Doug Morrell

As the Chief Marketing Officer for E-Mist Innovations, I am responsible for all marketing initiatives including the development and oversight of a comprehensive online strategy, brand development, internal and external promotions, social media, content creation, design development and implementation, and online responsive website properties. In this role, I support sales efforts, regional marketing needs and overall strategic planning for this innovative B2B business.

Skills & Experience

Online Strategy: 

Developed online strategy, including online reputation, visits and conversion improvement and the online experience, that supports the company’s overall goals and oversee all aspects of its implementation

Promote opportunities for growth and execute strategies, then initiate, execute and monitor them to take advantage of these opportunities.

Intimately understand the online audience and apply targeted customer insights to execute online, mobile and social media strategy.

Analyze user flow on our sites and landing pages to recommend and bring into effect changes to improve goal conversions.

Manage and direct messaging behind every product roll out online, the website, internet marketing campaigns, and social media.

Teamwork:

Collaborate with all departments to learn, identify, develop and deliver integrated marketing campaigns. 

Development:

Design/manage website development and incorporate new features and functionality, including helping to optimize our promotion and email marketing efforts via continuous quantified performance testing.

Measurement:

Own the entire process of setting objectives, measuring performance, reporting regularly on the results, iterating and self-correcting over time.

Built partnerships with industry leaders to maintain a sustainable and meaningful content generation and engagement strategy resulting in compelling content, features, and online tools that support the website strategy.

Staffing:

Develop and manage the organizations related projects and budget for website development and maintenance, outreach and promotion, personnel and operations to ensure all internal and external parties are accountable and satisfied.

SEO/SEM:

Ongoing management of SEO campaigns including keyword generation, targeting and placement optimization, ad copy and banner creative development and testing, bid management and budget management.

• DiscipleLand is a marketing driven, eCommerce children’s curriculum publisher.
• Created a long term marketing roadmap based on SWOT, annual customer research, business objectives and industry/customer analytics.
• Created and executed a strategic roadmap for the company including the brand, content, navigation, search engine optimization, responsive/mobile-friendly build-out, and internationalization.
• Created and championed an intimate understanding of the customer and applied targeted customer insights to all marketing directives.
• Brand/product development, marketing, technology, customer care and sales to create brand awareness, drive conversion, and expand customer LTV (lifetime value).
• Integrated a cloud-based business suite/CRM and database to improve business operations, create brand awareness and experience, customer loyalty and drive revenue.
• Developed and implemented a multi-year traditional and digital marketing eCommerce strategy including multiple websites, e-mail marketing, paid search, organic search/SEO, and social media.
• Created and managed annual budgeting process, as well as providing weekly MarCom dashboard report to the leadership team/board including traffic, revenue, and other performance KPIs.
• Responsible for the creation, steering, managing and optimizing of acquisition, loyalty, and retention activities.
• Maintained excellence in digital media and future industry market understanding.
• Created and led personalized customer care team, improved go-to-market performance and improved loyalty program within the industry.
• Created brand visibility, differentiation, and company-wide understanding of customer metrics and behaviors.
• Developed and implemented processes and policies that provided significant benefits within the company.
• Built and enhanced key internal and external contacts, partners, and industry alliances.
• Continuous review of the competitive marketplace and made adjustments to the marketing strategy and plans based upon analytics/metrics.
• Development and ongoing management of all campaigns including keyword generation, targeting and placement optimization, PPC, ad copy and creative banner development and testing, bid management, budget management and SEO/SEM.
• Created a sustainable and meaningful content generation and engagement strategy and executed strategic partnerships to provide compelling content, features, and online tools that support the digital marketing strategy.
• Analyzed customer flow on multiple website properties to maximize goal conversions.
• Created and managed the brand and message behind every product roll out online, website properties, marketing campaigns, and social media.
• Managed all website development and incorporated new features and functionality, optimizing promotions and email marketing efforts via continuous performance review and testing.
• Track record of innovative strategic thinking combined with pragmatic, roll-up-the-sleeves execution and results delivery.

Developed strategic partnerships with leading national CPA associations, national manufacturing associations including NAM, NIST, and MEP. As a result of these relationships, helped to position SourceCorp as one of the leading authorities for specialized tax services in the country.
• Developed a co-branding marketing program that greatly leveraged company products in multiple channels.
• Created the firm’s first marketing department. Through process improvement and integrated marketing communications, the company exceeded all sales and marketing goals.
• Created and championed new product development and launched the Green Building 179D product offering including brand development, co-branding program, media campaigns, collateral development, copy editing, Website design and maintenance, and stakeholder and partner relations.
• Provided strategic leadership in developing, planning, coordinating, and implementing an integrated marketing and communications program and department, including branding and identity, market research including competitive analysis, strategic message development, SWOT, collateral development, promotional publications, campaigns, electronic communications, website administration, and audience-specific communications.
• Developed an aggressive strategic marketing plan based on gathering, analyzing and developing the firm’s first strategic marketing plan that helped position the company as the nation’s leading specialized tax thought leader.
• Led the planning, writing and production of both print and electronic marketing materials including graphic identity, collateral, presentations, fact sheets, newsletters, blog, and Web content. Oversaw all media relations, including devising and implementing long-range media plans, writing and pitching of news stories to media resulting in multiple feature articles in key trade publidcations; moved the company from Internet obscurity to being listed in the top 5 on all major search engines in a period of 6-months.
• Developed and recommend strategically driven communication programs that helped grow the business and meet defined business objectives
• Served as one of five executive leadership team members committed to the Malcolm Baldrige Performance Excellence process
• Co-launched and served as the champion for the company’s “Pay It Forward” team – an entirely volunteer service team designed specifically to serve our community, clients and staff

Co-developed, branded, and positioned The World Wildlife Network as a one-stop shopping experience for the hunting, fishing and outdoor enthusiast. This was a first-of-kind as a low-power wireless video and Internet broadcast project. We developed wireless A/V cameras that were physically mounted on wildlife for extended behavioral observation on a protected wildlife habitat, designed/built a remote wildlife research center complete with a fiber loop around the wildlife habitat, a series of tower-mounted digital PTZ cameras, remote studio, editing suite, as well as high speed data connections to the remote lab area. All of this to provide “live” VOD/PPV to a devoted wildlife audience. Additionally, formed partnerships with some of the most respected names in the outdoor industry including: Ranger Boats, Jimmy Houston, Cargill/Record Rack, Holt/Cat, North American Whitetail, and many others. WWN was the outdoor industry’s first online “live” hunting, fishing Internet portal available via Internet TV.

Principal of this marketing, advertising, and public relations consulting company overseeing the marketing & communications of various clients across the U.S. including MRR, Northstar Industries, and Lorber Industries.

Marketing Director for this international manufacturer of natural gas measurement equipment. During my tenure, YZ went from 0 to 85% market shareholder and industry leader OEM of natural gas measurement and instrumentation equipment in the world. Created, planned, developed, and executed all marketing aspects of YZ to its customers and distributors, both nationally and internationally.

Senior Account Executive for the 10th largest advertising agency in Arizona. Clients included Burr-Brown, Intelligent Instrumentation, GC International, Hawk Golf Products, Miss Karen’s Frozen Yogurt, and FT Capitol Southwest. Increased client billings through new business acquisition by $1.5M in 12 months.

Initially hired as Account Executive and was promoted to Executive Vice President/COO within 12-months for this leading, award-winning southwest Texas regional ad agency. Cornerstone account was an investor-owned electric utility located in Corpus Christi, Texas. Was responsible for satellite agency operations and strategic implementation of a $2.5M advertising/media budget.