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EXPERIENCE

In the past, I have developed entire advertising campaigns where I’ve researched the target market, compared the competitors, made positioning statements, established comprehensive content calendars for product maturity, collected primary data, designed advertisements for all mediums and pitched the product to business professionals.

 

My experience has allowed me to develop into a strategic thinker. I have been responsible for creating, developing and executing national brand awareness campaigns and have enjoyed developing personalized marketing and promotional plans. I have also designed comprehensive sub-licensing contracts that provided growth in overall margins and royalty performance, and am confident in my ability to help set and reach goals in an effective and professional manner.

 

And among other things, I have enjoyed developing a digital marketing strategy to ensure I reach my goal. This is my favorite part of my job now. I am excited to apply what I have learned in the past to help guide new campaigns in the future.

2018 - Present

SENIOR DIRECTOR OF MARKETING

  • Lead the global team of in-house digital marketers, manage agencies in the US and India, and coordinate with PR and IT teams in Europe

  • Oversee the strategy, development, execution, and tracking of all digital marketing efforts including the website, SEO, paid media, email, social media, marketing automation, and sponsorships (print, digital, outdoor, thought leadership content)

Key Accomplishments

  • Account-based marketing targeting CEOs and CTOs from companies with the highest revenue opportunities led to over $100 million in 5G network sales.

  • Email nurturing and campaign-specific retargeting through online advertising to key decision-makers led to $23 million in software sales.

“Alex develops innovative strategies and solutions, resulting in a substantial contribution to the continued growth of the organization. He demonstrates an ability to transfer a vision into execution, and as a result, his data drives much of the marketing agenda.” SVP, Marketing

Mavenir

Feb 2022 - Present

DIRECTOR OF MARKETING

Sept 2020 - Feb 2022

  • Optimized team’s bandwidth and budget by building out advertising campaigns based on business data, industry trends, competitor analysis and CPM reach

  • Provided strategic direction for all creative assets during Mavenir’s rebrand including new brand guidelines, digital and print designs, and sales collateral

Key Accomplishments

  • Google retargeting and new website UI/UX development led to a $600,000 sale and earned a finalist nod for the AMA Marketer of the Year award.

  • Doubled conversions from online ads by developing a revenue-based spending model and applying Google AI learning to target Ideal Customer Profiles.

SR MANAGER, MARKETING & ANALYTICS

Mar 2018 - Sept 2020

  • Utilized ultra-targeted account-based media buying practices based on audience demographic, geography, company, and lifecycle stage

  • Created executive-level insights through Google Data Studio and HubSpot dashboards that allow for campaign monitoring on a daily, weekly, quarterly and annual basis to help develop sound forecasts in support of future marketing plans

 

Key Accomplishments

  • Tracked and targeted high-value leads in Hubspot to funnel over $7 million into the Salesforce opportunity pipeline.

  • Media sponsorship and online ads targeting Chief Technology Officers generated $4 million into the sales pipeline.

DIRECTOR, CONTENT MARKETING

Feb 2015 - Mar 2018

  • Managed all day-to-day editorial operations and both in-house and outsourced content creators, copywriters, designers, videographers, and developers

  • Supervised the planning and operation of all digital and print content produced to drive sales, increase engagement, and influence positive customer behavior

 

Key Accomplishments

  • By creating an extensive marketing calendar with new and repurposed content, we saw the highest number of inbound leads generated in a month, quarter, and year timeframe - up 612% year over year.

  • Won the AMA Marketer of the Year award for Best B2B Branding after launching two new sub-brands for the Dallas Morning News.

2015 - 2018

Dallas
Morning News

DIGITAL MARKETING DIRECTOR

April 2010 - Feb 2015

  • Developed national marketing strategies for Betty Crocker Fresh Produce

  • Managed national campaigns (TV, radio, POP, online, print, billboards) 

 

Key Accomplishments

  • Launched and grew the Betty Crocker product line from regional participation to nationwide sales with various grocers, including Albertsons, Walmart, and Kroger.

2010 - 2015

Nonpareil

Testimonials

“Alex works on many tasks at once, yet still has a strategy and a purpose from step one. He is a high performer, deeply committed to the brand, and constantly pushes himself, and the team to learn more, be better, and make a real difference.” 

SPECIAL PROJECTS

Reply All

ebooks

Named a Killer Content Awards Finalist​ for measurable ROI after repurposing one ebook into over 40 pieces of content across seven mediums and help increase revenue by 106%.

Edison on Main

Marketing Toolkits

Wrote, designed, and published a line of marketing toolkits that educate entrepreneurs to execute start-to-finish marketing campaigns, reach customers, and grow revenue.

EXPERTISE

EXPERTISE

CAMPAIGN DEVELOPMENT

My goal with each new piece of content is to drive sales, increase engagement, and influence positive customer behavior. I have developed national marketing strategies that have generated a record number of qualified sales leads using a mix of marketing initiatives including copywriting, blog posting, email, social media, digital advertising, display remarketing, PR and more.

COMPUTER SOFTWARE

I am experienced with multi-channel marketing automation and email automation platforms, Salesforce CRM, project management software (Wrike & Trello), Adobe Suite, social media marketing tools (SproutSocial & Hootsuite), WordPress, with HTML and Javascript exposure on WordPress and Drupal content management systems.

CONSUMER IDENTITY

I understand that consumers are not all alike. One item I have worked to implement for every brand or product line I work on is the integration of web analytics and listening tools online through Google Analytics. The ultimate goal of listening is to learn how an audience receives and digests information so that the brand can properly target them.

  • CRM: HubSpot, Salesforce

  • Creative: Adobe Suite, Canva

  • Online Ads: Google, Bing, Social Media Advertising

  • Google: Suite, Analytics, GDS

  • CMS: WordPress, Drupal

  • SEO: SEM Rush, HotJar, Yoast

EXPERTISE

SKILLS

  • Leading Remote Teams

  • Marketing Automation

  • Paid Search 

  • Display Advertising

  • Outdoor Advertising

  • Remarketing

  • Account-Based Marketing

  • Media Buying

  • Sponsorships

  • Media Relations

  • IPO Planning

  • Search Engine Optimization

  • Conversion Rate Optimization

  • A/B Testing

  • Competitive Research

  • LTV & ROI Analysis

  • Customer Journey Mapping

  • Buyer Personas

  • Content Calendars

  • Copywriting

  • Branding

  • Project Management

  • Social Media

  • Email Marketing

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