Jason Whitehouse: Director of Brand in Holladay, Utah
Work experience
Self Employed
Self Employed | 01/2023 - Current
● Completed a contract for 12 long-form articles for Mosaic, increasing site traffic and client acquisition by 10% YoY.
● Guided fly fishing clients for a total of 114 days on the water across UT, WY, and ID.
● Completed a contract for 16 long-form blog posts for the Salt Lake Visitor and Convention Bureau.
Dwell Outdoors Products
Director of Brand | 08/2020 - 01/2023
● Grew GearDryer revenue by 150% YoY for 2.5 straight years.
● Increased GearDryer product category by 4X, creating and developing new products working with designers and Chinese
factories adding breadth of catalog across price points.
● Grew GearDryer marketing channels by 200% in 2 years, while also growing the Winnerwell.us channels by 125% in the same time. Added GearDryer catalog to Amazon Prime including A-Plus content, increasing FBA sales by over 100%.
● Produced all content and marketing assets for both Winnerwell and GearDryer brands. Contracted with social media
influencers, athletes, and public figures driving 200% growth in social media marketing engagement for GearDryer and
168% growth in Winnerwell social media subs and engagement.
Salt Lake Visitor and Convention Bureau
Director of Content Strategy | 03/2016 - 06/2020
● Grew site traffic at 50% avg YoY employing integrated content marketing strategies.
● Grew email channels from 150K to 300K subs over 4 years, maintaining CTR and conversion rates above industry
standard.
● Directed ongoing implementation of mobile-first approach, CRO, SEO strategy, accessibility compliance, automated
response (chatbot), 360-degree 'virtual tour' video content, and other emerging digital marketing practices/products to keep digital properties at optimal performance.
● Produced email lifecycle content, on-site content (evergreen, UX, transactional, etc.), blog posts(86 posts annually), social
content, and print ads/creative using a combination of in-house support, as well as a team of 25 external contractors across still photography, copy, and video production/editing. Operating within a $200K budget, conducted a hugely
successful content marketing strategy.
● Created national ad campaigns in conjunction with outside ad agencies and ~$500K national ad budgets for non-drive-market awareness of Visit Salt Lake and Ski City.
Backcountry.com, Park City -- Content Manager | Managing Editor
Backcountry.com
Content Manager | 07/2007 - 03/2016
family of sites, leading a team of
30 people including copywriters, photographers, and videographers as Content Manager.
● Produced a print catalog sent to 300k customers driving a 10% lift in engagement.
● Created 13,000sq ft studio complete with a 20-plus team of photographers, videographers, PA's, stylists, and models as
Video Manager.
● Produced 300 videos per month, driving a 20% increase in search-rank relevance.
● Established branding for Stoic, Basin and Range, many of the ODAT/flash sites, and produced the 2015 Holiday
#SlowRoad print/digital campaign. Also worked with the athlete programs, and produced the Backstory brand campaign.
● Wrote copy for 60 products per week as a copywriter.
Salt Lake County
Legislative Liaison | 12/2005 - 05/2007
● Tracked all bills with fiscal impact on Salt Lake County during annual legislative sessions.
● Advised/reported to Salt Lake County Council with an annual legislative report.