B2B, B2C and Membership Marketing: How My Experience Connects Across Industries
Over the years, I've worked in several different marketing environments, from automotive and manufacturing to startups, small businesses, and nonprofit organizations.
One thing I've learned is that marketing isn't a one-size-fits-all approach.
What works for an automotive dealership trying to reach consumers isn't necessarily what works for a manufacturing company selling to other businesses or a nonprofit trying to increase membership and event participation.
The audience is different. The purchasing decisions are different. And the marketing strategy needs to reflect those differences.
My experience spans B2B, B2C, and membership marketing. I bring more than 10 years of marketing experience, combining business understanding, content strategy, brand development, integrated campaigns, and hands-on creative execution.
As I look for my next full-time marketing role, I want to share how these experiences have shaped my approach to marketing and the skills I bring to the table.
My B2B and B2C Marketing Experience Across Industries
B2B, or business-to-business marketing, focuses on reaching organizations that purchase products or services for their business operations.
B2B purchasing decisions often involve multiple stakeholders, longer sales cycles, and an emphasis on business value. The messaging needs to communicate how a product or service solves a problem, improves operations, supports growth, or delivers value.
My B2B marketing experience comes primarily from my consulting work through Karri Owens Designs, where I've supported startups and established businesses across several industries.
My work includes brand development, website design and development, marketing collateral, LinkedIn content, investor presentations, business proposals, statements of qualifications (SOQs), and strategic marketing consulting.
Building Brands and Supporting Business Growth
One example is my work with Proteum Energy, where I developed the company's B2B brand foundation, including two websites, LinkedIn content, and long-form investor and executive presentations supporting a $25 million fundraising initiative.
I've also developed proposals, SOQs, and business presentations for companies pursuing new opportunities.
These projects require more than creating attractive marketing materials. They involve understanding the business, organizing complex information, communicating its value, and presenting it in a way that connects with the intended audience.
That's the part of marketing I particularly enjoy.
I like digging into a business, understanding what it's trying to accomplish, identifying gaps, and developing solutions that help move things forward.
My approach combines business understanding, creative problem-solving, and hands-on execution. I don't just look at an individual deliverable. I consider how it fits into the company's broader marketing and business objectives.
B2B Sales Enablement: My Manufacturing Background
Before moving into marketing, I spent approximately 18 years at Tessenderlo Kerley, beginning as part of the original founding sales team at Sundance Ag, a startup that was later acquired by Tessenderlo Kerley and developed into NovaSource, its crop protection division.
Working in a small, fast-paced environment gave me a strong foundation in B2B business operations, sales enablement, customer communications, and cross-functional collaboration.
I supported sales leadership through customized proposals, presentations, marketing collateral, sales reporting, territory performance tracking, and customer communications.
As part of the founding sales team, I helped establish reporting systems and operational processes that supported the growth of a top sales territory from $4 million to more than $35 million in annual revenue.
I also coordinated national sales meetings, customer meetings, and initiatives involving sales, operations, and regulatory teams.
That experience continues to influence how I approach marketing today.
I understand that marketing doesn't operate in isolation. It needs to support sales, communicate business value, strengthen customer relationships, and contribute to the organization's broader objectives.
B2C Marketing: Connecting Brands With Consumers
B2C, or business-to-consumer marketing, focuses on reaching individuals who purchase products or services for their personal use.
Consumer marketing often involves creating awareness, communicating benefits, building trust, and encouraging customers to take action.
My corporate marketing experience includes extensive B2C work in the automotive industry.
DealerOn: Managing Email Marketing for Automotive Dealerships
From 2021 to 2025, I managed end-to-end email marketing campaigns for automotive dealership clients at DealerOn, supporting brands including GM, Nissan, Ford, Hyundai, Bentley, Rolls-Royce, Acura, and Cadillac.
My responsibilities included content development, audience segmentation, email production, quality assurance, deployment, UTM tracking, performance reporting, and client communications.
I developed and deployed more than 50 targeted email campaigns monthly across sales, service, and event promotions, achieving 17% unique open rates and 5% click-through rates.
I also advised 20 dealership accounts on lifecycle and promotional email strategy, influencing $4 million in combined monthly revenue.
Beyond campaign execution, I improved efficiency by 30% through streamlined standard operating procedures and scalable workflows. I also established the program's first email performance reporting framework, which leadership adopted for team-wide use.
My client relationships and campaign performance contributed to more than 90% dealership client retention.
This position combined B2B client relationships with B2C campaign execution. The dealerships were our business clients, while the email campaigns were designed to reach individual consumers.
Managing multiple accounts required organization, attention to detail, strong communication, and the ability to coordinate campaigns across different brands and client needs.
It also strengthened my experience in marketing automation, CRM systems, campaign analytics, and performance reporting.
RACCR Automotive Group: Multichannel Marketing Across Automotive Brands
My experience at RACCR Automotive Group expanded my background in consumer marketing.
I managed marketing campaigns, brand communications, social media, online reputation, events, and community outreach across Porsche, Audi, Volvo, and Subaru.
One of my major projects was leading the Audi Gilbert grand opening, managing a budget exceeding $50,000 and coordinating an event attended by more than 350 people.
My event marketing work contributed to more than $750,000 in vehicle sales and $250,000 in charitable donations. The Audi Gilbert grand opening also helped drive a 30% increase in local market penetration.
I grew the dealership group's social media presence by 15%, launched new social media channels, and maintained a 100% response rate to customer reviews while ensuring compliance with automotive manufacturer brand requirements.
Working across multiple brands taught me how to adapt messaging to different audiences while maintaining brand consistency.
It also reinforced something I continue to apply in my work: Marketing channels shouldn't operate independently. Website content, social media, email, events, and other communications should work together to support the same objectives.
Membership Marketing: Building Engagement, Participation and Community
Another significant part of my experience involves developing and executing marketing programs for membership-based nonprofit organizations.
Through Karri Owens Designs, I've worked with the American Buckskin Registry Association (ABRA) and the Arizona Motorcycle Riders Association (AMRA).
Both organizations serve specialized communities, but their marketing objectives differ from those of traditional businesses.
Membership marketing focuses on communicating value, increasing participation, promoting programs and events, and strengthening an organization's presence within its community.
American Buckskin Registry Association: Building a Brand and Comprehensive Marketing Program
My work with ABRA began with individual marketing projects and evolved into developing and managing a comprehensive marketing program for the association.
I established ABRA's brand identity and website and developed a coordinated marketing approach encompassing SEO, AEO/GEO content strategy, email marketing, social media, print communications, video, and event promotion.
I also manage the association's annual rulebook and World Show program, including content editing, layout, and print production.
With limited direction, I took the initiative to identify opportunities, strengthen brand consistency, improve the association's digital presence, and develop marketing activities that support its broader objectives.
My work has contributed to a 15% increase in membership, 50% growth in website traffic, and 50% growth in social media. I've also achieved top organic Google search rankings, with targeted keywords reaching positions 1–3.
The 2026 ABRA World Championship Show provides another example of how coordinated marketing can support organizational growth.
Through multichannel marketing communications, including website content, SEO, email, social media, and event promotion, I helped support significant year-over-year increases in participation.
Online entries increased 30%, exhibitors increased 20.8%, horses increased 30.8%, class entries increased 14.4%, and stall reservations increased 13.5%.
This work demonstrates my ability to look beyond individual assignments, identify opportunities, develop a strategy, and execute across multiple channels.
Arizona Motorcycle Riders Association: Integrated Marketing, Video and Sponsorship Growth
As AMRA's Sponsorship and Media Officer, I built and manage the organization's website and integrated marketing program supporting its championship racing series.
My responsibilities include website management, SEO, email marketing, social media, graphic design, video production, event promotion, and sponsorship development.
I've worked to strengthen AMRA's digital presence, improve communication with racers, increase event awareness, and create greater value for sponsors through coordinated marketing efforts.
The results include 65% social media growth, website traffic doubling since 2025, and email open rates exceeding 35%.
Sponsorship development has also become an important part of my work.
I've developed and promoted sponsorship opportunities that connect businesses with Arizona's off-road motorcycle racing community, combining business relationship development with marketing strategy and execution.
In 2026, I generated $18,000 in annual sponsorship revenue, representing 67% growth over 2025. Race attendance also doubled in 2026.
Video marketing is another area where I've expanded my capabilities. I produce race highlights and promotional videos that build excitement, communicate important event information, recognize sponsors, and encourage participation.
I enjoy bringing all these pieces together, from developing the strategy and creating the content to reviewing performance and identifying opportunities for improvement.
What Connects My Experience Across These Different Marketing Environments?
Although B2B, B2C, and membership marketing serve different audiences, the foundation of effective marketing remains consistent.
You need to understand the organization, know who you're trying to reach, communicate the right message, and give people a clear reason to take action.
My experience has allowed me to develop and apply those skills across different industries, business models, and marketing channels.
Here's what I bring to the table.
Business understanding. My background in manufacturing, sales enablement, automotive, and consulting helps me understand how marketing connects to broader business objectives.
Marketing strategy and problem-solving. I look at the big picture, identify gaps, and develop practical solutions that support an organization's goals.
Creative and technical execution. With a bachelor's degree in visual communication and more than 10 years of experience using Adobe Creative Suite,
I can move from developing an idea to producing the actual marketing materials.
Integrated marketing experience. My work spans websites, SEO, email, social media, content, video, print, events, and business presentations. I understand how to connect these channels to support a larger marketing objective.
Analytics and continuous improvement. I use performance data to evaluate marketing activities, identify opportunities, and refine my approach.
Adaptability. I've worked across different industries, learned new platforms, and developed marketing solutions for organizations with different audiences, resources, and objectives.
One of the things I enjoy most about marketing is that there's always something new to learn. Every industry, organization, and audience presents a different challenge.
And I enjoy figuring those challenges out.
Bringing It All Together
When I look at my career, I see more than experience with individual marketing channels or platforms.
I see a combination of business knowledge, creative problem-solving, technical skills, and hands-on marketing execution.
I've worked with business owners, sales teams, automotive dealerships, nonprofit boards, vendors, and other stakeholders. I've developed brands, built websites, managed email campaigns, created content, produced videos, and helped organizations communicate their value to the people they want to reach.
My experience across B2B, B2C, and membership marketing has given me the ability to understand different audiences and adapt my approach to meet their needs.
And that's what I want to bring to my next full-time marketing role: someone who can see the big picture, identify opportunities, develop a plan, and get the work done.
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