Abraham Feld
Managing Director - Marketing · TRAXXAS
Dallas, TX
In My Own Words
I am a confident, analytically driven, creative and highly qualified marketing professional, with over thirteen years of experience in the digital & traditional marketing space including project management. My broad-based yet focused background, encompasses exceptional work ethic as well as commitment to organizational objectives within a highly competitive and rapidly changing marketplace. I am a proactive manager, team player and analytical planner with ability to attract, establish and maintain lasting business relationships. I am recognized for decisive leadership and the proven ability to face challenges head-on and execute sound decisions while understanding the wider picture.
Work Experience
Managing Director - Marketing
TRAXXAS2020 – Present
• Executive team member: SalesForce Implementation team for new CRM Database/Sales portal. • Program development: STEM, Referral, Education, Ambassador & Military and branding. • Product manager of all-new full line of Prographix® custom polycarbonate paint and 3 more. • Established premier vendor relationships while negotiating overall pricing decreases up of 30%. • Lead the complete UI/UX re-design and development of the TRAXXAS retail & dealer websites. • Executed 5 successful Product GTM strategies in 2020-2021 increasing product demand by 25%. • Decreased BR by 23% and Increased reach by 31% with home page UI update. • Write, direct, manage video content – product releases, informative, adventure and how-to’s • Manage ROI/budget creation with conceptualized and executed advertising campaigns. • Launched multiple successful global digital & Print product marketing and branding campaigns. • Increased overall email CTR by 5% within first quarter of new content strategy and programs. • Analyze and develop B2B retail strategies, providing efficiency and improved team sales tactics. • Product manager of 3 new products developed, designed, manufactured and released to date. • Track/Outline and provide project KPI’s such as: timelines, milestones, percent complete to CEO.
DIRECTOR OF MARKETING
PANORAMIC DOORS2019 – 2020
•Manage a $1.3M comprehensive marketing budget for social media, AdWords, PPC, print, sponsorships, product placement & content creation. •Decreased website bounce rate by 43%, Increased TOS by 8% and increased reach by 40% within 3 months by re-building the home page and renovating our Google ads. •Increased lead generation by 26.4% in the first quarter by effectively developing incentivized digital ad campaigns that assisted in highest company monthly revenue-to-date ($5.1M) •Establish and develop SOP’s, strategic content development and analytic reporting. •Build and present comprehensive marketing plans that support the digital, B2B, social, showroom & trade show strategies utilizing lean project prioritization and management. •Analyze sales team performance, online quotes, conversions, and goal completion to develop strategic solutions with precise execution of deliverables reducing CPL by $108 within 6 months. •Manage national showroom expansion marketing and branding initiatives. •Successfully launched two new products with comprehensive GTM strategies driving over $600k in revenue in the first quarter of launch. •Direct and manage all digital, print initiatives and strategic email campaigns and showroom POP •Manage & execute all facets of trade show involvement and planning including ROI. •Manage & plan national installation training courses, trade shows and company events. • Deliver written weekly reports, plans, problems, and resolutions to the VP of sales and marketing in regard to department project progress and performance. •In charge of company PR events, customer relationship building and media outlet networking. • Featured programming on: DIY Network, HGTV, Lifetime Network, NBC and Discovery Channel, iHeart Media. •Published in: Luxe Magazine, Atlanta Homes, Architectural Digest, and more. •Work directly with Retailers & Wholesalers to tailor sales programs and co-branded collateral.
DIRECTOR OF MARKETING
WET SOUNDS2018 – 2019
•Built and managed a $1.5M marketing and advertising budget. (Print, social, digital, sponsor, ambassador) •Achieved over 8% growth in retail sales within first quarter of strategy implementation through company website. •Managed 2019 company website overhaul, content, strategies, campaigns and layouts resulting in increased retail sales of 3.5% and over 11% growth in OEM sales within first quarter of strategy implementation. •Established Email marketing SOP including content and copy that increased CTR by 1.8%. •Complete build of 2019 Full Product 68-page Catalog featuring over 235 products SKUS. •Developed affiliate partnerships while nurturing current relationships with premier stakeholders continually leveraging our media development in co-branding initiatives with companies such as: Malibu Boats, Tige Boats, Diesel Sellerz, Cobalt, Pavati Boats, Discovery Channel, NASCAR, NHRA, SIRIUS, XM Radio, SEMA and more. •Managed & directed all direct mail, email marketing campaigns, webinars and live events. •Developed ambassador programs that increased brand recognition and reduced lead acquisition costs. •Built a marketing department of four, while establishing digital & product marketing SOP manual. •Managed and lead graphic design team in production of POP, digital ads, print ads, sell sheets, banners, trade show booth and experiential / interactive materials. •Trade Show Management including B2B email marketing. •Developed and execute professional athlete and influencer contracts. •Established and managed product placement for film, video, product reviews, influencers, communities, charity, athletes, special events and co-brand marketing sponsorships. •Delivered written weekly reports, plans, problems, and resolutions to the CEO.
DIRECTOR OF MARKETING
IRONCLAD PERFORMANCE WEAR2017 – 2018
•Developed and managed highly effective global B2B/B2C marketing strategies that increased brand recognition while growing ROI and leads for a $25M PPE Company resulting in 15% increase in market share. •Managed website development team to produce our content, strategies, campaigns and layouts generating strong revenue growth exceeding $35k monthly with 12% Qtr-average growth. •$1.75M Budget management: digital, print, trade show, retail and industrial advertising. •We achieved over $1M dollars in sales on Amazon within first quarter of strategy deployment. •Produced effective digital marketing, direct mail, e-mail marketing campaigns, webinars and live events specializing in industry leading knowledge to exceed KPI milestones. •Successfully launched two new product lines with comprehensive GTM strategies driving over $2.1M in revenue in the first 6 months of launch. (Limitless Leather, Command Series Gloves) •Brainstorm & establish complete product line names and product launch initiatives. •Successfully built and launched Showpad® - SAAS for our global and national sales team. •Developed affiliate partnerships while nurturing current relationships with premier stakeholders continually leveraging our media development in co-branding initiatives with companies such as: Grainger, Fastenal, Menards, Ace, TrueValue, Audi, Porsche, Schlumberger, 3M, National Safety Council and more. •Oversaw content development of all press releases, social media and digital marketing content including deployment scheduling. •Managed and lead graphic design team in production of POP, digital ads, print ads, sell sheets, banners, trade show booth and experiential / interactive materials. •Trade Show Management: layout, personnel, budget, logistics, resources, marketing. •Established and managed product placement initiatives for film, video, product reviews, influencers, communities, charity, athletes, special events, co-brand marketing and Disaster relief sponsorships. •Presented oral and/or written weekly and quarterly reports defining plans, problems, and resolutions to the CEO in regard to department project progress and completion dates.
MARKETING DIRECTOR
AG MILLWORKS2016 – 2017
•Directly Managed complete brand identity and logo over-haul including: the company website, branded vehicles, packaging and dealer display units. •Increased unique web visitors from 1,700 per month to over 12,000 per month in the first quarter. •Increased online quotes by 31%, decreased bounce rate by 38% within first quarter of re-designed website launch. •Developed email deliverability strategy and content development strategies pertaining to the custom homebuilder and renovation/remodeling verticals. •Created, designed and wrote effective email marketing campaigns with strategic CTA's increasing open rate from 18% to an average of 24% after 2 months while increasing CTR by 3%. •Implemented password protected user accounts for dealers, which increased sales by 23% in the first quarter. •Developed strategic landing pages with forms showcasing products with gated content. •A/B Split testing Content, CTA's and Conversion of selected third party offers. • Designed custom graphics and photographed project and product for digital and large-scale print purposes. •Managed and directed a team of 3 (Marketing Coordinator, Developer, Social Media). •Designed, branded and procured all company marketing material, SWAG and POP.
DIGITAL MARKETING MANAGER
VONAZON DIGITAL AGENCY2014 – 2016
•Managed team of 5 (Marketing Automation Specialists, Social Media, Graphics, and Web Dev.) •Brainstorm, develop, create and implement inbound & outbound digital B2B and B2C marketing campaigns, social marketing strategies and automated email marketing campaigns utilizing marketing automation platforms such as Act-On for each of my enterprise level clients. •Lead weekly project meetings with clients through shared-screen presentations. •Full knowledge of digital marketing strategy pertaining to buyers-persona, journey and study of consumer behavior analytics as well as utilizing CRM to nurture leads/contacts. •Marketing campaign development including; SEO, email marketing, social media strategy, email graphics, suggested seed copy & subject lines for email campaigns. •Established client lead scoring rules based on consumer website behavior to create nurture paths. •Strategically developed lead generating digital marketing campaigns including content and copy development that bring ROI, increase open rate and CTR while decreasing bounce rate. •Managed at least 6 clients digital marketing campaigns/efforts at one time. •Provided revenue attribution and impact (RA&I) metrics by utilizing marketing automation platforms to show the revenue pipeline generated by my marketing efforts resulting in $15M in annual sales for total client portfolio. •Tracked/ Outlined and provide project KPI’s such as: timelines, milestones, percent complete, project effort, duration to complete, successes, and other key project metrics to my clients through a project management utility software. (Smartsheet) •Determined the resource requirements for set projects based on set specifications (website, campaign development, Graphics, Social Media & Content Development)
MARKETING MANAGER
Helmet House, Inc.2011 – 2014
•Developed and deployed Google and Social Media ad campaigns that Increased aftermarket sales by 18% within the first quarter. •Lead manager and designer for re-branding of CORTECH & TOURMASTER brands including logo and style guide, woven labels, hang tags, care-labels, and overall brand image. •Managed designed and developed all functional digital graphics for company websites (Cortech.net, Tourmaster.com, Motorofficergear.com). •Managed Google ads - analytics, SEO strategy, and social ads for Cortech & Tourmaster brands. •Creative development of online interactive contests and giveaways, utilizing landing pages with forms focused on lead generation. •Developed, designed and implemented interactive retail location map for online visitors. •Managed the creation of weekly content for B2B and B2C marketing initiatives pertaining to email marketing campaigns. •Assisted in the design of motorcycle apparel/footwear, including apparel tech-pack design and color-ways. •Oversaw complete POP and trade-show booth design, budget, sourcing and logistics. •Monitored/managed brand consistency in product and casual apparel designs •Directed annual 324-page retail catalog layout, product placement, graphics, copy and specs. •Managed and designed monthly product specials flyer design & sell sheets (digital & print). •Directed filming and editing of dealership sales training modules. •Managed a department of 4 including: Graphic Designer, Product Designer, Social Media & Video) •Tracked and provided status reports and other key project metrics to VP of Sales and CEO. •Traveled to event locations for athlete interviews, race coverage and trade show support.
