Mike Cusimano
Product Marketing Manager, Kelley Blue Book · Cox Automotive
CA
In My Own Words
Marketing and product strategy professional with experience in digital and traditional advertising, as well as web design & development, analytics, back-end infrastructure, consumer research, product marketing, brand management & content management. Supported automotive companies such as Toyota Motor Sales, Cox Automotive and more.
Work Experience
Product Marketing Manager, Kelley Blue Book
Cox Automotive2016 – 2017
Managed marketing of digital solutions for retail websites. Led the B2B marketing strategy, positioning, planning, campaign development & execution. Partnered closely with Product Development, Sales and PR for product launches, sustainment and enhancements to support revenue goals. Maintained a 360 degree perspective of the industry, the competition & voice of the customer.
Consumer Marketing Manager, Kelley Blue Book (KBB.com)
Cox Automotive2015 – 2016
Developed marketing strategy, national campaigns and in-market advertising to improve perception of the brand, acquire a new audience and increase web traffic. Aligned media & messages with key sales cycles, PR and editorial events.
> Launched integrated & targeted brand, content & segment marketing. > Executed campaigns and website enhancements that increased web traffic to KBB.com by 30%. Directed a $55M+ annual budget and managed creative production, media planning, NASCAR sponsorship, ad agencies and social media. > Launched TV/digital/social/native brand campaigns, including “New Car Smart”. Managed a team and three ad agencies to establish and an always-on roadmap with unique creative for each channel. > Led Kelley Blue Book’s Facebook, Twitter & Google+ organic and paid social efforts, managing one Social Media Coordinator. Analyzed KBB.com performance metrics and adjusted digital strategies to reach traffic goals.
Manager of Product Marketing and Communication
Toyota Motor Sales, USA Inc.2014 – 2015
For Toyota 4Runner, FJ Cruiser and Yaris:
Planned and executed marketing strategy, communication planning and product life-cycle management. Led communication, campaign development and media planning while managing a $40M+ annual budget.
> Determined niche vehicle market positioning, target buyer, and model packaging by conducting extensive market research and developing customer insights.
> Applied strategies that contributed to over 90K 4Runners sold in 2015 and over $1B in profit to the organization (100% increase over 2014).
> Developed a new model refresh known as the 2017 “TRD Off-Road” to expand consumer interest and vehicle sales.
> Developed and guided all external communication: Toyota.com, Brochures, manuals, Monroney Labels, etc.
> Led ad agencies & business partners to develop advertising across TV, digital, social and direct marketing. > In 2015, developed and executed an Effie Award winning TV / Digital & Social Campaign: “Keep It Wild”.
Manger of National Retail Advertising
Toyota Motor Sales, USA Inc.2005 – 2014
Led planning, production & distribution of vehicle advertising assets used in national, regional and dealer media.
> Planned and executed: film shoots, retail point of sale, ad claims, photography & digital images to align with key vehicle launches, refreshes and national campaigns, including “Toyotathon”.
> Directed an annual production budget of $5M+ while leading marketing projects, teams and agencies.
>Supervised national dealer association advertising co-op program: annual budget of $260M with $850M in media spending.
Web Application Lead for Technical Education Program
Toyota Motor Sales, USA Inc.2002 – 2005
Project Manager, lead designer and innovator for a web application that maintains automotive technician student registration and tracks their academic performance.
> Managed an internal IT team for a complete re-design of a cloud database driven application. Conducted on-site training at Toyota Regions, Area Meetings and Universities.
Marketing Database Administrator
Toyota Motor Sales, USA Inc.2001 – 2002
Managed a custom CRM & marketing database for Toyota’s Industrial Equipment division.
> Championed digital processes to leverage customer information to create targeted marketing and incentives.