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Marketing Director

Marketing & Sales

I'm a marketing guy. For the last 20 years I have worked for big brands like adidas & Nike and currently KEEN Footwear. Recently I started my own brand, JET PACK BAG. I like the challenge of getting the message across to consumers.
Am I a creative thinker; check. A story teller? Check. Managing ad agencies, Ambassadors and Influencers; totally. Budgeting and working with tight budgets? Yup. Former Copywriter struggling with nuanced grammar? Probably.
The last 4 years have been focused on the launch of my own brand, JET PACK BAG (just about the best earthquake disaster preparedness kit out there) and running KEEN’s Ambassador program. Before that it was communicating adidas Originals, adidas Action Sports (adidas Skateboarding and the launch of adidas Snowboarding).
Highlights have been launching the KEEN UNEEK sandal program, managing a global content team of Ambassadors, working on brand TV spots, Star Wars collaborations, celebrating Mark Gonzales’ 15 years with adidas and working with tennis legend, Stan Smith on a skateboarding parody. I’ve launched new products with brands and worked to maintained the strong 

•	Launched  JET PACK BAG to address the need for a comprehensive, fully equipped earthquake & disaster preparedness kit. Based on the potential earthquake predicted to hit the Pacific NW, the need to build out and sell a “go bag” to families and individuals was established. 
•	Developed the concept, built the business plan, sourced product and then formulated the brand identity, web site, advertising, PR and launch event. 
•	Currently selling SOLO and DUAL JET PACK BAG’s with regularity on-line and at events.
•	Exploring plans to bring product to retail locations. Learning hands on, what it takes to run a small business and utilizing experience in Brand Marketing to build the brand and grow it organically via grass-roots, digital, social and print media.


President & Founder

I am the Ambassador to the Ambassadors at KEEN. This means, leading ambassador marketing activation, recruitment, and management. In doing so, I'm responsible for KEEN's overall ambassador strategy. It's all about working on the marketing for Ambassador activation, and about recruitment as the brand grows into new product categories, segmentation, and initiatives across Men's, Women's, and Keen Classics categories. I keep my eyes open to continuously seek new opportunities to activate ambassador marketing across digital, social, retail, and experiential consumer touch points that align with KEEN's brand platform and values in order to reach new fans. 

Sr. Manager, Global Ambassador Marketing

Collaborate with the VP Creative and key peers in brand marketing to develop consumer campaigns, product launches, and all demand-creation tactics in line with target consumers and brand-positioning strategies.
Collaborate with the Director of Marketing Operations to align tactics with comprehensive brand marketing priorities and shared-service priorities.
Develop and implement integrated strategies and tactics to drive brand awareness and conversion across wholesale, retail, and online businesses.
Collaborate with regional and channel marketing leaders to align with marketing strategies and creative vision, while seeking cost and operational efficiencies.
Research consumer trends and distill actionable insights for story development and tactical effectiveness.
Translate competitive analysis into channel and regional marketing strategies.
Amplify the effectiveness of digital, social, and influencer vehicles to drive business and build the KEEN community.
Lead the development of content distribution pathways, leveraging both paid and earned media.
Guide the curating and activation of brand ambassadors and strategic collaborations.
Guide and manage the overarching media, publicity, and events strategies, seeing them through from concept alignment to final execution.
Work with digital and retail leaders, develop loyalty loops for long-term consumer relationships.
Align with Sales and Product to develop and execute Go–To-Market (GTM) strategies, proactively defining opportunities to achieve brand, retail, online, and product sales objectives.
Develop the methodology to measure the effectiveness of tactics and returns on investment.
Research new marketing concepts, communication platforms, and cutting edge programs to drive brand storytelling, increase fan base and positively impact sales.

Director, Lifestyle Marketing (Interim)

•   Managed all Global Brand Marketing for adidas Action Sports category (adidas Skateboarding & adidas Snowboarding).
•   Creation, direction and implementation of all above and below-the-line marketing initiatives (from ads to hangtags).
•   Spearhead all brand marketing creative work, and maintain brand aesthetic for the category.
•   Manage, brief and work daily with global design agency and other agencies as well as corresponding budgets, ranging between $3-8 million/year.
•   Responsible for setting category direction and work with an integrated, cross-functional team to develop and promote; advertising, media, Sports Marketing, PR,
social media, web site implementation, collaborations, grassroots activation and retail marketing efforts.
•   Work with international market leaders to ensure brand marketing rolls out consistently, globally.
•   Launched and relaunched adidas Snowboarding category
•   Promoted new riders and collections and continued key Skateboarding franchises: Dennis Busenitz, Mark Gonzales, Lucas Puig and Silas Baxter-Neal.
•   Led re-branding effort to change adidas Action Sports identity.


Key Achievements
•   Contributed to year-on-year growth of the category from small sub-brand to 158% up in Sales in 2014.
•   Led adidas Skate Copa event in US; largest grassroots skate event in category history.
•   Launched newest category to adidas in several years: adidas Snowboarding.
•   Winner of 2013 Transworld Snowboarding Riders Poll Award for "Best on-line Video Series" with the adidas Snowboarding
"Welcome          " films.

ACTION SPORTS Global Brand Marketing Director

•   Led the creative direction for adidas Originals global brand campaigns
•   Liaison between the Global Brand Marketing team and the advertising agency.
•   Ensured that all communication contained a red thread of "Originality" so consumers "get it"
•   Managed an $8 million budget allocated to above-the-line and below-the-line marketing initiatives for the Sport Style Division (Originals)
•   Worked with an integrated team to develop advertising, media, PR, web, trend, grassroots and retail marketing efforts.
•   Directed partner marketing initiatives including: Lollapalooza, and Lords of Dogtown, a Columbia Tri-Star production.
•   Developed and brought to life global Brand TV commercials including: "House Party", "Street Party" and "Star Wars Cantina."
•   Worked with performers, entertainers, talent and athletes to promote the adidas Originals brand.


Key Achievements
Led creative production on several large brand anthems including: Star Wars Cantina	http://youtu.be/BsQHpS4_iAs
adidas House Party	http://youtu.be/624Cegya9JE
adidas Street Party	http://vimeo.com/10719593

ORIGINALS Global Brand Marketing Creative Director

•   Coordinated marketing direction for adidas Originals category.
•   Worked to develop US and Global category direction with regards to below-the-line marketing.
•   Managed an $4-6 million budget allocated to above-the-line and below-the-line marketing initiatives for the Sport Style Division (Originals).
•   Worked with an integrated team to develop advertising, media, PR, web, trend, grassroots and retail marketing efforts.
•   Integrated Action Sports content into overall brand messaging.
•   Developed the launch strategy for 9 adidas Originals retail stores over 18 months.
•   Supervised co-op retail partner communication and third party programs including sponsorship agreement between adidas Originals and EA Sports' newest
game, "Skate."

AMERICA Marketing Communication Manager

Germany
•   Managed an international creative team of five designers in Germany at adidas-Salomon headquarters.
•   Responsible for brand visual language and communication tools for: Originals, ClimaCool, a3, and Soccer divisions.
•   Led a team that managed creative content for all below-the-line materials.
•   Worked with Designers and served as lead writer, ensuring integration of collateral with advertising, PR, in-store, internet, trend marketing, and with the consumer directly.
•   Learned how comedy was essential in dealing with the rigors of a German company.

SALOMON AG Creative Manager and Sr. Copywriter

•   Collateral and catalog writer responsible for Footwear & Apparel printed material.
•   Developed press releases, scripted Nike's in-store videos, and Concept Selling materials.
•   Composed hangtags and a surplus of other marketing collateral.

Copywriter

Find out detailed information about Jess Weinstein, Marketing Director in Portland, OR

Jess Weinstein: Marketing Director in Portland, OR

Jess Weinstein

University of California