Washington State University

Director of Marketing (United States) at FFW

Seattle, Washington, United States

Lead U.S. marketing strategy and manage U.S. marketing team. Coordinate and contribute to global marketing strategy and initiatives. Initial focus on fundamental reconstruction of department communication, process and management, and strategic approach. Ongoing focus on strategizing cross-department business development initiatives, new marketing channel development, refining overall messaging, and developing target segmentation campaigns.

Director of Marketing (United States)

- Developed and led organizational shift to new strategic partnership channel, which spurred the creation of a dedicated partnership team, becoming the primary influence on our entire organization's demand generation efforts.• Created public relations and earned media strategy. Organic efforts garnered over one billion impressions and numerous feature stories in national outlets including NY Times, USA Today, Inc, NBC News, Today Show, Good Morning America, and The Daily Show.• Developed and drive empathy-based communication strategy designed to differentiate company among industry landscape of prevalent predatory practices and resulting client skepticism.• Led organic PR campaign to promote story of company $70,000 minimum wage which resulted in headlines around the world, and a historic impact on business including near-doubled profits and over a 100% YOY increase in new accounts.• Identified potential strategic relationships, analyzing cost-benefit and negotiating terms.• Provided vision and design strategy for small business storefront-themed aesthetic of new office space build out, a shrine showcasing company's dedication to independent business owners.• Founded company marketing department, grown to team of 13. Drive all marketing activity including digital marketing, partnership strategy, content for all social media channels, trade show and event activation, and video production.• Created and secured speaking and endorsement opportunities for CEO including speaking opportunities, thought-leadership content contribution, and national awards.• Captained comprehensive brand refresh and overhaul of web platform with heavy focus on user experience and easily attainable information. Developed demand generation and user conversion strategy.• Contributing writer to Forbes of thought leadership articles on marketing and communication.

Gravity Payments

Director of Marketing and Communications

- Developed materials and programs positioning MillerCoors premium light brands to on-premise accounts as reliable revenue generators to combat burgeoning craft beer segment.• Managed partner agencies, timelines and budgets for national MillerCoors programs for activation at restaurant, hotel, casino gaming, and travel accounts including Applebee’s, TGI Friday’s, Holland America Cruise Line, Caesars Entertainment and Princess Cruises.• Developed unique PAB brand interaction experiences tailored to specific customer segments. Brought brands to life through engagements at point-of-decision.• Created and presented interactive MillerCoors promotional and sales planning presentations to establish category captaincy in the on-premise segment.

The Integer Group

Senior Account Executive

- Developed local and regional integrated marketing promotions, sponsorships and event activations to drive brand awareness and sales for all Pacific Northwest Qdoba locations.•	Owned all elements of localized marketing plans including advertising, publicity, brand management, event activations, promotional collateral, in-store POP and social media.•	Managed promotional agency, overseeing performance and deliverables, co-concepting creative tactics, and executing promotional programs.•	Forecasted and managed department budget and tracked promotion campaign ROI.•	Provided creative direction to peers. Concepted all creative content for both local and multi-market campaigns. •	Expanded promotional events to enhance brand experience by tying-in multiple guest interaction vehicles, accomplishing several campaign objectives simultaneously.•	Led development of store opening awareness, and new customer channel strategy and plans.•	Managed promotional and event teams as large as 20 staff members. Scouted and hired paid brand ambassadors.

Qdoba Restaurant Corporation

Field Marketing Specialist

- Managed interactive media buys, scheduling and reporting. Synchronized budget and timelines with partner agencies.•	Drafted creative briefs to meet client objectives based on user research, marketplace trends and demographics.•	Provided innovative strategic direction for interactive marketing initiatives and major account pitches.•	Became agency expert in emerging technologies, new-age marketing.•	Strategized and developed communication campaign to promote internal use of MS Windows Mobile phones.•	Produced and hosted Microsoft Live Meeting sessions.

Ryan Pirkle