Amber
Assoc. Vice President of Marketing at ACHNET Achiever Network
Fort Worth, Texas, United States
"A senior marketing expert with a relentless drive for sales growth and ROI."
ABOUT ME

A senior marketing expert skilled at driving global product marketing strategy.  Known for innovative marketing vision and go-to-market planning. A thought-leader in developing customer brand positioning and messaging that differentiates from the competition. An intensely curious learner who is comfortable getting into the technical details while building strategies and tactical activities to support the big picture objectives.

A senior marketing expert skilled at driving global product marketing strategy.  Known for innovative marketing vision and go-to-market planning. A thought-leader in developing customer brand positioning and messaging that differentiates from the competition. An intensely curious learner who is comfortable getting into the technical details while building strategies and tactical activities to support the big picture objectives.

VIDEO RESUME
SKILLS & CAPABILITIES
  • 19
    years and 2 months
    Video Marketing
    Used in 6 milestones
  • 13
    years and 2 months
    Brand development and strategy
    Used in 5 milestones
  • 13
    years and 2 months
    Corporate Communications
    Used in 5 milestones
  • 13
    years and 2 months
    digital advertising
    Used in 5 milestones
  • 13
    years and 2 months
    Email Marketing and automation
    Used in 5 milestones
Marketing Strategy & Planning PR and Media Relations Social media marketing and analytics Product Marketing
SKILL COMMENDATIONS
(Average of Top 5 Skills Based on 3 Commendations)
Video Marketing :
Master
Brand development and strategy :
Master
Corporate Communications :
Master
digital advertising :
Master
Email Marketing and automation :
Master
SPECIALIZATION
(5 out of 10 Specializations)
TRAITS & STRENGTHS
(Average out of 3 Commendations)
  1. Master
  2. Expert
  3. Proficient
  4. Journeyman
  5. Beginner
MILESTONES TIMELINE
Work Milestones (4 most recent out of 6)
Project Milestones (4 most recent out of 14)
Academic Milestones (4 most recent out of 4)
Project Milestones
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TEST - n/a
May 2021 - Present (6 months)
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ACHNET - Created and leveraged an arsenal of marketing content - Lead
Nov 2020 - Apr 2021 (5 months)
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ACHNET - Built the strategic go-to-market plan including the foundational marketing tools - Lead
Nov 2020 - Present (1 year)
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Theatro - Launched a new website - Lead
Jan 2018 - Apr 2018 (3 months)
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Theatro - Built the HubSpot CRM and Marketing automation program - Lead
Aug 2017 - Dec 2017 (4 months)
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Theatro - Built the public relations program from ground up - Lead
May 2017 - Oct 2019 (2 years and 5 months)
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BSN SPORTS - Optimized SEM program, cleansed product data and overlaid a buying seasonality calendar - Lead
Jan 2017 - May 2017 (4 months)
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BSN SPORTS - Implemented the marketing automation program - Lead
Sep 2015 - Dec 2015 (3 months)
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BSN SPORTS - Designed and launched end-to-end marketing strategy - Lead
Apr 2015 - Apr 2016 (1 year)
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Texas Instruments - Fossil smart watch collaboration and go-to-market lead - Lead
Jan 2015 - Apr 2015 (3 months)
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Texas Instruments - Global University Marketing Program Lead - Lead
Sep 2012 - Apr 2015 (2 years and 7 months)
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Texas Instruments - Wireless Global Marketing Program Lead - Lead
Aug 2009 - Aug 2011 (2 years)
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Texas Instruments - Thank an Engineer - award winning industry viral video series - Lead
Jul 2008 - Jul 2009 (1 year)
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Texas Instruments - Global Analog Automotive and Power Management Marketing Program Lead - Lead
Jul 2007 - Jul 2009 (2 years)
Work Milestones
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Pictma - Board Member - PR/Marketing
Feb 2021 - Present (9 months)
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ACHNET Achiever Network - Assoc. Vice President of Marketing
Oct 2020 - Present (1 year and 1 month)
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Theatro - Director of Marketing
May 2017 - Oct 2019 (2 years and 5 months)
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BSN SPORTS - Director of Marketing
May 2015 - Jun 2017 (2 years and 1 month)
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Texas Instruments - Worldwide Senior Digital Marketing Communications
Jul 2007 - Apr 2015 (7 years and 9 months)
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United States Navy - E-5
Jul 1998 - Jul 2004 (6 years)
Academic Milestones
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Harvard Business School - Master of Liberal Arts program Marketing and Management
Aug 2018 - Present (3 years and 3 months)
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Website CMS Experience - Experience Google Sites, Magento, Optimizely, Sitecore, Webflow, Weebly, and WordPress
Jul 2007 - Present (14 years and 4 months)
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Email Marketing Automation, Social & CRM - Sales Enablement Certification HubSpot, Silverpop, Salesforce, Sugar CRM, MailChimp, Constant Contact
Apr 2006 - Present (15 years and 7 months)
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University of North Texas - English: Technical Writing Magna Cum Laude, GPA: 3.80
Jul 2004 - Jul 2007 (3 years)
WORK MILESTONES
Pictma
Pictma
Pictma
Feb 2021 - On Going
Work Type: Volunteer
Industry: Social Media
JOB TITLES, RESPONSIBILITIES & CONTRIBUTIONS
Board Member - PR/Marketing
Feb 2021 - On Going
  • Volunteer position: Board Member responsible with helping Pictma with their corporate positioning, marketing, and demand generation strategies. Pictma is an unbiased data platform documents social justice behaviors with civil leaders and the communities they serve. Whether they act with kindness and exemplify a standard for others to follow or act with animosity and violate the oaths to serve, honor and protect. Pictma captures and accumulates the data for these actions.
icon Skills Used: Marketing Strategy & Planning, Email Marketing and automation, Social media marketing and analytics, PR and Media Relations, digital advertising, Brand development and strategy, Corporate Communications, Video Marketing
ACHNET Achiever Network
ACHNET Achiever Network
ACHNET Achiever Network
Oct 2020 - On Going | Dallas, TX, USA
1 Commendation
Work Type: Full Time
Industry: Advertising/PR/Events
JOB TITLES, RESPONSIBILITIES & CONTRIBUTIONS
Assoc. Vice President of Marketing
Oct 2020 - On Going
  • ACHNET’s core principle is to help our members (aka Achievers) to discover what vocation sparks interest, aligns with their personality and core values. Whether they’re mid-career or just starting out, Achievers work with our Coaches to identify career options, develop their depth of skills and abilities, and nurture their progress through their entire professional journey. Throughout this process a focus is placed on establishing professional credibility and building a personal brand story. ACHNET provides the tools to achieve these goals using Power ratings, Power bio, Coaching services, and much more!
icon Skills Used: Marketing Strategy & Planning, Email Marketing and automation, Social media marketing and analytics, PR and Media Relations, digital advertising, Brand development and strategy, Corporate Communications, Video Marketing
Theatro
Theatro
Theatro
May 2017 - Oct 2019 | Dallas, TX
Work Type: Full Time
Industry: IT/Computers - Software
JOB TITLES, RESPONSIBILITIES & CONTRIBUTIONS
Director of Marketing
May 2017 - Oct 2019
  • Led a broad cross-functional team to develop the Theatro product roadmap including product categories, hardware features, and customer experiences.
  • Developed all marketing strategies including audience definition targeting casino gaming and retail industries. Created the HubSpot CRM and marketing automation program incorporating customer segmentation and lead scoring strategies. Grew the house file by 200% while increasing customer digital engagement by 38%.
  • Experienced in working with and leading cross-functional teams. Strong capacity to influence through written, interpersonal and presentation skills
  • Implemented Theatro’s public relations program, achieving explosive growth in media coverage and social media engagement. Gained 36% share-of-voice in the gaming and retail technology space and traffic to the website via media activities rose 1076% YOY.
  • Developed and leveraged an arsenal of marketing content (infographics, videos, solution briefs, emails, and podcasts) built for key touchpoints throughout the customer journey. Measured and analyzed the performance of respective marketing strategies for business reporting and campaign optimization.
icon Skills Used: Marketing Strategy & Planning, Product Marketing, Email Marketing and automation, Social media marketing and analytics, PR and Media Relations, digital advertising, Brand development and strategy, Corporate Communications, Video Marketing
icon Work Samples: Theatro Case Studies
BSN SPORTS
BSN SPORTS
BSN SPORTS
May 2015 - Jun 2017 | Dallas, TX, USA
Work Type: Full Time
Industry: Other
JOB TITLES, RESPONSIBILITIES & CONTRIBUTIONS
Director of Marketing
May 2015 - Jun 2017
  • Led a broad cross-functional team to develop the Theatro product roadmap including product categories, hardware features, and customer experiences
  • Developed all marketing strategies including audience definition targeting casino gaming and retail industries. Created the HubSpot CRM and marketing automation program incorporating customer segmentation and lead scoring strategies. Grew the house file by 200% while increasing customer digital engagement by 38%.
  • Experienced in working with and leading cross-functional teams. Strong capacity to influence through written, interpersonal and presentation skills.
  • Implemented Theatro’s public relations program, achieving explosive growth in media coverage and social media engagement. Gained 36% share-of-voice in the gaming and retail technology space and traffic to the website via media activities rose 1076% YOY.
  • Developed and leveraged an arsenal of marketing content (infographics, videos, solution briefs, emails, and podcasts) built for key touchpoints throughout the customer journey. Measured and analyzed the performance of respective marketing strategies for business reporting and campaign optimization.
icon Work Samples: BSN SPORTS Case Studies
icon Skills Used: Product Marketing, Marketing Strategy & Planning, Email Marketing and automation, Social media marketing and analytics, PR and Media Relations, digital advertising, Brand development and strategy, Corporate Communications, Video Marketing
icon Awards Received: PR News’ Social Media Awards: Best Team
Texas Instruments
Texas Instruments
Texas Instruments
Jul 2007 - Apr 2015 | Dallas, TX, USA
Work Type: Full Time
Industry: Semiconductor
JOB TITLES, RESPONSIBILITIES & CONTRIBUTIONS
Worldwide Senior Digital Marketing Communications
Jul 2007 - Apr 2015
  • Marketing team lead on the TI/Fossil Bluetooth-enabled wearable watch project. Key business objective achieved in driving consumer passion for these cutting-edge devices
  • Managed a team of 12 marketers implementing a global marketing program; drove a 30% increase in online activity and hardware sales respectively.
  • Created product demos and featured them at key industry and media events. Personified the voice of the consumer and brand steward through new product innovations.
  • Researched and defined hardware engineer’s personas, analyzed their web activity, and personalized relevant and dynamic content to sell TI’s product solutions; increased website traffic by 35% and conversions by 38%
  • Launched company’s first automated and mobile responsive marketing campaigns which earned double the open (58%) and effective rates (30%) compared to company benchmarks. • Slashed administration costs 60% by optimizing the customer loyalty program processes while increasing participation by 116%
  • Built the TI video program and created the company’s only industry-viral video, with 41% better click through rate than text. Landing page conversions increased by 90%.
  • Leveraged Salesforce social studio (then Radian6) to catapult the TI University Blog from t
icon Awards Received: Bronze Bulldog Media Relations Award, PRSA Pegasus Award of Honor
icon Work Samples: Texas Instruments Case Studies
icon Skills Used: Product Marketing, Marketing Strategy & Planning, Email Marketing and automation, Social media marketing and analytics, PR and Media Relations, digital advertising, Brand development and strategy, Corporate Communications, Video Marketing
icon Memberships: Dallas Arboretum Board Member, Exhibit and New Member committees, United Way Department Campaign Leader
United States Navy
United States Navy
United States Navy
Jul 1998 - Jul 2004 | Seattle, WA, USA
Work Type: Full Time
Industry: Government/PSU/Defence
JOB TITLES, RESPONSIBILITIES & CONTRIBUTIONS
E-5
Jul 1998 - Jul 2004
  • Engineering Department Communications Manager and supervisor of the auxiliary shop.
  • Three deployments in the Persian Gulf; two during the Global War on Terror.
  • This is where I learned the value of a strong work ethic and where my professional strength resides: in clear and compelling communications. This was the first step in a career in Marketing.
icon Awards Received: Armed Forces Expeditionary service medal, Enlisted Surface Warfare Specialist qualification, Global War on Terrorism and Iraq Campaign service , National Defense medal, Navy Achievement Medal, Navy Good Conduct Award
icon Skills Used: Video Marketing
View All
PROJECT MILESTONES
TEST
TEST
TEST
May 2021 - On Going
																		

TEST ONE FIELD

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
n/a
May 2021 - On Going
ACHNET - Built the strategic go-to-market plan including the foundational marketing tools
ACHNET - Built the strategic go-to-market plan including the foundational marketing tools
ACHNET - Built the strategic go-to-market plan including the foundational marketing tools
Nov 2020 - On Going
2 Commendations
																		

Developed the corporate message map and the strategic go-to-market plan including the foundational marketing tools such as CRM, email and marketing automation, and CMS.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Nov 2020 - On Going
ACHNET - Created and leveraged an arsenal of marketing content
ACHNET - Created and leveraged an arsenal of marketing content
ACHNET - Created and leveraged an arsenal of marketing content
Nov 2020 - Apr 2021
2 Commendations
																		

Created and leveraged an arsenal of marketing content (infographics, videos, solution briefs, emails, and podcasts) built for key touchpoints throughout the customer journey.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Nov 2020 - Apr 2021
Theatro - Launched a new website
Theatro - Launched a new website
Theatro - Launched a new website
Jan 2018 - Apr 2018
																		

Launched a new website and earned an 89% lift in sessions, 54% + new visitors, while reducing the bounce rate by 33% YOY.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Jan 2018 - Apr 2018
Theatro - Built the HubSpot CRM and Marketing automation program
Theatro - Built the HubSpot CRM and Marketing automation program
Theatro - Built the HubSpot CRM and Marketing automation program
Aug 2017 - Dec 2017
																		

Built the HubSpot CRM and Marketing automation program incorporating customer segmentation and lead scoring strategies. In the first year, grew their house file by 200% while increasing customer digital engagement by 38%.  

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Aug 2017 - Dec 2017
Theatro - Built the public relations program from ground up
Theatro - Built the public relations program from ground up
Theatro - Built the public relations program from ground up
May 2017 - Oct 2019
																		

Explosive growth in media coverage and social media engagement from the public relations program. Gained 36% share-of-voice in the gaming and retail technology space and media traffic to the website rose 1076% YOY.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
May 2017 - Oct 2019
BSN SPORTS - Optimized SEM program, cleansed product data and overlaid a buying seasonality calendar
BSN SPORTS - Optimized SEM program, cleansed product data and overlaid a buying seasonality calendar
BSN SPORTS - Optimized SEM program, cleansed product data and overlaid a buying seasonality calendar
Jan 2017 - May 2017
																		

Optimized SEM program, cleansed product data and overlaid a buying seasonality calendar to product feeds; Within the first three months at the company, turned the marketing return on ad spend (ROAS) from -$30,000 a month to a positive profit, achieving a 4:1 ROAS.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Jan 2017 - May 2017
BSN SPORTS - Implemented the marketing automation program
BSN SPORTS - Implemented the marketing automation program
BSN SPORTS - Implemented the marketing automation program
Sep 2015 - Dec 2015
																		

Implemented the marketing automation program, cleansed the database, updated the CRM API expanding segmentation capabilities and increasing targeted email sends per month from 8,000 recipients to 80,000 while doubling effective rates.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Sep 2015 - Dec 2015
BSN SPORTS - Designed and launched end-to-end marketing strategy
BSN SPORTS - Designed and launched end-to-end marketing strategy
BSN SPORTS - Designed and launched end-to-end marketing strategy
Apr 2015 - Apr 2016
																		

Designed and launched end-to-end marketing plan, GTM strategy, messaging, campaign landing pages, and marketing content creation to drive sales. 

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Apr 2015 - Apr 2016
Texas Instruments - Fossil smart watch collaboration and go-to-market lead
Texas Instruments - Fossil smart watch collaboration and go-to-market lead
Texas Instruments - Fossil smart watch collaboration and go-to-market lead
Jan 2015 - Apr 2015
																		

Marketing team lead on the TI/Fossil Bluetooth-enabled wearable watch project. Key business objective achieved in driving consumer passion for these cutting-edge devices.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Jan 2015 - Apr 2015
Texas Instruments - Global University Marketing Program Lead
Texas Instruments - Global University Marketing Program Lead
Texas Instruments - Global University Marketing Program Lead
Sep 2012 - Apr 2015
																		

Managed a team of 12 marketers implemented a global marketing program; drove a 30% increase in online activity and hardware sales respectively. Researched and defined hardware engineer’s personas, analyzed their web activity, and personalized relevant and dynamic content to sell TI’s product solutions.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Sep 2012 - Apr 2015
Texas Instruments - Wireless Global Marketing Program Lead
Texas Instruments - Wireless Global Marketing Program Lead
Texas Instruments - Wireless Global Marketing Program Lead
Aug 2009 - Aug 2011
																		

Responsible for overseeing TI's Wireless advertising and sales strategy. Concieved and built all marketing efforts aligned to the department's financial and branding goals. 

Leveraged Salesforce social studio (then Radian6) to catapult the TI University Blog from the bottom ranking 21st company blog to the 2nd highest performing blog within one year.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Aug 2009 - Aug 2011
Texas Instruments - Thank an Engineer - award winning industry viral video series
Texas Instruments - Thank an Engineer - award winning industry viral video series
Texas Instruments - Thank an Engineer - award winning industry viral video series
Jul 2008 - Jul 2009
																		

Built the TI video program and created the company’s only industry-viral video, with 41% better click through rate than text. Landing page conversions increased by 90%.

Created the Viral video series "Thank an Engineer," a humorous look at the world without engineers. It received numerous shout outs in marketing best practices publications. Most notably a feature in Google Digital Marketing evangelist's, Avinash Kaushik, article: Fantastic B2B Marketing Videos and Why They’re Successful-- he declared the videos “hilarious” and that “the website shows a connection to a customer that is very, very important.”

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Jul 2008 - Jul 2009
Texas Instruments - Global Analog Automotive and Power Management Marketing Program Lead
Texas Instruments - Global Analog Automotive and Power Management Marketing Program Lead
Texas Instruments - Global Analog Automotive and Power Management Marketing Program Lead
Jul 2007 - Jul 2009
																		

Launched company’s first automated and mobile responsive marketing campaigns which earned double the open (58%) and effective rates (30%) compared to company benchmarks.

ROLE, RESPONSIBILITIES & CONTRIBUTIONS
Lead
Jul 2007 - Jul 2009
View All
ACADEMIC MILESTONES
Harvard Business School
Harvard Business School
Harvard Business School
Aug 2018 - On Going | online
Masters
Degree/Certification: Master of Liberal Arts program
Major: Marketing and Management
Total Aggregate:
Website CMS Experience
Website CMS Experience
Website CMS Experience
Jul 2007 - On Going
Certification
Degree/Certification: Experience
Major: Google Sites, Magento, Optimizely, Sitecore, Webflow, Weebly, and WordPress
Total Aggregate:
Email Marketing Automation, Social & CRM
Email Marketing Automation, Social & CRM
Email Marketing Automation, Social & CRM
Apr 2006 - On Going
Certification
Degree/Certification: Sales Enablement Certification
Major: HubSpot, Silverpop, Salesforce, Sugar CRM, MailChimp, Constant Contact
Total Aggregate:
University of North Texas
University of North Texas
University of North Texas
Jul 2004 - Jul 2007
Bachelors
Degree/Certification: English: Technical Writing
Major: Magna Cum Laude, GPA: 3.80
Total Aggregate:
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PORTFOLIO GALLERY
Texas Instruments Case Studies.pdf
Texas Instruments Case Studies
BSN SPORTS Case Studies.pdf
BSN SPORTS Case Studies
Theatro Case Studies.pdf
Theatro Case Studies
CLIENTS & COLLABORATORS
HONOR & RECOGNITION

PR News’ Social Media ...

Bronze Bulldog Media ...

PRSA Pegasus Award of ...

Global War on Terrorism ...

Navy Achievement Medal ...

Navy Good Conduct Award ...

National Defense medal ...

Armed Forces ...

Enlisted Surface Warfare ...
ACCOMPLISHMENTS & ACHIEVEMENTS
You have not added any Achievements to your Story yet
MEMBERSHIPS & ORGANIZATIONS
Service Women's Action Network
Service Women's Action Network
SMU Advisory Council - Digital Accelerator
SMU Advisory Council - Digital Accelerator
Dallas Arboretum Board Member, Exhibit and New Member committees
Dallas Arboretum Board Member, Exhibit and New Member committees
United Way Department Campaign Leader
United Way Department Campaign Leader
COMMENDATIONS & TESTIMONIALS
Assistant Marketing Manager at ACHNET Inc / TESCRA Software Pvt. Ltd.
Bengaluru, Karnataka, India
I am pleased to write a note of praise for Amber, our AVP of Marketing. Amber is a pleasure to work with, she is kind, generous and never says NO to questions when it comes to learning in marketing strategy, team leadership and her insights are truly commendable. She helps us learn many things about marketing which is very supportive. Her knowledge of marketing strategy is based on integrity, personalized service and exceptional focus on our clients' needs, which allows us to build strong relationships with our clients. I enjoy working with her and look forward to work with you more.
icon icon Reeba's Full Commendation
Senior Marketing Manager at Tescra Software Private Limited
Bangalore, Karnataka, India
Amber is such a pleasant person to be around. She is innovative, organized, very goal-oriented as well as helpful and is always open to new ideas, suggestions and feedback. Her expertise in the field of Marketing and Branding is phenomenal and has helped our team find more efficient solutions for various projects, be it email campaigns, content marketing, creating brand awareness, social media engagements, media relations, etc. She knows how to get the best out of each individual and is an excellent mentor. Her patience and willingness motivate me to do my best. Her contribution is valuable to the team and she would be an asset to any organization. I look forward to working with her on many more challenging projects.
icon icon Priya's Full Commendation