Marketing Consultant – Richmond, VA
Digital Marketing and Branding Consultant July 2017 to Present
- Open for interesting assignments in all marketing matters Email me at JQErickson@rocketmail.com for a consultation.
- Affiliate and Direct marketing – Amazon.com and Clickbank.com
- Consultant for TextApeal – global cross-cultural marketing services: Market insight development and Creative Asset validation
- Luck Stone rebranding and product launch strategy specialty products.
The King Agency – Richmond, VA
Senior Account Director March 2015 to June 2017
- Manage $1.2 Million dollars in marketing and advertising budget for McGeorge Toyota.
- Accountable to client senior management for all project initiation, completion timing and results.
- Assisted client in selecting a new web content management system and migrate McGeogeToyota.com.
- Responsible to agency management for account health and resource management.
Self Employed – Richmond, VA
Digital Marketing and Branding Consultant August 2013 to March 2015
- Affiliate and Direct marketing – Amazon.com and Clickbank.com
- Consultant for TextApeal – global cross-cultural marketing services: Market insight development and Creative Asset validation
- Luck Stone rebranding and product launch strategy specialty products.
Senior Marketing Manager | Capital One – Richmond, VA
August 2011 to August 2013
Supervised and managed the development of online marketing and direct mail assets from strategy development through execution and analysis of results for the Brand Acquisition team.
• Collaborated with executive management, creative teams, and channel business owners to develop and implement digital campaigns that drive acquisition via inbound web, social media, SEM, SEO, and direct mail.
• Acted as primary project owner for internal and external (agency) creative teams, including providing creative direction, feedback, as well as set expectations for work timing and quality control.
• Supervised creative execution for critical website user experience upgrades from project initiation (discovery) to user acceptance testing with an eye for enhancing the users shopping experience.
• Consulted on marketing process improvements for direct mail as well as web creative development.
• Managed the high-profile product launch of all inbound web assets for Quicksilver (link to see my work) Credit Card.
Account Director, Retail Strategy | TPN Inc. – Richmond, VA
February 2010 to March 2011
Managed promotions strategy and retail engagement materials for Hershey and Altria brands with a focus on research driven competitive analysis, consumer insights, and effective creative.
• Directed a team of 4 client-based account service representatives providing sales solutions, marketing materials, and collateral for category leading Altria packaged goods.
• Served as primary client contact for agency project initiation and liaison to agency Chief Creative Officer to ensure innovative problem solving grounded in insights.
• Responsible to C-level management for agency account health and profitability based on workload and fulfilled client projects.
• Developed consumer promotional strategies for key Hershey brands: Kisses®, Reese’s®, and Twizzlers®
Lead Strategist | Noodle Marketing Strategy – Richmond, VA
May 2009 to February 2010
Consulting firm with a focus on insight-based marketing and campaign management.
• Developed the first integrated promotional campaign used by Visual Arts Center of Richmond. Managed promotional detail, timeline, campaign tone, key copy points, and authored PR releases.
• Consulted on campaign-based marketing for University Painters, including direct mail creative, distribution, targeting, social-networking strategy, and promotions.
Category Marketing Manager | Circuit City, Inc. – Richmond, VA
September 2003 – March 2009
Imaging & Green Initiatives Lead retail marketing of the $1.3 billion Imaging business (e.g. cameras and related technology). Managed multi-channel marketing campaigns to drive traffic, sales, and build brand loyalty in a competitive, shifting environment.
• Managed client requirements and go-to-market activation for key campaigns with multiple target audiences.
• Briefed internal creative teams and agency partners on insight-driven strategy to produce relevant, results focused communications.
• Planned, executed, and reviewed success metrics for multi-channel campaigns utilizing: print, TV, online media, e-mail, public relations, social media, affiliate marketing as well as partnerships.
• Drove efforts to update store rebates program and integrate a customer referral/loyalty programs. Category Marketing Manager- Firedog (services) & Green Initiatives Directed the Firedog® service brand’s $10M communications budget while transitioning from brand launch to ongoing operations. Selected to join the “green” leadership committee moving Circuit City to environmental sustainability.
• Refined brand personality and creative elements to differentiate service offerings while strengthening awareness.
• Developed and launched the first “to consumer” green/environmentally focused marketing programs.
• Increased brand awareness from 10% to 26% by aligning brand advertising with promotions to maximize the budget; one campaign drove an incremental $8 million in revenue in four weeks. Strategic Marketing Manager- Acting Partnerships Manager Refined campaign discipline to for television category while driving the use of alternative marketing tactics.
• Implemented multi-channel campaigns based on consumer and competitive insights, resulting in a Plasma/LCD dollar share increase from 9.2% to 20.1% in just two years.
• Launched Sony PlayStation3 with a viral PR campaign resulting in over 35 Million blog impressions, 220 print stories and over 750 TV news stories.
• Developed and nurtured relationships with Coke® and Pizza Hut® that lead to five partnership-marketing programs with in 2 years and culminated in the creation of a partnership-marketing department.
• Formulated and executed the strategy for leveraging the NFL in Circuit City/Samsung’s Super Bowl XLI cross-promotion that produced more than $500K in vendor funding, 16% sales increase and more than $2 million in additional earned media.
Strategic Planner | Saatchi & Saatchi Advertising, New York, NY
August 2002 – September 2003
Planned advertising strategy on key TYLENOL brands: PM, Arthritis Pain, Sinus & Cold, and Children’s products.
• Built strategic messaging platform for the successful launch of TYLENOL Severe Sinus Congestion and TYLENOL Cold Day & Night packs.
• Optimized consumer targets for key products TYLENOL Arthritis Pain and TYLENOL PM based on brand perception and consumer lifestyle research.
• Redesigned creative research and copy testing method for faster, more reliable research at a lower cost.
• Collaborated with creative teams to produce relevant, customer focused campaigns for key portfolio brands.
Senior Manager, Creative Planning | UPSHOT Chicago, IL
March 2000 – June 2001
Clients: Absolut Vodka® Cingular Wireless® Microsoft SBC Telecommunications Sprite® Wizmo.com
Senior Strategic Planner | Eisner Communications, Baltimore, MD
August 1997 – February 2000
Clients: Children’s National Medical Center, Helix Healthcare, Metal Roof Association, MileOne® Automotive, Maryland Lottery, Polaroid ([x]oor® Sunglasses), Recreational Vehicle Association (GoRVing), Thingamajob.com
Research Director | WRLH Television FOX35 – Richmond, VA
July 1995 – August 1997
EDUCATION: B.S. Marketing, 1994, Virginia Commonwealth University – Dean’s List and Golden Key Honor Society
COMPUTER PROFICIENCIES: Adobe Acrobat Pro, Excel, Google AdWords, Pages, PowerPoint, Word
SKILLS: Account Planning, Brand Architecture, Brand Management Campaign Management, Category Marketing, Consumer Packaged Goods CPG, Integrated Marketing, Online Marketing, Partnership Marketing, Qualitative Research, Quantitative Research, Retail Marketing, Search Engine Marketing SEM, Search Engine Optimization SEO, Social Media, Strategic Planning
AFFILIATIONS: President Alumni Committee, Member of the board of trustees – The New Community School, Richmond Ad Club, AMA and Social Media Club.