💪 Mike Phillips 🎷

Marketing and Sales Jedi (Manager)

#MarketingMuscle by Mike Phillips

Job Description: All of the things

I have been accelerating revenue growth for large and small businesses for over 12 years. My marketing grew revenue for businesses ranging from Silicon Valley tech startups to mom-and-pop local businesses. Now, I apply modern marketing to help freelancers, solopreneurs, and creators grow stronger revenue.

Solopreneur

Bringing creators, solopreneurs, and freelancers together — because nothing helps you grow stronger than good training partners. THE GYM is a free-to-join community dedicated to helping creators, freelancers, and solopreneurs grow stronger businesses. Together, we provide the mutual accountability, support, referrals, and knowledge you need to successfully grow your revenue in the creator economy.

Community Manager

Maple and Honey LLC

Founded Maple & Honey LLC in 2017 with the focus of delivering brand strategy & growth marketing consulting agency. Served dozens of local and global clients as a bespoke agency partnership.

Expanded by adding a media branch in 2020, producing content and digital products branded with the #MarketingMuscle hashtag. The content was originally distributed on exclusively LinkedIn and later expanded to include YouTube. The focus remained the same as the original consulting work: to make marketing make sense for regular people with small ventures.

Founder and Managing Partner

You have a rare story. Let's make you unforgettable. Find your sweet spot with Maple & Honey.

M&H is a professional storytelling firm; we build authentic, compelling narratives that move customers, hiring managers, and donors to take action with our clients. 

Our clients are small businesses and individual professionals, and they often find it challenging to engage their “audience” — whether they’re a business owner trying to reach out to customers, a careerist trying to impress their bosses for a raise, or program leader working to earn donations for a worthy cause. Our clients often experience a frustrating disconnect between what their unique value really is and how others perceive it -- and so their audiences aren't taking the action our clients desire.

As specialists in Business Storytelling, what we do is help our clients shape and communicate authentic and compelling narratives that truly connect with the people who matter to them. We teach them to sell the idea they are driven to champion by selling the story behind that cause.

Neuroscientifically, the parts of our brains that are lit up during a story are also where feelings of trust, loyalty, and hope are activated. If you know how to reach people at an emotional level, you’ll activate trust, hope, and loyalty for your brand. Well crafted and well-told stories are what move your audience to take action. People want memorable experiences, and the experience of stories call them to a deeper level of caring & investment in you.  People who care take the positive action you want them to.    

With a focus on Sales Enablement thru Business Storytelling, we offer custom-tailored services including Sales and Communications Training, Brand Audits, Online Social Selling Lessons, Video Media Creation, Copywriting, PR Issue Response, SEO, Digital Content Optimization, Google Analytics Implementation, Personal Branding Coaching, and more — from simple one-time projects to continuing retainers.

Marketing Consultant

12twenty

I get to scale the only deep data-powered, privacy-obsessed early-career talent platform! 

12twenty provides the reliable information graduates require to take confident action in their job search, the systems university career centers deserve to productively harness data to prepare students for better careers, and the tools employers need to recruit ideal candidates efficiently and competitively.

Here's my contribution to the team:

Drive full-funnel revenue growth through a holistic, modern marketing strategy. Develop and implement the growth playbook to take 12twenty to the next level of hyper-growth by working directly with the founders and the executive team to serve three key stakeholder groups:

1) Enterprise Employers seeking elite candidates from top-ranked universities

2) Universities looking to support their graduates' early careers and achieve enhanced graduate success 

3) Students & Alumni looking to elevate & accelerate their careers

Drive enterprise growth through ABM, demand generation, and social brand advocacy strategies to achieve ARR & subscription targets benchmarked via OKR reporting:

→ Set the strategy and write the growth marketing playbook

→ Develop and execute data-driven growth marketing strategies

→ Create reports and forecasts to track the performance of campaigns continuously

→ Monitor marketing and sales performance metrics to forecast trends and optimize for
growth

→ Keep up-to-date with our target audience’s preferences and proactively initiate new strategies to meet them

→ Create programs and campaigns that engage and grow a user base from signup through conversion, engagement, and advocacy.

→ Develop creative assets, including copy and visuals, across a wide variety of formats to support marketing efforts.

→ Design, implement, and scale organic and paid marketing strategies, analyzing and optimizing channel mix and funnel performance.

Sr. Growth Marketing Manager

Rapid Response Monitoring

Advise executive leadership on the integration and modernization of sales & marketing revenue operations via digital strategy. Responsible for developing and executing plans to elevate the company’s digital brand in the digital transformation accelerated by the COVID-19 pandemic.

Develop & implement new digital growth strategies including enterprise-wide social media brand advocacy programs, social selling, content curation, and advocate training. Connect with industry professionals & news outlets to establish our thought leadership & brand authority.

Develop & optimize marketing and content funnels under an integrated marketing plan that covers inbound lead generation & product marketing. Define, track, & benchmark KPIs under a growth hacking (growth marketing) OKR model. Rebranded & redesigned the company website, developing  customer persona/archetype, design UX customer journey, site mapping, copywriting & content building, and management of contracted web designers.

Lead sales enablement projects to increase pipeline velocity & lead quality. These projects extend into product adoption & launch marketing for new offerings & value-add services for existing customers. Broad implementation covers new customer acquisition, existing customer engagement & retention, and revenue optimization for existing clients. B2B and B2B2C focus.

Own the video content creation for all digital publications (including social, web, online press, and digital events) and full-stack video production process (including strategy, storyboarding, filming, film crew management, editing/postproduction, management of contractors, and implementation of the content). See project list.

Liaise with Talent Acquisition to build & implement employer brand marketing & recruitment lead generation strategy. Manage budget for all PPC and paid social ads, including building and maintaining a data analysis dashboard for tracking key performance metrics to advise senior leadership on ROI.

Digital Brand Strategist

Drive digital marketing and media relations growth through strategic planning, development, and oversight of every facet of Rapid Response’s digital brand identity across all web presences, social media profiles, email marketing campaigns, and blogs.

Built & implemented digital marketing strategy from the ground up for a company that was a late adopter of digital. Owned & directed content creation and curation for organic social, CPC ads, blog, & landing pages. Lead transition to full-digital brand marketing, demand generation, social selling, and lead generation during COVID-19 pandemic.

Key Responsibilities: 

• Design, implement, and optimize content and digital strategy on corporate websites and social media platforms for B2B lead generation, lead nurturing, and sales conversions.

• Create, curate, and manage organic and paid social media content (video, image, and copywriting), as well as live events. Utilize analytic data, SEO, and A/B testing to drive traffic, grow the audience, and increase conversion.

• Build-out, design, and execute email marketing campaigns including targeted drip content to nurture leads with a modern marketing funnel.

• Launch a customer-facing company blog, and write, edit, and publish highly-engaging and thought leading articles to build brand authority. Promote the blog using advertisements, email campaigns, social media advertising, etc to attract and retain a strong reader and subscriber base.

• Lead employer branding efforts via web, social media campaigns, and paid ads. Liaison with leadership in Talent Acquisition and other internal departments to research and develop key communication strategies and community outreach campaigns.

Social Media and Assistant Brand Strategist

Tractor Supply Company

Led, Inspired, Motivated, and Developed a diverse team of 17 employees. Championed the brand promise, positioning, and mission.  Made a true difference in the working lives of the team members that I was privileged to lead.  

• Basic responsibilities included key holding, opening and closing security, cash handling and accounting, loss prevention, pricing coordination, event marketing, and merchandising.  Managed the store in the absence of the store manager.

• Advanced development assignments included: driving store P&L performance, analyzing sales metrics reports and moving the needle on store sales metrics versus district and region rankings, screening and interviewing potential new hires, facilitating tenured team member advanced sales training, screening/interviewing/onboarding/training of new hires, and managing team member performance/accountability.

• Fast-track “stretch-assignments” resulted in improved store sales and operational performance year over year, to plan, and versus comparable stores in the region.  Specifically, private label credit applications by team members increased 47% (+6% penetration), attach rates of protection plans and warranties increased by 30% (+54% spend), and sales volume of the store increased 7% when compared to the 12 months prior to my time in position.  

• I personally raised my store from a bottom-third sales performer to a top-third sales performer within four weeks through intensive sales training. This included group lessons and one-on-one mentoring using my own curriculum design and training methods to teach corporately-supported methods and metrics. After my training, the team has maintained its status as a top-performing store in the district and region.

• I wore all the “business hats” of a sales trainer, recruiter, hiring manager, people manager, operations manager, loss prevention leader, and merchandising director.

Team Leader (Manager)

KRIEMHILD DAIRY FARMS LLC

• Managed all Sales & Marketing Activities within the Company: Wholesale, B2B Sales, B2C Sales, Branding, and Communications Strategy were all my Design and Responsibility; $1M+ Annual Vol.

• Forecasted Sales, Provided Sales and Marketing Data Analytics, Designed and Delegated Marketing Action Plans to Communications support staff.  

• Designed Curriculums &  Facilitated Advanced Training Classes for the Entire Staff and Owners on the Following Topics:  Selling Skills, Active Listening, Conflict Resolution, Branding Theory, Merchandising Design, and others.

• Crafted a Revised Brand Image, Managed and Completed Website Redesign, Developed New More-Efficient Operational Procedures, Prospected for b2b Sales Contracts, Designed and Created new Merchandising Displays for b2c Channel Sales, Crafted and Executed Promotional Efforts for Special Events.

• Planned and executed social media marketing campaigns on Instagram, Twitter, and Facebook to drive following growth, greater engagement, e-commerce revenue, and retail sales. Paid ads and organic content were used to drive increased event attendance.

• Designed & Implemented a Data-Driven Decision Process for Marketing and Sales Operations based in Analytics (Google), Demographics, Sales History Data, and Measurable Performance Indicators of the Staff.

• Grew Online website traffic by 300% annually, Increased click-thru conversions by 1000% annually, Increased Social media following by 20% annually, and doubled customer in-person attendance to special events.

Unimpossible Longboards

Founded Unimpossible Longboards with the mission of creating the best quality hardwood longboards that push the limits of design and challenge the division of implement and art. The company vision was to become the niche-leader in the premium longboard market.

Startup Activities:

• Lead New Product Development & Engineering Including Product Design Evolution
• Manufactured Prototypes of Design Iterations & Tested Production Processes
• Crafted Brand Image and Content & Created all Copy Writing and Graphics
• Developed Crowdfunding and Social Media Marketing Campaign Strategies.
• Designed Company Website & Crafted Crowdfunding Page Content
• Implemented Google Analytics to Track Key Performance Metrics

Operational Duties: 

• Responsible for Communication & Negotiation with Vendors; Acquire Materials & Equipment
• Managed Product Fabrication, Materials Inventory, & Production Shop Tooling & Safety
• Executed Sales Engineering Strategies, Covering Both Direct Consumer & Outside Sales Channels
• Conducted focus group and customer survey research to distill product improvements.

Why the name "Unimpossible?" Because so many things - so many ideas, concepts, hopes, dreams - that may seem impossible really are quite the opposite. The path may not be obvious, and getting there may require exceptional conviction and innovation; but because the outcome is absolutely, concretely possible, it is worth persevering to accomplish it. It is NOT-impossible; it's Unimpossible.

Ended Venture after a successful run of Direct Sales.

Founder & Chief Innovation Officer

CADimensions, Inc.

• Drove $1M+ Consultative Solution Sales of SOLIDWORKS Enterprise Software and Engineering Design Software (Licenses and SaaS) to New, Existing, and Strategic Corporate Accounts

• Managed the Central NY Territory Based out of the Company Headquarters in Syracuse NY.   Successfully Exceeded Quarterly & Annual Revenue & Gross Profit Targets. 25% Travel 75% Office.

• Collaborated with Inside Sales, Marketing, Business Development, & Application Engineering Staff to Sell Consulting, Implementation, & Training Services in addition to the Resale of SOLIDWORKS Brand Software for 3D CAD, Linear & Non-Linear Simulation (Parts, Assemblies, Fluids, Plastics), Data Management, Industrial Design, Technical Documentation, 2D & 3D Electrical, CAM Tooling, Event Base Motion, and Automation.

• Personally Responsible for Service and Growth of Key Strategic Accounts in the Assigned Territory.  Conducted Regular Discovery Calls (by Phone Email or In-Person) to Prospect for Critical Business Issues, Partnered with Application Engineers to Conduct Benchmark Proofs of Concept and Software Demonstrations, and Directed Business Meetings with Executive Decision Makers Within Client Corporations.

• Created & Delivered ROI Presentations to VP & C-level Executives, Negotiated & Closed Deals; Received PO's and Payment for Software; Provided Post-Sale Service and Continued to Evaluate Potential for Additional Solution opportunities.

• Facilitated Technical Pre-Sales Engineering Presentations for 10-50+ ppl; Coached Salespeople via Role-Play Sales Sparring

Software Solutions Specialist

Elkay Manufacturing

• Managed Over 30 Retail Accounts with 120+ Sales People Across Western/Central NY and Northern PA; Acted as a Brand Evangelist with Focus on Sales Team Engagement & Training, Consumer Education, and Value Positioning.

• Represented the Cabinetry Division within the Lowe's Home Center Channel; Maintained a Home-Based Office within the Territory, with regular Air Travel to Regional and National Sales Meetings.  90% Travel, 10% office.  Facilitated Group Trainings for up to 120+ Salespeople; $2.4M Annual Territory Sales

• Provided Training (product, process, sales), Customer Relation Support, and Product Support to Over 100 Designers and Project Managers. Facilitated Formal Technical Training Sessions with Topics Covering Design Software, Brand Features, and Selling Skills.

• Responsible for New Product Release Presentations, Display Merchandising, Literature & Sample Distribution, End Consumer In-Home Quality Inspections, and All Communication from the Wholesaler to the Retail Outlets.

• Coached and developed new-hires during onboarding and tenured employee performance building exercises.

• Developed & Executed Territory & Account Action Plans to Build Sales Volume, Increase Market Share, and Motivate Disengaged Associates to Support the Brand.

• Closed Out First Fiscal Year with Sales Volume up 50% and Market Share up 4% Over the Prior Year

Territory Sales Manager

Lazarus & Williamson, LLC

• Fabricated, Assembled, Finished, and Installed High-End Custom Cabinetry, Furniture, and Millwork Projects from CAD Designs

• Applied Hands-On Mechanical Aptitude, Spatial Reasoning, and Blueprint Interpretation Skills in a Collaborative & Project-Based Setting

• Built Structural Components Utilizing Joinery and Hidden fasteners; Operated Stationary Machines and Handheld Power Tools; Completed Fine Finishing Processes Including Multiple Sanding Processes, Staining, Blending, and On-Site Touch-Up.

• Performed Needed Hand & Power Tool Maintenance and Repairs; Worked on Projects to Improve Shop Workflow and Task Efficiency

Fine Woodworker

Become a stronger creator ▶ THE GYM is your community of creator economy training partners ▶ Follow #MarketingMuscle to grow a stronger mindset and skillset for creator economy success.

I fell in love with a problem — the chasm between new and established players in the creator economy:

52% make <$10k/yr. Only 1% hit $500k/yr.

Solving that problem is my mission — to help solopreneurs, freelancers, coaches, course creators, and consultants build their bridge across the income chasm.

👋 I'm Mike — growth marketer, weightlifter, content creator.

I've used marketing to grow revenue for large and small businesses for the better part of 2 decades. Now I'm on a mission to help you grow stronger revenue too.

📉 Many players in the creator economy build large followings through a creator motion, yet they continue to see their revenue underperform.

How you position your brand and go to market with your offer is the key to exceeding the average. That’s the power of marketing.

👉 I make marketing make sense for the creator economy — in 3 ways:

1. Content that connects the dots between enterprise growth strategies and the creator economy.

2. Community that brings creators together to collaborate, lift one another up, and grow stronger together.

3. Coaching that helps you break your limits and grow reliable revenue through strong and simple marketing.

(Don't take my word for it. Take a look at my recommendation section.)

💪 #MarketingMuscle began as my personal brand hashtag, but it grew into a business.

Through years of creating content and engaging with other players in the creator economy, I found the niche of helping online entrepreneurs develop marketing skills and a growth mindset.

📈 My vision is the democratization of success through the creator economy. With the right mindset and marketing, you can cross the income chasm and achieve financial success on your own terms.

Always be growing,
—Mike

P.S. If you're looking at my profile, that's marketing in the creator context. My content and brand inspired you to learn more. Now you can check out what I offer. Marketing works; it will work for you too.

🏋️‍♂️ Follow my hashtag: #MarketingMuscle
🔔 Ring my bell: Mike Phillips

Statistics Sources:
Influencer Marketing Hub; Linktree Annual Report; Content Marketing Insitute

↓ Check out the links in my experience section ↓

Mike Phillips

To be revealed

Founder

Truphone

One of the world's leading innovators in eSIM, cloud and digital solutions.  Offering Freedom to break down the barriers to seamless connectivity globally, enabling connectivity for people, devices and networks to connect globally anywhere, anytime. A platform to connect billions from drones, to iphones, to sensor, to smart cities, to asset trackers, to connected cars, to air conditioners, to robots.  The first to deliver:  global virtual mobile network; full-stack eSIM ecosystem.

I was the Chief Marketing Officer with the remit to turnaround an underperforming business and revitalise its brand and marketing function.  Repositioned the marketing function to driving business performance. Launched a brand refresh that galavnised and energised declining morale and belief in the company and turnaround in performance to achieve +15% performance y.o.y.

Chief Marketing Officer | CMO

Clario Tech

Clario Tech (Formerly Kromtech). 

A consumer-focused cybersecurity SaaS company on a mission to change an industry. With a mission to make radical change by reducing cybercrime  making it accessible for all, because everyone has a right to digital privacy and security. Over 800 professionals including over 600 digital security experts, with the one common goal to make things simpler and easier, because, life’s too busy to stress about online security
 
AS CMO, Spearheaded launch of new company, brand and product Clario. Leading both marketing and product organisations to launch disruptive and revolutionary new cyber security multi-platform product and service. Completely new tone of voice for the industry, differentiated brand look and feel as well as innovative UI and user experience including a unique integrated digital expert offering.

Instrumental in successfully executing a major company turnaround to achieve healthy growth:
- Developing and executing a completely new company and marketing strategy 
- Reducing customer acquisition (improving performance marketing as well as building out highly successful organic strategy. 
- Improving retention and reducing customer churn rates.
- Successfully implementing cultural change with a particular focus on customer centricity and empowering innovation.

Chief Marketing Officer (CMO)

Kromtech

A SaaS business on a transformation mission to disrupt the traditional cyber security industry and provide a completely new product and service solution to meet the needs of consumers in a digital age. 1000+ passionate developers, security experts, and Apple Certified Support Professionals working globally to help users take back control of their security and privacy online.

Bought in as the chief marketing officer to turnaround a failing business with a poor market reputation with declining revenue streams. Successfully developed and implemented a completely new strategy broadening product offering, increasing channels to market as well as improving marketing capabilities. Led a major cultural change programme around the new vision, new mission. Successfully implemented deep cultural change through involving the whole company in the transformation and development of a brand for the future.

i-BLADES (ground breaking technology start-up)

A start-up with an ambition to transform the world of mobile by making smartphones smarter.  Inventors of the award winning ground breaking World's first Smartcase.  A smart platform within a phone case that allows you to add more functions, sensors and features to your smartphone (makes your smartphone modular).

Working closely with the CEO/founder to bring to market a ground-breaking new product and tech Silicon Valley start-up business.  As chief marketing officer, took an engineering-led start-up to ground-breaking award-winning product introduction and industry recognition. 
Leading internationally diverse teams working in an agile way. Set out the strategic direction of the product, brand, target market. Led industrial design and user experience(UX) and mobile application development.  Including partnerships to build out the proposition (e.g. Bosch air quality sensor)
Drove market entry across e-commerce, web development to digital marketing, email marketing, affiliate marketing, PR, packaging, customer service to product development, mobile service and application development. Worked with Board to secure significant private investment. Grown international interest and sales and built a strong platform for and successful growth.

Sony Mobile Communications

Led the development of new high impact innovative global digital service and marketing propositions. Led development and integration of digital services bringing them to market in order to develop new platform of differentiation for the global smartphone business.  Leading new product development teams and multi-channel marketing teams to develop and launch smartphones and services worldwide. 
Created and launched unique digital services, commercial offerings and related marketing campaigns across 50+ territories to drive smartphone sales and customer retention. Leading large multi-functional teams across marketing, sales, product development and launch management in complex go to market projects.

Global VP/Marketing Director, Services and content

Leading global launch and market penetration of innovative products and services from Sony’s Mobile division.  A senior member of the global marketing leadership team that grew SONY as smartphone brand in mobile to 4th largest manufacturer, reporting to the CMO.  Responsible for driving international global marketing programmes, product launches and lifecycle campaigns across 75 territories (managing agencies, territory marketing teams, messaging, positioning across all marketing channels from digital marketing, social, to PR.). 
Introduced new digital services to drive differentiation and revenue.  Led a new company-wide go-to market approach and marketing platform to build SONY differentiation grow global customer base and build a CRM retention programme using mobile services/applications.
Initiated and delivered complex international campaigns negotiating global entertainment deals with major international music labels, artists’ and Hollywood studios (e.g. Michael Jackson/EPIC , Spiderman).

Global Marketing Director

Sony Ericsson Mobile Communications

Reporting to CMO of leading global mobile phone manufacturer, responsible globally for smartphone product marketing and introduction of new products/brands from launch planning to campaign execution.  Led global marketing programmes driving simultaneous product introductions across multiple territories and channels from PR to social/digital/ TV.
Launched products into new consumer segments with innovative approaches, business models and partnerships. Including creating a world's first Playstation phone and mobile gaming ecosystem in partnership with Google; carriers; as well as music and fashion propositions.

Head of Market Development, Marketing

I led change to increase sales performance in retail and distribution markets and channels around the world with new approaches to channel management, pricing, retail execution and oversaw the roll out of own brand stores. spent considerable time in complex markets (e.g. China, India) to turn around operations.

Head of Programme, Global Retail Sales

BearingPoint Consultancy

A senior member of the change team for EMEA, successfully winning new clients and business.  Leading and implementing change across a range of complex blue-chip international and government clients: increasing sales and marketing effectiveness; increasing customer focus; streamlined and refocused supply chains.

Senior Consultant

Various roles in the BBC driving change and transformation in the BBC to increase consumer focus, creativity and drive efficiency.

Change Leader, BBC

Working in the corporate strategy team and different divisions:
- Worked on and led corporate-wide strategic projects including launch of over eight new digital services
- Worked with BBC Sport Division on sports rights negotiations, business turnaround to focus more on consumers, win back major live events and programme to inspire grassroots sport.

Head of Strategy and Marketing, BBC Strategy

Business Analyst, Strategy BBC TV

For me it's all about impact.  Making an impact for your brand, product/ service on your customers. I am a Chief Marketing Officer and a highly energising international leader with deep experience in driving change in digital and technology businesses of all sizes (BBC, SONY, Sony Ericsson) and award-winning start-up businesses.

People tell me I stand out for inspiring teams and businesses to unlock new possibilities of performance, by fostering company-wide innovation, empowering individuals and encouraging collaboration.

I achieve growth, build standout brands, create innovative and impactful digital propositions and services. From launching the BBC's first digital services, to international growth of SONY as a global smartphone brand and creating innovative propositions across SaaS cybersecurity, gaming and mobile.

I post my thoughts at #IdeasIntoGrowth

Experienced across all marketing disciplines from digital marketing, e-commerce to brand building.  Passionate about customer experience and building loyal communities to drive retention.

Breakthrough strategic development as well as hands-on implementation. Motivational leadership of large and small teams. A qualified business coach.

Experience:
- Marketing strategy through to execution and multi-channel campaigns.
- Commercial pragmatist with P&L management, SaaS.
- Digital business transformation and business turnaround.
- New product development innovator.
- Go-to-market planning, product marketing.
- High impact brand development, product marketing/positioning, and story-telling.
- E-commerce and digital marketing.

I can operate as:
▪️Chief Marketing Officer (CMO)
▪️Vice President (VP) Marketing, Growth

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