Williston, VT, USA

Kaitlin C.

I am a dynamic and curious marketing leader with 15 years of experience leading Performance Marketing, Content, Analytics, Integrated Marketing, and Creative teams at lifestyle and outdoor brands. I've led teams through highs and lows, everything from digital transformation to periods of massive growth and pandemic headwinds.

I bring unique experience, having worked in many environments and business models, including; family-owned, Fortune 500, privately held, and venture-backed direct-to-consumer brands. These experiences include; Global heritage brand Burton Snowboards, the hair/beauty subscription business Madison Reed, enterprise tech + product at Yahoo/Oracle, and marketplace/ resale/re-commerce at The Pro's Closet. I am an active member of the women's club Chief and the creative think-tank Mixing Board.

Having sat in these roles for the last decade, I work with CMOs and marketing leaders at lifestyle brands looking to build a sustainable path to growth. Through fractional work or consulting engagements, I expand their strategic capacity and support the infrastructure that marketing teams need to ensure success in their DTC growth goals.

Primary areas of focus:

-Brand + growth strategy

-Channel diversification

-Go-to-market planning

-Org design

Hire Kaitlin

Enterprise Software Marketing Consultant Cosmetics Sporting Goods Growth Stage Social Network Chief Marketing Officer Leadership

Work

Content Optimization

burton.com

Burton.com is hosted on an enterprise platform. Due to the limited CMS capabilities of the platform and the high volume of educational, service-oriented, and entertaining content, Burton was forced to build off the platform on CMS subdomains. This approach created a content division, leading to missed opportunities in generating site traffic. The Burton Consumer Marketing team leveraged new feature releases to migrate, tag, and centralize disparate content. This resulted in a significant increase in conversion for the global brand.

Content Marketing Brand Strategy Go-to-Market Strategy

Comprehensive Rebrand

theproscloset.com

As a newly hired CMO, I entered the organization when the RFP had been issued to agencies to pursue a comprehensive rebrand. As the leader in marketing with oversight on agency management, in-house creative team, and marketing channel leaders, I was accountable for taking the reigns on the rebrand for The Pro's Closet which included my insight-driven decision to move towards an acronym, TPC. This included an overhaul of the mission, vision, and values, along with brand positioning and verbal and visual identity updates.

Experience

Mar 2020 — Present

Chief

Member

Chief is a private network built to drive more women into positions of power and keep them there. Chief is the only organization specifically designed for senior women leaders to strengthen their leadership journey, cross-pollinate ideas across industries, and effect change from the top-down.

Mar 2022 — Mar 2023

The Pros Closet

Chief Marketing Officer

TPC, (formerly known as The Pro's Closet), is a marketplace platform and a technology company that enables a better experience in buying and selling high-end used bikes. TPC carries over 600 brands across all cycling disciples. in 2021 they acquired the gravel cycling zeitgeist blog called The Radavist.

Apr 2021 — Nov 2021

Madison Reed

VP Integrated Marketing

Sep 2013 — Apr 2021

Burton

Global VP Consumer Marketing

Sep 2012 — Sep 2013

Oracle

Social Partnerships Lead

Apr 2009 — May 2012

Carrot Creative (acquired by Vice)

Director of Client Services

Kaitlin C.