My Background

Director of Marketing

Sellmark Corporation - Mansfield, TX

June 2022 - May 2025

As the Director of Marketing at Sellmark Corporation, I spearheaded the transformation of the marketing department, emphasizing brand awareness and conversion. I led a comprehensive overhaul of our creative asset production, prioritizing high-quality, lifestyle-focused advertising. By leveraging social media and editorial content, I successfully expanded our audience, driving brand growth and engagement. I implemented strategic initiatives to enhance brand visibility, resulting in significant improvements in consumer engagement and conversion rates. My efforts ensure that Sellmark's marketing strategies align with our business objectives and resonate with our target audience.

• Increased Pulsar social media followers by 132% and Sightmark social media followers by 182% over a year by refining assets, reshaping prostaff content contributions, and utilizing targeted paid advertising, while maintaining engagement rates over 3.5%.

• Enhanced SEO by rebuilding websites, promoting digital editorial, and hiring professional writers to create articles for our owned sites. Leveraged Prostaff to generate backlinks from external blogs and forums.

• Conducted research focused on brand awareness, brand sentiment, and consumer path to purchase to better understand our consumers and how they research our products. This allowed us to tailor our advertising to engage existing consumers and convert potential buyers.

• Manage six brands under the Sellmark portfolio, including the refinement of marketing and brand messaging for an acquired brand during my tenure.

• Direct global marketing for Sellmark's brands and coordinate with Pulsar's marketing department in Europe to ensure alignment of global marketing strategies.

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Creative Director 

Benelli USA - Accokeek, MD

August 2017 - May 2022

As a Creative Director at Benelli USA my responsibilities included the conception and execution of all marketing campaigns for each of the six brands that were represented. Maintaining the brand positioning and high market share that Benelli USA’s products command is of the utmost importance. Brand awareness is maintained through unique approaches to marketing campaigns that have set a standard in the outdoor market. Leading teams laterally within the internal marketing group as well as managing external contractors, collaboration is important both within marketing and across the organization in able to receive buy-in form key players. Often times this means communicating plans with our parent company and developing a global strategy.

• Led marketing efforts to build campaigns focused on a digital growth strategy by collaborating with key stakeholders within the organization to build engaging content with a focus on the brands within the Benelli USA portfolio.

• Used data from A&U studies to determine how our end users are consuming content and developed digital strategies to engage our consumers and drive them to our brand websites.

• Established strategic goals and led the conceptualization for Benelli’s 2020 Winds of Adak campaign which resulted in a 500% subscriber rate increase over the prior year on YouTube, Facebook and Instagram.

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Video Production Manager 

Benelli USA - Accokeek, MD

July 2014 - August 2017

In the role of Video Production Manager at Benelli USA I was responsible for the production of all video content for each of the four brands that we represent. This required the conception of new campaigns and the production of videos that fit within the brand positioning set in place to market Benelli USA’s products. My role involved securing production locations and managing internal employees as well as outside vendors including Editors, Gaffers, Cameramen, Animators, Models and Guides.

• Played the lead role in the conception and production of the Super Black Eagle 3 launch campaign. This included the production of a two-part television show titled To Kill a King, television commercials, print advertising, digital advertising, email advertising and social media assets. The Super Black Eagle 3 is currently our flagship product.

• Developed the concept and executed Benelli’s first major advertising campaign that incorporated social media as a central part of the campaign. The My Benelli Story cam- paign was successful in increasing engagement, subscribers and our database of consum- er emails.

• Led the Marketing efforts on the launch of the 828U as part of an international marketing campaign to bring Benelli’s first over/under shotgun to market.

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Video Producer

Benelli USA - Accokeek, MD

June 2013 - July 2014

As the Video Producer for Benelli USA I was responsible for providing input into new marketing campaigns and developing a plan to turn those ideas into a finished video. I determined the requirements for the delivery of videos, whether it was to be broadcast on television or the internet, and worked within the budget to set a plan in place for production.

• Spearheaded the highly successful campaign to launch the Benelli Ethos. The production of assets for this campaign took place in the United States, Italy and South Africa. All asset production required a version for the US release (Ethos) and for international release (Raffaello).

• Negotiated and executed the multi-million dollar sale of Benelli’s Duck Commander series to A&E Television Network.

• Received multiple Telly Awards for the work that I produced.

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Video Editor
Benelli USA - Accokeek, MD

July 2011 - June 2013

As one of the Video Editors for Benelli USA I was in charge of taking raw footage and editing it into a cohesive story based on the pre-established style set forth by the Producer. I worked closely with the Producer to choose the look and feel of Promotional Videos and Television Commercials by recommending the style of editing and a look that would compliment it.

• Played a key role in the rebranding of Benelli USA’s Franchi and Stoeger brands. This involved recommendations on a look, feel, and editing style of videos.

• Received multiple Telly Awards for the advertising work that I edited.

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Freelance
Producer, Cinematographer, Editor

June 2008 - July 2011

Working as a freelance video production professional exposed me to a variety of markets within the video production industry. From television commercials, to reality shows, documentaries, music videos, and corporate videos, freelancing exposed me to a diverse client base with varying needs. Whether filming for Real Housewives of New Jersey, filming Rising to the Top in the slums of Nairobi, Kenya, or filming corporate videos for lobbyists, I was able to find creative ways to meet my client’s needs.

• Was awarded Link TV’s Viewchange Award sponsored by the Bill and Melinda Gates Foundation in 2010 for a documentary tilted Rising to the Top that I filmed for Sprint Features.

• Managed production crews both large and small. Played various rolls in production.

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Operations Manager 

Savannah Cinema Post - Savannah, GA

March 2003 - June 2008

Savannah Cinema Post was a motion picture post-production house located in Savannah, Georgia. We housed an ECN2 motion picture color negative processor and a Telecine that transferred 35mm motion picture film to a digital format for editing. My job as Operations Manager involved directing daily operations under the direction of the General Manager. Part of my job was to identify the client’s post-production requirements and see their job through from start to finish. I consulted with clients and managed internal staff to deliver every project in the highest quality.

• Savannah Cinema Post was an Eastman Kodak certified lab and we maintained a gold standard for film processing during my time as Operations Manager.

• Instructed college student groups on the functioning of a post-production house and the role of motion picture film in post-production.