In my own words
— HankExperienced Senior Marketing Leader with a proven track record in managing high-performing teams and driving strategic brand initiatives in dynamic environments.
Passionate about data-driven growth, enhancing the customer experience, and having fun while doing it all, I bring a collaborative and results-oriented approach to every project.
Trajectory
Apr 2024 — Now
Senior Manager, Brand Management and Marketing Operations · Crystal Mountain Resort
Senior leader overseeing a team of multi-functional marketers responsible for Crystal Mountain’s digital and on-site branding experience and communications in a highly dynamic environment.
•Lead a cross-functional team consisting of web management, creative development, communications, call center management, and a marketing specialist, fostering collaboration and driving successful, integrated campaigns.
•Launched a high-impact Black Friday offer campaign, surpassing revenue goals by 126%.
•Managed partnership marketing with the Seattle Kraken for a Mountain Takeover Event.
•Developed a customer-centric approach to brand campaigns, utilizing insights to inform seasonal strategies.
•Oversee all paid media campaigns and external agency relationships, ensuring brand consistency and driving business results.
Nov 2022 — Apr 2024
Manager, Local Marketing, Brand Engagement and Community Impact · REI
• Led REI’s WA/AK Local Marketing Team, advancing our local brand impact presence to drive community engagement and increase sales in my region.
• Develop marketing strategy and deliver business results in partnership with cross divisional stakeholders.
• Manage community partnership, event sponsorships and local grant giving.
• Develop new offers, insights and analytics to measure results and key learnings.
• Lead our divisional Marketing Mentorship Program, introducing a new monthly group mentorship and increasing individual participation by 30%.
Mar 2019 — Nov 2022
Program Manager, Integrated Marketing Campaigns · REI
• Lead the marketing strategy development, planning and execution for REI’s seasonal full-price campaigns.
• Brief and manage internal creative, media agencies and vendors for multi-channel marketing assets to build an ongoing cadence of relevant and timely outbound communication.
• Align cross divisional partners to build cohesive messaging for product, content, experience, and program offerings.
Sep 2016 — Feb 2019
Integration Specialist, Local and Experiences Marketing · REI
• Delivered promotional strategy and marketing execution for nation-wide events and experiences through digital marketing channels such as paid social media, email/push messaging and digital/online experiences;
• Tracked engagement rate, click through rate and other performance metrics to provide real-time improvements as well as recaps of marketing campaigns with recommendations for improving future performance;
• Defined targeting parameters and audience segmentation for localized and relevant messaging through social media and email;
• Integrated CRM into events and experiences to create more personal customer relationships and improve retention;
• Created and manage promotional offers to drive sales and traffic while tracking results/sales analytics and performance management;
Feb 2016 — Aug 2016
Program Coordinator, Talent Acquisition · REI
• Drove local marketing and outreach recruitment efforts for new store and distribution center openings;
• Built partnership between Social Media team and Talent Acquisition team to align content and initiatives;
• Trained new store management teams on hiring practices such as group interviews, screening techniques and Avature;
• Piloted a digital interview for retail employee candidates subsequently decreasing manager screening time by nearly 80%;
Feb 2012 — Feb 2016
Retail Sales Manager · REI
• Successfully managed inventory levels by utilizing add-on requests and assortment adjustments to satisfy local demand;
• Drove Mobile Selling Assistant transactions to over $2 Million annually (2014 & 2015 top in the company) by introducing new systems training and setting store and individual goals;
• Provided new store operations training and manager support;
• Winner of prestigious, peer nominated Anderson Award 2012;
Feb 2008 — Nov 2011
General Manager · Screamtime Zipline
• Leveraged tools, reports and insights to make appropriate business adaptations driving first years sales to exceed $1 Million;
• Led, trained and coordinated schedules for up to 60 seasonal employees to ensure efficiency, safety, and guest satisfaction;
Aug 2010 — Dec 2010
Campus Marketing Representative · The Walt Disney Company
Jan 2010 — Aug 2010
College Program Intern · The Walt Disney Company
Activity
Education history
Appalachian State University
Bachelor of Science (B.S.) | 2005 - 2010
