

Managed noosa’s consumer facing messaging and touchpoints from incoming consumer messages to social media, public relations and paid advertising. Increased national share from .5% to 2%, tripled sales and become the top yogurt brand in the Denver DMA.• Worked with Director of Marketing to develop a sustainable and differentiated brand positioning for noosa from which all communications and tactics unfolded from.• Oversaw the launch of nine new flavors from 2013 to 2015 and introduced 2 new product sizes. Armed the sales team with strategic selling decks to help sell the items into existing accounts and justifying an increase in noosa’s shelf-space using syndicated data. Organized social media, newsletter updates, field marketing, public relations and in-store samplings to ensure the success of new flavor launches.• Organized social media, newsletter updates, field marketing, public relations and in-store samplings to ensure the success of new flavor launches.• Lead the request for proposal process for field marketing agency, public relations firm, and advertising agency. Ensuring we had the best partners from both a capabilities and cultural fit.• Worked with noosa’s media planning and buying agency to introduce noosa to potential noosa consumers in 5 key markets. Media included Out of Home, Google Ad Words and Display, Custom Content, Facebook, Twitter, terrestrial and online radio.• Implemented tracking and measurement tools to ensure a positive ROI and an increase in brand equity as new fans were acquired. • Monitored, tracked and created reports on sales data and trends for noosa, competition and category via syndicated data. Lead the integration of syndicated sales data into a 3rd party system for advanced analytics and enhanced visibility within the organization.

Boulder, Co

Part of EVOL’s marketing team tasked with building the EVOL brand and driving trial and awareness on a national level. We identified and honed in on our target audience through research and created outreach via 3 key pillars; digital, public relations and sampling.• Responsible for developing and executing a cost effective digital and social media strategy. • Developed a clear understanding of EVOL’s category dynamics through Nielsen’s sales data.• Worked closely with the Brand Manager on consumer research initiatives.

Part of IZZE's marketing team charged with building the brand's awareness and perceptions nationally. Involved in all brand development activities including continuous honing of the target/positioning as well as brainstorming and execution of marketing tactics.• Managed marketing budget: worked with finance team to track marketing spend against overall P&L goals, processed and tracked invoices, managed year-end accrual and monthly reporting. · Lead Digital and Social media Initiatives for IZZE · Managed PR related activities · Oversaw packaging development process: liaised with creative agency, scientific and regulatory, sales, operations and legal to update and create new product packaging.