Sea Ray Boats

Director of Marketing

Facilitate change by driving a renewed brand strategy throughout the organization including; sales, marketing,  purchasing, human resources, manufacturing, styling/design, engineering, finance and product development.

  • Marketing Program Responsibilities:  Includes developing a fully integrated marketing approach to national advertising, retail promotions, product collateral, public relations, social media, experiential marketing, web site management, as well as dealer channel promotions and training. Also includes budget and personnel management
  • Strategic Development:
    • Identified primary consumer segment and key purchase drivers
      • Developed new brand positioning and supporting brand “pillars” that target consumer segments and key purchase drivers
      • United core strategic brand identity and purchase drivers with consumer messaging and product development
    • Analyzed key targeted growth opportunities and developed strategies, objectives, tactics and metrics including:
      • Revamped creative to elevate Sea Ray’s brand perception, provide consistency at all consumer touch points and reinforce key purchase drivers
      • Created a strategy focused on increasing consumer advocacy
        • Goal: close the perception gap between Owners and
          Non-Owners with respect to Sea Ray premium positioning by elevating aspirational nature with Non-Owners
        • Engage the Sea Ray Owners Club to create a more active community of consumers
      • Created Sea Ray’s social media presence
      • Enhanced Sea Ray’s Customer Relationship Management (CRM) systems to target consumer interest and buying behavior
    • Created AquaPalooza the World’s Largest On-Water Boating Event:
      • Launched in 2006 this event has grown to over 90,000 attendees, 15,000 boats and over 100 locations globally
    • Team Lead for Sea Ray and Costco Wholesale National Promotional Alliance:
      • Developed a long-term strategy that presented Sea Ray dealers an alternative and sustainable promotional avenue resulting in incremental boat sales through Costco

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