marketing executive specializing in brand identity, content marketing, and digital strategy

chris@antishrinkray.com

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Ministry Cycles

Founder

Created a bicycle brand from scratch as an exercise in community-driven brand development and content-based product marketing.

  • Created brand logo and all marketing assets
  • Created Shopify site and wrote code for theme customizations
  • With no marketing spend, deployed content-based awareness campaign that achieved earned media, including multiple home page features on Pinkbike.com, the world’s largest cycling site; three podcast interviews; and photo and video mentions by nearly all cycling industry media outlets
  • Grew Instagram social media following to over 35,000 engaged individuals, and TikTok following to over 11,000

Stan’s

Creative Director

Revitalized brand identity and prepared company for growth and acquisition opportunities. Created and managed a team responsible for all corporate branding, messaging, advertising, analytics, trade and consumer events, and sponsorship. Responsible for marketing budget management and KPIs. Hired and managed staff, agencies, and contract workers. Oversaw all content creation. Responsible for all media buys and contracts.

  • Reduced marketing budget while increasing brand awareness
  • Led successful corporate rebranding, including new logo and site design
  • Developed logos for company proprietary technologies to reinforce brand position as innovator
  • Created all marketing processes and funnels, including establishing Google Analytics and AdWords accounts, establishing Facebook advertising, and creating email newsletter
  • Established corporate policies and procedures and aligned marketing and customer service departments
  • Managed over a dozen successful product launches, from market strategy to product packaging and content creation, to landing pages and press releases
  • Managed all B2B and B2C communications, from email lists to partner presentations
  • Developed consumer-personalized charity and trail advocacy program

Velotech

Director of Sales and Marketing

Directed the sales and marketing strategies for e-commerce and brick and mortar business units; managing a team of 14 across the sales, customer service, site content, social media, and graphic design departments. Managed public relations and event planning for Western Bikeworks retail store. Revised goals and KPIs to successfully reinvent customer service department. Launched in-house video content program.

  • Developed online sales strategy, built and activated promotions, and analyzed performance for BikeTiresDirect, WesternBikeworks, and Cyclocross online stores
  • Curated online product assortment and managed promotional strategies for all products
  • Rebuilt customer service department policies and procedures, improving retention and recommendations
  • Gathered consumer feedback and worked closely with IT teams to implement site features and improvements
  • Recruited and managed content teams, including product copywriters, newsletter teams, customer service, paid search, video production, and retail store marketing and events
  • Worked with Purchasing and Finance to maximize vendor terms, ensure product turns, and meet sales targets
  • Grew sales 25% first year in position
  • Set records for Black Friday and Cyber Monday single-day sales

Speedgoat

Founder

Launched one of the earliest online businesses in the outdoor space and rapidly grew it into a brand recognized by serious cycling enthusiasts around the world. Developed business concept, vision and mission, sales and purchasing strategy, marketing initiatives, site design, and operational processes for all aspects of the business.

  • Created brand identity and vision to be “The World’s Local Bike Shop”
  • Developed ecommerce site, including popular “Custom Bike Builder” program that allowed visitors to choose components, price, and weigh their own custom bike and a gallery of customers’ bikes
  • Pioneered community programs, including popular “Women’s Ride Clinic,” to encourage new riders, and charitable events, including our “Pink Bike” and “Purple Bike” giveaways that raised over $35,000 for the Breast Cancer Prevention Partners organization
  • Managed all staff and oversaw all daily operations
  • Sold company to private investor in 2010 and managed through transition phase

ABOUT ME

Building Brands is What I Do

I launched a successful e-commerce business in 1997 (that’s one year before Google was founded), and I’ve been developing brands, leading sales and marketing teams, and designing products, primarily in the outdoor industry, for the past twenty-five years.

My experience as an entrepreneur began with bootstrapping my online store. From an initial investment of $30,000, the business generated over a million dollars in sales in its first year without a single paid advertisement, driven by creative strategies today recognized as “content marketing.”

After selling my business to private investors, I directed sales and marketing for a large company with multiple e-commerce sites and retail locations, managing a team of creatives, sales managers, and customer service agents to realize record-breaking sales growth.

In addition to my e-commerce sales and marketing work, I’m driven to create great products and tell their stories. I have experience in product design, development, and manufacturing. I have acquired a patent and licensed a product design, and can offer advice and making your product ideas a reality.

My seven years of experience as a creative director saw me responsible for all of the branding and marketing efforts of an omnichannel company with distribution in over sixty-five countries. I have extensive experience with product marketing, media relations, event, athlete, and ambassador sponsorship, as well as product graphic design, trade show presence, and all forms of print and digital advertising.

In addition to my years of management experience and history of creating successful processes to lead cross-departmental teams, I take a direct approach to using today’s sales, marketing, and design tools. My skillset ranges from copywriting to solid modeling, graphic design to SEO and web analytics. With a background that includes an MFA in English writing, a lifelong love of illustration, and experience building web sites with HTML, CSS, and Javascript, I lead by having the skills to do.

Leadership + Skills

Whether directing a team of freelancers or working with you to take your ideas from concept to reality, I communicate fluently across a wide range of departments.

  • Strategic Planning
  • Brand Development
  • Business Development
  • Content Marketing
  • Marketing Management
  • Ecommerce Strategy
  • Digital Strategy
  • Budgeting / Forecasting
  • Product Development
  • Product Marketing
  • Sales Management
  • Project Management
  • PR and Communications
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