(414) 614-2989
jbrake73@mail.com
linkedin.com/in/jenbrake

Innovative marketing leader skilled in creating and implementing marketing strategies, executing brand plans, and utilizing market research to identify customer needs. Demonstrated ability to increase brand visibility and market share for B2B companies and direct-to-consumer brands.

Team Leadership
Brand Development
Digital Marketing
Advertising and Social Media
Strategic Planning
Content Marketing
Communication Plans
Budget Management
Market Research, VOC and Segmentation
Product Marketing
Campaign Development
Event Marketing
Branding, Merchandising and Packaging
B2B and DTC Marketing

• Developed brand strategy and led marketing initiatives to grow awareness, trial, loyalty and advocacy through succinct messaging to internal, B2B and B2B2C and DTC audiences.
• Built global marketing departments from the ground up including brand development, market research, marketing strategy, content and channel development, digital marketing and analytics.
• Launched 6 premium global consumer brands in North America. Developed launch plans including brand messaging, packaging, channel marketing, and communication campaigns.
• Led one-year, three-year and 10-year strategic planning process including SWOT analysis, positioning, goals and objectives, forecasting and budgeting with team of organizational leaders.
• Spearheaded rebranding efforts for 4 consumer brands including positioning, promise, tonality, product ID, packaging, online, event and in-store elements and communication campaigns.
• Designed websites, blogging and ecommerce platforms delivering 65% increase in visits, new users and page views. Increased web leads 25%, Ave. order size 15% and sales 10%.
• Conceptualized internal web-based ordering system that delivered 25% labor savings, increasing speed of transactions and order accuracy while decreasing number of reworks.
• Led drip marketing campaigns delivering $4 million in sales and 137% increase in online traffic.
• Spearheaded quantitative and qualitative market research studies and competitive analysis to grow market presence, segment audiences, tailor messaging and develop plans based on consumer behavior.

Director of Brand Marketing
Hultafors Group North America, December 2020 – February 2023
Member of the Executive leadership team. Launch, manage and promote hardware and PPE brands to drive brand awareness, retail growth and market share. Brands include: Johnson Level, Hultafors Tools, Custom Leathercraft, Kuny’s, Martinez Tools, ScanGrip, Hults Bruk, Snickers Workwear, Solid Gear Footwear and Hellberg Safety.

• Enhanced brand recognition by developing and executing creative marketing campaigns.
  
• Led strategy to define mission, vision, and values for the company leveraging insights to develop multi-year strategic marketing communication plans.
• Deployed VOC and primary research projects to develop brand platforms including promise, positioning, and visual graphics; developed campaigns and marketing content distinct to each brand's unique value.
• Built, led, and mentored the marketing team, leveraging individual skills, maximizing efficiency, streamlining processes, and prioritizing projects.
• Established brand consistency across all communication channels (print, digital, event, social), elevating the company's overall image and reputation.
• Managed successful product launches and rebranding initiatives, resulting in increased sales and market share.
• Oversaw all digital and offline marketing; website, SEO, email campaigns, social media, advertising, influencer outreach, in-store merchandising, and trade show marketing to reach and engage with consumers and retailers.
• Led the development of creative materials, and oversaw relationships with agencies, creative vendors, and licensing partners.
• Optimized marketing budgets, allocating resources efficiently for maximum ROI on campaigns.

Freelance Marketer
Freelance, February 2019 - Present
Work with clients to provide marketing strategy, content marketing, and communication expertise.

• Plan and manage execution of marketing plans, strategies and promotional programs that drive interest and sales.
• Develop marketing plans, branding, and promotional strategies.
• Devise and implement advertising and communications strategies.
• Website design and development including graphics, content creation, and keyword research.
• Content marketing creation including brochures, flyers, briefs, etc.
• Advise on branding, positioning, communications, and marketing tools.

Marketing Manager
Hultafors Group North America, February 2019 – December 2020
Led branding, marketing, and communications for Johnson Level and Hultafors Tools brands in North America.

• Plan and manage execution of marketing plans, strategies and promotional programs that drive interest and sales.
• Establish brand positioning and execute brand guidelines and brand building initiatives.
• Build from scratch + lead a successful team of marketing professionals in charge of advertising, digital, retail, social and PR communication campaigns.
• Drive brand awareness, end-user database development, and customer acquisition through SEA, SEO, email, trade shows, field events, social media, PR and other communication vehicles.
• Build awareness, trial and growth through packaging, merchandising, print/digital content, advertising, and PR.
• Support product launches and refreshes by working closely with colleagues in sales, engineering, product development, and finance, 
• Plan and execute trade shows, influencer, media and customer events.

Marketing Manager
Marking Services, Inc., April 2013 – November 2018
Led brand communications, marketing team and market strategies for B2B (business to business) global industries.

• Develop comprehensive marketing strategic plans. Direct all marketing efforts of print and digital media, e-campaigns, social media, website, video/print materials, media plans and strategy.
• Establish marketing department. Hire, coach and lead corporate marketing team.
• Analyze key marketing performance metrics and tracking tools to provide market research, competitive analyses, campaign results, and segment trends in order to translate results into actionable insights for marketing team.
• Design websites (US, Canada, Australia) and multi-facetted ecommerce platform.
• Create, update, modify and analyze all electronic marketing including website, eCommerce systems, social media and e-campaigns.
• Spearhead digital marketing, PPC, online advertising, social media content and e-campaigns.
• Create catalogs, service literature and product sell sheets and other marketing collateral.

Marketing Manager
Serigraph, Inc., January 2006 - April 2013
Develop and execute marketing strategies for eight business units to increase business and grow market share. Verticals: Automotive, Appliance, Consumer Electronics, Industrial, Medical, QSR, Sporting Goods, Retail 

• Targeted market studies of new customers, markets, and products.
• Create, implement and track in-bound marketing activities (blogging, social media, email marketing, nurturing campaigns, etc.) to drive targeted profitable customers through the sales cycle.
• Design and manage website showcasing company identity, breadth of capabilities, and industry leading products.
• Tradeshows and technology showcases that deliver the best possible audience and ROI.
• Sales presentations demonstrating Serigraphs' unique product offerings and 360° services.
• Implement advertising campaigns in key trade publications for new market development.
• Update and develop product sell sheets, literature and other marketing collateral.
• Quarterly regional meetings and annual sales meetings to convey strategic vision, increase knowledge of technologies and services, and celebrate major accomplishments.
• Produce and monitor rolling sales forecast.

Healthcare Marketing Coordinator
Johnson Controls, Jun 2000 - Oct 2004
Marketing and sales support for the healthcare market at Johnson Controls in North America.

• Develop and maintain internal sales website
• Market Segmentation to identify key prospects
• Develop database of market intelligence and prospect companies
• Coordinate and market industry meetings
• Plan and execution of internal sales meetings
• Research relevant market niches and potential customers
• Coordinate activities for industry tradeshows
• Develop quarterly sales newsletters

Development Coordinator
Milwaukee Public Museum, 1998 - 2000
Responsible for daily activities in support of a donor and membership development programs.

• Coordinated and support donor and membership marketing programs
• Maintained high level donor records
• Acknowledged donations, and prepared correspondence regarding the Museum and its programs
• Arranged and attended events with high-level donors and prospective donors.

Database Market Administrator
GMR Marketing, 1996 - 1998
Responsible for administration and research for market databases in correlation with GMR's event marketing programs. 

• Designed and maintained databases for individual marketing programs
• Researched relevant market events and industries for strategic planning
• Designed survey activities for customer programs
• Coordinated and support customer marketing programs

Bachelor Of Arts – Business Administration
Cardinal Stritch University – Milwaukee, WI
2005 – 2008
3.9 GPA
Activities and societies: Habitat for Humanity

Associate of Arts – Marketing
Waukesha County Technical College – Waukesha, WI
1994 – 1996
3.5 GPA
Activities and societies: Wisconsin Marketing and Management Association
Treasurer - WMMA Waukesha Chapter

Adobe Creative Suite, Microsoft Office, WordPress, Squarespace, Google Analytics,, AdWords, Hubspot, Constant Contact, Canva, EPiServer eCommerce /CMS, SharePoint, OneDrive, Google Drive, Dropbox, Reputation, Basecamp, Dynamics CRM, Salesforce CRM, SPSS Statistics, FileMaker Pro, Titan CMS, Access, Hot Metal Pro, InstaPage, Slack, Facebook, Instagram, YouTube, Vimeo, LinkedIn, TikTok, 

Team Leadership, Digital Marketing, Brand Management, Content Marketing, Social Media, Marketing Management, Strategic Planning, Communication, Market Research, Product Marketing, Advertising, Analytics, Search Engine Optimization, Budgeting, Blogging, Merchandising, Packaging, Email Marketing, Event Marketing

Pro-active and Responsible, Strategic Thinker, Creative Problem Solver, Detail Oriented and Organized, Positive Team Leader and Teammate, Committed and Hard-working. Excellent Collaboration, Excellent Multi-tasking, Suburb Oral/written Communication. Excellent Copywriting and Editing, Outstanding Project Management, Analytical and Budget Driven