Scott Kolbe
Principal Advisor · MARKET YOUR CRAFT
Golden, CO
In My Own Words
I offer forward-thinking, community-conscious businesses proven solutions to critical Marketing and Sales challenges, often 2-3x faster with end-to-end project management. Passionate about creating meaningful brand engagement with a customer focus. Collaboration with key stakeholders ensures program integration and system wide execution. Standout leadership examples include:
Managed 7-figure budgets and high-performance teams for beverage’s most iconic brands
Incorporated Artificial Intelligence (AI) to improve business efficiency and reduce cost
Leveraged storytelling best practices to inform multi-year Marketing and Sales strategies
Introduced loyalty and rewards programs used to nurture millions of ambassador relationships
Deployed integrated, digital solutions across LMS, CRM, POS, social and ecommerce platforms
Engineered customer journeys via email using Salesforce, ExactTarget, Klaviyo and MailChimp
Work Experience
Principal Advisor
MARKET YOUR CRAFT2017 – Present
Remote Team Served project management and leadership roles in Marketing and Sales for consulting clients.
* Led brand [re]positioning, annual planning and budgeting exercises for Executive Leadership * Launched DTC Shopify stores with subscription and B2B Faire.com stores worth $3M annually * Enabled global Amazon Marketplace and B2C promotion worth an incremental $345k annually * Delivered 66k followers, 3k posts, 10M impressions and 220k engagements using SproutSocial * Organized retail sampling demos in thousands of locations for Whole Foods, Target and others * Structured onboarding, goal setting and performance reporting for field marketing teams * Developed Airtable applications for tracking and reporting thousands of in-market activations * Sponsored marquee industry events like Great American Beer Festival and Natural Products Expo * Informed Executive Leadership decisions using real-time Zoho Sales and Marketing dashboards * Connected Klaviyo email services to ecommerce, delivering a 25% subscription increase annually * Introduced WordPress stores with POS integration, loyalty features and dynamic content
Communications Manager
SIERRA NEVADA BREWING2016 – 2017
Team of 25 with 5 Reports Charged with designing an integrated communication strategy to help reach new craft drinkers.
* Led brand positioning work to identify the "untold Sierra Nevada story" for craft drinkers * Managed teams responsible for social, digital, public relations, advertising and sampling * Aligned owned, earned and paid media around effective storytelling and measurement * Sponsored and produced over 900 events nationwide, including Beer Camp Across America * Successfully managed all crisis communications for a voluntary product recall (2017)
Assistant Brewer
BJS RESTAURANTS2015 – 2016
Launched BJ's new brewhouse in Temple to eliminate the need for contract brewing in Texas.
* Brewed, packaged and distributed ten signature beers one month ahead of schedule * Saved $600K annually by bringing soda production and packaging in-house * Introduced first canned product for sale across its nationwide footprint of 200+ locations
Senior Marketing Manager
BJS RESTAURANTS2012 – 2015
2 Reports Created opportunities to engage BJ's most loyal guests and craft beer enthusiasts.
* Launched loyalty platform and integration with ExactTarget, Google Wallet and CRM * Increased program membership by ten times while reducing loyalty liability by 30% * Led rebranding efforts for BJ's award-winning line of signature and seasonal craft beer
Manager Global Sales Programs
OAKLEY2009 – 2012
4 Reports Developed tools for retailers globally to simplify Oakley sell-through to consumers.
* Designed an online learning community for thousands of retail associates in eight languages * Introduced member reward programs to generate $1M incremental sales on Oakley.com * Trained a cross-functional team of administrators globally to support program in-market
