Summary
Overview
Work History
Education
Skills
Timeline
Hi, I’m

Kael Soriano

Seattle,WA
Kael Soriano

Summary

Goal-oriented marketing expert with natural talents in developing and implementing successful marketing strategies, driving profits, increasing market shares and strengthening customer retention and loyalty. Hardworking, performance-oriented leader offering proven expertise in brand awareness, customer insights and strategic partnerships. Prepared to bring 12+ years of progressive experience and take on challenging position with opportunity to make lasting impact on company and customer success.

Overview

11
years of professional experience

Work History

Educative, Inc

Marketing Manager, Author & Affiliates
03.2022 - Current

Job overview

Responsible for marketing strategy and success of the Author & Affiliate segment for Educative's interactive eLearning platform

  • Managed 1,500 affiliates to contribute 15% YoY to annual revenue
  • Provided affiliates with complete media kits to be in alignment with our marketing and sales campaigns and quarterly targets
  • Utilized market trends and target audience statistics to effectively and appropriately market products to influencers and affiliates
  • Established, initiated, and optimized business development strategies based on company targets, product specifications, market data, and budget factors
  • Manage global CRM to recruit and communicate with potential and current authors, affiliates, contributors, and customers globally
  • Implemented marketing insights, sales enablement tools, and ad tools to encourage community growth, retention, and alignment with customers' needs

A Better Land

Marketing Contractor
12.2011 - Current

Job overview

Brand, marketing, and creative for brands looking to lend a hand for a better land; connecting businesses, products and/or services to causes that help turn consumers into something more: contributors.

  • Wrote evocative and successful marketing, advertising, and website copy for small businesses, non-profits, and start-ups
  • Managed campaigns for various clients that consistently exceeded sales goals and improved brand awareness
  • Established and managed relationships with external data providers and research vendors to improve campaigns for clientele across industries
  • Assembled reports and presentations to share insights and recommendations with stakeholders.
  • Most notable clients include Cotopaxi, Dented Brick Distillery, Even Stevens Sandwiches, Impact Hub, and Utah Film Center.

Seattle Credit Union

AVP of Brand & Marketing
03.2020 - 12.2021

Job overview

  • Managed brand, marketing, and communications including physical, digital, and experiential expressions of the SCU brand and mission
  • Collaborated with external creative partners and interdepartmental teams to guide the discovery process and content development for financial products and services through the lens of diversity, equity, and inclusion
  • Emphasized commitment to eradicating financial inequity and disparity in alignment with the credit union movement
  • Developed strategies to incorporate PR and media to further enhance brand awareness throughout the Greater Puget Sound
  • Produced media kits to showcase marketing research, analytics, and demographics for fiduciary grants and civic presentations
  • Increased CU Membership of Spanish-speaking members from 3% to 10% of total auto lending portfolio, 2% to 7% in Small Business Lending, 3% to 5% in first-time home buyers

Dented Brick Distillery

VP of Brand & Marketing
03.2017 - 09.2019

Job overview

  • Organize and drive marketing and B2B/B2C sales efforts for our brands throughout a multi-state territory via integrated marketing, events, community engagement, local and out-of-state distribution teams, and actionable insight into customer satisfaction, loyalty, and trends in the beverage industry
  • Expanded from Utah to a 23 state distribution territory from 2016-2019
  • Grew monthly regular case and pallet sales from $50k to $325k avg. in UT
  • Drove brand awareness from local start-up to brand favorite in Utah (Top 50 UDABC, 2019) by establishing relationships with bars, restaurants, venues and influencers to become well-spirit of choice and secure menu placement
  • Achieved placement in Walmart & Total Wine Stores

Church & State Business Incubator

Director of Community and Economic Development
04.2017 - 09.2017

Job overview

Interim Director for a 501(c)(3) non-profit dedicated to creating a sustainable ecosystem that provides entrepreneurs and startups with the critical elements needed to build successful businesses.

  • Curated a diverse and consistent program of educational and networking events and opportunities to help seasoned and aspiring entrepreneurs learn, connect, discover, and collaborate
  • Secured max occupancy of office-space leases to fund regular programming
  • Generated partnerships and sponsorships to support events and networking opportunities
  • Coordinated the national 1776 Challenge Cup in partnership w/ Revolution

Even Stevens Sandwiches

Marketing Manager
10.2016 - 03.2017

Job overview

  • Brought awareness to the Even Stevens' retail shops through street team activations, partnerships, community events, and volunteering
  • Championed the " Buy 1, Give 1" model to maximize opportunities to give back to our local community and non-profit partners throughout the Salt Lake Valley: selling 1 Million sandwiches in SLC stores, resulting in the donation of $2M to critical social and healthcare resource providers
  • Supported brand awareness and growth of retail stores in AZ, TX, CO, WA, and ID

Progrexion

Voice of the Customer, Project Manager
09.2015 - 10.2016

Job overview

  • Designed and implemented PGX's first Voice of the Customer program, a collaborative and systematic approach for incorporating the needs of customers into their experience along the consumer journey using SurveyGizmo (Alchemer)
  • Accountable for the delivery of actionable customer insights to improve retention, reactivation, growth, and acquisition across brands and marketing channels, driving customer targeting, and segmentation
  • Maintained a robust data environment while continuously evaluating and improving data sources, structures, storage, and tools to best interpret and apply consumer feedback
  • Improved customer retention from 3% to 15% through application of feedback to customer-facing and product development teams

Education

Cornell University
Ithaca, NY

Executive Certificate from Digital Marketing And Strategy
06.2021

University Overview

Cornell University
Ithaca, NY

Executive Certificate from Diversity, Equity & Inclusion
04.2021

University Overview

The George Washington University
Washington, DC

Master of Professional Studies from Publishing
06.2015

University Overview

University of Utah
Salt Lake City, UT

Bachelor of Arts from Linguistics
12.2011

University Overview

University of Utah
Salt Lake City, UT

Licenses from Teaching English To Speakers of Other Languages (TESOL)
12.2011

University Overview

Skills

  • Marketing & Communications Strategy
  • Customer Loyalty & Retention
  • Voice of the Customer
  • Brand Awareness
  • Strategic Partnerships
  • Adobe Creative Suite
  • Graphic Design
  • Sales & Marketing Leadership
  • Administering Social Media Accounts
  • Customer Relationship Management (CRM)
  • Content Management Systems (CMS)

Timeline

Marketing Manager, Author & Affiliates
Educative, Inc
03.2022 - Current
AVP of Brand & Marketing
Seattle Credit Union
03.2020 - 12.2021
Director of Community and Economic Development
Church & State Business Incubator
04.2017 - 09.2017
VP of Brand & Marketing
Dented Brick Distillery
03.2017 - 09.2019
Marketing Manager
Even Stevens Sandwiches
10.2016 - 03.2017
Voice of the Customer, Project Manager
Progrexion
09.2015 - 10.2016
Marketing Contractor
A Better Land
12.2011 - Current
Cornell University
Executive Certificate from Digital Marketing And Strategy
Cornell University
Executive Certificate from Diversity, Equity & Inclusion
The George Washington University
Master of Professional Studies from Publishing
University of Utah
Bachelor of Arts from Linguistics
University of Utah
Licenses from Teaching English To Speakers of Other Languages (TESOL)
Kael Soriano