Resume

DANIELLE HICKS

Wallingford, CT 06492 | (978) 509-3616 | Danielle.Hicks518@gmail.com | http://www.daniellemhicks.com

 EXPERIENCE

HOBOLITE 

VP of Marketing 2021-2024

As a founding member, lead the United States marketing initiative and Go to Market Strategy of new brand and product launch for line of vintage styled photography and videography lights.

  • Provided creative direction on logo design, product aesthetics and naming.
  • Developed a magazine quality website, hobolite.com, to support brand launch efforts.
  • Created and implemented Go to Market strategy and pivoted from launching with a Kickstarter, to direct launch campaign.
  • Single handedly implemented CRM system and email drip campaigns supported by digital advertising to build a list of over 8,000 interested potential customers prior to launch.
  • Leveraged industry relationships and leading influencers to obtain before launch reviews in top industry publications and social platforms. 
  • Pitched product into features in WIRED, NYLON Singapore, and BASIC magazine, in addition to industry targeted publications PetaPixel, FStoppers, PhotographyTalk, etc.
  • Created an influencer marketing strategy to partner with brand ambassadors to promote products before and after product launch.
  • Built a large and growing social media following creating accounts from scratch utilizing content marketing strategies and development combined with targeted social media advertisements. Building an audience with a combined reach of approximately 9,000.
  • Hired and mentored junior marketing staff and managed third party partnerships in PR, Creative, and SEO.
  • Worked directly with the Company Founder and CEO located in Shanghai to advise on Marketing best practices and US Market differentiators.
  • Setup and attended 7 marketing shows in 4 countries – coordinated shipping/sales/campaigns/strategies/etc.
  • Implemented automated Third Party Logistics processes between Shopify website and Distribution vendor.
  • Utilized website analytics and trends to influence promotional and operational decisions.
  • Encouraged a culture that listens to customers closely and delights them with our user experience and service.
  • Worked with the Technology Division to explore innovations that meet current and anticipate future customer needs.
  • Main point of contact for the sales division to develop and refine highly effective and efficient processes and procedures to meet/exceed defined KPIs and metrics of success.

JUICEBAR, Norwalk, CT

Director of Marketing – Content and Product Marketing 2021

Directed all content and product marketing initiatives for rapidly growing startup in the EV charging space. Managed third party partnerships in PR, Creative and SEO. 

  • Developed communications and brand strategies to increase brand notoriety and build media relationships. Increased media presence with multiple press & government interviews and mentions monthly.
  • Developed content that aligned with brand vision and strategies, as well as technical documentation such as Installation Guide and spec sheets.
  • Grew social media and web presence 150%.
  • Lead initiative to design and develop a new website complete with creation of new content, and built a comprehensive SEO strategy to position JuiceBar as a market leader.
  • Worked alongside Product Development to bring new products to market and developed a Go to Market Strategy.
  • Ghost wrote monthly thought leadership articles for forbes.com under CEO’s byline.
  • Acted as a subject matter expert, strategic advisor and partner to the executive team on all initiatives.
  • Created yearly departmental budget for all marketing initiatives. 

Q-TRAN, INC, Milford, CT

Director of Marketing 2019 – 2021

Directed all marketing activities, and managed marketing department staff for a growing LED manufacturer. Cultivated talent, grew social media and web presence while setting the strategy and direction of the marketing department.

  • Built a talented and diverse marketing department from the ground up-responsible for graphics, video, content and communications.
  • Lead a complete website redesign and overhaul of digital marketing strategy. Brought company SEO rankings up to top-two first page positions on top 10 keywords – from original rankings of 16-25.
  • Increased social media engagement and followers on Facebook, LinkedIn, and Instagram
    • Instagram increase 531%, LinkedIn increase 210%, Facebook increase 22%
  • Provided product/project management leadership to cross functional teams tasked with the timely execution of high-quality innovation programs.
  • Developed and implemented processes to provide sales support through documentation, event management and rep network communication.
  • As a member of the Executive Team, worked cross-departmentally on various projects from setting the company’s overall strategy to launching new products and setting up new processes.
  • Pivoted heavy reliance on trade show attendance in 2020 to launch a successful webinar series “Q-School” complete with the buildout of an in-house video production studio to support live sales calls and product demonstrations.
  • Created and implemented the yearly marketing plan and budget, supporting the company’s strategic objectives and overall growth.

DUR-A-FLEX, INC, East Hartford, CT

Marketing Content Development Manager 2018 – 2019

Responsible for creating, improving, and maintaining all marketing content both on and offline. Created a comprehensive content and branding strategy utilizing market trends and company metrics to differentiate the company in the marketplace. 

  • Built and developed StartwiththeFloor.com as a stand-alone company blog to serve as a center of information and expertise in the resinous flooring industry.
  • Managed the creation of product content for all marketing channels.
  • Increased social media engagement and followers on Facebook, LinkedIn, Instagram, and Twitter by 20%.
  • Produced and directed company videos focused on new products, brand awareness, and company positioning. 
  • Created and published new and engaging content across the website, newsletters, press releases, white papers, brochures, and social media.
  • Developed a well-rounded editorial calendar aligned with short-term and long-term company goals and created cross-platform vertical market campaigns to reach new and existing customers.

BRADY CORPORATION – WORKPLACE SAFETY DIVISION, Branford, CT    Marketing Communications & Merchandising Manager 2015 – 2017

Oversaw strategic planning of marketing print products and catalog production of multiple brands and titles. Developed business plans and marketing strategies for market penetration and order forecasts. Managed new product implementation, catalog, and webpage presentation and design. Established and maintained a consistent brand image throughout all marketing initiatives across social, email, catalog, web landing pages, and microsites. 

  • Managed and led cross-departmental teams as well as 7 direct reports on the creation of product content for all marketing channels, consistent with brand design, and ensuring that the products were orderable in each channel – print and online.
  • Served as project lead for new data migration, optimization, and build project overseeing a multi-faceted international team; completed project on time, and on budget.
  • Managed social media channels and campaigns for three business units: Seton, Emedco, and Seton Canada.
  • Led merchandising team on the creation of catalog sections, optimizing pages to promote best sellers and new products, and executing on-site SEO strategy to support these products.
  • Project management of business category reviews for multiple product lines to generate increased sales and customer experiences both on and offline. 
  • Managed the development of new customer informational portals that housed product documentation, informational videos, and industry resources.
  • Produced and directed new product videos to enhance customer buying experiences on top product lines.

BERKSHIRE HATHAWAY HOMESERVICES NEW ENGLAND PROPERTIES, Wallingford, CT          

Marketing & Corporate Communications Manager 2011 – 2015

Led and managed 2 direct reports within the creative marketing department to ensure projects remained on task and were completed by deadlines.  Managed all offline and online communications from the department both internally and in public facing.

  • Headed brand transition from Prudential Connecticut Realty to Berkshire Hathaway HomeServices.  Successfully managed brand consolidation through strategic design and creation of marketing collateral materials for public advertising, internal promotion, and agent use in attaining listings, prospecting, and hiring new agents.
  • Planned and coordinated annual awards event for 1,000 people, including writing CEO’s and MC’s speeches, constructing PowerPoint Presentations, creating and maintaining the event budget, and coordinating entertainment and decorations. 
  • Developed and implemented overall digital marketing strategy including redesigning the company website, and corporate YouTube page, creation of the company’s mobile website and mobile application, and initiating the corporate social networking strategy- increasing Facebook “likes” by over 70%.
  • Developed an annual corporate communications plan to establish and meet annual goals for market media penetration. Including negotiation of contracts with print vendors to establish desired rates for brand and promotional property advertisements. Managed, coordinated, and distributed monthly employee newsletter. Responsible for distributing all corporate press releases to the media, and increased press release pick-up frequency by 20%.        
  • Contributed to fundraising efforts for the company’s chosen charity the Sunshine Kids raising $17,000 through our corporate event and $220,000 companywide in 2013.

Corporate Communications Specialist 2011

Oversaw all content within the marketing department from web to print marketing collateral.

Edited and re-wrote quarterly market report, wrote accompanying press release, and distributed it to all media contacts.

  • Reviewed all advertising for brand consistency, and developed relationships with editors and advertising directors.
  • Built and managed a public relations media contact database for press release distribution.

HARTE AUTO GROUP, Meriden, CT              

Marketing Manager 2009 – 2011

Collaborated with the Director of Communications to strategize new marketing campaigns, promotional activities, and corporate programs, and advised employees on recent specials.

  • Hired and Trained call center new hires on customer service etiquette, scripts, and call procedures. 
  • Maintained company websites with weekly specials highlighting corporate programs.
  • Built and maintained social marketing pages; Facebook, Twitter, and Blog with the latest industry news, interesting articles, and videos to improve the company’s reputation and increase revenue.
  • Managed monthly newsletters and email campaigns for distribution to customers.

ADDITIONAL EXPERIENCE

THE HERSHEY COMPANY, Hartford County, CT          

Retail Sales Representative 2007 – 2009

Supervised summer sales intern; provided training on the sales process, sales charting, and customer service. Interviewed and trained new hires for Retail Sales Team and Summer Interns. Ensured 100% distribution of products throughout the Central Connecticut Region and monitored regional sales weekly, determined individual plans to increase sales at each store level.

UNIVERSITY OF CONNECTICUT, Storrs, CT

Assistant Program for Sales Excellence 2006-2007

AMERIPRISE FINANCIAL, East Hartford, CT

Licensed Financial Advisor 2006

EDUCATION

University of Connecticut, Storrs, CT

Bachelor of Science in Business Administration Major: Marketing; Certificate in Professional Sales

 TECHNICAL SKILLS 

Adobe Creative Suite, Microsoft Suite, Stibo Systems, HootSuite, Sprout Social, Google Suite, Google Analytics, WordPress, Shopify Magento, Salesforce, Airtable, SAGE CRM, HubSpot, SharpSpring CRM, Aspire, Canva, JIRA, Slack, Airtable, Zoom

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