Snap-on
Shortly after graduating from college, I began my career with Snap-on, the #1 global innovator in professional tools. Looking back, I’m incredibly grateful for the opportunities I had during those early years — experiences that shaped my approach to marketing and leadership. Starting my career with such a strong, well-established brand gave me a deep understanding of strategic branding and what it takes to position an industry leader for continued success. It was the perfect foundation for building the rest of my marketing journey.
Michels
At Michels Corporation, I served on the HR Leadership Team as the Employment Brand Leader, where I lead efforts to attract and develop early talent while strengthening the company’s presence as an employer of choice. My work focused on building and executing strategies around campus recruiting, internship programs, and community engagement to connect with the next generation of talent. I also drove initiatives to expand Michels’ reach with K-12 schools and universities while enhancing our employment brand on both a national and international scale. By combining strategic planning with relationship-building, I’m helping position Michels as a top destination for emerging professionals and skilled talent alike.
B2C/B2B MARKETING
Because Snap-on franchises aren't tied to brick and mortar, there were unique opportunities in how we marketed to customers, not just through normal means like brochures and handouts, but also van signs and posters that can outfit the mobile store.
I also provided marketing materials to our franchisees so they could successfully sell Snap-on products. That included printed marketing kits (in multiple languages), PowerPoint presentations to launch the products and various educational materials.
Public Relations/Social Media
Throughout each product launch we utilized press releases and various forms of social media, including YouTube, Facebook and Twitter, to educate and inform customers about new and enhanced features found in Snap-on diagnostic software.
Online
Snap-on diagnostic's online presence was important not only for future customers/sales, but also in maintaining current relationships through free online training on how to use the tools to their maximum potential and support.
During my time with Snap-on, I worked on a project to reduce the number of page touches for each product launch, while also improving the user experience when visiting the site. This including the reorganization of the website to less reflect our internal organizational structure, but actually match a user's natural journey through the site.
Other
Snap-on diagnostic products are very detailed and can be difficult to understand and sell, so I would create marketing materials that franchisees can reference regarding coverage, part numbers, pricing, etc.
Sometimes customers would have their own requirements that need to be fulfilled to even do business with us, so pieces like bid specifications and new product announcements have to be created to get the sale. Although not as glamorous as some of the other pieces that I developed, they were a necessity.
I also worked closely with product management and engineers to develop multiple forms of instructions on the intricate "how-to's" of preparing to sell software.