Joanne Troxel

Strategic Marketing Leader with over 15 years of experience driving brand strategy, multi-channel campaigns, digital engagement, and community partnerships across a multi-brand consumer portfolio. Proven record in establishing marketing operations, managing multi-thousand-dollar budgets, and leading cross-functional creative teams to achieve measurable audience and revenue growth. Adept at modernizing legacy brands, orchestrating go-to-market campaign launches, and building high-trust civic, customer and client relationships throughout Northeast Wisconsin.

PROFESSIONAL EXPERIENCE

Marketing & Promotions Director | 2016 – 2026

Led marketing strategy, brand positioning, and campaign operations for a six-brand regional media portfolio. Built the centralized marketing department from the ground up, managing annual budgets and directing cross-functional collaboration across sales, creative, digital, programming, and leadership.

Brand Strategy & Launch Leadership

• Legacy Brand Modernization: Executed visual identity overhaul, refreshed positioning, and digital platform redevelopment for a 100-year-old news brand (WHBY).

• Go-to-Market Brand Launch: Directed end-to-end go-to-market strategy for a new lifestyle brand (104.3 The Fuse), encompassing audience positioning, creative assets, and cross-departmental execution.

• Corporate Rebranding: Managed corporate brand transition to Woodward Community Media, ensuring visual and messaging alignment across digital properties, B2B sales decks, and PR assets.

• Audience Repositioning: Overhauled creative direction for 105.7 WAPL and 95.9 KISS FM to expand market presence and attract target advertiser demographics.

• Digital Campaign Activation: Concepted and scaled a multi-channel digital event ("Mascot Bracket Challenge"), driving 28,326 verified votes and over 3,000 new subscribers to the email marketing database.

• E-Commerce & Digital Revenue: Launched brand-specific digital merchandise and advertising-partner gift certificate platforms, establishing recurring digital revenue streams.

• Cause-Marketing Impact: Directed annual 12-hour cause-marketing campaign ("Combat Hunger") across 6 brands, coordinating broadcast, digital, and venue logistics to collectively fund nearly 230,000+ meals for local veterans.

• Departmental Infrastructure: Built end-to-end marketing SOPs, resource allocation protocols, and cross-training frameworks to streamline campaign execution.

• Operational Continuity: Standardized workflow processes to maintain 100% operational stability and campaign delivery during a 6-week management leave.

• System Migrations & Compliance: Led multi-station digital platform migrations, Microsoft enterprise integrations, and legal compliance frameworks (contest rules, vendor contracts, risk mitigation).