Rhonda Bauer Chief Marketing Officer / VP of Marketing

Available for Direct Hire or Contract to Hire

719-660-0467 rbauer1127@gmail.com www.linkedin.com/in/rhondabauer

Summary
Forward-thinking, entrepreneurial, business-tested executive, known for growth acceleration through
transformational leadership of operations and teams, who possesses strategic, creative, analytic and financial
acumen in addition to strong business intellect across multiple business sectors, both B2B and B2C.
Innovative marketing executive with exceptional skills in traditional, digital, and global marketing communication
strategies. Through both transformational and collaborative leadership styles, built strong marketing and
operational teams and an award winning portfolio of success.
Leadership and vision consistently repositioned and leveraged brands thereby achieving new customer acquisition
and retention goals. Utilizing strategies focused on cross-channel integration of brand, marketing, digital and
traditional advertising, internal and external communications, public relations, community relations, media relations
and social media plans.
CMO P&L responsibilities of $15+ million, handled for over a dozen businesses simultaneously, providing year over
year growth while receiving local, national and international recognition from the American Advertising Federation,
Summit International Awards, The Webby Awards and The Telly Awards.
An emotionally intelligent, hands-on leader with a passion for building and coaching top talent and teams. Known
as a consensus-building, motivational leader and manager who leads by example, embraces collaboration and
listens to understand.

Experience
Founder || Chief Marketing Officer CMO || Brand Strategy || Marketing Consulting
Xpanshen Consulting
2014 present | Greater Denver Area
Tapped by companies for marketing and business challenge diagnosis, followed by recommendations and tactical solutions
focused on raising brand awareness, streamlining marketing operations and quickly impacting growth while reducing expenditures.
Focused on identifying and optimizing targeted growth opportunities using product/market data and analysis, performing brand
recognition and communication audits, and reviewing overarching marketing strategies and operational/budget allocations.
Achievements:
Performed in-depth assessments of audience perceptions and digital/traditional usage, resulting in strategic and tactical
plans for social media, digital marketing, integrated interactive and event participation, and enhanced brand awareness.
Served as communications, marketing and brand counselor to C-level executives and leadership teams
Aligned internal/external stakeholders and community groups to leverage visibility and brand in order to achieve marketing
program initiatives.
Specialties:
Brand Awareness Growth Business Strategy Integrated Marketing Programs B2B B2C Social Engagement Digital
Marketing Team Development Business Development Industry and Trend Research Marketing Analytics Performance
Metrics Web Development Customer Acquisition Public Relations Media Planning Competitive Analysis Customer
Insight Segmentation Brand Development SEO SEM Corporate Communications Global Communications

Sr. Director, Marketing & Trade Relations || Brand Strategy || Digital Marketing || Social Media ||
Creative
World Alliance for Retail Excellence & Standards (formerly NARMS)
2012 2014 | Greater Denver Area
As Sr. Director, led the renaming, brand redevelopment, and repositioning of the non-profit trade association. Developed
e-commerce capabilities, redesign of website and all marketing, publicity and media programs and materials. Played key
leadership role in the restructuring of business operations, membership platform and fees, budgets and annual conference.
Led the successful revision, launch, and management of activities for the first and only member certification program in the
1
ROI, channels

retail service industry, ISO-based accreditation program entitled Retail World Alliance Gold Certification.
Developed on-going strategic, branding, marketing, communications and trade, public, and community relations plans, through
implemention of key programs and systematic updates designed to drive brand reputation, new revenue and global
membership growth within established budgets.
Achievements:
Increased brand awareness by 65%, revenue 11%, profitability 7% and reduced expenditures $70K+
Increased media reach and engagement by over 600% through publication of 20 articles, 28 press releases and the
orchestration of 3 broadcast and public speaking opportunities, during a 1-year period
Planned and developed brand reputation story lines to continually build recognition locally, regionally,
nationally
and internationally, while working with both internal staff and external partners to build the brand perception
Identified opportunities, challenges and emerging trends and/or issued faced by the association, through monitoring of
traditional and social media news sources, while also utilizing market data research to define and execute strategies
Defined, created and launched new programs including: RFP WAREhouse, Research Clearinghouse and co-created
TheRetailRecruiter Job Board.
Broadened awareness of programs and priorities, among members and prospects, while increasing visibility of key
messages and programs across varied stakeholder audiences and industry media
Authored and monitored public and community relation calendars and deliverables - inclusive of articles, content
and broadcast/event talking points for committee and executive leaders
Analyzed new and existing products/services and created new, innovative programs that drove increased revenue
Distilled complex information, data and ideas into understandable strategic initiatives, concepts and plans
Provided oversight and brand management across all communications, marketing and advertising tools
Developed brand standard guidelines for use by internal staff and external stakeholders
Built strong relationships with trade media and other industry groups
Capitalized on use of social media and digital marketing techniques
Researched, vetted and established speaking, blogging and event/conference opportunities for Executive Director
Served as communications, marketing and brand counselor to C-level executive, Board of Directors and
committees
Worked with attorney, providing oversight for filing of new trademarks and defense of existing trademarks
Specialties:
Brand Development Brand Awareness Growth Brand Management Business Strategy Integrated Marketing Programs
Social Engagement Digital Marketing New Member Development Industry and Trend Research Analytics
Performance Metrics Web Development Public Relations Media Planning Customer Insight Customer Segmentation
Thought Leadership P&L Management Collaborative Leadership Trade Shows Recruiting Retail Marketing
Strategic Marketing Traditional Media Direct Response Marketing Content Marketing Search Engine Marketing Email
Programs
E-commerce Event Marketing Event Management B2B Marketing Corporate Communications Organizational
Development Google Analytics SEO SEM Statistical Forecasting Data Analysis Conference Planning

Chief Executive Officer CEO || Chief Marketing Officer CMO/VP || Client Marketing & Strategic
Planning || Business Development || B2B2C Integrated Cross-Channel Marketing
Xpanshen Marketing Communications
2000 2012 | Greater Denver Area
As Chief Executive Officer, grew business into a nationally and internationally awarded, integrated cross-channel marketing
communications and public relations agency. Developed operating processes and procedures and optimized all operational
functions of the business including P&L responsibilities, building of high performance teams, new business development and
served as spokesperson for the agency and its clients.
As Chief Marketing Officer, developed visionary B2B and B2C strategies and marketing plans for clients with combined
revenues in excess of $1B. Provided oversight, direction and creative input across marketing channels inclusive of market
research, brand positioning, sales, online initiatives websites, social media, digital marketing, email marketing,
eCommerce, direct mail, and traditional broadcast, print and public relation activities.
2

Achievements:
Identified new market opportunities, expanded lead generation capabilities and drove demand by re-engineering
business systems to support team and client acquisition strategy, resulting in first year agency growth of 40%
Established long-range plans for brand and business growth, resulting in year over year growth of 8 21%
Identified opportunities, challenges and emerging industry trends and/or issued faced by clients (more than 20 industries
over the years) while using market data research to define and build results-driven strategies
Developed and provided oversight of short and long-term integrated strategic communication, marketing and PR plans
for clients, increasing their customer acquisition and bolstering brand awareness. Examples:
- Designed marketing strategies and innovative public relations plans that catapulted top pizza franchisee to over 50% market
share within a 2-year period, while landing them top community leadership honors.
- Advanced automotive dealer sales 60% in 20 days, resulting in dealership receiving Top Sales Producer Colorado
recognition.
- Championed marketing strategies that elevated customer satisfaction to 65%, sales to 24% and web traffic to18% while
decreasing marketing spend 12% for national handyman franchise system.
- Created rebranding strategy and implementation, resultingin a mortgage industry business exprienceing a rise in brand
recognition from 0 80% in one year.
Shaped and reviewed performance metrics based on pre and post measurements on brand awareness, customer
satisfaction, employee engagement, site visits, clicks and other digital indicators.
Co-wrote and taught sales and operational training courses for multi-unit franchise system across the US and Canada.
Collaborated in development of research studies and final data analysis
Identified and capitalized on use of social media and digital marketing techniques.
Developed multi-geographic, multi-channel and omni-channel marketing plans to drive local awareness and
sales results
Established brand standard guidelines for use by internal staff and external stakeholders
Served as organization spokesperson on key topics for agency and clients
Distilled complex information, data and ideas into understandable strategic initiatives, concepts and plans
Served as communications, marketing and brand counselor to client executives and leadership teams to define
and respond to complex topics of operations, budgets, personnel, and other relevant industry issues
Established and maximized budgets, providing fiscal oversight through continuous monitoring and auditing
Wrote and streamlined existing marketing department processes, procedures and operations while developing
new procedures, templates and forms for departmental use.
Evaluated effectiveness of marketing and communications tools and recommended adjustments accordingly
Successfully established and managed an agile, responsive 12-person agency team, with a 93% retention rate.
Exercised supervision of administrative activities including hiring, evaluation, professional development,
planning and time management
Specialties:
Brand Development Business Strategy Integrated Marketing Programs Social Engagement Digital Marketing New
Business Development Industry and Trend Research Analytics Performance Metrics Web Development Public
Relations Media Planning Customer Insight Customer Segmentation Thought Leader P&L Management Leadership
Recruiting Retail Marketing Strategic Marketing Corporate Communications Traditional Media Direct Response
Marketing Content Marketing Search Engine Marketing Email Programs E-commerce Event Marketing Event
Management B2B Marketing B2C Marketing Organizational Development Google Analytics SEO SEM Statistical
Forecasting Local Store Market Planning Marketing Communication Audits

Senior Marketing Director || Creative Director || Senior Account Representative

Big Cat Studios
1991 2000 | Colorado Springs Area
Responsible for client marketing objectives and outcomes, creative leadership, new business development and
existing client retention.

 Analyzed new and existing client product/services and provided ideas for innovation
Developed client marketing and advertising plans and budgets
Developed brand standard guidelines for use by internal staff and external client teams
Monitored traditional media news and emerging trends across client industry sectors
Led creative direction on advertising campaign concepts and measurements
Provided oversight, direction and creative leadership for marketing and advertising campaign elements
including
websites, broadcast, and print advertising
Led brainstorming activities for internal team to encourage enhanced interaction and creative thinking
Served as writer, director and producer of video and broadcast shoots and edits
Exercised supervision of administrative activities including hiring, evaluation, professional development,
planning and time management
Established and managed relationships and facilitated negotiations with outside consultants
Served as Sr Account Representative/Liaison to all major accounts
Specialties:
Creative Development Industry and Trend Research Analytics Performance Metrics Web Development Customer
Insight Leadership Strategic Marketing Traditional Media Event Marketing B2B Marketing B2C Marketing Business
Retention Broadcast Media Relations Team Leadership Account Management

Leadership Core Competencies

Dynamic, Creative Marketing Executive

Data Driven Strategist and Planner
Brand, Digital and Publicity Growth Expert
Visionary, Cross-Channel Marketing Leader
Innovative Problem Solver

Operational and Procedural Change Agent

Motivational Team Builder, Developer and Coach
Collaborative Internal and External Communicator
Effective, Efficient Budget Manager
High-Performing Relationship Builder

Education and Professional Development

Master of Arts (equivalency), Management, Communications Marketing/Advertising, Colorado School of Business
Courses taken: Authentic Leadership Diversity in the Workplace Dynamic Marketing Strategy
Financial Management Big Data and Critical Thinking Board of Director
and Corporate Governance Brand Strategy Customer Behavior Digital Innovation
and Transformation Entrepreneurship and Capitalism Change Management
Marketing Management Negotiation and Diplomacy Growth Management through
Operations Strategy Emotional Intelligence Hiring and Team Development
Associates of Applied Science, Commercial Art, Pikes Peak Community College
Courses taken: Principles of Advertising Principles of Marketing Strategic Marketing
Critical Issues in Marketing and Management Creativity and Visual Thinking Business for Creatives
Advertising and Design Courses, Minneapolis College of Art and Design
Courses taken: Integrated Advertising Foundation of Creative Thinking Foundation of Research,
Observation, Interpretation and Knowledge Foundation on Imagination and Perception
Drawing and Color Theory Ideation and Process

Awards, Published Articles,

Board/Volunteer Activities and Recommendations
Visit LinkedIn at www.linkedin.com/in/rhondabauer
4