Tia Mattson

Executive level marketing professional working with businesses to develop and execute tightly integrated communications designed to reach target audiences, align with business objectives and exceed goals. 

• Media relations, strategy, execution and corporate communications for Oskar Blues Brewery along with CAN'd Aid Foundation, a non-profit CSR
• Launched the most successful Star Wars licensed product globally, achieving sell out in 72 hours while propelling the company to profitability and more than $80MM in sales
• Enterprise communications and brand development Asia Transpacific Journey's in support of upcoming 30th anniversary including rebranding, new website and launch of in-bound marketing program targeting $30MM in sales 
• Influencer outreach and digital campaign creation for several brands including: Oskar Blues Brewery, Revolar, Sphero & WeeCasa Tiny House Resort 

Clients include: Oskar Blues Brewery, WeeCasa Tiny House Resort, Spirit Hounds Distillery, National Restaurant Association, Active Interest Media, Arta Tequila, ATJ (Asia Transpacific Journey's) Hedgren, varier furniture, Revolar, Famous Dave's BBQ, Sphero and Perky Jerky

• 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

• 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

• 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

• 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

• 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

• 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

• 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