Kristi Jackson
Director of Marketing · Yeti Cycles
In My Own Words
I've spent my entire career developing strong performance marketing strategies and leading world-class teams that deliver against business KPIs. As a strategic thinker, I'm highly motivated by the work I do and I thrive in situations where I can bring my strategy to life.
I'm seeking opportunities to combine my digital expertise with my passion for the outdoors.
Work Experience
Director of Marketing
Yeti Cycles2018 – Present
// Directs all operations related marketing and branding. Creates strategies that maintain brand tone and voice; fosters a community of mountain bikers with shared values; and positions Yeti Cycles as the premium mountain bike manufacturer. // Develops annual marketing strategy and identifies key marketing initiatives that support overall business objectives. // Manages multi-million dollar marketing budget. // Empowers team of 8 responsible for development and execution of marketing initiatives across branding, product launch, social medial, ambassador/influencer programs, newsletters and targeted marketing programs, PR, content creation, paid advertising, website, e-commerce, CRM, events & sponsorships, tradeshow, B2B marketing, and race team programs. // Oversees agency and external creative contractor resources. // Serves on leadership team, working directly with President, VP and CFO to establish annual and long-term business priorities and shape corporate strategy. // Oversees cross-functional efforts with sales, product development, finance, engineering and operations to identify initiatives that support brand and business objectives. TOP ACHIEVEMENTS: // Led website re-design and launch that offered industry-leading consumer experience, streamlined back-end system integrations and enabled direct-to-consumer capabilities. // Successfully launched 7 new bikes globally over 2.5 years, resetting Yeti’s entire product line. // Developed and oversaw implementation of first-ever product positioning initiative to differentiate each product within the line and more clearly define each bikes purpose for consumers. // Created marketing strategy to expand brand audience & reach, with focus on building relevancy among younger audience. // Collaborated with executive suite to create annual corporate strategic planning process that was implemented across all departments. // Established new marketing team structure to maximize resources and clearly defined roles and responsibilities.
Director Digital Media & Commerce
Nike, Inc.2017 – 2018
// Lead Nike Direct* North America Digital Paid Media strategy to drive sales across key seasonal products, brand initiatives & sport moments (*Nike Direct: Nike.com, SNKRS App, Nike Commerce App, NRC App & NTC App) // Manage paid media team responsible for Nike’s paid search, display, paid social, affiliate, natural search and influencer marketing programs // Manage and oversee six agency relationships across media and creative // Ensure marketing programs deliver against business KPIs, inclusive of: member acquisition, app downloads, traffic and revenue // Manage strategic relationships across major platforms, inclusive of: Google, Facebook, Pinterest, Twitter and Instagram // Support entire Nike portfolio, inclusive of: Nike Performance Sport categories, Nike Lifestyle, Hurley and Jordan // Play the role of lead connection into North America Sr Leadership team, connecting brand & commerce to deliver a seamless consumer experience
Sr Marketing Strategist
Nike, Inc.2016 – 2017
// Led acquisition marketing initiatives for North America Performance Marketing, overseeing the team responsible for driving paid search, affiliate and natural search marketing channels // Managed multi-million dollar annual marketing budget // Partnered with VP/GM of Nike.com to report results weekly, inclusive of deep business analysis of performance results and optimization recommendations // Led multiple agency RFP processes to drive efficiency and best in class partnerships
Digital Marketing Manager
Nike, Inc.2015 – 2016
// Led strategy, management, budgeting & forecasting of North America paid search program, a $50M program // Ensured programs delivered against aggressive efficiency & demand growth targets // Managed agency relationship
Digital Marketing Specialist
Nike, Inc.2012 – 2015
// Supported paid search, affiliate and email paid media channels // Drove affiliate promotion communication to vendor and paid placement planning // Established ongoing paid search testing and optimization process // Executed Nike Factory Store monthly email sends with email COE
Media Planner & Buyer
Location3 Media2011 – 2012
// Led strategic new business development presentations for display, video, mobile and email campaigns // 2x display business in one year through the development and continued optimization of the pitch, campaign strategy, trafficking, analysis and optimization process
Sr Account Manager
90Octane2009 – 2011
// Launched and managed successful lead gen focused display, paid search, email, natural search and social media campaigns for B2B and B2C clients // Assisted with business development presentations // Restructured the internship hiring and training program
