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carlie knerr

(541) 840-9876

carlie.knerr@gmail.com

marketing professional

SUMMARY STATEMENT

Over twenty years experience in Consumer Products, Automotive and Media & Entertainment Industries creating tangible value and delivering measurable results. Managed and mentored staff, led development of marketing programs from concept stage to customer launch, developed marketing strategies and plans, drove implementations to increase revenues.  Collaborative creative/strategic thinker with a consistent record of transforming new customer insights into innovative ideas that drive business goals; from compelling concept presentations to comprehensive plans and fully integrated solutions across all media that increased traffic, sales and customer satisfaction while inspiring optimistic enthusiasm in team members and stakeholders. Strong record of seeing beyond the way it’s always been done and leading game changing improvements.

core competencies

Customer Insights: Dedicated to constantly learning customer points-of-view, needs, wants, feelings and experience. A skilled investigator, able to probe and discover powerful insights that reveal valuable new opportunities.

Value Creator: Proven ability to consistently conceive big ideas that meet customer desires in order to move business drivers and revenue; addressing multiple levels of value and growth within the business.

Vision: Constantly consuming new information and points of view inside and outside the industry to inform the discovery and conception of new opportunities and strategies.

Enthusiasm: A natural curiosity and quest for discovery fuels a high level of energy and conviction, encouraging team members, stakeholders and partners to inspire their optimism and commitment to achieve.

Hands-On: Conceive, conceptualize and fully develop creative strategies, plans and ideas from soup to nuts. Accomplished writer, producer, director, videographer, designer, editor and creative director.

Philosophy: Marketing, in the age of consumer empowerment, is a function of every customer facing department and employee in the organization. The path of least resistance is the road to obsolescence.

EXPERIENCE

Lithia Motors Inc

2010 – Present |    Director, Marketing Strategies

Reporting to EVP of Operations - Management wanted to achieve a consumer-centric position in retail auto marketing in order to deliver on our goal to be the leading automotive retailer in each of our markets. Proposed a pioneering strategy based on insights gleaned from customer interviews that harvested our best customer experiences into a content library. Created a fully integrated plan, unique in automotive retail sector, across all customer communications. Key insight was that consumers’ extraordinarily high need to research and evaluate their purchase was fed by their strong desire to be happy with their purchase decision and ownership experience while lacking trust and relationship with dealers.  Created a content library for each store of specific local customer testimonial experiences and vehicle/model ownerships to aid shoppers in their purchase evaluation. This content ranks highly in natural online search while both on and offline advertising promotes the availability of this helpful content to attract in-market consumers to store web sites and ultimately to visit our stores. Mass Media, Online and Direct marketing targets specific customer segments with offers and appropriate customer content to validate the offer. Pilot stores are showing strong results in both web site and store traffic as well as a positive store culture shift toward better customer experience.  Presently, rolling out company-wide. 

Lithia Motors Inc

2009 – 2010 |    Director, Store Marketing

Lithia needed to create a solid brand identity for each of 87 retail auto dealerships across 11 states.   Led development of new creative concepts and idea generation for mass media, Internet and direct marketing to sell-in to the store GMs and directed the media production in Lithia Advertising Department (LAD). Managed 5 regional account managers, media planning, creative, co-op and legal compliance that successfully reinvigorated the stores’ branding with long-term branded programs and brand identities based on auto consumer insights.

Videasa

2008 – 2009       Director, Strategy

The founders of this branded content agency needed market opportunity strategies as a foundation for approaching national brands in order to win contracts to produce branded content campaigns across the web, social media, video sharing sites and emerging digital content platforms. Part of executive team that developed and focused the strategy and business model through customer collaboration and feedback. Created partnerships with media and interactive agencies, Fortune 500 brands and major media companies. Conceived innovative concepts and executions that succeeded in attracting brands like Con-Air, Celestial Seasonings and Lithia Motors.

Hitviews

2007 - 2008   VP Sales and Marketing

Recruited by a media startup that needed a go-to-market strategy and had an untested revenue model. Collaborated with executives to develop a product offering for sales, define the brand position, create content for the web site, and prepare various sales and marketing presentations targeted to top-tier ad agencies and direct clients. Pitched major Brands such as Unilever, Johnson & Johnson, Six Flags, Microsoft and others. Achieved contracts with major brands.

ECS Refining

2007   Director of Marketing

Company founder needed to defend the company’s market leading position in the Electronics Recycling industry against lower cost, less reputable firms. Created a new brand identity that keyed on their unique, proprietary recycling process that guarantees integrity and protects customers from legal, financial and environmental liabilities. Created completely new company marketing strategy including name, logos, sales collateral, trade show materials, Web site and branded content. Company still leads the rapidly expanding industry in Silicon Valley. 

Brooknol Advisors

2005-2007     Digital Marketing Strategist

Media & Entertainment Investment and Advisory firm headed by Brian C. Mulligan. Conceived product concepts, go-to-market strategy and business models for in-house incubated ventures: An ambitious mobile advertising and promotion network to reach people while shopping at retail stores by allowing them to leverage market information in real time; an online directory of currently airing television commercials grouped by product category that began an online marketing funnel based on shopping preferences.

Napster requested a strategy to both increase the number of unique visitors and the number of paid subscribers.  Developed a prototype social media platform to drive traffic, and drive subscribers. Presented to the CEO and Board of Directors.

Private Equity Purchase: Initiated a buyout effort of toy manufacturer, Wham-O Inc. Developed innovative marketing plan, product refresh plan and new product plans that attracted private equity investors and a $15M offer.

Breadcrumbs

1999 – 2005 Co-founder, Sales and Marketing Strategy

Co-founded a startup that sought to bridge the gap between offline broadcast advertising and further information and interaction between customers and advertisers utilizing the broadcast station Web sites. I conceived the product and business concepts based on my experience in radio and television. Conceived the platform concept, raised angel investment, attracted directors and advisors, built executive team, pitched VCs and raised investment from media industry professionals. Closely managed product development working closely between interested media and agency customers to build a viable marketplace solution.

Led partner development and product marketing to media companies and media agencies. With adopters, led sales marketing to the broadcaster’s sales managers and execs.

Generated significant traffic to our applications on Clear Channel Web sites. Achieved the consent of CEO of CBS Interactive to evangelize the platform on their behalf to media agencies groups. Garnered substantial support from Starcom, Universal McCann, Mindshare, and OMD. Project was cancelled when the CBS CEO was replaced.

Signed license fee agreements with Fox, NBC, CBS stations in 3 markets, implemented our software for television stations and provided them a web service for their advertisers to manage their interactive experience with viewers. 

Wham-O Mfg.

1973-1982 Marketing Manager

Toy and Sporting Goods manufacturer with strong consumer brands such as Frisbee Discs, Hula Hoop, Slip ’n Slide and Super Ball. Working closely with the founders was a golden opportunity to learn from innovative and uniquely talented marketers. Every product, both successes and failures, were rich object lessons in marketing that transcend technology changes. A seminal experience, I was well schooled by the best men I ever knew. I carry the wisdom of their experiences as well as their passion for having fun.

RELATED EXPERIENCE

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