Garrett W. Peele
Content Marketing Manager, Consumer packaged goods
Minneapolis, MN · (612) 555 0119 · name@example.com · linkedin.com/in/garrettwpeele
Key Qualifications
EXPERIENCE
Twelve years in consumer brand content, five of them managing a team
INDUSTRIES
Consumer packaged goods, grocery retail and household products
SPECIALTIES
Editorial strategy, team leadership, agency management and content measurement
SYSTEMS
Adobe Experience Manager, Salesforce Marketing Cloud, Google Analytics, Tableau, Workfront
CREDENTIALS
Professional Certified Marketer, American Marketing Association
EDUCATION
Master of Business Administration, University of Minnesota, and bachelor of arts in communication
Results at a Glance
60%
Video production
900
Pages and lifted
11
Million shoppers
Executive Summary
Content marketing manager with twelve years in consumer packaged goods, the last five leading a team of six writers, editors and video producers. Owns a content budget of 1.4 million dollars and the editorial strategy behind four household brands sold in national grocery and mass retail.
Signature Achievements
- Rebuilt the editorial strategy across four brands and grew combined organic traffic from 2.1 million to 5.6 million sessions a year.
- Hired and developed a team of six, three of whom have since been promoted into senior roles inside the company.
- Moved 60 percent of video production in house and reduced annual agency spend by 380,000 dollars without cutting output.
- Built a recipe and household tips hub that now supplies the top five landing pages for paid social traffic.
- Introduced a quarterly content audit that retired 900 pages and lifted average time on page by 41 seconds.
- Negotiated a retail media partnership that placed brand content on a national grocery chain website reaching 11 million shoppers.
Professional Experience
Content Marketing Manager
Northfield Harvest Brands, Minneapolis, MN 2021 to present
Leads a team of six and a 1.4 million dollar budget covering four household and pantry brands sold nationally.
- Sets the annual editorial strategy with brand managers and defends it against the media plan each quarter.
- Manages two staff writers, one editor, two video producers and a roster of eleven freelancers.
- Owns agency selection, scope negotiation and quarterly performance reviews for two creative partners.
- Reports content contribution to revenue to the vice president of marketing every quarter.
- Chairs the review that keeps claims language inside Federal Trade Commission advertising guidance.
Senior Content Strategist
Lakeshore Pantry Company, Saint Paul, MN 2017 to 2021
Led content planning for a regional food brand entering national distribution.
- Built the first editorial calendar the company had and staffed it with three freelance writers.
- Created the brand voice guide still used across packaging, site and social channels.
- Ran the content workstream for two national retail launches, including all shopper education material.
Content Specialist
Birchwood Provisions Cooperative, Duluth, MN 2014 to 2017
Wrote and produced content for a member owned grocery cooperative with nine stores.
- Wrote the monthly member magazine and the weekly promotional email.
- Produced in store signage copy and seasonal recipe cards with the merchandising team.
- Managed the cooperative blog and grew readership to 40,000 sessions a month.
Licensure and Certification
Professional Certified Marketer, American Marketing Association
Member, American Marketing Association, Twin Cities chapter
Education
Master of Business Administration, University of Minnesota, 2019
Bachelor of Arts in communication, University of Wisconsin Madison, 2014
Core Skills
Editorial strategy · Team leadership · Budget ownership · Agency management · Brand voice development · Content measurement · Video production oversight · Retail partnership content · Hiring and coaching · Adobe Experience Manager · Tableau