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Shredventure Marketing

Marketing & Sales

I've been told my enthusiasm is infectious, and I love to bring my passion for hospitality, tourism, and outdoor recreation into my work! My background in both sales and marketing gives me a strong understanding of how to bridge the gap between consumer and brand through creative and tailored campaigns. I enjoy developing engaging, on brand messaging and content while driving successful strategies to deliver measurable business goals.


Freelance marketing specialist skilled in digital marketing, brand strategy, content creation, social media management, partnerships/sponsorships, e-commerce and creative promotions for the hospitality and outdoor industries. Projects I'm working on include marketing for:

NOMAD KITCHEN CO
• Created full branding strategy, GTM calendar and annual marketing plan for new company/product
• Updated website design and all copy and performed full SEO audit and overhaul
• Perform full competitive analysis and market share review including keyword testing
• Tested advertising and website analytics to find audience demographics and build customer profile
• Develop, manage and report on all digital advertising to ensure quality lead conversion and engagement using Google search, display, and retargeting as well as Facebook/Instagram promotions
• Manage all social media content and engagement resulting in rapid growth from 70 initial followers to almost 3K in under 2 months
• Created media kit and did press outreach procuring long-form media coverage in multiple prestigious publications including Motortrend, Business Insider, Gear Patrol, Gear Junkie, Automobile Magazine and more
• Scripted, produced and oversaw video production for campaign launch commercial
• Designed Indiegogo campaign page, graphics and wrote copy
• Launched crowdfunding campaign achieving goal within first 3 hours

BIGTRUCK BRAND
• Create and execute GTM calendar for all product launches and marketing initiatives
• Manage day to day social media to boost engagement and UGC 
• Arrange and oversee content production for web and social use
• Facilitate brand partnerships with similarly aligned companies to increase email lead generation and followers
• Revamped email designs, updated automations and produce weekly email content with review for improved conversions
(increased open rate by 3%) through audience segmentation and A/B testing
• Refreshed Shopify-based website design for better aesthetics and shopping flow
• Handle all weekly sales performance reporting and e-commerce product updates
• Manage digital advertising budget and placement
• Coordinate public relations outreach

WORN BRAND
(New project in progress)
Create a execute marketing communications strategy
Manage all social media touchpoints

• Develop and manage annual marketing budgets (combined over $200k) and plans for each location
• Create and execute in depth annual marketing calendar for all email, social media communication, website
content, advertising or promotional campaigns and programming
• Collaborate with Sales and Revenue Manager to best utilize marketing initiatives to achieve sales goals
• Oversee/create all content and messaging for paid social, display, ppc, paid search, retargeting and metasearch
campaigns to improve SEO, drive revenue, increase awareness, traffic growth, and lead generation.
• Lead all web, database, and direct to consumer customer acquisition, loyalty and retention marketing programs
• Create email marketing content, execute A/B testing, and manage audience lists to ensure growth and above industry standard open/click through rates
• Drive engagement on social media channels creating and managing daily content - increased followers by 43% in one year and consistently maintained above industry standard engagement rates
?• Improve digital media asset library through development of influencer/ photographer trade program
• Performed full communications audit to review and improve all digital and print consumer touch points
• Created brand standards guide with action plan for implementation
• Develop local and national brand partnerships to increase brand awareness, improve programming offerings
• Assist with brand building retail program at all Basecamp Hotels including sourcing and negotiating of products
• Create and execute (or remotely oversee) on-site branded events, programs, and experiences

Marketing and Brand Manager

Sales and Partnership Marketing Manager for 3 properties including Homewood Mountain Resort, West Shore Cafe and Inn, and Homewood High and Dry Marina

- Create marketing strategies, campaigns, budgets, and goals to increase ticket and pass sales, ski school program sales, boat storage and service revenue, lodging and dining revenue, brand awareness 
- Produce content and messaging of social media, website, eblasts and videos for market segment. 
- Assist with ad buys and material creation for print, digital, radio and TV.
- Handle all aspects of group ticketing including corporate, bulk and tour operator programs
- Develop sponsor partnerships, shop relationships, press recognition, and events to boost brand awareness. Address and solicit PR requests and FAM visits.
- Manage Homewood Snowcat Adventure program including bookings and promotions
- Liftopia relationship manager - responsible for all product designations, descriptions, pricing and availability.
- Oversee resort programming

Sales and Marketing Manager/ Interim Director

Accountable for assisting Regional Marketing Manager in implementing creative, grass-roots marketing programs to maximize opportunities for consumer exposure to Clif Bar products through direct consumer sampling, community outreach, events and developing partner relationships.

Truckee/Tahoe Adventuretown Ambassador

Administrate the creation and publishing of relevant, original, high-quality content. Implement a content editorial calendar to manage content and plan specific, timely marketing campaigns. Promote content through social advertising.

Social Media Manager


-responsible for booking ski, golf, meetings, functions and leisure activities and events for groups
-manage house accounts and increase general accounts
-prospects new leads and event ideas
-meet and exceed sales goals quarterly
-event planning and initial coordination
-social media management for group segment
-manage college pass program and promotional events

Leisure Group Sales Manager

Created and implemented marketing plans to increase event and membership sales:
- Cultivated new leads and partnerships that translated to successful events
- Drafted press releases resulting in publicity in well known publications for new location
- Developed new corporate and school programs as well as ongoing Scout event series
- Established customer loyalty and referral programs to maintain current/attain new customers
- Created quarterly newsletters and email blasts, tracked and analyzed results
- Designed all new marketing materials- created graphics and layouts
- Increased social media presence: managed four Facebook pages adding content and campaigns
- Oversaw management team, intern and event staff ensuring marketing message and events
were executed as planned

Director of Marketing and Sales

AASI certified instructor, freestyle accredited, Burton Chill instructor winter ‘10-‘11
As staff trainer develop curriculum, assess and train new instructors
Lead clinics on subjects such as teaching, personal riding, class handling and safety

Snowboard instructor/ staff trainer

Create and implement marketing plans to increase concert ticket sales
Compiled links and wrote bios for upcoming shows portion of IHEG.com
Promote and cultivate sales	of tickets for Warren Miller Children of Winter showing

Marketing and Events Intern

Responsible for organizing and planning promotional concert including:
- attaining sponsorships/grants
- budgeting for acts, venue, riders, security and A/V
- booking musicians 
- creating press releases and gaining publicity
- designing advertising materials 
- tracking ticket sales
- concert production
Created new marketing and advertising plan to increase station listenership

Promotion and Events Coordinator

Responsible for running VIP concert events for celebrity clients such as Aerosmith, 
The Cars and Patti LaBelle
Assist with touring and production of VIP events including:
- Venue arrangements for VIP experiences and coordination with event staff at each location
- Plan and execute travel and manage logistics of each event
- Manage requests from artists, crew and VIPs
- Shot, edited, and uploaded photo and video of all events to clients’ sites
- Created site designs, media content, and graphics for client sites, Myspace pages, materials

VIP Relations and Events Manager

(Formerly CSN Stores)
Execute product management and addition
Work on product / site marketing, advertising research, SEO

Marketing and Retail Management Co-Op

Manage and upload inventory for online retail company
Conduct competitive product research
Make weekly banking deposits and handle weekly shipments

Administrative Assistant to CEO

Find out detailed information about Ariel Macrae, Shredventure Marketing in Homewood, CA

Ariel Macrae: Shredventure Marketing in Homewood, CA

Ariel Macrae

University of Massachusetts - Isenberg School of Management

University of Massachusetts Amherst

University of Massachusetts- Isenberg School of Management