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Unlocking brand equity by combining big-idea marketing with research-grounded execution! This encapsulates the recurring theme throughout my career. As a consistently high-performing Marketing Executive, my contributions, solutions, and results have been acknowledged at the company as well as national industry level. My 15+ years of surpassing business goals in a variety of industries for a multitude of products and services in both B2B and B2C organizations, has given me a unique blend of consumer and business perspectives.Having worked for market leaders to smaller companies, I have broad experience using highly effective marketing strategy to both drive revenue streams and steer a sustainable return on marketing investment. Creativity, strategy, and fact-based, quantitative thinking defines my marketing leadership style; this and the following skills have been the cornerstone of my success. MARKETING STRATEGY W/ MEASURABLE RESULTS: Currently delivering a return on marketing investment (ROMI) of 5.5:1 for company's most important growth segment. .DATA-DRIVEN COMPLEX PROBLEM SOLVING: Saved $595,000 annually by rethinking and reformatting stale content while also improving SEO.EXCEPTIONAL LEADER OF LEADERS: Known for setting a vision and empowering people to figure it out with history of growing marketing from tactical tool to strategic business partner—led teams of ≤ 40 and ≤ $31M budget.CORE COMPETENCIES: Brand Strategy ◆ Digital Marketing ◆ eCommerce Management ◆ Strategic Leadership ◆ eCommerce ◆ Go-To-Market Innovator ◆ Market Research ◆ Demand Generation ◆ Advertising ◆ Marketing Analytics ◆ Product Marketing ◆ Sales Enablement ◆ Content Marketing ◆ Omni-Channel Marketing ◆ Public Relations ◆ Social Media ◆ Crisis Communications ◆ Media Planning & Buying ◆ Internal Communications ◆ B2B Marketing ◆ B2C Marketing ◆ B2B2C Marketing ◆ Integrated Marketing ◆ Thought Leadership ◆ Lead Generation I enjoy meeting new people and hearing new perspectives. Reach out if you want to talk to me about emerging marketing trends, omni-channel marketing campaigns and analytics, or the best road trip destinations.
Mom'S Meals | A Purfoods Company
View- Website:
- momsmeals.com
- Employees:
- 1116
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Vice President MarketingMom'S Meals | A Purfoods CompanyDes Moines, Ia, Us
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Vice President MarketingMom'S Meals | A Purfoods Company Aug 2021 - PresentAnkeny, Iowa, UsPosition Scope: Multi-million dollar budget | Lead team of 10 marketing professionals | Senior executive-level position reporting to the CCO.◆ Delivering a ROMI of 5.5:1 -- reinforcing the strong performance and profitability of the marketing strategy in achieving company growth objectives.◆ Evolving brand messaging to deliver upon company mission and long-term strategic priorities. ◆ Led design and development of new eCommerce platform ◆ Increased web site engagement rate through a redesign focused on a more intuitive, mobile-friendly experience.◆ Transformed marketing operations and governance to increase team efficiency and effectiveness.
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Head / Director Of Marketing & CommunicationsWellmark Blue Cross And Blue Shield 2013 - Aug 2021Des Moines, Iowa, UsPosition Scope: $14M Budget | 5 direct / 35 indirect reports | Executive-level position reporting to SVP.◆ Define direction and vision for B2B / B2C / digital marketing, creative, public relations, social media, and internal communications, slashing turnover from 17% to just 5% in 12 months.◆ Deliver 9-fold return on investment (ROI) per new customer compared to net present value (NPV) by developing 3-year comprehensive strategy on flat budget to capture customers with 2x margin in untapped market.◆ Catapult customer self-service purchases 97% with subsequent 31% jump in closed leads after launching creative response-driven marketing campaigns with clear call to action (CTA).◆ Capture 41% larger online audience (120% above industry average) and fueled 15.7x higher click-thru rate by building brand-new content marketing engine. ◆ Grow customer loyalty metrics for 1st time in 3 years and 6 successive years by creatively using historic company event to generate fully-integrated paid, earned, and owned marketing approach.◆ Empower teams, aligning individual talent with business goals, resulting in receiving top 1% performance rating.◆ Improve production efficiency 500%, completely overhauling content planning using 60% of content across channels. -
Manager / Team Lead Of Brand CommunicationsWellmark Blue Cross And Blue Shield Apr 2011 - 2013Des Moines, Iowa, UsPosition Scope: $5M Budget | 14 direct reports | Director-level position reporting to VP of Marketing◆ Inaugurated current brand promise and positioning, guiding multi-phase research initiative (quantitative and qualitative), leading vendor negotiations, and developing entire marketing campaign, cementing community confidence and trust.◆ Propelled CEO into national spotlight as thought leader with creative messaging campaign, securing 39% more positive coverage with national outlets such as Wall Street Journal, Modern Healthcare, Fox News, and New York Times.◆ Pioneered use of “Heart, Mind and Soul” marketing model for brand planning (3-years ahead of competition), pinning down unique value proposition (UVP) on consumer emotional connections. ◆ Grounded branding strategies and tactics in research to align brand equity with consumer decision-making dimensions. ◆ Added “end customer” survey metrics to assess performance of graphic designers, enabling productive coaching conversations and 1:1 mentoring.◆ Transformed subjective PR measurement into objective tool driving 200% improvement in earned media value.
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Vice President, Client ServiceZlr Ignition 2007 - 2011Des Moines, Iowa, UsZLR is a small full-service branding and marketing communications agency Position Scope: ≤ $5M budget | 3 direct reports | Reported directly to CEO◆ Increased profitability of every client while simultaneously expanding billable hours by setting benchmarks that aligned project scope and schedules with agency capabilities.◆ Increased applications 24% for 1-800-BETS-OFF gambling treatment program after initiating research, facilitating focus groups, and developing and testing key messaging.◆ Doubled brand awareness with major client’s desired target audience by directing multimedia and PR campaign. ◆ Boosted website traffic 107% for single client after implementing robust search engine optimization (SEO) strategy.◆ Expanded existing client spend 10% by allying strategically with interactive agencies to help drive website-related work.◆ Recovered $60,000 in potential losses stemming from client disagreement by fostering climate of mutual trust and openness. -
Integrated Marketing ManagerPella Corporation 1997 - 2007Pella, Ia, UsPella Corporation designs and manufactures windows and doors for both residential homes and commercial applications. Employs 8,000+ people, has 17 manufacturing locations, and more than 200 showrooms across the country.Position Scope: $31M budget | 1 Direct Report | Reported to Director of Marketing ◆ Powered increased sales by co-developing system with IT to funnel website leads into Sales CRM and to track ROI of national marketing campaigns— system still in use today, 15+ years later! -
Product Marketing ManagerPella Corporation Jan 2000 - Apr 2002Pella, Ia, UsPosition Scope: Multimillion-dollar P&L | 6-person matrixed team | Reported to Director of Product Marketing ◆ Engineered go-to-market strategy for new Rolscreen product, planned launch at the International Builders’ Show, held press events, and secured on-camera interview with the Bob Vila Show.
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Customer Satisfaction Linkages ManagerPella Corporation Sep 1997 - Jan 2000Pella, Ia, UsAnalyzed and communicated customer satisfaction research to internal audiences as well as to Pella's dealer network.
Tracy Jo Smith Skills
Tracy Jo Smith Education Details
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Drake University, Des Moines, IaM.B.A. -
Upper Iowa UniversityMarketing
Frequently Asked Questions about Tracy Jo Smith
What company does Tracy Jo Smith work for?
Tracy Jo Smith works for Mom's Meals | A Purfoods Company
What is Tracy Jo Smith's role at the current company?
Tracy Jo Smith's current role is Vice President Marketing.
What is Tracy Jo Smith's email address?
Tracy Jo Smith's email address is ts****@****ion.com
What is Tracy Jo Smith's direct phone number?
Tracy Jo Smith's direct phone number is (515) 376*****
What schools did Tracy Jo Smith attend?
Tracy Jo Smith attended Drake University, Des Moines, Ia, Upper Iowa University.
What skills is Tracy Jo Smith known for?
Tracy Jo Smith has skills like Integrated Marketing, Advertising, Direct Marketing, Marketing Strategy, Marketing, Strategic Communications, Management, Strategic Planning, Social Media, Leadership, Email Marketing, Marketing Communications.
Who are Tracy Jo Smith's colleagues?
Tracy Jo Smith's colleagues are Eric Prestley, Zuleika Arce, Brandon Cruz, R Valdez, Courtney Delka, Jason Laclair, Jennifer Carpenter.
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