Resumé

Casually Baked | Founder and CEO

October ’15 – Present

Based in the San Francisco Bay area, casuallyBAKED is a female-owned and operated experiential product and lifestyle company focusing on cannabis for wellness and responsible cannabis education. The company was founded with the desire to showcase the responsible side of cannabis use and its enhancement of everyday experiences. Johanna is a cannabis lifestyle guide and writer highlighting the evolution of the cannabis culture.

Freelance Hybrid Marketer | USA and Europe

June ’12 – Present

Johanna utilizes 17-years of sales and marketing experience to assist international clients in rethinking their brand strategy and harnessing the power of the human connection.  She both writes and curates content for corporate blogs, creates and maintains social platforms for small businesses, manages event-marketing and social responsibility initiatives, writes and reviews corporate communication, creates visual stories, etc.

In May 2013, Johanna was hired to travel to various cities on the European leg of the Beyonce´ Mrs. Carter Show World Tour managing a VIP and Fan Club ticketing issue that arose. She was also a guest writer for a travel guide in Bologna, Italy, where she created a home base while traveling around Europe.

After moving to the Bay Area, Johanna worked with Maker Media in San Francisco, California, executing multi-platform experiential marketing programs, leading marketing initiatives for the Global Maker Faire program, and managing the Make: brand experience at Maker Faire Bay Area, National Maker Faire DC, and World Maker Faire New York.

Currently, Johanna is the corporate communications and social marketing maven for Kelleher International, an elite matchmaking service headquartered in the Bay Area.

MOMARK & Benchmark Development | Marketing Director | Austin, TX

August ’08 – June ‘12

Johanna was responsible for all aspects of defining and maintaining the brand image of the tallest building in downtown Austin and the tallest residential building in the western United States.  www.theaustonian.com

Johanna managed an international advertising and public relations campaign with a budget ranging from $750k to $1 million depending on the year. She developed and maintained The Austonian website, planned and executed sales and marketing events at The Austonian and oversaw social media and community activities for the one-of-a-kind luxury condominium project.

During the project’s construction phase, Johanna worked alongside many local organizations to create major fundraising events in the raw spaces at The Austonian.  Creating such events in a construction zone was no small feat and required months of preparation and coordination.  Some of these events include Ballet Austin’s Fete and Fete*ish ‘09, the Runway to Heaven Fashion Show ’09, and the Women’s Symphony League of Austin’s first ever downtown Designer Showhouse ’10 which coincided with the completion and opening of The Austonian.  These events raised money in support of the local arts community, Austin Children’s Shelter and Dell Children’s Medical Center of Central Texas, as well as the children’s music education programs of the Austin Symphony Orchestra.  In addition to benefiting the community, these events also gave The Austonian an enormous amount of qualified foot traffic and publicity that provided a significant boost to sales prior to the building’s opening.

Aside from her work at The Austonian, Johanna also served as Marketing Director for Edgewick, Gabardine and NorthEdge Domain, three additional urban condo communities created by the same developer as The Austonian.  For these developments, she created and executed local, multi-tiered marketing campaigns with annual budgets of $250k per community, managed upkeep on the community websites, directed social media efforts and community events, and oversaw PR efforts.

Large scale projects Johanna directed:

  • Creation of the Austonian Art Catalog highlighting The Austonian’s art collection including approximately 100 works by seventy renowned artists, many of whose works are shown in local galleries and are part of the permanent collections of highly regarded museums, cultural institutions, and corporate collections throughout the country.
  • Creation of The Austonian coffee table/picture book highlighting the project from inception to completion.

Blush Marketing | Marketing Director | Austin, TX

August ’07 – December ‘09

Blush Marketing is an experiential marketing firm focused on the professional sports industry.  Johanna was responsible for all aspects of upholding the brand image of Blush Marketing and its high-profile client base including XM Satellite Radio, KangarooTV, DevTek, UBS and MasterCard.

Johanna created multi-platform marketing initiatives, including on-site activation and localized advertising campaigns, to assist in the success of clients’ sales and marketing efforts to sports fans.  In conjunction with this, Johanna managed the execution of these multi-million dollar programs, which connected consumers with new technology at sporting events and enhanced their “fan experience.” Cross-promotional partners included The PGA TOUR, various NFL teams (Houston Texans, Miami Dolphins, Seattle Seahawks, Washington Redskins) and MLB All-Star Week.

In addition to creating and managing experiential marketing campaigns, Johanna managed a team of 250+ independent contractors located across the country.  She also led the creation of corporate identity packages for start-up clients.

KKMJ-FM Senior Account Manager | Entercom Radio | Austin, TX

August ’06 – August ‘07

KLBJ-FM Account Manager | Emmis Communications | Austin, TX

August ’02 – July ‘06

Johanna was responsible for all aspects of advertising sales at KKMJ-FM and KLBJ-FM as a 100% commissioned account manager.  In this role, she researched, secured and developed new radio advertisers through cold calling and sales presentations, managed and up-sold actively billing accounts of $800k, including advertising agencies in New York, Dallas, Houston, Ft. Lauderdale and Austin.  In addition to spot radio sales, Johanna produced non-traditional revenue (NTR) through creation of non-spot programs, interactive campaigns, events and dealer group programs.  Johanna served as a team leader in Marketron Solutions, an integrated sales, traffic, and business software system and was also a Brainstorm Facilitator, leading groups of 10-15 in sessions designed to assist clients in determining the best means of accomplishing their marketing objective(s).

  • Salesperson of the Month: Mar ‘03, May ’03, Jul ’03 and Quarterly Chairman’s Club Winner: Feb ’05, May ‘05

Interep Radio ~ CBS Radio Sales | National Account Executive | Dallas, TX

April ’01 – July ‘02

Interep National Radio Sales Inc. specialized in representing radio stations across the country selling broadcast time for national spot advertising.  Johanna was chosen as one of only nine in the country to attend Interep’s 14-week Radio Apprentice Program in New York City; she graduated from the program in April 2001 as the #1 prospect in her class.  She accepted a position in Dallas and worked with local advertising agencies on transactional business for over 40 CBS radio stations across the country (Some markets included: NYC, LA, Chicago, Miami, Dallas, Houston, Boston, Baltimore, DC, Atlanta, San Francisco).  Aside from transactional business, Johanna was responsible for new business development and participated in Interep Dallas’ Re-Direct Business Initiative.