Experience
November 2020 – February 2024
EVP Brand, Product, and Art
Guided strategy and execution across product, marketing, and art disciplines, driving differentiation through innovative art and product design. Developed comprehensive strategies aligned with the vision, ensuring products and art resonated with markets and stakeholders. Established KPIs to track performance, fostering a culture of innovation and collaboration to enhance market presence and profitability. Managed a diverse team to enhance brand awareness, open new markets, and boost lead generation.
October 2019 – November 2020
Executive Vice President, SVS Division
Oversaw P&L for a nascent division, driving its evolution into a significant entity within the organization by launching innovative e-commerce and B2B solutions. Spearheaded the development and expansion of the signage division, unveiling new markets and products that bolstered the company’s portfolio. Managed daily operations, performance evaluation, and team growth while ensuring alignment with financial goals through meticulous planning and budgeting.
December 2017 – October 2019
Vice President of Marketing
Directed marketing and branding initiatives across OOH, Wall Decor, and SVS Divisions, marking the inception of a unified marketing strategy for these diverse segments. Pioneered cross-divisional collaboration to ensure competitive market positioning through comprehensive corporate branding, demand generation, and communication strategies. Established and executed a cohesive marketing plan, significantly increasing brand awareness. Developed the marketing department’s budget, fostered media relationships, and led market analysis to identify growth opportunities.
October 2016 – December 2017
Director of Corporate Marketing
Hired for B2B marketing within the OOH division, swiftly expanded scope to encompass DTC, B2B, and B2C, marketing strategies across SVS and wall decor divisions. Collaborated closely with channel leaders to develop and execute digital marketing, brand management, email campaigns, SEO, CRM, market research, and event marketing strategies. Pioneered integrated marketing approaches significantly enhanced brand visibility and market penetration.
March 2015 – October 2016
Director of Marketing
Led the in-house marketing team, crafting strategies that ensured alignment and efficiency across all marketing channels. Focused on enhancing brand perception through innovative approaches in influencer partnerships, events, and digital engagement, effectively navigating the brand through a transformative period.
September 2013 – March 2015
Marketing Director
Led the development and implementation of integrated marketing strategies, collaborating closely with finance, product development, and sales teams. Focused on creating effective DTC, B2B, and B2C marketing strategies, optimizing budgetary allocation, and steering the brand towards impactful storytelling through digital channels, events, and trade shows.
Additional Experience
2009 – 2013
Marketing Manager
2000 – 2009
Store Manager | Field Marketing and Visual Merchandising
Results
$1.5M
Pioneered COVID-19-relevant products, generating over $1.5M in new product sales and maintaining operations during global lockdowns.
$200K
Spearheaded the restructuring of branding art teams and automation of the B2B art website UX, cutting marketing spend by $200K, boosting revenue by 31%, and increasing variable profit by 72bps.
132%
Launched a targeted website for small businesses, achieving a 5% revenue increase in the first year and a 132% average YOY growth.
Expertise
Strategic Leadership
Innovation Management
Cross-Functional Team Leadership
Data-Driven
Innovation Management
Cross-Functional Team Leadership
P&L Management
Market Expansion
Unified Marketing Strategy
Brand Management
Cross-Divisional Collaboration
Strategic Planning
Digital Marketing
Influencer Marketing
Storytelling
Strategic Partnerships
Education
(BS) Marketing
Q & A
What is your management style?
Utilizing a blend of coaching and pacesetting approaches, I tailor my leadership to fit each employee’s unique communication style, strengths, and weaknesses, aiming to enhance their professional growth. By discerning individual motivators and fostering leadership skills, I drive employees towards excellence while continuously seeking innovative methods to enhance productivity, setting high expectations for both myself and those I lead.
Who are your main influences?
My influences as a Marketing Executive stem from a blend of marketing theorists like Philip Kotler and Seth Godin, whose insights have shaped my strategic thinking. Industry leaders such as Sheryl Sandberg and Gary Vaynerchuk inspire me with their curiosity, courage, innovative approaches, and entrepreneurial spirit, guiding my decision-making and vision.
What is your strategy for getting your team a high standard of work?
I ensure high standards of work by setting clear expectations, providing continuous training and feedback, and empowering my team with autonomy. I lead by example, demonstrating the same level of dedication and professionalism I expect from my team members. Additionally, I recognize and reward exceptional performance to maintain motivation and foster a culture of excellence.
Can you talk about a time when you had to negotiate with a customer? What did you do? What was the outcome?
As Director of Marketing at MusclePharm, I negotiated high-profile athlete and vendor contracts, focusing on creating mutually beneficial partnerships. I leveraged data-driven insights and market analysis to articulate the value proposition, ensuring alignment with both parties’ strategic objectives. The outcome was the successful acquisition of prominent partnerships that elevated MusclePharm’s brand presence and drove significant ROI and market share increases.
Was there a time you needed to gain the trust and support of your peers in order to be successful in something?
When restructuring and rebranding Sensaria’s family of brands, I recognized the critical need for cross-departmental buy-in to ensure the initiative’s success. I led transparent workshops that fostered dialogue, shared visions and addressed concerns, facilitating a collaborative environment. This approach not only garnered the trust and support of my peers but also unified our efforts, resulting in a seamless restructuring and rebranding process that significantly increased market coverage and customer lifetime value.
Interests
Skiing
HIKING
Reading
Testimonials
“I had the distinct pleasure of working with Dawn for 7+ years with Sensaria/Circle Graphics. In addition to leading our brand and marketing, art, and product teams at various points during her tenure, Dawn launched a new business signage division from scratch and the complete rebranding of our $300M wall decor business that charted a course we are still on today. Dawn was consistently one of the best leaders in our organization. She possesses a rare combination of being able to listen, empathize, coach, and provide direct feedback that builds trust, inspires, and gets the most out of her employees. Dawn can elevate and think strategically and do the dirty work depending on what a business situation may require.
Dawn is a true professional and any organization would be extremely fortunate to have her on their team.”
A.O. Carson, President – Sensaria
“It was my pleasure that my time at Sensaria/Circle Graphics overlapped with Dawn. Working with Dawn taught me how to properly introduce products into a business and how to build a brand around those introductions. Dawn provided a level of professionalism and subject matter expertise that would help drive the team to desirable results in a timely manner. Her ability to manage multiple projects that stretch across the enterprise level is a skill that she taught me that I will have for the rest of my career. I am confident she will be an elite asset to any business lucky enough to have her.”
Dylan Davenport, Director of Engineering – Sensaria
“I reported to Dawn Jacobs for almost 2 years following a major organizational restructure. In those two years, thanks to Dawn’s vision & example, I learned more about how to lead than any other time in my career. She was an impeccable mentor, and coach to myself and my team. Approachable and warm, she set for us a pinnacle example to follow, while also encouraging personal growth from every person at every level reporting to her. Consistently demonstrating her robust emotional intelligence, Dawn flawlessly navigated relationships and wielded influence among her peers and everyone at the organization. Dawn’s toolkit for seemingly everything is well stocked. She has a keen eye for detail and can dig into data or build a beautiful piece of visual collateral, but above all her leadership and personal style stand out. Dawn is a tremendously talented leader and human being and would be a valuable addition to wherever she decides to land.”
Jennifer Rose, VP of Visual Assets – Sensaria
“Dawn is a thorough, balanced, and dynamic team member who regularly exercises a great attitude and an unmatched work ethic. As a brand manager, Dawn sees the big picture and brings both unique and innovative creativity. And in a project management capacity, Dawn consistently establishes clear scope, seeks and synthesizes input from the team, and then sets clear direction. Dawn has a smile on her face each and every day; her positive disposition is contagious. Dawn’s teams and colleagues consistently report the enjoyment and effectiveness of having worked side by side with her. Any organization would be lucky to have Dawn; I have every confidence that she will have an immediate, transformative impact with her next enterprise.”
Howard Furstein, Senior Vice President of Operations