TRACY COON RESUME

MARKETING COMMUNICATIONS, DIGITAL & CONTENT STRATEGY

Strategic marketing leader with deep expertise in brand storytelling, content strategy, and digital marketing. Proven success aligning marketing communications with business goals, driving high-ROI campaigns, and leading crossfunctional teams. Adept across B2C and B2B environments, with strengths in SEO, paid media, creative direction, and generative AI.

AREAS OF EXPERTISE

  • Brand & Content Strategy – Messaging architecture, brand storytelling, creative leadership

  • Digital Marketing – Paid media, SEO, e-commerce, social media

  • Marketing Communications – Integrated campaigns, copywriting, product launches, global collaboration

  • Leadership & Team Building – Cross-functional team management, mentorship, process improvement

  • Tools & Platforms – BrightEdge, SEMrush, Adobe Creative Cloud, Figma, ChatGPT, Microsoft Suite

KEY ACHIEVEMENTS

  • Amazon sales boosted 158% YoY on a key product through benefit-led messaging, SEO optimization, and cross-channel activation.

  • Concepted and led Disney+ x Marvel "Agatha All Along" campaign: 1MM+ Instagram views, 65% of sales via static ad, and 100% product sell-out.

  • Directed paid media content achieving an average ROAS of 773%; top-performing formats hit 1,169% (video) and 1,176% (text ads).

  • Applied LEAN methodology to reduce DTC out-of-stock rate from 39.5% to 7.5%, avoiding $915K loss and increasing customer satisfaction by 20%.

  • Created Amazon SEO and messaging framework that improved e-commerce conversions and lifted rankings by 5%.

PROFESSIONAL EXPERIENCE

Foxfire & Co.

Independent Marketing and Content Strategy Consultant, Somerville, NJ (2024 – Present)

  • Partner with B2B and B2C clients to enhance brand storytelling, messaging, and digital presence

  • Conduct in-depth audits of brand voice, website UX and content, SEO performance, and marketing channels to identify strategic growth opportunities

  • Develop content strategies and messaging frameworks to improve audience engagement and lead generation

  • Advise on integrating AI-assisted workflows and tools to improve content velocity and quality, serving as a trusted advisor on balancing AI and human outputs

  • Guide clients on SEO content planning, blog development, and paid media setup to strengthen inbound lead generation

  • Support teams with actionable recommendations to improve marketing operations, SEO performance, and content production processes

Signify (formerly Philips Lighting), Bridgewater, NJ

Head of Demand Generation, Brand & Marketing Communications (2022 - 2024)

  • Led content strategy and performance marketing for U.S. market, fueling growth and brand equity.

  • Developed generative AI governance framework for marketing org, integrating ChatGPT and Jasper AI into content workflows.

  • Drove benefit-led campaigns for Philips Hue Bridge and new product launches, resulting in major uplift in sales and awareness.

  • Executed strategic partnerships with Disney+, Samsung SmartThings, Spotify, and Marvel, delivering incremental reach and premium brand positioning.

Integrated Marketing Manager (2021 - 2022)

  • Grew Philips Hue brand awareness by 5pp among key persona via integrated marketing and PR/influencer activations.

  • Managed $15MM A&P budget and optimized spend across paid, social, PR, and influencer.

Digital Marketing Communications Manager (2017 - 2021)

  • Directed SEO strategy, enhancing organic traffic and search visibility.

  • Produced brand-aligned visual content (photo/video) to support omnichannel campaigns.

  • Deployed lead generation content across digital platforms and managed agency performance.

Digital Marketing Strategist (2013 - 2017)

  • Developed web and social content strategies to improve UX and increase demand.

  • Led localized digital activations for North America, collaborating closely with Global teams.

Hampton Forge, Eatontown, NJ

Senior Marketing Communications Manager (2013)

  • Developed brand content and launched tabletop brand’s digital presence.

  • Oversaw social media, content development, and agency-led campaigns.

Bel-Ray (currently Calumet), Farmingdale, NJ

Creative Director & Marketing Manager (2012 - 2013)

  • Directed advertising campaigns across print and event marketing.

  • Led rebrand of company website to enhance UX and storytelling.

American Standard (currently Lixil), Piscataway, NJ

Senior Marketing Manager (2003 - 2012)

  • Managed 12-person creative team and led product merchandising strategy for North America.

  • Directed packaging and in-store content development for national retail partners.

EDUCATION

  • Bachelor of Arts (BA), Thomas Edison State University

  • Associate of Applied Science (AAS), Visual Communications Technology, Ocean County College

  • Fine Art, Cleveland Institute of Art

CERTIFICATIONS

  • AI Prompting Certification – NJIT

  • Digital Marketing Certification – Rutgers Business School

  • Lean Advanced Certification (Office) – Signify

  • Pragmatic Marketing Certification – Pragmatic Institute