Chip Smith

About Chip Smith

Chief Marketing Officer - Driver of Revenue and Profits through Interactive Marketing, Advertising and Brand Positioning.Global leader known for driving sales growth by applying deep customer understanding. Recognized for repositioning brands, improving product strategy, and developing ROI producing interactive and traditional marketing campaigns. Track record of delivering profitable returns through comprehensive analytics and testing methodologies. Creator of innovative marketing plans for start-up and Fortune 500 companies that leverage agile marketing techniques and provide leadership with real-time financial results. Recognized for ensuring that every dollar drives a return on investment. AREAS OF EXPERTISE: Brand Positioning | Customer Relationship Management (CRM )| eCommerce (UX)| Search Engine Optimization (SEO)| Search Engine Marketing (SEM)| Contextual Marketing | Native Marketing | Hyper-Local Marketing | Mobile Marketing | Omni-Channel | Product Marketing | Traditional Advertising | Social Media | Public RelationsHIGHLIGHTS:• Interactive Marketing: Build interactive marketing teams with success igniting business growth and profitability. Develop and manage digital marketing budgets from $5MM to $250MM with consistent revenue and profit growth. • Customer Understanding: Passion for Customer Journey Mapping, Persona Development, Brand Positioning, Value Proposition Development, and Execution. Solve brand-positioning challenges for organizations from $50MM to $14B.• Services / Retail Marketing Expert: Deliver services and retail marketing results across diverse B2C and B2B industries, e.g, Transportation, Career Services (SaaS), Commercial Business Services, Home Services, Appliances, Online Services.Contact Information: C••••••••@gmail.com I 71••••••70 (m)

Experience

1. Chief Marketing Officer

   Jewelry Television

   Jul 2020 — Present · Knoxville, TN, US

   Lead the planning, development and execution of marketing and advertising initiatives for JTV (jewelry television), Jedora (jewelry marketplace), and over 40 individual jewelry brands under the MCGI umbrella. Responsible for delivering eCommerce revenue targets and driving customers through eCommerce, broadcast, and live steaming channels. Lead an in-house team that drives digital media planning, social media, brand development and execution, marketing research, advertising and video content for broadcast. Manage agency support from NP Digital for search and social, Group M for affiliate advertising and HEA Services for media strategy and deployment- Leveraged deep digital analytics to drive media efficiency while developing a comprehensive Marketing Mix Model- Launched Jedora Marketplace product line nationwide- Developed JTV Rewards CRM program in November 2023, improving customer retention by 2% points and growing- Launched affiliate marketing program driving a 150%($19MM) increase in pay for performance revenue. Critical as the company emerged from COVID and faced challenges matching best sales results in a decade- Relaunched mature brand Judith Ripka, doubling ROAS on ad spend within the first 6 months.

Education

• University of Tennessee, Knoxville

  Bachelor's Degree, Finance

  1982 — 1986

• University of Tennessee, Knoxville

  Master of Business Administration (M.B.A.), Marketing and Finance

  1986 — 1988

Skills

• Interactive Advertising
• Strategic Planning
• Digital Strategy
• Advertising
• Web Marketing
• Strategy
• E-Commerce
• Sem
• Leadership
• Radio
• P&L Management
• Six Sigma
• Brand Development
• Yellow Pages
• Franchising
• Staff Management
• Interactive Marketing
• Web Analytics
• Integrated Marketing
• Strategic Partnerships
• Market Planning
• Mobile Marketing
• Negotiation
• Marketing Management
• Online Marketing
• Lead Generation
• Customer Acquisition
• Competitive Analysis
• Start-Ups
• Business Development
• Digital Marketing
• Marketing
• Analytics
• Public Relations
• Direct Mail
• Social Media Marketing
• SEO
• Brand Management
• Marketing Strategy
• Email Marketing