Joel Kleinberg

Experience

• 

  Joelskool

  Jan 1986 - Jan 2012

  DJ

  Rock the house.

• 

  Interscope Records

  Jan 1994 - Jan 1995

  Regional Retail Marketing Manager

  Midwest Regional Retail Marketing Representative. Say that 3 times fast! In this capacity I was responsible for getting records in stores, getting them merchandised, and developing marketing programs to help them sell. I also supported the bands when they came through the mid-west. My territory stretched from Nebraska to Ohio and Minnesota to Kentucky. There was a lot of traveling, a lot of hustling, and a whole lot of fun. This was a great first job. My Bands: The Toadies, Bush, Pop Will Eat Itself, Marilyn Manson and many others. Show less

• 

  Thrive Records

  Jul 1996 - Apr 1999

  Senior Director of Retail Marketing

  As Senior Director of Retail Marketing I designed and executed all marketing plans for each Thrive release.Thrive was a small electronic music label with major label distribution. As a result Thrive releases were distributed far and wide. I had to make sure we sold those records. I built a staff of marketing resources and interns, managed the budget and created marketing programs to support our product. Initiatives included retail merchandising, consumer give-away contests, advertising, and influencer programs. In addition I maintained strong relationships with our distribution partner Warner Electra Atlantic (WEA) to ensure our premium distribution would remain intact. Notable Thrive releases (from my tenure): π Move Soundtrack, Global Underground (Paul Oakenfold, Sasha & Digweed). Show less

• 

  EMusic

  Apr 1999 - Jun 2000

  Director of Artists & Labels

  In my position at EMusic I lead the charge to change the way artists and labels distribute their music. It was a time of big change for the music industry. MP3s had arrived and everything in the music business would be different from this point forward. EMusic was at the forefront of this revolution. I was brought on to acquire content and preach the gospel. Through my network of contacts and my ability to communicate the benefits of digital distribution I was able to build a catalog of significant and relevant artists across diverse musical genres. In addition by forging strategic marketing partnerships with trusted music community entities I created opportunities for EMusic to participate in initiatives and events that benefited music lovers and demonstrated their commitment to the cultures of they artists and labels they distributed. Notable artists and labels: Thievery Corp., ESL Music, Kool Keith, Z-Trip, Nu-Phonic, Ninja Tune, Youth Brigade & BYO Records. Notable partnerships: SpikeRadio.com, EMAP Petersen, Giant Step Marketing, URB Magazine, Kappa Clothing, Lion’s Gate Films, and College Broadcast.com Show less

• 

  Preview Systems

  Sept 2000 - Apr 2001

  Music Marketing Manager

  As Music Marketing Manager I made a highly technical digital distribution solution palatable to a music industry audience. Preview Systems was a Silicon Valley start-up that had developed a secure digital distribution solution that would allow files to be sent across the Internet without fear of piracy. In laymen’s terms, this was an answer to Napster, a secure way to sell music and movies as digital files. The problem was that Silicon Valley and Hollywood speak different languages. As I was a working professional in both communities I was brought in to solve this problem. I overhauled all outbound messaging removing the emphasis from from the technology (the “how”) and placing it entirely on the benefit (the “why). Through this exercise I learned to translate engineer jargon into consumer friendly language. As I was one of the few people in the organization with this skill I was sent all over the country to speak and represent the company at entertainment industry tradeshows and media events. Preview Systems perished in the “dot bomb” but what I learned in my time there proved to be essential in my future endeavors. Show less

• 

  Centerspan Communications

  May 2001 - Sept 2002

  Senior Brand Manager

  As Senior Brand Manager I set brand strategy and managed all consumer facing aspects of CenterSpan’s Scour.net web site. When Oregon tech start-up Centerspan acquired the Scour.net brand, it needed a lot of work. I partnered with Centerspan’s marketing and product development resources to rebuild the brand from the ground up. Everything had to be considered from the brand’s identity to interface design to the content available. In addition, I defined the outbound marketing communications strategy and managed marketing resources’ efforts to bring back Scour’s loyal user base. Throughout all efforts we maintained a robust web analytics and audience feedback program in order to continuously modify and improve the website brand experience. Notable content partners: Warner Bros. Records, Warner Bros. Pictures, Sony Records, Sony Pictures, Universal Records, Universal Pictures, Interscope records, Lions Gate Pictures, ASCAP, BMI, Harry Fox Publishing, CinemaNow and eMusic.com Show less

• 

  OakTree Digital

  Jul 2003 - Sept 2004

  Account Executive

  As Account Executive, I drove all new business and managed existing clients. At the time, Oaktree was a web design and development shop with a focus on “back-end” engineering. In my position I worked with potential clients to scope their digital needs and then prescribe the solution. Once a project was sold I would then manage the account through production and launch. In order to be successful I needed to become an expert in all facets of a web experience from strategy and information architecture to engineering and analytic measurement and analysis. This expertise has proven invaluable, as marketing communication for brands has made the inevitable migration to the digital landscape. Show less

• 

  Yesmail / Infousa

  Jan 2004 - Jan 2006

  Senior Account Manager

  As Senior Account Manager I developed and produced custom email-marketing programs for each of my clients.In this position, there was as much education as there was execution for both my clients and my team. I relied on my strong communication skills to guide my clients through email marketing best practices and develop programs to meet their business needs. I used my understanding of brand to ensure the executions of our email design staff were commensurate to the value of my clients’ brands. The campaigns produced yielded a high return for all of my clients resulting in steady financial growth for Yesmail.My clients: Warner Home Video, New Line Cinema, Wild Tangent, Spark Networks, KOA, Orvis, Norm Thompson brands. Show less

• 

  Nemo Design

  Jan 2007 - Dec 2014

  Partnered with leading lifestyle, action sports, and tech brands to create integrated strategies, campaigns, and brand expressions that drove awareness, engagement, and growth.Uncovered core business and audience needs through deep client immersion, empathetic listening, and strategic challenge—shaping marketing programs that delivered cultural relevance and measurable business impactLed strategy for campaigns and launches across Nike Action Sports, Bell Helmets, Intel, ESPN, MasterCraft Boats, Salomon, and more—shaping 360º narratives that spanned retail, digital, content, and experienceLed brand reinvention of Bell Helmets, reestablishing cultural relevance with younger action sports audiencesDeveloped brand trajectories, measurement frameworks, and creative briefs that aligned business goals with culture-forward storytellingDrove business development and strategic account growth, representing up to 50% of agency revenue during tenureSynthesized consumer, category, and market research into insights that fueled creative development and client decisionsManaged day to day relationships with a number of clients representing 40%-50% of company revenueStrategy clients: Tillamook Country Smoker, Mammoth Mountain Resort, MasterCraft Boats, Oakley Show less In my dual role as Brand Strategist and Account Manager for Nemo I enjoyed the opportunity to define creative strategies and then manage the projects that brought them to life. While my responsibilities included brand and campaign strategy, creative briefing, consumer and market research and analysis, definition of goals and measurement, proposals and presentations, client services and general management of expectations, that is not a full representation of what I did for Nemo. My true talent lies in the ability to create an environment wherein creative teams and clients collaborate to discover brand and product truths and communicate them through well-designed campaigns and experiences. The solutions I have had the privilege to be a part of run the gamut from digital to environmental, print to presentation. As such I have become well versed in the proper exploitation of all channels of marketing and communications. I am proud to say our work exceeds expectations and makes the cash register ring.My clients: Nike Action Sports, Nike Snowboarding, Nike 6.0, Hewlett-Packard PSG, HP Gaming, Voodoo PC, Bell Helmets, House of Marley, Intel, ESPN, Goal Zero, Salomon Snowboarding, Bonfire Snowboarding, Timberline Lodge, Asymbol Gallery Show less

  • Account Strategist

    Sept 2012 - Dec 2014

  • Brand Strategist and Senior Account Manager

    Jan 2007 - Aug 2012
• 

  Grenade Gloves

  Jan 2013 - Jan 2014

  Marketing Consultant
• 

  Actual, Inc.

  Jan 2014 - Feb 2019

  Co-Founder, Director of Brand Activation and Accounts

  Founded a strategy-driven brand design, innovation and marketing consultancy. Our mission was to transform purpose-driven brands by finding their relevant truths and taking singular action.Oversaw company operations Worked with client leadership and cross-functional teams as an extension of their marketing practice to develop robust marketing communications concepts, plans, and assets to drive demand Co-developed and executed our unique brand building practice Co-created comprehensive turn-key brand documentation that empowers organizations to manage their brand and marketing efforts efficiently and effectivelyOversight of production and content creation initiativesRepositioned Igloo Coolers, helping lift DTC by double digits YoY and reinvigorate shelf presence at major retailersRevisited Bell Helmets branding to support product design initiatives, clarify audience profiles, and freshen up look and feelClients: Igloo Coolers, Bell Helmets, Pebble Watch, Cannondale, Clorox, Georgia Pacific Show less

• 

  Fort West

  Nov 2018 - now

  Lead development and execution of omni-channel creative campaigns, from concept to production, including brand films, digital experiences, packaging, and retail environments. Elevated creative standards across the agency, resulting in multiple Platinum award wins and sustained client success across lifestyle, tech, and consumer categories.Oversee strategic marketing and brand development, driving growth across lifestyle, tech, and healthcare sectors. Helped triple agency revenue through clear positioning, data-informed strategy, and creative excellence.Supervise 10+ creative and strategy professionals providing mentorship and support leading to successful projects, satisfied clients, and the lion’s share of the agency’s revenueKey member of the Senior Leadership Team building and realizing the company visionEssential Business Development contributor responsible for securing ~ $10.5 million in net new revenue over 6 yearsLed the first digital-first Medicare campaign for Providence Health Plan, resulting in a 43% increase in call volume, 318% increase in website traffic, 244% increase in digital enrollments, and a 508% increase in net new enrollments—setting a new performance baseline and driving year-over-year gainsChief architect of marketing and brand practices ensuring solutions are built on truths, data, and sound insights leading to outcomes that exceed expectations (traffic, sales, leads, enrollments, you name it)Partner with operations to ensure teams are appropriately utilized and projects are properly staffedWhen needed, participate in the work providing strategy, copywriting, and hands-on oversight Show less Developed and then led teams to execute Fort West’s primary brand and marketing service offering.Primary author of Fort West’s unique (and powerful) brand building and marketing communication practicesCreated a bespoke marketing strategy and design system to ensure resonant, successful campaigns Responsible for turning around Fort West’s largest client by exceeding expectations and surpassing set business goals resulting in a 2X increase in account revenue Principle copywriter developing brand messaging guidelines and penning the majority of consumer-facing messaging for all clientsClients: Providence Health Plan, Osmo by BYJU’S, PEARL iZUMi, McDavid, SafeGuard Cyber, Southern Distilling Company, Intel, WellRithms Show less

  • Senior Director of Brand Strategy and Creative

    Jan 2021 - now

  • Director of Brand Experience

    Feb 2019 - Jan 2021

  • Consulting Director of Strategy

    Nov 2018 - Feb 2019