Kerry Carlson

Bringing decades of executive experience – both agency and corporate – to clients in need of a strategic marketing professional to grow their business without the cost or commitment of a full-time employee. I offer a myriad of services including but not limited to: • Brand Strategy, development, launch and implementation. • Commercial strategy and implementation (acquisition, retention, business development, sales). • Marketing department development, evaluation and leadership. • Product evaluation, strategy and development.

I rebuilt the Xpressbet brand, created and led a marketing department while also serving as a strategic leader for the organization. During my time at Xpressbet, the company grew substantially, increasing its brand portfolio to include several new businesses and growing at an unprecedented annual rate of 20%, while cementing itself as a leader in both the domestic and international online betting marketplace. At Xpressbet, my responsibilities included: • XB Family Brand development / management. • Management of a hybrid in-office / remote marketing department. • Omni-channel marketing functions including acquisition/retention, analytics, product development, UX design, consumer testing, advertising, media planning, database marketing, content development, promotions, communications, social media and event management. • Build and management of all consumer facing websites and software applications. • Affiliate and partner management.

I rebuilt the West Point Thoroughbreds brand and created a new marketing department. As a result of this brand-based marketing plan, the company dramatically increased sales by approximately 50%. Additionally, brand awareness, perception and loyalty improved substantially. As CMO at West Point Thoroughbreds, my responsibilities included: • Creation and implementation of an omni-channel marketing plan including direct marketing, advertising, media planning, communications, promotions and events. • Design, production and maintenance of all marketing collateral including the corporate website.

I oversaw SME’s high-profile professional sports clients, ensuring that every engagement was executed in the most strategic, detailed and professional manner possible. As VP of Brand Communications, my responsibilities included: • Account management of marquis clients: NBA, NHL, MLB, USOC, Detroit Pistons, Tampa Bay Lightning, Boston Bruins, Dale Earnhardt, Inc., LPGA and Churchill Downs among many others. • Strategic and creative direction for brand design and image related projects. • Creation and quality control of advertising campaigns, brand strategies, and marketing plans. • Workshop facilitation for client executives / stakeholder interviews / client focus group testing.