CV | Dark Horse

(772) 631-5576

ALEXANDRA SCLAFANI

Highly experienced Marketing consultant with extensive experience driving strategic brand growth for B2B and DTC brands. Extremely proficient project manager with proven ability to build, direct, and scale marketing-driven businesses with data-centric KPI's. Results-oriented leader specializing in the development and production of compelling marketing & e-commerce strategies. Skilled at storytelling and utilizing innovative platforms to connect with consumers and proven track record of increasing revenue. 10+ years of experience in digital strategies that deliver key objectives across multiple marketing channels. Consumer-focused marketing professional with excellent cross-functional communication skills. Internally motivated and experienced manager.

EXPERIENCE

FOUNDER / CONSULTANT

Dark Horse, LLC

2019 - Present

Providing strategic and hands-on DTC and B2B support in the areas of marketing strategy and brand development with revenue generation as a core KPI. Specializing in digital and traditional advertising campaigns that grow cross-platform brand visibility and YOY sales.

SENIOR MANAGER OF MARKETING & SALES / CONSULTANT

Cogent Solutions Group

Acting senior manager for all B2B, DTC, and GTM sales and marketing initiatives.
Responsible for 34% sales growth with a 24% reduction in annual advertising spend for Human Products division in 2023-2024.
Increased direct-to-consumer sales by 27%.
Managed $339K in Amazon & Walmart advertising and grew DTC sales with Amazon Seller Central by 11% YOY.
Managed all advertising and marketing campaigns for annual calendar year (DTC and B2B) including email marketing, print advertising, SMS, social media, influencer marketing, Google Ads, YouTube, Spotify/radio, TV, OTT, customer experience management, content strategy, promotional calendar, & more.
Responsible for product rebrand, including graphic design of repackaging, research & analysis for deliverability, PR & communications plan for wholesalers, B2B relationship management, pricing changes, new website, fulfillment adjustments, a 60-day touchpoint plan for wholesalers, and more.
Implemented new B2B client acquisition strategy with wholesale retention plan that resulted in 7% increase in sales despite product pricing changes in 2024.
Built new desktop and mobile websites for two products lines in Shopify and implemented new automations for maximum customer engagement.
Managed all e-commerce sales, metrics, fulfillment, analysis, and customer service by managing team of two direct reports.
Implemented new marketing and content strategy for SEO optimization.
Responsible for yearly advertising plan and budget with forecasted sales data.
Responsible for customer sales growth model, sales support materials, and relationship management with key accounts such as Whole Foods and GNC.
Utilized Google Analytics and e-commerce data to strategize maximum ROI for advertising budget.

CONTENT STRATEGIST / CONSULTANT

FanDuel

Developed digital marketing and content strategies from digital analytics that increased lead generation, including the utilization of social media marketing, resulting in an increase in overall handle wagering, brand visibility, follower counts, and customer engagement.
Freelance graphic design and videography consultant for content production at key calendar events.

DIRECTOR OF MARKETING & BUSINESS DEVELOPMENT STRATEGIST / CONSULTANT

EDUCATION

DARTMOUTH COLLEGE

Masters Degree
Psychology of User Interface

2012-2014

FLORIDA STATE UNIVERSITY

Bachelors Degree
Advertising

2008-2012

SKILLS

Brand Marketing

Product Marketing

Social Media Marketing

Influencer Marketing

Performance Marketing

Growth Marketing

Go-To-Market Strategy

Email Marketing

SEO

Paid Search

Content Strategy

Google Ads

Meta Business

Shopify

Wordpress

Active Campaign

Constant Contact

MailChimp

Asana

Salesforce

Google Analytics

Amazon Seller Central

SMS Communications

Graphic Design

Customer Retention Management

Hootsuite

PR & Communications

Website Production & Management

Budgeting

Consumer Psychology

Content Production

Microsoft Excel

Microsoft Powerpoint

Adobe PhotoShop

Adobe Illustrator

Adobe After Effects

Adobe Premiere

Canva

E-Commerce

Vendor Management

Creative Direction

Cross-Functional Communication

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Metrical Consulting

Marketing consultant across four racetracks in Kentucky focusing in areas of on-site admissions, off-track handle, sponsorship fundraising, event marketing, event management, and more.
Created & implemented all B2B and DTC campaign-driven strategies impacting revenue generation, including sponsorship activations, vendor/client relations, media buying, and digital advertising/marketing.
Managed client expectations and marketing strategies including, SEO, SMS, paid search, OTT, print advertising, influencer marketing, & more.
Grew handle wagering 20% and acquired/managed over $600K+ in endemic sponsorship sales.

MARKETING DIRECTOR / CONSULTANT

Ellis Park Racing & Gaming

Managed traditional and digital marketing for all Gaming and Racing Operations, averaging a $75K quarterly spend.
Utilized YOY metrics and point-of-sale analytics to implement new promotional strategies that utilized gaming data and customer metrics by day, by week, and by month.
Spearheaded the development and implementation of brand objectives, PR, social media, email marketing, website management, consumer relations, B2B fundraising, promotional calendar, content strategy, and more.

DIRECTOR OF DIGITAL SALES

Midwest Communications, Inc.

2017 - 2019

Directed and managed two regional sales teams, resulting in an overall revenue increase of 25% YOY (11% over goal).
Responsible for overseeing new client acquisition and growing existing customers through marketing and sales pitches.
Spearheaded sales of radio and digital advertising products such as retargeting and OTT advertising.
Leveraged search engine marketing expertise (SEO, SEM/PPC, HTML, Javascript, etc.) to improve B2B client advertising portfolios.
Maximized online brand visibility via digital advertising strategies throughout the Midwest by utilizing monthly ROI/analytics reports.
Conducted monthly performance analysis reviews for sales teams to improve quarterly growth and metrics.
Provided sales support and created sales materials using Adobe Creative Suite.

SENIOR ACCOUNT MANAGER

Hancock Advertising Group

2016 - 2017

Directed all marketing and advertising strategies for key accounts.
Managed over $1M in annual budget spending, improved ROI on ad spend by 18%, and drove a combined 31% more traffic to client websites.
Chief graphic designer for print & digital campaigns, websites, e-commerce, and more.

MARKETING DIRECTOR

Chicago Center for Facial Plastic Surgery

2014 - 2016

Managed cross-platform strategies to exceed sales objectives via SEO, PPC, content management, app design, email, keyword targeting, print, videography, copywriting, graphic design, event coordination, project management, & lead generation for America’s leading rhinologist.
Developed DTC email campaigns for a minimum of two customer touches weekly.
Drove an increase of behavioral traffic and online referral acquisition via custom-coded integrations and advanced Google Analytics.
Implemented new content strategies that boosted product/treatment sales.

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