Tia Mattson

Summary

Collaborative. Forward-Thinking. Goal-Oriented.

Dynamic, driven and creative marketing strategist with a proven track record of achievement and demonstrated success in consumer marketing, publicity, social and digital marketing, brand development and executive counsel. A results-oriented leader with the distinct ability to collaborate and influence cross-functional teams with an approach that is creative, innovative and effective.

Believes that execution is also a strategy and always strives to craft innovative stories that get delivered to the target flawlessly.

CORE COMPETENCIES

Omni-Channel Marketing & Communications
Strategic Planning & Tactical Development
Media, Vendor and Agency Relations
Product Launches & Event Marketing
Integrated Marketing Programs
Budget and P&L Management
Metric Driven Campaigns

Work experience

2013 - 2014

Chief Marketing Officer

100 LLC/Dirty Girl Mud Run

Executive responsibilities for driving and managing all strategic planning and execution for marketing, branding, business development, sponsorship sales, partnerships, advertising and PR initiatives for 60+ events across the US
Oversee PR firms, social media programs, proprietary registration software development, CRM programs and digital work including website and e-mail campaigns
Prepare and manage overall marketing and business development budget including international launch plans
Provide clear leadership and development of marketing, sponsorship, merchandise and customer service teams
- Achieved registration growth by nearly 125% with 60 events and 250+ attendees with increased margins
- Inked national partnership deals with Ford Motor Company, Kenmore, Paul Mitchell and Sunny Delight Beverage Company for more than $500K in revenue
- Launched first paid digital campaign maintaining 15:1 ROI on all spends including Facebook
- Organic growth of Facebook brand page to more than 375K fans

2011 - 2013

Senior Marketing Manager

Fresh Produce Sportswear

Developed and executed omni-channel marketing programs including: execution of email marketing, social media, print and online advertising, online merchandising, website content, direct mail, media and blogger relations, affiliate marketing and local store marketing for 27 retail locations
Manage creative and support staff, marketing communication strategy, partner agencies and associated budgets
Serve as leader of e-commerce site and manage all operations together with marketing plans and execution
- Leadership and execution on 2011 brand refresh in online, at retail and direct to consumer channels
- Achieving greater than 60% growth and increased traffic 78% over prior year in online revenue through targeted SEO and PPC tactical programs
- Launched first publicity campaign in 2012 landing key placements on The Today Show and in Women's Wear Daily, Denver Post, Fox News, Daily Camera, Coastal Living, Southern Living and Aventura

2004 - 2010

Director Global Public Relations

Crocs, Inc.

Developed global strategy and tactical communication plans for all brands and subsidiaries including: media materials, press conferences, speeches, video scripts, executive presentations, proactive media pitches, internal communications, briefings and interviews, crisis communications, and web site copy
Directed international and virtual teams across five continents to execute integrated plans aligned with corporate and regional marketing objectives including teams within Crocs, Inc., subsidiaries and several vendor firms such as: agencies, marketing production groups and design firms for multiple campaign efforts
Marketing communications development for consumer sponsorship and corporate social responsibility initiatives – launched SolesUnited, a first of its kind recycled shoe program; coordinated multiple national fundraising programs for the Breast Cancer Research Foundation
Developed and implemented comprehensive international crisis plans with key components including: internal and external press releases, non-traditional media outreach, statements, talking points and provided media coaching for all levels of management on issues such as product injuries and consumer lawsuits
Managed annual global communications budget in excess of $3MM
Organized analyst briefings and international presentations to investment community
Directed the global implementation of social media engagement strategies, policies and integrated marketing plans including online editorial, blogger outreach and emerging media programs developed to enhance key business strategies
- Built award-winning international communications team during hyper-growth period, from $6MM to $847MM in revenue over three years; lead worldwide communication programs in more than 100 countries
- Directed strategic PR/IR campaign through largest footwear IPO in public trading history (February 2006)
- Garnered more than 1 Billion U.S. impressions in 2007, 2008 and 2009 media relations campaigns
- Highly successful media relations efforts while serving as a key company spokesperson – media interviews include: CNBC, Associated Press, Dow Jones, New York Times, FOX Denver, Fox and Friends and various trade publications
- Secured interviews and product placements on national programs such as Oprah, Good Morning America, The Today Show, The View and Martha Stewart

2002 - 2004

Marketing Manager

Bally Total Fitness

Developed and executed community driven marketing strategies to support product launches, community events, crisis situations and grand openings; served as company spokesperson as needed
Activated and localized national/corporate brand strategy and messaging
Managed extensive vendor relations, project costs and an annual budget of $1.4 million
Select, negotiate and implement traditional media buys for radio, print and online media
Track, analyze and report campaign/events effectiveness and monthly ROI; reported directly to Area Vice President
- Planning and execution of three grand openings; exceeding sales goals by 200%
- Strategic planning and execution of new member acquisition and member retention marketing plans developed to drive incremental sales
- Created and implemented dynamic cooperative advertising program adopted by international marketing groups

2001 - 2002

Local Marketing Manager

24 Hour Fitness

Created and led integrated marketing campaigns for 36 locations in six states
Responsible for key initiatives including: developing creative outreach opportunities, negotiating regional sports/event sponsorships, co-marketing partnerships and executing local market PR campaigns
Reported to the Regional Vice President while directly accountable for $523,000 budget
- Coordinated ten grand opening events and three corporate acquisitions; averaging more than 120% of sales goals

1995 - 1996

Marketing and Promotions Manager

DC Marketing

Managed media, marketing and promotional programs along with grand opening launches for multiple restaurants and nightclubs
Created quarterly newsletters and press materials, including press releases, fact sheets, and press kits; served as company spokesperson
- Developed concierge referral program
- Directed annual corporate charity events raising more than $100,000 for each event

1995 - 1996

Field Sales Supervisor

MarketSource

Performed targeted demographic market research
Surveyed consumer buying habits while executing regional promotions and events designed to develop national brand awareness
Implemented grassroots member acquisition program for Delta Airlines/AMEX card in three key markets