Resume — Brandon Splane

Led new product positioning and story development based on hard data, trends in the market, and customer insights
Led and executed product launches as well as seasonal and evergreen integrated, 360-marketing campaigns
Lead copywriter and brand voice across all assets (paid ads, web, packaging, email, etc)
Owned email, SMS, and in-app campaign execution with proven YOY improvements to KPIs
Developed and executed on in-depth, multi-tier email marketing automations to increase customer conversions and engagement
Regularly worked cross-functionally with multiple teams to ensure campaigns were accurate, effective, and delivered on time
Tracked, analyzed, and reported on marketing creative performance to inform data-driven decision-making and campaign optimization
Drafted shot lists/storyboards for photo and video shoots to support paid ads
Managed outside creative teams and individual contractors to ensure agencies stayed on-brand for contracted projects
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Led omni-channel brand marketing campaigns from strategy through execution, measurement, and reporting
Led the company email marketing migration from Mailchimp to Klaviyo, working cross-functionally with the engineering team to ensure optimal utilization of Shopify plug-ins for drastically increased customer conversions via email
Crafted brand voice and led copywriting across all digital and physical company assets
Owned the management of the marketing content calendar and ensured all relevant teams were held accountable for deliverables
Led the ideation, project management, and execution of creative marketing campaigns and collaborations with outside agencies
Leveraged social listening to inform, craft, and pivot product messaging as necessary
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Worked with the development, design, and customer experience teams to support the development of new product stories and messaging for marketing deliverables prior to launch
Identified social influencers and content creators in both the customer and peer space, while also establishing and managing those relationships
Identified affinity groups within our #anovafoodnerd community to speak to and foster for heightened engagement across social and email
Conceptualized and wrote long-form, SEO-optimized, educational blog posts on various culinary topics relevant to identified customer pain points or FAQs
Assisted in event planning, coordination, and execution of in-person and online product events such as cooking classes and streaming AMAs
Assisted in copywriting across all digital platforms and packaging
Managed and optimized our affiliate sales program via AvantLink
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Developed cross-channel marketing plans, strategies, and budgets based on market research findings
Owned the content calendar management and daily execution of marketing campaigns across all channels — social media, email, print, and digital media
Measured and analyzed the effectiveness of marketing campaigns to make data-driven adjustments as needed
Owned the company's branding and messaging to ensure consistency and alignment with the company's values across all channels
Ideated, executed, and organized all company creative assets and photography
Conducted low-cost market research to identify the company’s core demographic and their needs/preferences
Organized and executed on brand events including successful crowd-funding campaigns, trade shows, and product release parties
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Worked collaboratively with the CEO to ideate and execute on all key marketing initiatives
Identified and sourced new clients while building and maintaining brand relations with existing retailers
Regularly contributed to the blog and updated brand website with new product descriptions
Identified, established, and managed relationships with social influencers, content creators, and artists for online collaborations as well as physical product collaborations — driving engagement and sales simultaneously
Facilitated the organization and execution of brand events including trade shows, sample sales, and product release parties

Conducted weekly competitive analysis of the eyewear industry, specifically related to outdoor and extreme sports
Created blog content and sourced new interesting and on-brand collaborators to submit playlists or stories to feature on the brand blog
Contributed to brainstorming sessions for new product development and product positioning
Contributed to creative direction and execution of brand photo shoots
Assisted in the organization and execution of brand events including outdoor sports trade shows, sample sales, and product release parties