Director of Marketing
June 2012 — July 2013
Successful 2011 startup fast became the premier online education and e-commerce site for the craft community. Features interactive video classes, supplies, projects, digital patterns marketplace.
Data-driven team, culture of flux, rapid growth: revenue more than doubled, employees doubled to 140, members doubled to 1.7MM in 200 countries, social fans hit 3MM. 2013 projections = 1MM classes sold, average price $25.
Evolving role until funding-driven strategy changes eliminated multiple initiatives.
ADVERTISING • Print strategy. Concepted, placed, tested, evaluated 45 print ads in 7 months.
EVENTS • Created company’s first trade + consumer events strategy. Branded show presences, specials, booths. Managed Coordinator; travel teams up to 18 colleagues. In 8 months, supported 35 shows, totaling 200k exposure. 30% travel.
OUTREACH • Hired/managed team of 3 for affiliate, blogger, designer, guild, instructor, retail programs. Affiliates: Launched; hired agency. Acquired 1500 affiliates, averaging 2800 sales, 1350 registrations, $77k sales per month. Designers: Grew marketplace to 3400 sellers; first-year sales $1MM. Retail: Concepted/launched 'co-opetition’ model with bounceback coupon to indie craft shops, revolutionary to industry. Engineering to automate/scale, branding + collateral, trade show presentations. Acquired/onboarded 150 partners in 7 months.
PR • Agency selection, onboarding, daily management. Business + consumer press strategy. Primary contact for coverage, including for 165 class instructors. Elevated hooks, made reels, hosted media trainings, tracked/shared hits. Top placements: CNBC, Forbes, Mashable, MSN Money, WSJ, Washington Post. Secured Top Denver Workplaces, Webby Honoree awards. Designed new 25k sq ft office.
SOCIAL CAUSES • Created ‘Craftsy Cares': Monthly charitable crafting campaigns drove acquisition + engagement via nonprofit partners.