MARK D. CARLSON
Pembroke Pines, Florida 33029, USA
Phone: (305) 803-5657
Email: mcarlson@billfishcreative.com LinkedIn • Linq
PROFESSIONAL SUMMARY
Seasoned Marketing and Sales Strategist with over 27 years of experience driving revenue and growth in the luxury travel industry. Owner and director of Billfish Creative LLC, with expertise in print production, web design, social media marketing, SEO, PPC, Google Analytics, and CRMs. Proven ability to develop and implement advertising solutions and media strategies that consistently exceed client expectations and boost engagement and sales year-over-year. Skilled in managing sales teams and fostering relationships with high-end travel agents and consortia. Trade show superstar.
KEY SKILLS
- Luxury Travel & Outdoor Industry Marketing
- Digital Marketing, Advertising & Strategies
- Web Design, SEO
- Social Media Marketing
- Design & Branding
- Sales & Business Development
- Brand Development & Awareness
- Budget Management & Forecasting
- Market Research & Analysis
- Project Management
- Key Account Management
- Inbound and Outbound Sales
- Public Relations
- Print Production
PROFESSIONAL EXPERIENCE
Executive Director, Billfish Creative LLC 04/2014 – Present
- Founded and operate a premier sales and marketing services company specializing in the top-tier travel and outdoor industries.
- Provide comprehensive sales solutions, branding, creative design, copywriting, digital marketing services, and public relations.
- Develop strategies, sales and marketing plans, and programs for email marketing, paid media, social media, and conversion rate optimization.
- Promote clients to top travel agents, consortiums, and tour operators.
- Notable Clients: Crocodile Bay Resorts, Tradewind Voyages, Tropic Star Lodge, MJ Larkin and Associates, Aldrich Museum.
Director of Marketing, Crocodile Bay Resort (Costa Rica)
10/2021 – Present
(Under contract with Billfish Creative)
- Lead all marketing initiatives with a primary focus on digital marketing, including SEO, PPC, email marketing, multiple websites, social media, digital and print advertisements, public relations, photography/film, copywriting, broadcast ads, and printed brochures and sales collateral.
- Key Contribution: Achieved a 30% increase in marketing engagement and conversions year-over-year by developing and implementing an integrated marketing strategy aligned with corporate business goals and brand awareness.
Director of Marketing, Tropic Star Lodge (Piñas Bay, Panama)
05/2014 – 06/2020
(Under contract with Billfish Creative)
- Directed the marketing division, providing strategic vision to maximize customer engagement and revenue growth.
- Supervised creative teams, primarily through partnerships with freelance designers and agencies, requiring strong contract negotiation skills.
- Managed marketing budgets and contributed significantly to annual revenue growth.
- Key Contribution: Increased annual revenue by 41% over three years through high-quality content creation, CRM strategies, sales efforts, market expansion, and the development of group and incentive travel programs.
EARLY CAREER
Director of Marketing, Star Clippers Cruise Line 15 years
- Scaled marketing channels and developed integrated marketing and communication plans for new and existing campaigns to F.I.T. and Agents.
- Increased direct bookings to 55% of total passengers. Increased sales with Virtuoso and Signature.
- Managed CRM systems and developed databases to track customer trends.
- Developed travel agent training materials for the Reservation Department.
Marketing Coordinator, Premier Cruise Line
- Created and executed copywriting for advertisements and travel agent collateral.
- Analyzed KPIs and conversion metrics to deliver lead generation information to sales teams.
- Print production and ad placement.
TECHNICAL SKILLS
- Analytics & Advertising: Google Analytics, SEO, PPC Advertising, SEMrush, Buzzsumo
- Design: Adobe Creative Cloud (InDesign, Photoshop, Illustrator, Dreamweaver, Acrobat Pro)
- CMS: WordPress, Joomla
- CRM: Hubspot, Salesforce, Revinate, RESCCO, Ragic, Lodgerunner
- Other Tools: Microsoft Office Suite (Advanced Excel, PowerPoint), Google Drive, Zoom, GoToMeeting, HootSuite, Trello
EDUCATION
Bachelor of Arts in English Barry University, Miami Shores, FL (1995).