Deanna Lessard

About Deanna Lessard

Dynamic Marketing Professional with extensive experience driving strategic growth in the electrical industry. With a strong background in brand management, digital marketing, and B2B demand generation, I am committed to building effective, data-driven marketing programs that generate measurable results. At NSI Industries, I work closely with cross-functional teams to create tailored, multi-channel strategies that resonate with our customers and deliver impactful growth across key product brands, including Bridgeport, Polaris, Remke, Metallics, and Tork. My expertise spans content creation, market analysis, and sales enablement, with a digital-first mindset and a focus on ROI-driven initiatives that exceed revenue goals.Professional Highlights:Led a Purified Cotton branding strategy for various cotton fibers used in nonwoven products as a point of differentiation adding value in a commodity category.Rebranded Carolina Absorbent Cotton and launched a new website increasing traffic 60% and new leads over 100%.Developed a marketing strategy for professional beauty business to open DTC channels with an Amazon channel and reseller partnerships. Executed social networks for brand awareness and drive traffic. Managed brand assets and sponsored ads resulting in 10% and 20% sales growth in first two years.Established a partnership with UNC-CH Adams School of Dentistry including an endowment for the SHAC clinic and sponsoring multiple outreach projects raising Richmond brand awareness with students, staff and dental communities.Led Richmond digital strategy increasing overall traffic 480%, organic +600% & conversion rate by 22%.Led Intrinsics digital strategy increasing overall traffic 350%, organic 420% & conversion rate by 62%.Led the leadership team in developing a robust NPD process establishing documentation and process controls for compliance and speed to market.Led the brand and design teams in building the Peds line into the #2 ladies hosiery brand at Mass.Created a seasonal development process effectively reducing time to market by 30% while increasing the hit rate for placement to over 50%. Led marketing initiatives working collaboratively with sales in support of Peds brand portfolio to grow sales by 25% top line and by 53% in margin dollars. Led cross-functional team to develop new heat transfer products and reduce COGS resulting in 25% growth in top-line sales, over 50% growth in key market area and increased margins.

Experience

1. Marketing Manager - Electrical

   NSI Industries

   Oct 2023 — Present · Huntersville, NC, US

   Drive division-wide marketing programs, leading growth and engagement for key brands including Bridgeport, Polaris, Remke, Metallics, and Tork.Develop and implement multi-channel, digital-first strategies in collaboration with Sales, Product Marketing, and external agency partners to elevate brand visibility and boost customer acquisition and retention.Oversee the creation of sales enablement tools—such as presentations, case studies, and promotional materials—to enhance distributor engagement and support the sales team.Analyze market data, customer insights, and competitive dynamics to fine-tune campaigns and ensure strong ROI for all initiatives.Manage and optimize marketing budgets, ensuring strategic allocation to maximize impact and exceed performance targets.Lead content development across digital platforms, ensuring messaging consistency and brand alignment across social media, websites, and email campaigns.

Education

• University of North Carolina Wilmington

  Bachelor’s Degree, Business, Management, Marketing, and Related Support Services

  1984 — 1988

• Elon University - Martha and Spencer Love School of Business

  Master of Business Administration (M.B.A.), Marketing/Marketing Management, General

  1993 — 1995

• East Carolina University

  Post-Baccalaureate teaching certification, Teacher License

  2006 — 2008