Vladimir Rodas: in Long Beach, CA

Rebrand Joybird into a company with a holistic approach to storytelling with a focus on driving awareness through advertising campaigns and repeat purchase through lifecycle management. Develop brand guidelines, style guide, positioning, creative strategy, integrated marketing, customer lifecycle, and institute a Go-To-Market process through cross-functional partnerships. Tear down departmental silos to ensure the organization strikes a balance between performance-data and empathy, acquisition towards long term evangelists, social and influencer programs synonymous with engagement, and priorities centered around business and brand priorities. Direct reports: brand, creative/photography, lifecycle/CRM, social/influencer media, partnerships, and multiple agencies. • Revamped creative and marketing processes lowered acquisition costs by 6% and increased social engagement by 44.5%, traffic to Joybird.com by 8% and doubled demand for high margin products. • February 2020, integrated campaign helped Joybird exceed its previous 3-day sales record by $700,000. • Increased existing customer visits by 23% and repurchase through an improved Customer Lifecycle journey that leveraged data analysis and research. • Increased product inquiries on social by an average of 600% using the new brand and social media/influencer strategy. • Implemented workflows and processes to align brand strategy with business objectives. • Mentored team to be strategic and disciplined around integrated campaigns.

Develop strategies and tactics that drive revenue and deliver on business and brand KPI’s. Create positioning for Linksys, Belkin WiFi and Wemo (IoT/Smart devices) brands and products based on differentiating features, targeted insights, market trends and core strengths. Manage cross-functional relationships with Product, Program, Design, UX, Research and Sales to ensure alignment on Go-To-Market and integrated marketing programs. Brief and manage agencies (Crispin Porter, Possible, Enlisted Design, and Damage Esports Agency) for development of all brand guidelines / assets, campaign creative and packaging development. Present brand/marketing initiatives to retail accounts in support of Sales department. • Launched Esports gaming router with $85K budget, achieved $2.85MM. Used grass roots strategy with intent to garner eSports credibility. Used Twitch, influencers, social media, videos, events and gaming partnerships to reach awareness, revenue and gross profit targets. • Turned the Wemo NetCam WiFi camera from a fringe product into a top 10 selling sku by shifting to an emotion-based value proposition. • Successfully managed the Wemo brand using social and influencer to amplify the brand’s lifestyle personality. Worked closely with Apple, Google and Amazon on specific activations and trade shows. • Global lead for the 2013 Belkin Pro Cycling team ($20 million sponsorship) and the development of European retail signage to support co-branded efforts during Tour de France and other cycling races. • Repositioned, rebranded and revamped style guidelines, messaging and packaging for Belkin, Linksys and Wemo

Responsible for brand strategy, MarCom, CRM (Customer Relationship Marketing) and all marketing related functions: develop brand guidelines, integrated marketing plans, co-develop products, conduct qualitative/quantitative research (Omnibus, segmentation, etc.), art direct and approve all creative (POS, bill messaging, direct mail, OOH, etc.), manage and brief agencies (Anita Santiago, al Punto). • Achieved a net increase of 22% (22,650) net customers in 12 months, exceeding company objectives by 11,000 subscribers. Identified two points of differentiation that moved away from advertising on lowest price, redesigned products to align with new positioning and created programs to increase lead generation. • Co-developed and implemented CRM initiative that reduced monthly customer turnover by 2.1% (retention of 5,000 customers per month). • Reduced promotional acquisition costs by 60% while improving the customer lifetime value. • Created a marketing plan with almost no budget that raised brand awareness among local Spanish-speaking Hispanics from 4% to 7% in seven months. • Redesigned and rebranded six retail outlets from environmental design, employee uniforms, training materials to guidelines for reinforcing brand promise.