Susan Strible

As a Lead Mentor for the Bend Outdoor Worx startup accelerator, I help facilitate cohort meetings and coach entrepreneurs, while building community and connections in the outdoor industry.

My consultancy spans Mission & Values work for small to medium-sized organizations, meeting facilitation for leadership teams and non-profit boards, and strategic marketing coaching and brand building guidance for consumer products companies.

Joined the all-volunteer, non-profit board in March 2021 as Secretary, voted into the role of President of the Board in June 2022. Helped guide the organization back to vibrancy post-pandemic. Some of my responsibilities included, recruiting, hiring, managing paid staff (remote and in-person), lead/support volunteer board members, set and guide org strategy, manage strategic alliances, support advocacy work, facilitate/lead board meetings.

Head of Marketing responsible for driving revenue and profit growth through the development and execution of effective marketing strategies. Lead the marketing team creating campaigns that grow brand awareness and increase customer lifetime value.

Head of marketing leading a team of fourteen that contributed to annual growth in both revenue and profitability. Oversaw initiatives such as, global brand strategy, e-commerce sites, digital ad campaigns (search & social), authentic product photography/videography, content marketing, brand story telling, packaging, product content, strategic non-profit partnerships, Ambassador/influencer relationships. Member of executive leadership team focused on strategic planning, product development, supply chain, culture building, and go-to-market strategies.

- Responsible for website content/look and feel and usability - Wrote and distributed emails to end consumers to increase brand awareness and drive sales - Coordinated photo shoots (in studio and outdoor on-location) with dogs and human models - Directed the content, imagery, layout and printing of biannual product workbook for over 1,000 retailers - Developed marketing messages for new products - Created copy and selected images for product packaging - Managed print ad campaigns across two industries - Managed PR initiatives including annual strategy, press releases, product sample mailings, and media interviews

The Skip Yowell Future Leadership Academy is a six-month, immersive professional development program that prepares the next generation of outdoor industry leaders by teaching them to seek innovation, tackle challenges head-on and champion the causes that are critical to the industry’s longevity. The program includes online and in-person education, mentoring from industry veterans, and community-building with fellow aspiring-leaders.

- Responsible for all brand communications: web, collateral, POP - Directed website improvements to increase traffic and conversions - Managed ad campaign, allocate ad budget across media, ensure ROI targets are being met - Coordinated with media contacts to facilitate placement in print and web articles related to hot tubs - Conducted consumer studies and applied the information to shape product development/brand messages - Delivered training presentations in-person and via webinars to sales team and customers - Developed consumer promotions (email/direct mail/newspaper ads) for retailers’ use locally

- Managed sales reporting, field issues and marketing messaging for over 300 products for two spa brands - Successfully launched seven new products in the second half of 2006 - Managed project timelines and product development with Engineering, Purchasing, Sales, and others - Directed in-house creative team on development of promotional marketing materials - Wrote and edited product announcements and memos for internal and external customers - Identified, evaluated, selected potential vendors and nurtured existing vendor partner relationships - Made new product recommendations complete with product attributes, sales forecasts and margins

- Managed the following marketing programs serving over 700 retail customers: lead management, co-op advertising, retail financing, national yellow pages, dealer extranet - Facilitated increase in consumer lead conversion rate from 1.8% to 3.4% during my tenure - Conceptualized and launched new lead follow-up programs, including postcard and email campaigns - Coordinated annual dealer and consumer satisfaction surveys, reviewed results for major findings - Regularly presented to customers and sales team for training purposes - Member of planning committee to coordinate annual Dealer Conferences with 300+ attendees - Supervised Marketing Programs Coordinator to increase retailer participation in marketing programs - Responsible for consumer database with over 800,000 records (demographic/psychographic data) - Management of marketing programs budget of $1.2 million - Conducted Lead Follow-Up seminar for 60 customers and earned a 4.5 rating (out of 5) from attendees - Represented marketing department during ERP installation project as part of implementation team

- Successfully built and launched Dealer Extranet, including content development, usability, look and feel - Drafted and launched internet based portal for external sales team to access corporate documents - Negotiated and implemented new retail financing program, resulting in $10 million in sales over three years - Managed international lead program to distribute consumer lead information to over 900 retail locations - Directed six vendor partners to deliver corporate marketing programs to hot tub retailers

Conceived, organized, managed competitive research database for product positioning and market awareness, wrote press releases, managed vendor relationships for promotional and collateral materials.