Snap-on
Shortly after I graduated from college, I got a position with Snap-on, the #1 global innovator of all things tools. To this day, I still think back on the years I was with them and the amazing opportunities I was offered in the infancy of my career. No better way to start a career in marketing than to understand the branding of a leading organization in their industry.
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.