Director of Communications/Lead Digital Marketing Strategist (2019 – 2021)
As the Director of Communications/Lead Digital Marketing Strategist, I create complete “digital surround” marketing campaigns for three distinct vertical brands: RCA Communications Systems, Discount Two-Way Radio, and Thunderpower Megaphones. These brands target three specific customers respectively: 1. Independent wireless communications dealers, 2. End-users working in industrial, B2B environments, and 3. A hybrid mix of businesses and consumers.
My responsibilities include:
- Architect of Top, Middle, and Low Funnel Demand Generation Strategies
- Pilot of Automated Email Marketing Campaigns
- Craftsman of Social Media Content and Analytics
- Maestro of SEO Blog & White Hat Backlinking Strategies
- Starting Centerfield for National Dealer Network
- Guru of Public Relations Strategies, Tactics, and Execution
- Creator of Amazon A+, Ecommerce, and Custom Landing Page Messaging
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- Promoting National Dealer Network (Public Relations)
- Generating Leads Through New RCA Magazine (Top of Funnel Lead Generation)
- RCA Monthly Newsletter (Internal Public Relations & Recurring Sales Effort)
- New Product Launch Video
- Amazon A+ Content Examples (Marketplace Marketing)
- Optimized Blog Articles (Search Engine Optimization)
- Landing Page Examples (Top and Middle of Funnel Lead Generation)
- Public Relations (Brand Awareness & Thought Leadership)
Promoting National Dealer Network
In 2020, the company focused on building its North American dealer network as a way to reduce customer acquisition costs and expand brand visibility.
I was responsible for developing a communications plan that grew awareness of this growth strategy through an aggressive public relations campaign that targeted specific industry publications.
Created New RCA Themed Magazine for Lead Generation
We received more than 500 inquiries from potential dealers who heard about our expansion plans. To get these inquiries into the sales funnel, I conceived, developed, wrote, designed, and edited the new RCA magazine, The Clear Signal, as a gated premium lead generation magnet.
RCA Monthly Newsletter
Within five months, we had signed more than 150 new dealers across the country to sell RCA branded communications equipment. I established a communications program to keep these new dealers excited and motivated to sell our equipment. The program included:
- Monthly webinars
- Developing a “Back-End” Dealer Portal for accessing marketing materials and technical information
- A monthly newsletter
New Product Launch
In March 2021, we launched a new mid-tier two-way radio that had ergonomic design elements, high-quality components, and extra durable construction. The campaign included producing a custom video, and extensive social media and paid social advertising campaigns. I was responsible for creating the messaging and creative elements for all of the above pieces. The radio sold-out in a record two weeks, and is currently on back-order.
Fully Optimized Blog Articles to Attract Organic Traffic
Discount Two-Way Radio has a robust ecommerce website that sells more than 4,000 electronic items. The use of optimized blog articles and landing pages helped raise our SERP visibility and increase our organic leads. These articles are examples of solid SEO protocol and engaging topics that generated clicks.
Landing Page Examples
Public Relations
Vincent Aviani 