Randall Hall | Professional Profile
SUMMARY | My goal is to help companies make their products and services memorable, engaging and valued by the people who use them.
As an accomplished hands-on creative and team leader, I thrive on the creative problem-solving process and the results of successful outcomes.
I believe market-piercing creative is a marketer’s secret weapon to accelerate business growth and brand affinity. I value curiosity, collaboration, authenticity and vision.
My strategy-driven creative solutions contributed to the success of Fortune 100 companies as well as venture-backed entrepreneurial organizations.
Advanced competency to direct creative work and provide leadership with sound underlying strategy. Hands-on creative, driving projects from concept to fulfillment.
Demonstrated ability to translate business goals and objectives into brand-building solutions that accelerate market expansion and revenue growth.
Full-funnel, integrated marketing strategy with on-going management. Successful execution for lead generation, go-to-market campaigns, prospect engagement, sales enablement, customer retention, and brand affinity.
Up-to-date with technology, marketing, and social trends. Wide and in-depth project expertise.
I accelerate business results for globally recognized brands —
and brands that aspire to be globally recognized.
My experience and skills are at the intersection of Full-Stack Marketer and Creative Director. I believe creativity is a marketing initiative’s secret weapon in a competitive environment.
Marketing Communications Manager | CGS, Inc. | Global, enterprise multi-solutions: business applications, enterprise learning, and business process outsourcing services. Headquarter Office: New York, NY
> Collaborated and strategized with a global multi-disciplined marketing team to serve the four different business units of CGS: ERP/PLM/B2B e-commerce Applications, Enterprise Learning using Immersive XR, Business Process Outsourcing services, and Information Technology services.
> Campaign development and successful execution for lead generation funnels: Top: ads, tradeshow materials, email campaigns — Mid: landing pages, high-value content (i.e. eBooks, industry influencer podcast events, data sheets/solution briefs, videos) — Bottom: Powerpoint presentations. Contributing to results: increasing revenue to marketing spend from 11:1 to 28:1, increasing average deal size ~10%+ while reducing marketing costs 20%.
> Hands-on visual brand development/graphic design and writing for wide variety of assets: online ads/social posts, extensive PowerPoint presentations, data sheets/solution briefs/ brochures, landing pages, email campaigns, and videos.
Highlights:
Increased campaign email click-through rates 20% and doubled lead generation through better messaging, streamlined processes/campaign flow, stronger calls to action, and more strategic landing pages.
Lead the brand refresh for CGS’ ERP/PLM solution, BlueCherry, which included logo, design treatment examples for any visual assets and graphics style guide (logo options, fonts, color palette, icons, graphical shapes, imagery, copy tone/voice.)
Developed comprehensive website plan for complete redesign for all divisions. Wireframes for content, user journey, strategic optimization for conversions.
Marketing Manager | BlueVolt | Learning Management System focused on manufacturing & distribution channels | Portland, OR
Responsible for company brand and brand development for all SaaS products as well as digital lead generation and sales enablement. Reported to company VP.
> Formulated the company brand evolution and brand development for all SaaS products and marketing assets. Reported to company VP.
> Design for all marketing communication materials, online advertising and assets which included: e-newsletters, landing pages, email nurturing/drip campaigns, live & online events, print collateral, presentations, social campaigns, and digital & print advertising.
> Responsible for development and daily management of all website content.
> Collaboration with cross-department stakeholders, and project management with internal and outside resources to complete projects.
Highlights:
Hands-on redesign of company websites and brand refresh for all forward-facing marcom materials. Creation and launch of comprehensive, easy to navigate online brand guide.
Created lead generation funnels for prospect segments: e-newsletters, print & online advertising, email campaigns and strategic landing pages that resulted in 300% increase in product demo requests.
Launched customer self-help portal which resulted in improved customer satisfaction and lowered in-bound support requests.
Marketing Communications Manager | Anitian | Cybersecurity and cloud-deployed security & compliance automation | Portland, OR
Responsible for marketing strategies and execution to evolve the Anitian brand and build lead generation pipeline for Anitian’s emerging products. Driving creative direction and brand awareness for Anitian’s leadership identity in the marketplace. Collaborating with company leaders to develop and refine messaging, visual design, and objectives. Management and guidance for in-house team and outsourced contractors, writers, designers, lead generation agencies, video production and creative agencies. Reported to CEO/Founder.
Highlights:
Hands-on design and implementation for company-wide rebranding with application to all visual materials as well as UX/UI design for Vision, Anitian’s security and compliance automation platform.
Creative direction for promotional and explainer videos.
Successful and timely execution of lead-generation campaigns including advertising, tradeshows, email, social media, content sponsorship, and other channels that resulted in consistently increased leads (MQLs) delivered to the sales team with 25%-50% new contract revenue.
Developed full-funnel strategies with segmentation for market penetration into new markets for industry-leading compliance and security automation products.
Creative Strategist | APCON, Inc. | Solutions for network monitoring | Wilsonville, OR
Lead the design and development of APCON’s online platforms for more engaging, interactive and contemporary user experiences. Reported to CEO/Founder.
> Managed and collaborated with internal and outside agency programmers for the successful completion of all projects.
> Hands-on UX/UI design: company website, customer support site, partner portal, and company intranet site.
> Designed tradeshow booth, printed promotional materials, presentations and other support for marketing and sales team.
Highlights:
Company public-facing website: Increased KPI (downloads for data-sheets) 476% within 3 months of website redesign/launch.
Complete redesign with ongoing team collaboration and management to launch four online properties with hands-on graphic design for all screens, graphics, and interactive experiences.
Designed innovative and streamlined experience for the customer support site reducing load for phone support and increasing customer satisfaction.
Creative Director | Smarsh, Inc.
Leading online archiving & compliance solutions provider | Portland, OR
Responsible for the corporate brand and design consistency of all company communications including online, print and experiential.
> Lead company-wide rebranding, including hands-on logo redesign and developing graphic standards guide and templates.
> Established multiple promotion channels for online and print campaigns contributing to 5 years of accelerated growth (recognized by Inc. 5000 and Deloitte).
> Managed internal and external resources and vendors to support marketing and sales team initiatives.
Highlights:
Completion of over 100 projects per year for 5 years with overlapping and competing deadlines and priorities.
Designed and implemented brand strategies and campaigns for marketing programs that generated 30% of all high-quality sales leads.
UX/UI design with graphic standards for company flagship SaaS products.
Built web-deployable database solution (FileMaker Pro) enabling sales teams and vendors to quickly and easily access, search, and retrieve marketing assets.
Creative Director | Sanda Communications, Inc.
Marketing communications & advertising agency specializing in high-tech industry
Portland, OR
Supervised and lead Portland creative team and ensured coordination with team in Corvallis office. Responsible for successful execution of client projects and meeting on-going deadlines which contributed to agency profitability.
> Mentoring and guidance for the creative teams in brainstorming techniques and problem-solving skills.
> Concept development, designer and writer for key accounts.
> Initiated agency work-flow processes that streamlined project development and archiving.
Highlights:
Created integrated marketing programs from concept to implementation for agency’s key account; the High-tech Security, and the Electrical Switchgear divisions of General Electric.
Developed extensive graphic standards guide for General Electric Security division and applied to web, e-mail campaigns, direct mail, print advertising, and brochures.
Designed new graphic identity for Sanda – applied to all print and online applications.
Creative Director | Eisenberg, Inc. | A “Portland Top 10 Marketing Communications Agency” (Portland Business Times) | Portland, OR
Leadership for the successful development and completion of all client projects, from concept to roll-out. Directed and guided in-house creative team to meet and exceed client expectations while meeting critical deadlines. Reported to CEO/Founder.
> Hired and managed a wide array of off-site talent and vendors, including: art directors, production managers, graphic designers, photographers, illustrators, web designers/programmers, copywriters, and printers. On-site art direction for photo shoots and on-site press checks.
> Generated creative strategies from marketing plans in close collaboration with Account Managers and clients. Built agency-wide project management and time tracking database (FileMaker Pro) that improved billing accuracy and agency profitability.
> Co-authored marketing plans/proposals, project budget estimates, creative briefs and development schedules with Account Managers.
Highlights:
Lead agency repositioning from specialized direct response company to marketing communications agency with wide-ranging, creative service capabilities.
Design for Echo Award-winning direct response programs: Costco, IHOP, Sizzler.
National clients include: Nike, Hewlett/Packard, Best Western Hotels, Jenny Craig.
Developed numerous comprehensive business identities for entrepreneurial companies in high-tech, retail, food and health industries which included logo design, graphic standards manuals, website design, template designs for communication materials, advertising and promotions.
Sr. Creative Services Manager | IMSI | Software publisher | Novato, CA
Built and directed the 18 person, in-house Creative Services Department from the ground up to support one of the fastest-growing international software companies.
> Responsible for the brand development of all five product lines including design and production of all marketing and communication materials from concept to print. Completion of about 40 projects per month — including: consumer packaging for over 35 international software titles, brochures, sales sheets, annual reports, direct mail campaigns, POP retail displays, tradeshow booths & support materials, and website.
> Hired and managed in-house staff which included art directors, graphic designers, copywriters, illustrators, and production artists. Selected and managed outside agencies, photographers, freelancers, and vendors. On-going guidance and concept development with staff to meet project marketing objectives.
> Advised and brainstormed with product management teams for product brand strategy and provided creative direction for product naming, package design, copy, and illustration/photography.
> Established department workflow procedures and built a project management database which reduced production costs by $6,000/month, accelerated department workflow 20%, and improved effectiveness of product retail sell-through.
> Designed templates and specifications (graphic standards) used by staff to ensure design consistency for retail software product lines which became international top retail brands including: MasterClips, TurboCAD, EZ Language, and WinDelete.
Highlights:
As a key manager, I contributed to IMSI’s ground-breaking growth from a 23M to a 60M company in 3 years.
Grew MasterClips product from 500K to 10M in 3 years with trend-setting package design and print promotions.
Created award-winning and the most successful retail packaging in the software industry at the time (acclaimed by PC Magazine and national retail accounts).
EMPLOYMENT HISTORY
2022-2024: Marketing Communications Manager | CGS, Inc., New York, NY
2020-2022: Marketing Manager | BlueVolt, Portland, OR
2018-2020: Marketing Communications Manager | Anitian, Inc., Beaverton, OR
2014-2017: Creative Strategist | APCON Inc., Wilsonville, OR
2008-2013: Creative Director | Smarsh Inc., Portland, OR
2007-2008: Creative Services Director | Monkey Business Sports, Portland, OR
2004-2007: Founder / Principal | Artistry Productions Inc., Portland, OR
2003-2004: Creative Director | Sanda Communications, Inc., Portland &
Corvallis, OR
1998-2002: Creative Director | Eisenberg, Inc., Portland, OR
1994-1998: Senior Creative Services Manager | IMSI, San Rafael, CA
1987-1994: Co-Founder / Creative Director | Griffin Marketing Group, Inc.,
San Francisco, CA
EDUCATION
Academy of Art University | San Francisco, CA
Bachelor of Fine Arts; Graphic Design
Lake Tahoe Community College | South Lake Tahoe, CA
Associate of Arts; Fine Art
Software: Adobe Creative Cloud (InDesign, Photoshop, Illustrator, Animate, Acrobat Pro), MS Office, FileMaker Pro (builder/programmer level), Hubspot, Google Ads, Google Analytics, Jira, Monday. com, Wrike, Hive.
Generative AI: ChatGPT, Adobe Firefly, Google Jasper, and on a learning path for more.
CMS Platforms: Hubspot, Drupal, Squarespace, Wordpress/Divi.