Jeff Silcock

About

I am a marketing, brand, and product strategist with 20+ years of DTC and B2B experience in a diversity of sectors and categories including; soft goods, CPG, and resorts & travel. Passionate about the full marketing process, leadership, and continuous improvement. Expert knowledge in marketing strategy, leading teams, brand management, digital marketing, analytics, product development, content production, project management, go-to-market, customer experience, and operations. I’m known by my co-workers as being well organized, having steadfast patience, being a trustworthy sounding board, having a big empathetic heart with open ears, and always ready to work hard and play hard.

Experience

• Director of Integrated Marketing · AlgaeCal Inc.01-01-2022 – 09-01-2023

  About AlgaeCal Inc.: Natural supplements company with $35M+ in annual sales through DTC, marketplaces, healthcare professionals. Specializes in improving bone health through supplements, education, and service. 20%+ YOY growth. About Role: Owned and executed the integrated marketing calendar that includes campaigns, channel/ content/ internal initiatives and projects. Led the creative, studio, marketing operations, and social teams to deliver high quality, high output work. Worked with key cross functional partners to deliver best in class marketing output, customer experience, and achieving personal, departmental and company OKRs. - Responsible for the execution of company marketing plan through campaigns, initiatives, projects for all channels including: DTC, marketplaces, B2B wholesale, HCP, partnerships. - Led 7 marketing biz units: Creative, Content Production, Social, Influencers, Copy, Community, and Loyalty. Scaled teams to achieve company and biz unit OKRs. - Managed large-scale projects including seasonal campaigns, new product launch, annual content calendar. - Introduced new systems, tools, and processes to improve efficiency, cross channel communication and alignment, spend, and speed to market. - Achieved 30% revenue growth target in 2022, on target to achieve 25% growth in 2023, growth in AOV, LTV, 3X web conversion rate growth.

• Marketing Director · RC Pets06-01-2020 – 01-01-2022

  About RC Pet Products: Pet supplies brand that designs premium and innovative products for dogs and cats and any weather condition. Product sold through brick and mortar retailers, e-tailers, DTC, and marketplaces across North America. About Role: Led marketing strategy for North America in partnership with sales and product teams. Exceeded annual revenue targets. Member of the executive leadership team who defined annual and long term strategic plans. Cross-departmental leadership to execute go-to-market planning of seasonal product launches, sales force initiatives, key account support. Project management of Big Commerce website build from scope to launch. - Achieved double digit annual revenue growth and EBITDA targets. - Influential leader contributing to creation of hybrid work model, evolving new company culture. - Re-platformed website overseeing front-end design, content development, UAT and launch. - Development of new product packaging and in-store brand experience strategy. - Established new go-to-market process to align marketing, product, sales, and sourcing timelines. - Content production for seasonal product launches, website social, trade shows, POP.

• Senior Manager, Marketing Operations · STORMTECH Performance Apparel11-01-2013 – 06-01-2020

  About STORMTECH Performance Apparel: $100M+ brand that designs and distributes technical apparel, bags, and accessories for the promotional products, teamwear, specialty retail, and DTC markets through a network of 10,000+ distributors and retailers around the world. About Role: Managed the global marketing plan for both the B2B and B2C channels. Collaborated with key stakeholders across the organization to strategize, plan, and execute seasonal marketing campaigns and sales initiatives. The key areas I was responsible for included: team leadership, consumer insights, GTM planning, creative direction, photo studio management, digital marketing, merchandising, trade shows, sponsorships, donations, community relations. Led a marketing team of 7. - 300% growth in B2B online revenue over 5 years. - Introduced digital-first strategy. Reduced print budget by $700K. - Partnership activations with Vancouver Canucks, South Sydney Rabbitohs, Super Bowl Champion Luke Willson, film productions with Russell Crowe and Matt Damon. - Multiple promotional product industry awards for best branding, print, and digital. - ​​Managed global tradeshow operations which included 5 simultaneous show circuits. - Created give-back initiative that supports at-risk youth organizations across North America.

Education

• Capilano UniversityBBA, General Management
• University of HoustonMBA

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