HEAD OF CREATIVE
EAST COAST DEFENDER
BRANDING
CONTENT MANAGEMENT
As Head of Creative, I managed the marketing department and initiatives, which have resulted in an increase in social following, lead generation, product sales, a cohesive brand plan, and an increase in the brand’s overall digital presence. Because ECD was a start up, effectively representing the brand's personality, tonality, and identity became an essential aspect of developing a content and brand strategy.
DEVELOPING CONTENT STRATEGY FOR A BESPOKE, ALL-UTILITY, LUXURY PRODUCT.
HEAD OF CREATIVE
MARKETING DIRECTOR
As a department head, it was also my responsibility to construct plans and initiatives to further business development. I managed several projects including the company website, PR, film, and television opportunities, branded merchandise, custom vehicle designs, client liaison services and all print and digital media. Managing several projects as a one-woman team created a need for extreme organization, determined follow-through, and self-motivation.
KEY PROJECTS
INVOLVEMENT
74
670
25,400
33,000
257
500
165
8,400
BRAND AWARENESS
East Coast Defender custom builds Land Rover Defender vehicles that a majority of the people in the Unites States have never heard of, so opening up ECD's brand awareness involved a complete overhaul of its brand identity. The Land Rover Defender has a very niche market filled up with enthusiasts, lifestyle buyers, and fashion buyers. The concept of the Defender was original as a go-anywhere do-anything utility vehicle with the heritage of being introduced in the early 50s - 60s. I utilized the ECDefender's luxury, custom, and classic heritage in order to leverage industry trends to produce engaging and interactive content. I introduced this content first on the the company's social media channels, and to cohesively communicate the message of "custom, bespoke, heritage", I reformed the content on all of the brand's other outlets, including the company website. Developing brand and celebrity partnerships, generating PR and scheduling outreach events allowed me to invite every potential enthusiast or buyer to get to know ECD's product and its brand. Outreach and brand awareness resulted in publications in over 50 luxury brand/automotive new sources, several media appearances, an widespread increase across social following, and a 5x increase in yearly sales.
EMAIL MARKETING//
MARKETING COLLATERAL
As Head of Creative I managed the marketing email campaigns that were delivered to over 50,000 enthusiasts and high-profile clientele, with a consistent 25% open rate. I designed and created the content for each email and collaborate with the Founders on every email campaign concept. I sent out an email campaign every week with the objective of generating a minimum of 2 vehicle sales per month from the total monthly campaigns. I developed a KPI system to measure against other campaigns and best practices to ensure my campaigns were effective, resulting in expected email sales to exceed each month.
As ECD'S brand awareness grew, so did the desire to encompass a more luxury custom and bespoke feel the brand's marketing materials. I developed several brochures, apparel, enthusiast merchandise, and custom client merchandise to best communicate to potential clients and enthusiasts that their journey with ECD was worth their investment and could exceed their expectations.
DEPARTMENT MANAGEMENT
CAMPAIGNS
I established marketing campaign strategies based on luxury vehicle market research and target audience profile development. I developed weekly, monthly, and quarterly reports for my department based on my marketing campaigns and their results. In order to promote sales, my marketing campaigns heavily focused on lead generating content that utilized social media paid advertising and Google Adwords paid advertising, along with other social media and direct marketing techniques. Sales conversions were tracked using Google Analytics, CRM software, and via social media analytics to ensure that all campaigns resulted in a healthy ROI for my department.
BUDGET
I managed the budgeting for the marketing department and produced a quarterly budget forecast based on previous budget needs and projected expenditures.
VENDORS AND AGENCIES
I closely managed and communicated with my sourced vendors and agencies, ensuring that I mean project execution deadlines and reducing the risk of project delay.
SOCIAL MEDIA
CONTENT
