Peter Dawson
Verified Expert in Marketing
Marketing Expert
Cherry Hill, NJ, United States
Toptal member since August 7, 2024
Peter is a results-driven marketing executive with a proven track record of driving growth and innovation across multiple industries through precise strategy and execution. He excels in developing and executing strategic marketing initiatives that enhance brand visibility, engage target audiences, and deliver measurable business results. Peter possesses a comprehensive understanding of the big picture and is skilled at hands-on execution.
Project Highlights
Expertise
- B2B Marketing
- B2C Marketing
- Content Writing
- Digital Marketing
- Market Research
- Marketing
- Marketing Mix
- Marketing Strategy
Work Experience
Head of Marketing
InterWork Office Solutions
- Engaged as a leadership team member for InterWork, an office logistics company providing office furnishings and relocations to Fortune 500 companies. I handled brand positioning, marketing strategy, execution, and charitable and recycler outreach.
- Supported the sales team and developed the strategy for paid/owned media. Developed the value proposition and customer journey and rebuilt the lead structure/process.
- Rebuilt the marketing department structure and CRM approach, utilizing HubSpot-centric strategies. Developed a partnership with Habitat For Humanity and doubled qualified leads.
Digital Strategist
AARP
- Built and managed digital campaigns for key AARP business units, including strategic planning, media planning, results analysis, and refinement.
- Created content marketing campaigns for selected AARP “behind the wall” offers. Launched large-scale campaigns and contests to drive traffic and increase lead generation and retention. Managed media, creative, and multicultural agencies.
- Led monthly acquisition campaigns for AARP rewards and AARP’s loyalty program. Managed external and internal ad agencies and media partners for a multi-million-dollar budget. Created reporting and results analysis structure.
- Worked on the programs that drove $2.5 million in new accounts at an average of 80% ROI.
AVP Strategy
Ansira
- Generated revenue for Ansira and its clients through research, analytics, strategic planning, and meticulous execution.
- Collaborated with internal and external teams to identify business objectives, strategies, and tactics. Led interdisciplinary teams to ensure omnichannel executions are on-strategy, on time, and highly collaborative.
- Handled engagements with the majority of Ansira's clients, focusing on Lincoln Financial, Aruba Tourism Authority, W Hotels, Panera, Domino's, Federal Express, Chili's, Bloomin' Brands, La-Z-Boy, Acura, Jiffy Lube, Mercedes-Benz, Centene, and Volvo.
- Developed and executed Panera's renowned loyalty program and quadrupled Volvo's budget with Ansira. Moved Mercedes-Benz to category leader and led campaigns generating over 700% ROI and increased traffic and return visits to Aruba.
- Acted as the lead strategist for a new business team that won eight substantial clients in two years.
Lead Strategist | Account. Director
Catalyst Agency
- Managed Valvoline’s DIY (oil changes) marketing, franchisee acquisition, and compliance. Identified key segments like Vo-tech teachers and fleet managers, creating targeted strategies to drive market penetration and enhance brand influence.
- Administered leadership competencies to provide research and data-driven recommendations, generating optimal plans and innovative approaches for increasing purchases and Lifetime Value.
- Conducted extensive research to uncover customer profiles, purchase habits, and share-of-wallet. These insights guided refined marketing strategies, improving customer experience and driving both immediate sales and long-term loyalty.
- Developed and prioritized message strategies for each segment, blending education with promotion. Supported efforts with brand swag to keep Valvoline at the forefront in influencer engagements.
- Created a scoring system to prioritize efforts and tailored message strategies for each Valvoline segment, ensuring alignment with audience needs. This improved engagement and reinforced brand presence across diverse market segments.
- Led Valvoline’s franchisee marketing and compliance, balancing brand consistency with franchise growth. Oversaw strategic initiatives that supported expansion while ensuring compliance, crucial for Valvoline’s overall growth objectives.
- Uncovered significant variance in customer value, enabling precise budget allocation and targeted creative strategies. This led to increased franchise acquisitions, improved compliance rates, and enhanced overall marketing efficiency for Valvoline.
Senior Director, Client Communications Strategy
Ansira
- Led market research, analytics, and strategy for Rent-A-Center and Baskin-Robbins. Established qualitative and quantitative methodologies to uncover challenges and opportunities for both brands.
- Developed comprehensive research strategies, delivering key insights on customer behavior and market trends.
- Presented detailed reports and actionable plans to executives, anticipating outcomes and aligning strategies with business goals. These plans were pivotal in driving growth and improving market positioning.
- Identified significant market opportunities, leading to optimized marketing strategies and improved ROI for Rent-A-Center and Baskin-Robbins.
- Improved same-store sales for both brands by ensuring data-driven decisions that enhanced overall business performance. I also led searches and hired and managed general, Hispanic, and media Agencies of Record.
Account Director
Doner
- Led direct and digital marketing for Owens Corning across B2B and B2C segments. Focused heavily on roofing contractors, creating impactful campaigns that drove business growth.
- Developed the Preferred Loyalty Program for roofing contractors, a highly successful initiative that remains in place today, strengthening customer relationships and driving repeat business.
- Managed franchisee marketing and compliance for Owens Corning’s basement finishing products, ensuring consistent brand representation and adherence to corporate standards.
- Contributed to successful marketing efforts for Owens Corning’s insulation products and iconic Pink Panther promotions, enhancing brand visibility and market penetration.
- Drove business growth across multiple product lines and solidified long-term customer loyalty through targeted, strategic marketing initiatives.
Account Supervisor
Leo Burnett
- Worked on the SCE account, delivering strategic marketing solutions that effectively addressed client needs during deregulation and an energy crisis.
- Collaborated with businesses to boost direct mail usage for USPS, driving increased engagement and revenue. This initiative strengthened USPS’s role in business marketing.
- Performed quantitative and qualitative research to lead strategy for store re-designs.
Account Supervisor
Saatchi & Saatchi
- Led research and brand DTC launch campaign for Solvay Pharmaceuticals. Conducted in-depth research for Solvay, providing critical insights that informed the company’s strategic decisions and marketing efforts.
- Created a direct-to-consumer (DTC) brand campaign, effectively positioning Solvay in the market and driving customer engagement through targeted messaging.
- Worked directly with Direct to Physician teams and regulatory staff. Ensured all TV spots and print ads were highly accurate and followed requirements.
Account Executive
Wunderman Thompson
- Worked on American Express Corporate Card, targeting small to large businesses for the American Express Corporate Card, driving adoption and engagement through strategic marketing efforts.
- Played a key role in launching new products and services for American Express, contributing to expanding their corporate offerings.
- Helped create the Small Business Resource Center, providing valuable tools and resources to support the growth and success of small businesses.
- Worked on short and long-form TV spots and print ads for Corporate Card.
Project History
Delta Airlines | Surrounding the Customer Journey
Hired by Delta Airlines to retain high-value fliers in key hub markets during Northwest Airlines (NWA) merger with Delta Airlines. The merger was met with much resistance from NWA legacy fliers.
Through highly targeted digital media, email, in-airport display, in-flight advertising, social media, and direct mail, my team was able to accomplish this seemingly impossible objective within seven months. The US Bank was aggressively targeting the same base as they were the bank behind the NWA Visa card. This is where our value proposition, offer strategy, message, and creative strategy separated us from the US Bank team and won the battle for potential cardholders. This achievement was recognized as American Express's most successful acquisition campaign in its category.
We achieved this through teamwork, collaboration, and surrounding the customer journey before, during, and after their flight with real-time messaging.
AARP | Using Content Marketing to Increase Membership
Increased the membership and cross-promote additional services of AARP, a leading nonprofit organization dedicated to empowering Americans aged 50 and older.
1. Attracting and retaining more members through engaging content.
2. Promoting additional services to existing members and using content marketing to provide sneak peeks and exclusive insights, driving deeper engagement and loyalty.
Our team devised a content strategy on health, wealth, and self. The strategy included developing high-quality, informative content tailored to AARP’s target audience. We offered potential members glimpses of valuable content behind the membership wall, including free previews of premium articles, webinars, and member-exclusive events.
We created personalized content journeys, using data to tailor recommendations and promote through social, email, display, and SEO. We strategically placed calls to action within the content to promote additional AARP services and benefits.
The content marketing strategy resulted in a 2% increase in AARP memberships. Members spent 40% more time on the site, engaging with highly customized content.
This campaign successfully leveraged high-quality, relevant content to drive membership growth and cross-sell additional services to existing members.
Southern California Edison (SCE) | Deregulation and an Energy Crisis
Tasked with helping SCE enter a newly competitive market. At that point, marketing had been an afterthought. SCE was in a precarious position with potential attrition increases and acquisition decreases.
As we began the rollout, California was experiencing a major energy crisis. We suddenly needed to pivot from marketing to conservation messaging and promote new energy-saving products.
We launched integrated marketing campaigns across traditional media, digital marketing, and community outreach. We developed and executed an educational program with practical energy-saving tips and tools and conducted workshops and seminars in various communities for direct consumer engagement.
THE RESULTS
• Increased consumer awareness and engagement with SCE’s energy-saving products.
• Achieved higher adoption rates of new products and services.
• Positioned SCE as a leader in promoting sustainable energy practices.
Education
Bachelor of Science Degree Minor in Advertising in Minor in Advertising and Public Relations
Marywood University - Dunmore, PA, USA
Skills
Core
Marketing Strategy, Copywriting, Marketing, B2C Marketing, Marketing Mix, Facebook Ads, Search Engine Marketing (SEM), Email Marketing, Email Marketing Automation, Go-to-market Strategy, Content Marketing Strategy, Digital Marketing, Social Media Marketing (SMM), Influencer Marketing, Branding, Marketing Analytics, AI Marketing, LinkedIn Ads, LinkedIn Marketing, Facebook Marketing, Google Ads, Blogging, Brand Strategy, Public Relations (PR), Digital Campaigns, Digital Marketing Strategy, Organic Social Media, Paid Advertising, Lead Generation, SEO Content, Writing & Editing, Content Creation, Content Marketing, Content Strategy, Social Media Content, Funnel Marketing, Market Research & Analysis, Product Positioning, Product Marketing, Social Media Management, Social Media Strategy, Social Media Platforms, Brand Marketing, Conversion Rate Optimization (CRO), Google Paid Ads, Social Media, Social Media Analytics, Affiliate Marketing, Ad Campaigns, Email Campaigns, Marketing Campaigns, Strategic Marketing, SEO Tools, Search Engine Optimization (SEO), App Store Optimization (ASO), Sales, Generative Artificial Intelligence (GenAI), Infographics, Article Rewriting
Platforms & Tools
Marketing Platforms, Facebook Ads Manager, Instagram Ads, Bing Ads, Google My Business
Business Models
B2B, Business Models, Business to Business (B2B), B2C, Integrated Marketing Communications Planning, SaaS
Other
Best Practices, Content Writing, B2B Marketing, Data, Market Research, Competitive Analysis, Digital Newsletters, Email Marketing Strategy, Advertising, Agency, Franchises, Research, Vendor Management, Strategy, Analytics, Analysis, Growth Marketing, Personal Branding, Databases, Database Marketing, Data Strategy, Customer Data, AI Content Creation, Creative Testing, Creative Briefs, Creative Strategy, Creative Thinking, Creative Direction, Digital Creative Direction, Meta Ads, Blogs, Outreach, Corporate Communications, Digital Branding, Digital Media, Article Writing, Content Distribution Strategy, Market Entry, Market Sizing, Monetization, Customer Acquisition, Email Content, Digital Brand Identity, Market Research Analyst, Market Segmentation, User Personas, Quantitative Research, Go-to-market Plans, Product Launch, App Growth, Go-to-market Optimization, Growth Strategy, Startups, Audience Segmentation, Buyer Personas, D2C Branding Strategy, Mentorship & Coaching, B2B Lead Generation, Brand Awareness, Online Sales, Growth Strategy Consultants, Website Optimization, Competitor Analysis & Profiling, Data Collection, Web Analytics, Direct Marketing, UX Design, Web UX, Affiliate Management, Partnerships, Affiliate Programs, Partnership Marketing, Qualitative Research, Product Strategy, Copy Editing, Launch Strategy, Thought Leadership, Luxury Industry, Consumer Packaged Goods (CPG), Direct to Consumer (D2C), Management Consulting, Revenue Growth, Sales Growth, Instagram, X (formerly Twitter), Marketing Plans, Manufacturing, Tourism, Lifecycle Marketing, Digital Project Management, Event Planning, Event Management, Press Releases, Data Science, Data Analysis, AI-based Content SEO, Facebook Account Management, Monetization Models, Sales Funnel, eCommerce, Artificial Intelligence (AI), Market Assessment, Scriptwriting, Education, Education Technology (Edtech), UX Analysis, UX Tools, Requirements Analysis, Project Design, Big Data, Meta-learning, CX Strategy, Marketing Writing
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