MARKETING | BRAND | CREATIVE | CONTENT | COMMS
Don
PaLERMINI
INTRODUCTION
A versatile and creative senior marketing professional, with extensive experience managing all aspects of brand strategy, tactics, and communication. Adept at strategic planning, and the creation and execution of marketing deliverables across the spectrum, including content creation, copywriting, event marketing, digital marketing, and co-marketing partnerships. Focused on a holistic and human approach to marketing that blends insights, data, storytelling, and experiences to deliver value to potential customers and distinction to the brand.
SELECT PORTFOLIO: SANTA CRUZ BICYCLES | BELL HELMETS
EXPERIENCE
Freelance, San Jose, Calif. - 7 months
- Marketing Consultant, August 2023 to present
Provide branding and marketing consultation, copywriting assistance and design expertise to a select group of clients in the outdoor, action sports and advocacy space.
Santa Cruz Bicycles, Santa Cruz, Calif. - 8 years, 7 months
- Director of Marketing, North America - October 2021 to June 2023
- Director of Retail Marketing, January 2019 to September 2021
- North American Marketing Manager, December 2014 to December 2018
Directed marketing efforts for the world’s most iconic mountain bike brand contributing to its meteoric growth (18.5% a year from 2015-2022 vs a 4% industry average) while adding brand value that commanded a 20-25% premium over competitors. With a focus on customer relationships (consumers, retailers, and international distributors), my team delivered quantifiable increases in value across the marketing spectrum, consistently producing experiences, customer support, and marketing materials that were as distinctive as they were powerful. For a deeper description, please click this link.
Consumer Review, Redwood Shores, Calif. - 1 year
- Editorial Director, January 2014 to December 2014
Oversaw editorial operations, strategic direction, and brand development for action sports websites MountainBikeReview (Mtbr.com) and RoadBikeReview.com. Led strategic planning initiative to revamp editorial functions and efficiencies, and developed strategies to align user-generated content with advertising categories. Contributed to site content and social media on a daily basis. Managed freelance contributors and broadened content offerings to bolster site stickiness and appeal to a broader variety of advertisers. Spearheaded editorial guideline development for greater content consistency and brand voice.
Easton-Bell Sports, Scotts Valley, Calif. - 13 years, 3 months
- Director of Brand Marketing, May 2011 to February 2013
- Senior Brand Manager, Bell Bicycle and Motorcycle Helmets, April 2005 to May 2011
- Communications Manager, December 1999 to March 2005
Directed all aspects of brand marketing for the world’s largest bicycle and motorcycle helmet and accessory company. Led a team of six direct reports across brand-, digital-, and sports-marketing roles. Created comprehensive, integrated go-to-market plans for all products with internal staff and outside agency resources. Was key catalyst in the creation and implementation of the Bell Brand Plan which continues to pay dividends to this day, it is abstracted here.
Mongoose Bicycles, Vernon Hills, Ill. - 2 years
- Public Relations and Promotions Manager, November 1997 to November 1999
Managed public relations and promotional initiatives for Brunswick Bicycles and its consumer brands, Mongoose and Roadmaster. Responsibilities included media relations and product placement; planning and management of marketing and advertising resources; management of professional cycling teams and regional amateur sponsorships; development of consumer and retailer promotional activities; creative oversight for advertising and promotional collateral.
Magnani Continuum Marketing, Chicago, Ill. - 10 months
- MarCom/PR Specialist, January 1997 to October 1997
Designed and implemented public relations program for client Mongoose Bicycles. Responsibilities included product placement and race team publicity in vertical media; establishing relationships with key editors and journalists; writing copy and giving creative input on advertising and print materials. Hired directly by client after 10 months.
EXPERTISE
STRATEGY
Brand Development
Brand Management
Branding and Identity
B2B Marketing
B2C Marketing
Creative Direction
Distributor Marketing
Go-to-Market Strategy
Integrated Product Development
Ominichannel Planning
Strategy Development
Standards and Guidelines
OPERATIONS
Advertising
Budgeting
CRM Management
Customer Service
Digital/Connected Signage
PIM/DAM
Point-of-Purchase
Sales Support
MANAGEMENT
Agency Management
Colaboration Marketing
Influencer Marketing
Marketing Leadership
Partnership Marketing
Staff Management
TACTICAL
Activations
Community Relations
Consumer Insights
Content Marketing
Copywriting
Digital Advertising
E-mail Marketing
Event Marketing
Experiential Marketing
Google Analytics
In-store Marketing
Influencer Marketing
Integrated Marketing
Marketing Communications
Market Research
Media Planning
Media Production
Media Relations
Print Advertising
Product Marketing
Project Management
Public Relations
Reputation Marketing
Retailer Education
Retailer Training
Social Media Content
Social Media Management
Sports Marketing
Technical Writing
Video Production
EDUCATION
ILLINOIS STATE UNIVERSITY, NORMAL, ILL.
BS, Mass Communication/Journalism
Graduated December 1991
SKILLSHOP GOOGLE CERTIFICATION
GOOGLE ADS, MARKETING PLATFORM, ANALYTICS, AD MANAGER, GROW WITH GOOGLE
In progress
