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DIRECTOR OF MARKETING & DIGITAL E-COMMERCE OPERATIONS

Marketing & Sales

SENIOR MARKETING DIRECTOR
A results-driven business development and marketing professional with a comprehensive 
history of quantitative revenue growth in diverse domestic and global market segments.
Able to develop, integrate, and leverage traditional and digital market initiatives to activate maximum product/brand impact and revenue growth. Skilled in building relationships with key partners at all levels of organizational management. Industry recognized solutions and seasoned collaborative business leader.

• Product Management: New Product Launch and Life Cycles  
• Market Research: Product Viability and Risk Analysis
• Programmatic Marketing: Retargeting – Social and Email
• Online Business Development: Digital Sell-Through Programming
• Consumer Demand Generation: Targeted Direct to Consumer Email
• E-commerce Leadership: Database and Market Segmentation
• SEO Management: Page Level Optimization Planning
• CRM System Development: Automated Sales System Development
• International Advertising: Print, Online, Geo-Targeted
• Social Media: Engagement and Conversions

Manages all International and Domestic product marketing, including distribution business development, consumer demand generation, and Omni-channel digital sales initiatives across a portfolio of eight market segments for a manufacturer of aftermarket performance products targeting the power sports industry. Provides senior leadership to staff and drives digital systems to increase Omni-channel sales profitability milestones and attribution performance metrics.
 
Advertising/Digital Marketing/Social
• Manage combined $350K E-Commerce and advertising budget while increasing the overall ROAS. 
• Re-align global brand positioning and ad sell-through models – Avg. 11% increase sales volume FY 2015, FY 2016.
• Create and optimize global ad strategy – Traditional/Social/Digital campaigns: (Google Ads and Facebook Business Ads).
• Provide strategic direction/leadership – Paid search and display PPC advertising.
• Create inbound demand generation systems: Increase customer list to 167K active opt-in subs.
• Direct social media strategy to increase opt-in community to a total of 156K targeted prospects FY 2013 - FY 2020. (Instagram/Facebook/Twitter).

Business Development
• Cultivate new distribution partners in Belgium, France, Germany, Spain, South America, and Canada – 17% revenue growth in FY 2017.
• Develop product improvement strategies and product specifications using competitive market research – Core products (quality, performance, brand).
• Drive product line extensions into Boyesen’s sales network – 60% growth from FY 2012 to FY 2019. Avg: 9-11% growth per fiscal year.
• Define pricing, sales forecasts, and demand planning to prepare for launch of new products.

E-Commerce Operations
• Direct all E-Commerce development including business function, interface design, brand application, product taxonomy, page-level SEO strategy.
• Lead 3rd party web and database development delivering new E-Commerce system serving 7K plus SKUs. (Not complete currently)
• Identify search engine optimization (SEO) changes to site content and architecture increasing cart destination retention by 25%.
• Develop new digital workflow automation for ordering, inventory, product management, and E-Commerce product systems.

Management
• Hire and manage in-field product marketing representatives to activate organic product placement and grow media editorial exposure.
• Provide execution oversight for all corporate creative: Negotiate costs/usage, oversee completion milestones, and plan and supervise deliverables.
• Define performance-based culture as applied to proactive IT integration, information management, CRM, Customer Service and E-Commerce.
• Develop data insight and staff protocols to grow internal sales capability, conversions and ROI.
• Develop and maintain project plans to ensure all product management deliverables are met for new product launch.


Provides a multi-faceted suite of executive-level consulting services aimed at preparing the Parasign Systems division for market launch and sales activation. Analyzes and proposes improvements for all aspects of business development and marketing processes.

BUSINESS DEVELOPMENT
• Determines best practices and guidelines for improving Parasign's data-driven lead generation and qualification program as part of affiliate service provider marketing referral network. Integrated client-service planning and sales reporting.

• Re-positions web strategy to include the development of data-driven "Build Center" including written standards for managing data-driven product assembly information based on market segment requirements. 

• Provides business development strategies and programming including service alignment partnership relations marketing.

TACTICAL EXECUTION
• Crafts product messaging that effectively communicates the division’s value proposition and cultivates new potential customer relationships with targeted B2B newsletter sales strategies within the Higher Education sectors.

INDEPENDENT CONSULTANCY

Provides brand consulting, creative direction and design for Velocity Incorporated’s client base. Leads the management of client's deliverable expectations and translates business agreements into numerous task-based creative projects while leading teams of designers, copywriters, developers, project managers and production suppliers. Collaborates with clients to establish project and yearly marketing budgets with focus on product penetration, data collection and brand development.

BUSINESS DEVELOPMENT

• Key member of strategic management team. Develops and implements sales and service growth strategies, resulting in a shift of services that successfully converts new clientele and increases new client projects and boosts project upsell performance.

• Manages complete sales cycle from initial consultation and research, business development analysis, and developing and presenting overall client solutions, phased project scale and scope negotiation and account management.

• Translates product marketing plans into tactical creative execution plans; contributing to client’s strategic direction and goals by integrating market research, market segmentation, and product penetration system design.

TACTICAL EXECUTION

• Delivers key marketing business leadership while working directly with company stakeholders to grow small to medium sized brands consistent with each client’s business strategy and market position.

• Establishes B2C and/or B2B project requirements, manages adherence to project deliverable timelines and budget constraints. Leads projects by directing cross-functional teams, establishing project milestones and success criteria, managing risk, and successfully delivering market-facing solutions unique to the business needs of over 12 full-time brands.

• Develops and art directs new business executive project proposals, brand development briefs, print and video product centric media, SQL data driven websites, integrated social media solutions, e-marketing strategy and promotions, product launch sales campaigns, trade shows environments, and targeted data collection campaigns.

ART DIRECTOR/CLIENT MANAGER

Develops product packaging and POP branding systems while working with project managers to fit business requirements and optimize brand display impact and shelf appeal.

• Plans, develops and manages remote-access project specification database and workflow documentation standard that increases print production repeatability by 30%.

• Prepared and analyzed all weekly productivity reports including project hour tracking, plate repeatability, and digital production team workflow performance.

SENIOR PACKAGING DESIGNER

Creates internal and external technical documentation for 10 point-of-sale printer lines with specific focus on defining consumer and technician system setup, operational, programming, and maintenance information for each product.

• Performs test leads - creates, executes, and administers test cases and troubleshoots mechanical performance and usability issues.

• Establishes and follows information development project management, and document development processes, standards, styles and templates.

SENIOR TECHNICAL WRITER

Applies Technical Illustration, writing, and design layout in the development of corporate marketing campaigns, tradeshow promotional literature, product catalogs, and corporate publications for clients such as HON/Allsteel, Civic Music Association, Corning Museum of Glass, Gunlocke, and Corning Incorporated.

MARKETING COMMUNICATIONS DESIGNER

Develops experience within a full-service brand strategy firm providing numerous services including design of identity systems, business collateral, advertisements, print collateral, maps, signage, packaging, posters, and info graphics based on market research. 

• Presents market research and strategic insights and prepared brand execution presentations for clients on implementation and execution of finalized strategies and new product penetration systems.

• Supports client management team with ongoing market analysis design briefs, in-process design solutions, and conceptual development of product packaging, corporate identity, name generation and print communication systems.

BRAND STRATEGIST/GRAPHIC DESIGNER

Find out detailed information about Erik Salmela, DIRECTOR OF MARKETING & DIGITAL E-COMMERCE OPERATIONS in Trexlertown, PA

Erik Salmela: DIRECTOR OF MARKETING & DIGITAL E-COMMERCE OPERATIONS in Trexlertown, PA

Erik Salmela

Rochester Institute of Technology