Karin King

karin_king@comcast.net • 901.734.0652 • LinkedIn

Marketing Strategy  |  Team Leadership  |  Market Expansion  |  Spin Teacher

●      Results-focused marketing leader with 15+ years of experience leading B2B initiatives, specializing in campaign strategy, budget optimization, and omnichannel execution.

●      Experienced people manager with success leading teams of up to 7 and coordinating internal and external partners to deliver cohesive, deadline-driven marketing programs.

●      Analytical performance driver with deep expertise in marketing ROI, sales enablement, and creative operations, delivering $3M+ in total revenue impact.

Experience

Sylvamo (formerly International Paper)                                                                                            2021 – 2025

Senior Marketing Manager

Led strategy and brand growth for B2B print products in global manufacturing, launching three major initiatives that drove a 1.5x ROI on $1.5M budget and expanded market share.

●      Identified a portfolio gap in entry-level inkjet paper, then convinced executives to greenlight a new value-tier product line and launched "Simply Inkjet,” adding $1M revenue in 4 months and doubling YOY sales.

●      Repositioned underperforming high-end inkjet paper by co-branding with OEMs and launching a children’s book series as a customer acquisition tool, increasing market share by 43% (14% to 20%).

●      Retired a legacy brand after conducting a comprehensive portfolio and operational audit, then merged overlapping SKUs into a single line, saving $2M annually and increasing efficiency by 28%.

●      Revamped a costly monthly campaign into a quarterly print magazine by leveraging automation and content strategy, cutting distribution costs by 90% and increasing subscriber reach by 30%.

●      Created and led omnichannel campaigns using influencer partnerships, social content, and targeted print collateral, growing brand awareness by 35%.

●      Managed creative agency and led cross-functional collaboration with sales, product, and supply chain teams to deliver marketing operations at scale.

●      Introduced marketing automation best practices and brand governance processes to protect brand consistency across platforms.

●      Created brand storytelling content that aligned with audience segmentation and customer journeys, improving engagement and retention.

International Paper                                                                                                                                       2012 – 2021

Senior Marketing Manager                                                                                                                2016 – 2021

Owned campaign performance and budget management for a portfolio of print products, improving ROI, sales alignment, and customer engagement through strategic planning and creative execution..

●      Identified the need for marketing performance visibility, then convinced marketing, sales, and IT to adopt HubSpot and implemented the CRM and campaign tracking, increasing brand awareness by 35% and improving ROI reporting.

●      Led a team of Associate Marketing Managers and external consultants, while effectively influencing key stakeholders to drive alignment and execute strategic marketing initiatives.

●      Spearheaded external agency and cross-functional collaboration to deliver integrated campaign strategy across print, digital, and events.

●      Led end-to-end strategy and execution for B2B sales conferences, including booth design, collateral development, speakers, and event strategy to maximize lead generation and brand visibility.

●      Synthesized complex data and business insights into compelling, strategic reports for senior leadership; regularly contributed to monthly and quarterly business reviews and ad hoc analyses.

Customer Marketing Manager | International Paper                                                                        2012 – 2016

Led GTM and promotional planning for national retailers, aligning sales and marketing to drive double-digit revenue growth.

●      Identified opportunity in GTM alignment for retail accounts, coordinated marketing and sales on tailored campaigns, increasing volume up to 15% per partner.

●      Led integrated monthly campaigns across print and email, boosting customer engagement by 20%.

●      Researched and implemented new GTM strategies, generating a $250,000 lift in customer revenue with each additional promotional placement.

●      Developed brand and product positioning across diverse retail partners, supporting packaging, promotions, and creative development.

Prior Experience

Temple-Inland | Sales Manager

International Paper | Sales Manager

International Paper | Pricing Manager

International Paper | Supply Chain Specialist

Champion International | Customer Service Specialist

Education

The Ohio State University | Bachelor of Science, Hospitality Management

Emory Executive Education | Market Based Value Creation

Emory Executive Education | New Product Market Analysis

International Paper Leadership Institute | Driving Results Through Influence

PROFESSIONAL AFFILIATION

American Marketing Association (AMA)

AWARDS AND HONORS

Summit Emerging Media Awards – Visionary | Apollo and the Treehouse                                                 2024

Summit International Awards – Platinum | DYK Magazine                                                                           2024

MUSE Creative Awards – Silver | DYK Magazine, Accent On Adventure (& 3 others)                              2024

MUSE Creative Awards – Gold | Digital Flipbook                                                                                         2023

Vega Digital Awards – Arcturus | Accent Opaque Portfolio Exchange                                                       2021

Inkjet Innovation Awards – People’s Choice | Apollo the Spacedog                                                           2019