DON PALERMINI PORTFOLIO
SANTA CRUZ BICYCLES
WHEELS BROKEN, INTERNET INJURED - Low budget shoot where we intentionally broke the product to prove how tough it was racked up 14 million views and launched a new wheel brand to #1 in less than a year.
SANTA CRUZ: THE MUSICAL - Boy John’s performance in this video not only launched a new bike but told the story of our company culture resulting in a surge of job applications.
A VIRAL HIT ON OUR (AHEM) HANDS - More than 40 million people have watched the finger bike video nobody was expecting but everyone loved.
PRODUCT MARKETING POWER - Santa Cruz's retail training videos are the industry's most engaged, and help product sell-through by educating retail staff.
CREATIVE, RESULTS-DRIVEN MARKETING
- Marketing efforts aided in a 2.5X increase in sales from 2015-2022, averaging 18.5% YOY increase compared to an industry average of 4%
- Value added by marketing/brand equity commands highest average sale price in industry by 25% over nearest competitor
- Managed $2.5 million budget and oversaw team of 23 across field, retail and digital marketing, showroom, and customer service to deliver a unified, consistent and distinctive brand experience across all customer touch-points
- Guided and produced video content for consumer and trade channels garnering tens of millions of views within endemic and general audiences
- Created online retailer education program that became #1 engaged brand content within six months of launch
- Reorganized and retrained customer service team, augmenting functional responsibilities with a sense of relationship marketing perspective that increased customer satisfaction by 60% while increasing ticket volume and interaction quality
- Catalyzed holistic, strategic marketing approach that brought consistency across messaging pathways from digital and social media channels to experiential demo events and in-store expressions
- Created strategic brand plan and blueprint, then globalized it through worldwide distributor network
- Catalyzed customer relationship management (CRM) email marketing follow-ups that extend brand experiences in a way that is scalable but still very human feeling
- Conceived and executed distinctive and attention-getting go-to-market plans for more than 20 new product introductions
- Led field marketing team in creating brand experiences through traveling product demo trucks and HQ showroom resulting in thousands of positive brand interactions and conversions
- Catalyzed PayDirt, a multimillion dollar global mountain bike advocacy program that supports retailers, distributors and riders across the world, creating new riding opportunities and garnered/reinforced brand affinity
SPACER
SPACER
