Justin Kroop

About

➢ 25 + years experience in strategic marketing & execution ➢ 15 + years as Marketing Department Lead ➢ Idea guy - big picture and tactical execution ➢ High-growth, high change environments ➢ Entrepreneurial, roll-up the sleeves specialist using blend of AI LLM, in house and outsource agenies ➢ Multi-industry experience – financial, payments, medical device, healthcare, retail, consumer electronics, pharmaceutical, fashion ➢ Unique blend of client and agency experience Specialties: Marketing, Advertising, Brand Management, Marketing Automation, Content Marketing, Retail Marketing, Consulting, Start-up, E-Commerce, Digital Advertising Digital Media, Demand Generation, Social Media, High Growth, High Change, Creative Strategy & Implementation, Sales Management

Experience

• Head of Marketing · HybridChart Inc.04-01-2024

  Oversee all marketing activities for MedTech Healthcare SaaS company including developing and implementing go to market strategies, brand management, product marketing, customer acquisition and lead nurturing through Account Based Marketing (ABM) efforts. Developed SEO/SEM plan including website refresh and keyword expansion, resulting in 32% increase in total users, 28% increase in search impressions and 11 spot rise in search rankings. Continual budget forecasting, KPI management, weekly data analysis and executive reporting. Own and execute all acquisition channels, including Paid Search (Google Ads), Social Media, Trade Shows and Partnership Marketing, resulting in a 23% YoY increase in qualified leads. Produced 70% rise in Click Thru Rates for Paid Search by optimizing keywords, developing CTA oriented landing pages and rotation of copy and display ads. Develop and drive content marketing efforts via marketing automation software for lead nurturing and lifecycle marketing. Leading Product Marketing efforts including research, value props and AI positioning.

• SVP of Marketing · Groundfloor Finance08-01-2022 – 04-01-2024

  Led Marketing department through mobile first fintech product launch, targeting mass market retail consumers through B2C digital marketing efforts including Paid Search Google Ads, Affiliate Marketing, Referral Programs, Influencer Marketing and Organic SEO SEM tactics. Managed B2B efforts positioning company as premier private lender for Fix & Flip and small Construction entrepreneurs. Increased user account registrations by 193% across multiple marketing channels, with company revenues increase year over year by 20%. Optimized Paid Search (Google Ads) monthly performance by increasing clicks by 46%, reducing cost per click (CPC) by 64% and lowering Customer Acquisition Costs (CAC) by 39% via systematic test and learn methodology and bid reduction strategies. Relaunched Affiliate Marketing channel via Impact Radius, increasing monthly average clicks by 58% and monthly revenue by 79% through identifying key partners, manually updating listings and increasing performance incentives. Oversaw various digital marketing channels like SEO, SEM, social media marketing, content marketing, email marketing, public relations and marketing automation. Increased organic monthly web traffic by 183% within first three months of website rebuild and CMS migration. Strategy owner for Lifecycle Marketing and Push Notifications via HubSpot, aiding lead generation conversion and critical early-stage onboarding. Owned marketing budget, including forecasting along with weekly data analysis for Cost Per Registrations (CPR) and Customer Acquisition Costs (CAC) and Return on Investment (ROI). Developed go to market strategic plan and acquisition plan for new mobile first investing platform. Drove borrower applications through various awareness and acquisition channels including trade shows, content marketing, paid media, webinars and podcasts.

• VP of Marketing · LEVEL504-01-2019 – 08-01-2022

  Led Design Build firm through high growth stage, then stability through pandemic era via strong content marketing strategy, demand generation and digital marketing. Grew overall company revenue by 40% and lead generation by 143%. Expanded email Click Through Rates from 10% to 48% (+380%). Oversaw Demand Generation / Content Marketing via Account Based Marketing (ABM), Lead Scoring, MQL, SQL, managed within HubSpot marketing automation. Owned all acquisition channels including Google Ads, Social Media and agency management.

• VP of Marketing · NetSpend07-01-2015 – 03-01-2019

  Led retail and partnership channel marketing efforts for Fintech payments provider via digital marketing and traditional advertising. Drove strategic direction and management of 20+ marketers responsible for acquiring, retaining and growing cardholder revenues & tenure. Grew revenue by 49% and extended customer tenure by 53% by introducing summer promotion targeting both acquisition and feature adoption. Managed acquisition teams overseeing sales efforts for house and private label brands (Walmart, CVS, Walgreens, Safeway, Albertsons, Kroger, HEB, 7-Eleven and Speedway) to include retail merchandising and digital advertising across paid search and social media efforts. Equally managed Lifecycle marketing team responsible for onboarding, early stage feature adoption, retention and winback by way of marketing automation and promotional messaging. Evolved Marketing tactics by introducing large concept “tentpole” campaigns and promotional toolkit for operational efficiencies. Represented Marketing on Business Development pitches for companies in the Grocery, Airline and Sports Affinities space. Executive team member leading corporate B2B positioning.

• Director of Marketing · DBSI, Inc.05-01-2013 – 03-01-2015

  Managed marketing efforts for Design Build firm selling consulting and construction services to medium sized banks and credit unions through content marketing, demand generation and sales enablement. Grew corporate year-over-year revenue by 90% with blended 26% ROI. Created, launched and managed in-house digital signage agency as technology based start-up with $2MM in year one revenue. Led strategic and tactical oversight of Brand Management, Demand Generation, Media (Print, PR, Video Production, SEO, AdWords) and P&L management.

Education

• The University of KansasBA, Psychology; Liberal Arts
• University of PhoenixMBA, Business

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