Hank Smith: Senior Marketing Manger | Elevating Brands | Empowering Teams in Greater Seattle Area, WA

Senior leader overseeing a team of multi-functional marketers responsible for Crystal Mountain’s digital and on-site branding experience and communications in a highly dynamic environment. •Lead a cross-functional team consisting of web management, creative development, communications, call center management, and a marketing specialist, fostering collaboration and driving successful, integrated campaigns. •Launched a high-impact Black Friday offer campaign, surpassing revenue goals by 126%. •Managed partnership marketing with the Seattle Kraken for a Mountain Takeover Event. •Developed a customer-centric approach to brand campaigns, utilizing insights to inform seasonal strategies. •Oversee all paid media campaigns and external agency relationships, ensuring brand consistency and driving business results.

• Led REI’s WA/AK Local Marketing Team, advancing our local brand impact presence to drive community engagement and increase sales in my region. • Develop marketing strategy and deliver business results in partnership with cross divisional stakeholders. • Manage community partnership, event sponsorships and local grant giving. • Develop new offers, insights and analytics to measure results and key learnings. • Lead our divisional Marketing Mentorship Program, introducing a new monthly group mentorship and increasing individual participation by 30%.

• Lead the marketing strategy development, planning and execution for REI’s seasonal full-price campaigns. • Brief and manage internal creative, media agencies and vendors for multi-channel marketing assets to build an ongoing cadence of relevant and timely outbound communication. • Align cross divisional partners to build cohesive messaging for product, content, experience, and program offerings.

• Delivered promotional strategy and marketing execution for nation-wide events and experiences through digital marketing channels such as paid social media, email/push messaging and digital/online experiences; • Tracked engagement rate, click through rate and other performance metrics to provide real-time improvements as well as recaps of marketing campaigns with recommendations for improving future performance; • Defined targeting parameters and audience segmentation for localized and relevant messaging through social media and email; • Integrated CRM into events and experiences to create more personal customer relationships and improve retention; • Created and manage promotional offers to drive sales and traffic while tracking results/sales analytics and performance management;

• Drove local marketing and outreach recruitment efforts for new store and distribution center openings; • Built partnership between Social Media team and Talent Acquisition team to align content and initiatives; • Trained new store management teams on hiring practices such as group interviews, screening techniques and Avature; • Piloted a digital interview for retail employee candidates subsequently decreasing manager screening time by nearly 80%;

• Successfully managed inventory levels by utilizing add-on requests and assortment adjustments to satisfy local demand; • Drove Mobile Selling Assistant transactions to over $2 Million annually (2014 & 2015 top in the company) by introducing new systems training and setting store and individual goals; • Provided new store operations training and manager support; • Winner of prestigious, peer nominated Anderson Award 2012;

• Leveraged tools, reports and insights to make appropriate business adaptations driving first years sales to exceed $1 Million; • Led, trained and coordinated schedules for up to 60 seasonal employees to ensure efficiency, safety, and guest satisfaction;