Steven Elwell Email & Phone Number

Bedminster, Nj, Us

• Brand + Media Strategy: Plan, develop and manage the execution of an 8-figure annual “Feed the Growth” media investment plan designed to deliver against increasingly higher revenue goals. Achieved a minimum 27% YOY sales growth and 14% increase in household penetration every year from 2017-2023• Platform Solutions: Headed multiple pitches to educate executive-level decision makers and secure their buy-in on martech systems, including a new consumer data platform that increased conversion rates by 22%, and reconstructing/re-platforming the company’s email marketing flows to boost open rates by 15%• Content Strategy: Up-leveled the system for briefing, creating and trafficking bi-monthly batches of hundreds of units of ad creative for display, OTT, paid search, paid social, podcast/streaming, and influencer. Resulted in ecommerce campaigns consistently earning 4x ROAS• Team Building: Lead and inspire a team of 5 in-house marketing and ecomm specialists, along with 7 agency partners (media, creative, PR, influencer, SEO, development, and production) to increase aided brand awareness from mid-20s to over 50% as of 2023• Leadership: Bridge communications and workflows across departments to solve organization-wide business challenges, including the launch of a DTC business segment with the Innovation team, development of a veterinary database with the Vet team, and a rebuild of the careers portal with the HR team• Customer Experience: Executed the relaunch of freshpet.com and continuously optimize awareness/consideration/acquisition funnel to our Store Locator and Buy Online tools in the US, Canada & UK. Increased buy rate by 95% from 2017-2023• Product: Create go-to-market plans for Nature’s Fresh (first fully sustainable pet food brand), and Spring & Sprout (first fresh plant-based dog food), and Homestyle Creations (small batch formula), resulting in most successful product launches to date

New York, New York, Us

• Developed new business portfolio for VML's New York office, preparing and pitching social marketing programs with 80% win rate• Managed a team of 10 in acquisition strategy and growth marketing for Chevron Havoline, Delo, and Techron brands, resulting in 68% YoY improvement in online lead generation• Social strategist for Motorola, leading global restructuring of the brand’s social channel architecture to improve messaging consistency and reducing duplicative creative work across the network. Increased global brand engagement by an average of 22% per region• Key leader in building VML New York’s capabilities in performance marketing (marketed as “Commerce”), bringing together cross-functional teams to produce new incremental revenue stream topping $3.7M

• Developed growth/paid social plan for NYC-based cruise line, resulting in a 25% increase in holiday and summer bookings• Lead consultant in rebranding for fantasy sports site FanDuel, creating a brand identity that received a 2x improvement in recognition and recall• Created the foundational best practice playbook for content packaging, tone of voice, and social posting tactics for NYC-based global news organization

New York, Us

• Developed and launched agency’s first Content Marketing practice, with 10 new service offerings including Customer Journey Mapping, Editorial Calendar Development, and Brand Playback Reporting • Led cross-disciplinary teams to build digital messaging platform, naming, brand voice and personality strategies for Hertz, GE, Microsoft, and Nissan

New York, Ny, Us

• Supervised team of six in the creation and management of paid/organic social campaigns for clients including Coca-Cola, Toyota, H&R Block, Checkers/Rally's, and more• Worked in partnership with Expion to develop content management system and analytics dashboards• Head social copywriter; ran workshops for client/staff education • Crisis/response communications specialist; developed protocols and mitigation tactics for social• Steered department’s resourcing (hiring, retention and termination of staff) and role creation/employee training

New York, Ny, Us

• Led content strategy for H&R Block, resulting in a 40% increase in share-of-voice over tax season• Created and managed social campaigns for Fanta, Simply Juices, Canon and Lysol• Served as subject matter expert for clients and in development of agency POVs • Established goals, KPIs and reporting for clients and ensured team delivered within scope • Researched, determined and managed relationships with technology partners

New York, Ny, Us

• Ran social strategy across Facebook, Twitter and YouTube for Sprite, Lysol, Chips Ahoy!, and more• Built several communities from scratch to reach over 1M fans each• Developed consumer relation management system to streamline daily community responses from brand teams• Created weekly and monthly insight reports and presented to senior level clients• Organized and ran internal digital training sessions to educate other practices on social media

New York, Us

• Developed and executed digital comms strategies for clients including Tourism New Zealand, Michelin, Curacao Tourist Board, Pringles, and Godiva. On average the organic engagement for these brands increased between 2x to 4x • Day-to-day manager and client contact for social media and digital communications campaigns• Organized and ran internal digital training sessions to educate other practices on social media • Grew revenue as new business team’s digital specialist• Developed and managed Facebook applications, celebrity blogger campaigns, brand Twitter accounts, consumer generated content websites, blogger events and social media measurement strategies

New York, Us

• Identified and built relationships with key bloggers, placing stories in high-traffic blogs for HP, Curacao Tourist Board, Pfizer• Monitored and reported on client media coverage, developed contact lists and pitch emails, directed press trips• Drafted original content for global client website launches

New York, Us

• Developed marketing initiatives and traditional trade outreach for Hill & Knowlton US corporate team• Served as agency’s internal US web editor; wrote US quarterly brochures, advertisements and commercial scripts• Wrote US quarterly brochures, advertisements and commercial scripts• Developed “H&K Experts” microsite for journalists• Day-to-day lead on Curacao Tourist Board account; ran two press trips to the country

• Wrote business tech features, travel profiles, book reviews and product analyses

• Supervised staff of six section editors producing 24-pg weekly publication• Created and launched SJUHawkNews.com• Organized layout and copy-edited final editions• Generated $25k in profit from new ad sales model

• Assigned, wrote and edited weekly feature stories• Designed weekly color spread and graphics for all sections• Wrote news, obituaries, feature stories and humor column

Ms, Journalism

Ba, English