Casey Sullivan
Senior Marketing Leader
Full-stack marketing director with MBA and 12+ years of B2B and D2C startup marketing experience. Results-driven, revenue-focused, analytical and strategic, leader of tactical execution. Player/Coach mentality. Willing and fast learner. Coach, mentor, and teacher.
- Optimized marketing processes for a small liberal arts college to exceed lead generation targets by 28%, grow email open rates to exceed 40% on average, and grow enrollment in opposition to industry trends
- Organically built and grew a successful eCommerce company to over $2mm in annual revenue, developing the GTM strategy for two successful brands with multiple SKUs
- Optimized marketing strategy to reduce the cost of customer acquisition by 27%
- Executed a brand awareness campaign to expand the brand’s reach that resulted in winning 10 industry awards over two years
Areas of Expertise
Marketing
✮ Strategic planning and execution
✮ Marketing automation
✮ ICP development and segmentation
✮ Content strategy
✮ Email marketing
✮ Event and Tradeshow management
✮ Lead generation
✮ Branding
✮ Webinars and online events management
✮ Sales and marketing collaterals
Website Marketing
✮ Creative website strategy
✮ Website design and development
✮ Content management platforms
✮ Search engine optimization (SEO)
✮ Website usability and navigation
✮ Google Analytics and Google Search Console
✮ Content creation
✮ A/B testing and page optimization
Leadership
✮ Team building
✮ Budget planning
✮ Goal setting and accountability
✮ Professional development
✮ Dispersed team management and communication
Professional Experience
Director of Marketing
Edcura / Columbia College Hollywood
Jan 2021 to April 2022
- Developed demand generation marketing campaigns that exceeded lead generation targets by 28%
- Revamped marketing automation processes that segmented leads based on defined personas that drove an increase in lead scores and engagement resulting in >200% increase in open and click-through rates
- Optimized nurturing programs to increase lead to application conversion by 1.8 percentage points and increased lead to start conversion rates by 3.2 percentage points over pre-pandemic numbers
Director of Marketing
Mobile Coach
Nov 2016 to Oct 2020
- Overhauled marketing strategy and budget to align with company intent to bootstrap while accelerating revenue growth of 40%+ annually
- Reduced average cost of customer acquisition by 27% by reorganizing marketing priorities and aligning marketing efforts with sales to optimize lead to deal conversion rates
- Expanded the brand awareness internationally to the United Kingdom and Australia through a coordinated communications campaign, industry awards, and event strategy
- Recruited and manage a remote marketing team
COO
Blue Market Inc
Jan 2012 to Jan 2017
- Led company success and continued development from inception as a co-founder; achieved consistent revenue growth, growing to more than $2MM in revenue with >50% annual growth
- Spearheaded the strategic and creative development of two in-house brands and respective products, executed GTM strategies, growing the brands and products to be a core part of business
- Hired and supervised a team and managed warehouse operations and logistics
Director of Marketing
Mobile Coach
Jan 2011 to Dec 2011
- Designed brand messaging and created engaging content for weekly newsletters that captured a 20% open rate and CTR of more than 14%
- Instrumental contributor in strategic vision initiatives that produced a 650% growth in qualified leads
- Orchestrated target audience marketing campaigns that accelerated web traffic and new user acquisition
Director of Marketing
Unalisys
May 2009 to Sept 2010
- Devised marketing strategy that utilized SEO, SEM, PPC, email marketing, and social media to drive increases in website traffic and growth in lead generation
- Developed a partner marketing program to leverage existing partner relationships to grow sales opportunities while ensuring partners had access to critical collateral
- Supervised operational efficiency of two marketing associates; coordinated budget development, trade show attendance, event marketing efforts, and creation of innovative marketing collateral
Graduate Research and Teaching Assistant
Isenberg School of Management
May 2009 to Sept 2010
- Graduate research and teaching assistant for Dr. Charles Schewe, Professor of Marketing
- Conducted research on age and cohort-based marketing and behavior
- Teaching assistant for upper-division undergraduate marketing courses including International Marketing, Consumer Behavior, and Marketing Tools
Marketing Intern
Ringling Museum of Art
May 2009 to Sept 2010
- Researched and developed the museum’s first social media marketing strategy and plan
- Editor of Ringling Quarterly, the museum’s 20-page quarterly newsletter
- Researched and wrote press releases for new museum acquisitions and events
- Contributed to the planning and execution of marketing plan for special exhibitions including promotions, advertising/media buys, and events
- Other responsibilities included responding to media inquiries, maintaining media kits, and producing internal museum communications
Marketing Intern
Historic Deerfield
May 2009 to Sept 2010
- Managed and created content for the museum’s website
- Assisted in PR efforts and performed an analysis on data of recent PR coverage and identify trends and areas for improvement
Technical Documents Specialist
Wencor
May 2009 to Sept 2010
- Improved business processes resulting in savings of over $1 million
- Created standardized report templates to help reduce the errors in documents sent to the FAA
- Developed a department-wide style guide for the report, procedure, and specification writing
- Worked with the executive management team in developing and writing FAA-approved procedures manual to achieve ODA status
- Functioned as the company liaison to the FAA for ODA status
Events Manager
BYU Dining Services
May 2009 to Sept 2010
- Managed complex events with multiple moving parts for everything to faculty, staff, and students, to visiting dignitaries (including ambassadors and other national and international leaders)
- Redeveloped new employee onboarding program to more quickly acclimate new student employees into organizational culture and work performance
- Responsible for training and supervising student leaders to increase their knowledge, skills, and leadership ability
- Managed events planning and budgets working with various internal and external stakeholders and vendors
- Rapidly promoted multiple times to increasing positions of responsibility and management
Education
University of Massachusetts Amherst
Master of Business Administration (MBA)
- Graduated with honors, 3.86 GPA.
- Participated in the 2008 ICE and MIT 100k Clean Energy Business Plan competitions. Our student-led team was a semi-finalist in the MIT 100K competition and placed 3rd in the ICE competition.
- As a member of the Net Impact club, I participated in a pro bono consulting project for the Western Massachusetts Department of Mental Health to identify best practices with regard to addressing the cultural diversity in their area of service.
- Studies included a solid core across all business disciplines. Electives included Internet Business, Negotiations, Business History, Product Management, Managerial Marketing Strategy, Marketing Communications Management, and Sustainable Marketing.
- During the final semester of studies, I worked with a team on a practicum consulting project. Our project was to develop a multi-channel strategic go-to-market plan for an upscale bakery.
Brigham Young University
Bachelor of Art, History
- Graduated with 3.64 GPA
- Academic studies included a very strong base of hard sciences (i.e., Molecular Biology, Physics, Organic Chemistry, Bio-mechanics) to complement the required history core. Additionally, I completed 4 semesters of Spanish.
- Published author, “A Rifle Totin’ Cartoonist: In Memory of Bill Mauldin, 1921-2003.” Julie Harris, ed., The Thetean: A Student Journal for Scholarly Historical Writing 33 (Spring 2004): 143-162.
- Presented paper at a Regional Phi Alpha Theta Conference, March 2004.
Brigham Young University idaho
Associate of Science
- Graduated with a 3.83 GPA.
- Four times Presidents Honor List.
- Coursework included Anatomy and Physiology, Chemistry, Physics, Public Speaking, Psychology, Humanities, and Technical Writing.
