Bike

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Outdoor

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Yoga

Health & Fitness

Director of Marketing

Marketing & Sales

I've spent my entire career developing strong performance marketing strategies and leading world-class teams that deliver against business KPIs. As a strategic thinker, I'm highly motivated by the work I do and I thrive in situations where I can bring my strategy to life. 

I'm seeking opportunities to combine my digital expertise with my passion for the outdoors. 

// Directs all operations related marketing and branding. Creates strategies that maintain brand tone and voice; fosters a community of mountain bikers with shared values; and positions Yeti Cycles as the premium mountain bike manufacturer. 

// Develops annual marketing strategy and identifies key marketing initiatives that support overall business objectives.

// Manages multi-million dollar marketing budget.

// Empowers team of 8 responsible for development and execution of marketing initiatives across branding, product launch, social medial, ambassador/influencer programs, newsletters and targeted marketing programs, PR, content creation, paid advertising, website, e-commerce, CRM, events & sponsorships, tradeshow, B2B marketing, and race team programs. 

// Oversees agency and external creative contractor resources.

// Serves on leadership team, working directly with President, VP and CFO to establish annual and long-term business priorities and shape corporate strategy. 

// Oversees cross-functional efforts with sales, product development, finance, engineering and operations to identify initiatives that support brand and business objectives. 

TOP ACHIEVEMENTS:
// Led website re-design and launch that offered industry-leading consumer experience, streamlined back-end system integrations and enabled direct-to-consumer capabilities. 

// Successfully launched 7 new bikes globally over 2.5 years, resetting Yeti’s entire product line. 

// Developed and oversaw implementation of first-ever product positioning initiative to differentiate each product within the line and more clearly define each bikes purpose for consumers. 

// Created marketing strategy to expand brand audience & reach, with focus on building relevancy among younger audience. 

// Collaborated with executive suite to create annual corporate strategic planning process that was implemented across all departments.

// Established new marketing team structure to maximize resources and clearly defined roles and responsibilities.

// Lead Nike Direct* North America Digital Paid Media strategy to drive sales across key seasonal products, brand initiatives & sport moments (*Nike Direct: Nike.com, SNKRS App, Nike Commerce App, NRC App & NTC App)

// Manage paid media team responsible for Nike’s paid search, display, paid social, affiliate, natural search and influencer marketing programs

// Manage and oversee six agency relationships across media and creative

// Ensure marketing programs deliver against business KPIs, inclusive of: member acquisition, app downloads, traffic and revenue

// Manage strategic relationships across major platforms, inclusive of: Google, Facebook, Pinterest, Twitter and Instagram

// Support entire Nike portfolio, inclusive of: Nike Performance Sport categories, Nike Lifestyle, Hurley and Jordan

// Play the role of lead connection into North America Sr Leadership team, connecting brand & commerce to deliver a seamless consumer experience

Director Digital Media & Commerce

// Led acquisition marketing initiatives for North America Performance Marketing, overseeing the team responsible for driving paid search, affiliate and natural search marketing channels
// Managed multi-million dollar annual marketing budget
// Partnered with VP/GM of Nike.com to report results weekly, inclusive of deep business analysis of performance results and optimization recommendations 
// Led multiple agency RFP processes to drive efficiency and best in class partnerships

Sr Marketing Strategist

// Led strategy, management, budgeting & forecasting of North America paid search program, a $50M program
// Ensured programs delivered against aggressive efficiency & demand growth targets
// Managed agency relationship

Digital Marketing Manager

// Supported paid search, affiliate and email paid media channels
// Drove affiliate promotion communication to vendor and paid placement planning
// Established ongoing paid search testing and optimization process
// Executed Nike Factory Store monthly email sends with email COE

Digital Marketing Specialist

// Led strategic new business development presentations for display, video, mobile and email campaigns
// 2x display business in one year through the development and continued optimization of the pitch, campaign strategy, trafficking, analysis and optimization process 

Media Planner & Buyer

// Launched and managed successful lead gen focused display, paid search, email, natural search and social media campaigns for B2B and B2C clients
// Assisted with business development presentations
// Restructured the internship hiring and training program

Sr Account Manager

Find out detailed information about Kristi Jackson, Director of Marketing 

Kristi Jackson: Director of Marketing

Kristi Jackson