Luis Vecchio

Director, Account Management
Senior Account Manager | Account Executive

 

Experienced integrated marketing account manager with expertise in client-facing solutions through performance marketing tactics, product and traditional advertising. as well as brand development, and graphic design.

Consistent record of creative problem-solving and analytical collaborations in cross-functional goal-based teams.

Bio

Experience

June 2018 – Present

Principal Account Manager

Manage web development projects, in tandem with leading brand architecture and brand guidelines development, the voice of customer research, and marketing campaigns. Partner with a team of marketing vendors to fortify account relationships, implement client marketing strategies, execute marketing strategies, and performance analysis. Demonstrated ability to work independently through oversight of P&L, contract negotiations and research, budget, accounting, and payroll.

April 2020 – January 2021

Strategic Account / Product Marketing Manager

  • Introduced revolutionary platform product to six separate markets, successfully bringing 11 enterprise companies under NDA and LOI to jointly perform materials validation trials.
  • Aligned with the technology group to analyze product performance data, extending the positioning of product marketing into new commercial and consumer markets (estimated market size of $7B).
  • ​Utilized industry and product competitive analysis to identify value propositions, product positioning, and product pricing: increased product marketing engagements 10x and team lead generation 8x.

June 2018 – March 2019

Product Marketing Manager

  • Drove product development and integrated marketing strategy, consult with the app development team, market research, and online advertising vendors. Managed the creative procurement and design process.
  • Analyzed trends and presented recommendations to team and investors using ROI-focused data through various methods, including value vs effort, weighted scoring, story mapping, and weighted job shortest first.
  • Managed user acquisition and user engagement pre- and post-product launch. Grew beta testers by over 200% and marketing funnel by nearly 1000%
  • Managed strategic growth plan, development, and marketing burn rate ($8K/monthly advertising spend), identifying cost-saving and new organic growth opportunities. 84% within budget.

February 2016 – May 2018

Marketing Strategist / Account Supervisor

  • Developed and executed integrated communication strategies for 16 diverse client industries, working closely with internal teams to ensure consistent messaging, creative assets, and on-time delivery of campaigns.
  • Monitored campaign performance and made data-driven adjustments to optimize results, increasing engagement rates and improving client ROI across social media, email marketing, and advertising channels.
  • ​Restructured product and pricing model to generate 17% cost savings for the agency, resulting in increased efficiency, client satisfaction, and delivery time.

July 2013 – January 2016

Marketing Project Manager

  • Guided the creative procurement and design processes; managed budget and SAP in Spanish.
  • Developed and implemented a digitally based reporting tool using market research and customer analytics to optimize and plan to message and improve existing internal and vendor processes.
  • ​Gained valuable experience in brand acquisitions and divestitures, working to equip and empower internal business units for a fast and ever-changing marketplace, including governmental guidelines and local laws.

Results

Utilized Co-op funds (accruals), cross-market media buys, lead gen platforms, and CRM integration and management to develop a $680K business pipeline.

Aligned with the technology group to analyze product performance data, extending the positioning of product marketing into new commercial and consumer markets (estimated market size of $7B).

Aligned with sales and marketing business units to identify client needs and fill those gaps, closing on $140K in incremental sales opportunities by bringing those services in-house.

Expertise

  • Account Management
  • Growth Strategies
  • Marketing Campaigns
  • Cross-Functional Teams
  • Advertising
  • KPIs
  • Marcom
  • Brand Marketing
  • Business Strategy
  • Customer Relations
  • Key Relationship Management
  • B2B
  • Data Research/Analysis
  • Key Accounts
  • Market Penetration
  • C-Level Communication
  • Task/Time Management
  • Messaging Strategies
  • Client Presentations/Proposals
  • Social Media
  • SWOT Analysis
  • Vendor & Client Relations
  • Web Development
  • Digital Marketing
  • Sales/Business Development
  • Strategic Analysis
  • Problem-Solving
  • CRM
  • Manage Projects
  • Target Market Research
  • Content Marketing
  • Online Advertising
  • Integrated Marketing
  • Marketing Technology
  • Marketing Communications
  • Project Management

Meet Luis

Education

Bachelor of Science (BS)
Business Administration/Economics

Testimonials

Jay Phillion, CEO Prime Performance Services

I doubled my sales in 2020. Luis knew his stuff. He had the right contacts and the right resources. I had no idea how much work goes into a website and how technical the whole thing is, but Luis took care of it. He Made the process simple. From the wording and the message I wanted to get across to the branding, everything was spot-on for me. Luis and his team delivered exactly what I envisioned. I’m very, very satisfied.

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Shawn Kriesch, President SK Environmental

I am reaching 8 new markets now. I came to Luis because I needed a website, but he and his team gave me way more than that. Now I have a tool that will help me reach 8 new markets and seriously increase sales.

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Matthew French, President at Hub Scientific & Founder of Swet Saunas

Luis and I have been connected professionally and with non-profit work. With my businesses, Luis has consistently been a thought partner and sounding board. It is impressive his ability to start conversations and come up with ideas for your business. He runs a great web and branding firm, though his understanding of business and improving operations is something I would recommend just as much to anyone.

Additionally, as a Co-Founder of the William B. Wondergem Foundation (Billy Bear Hug), I was happy with Luis’ ability to jump right in with new ideas that not only challenged the status quo but also improved our fundraising capabilities.

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Q&A

Why did you choose your profession?

I have always looked for creative outlets and enjoyed the concept of entrepreneurship. When looking at the landscape of a business, marketing/advertising/sales are one of the few divisions that get to touch on nearly every aspect of the operation. Additionally, there is always a story to tell and data to learn from, which keeps it fresh. Leaning more towards the agency aspect, I like helping solve problems, and in the agency world, you are exposed to many different companies with varying problems. Building on that, it is exciting to learn about new operations or industries. It keeps you in tune with what is happening in the world.

Who are you main influences?

As with any young man, my father and my grandfathers were all tremendous role models for me. Though from incredibly different backgrounds, they all actively demonstrated characteristics that are industry agnostic. What do a Nuclear Engineer, Thoracic Surgeon, and Manufacturing Entrepreneur have in common as a lesson? People and Effort. Cultivate relationships and build strong foundations with an expanding network. Work diligently and enthusiastically. The only way to not “put in the hours” is to find better ways to do things. Get to trying.

What is your greatest accomplishment?

I think my greatest accomplishment is yet to come. Though professionally, I see a few examples. Some are more specific than others.

  • I created my own marketing agency. That was not a side business, but that was a strong enough business that it paid for my life for nearly two years. I created large amounts of additional income for my contractors during a downswing in the economy. Supporting the growth of new businesses that are also putting money into the economy.
  • After university, I took a job in Argentina. I not only assimilated to the culture and operated professionally in my second language, but I actually thrived and have plenty of professional and personal stories to share from that experience.
  • My final one is a bit more concrete but less professional. During the pandemic, I took over as Chair of the Make-a-Wish Michigan’s Emerging Leaders Council. The goal was to maintain our performance, fundraising, and friend-raising during the pandemic as members dropped off, in-person events were canceled, and donors tightened their purse strings. We accomplished this in a few ways. Pivoting to and optimizing virtual events, collaborating with businesses that needed exposure. Leaning into corporate fundraising, finding value for our big donors, and creating a strong story for their brands. And finally, by creating a lean operating board that could be relied on to retain donors and push deeper into networks to find new supporters.

What tools do you use?

  • Analytics tools like Google Analytics, Facebook Analytics, mixpanel
  • Social media management tools: Hootsuite, Sprout Social, Podbean
  • Email marketing software: Mailchimp, Constant Contact, and Campaign Monitor.
  • Customer Relationship Management CRM: Hubspot, Salesforce, SAP, Zoho
  • SEO tools: SEMrush, Yoast, and Moz
  • Graphic design software: Adobe Photoshop, Illustrator, Figma, and Canva.
  • Project management software: Trello, Asana, Monday, Basecamp, Clickup.
  • Advertising platforms: Google Ads, Facebook Ads, and LinkedIn Ads
  • Email and Communication: Microsoft 365, Google Suite, Slack, Teams
  • Video Conferencing: Zoom, Hangouts, Handshake
  • Sales intelligence tools: ZoomInfo, LinkedIn Sales Navigator, LeadForensics InsideView.
  • Presentation Tools: Keynote, Powerpoint, Google Slides
  • ​Google Sheets and Microsoft Excel

What advice would you give someone starting out in your profession?

Lean into the analytics. Creatives and creativity is a skill set. If you cannot choose a specific skill, whether it be design, development, digital marketing, or ad buying, you need to understand analytics.

INTERESTS & HOBBIES

Cycling

Reading

Boating / Fishing