CHRISTOPHER POTTER

Marketing Problem Solver   |  Digital Guru   |  Tech Junkie  |  Yogi

Marketing problem solver with over 15 years of experience. An omnichannel campaign expert driving sales and impressions with projects ranging in size from low-cost to large-scale multi-million dollar campaigns.

EXPErIENCE

MedAire_logo_2017_2Color_DeepAdmiralBlue

2018 - Present

Digital Marketing Manager

Report to the VP of Marketing working closely with the Digital Core Team and senior/cross-functional teams globally to align on strategic goals by region. Subject matter expert for digital content, Eloqua, Seismic, Salesforce, analytics and other digital sales/marketing tools. Honored with the CEO Award in 2018.

  • Improved website lead generation process capturing $1.8M in opportunity and over $600K in incremental sales annually. 

  • Lead successful marketing automation campaigns delivering $6.9M in opportunity annually. 

  • Introduced several sales enablement tool integrations including Seismic, PFL SwagIQ and SmartSheet.

2016 - 2018

Marketing Communications Manager

Reported to the VP of Marketing with responsibility for top-down strategy, design and execution of all marketing initiatives for the business aviation market including marketing automation, digital campaigns, public relations, tradeshows printed collateral. 

  • Developed a strategy to support double-digit year over year growth in sales with integrated marketing campaigns delivering over $9M in opportunity and $4M in new business. 
  • Improved process and quality of client welcome collateral to align with the lifestyle of the private aviation client. 
  • Designed and implemented elevated rebranding to support the premium quality and class of the clientele.
Untitled-2

2015

Marketing Communications Manager

Reported to President of North America, responsible for managing a broad range of activities including advertising, media buying, public relations, social media, eCommerce, digital outdoor, lead generation, content management and promotions for four brand websites – Leitz, Rapid and Xyron. Managed a team of 4-6 marketing support and design staff.
  • Developed a strategy to support double-digit year over year growth in sales with integrated marketing campaigns delivering over $9M in opportunity and $4M in new business. 
  • Improved process and quality of client welcome collateral to align with the lifestyle of the private aviation client. 
  • Designed and implemented elevated rebranding to support the premium quality and class of the clientele.

2013 - 2015

Brand Manager

Reported to President of North America, managing a team of 6, responsible for all marketing activities (product, price, promotion, placement), competitive market analysis as well as serving as the internal owner and primary spokesperson for all items within the Leitz and Rapid brand product portfolio. Managed ecommerce promotions, campaigns, and content for brand websites.

  • Delivered incremental sales growth by introducing the German brand Leitz to the North American market with 100 SKUs of mobile accessories and label printing products which were widely available across retail and commercial channels. 

  • Achieved an increase in Rapid brand sales by 18% and sell-through by 47% at accounts through improved messaging and advanced training for inside sales teams. [$6.7MM Gross Sales] 

  • Represented all product in customer meetings, providing the buyer with research and collateral to gain placement at national accounts (Staples, Office Max, Office Depot, Wal-Mart, Target, Essendant, SP Richards) 

  • Rationalized SKU lifecycle and improve sell-through across all customers, focusing more sales into more reliable products. SKU count reduced by 25% to drive increases in remaining SKUs by 15% while still growing against the prior year.

2011 - 2013

Media Relations Manager

Reported to VP of Sales and Marketing, charged with monitoring brand publicity to ensure positive representation. Built and maintained relationships with outside agencies, industry associations, and media representatives keeping products top of mind for influencers across the industry. Named one of 5 Industry Professionals to Watch by the Craft Hobby Association.

  • Built a successful Social Media platform across relevant channels positioning Xyron among the top social companies in the industry with a total addressable audience over 250K. 

  • Delivered follower growth of 225% and engagement of 800% on Facebook, YouTube Pinterest and other social platforms. 

  • Secured National editorial coverage of core products in Family Circle, Readymade, Martha Stewart Living, CBS Early Show, and The Martha Stewart Show. 

  • Formed relationship with MakerFaire to bring the product to a new consumer channel landing top level sponsorship which was highly successful for Xyron to gain placement with national retailers.

2008 - 2011

Product & Web Marketing Manager

Reported to Global Product and Marketing Director, built strategy for brand and product advertising, as well as develop related materials with Marketing Services. Managed the Graphic Services Department – a team of 3 designers – including art direction, traffic management, photoshoots, video production, graphic design projects and web development. 

  • Invented and patented a glue stick from that gained immediate distribution in 5,000 stores, including 3,500 Wal-Mart stores. [US Patent – US20130195538 A1] 
  • Grew category sales 40% by opening new channels and customizing products for key customers to combine Xyron’s marketing efforts with customers at no additional development cost. 
  • Restructured Xyron network marketing division by introducing ecommerce; efforts resulted in bringing a cash flow negative division to cash flow positive. 
  • Redefined production processes and increased productivity in Marketing Services by 430% over the prior year, resulting in a savings of over $50K spent on agency services.

2007 - 2008

Webmaster

Reported to VP of Marketing, responsibilities over the Xyron Studio designers including traffic management, photo shoots, video production, graphic design projects and web development.

  • Managed successful PPC campaigns increasing traffic by 37% and driving ecommerce conversion up 14%
  • Implemented new Internet features using Web 2.0 practices

  • Refaced sections of the corporate shopping site to improve usability and product references

  • Planned and coordinated Web based marketing to complement print campaign

OnPoint Logo-01
DISSOLVED 〉

2006 - 2007

Director of Marketing

Reported to President & CEO as a management team member responsible for the Marketing, Systems and Design teams.

  • Created brand identity and brand standards for national company B2B Multi- Level Marketing company in the Ink & Toner industry.

  • Developed tools and templates to create customized collateral to help OnPoint Distributors sell their product and onboard  new team members. 

  • Generated collateral library  of thousands of pieces of content to  support B2B Sales, Distribution, DTC, and Charitable Organizations.

  • Developed user interfaces for custom web applications implemented by core marketing and development teams.

AREAS OF EXPERTISE

Digital & Content Marketing

eCommerce Strategy & Development

Product Management & New Product Development

Traditional Advertising & Media Buying

Market Mapping & Brand Strategy

Process Improvement

Public Relations & Influencer Development

Marketing Automation & Lead Generation

SKILLS

Education

uw-crest-wordmark

2004

BA Journalism: Strategic Communications