Martin Uttley: Sustainability and Business Consultant in Sacramento, CA

I aid in creation of the curriculum, mentoring students’ through course projects, creating assignments and quizzes, leading review sessions with students, and creating and selecting case studies that reinforce the course's core concepts. Delivering content in person and online over Zoom.

Developing a multi-sectoral business and nonprofit strategy for a Sustainable Innovation Center, Fresher Sacramento and various others. Building financial models, revenue projections and capital requirements for a new co-working, incubator and creative space. Advising on Opportunity Zone Funding and the creation of funds and other Capital investment strategies. Areas of interest include: food production, food distribution, arts and the creative economy, consumer and political technology software.

• I oversaw all departments of the brewery, including Sales, Operations, Brewing, and Retail. • I led all staff training, development, recruitment, mentorship, HR, and payroll duties. • I implemented an online, real-time sales reporting structure to help improve the sales funnel through greater transparency and accountability. This helped improve product turnover and decrease storage overheads by 50%. • I developed a customer retention and loyalty membership system to encourage regular patronage. • I developed a strategic budget plan through thorough cost benefit analysis and breakeven analysis to address operational issues and to maximize revenue. • I managed, planned, and implemented weekly and monthly events, including event promotion across multiple marketing channels. • Managed all social media accounts including paid advertising on Facebook.

Operations & Production • I produced a comprehensive waste diversion plan for Hilton SF which decreased costs by $115K pa, whilst meeting their key waste diversion objectives within the corporate guidelines. Strategy and Finance • Created a Climate Action Plan to reduce congestion and emissions for the Town of San Anselmo. • Engaging all stakeholders throughout the town and presenting recommendations to the town. Implementation of Sustainable Practices • I developed a strategic growth plan for the Tahoe Food Hub to move from a non-profit to a for-profit B-Corp to maximize their business opportunities and increase revenue generation while meeting their mission-based values. Marketing • I generated an in-depth marketing strategy and implementation plan for Safeway, Northern California, to showcase their commitment to sustainable seafood sourcing. The plan included instore marketing activations, media plans, new creative product lines and an internal staff communication plan. Sustainable Energy Management • I built an energy management plan, for Francis Ford Coppola and Virginia Dare Wineries, to reduce overall energy costs, consumption during peak times. • This solution included onsite energy storage and solar technology, which meet the company’s strategic growth goals while being an active participant in the regional community’s energy reduction and resilience goals.

• Managed sales of both on and offsite products across Northern California and Nevada. • Managing and training our distribution partners to meet our brand guidelines and help them to promote our products within their territories. • With minimal oversight and personal initiative, I grew our Bay Area points of distribution from 2 to 44 over my tenure and with an average monthly increase of 172%.

• Appency was a marketing agency that focuses on PR, branding, media buying and App Store Optimization for mobile and tablet Applications. • I handled both account management of specific high value accounts while also providing strategic insight and positioning for all clients. • My duties included writing proposals for new business and RFPs, pitching for new business to decision makers, strategic planning including media buys, strategic partnerships and implementation of campaigns.

Advertising Agencies Included: We Are Social, MeringCarson, Wallrich, Razorfish and Digitas • Developed and implemented international social media roll-out of the adidias “All In” campaign, wrote key strategy documents for adidas. • Developed blogger outreach and key influencer campaigns and events. • Produced monthly and campaign specific monitoring and engagement reports including competitor analysis’. • Primary and secondary research methodologies for developing key insights for pitches, providing strategic direction to the creative process and new brand positioning. Clients included: adidas (Global PR), Nissan, Visit California, Lodi Wine, Disney Christian Brothers, Sacramento ENT, Cares, Dignity Health, Aviva, Nespresso, Intel, and Microsoft.

• Strategic planning, research and implementation for new business pitches. Developed the strategic positioning and day to day management of social media accounts for clients. • In addition, I created and delivered training for the client’s employees on the fundamentals of social media and how it fit into the company’s objectives. • Created an Engine Group offering focusing on how PR and Social Media can be used as a communication mechanism for Corporate Social Responsibility solutions. • I also provided clients with SEO recommendations, keyword research, site audits, copywriting and Social Media implementation and strategy.