Jordan Williams

Global Marketing Director

Boulder | United States

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In my own words

— Jordan

I am a creative and versatile leader with over twenty years of experience building brands and driving growth and profitability.

I thrive in spaces where the business, brand, or customer experience needs to be created or refocused. I am passionate about fostering a culture of innovation founded on rock-solid business strategy, all while building and empowering teams, vibrant partnerships, and the infrastructure required to sustain long-term success.

Experience and Passions: Brand Development / Redevelopment + Brand Awareness Building a Team + Helping People be The Best Version of Themselves Data-Driven Decision Making + Creative Inspiration DTC/Ecommerce + Growth Marketing GTM + Wholesale Marketing Advertising + Paid Media + Search Marketing (SEO, SEM, PPC, et al.) CRM + CDP + Segmentation Marketing Social Media + Earned Media + Content Marketing + PR eCommerce/Web + Mobile Application Development + UX + UI Experiential Marketing + Local Marketing

Trajectory

Dec 2021 — Now

Global Marketing Director · SMARTWOOL / A VF COMPANY

Rebuilding an integrated seasonal GTM process, shaping a brand-new team, and building a long-term, brand-forward MarCom strategy. Selected successes include: - Rebuilt paid media strategy from bottom-of-the-funnel performance to brand awareness and now delivering 50% of DTC revenue from new customers. - Transitioned to a new customer data platform and launched a segmentation marketing strategy. Revenue from email up +30% YoY with conversation rate from email up +21%. - Integrated international regions into the annual and GTM planning process.

Dec 2019 — Sep 2021

CEO / Co-Founder · SALTWOLF

Disrupting the $7B to-the-trade furniture industry by bringing direct-to-consumer technology, marketing, and sales to the Interior Design sector. Selected successes include: - Launching a new high-end, American-made B2B furniture brand from concept to hand-made-per-order North Carolina production with globally sourced fabrics. - Launched custom e-commerce site with real-time 3D product visualizations across 4,900 SKUs with a marketing automation backend to deliver personalization across online advertising and email.

Feb 2017 — Dec 2019

Chief Operating Officer · WESTWARD FOUNDRY

Stepping out of the corporate world for a bit to lead the transformation of my (extraordinary) wife's sole proprietor interior design business into a thriving, profitable, and seven-figure services business at scale. Selected successes include: - Building the brand from the ground up, recruiting and managing a cross-functional team focused on serving both client needs and internal creative vision while building a 300+ vendor procurement operation. - Establishing a culture of analytical rigor around financial and project planning, pricing strategies, margin, and P&L management.

Jun 2014 — Feb 2017

Director of Marketing and Sales, Vail Resorts Retail · VAIL RESORTS MANAGEMENT CO

Delivered customers and sales across the multi-faceted landscape of Vail Resort Retail’s 250+ locations including Vail Resorts and partner-branded resort stores, rental stores, city stores, and online rental e-commerce. Selected successes include: - Formal and informal leadership in integrating the Retail Division, historically a standalone subsidiary, into the broader Vail Resorts organization. Including building an integrated brand framework to unify select Vail retail brands under the wider Epic brand (see: Epicmountaingear.com, Epicmountainrentals.com). - Two years in a row of record EBITDA, website visitation, and online revenue.

Nov 2011 — Jun 2014

Director of Marketing · VAIL RESORTS MANAGEMENT CO

Drove all facets of Keystone Resort including skier visitation, ski school, lodging, food & beverage, and all resort amenities (golf, mountain biking, terrain park, et al.). Assessing the needs of the business, rebuilding the brand, targeting the right customers, and driving revenue. Selected successes include: Deep dive business analysis identifying the need to revive destination visitation. Rebuilding the Keystone brand around an ownable and profitable family target audience and building a creative/advertising platform that supported all facets of the business. Two years in a row of record EBITDA.

Nov 2009 — Nov 2011

Manager, Digital Engagement · RECREATIONAL EQUIPMENT, INC

Founded REI’s Digital Engagement Team which developed, evangelized, and executed cutting-edge digital marketing programs focused on social media, online community, mobile and social commerce. Selected successes include: - Founding REI's social media practice and successfully embedding social media across the enterprise, including Marketing, Customer Service, Corporate Communications, Human Resources & Retail, and launching 126 market-level social presences. - Spearheading REI's mobile application strategy and developing the Co-op's first suite of applications, including REI's first mobile shopping app.

Jan 2007 — Nov 2009

Manager, Campaign Marketing Team · RECREATIONAL EQUIPMENT, INC

Led REI’s enterprise-wide strategic planning process and the marketing team which drove seasonal marketing communications including traditional advertising, email, REI.com, online advertising, in-store marketing, and direct mail. Also responsible for marketing REI Adventures, REI Outdoor School, Co-op Membership, and managing the REI Visa Card and Gift Card programs. Selected successes include: - Leading REI through an agency-of-record review, hiring, onboarding, and managing a new agency resulting in a 20% increase in media efficiencies and 11% increase in traffic Y/Y, including the development and launch of REI's enterprise-wide "Find Out" campaign. - Leading REI to innovate beyond direct mail and traditional advertising into digital, interactive, and branded content experiences.

Nov 2004 — Mar 2006

Producer, Red Bull Music Academy Seattle · RED BULL GmbH

Produced international marketing program reaching an influential global audience in over 125 countries, including managing a diverse team responsible for marketing, interactive design, video production, Internet radio station development, and venue construction.

Oct 2003 — Oct 2004

Director, Collegiate Marketing · RED BULL NORTH AMERICA

Led US collegiate marketing efforts, one of Red Bull's four global marketing pillars, targeting the crucial 16 to 24 y.o. demographic including sampling, brand building, and word-of-mouth marketing.

Oct 2001 — Oct 2003

Manager, National Event Marketing · RED BULL NORTH AMERICA

Strategic development of end-to-end event marketing programs focused on action-sports and creative- class consumers designed to create marketing and advertising content for both domestic and international markets and drive massive earned media outcomes.