Jacki Schroder Brown

Reeco

Fractional Head of Marketing

Jacki Brown Marketing

I work with B2B SaaS organizations in hospitality and travel that are at a critical growth phase when marketing strategy and leadership are needed to reach the next goal. 

I support as both:

Product Marketing Consultant: Market and Competitor Research to support Product Launches, Repositioning and Messaging, Content Strategy and Inbound Content Campaigns

Fractional Marketing Leader: Identify the challenges, then help the team prioritize and achieve the quickest wins first, like optimizing website journeys or identifying a new channel to reach the target buyer. Includes one-on-one time guiding and training existing team members, increasing the value they bring to the organization.

Current clients include Hapi and olive
Previous clients include Evention LLC, Bodhi, Merci-Buku

Learn more: https://www.jackibrownmarketing.com/

Fractional Marketing Leader and Product Marketer

Female Founders in Hospitality

Female Founders in Hospitality is a global network of inspiring women who are building companies in the travel and hospitality industry. FFiH provides a platform to share best practices, access resources, and advance the next generation of founders who will change the travel and hospitality landscape.

FFiH Member - Cohort 11

Hapi

Head of Marketing

Amadeus

o	Shaped the global marketing strategy delivering end-to-end marketing programs influencing $38M in new pipeline and $10M in new sales in 2023 with minimal investment. This represents a 200% increase in marketing influenced pipeline and 230% increase in marketing influenced sales with an increase in marketing influenced percentage of new sales growing from 3.5% to 10% during tenure.
o	Established the current product marketing function supporting commercial objectives by overseeing product value propositions, buyer personas, competitive research, content marketing, campaign development, and sales enablement across four audience segments.
o	Spearheaded the harmonizing of four brands through a unique brand story and led the global content strategy as editor-in-chief for content pieces such as ebooks, white papers, articles, and presentations.
o	Defined and launched the most successful marketing campaign in Amadeus history using only internal resources resulting in over 8,500+ ebook downloads, $1.89M in pipeline, and $690K in marketing influenced sales in 2020.
o	Led a team of 10 across the US, Canada, and Western Europe. Coached and mentored the larger Marketing team of 30 through scrum calls, quarterly planning, and team buildings. Continually optimized the team’s ways of working by leveraging an adaptation of Scaled Agile.

Head of Marketing Strategy & Product Marketing

o	Repositioned the Delphi solutions and Business Intelligence solutions by creating personas, conducting competitive research, interviews with internal stakeholders and customers, and leading positioning workshops. Launched the first Business Intelligence Alternative Accommodations solution as the most successful product launch campaign for engagement and leads.
o	Developed the company’s first comprehensive inbound marketing and content strategy including ebooks, blogs, emails, social content, SEO, and nurturing flows.
o	Partnered with Director of Platform Lifecycle Management to develop the company's first product sunsetting process and communications strategy, driving ~75% of new, migrated business revenue during this period and establishing a model for all future sunsetting initiatives.
o	Led the Delphi go-to-market meetings and served as a Business Owner in the Scaled Agile process.

Product Marketing Manager

Quinnipiac University

o	Developed original social media course curriculum for graduate students. Courses taught included Social Media Techniques, an introduction to professional social media communications, and Social Media Community Management. Courses culminated in the creation of a social media strategy.

Adjunct Professor

Mediabistro

o	Created original lectures and multi-session courses for marketing professionals seeking career advancement with courses like Website (Re)Design for Marketers, Advanced Online Marketing, and various social media lectures including Creating a Social Media Brand Voice and LinkedIn 101
o	Website (Re)Design for Marketers was a 4-session course on the phases of a website (re)design, sharing action-oriented tasks to manage a web project, and grounding students in the language and concepts needed to work cross-functionally
o	The Advanced Online Marketing course included an overview of digital marketing strategy, from goal setting, planning, and research to in-depth digital tactic management, culminating in evaluating the effectiveness of a digital campaign. Students leave the course with a full digital marketing strategy

Online Marketing Instructor

SharkNinja

o	Created digital experience area, developing a compelling and consistent experience for digital content across brand and retailer digital properties for Shark Vacuums and Ninja Blenders/Coffee to reach sales targets, NPS goals, and ensure relentless consumer focus.
o	Established Shark & Ninja brand and product architectures with immediate impact for implementation on website navigation and roll-out across the organization.
o	Product owner of custom ecommerce website, providing requirements and prioritization through agile methodology. Established information architecture and user experience by developing navigation flows, consumer journeys, and content outlines to create a look and feel that supported the core brand and business objectives of educating and driving online transactions. Optimized D2C and retail ecommerce experiences through content, search, offer, and assortment. Developed online customer journey by conducting research on consumer pain points.
o	Laid a foundation of sound website analytics and measurement tools, search engine optimization, and clean product data, increasing Shark site NPS by 9 percentage pts YOY and pages per session by 10% YOY, as well as increasing revenue per visit by 24% YOY without incremental investment.
o	Launched six new products in 2016 and nine in 2017 across SharkNinja digital properties by creating digital brand stories and wireframes, managing design and development agency, and collaborating with creative teams on photo and video shoots.
o	Guided and mentored a team of four digital specialists and senior specialists.

Senior Manager, Digital Experience & Optimization

Digital Surgeons

o	Led discovery sessions, account strategy, and project management for clients’ digital properties. Daily activities included strategy creation, project planning, reporting and optimization, and industry research. 
o	Conceptualized digital brand strategy for NuGo Nutrition for web, email, and social channels, including personas and brand books, resulting in a 250% social community growth in less than a year and an NPS increase of 30 points. Led the website redesign from discovery through design and development, resulting in a +38% average online order value, a 2014 Best in Class Interactive Media Award, a 2014 Silver Davey Award, and a 2015 Gold W3 Award.
o	Spearheaded Nexxus Hair Care’s social media strategy for a Facebook community of ~295K and Twitter community of ~7K, including brand voice creation, content planning, proactive outreach, crisis communications, monthly analytics, and launching the brand on Pinterest and Instagram. Integrated campaign activation for Color Assure product launch included a contest and the creation of three celebrity videos, which gained 76.1M impressions and won a 2014 Telly Online Video Bronze Award and a 2014 Silver Davey Award.
o	Directed discovery, account strategy and project management for redesign of Demandware.com (Salesforce Commerce Cloud), including consumer journeys. Generated an 83% increase in leads and won a Silver 2015 Summit Creative Award and two 2015 Gold W3 Awards. Additionally led Demandware APAC website creation in 3 languages.
o	(Re)developed branding for Trevive Global, AXPONA Expo, NuGo Nutrition, and Sportech as strategist, brainstorm facilitator, and consumer analyst, including persona development, naming, positioning, and brand book creation.
o	Managed marketing internship program including by hiring and weekly educational sessions.

Account Manager

Upromise

o	Led research to create member personas and drive revenue by obtaining a deeper understanding of member behavior, outside of service usage, to support 2013’s projected 5% sales increase 
o	Redesigned top trafficked “how to” web pages and introduced video gallery web pages for better service experience  
o	Relaunched improved gas program with altered language, redesigned landing page, and emails 
o	Managed social media strategy, content planning, crisis communications, contests, and analysis for a Facebook community of  ~125,000; Twitter community of ~15,000; Pinterest community of ~1,400+ 
o	Coordinated customer account related emails including statements, notifications, and congratulatory messages

Marketing Manager

o	Created and executed brand’s first social media strategy with goals and objectives, content and measurement plans
o	Planned and wrote content calendar and acted as community manager on Facebook, Twitter, and forums
o	Relaunched YouTube channel, developed three one-minute “how-to” videos, and launched Pinterest presence
o	Piloted Pinterest page, designed infographics, managed five peers as Pinterest committee members

Social Media Manager	

o	Executed 2011 Gold MarCom Award winning 10 Year Anniversary branding sweepstakes to reward members for sharing dreams for their children’s futures including microsite creation, media buy, emails and social advertisement resulting in 6,700 stories 
o	Redesigned website global navigation for website to align with new company branding and streamline user paths
o	Produced email campaigns for partners including Kaplan, Exxon Mobil, and Avis/Budget

Marketing Communications Specialist

Are you a hospitality and travel technology brand seeking marketing strategy and leadership to reach your next goal? 

+ Launching a new product?
+ Expanding to a new segment or geography?
+ Looking to scale an existing portfolio and build brand reputation? 
+ Want to make your offering more compelling in a competitive market? 
+ Keeping all the balls in the air with a small team that needs guidance?


With nearly two decades of experience, I help hospitality and travel technology companies grow by identifying and crafting their positioning and messaging, then scaling that into content marketing campaigns. 

My B2C experiences — from appliances to hair care to protein bars — help me tell compelling stories that convert. I’m a 2x new team builder and former graduate school professor, who thrives on building, mentoring, and scaling teams.

With 7 years of hospitality and travel experience, I have supported solutions in:

Hotel Operations: Staff Collaboration, Housekeeping & Engineering, Meetings & Events, Finance & Accounting, Digital Tipping

Hotel & Destination Marketing: Booking Engines, Metasearch, Hotel Websites, Hotel CRM & Loyalty, Digital Marketing

Hotel Revenue Management: Rate Shopping, Market Intelligence, Business Intelligence, Central Reservations, Channel Managers, Parity Management, GDS Distribution 

Car & Travel Insurance Distribution

Current clients include Hapi, olive

Fractional CMO and Product Marketer

I work with B2B SaaS organizations in hospitality and travel that are at a critical growth phase when marketing strategy and leadership are needed to reach the next goal. 

I support as both:

Product Marketing Consultant: Market and Competitor Research to support Product Launches, Repositioning and Messaging, Content Strategy and Inbound Content Campaigns

Fractional Marketing Leader: Identify the challenges, then help the team prioritize and achieve the quickest wins first, like optimizing website journeys or identifying a new channel to reach the target buyer. Includes one-on-one time guiding and training existing team members, increasing the value they bring to the organization.

Current clients include Evention LLC, Merci-Buku

Learn more: https://www.jackibrownmarketing.com/

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