Caleb Barber
- Role
- Global Performance Marketing Lead, Dtc at Sound United Brands By Harman
- Location
- San Diego, CA, US
- LinkedIn followers
- 500 followers
About Caleb Barber
Results-driven marketing leader with 15 years of experience in consumer goods…
Experience
Global Performance Marketing Lead, Dtc
Dec 2021 — Present
Oversee all aspects of DTC Digital Marketing initiatives. Manage agency partner for paid search, shopping, and lower funnel paid social, ensuring efficient and effective use of marketing budget. Mentor and manage two direct reports, facilitating their professional growth and development. Directly reporting to VP of Digital. • Optimize allocation and performance of multimillion dollar annual DTC performance marketing budget for $1B+ portfolio of audio brands (Denon, Polk, Marantz, and Bowers & Wilkins), as Global Performance Marketing Lead. • Analyze and determine ROAS Floor-Target ranges for each brand based on profit margins and brand-specific P&L needs, leading to profitable performance marketing contributions. • Reach all ROAS and revenue targets, driving 50% of total DTC revenue from performance marketing channels. • Tripled YOY revenue from affiliate marketing channel in first year, from $1.8MM to $5MM+, by developing and executing comprehensive affiliate marketing strategy. • Develop KPI\'s and reporting for full funnel digital media, working cross-functionally with brand teams and other key stakeholders.
Education
Rhode Island College
BA, Public Relations, Marketing
San Diego State University
Digital Marketing Certificate Program, Marketing
Skills
- Trade Shows
- Marketing Strategy
- Event Planning
- Product Development
- P&L Analysis
- Strategic Planning
- Digital Media
- Social Media Marketing
- Blogging
- Leadership
- Event Management
- Google Adwords
- Brand Management
- Sponsorship
- Google Webmaster Tools
- Email Marketing
- Nonprofits
- Search Engine Optimization (SEO)
- Social Media
- Community Development
- Google Analytics
- Advertising
- P&L Forecasting
- Online Marketing
- Client Relations Skills
- Management
- Press Releases
- Marketing
- Public Relations
- Customer Service
- Digital Marketing
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