Luis T. Kesler
Marketing Director, Outdoor products
Seattle, WA · (206) 555 0161 · name@example.com · linkedin.com/in/luistkesler
Key Qualifications
EXPERIENCE
Thirteen years in consumer brand marketing, five as director
INDUSTRIES
Outdoor products, packaged food, marketing services
SPECIALTIES
Brand strategy, channel marketing, ecommerce growth, team leadership
SYSTEMS
Shopify, Klaviyo, Salesforce, Snowflake, Tableau, Adobe Creative Cloud
CREDENTIALS
Professional Certified Marketer through the American Marketing Association
EDUCATION
Master of Business Administration, University of Washington
Results at a Glance
$168m
Million dollars
11%
Revenue to percent
$1.6m
Year by bringing
Executive Summary
Marketing director for a consumer outdoor brand with 240 million dollars in annual revenue and three channels to serve. Thirteen years of experience, five leading the function. Runs a team of eighteen across brand, ecommerce and retail marketing, and reports growth to a private equity board every quarter.
Signature Achievements
- Grew annual revenue from 168 million dollars to 240 million dollars over four years while holding marketing spend at 9 percent of sales.
- Built the direct to consumer channel from 11 percent of revenue to 34 percent without losing shelf space at the two largest wholesale accounts.
- Repositioned the brand around durability and repair, which raised unaided awareness in the core region from 19 percent to 31 percent.
- Restructured a team of eleven into eighteen across three groups and reduced voluntary turnover from 26 percent to 8 percent.
- Cut agency fees by 1.6 million dollars a year by bringing performance media and creative production inside the company.
- Led the packaging and naming work for a category entry that reached 22 million dollars in revenue in its second year.
Professional Experience
Marketing Director
Cascadia Outdoor Brands, Seattle, WA 2021 to present
Leads a team of eighteen across brand, ecommerce and retail marketing for an outdoor products company with 240 million dollars in revenue.
- Owns a marketing budget of 21 million dollars and presents plan, spend and return to the board four times a year.
- Sets brand positioning and the annual product story, then holds every channel to it.
- Leads three managers covering brand and creative, performance and ecommerce, and wholesale channel marketing.
- Partners with the chief product officer on the annual line plan and with sales on the wholesale account calendar.
- Built the marketing measurement approach the finance team now accepts for planning purposes.
Senior Marketing Manager
Northwest Kettle Foods, Portland, OR 2017 to 2021
Led brand marketing for a snack food company with 90 million dollars in revenue and national grocery distribution.
- Managed brand strategy, packaging and shopper marketing for three product lines.
- Delivered a package redesign that lifted unit velocity in grocery by 12 percent.
- Built the first consumer research program the company had run in six years.
- Managed a team of four and an eight million dollar budget.
Account Director
Sound Media Group, Seattle, WA 2013 to 2017
Directed consumer brand accounts at a regional advertising agency of sixty people.
- Led four consumer accounts with combined billings near 14 million dollars.
- Built the agency's brand planning process, which shortened campaign development by three weeks.
- Grew one client relationship from a project engagement to a full retainer.
Licensure and Certification
Professional Certified Marketer, American Marketing Association
Board member, Washington Outdoor Industry Council
Education
Master of Business Administration, University of Washington, Seattle, Washington, 2016
Bachelor of Arts in English, Willamette University, Salem, Oregon, 2012
Core Skills
Brand positioning · Channel strategy · Ecommerce growth · Budget ownership · Board reporting · Team building · Consumer research · Packaging direction · Agency transition · Marketing measurement