Carlos Albino
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About
Hands-on servant leader in Marketing, Brand, Content, Design, Customer Experience, and Digital Growth with a proven track record of driving business transformation, modernizing marketing ecosystems, aligning brand strategy, increasing brand trust, and delivering measurable revenue growth.
Experienced in leading enterprise-wide initiatives across brand strategy, content marketing, digital transformation, customer experience, demand generation, e-commerce, communications, CRM implementation, marketing technology, AI search readiness, and commercial growth within B2B, manufacturing, e-commerce, education, healthcare, and customer-centric organizations.
Known for simplifying complexity, strengthening customer engagement, and building integrated growth strategies that enhance brand visibility, improve customer experience, align cross-functional teams, and drive sustainable business performance. Adept at leading executive stakeholders, building high-performing teams, and translating strategy into scalable execution. -
Education
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Bachelor of Arts Visual CommunicationState University of New York at Buffalo1996
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Experience
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VP of Global Marketing, Sales, and Customer ExperienceJanesville, IAMar 2024 - Present (2 years 4 months)Lead enterprise-wide marketing, brand strategy, digital transformation, customer experience, and commercial growth initiatives for a national manufacturer serving municipal, education, hospitality, and public infrastructure markets. Responsible for integrated marketing strategy across brand positioning, content development, digital growth, e-commerce, customer experience, AI search visibility (AEO), CRM transformation, demand generation, and partner ecosystems supporting a portfolio of 5,000+ products.
ACCOMPLISHMENTS: Drove +400% website session growth, +300% add-to-cart actions, and +300% e-commerce purchases through an integrated digital strategy. Built content, SEO, and AI discoverability initiatives to strengthen organic visibility and emerging LLM/AI search presence. Led enterprise-wide HubSpot transformation to improve customer journey, automation, analytics, and sales enablement. Directed brand positioning and messaging strategy around quality, sustainability, ADA accessibility, and consultative partnership. Managed agency ecosystem, cross-functional initiatives, and a ~$1.25M marketing budget tied to measurable business outcomes. Spearheaded thought leadership, trade show strategy, PR, video content, and omnichannel campaigns to support growth and customer engagement. -
Brand Marketing and Business Development DirectorHigh Point, NCApr 2022 - Mar 2024 (1 year 11 months)Responsible for setting company sales targets and marketing goals. Planned, developed, implemented, and managed overall digital marketing, creative strategy, and execution. Translated branding ideas into compelling creative concepts and solutions that deliver unforgettable brand experiences and customer satisfaction. Led creative development, aligned with brand strategy, content strategy, and multimedia production. Drove the development of value propositions, positioning, and key messages to meet the expectations, needs, and wants of health-conscious consumers. ACCOMPLISHMENTS: Increased sales by 50% (2022-2023). Increased social media engagement by 35% (2022-2023). Placed products in 6 retail locations and four online sites. Opened one seasonal and two permanent Farmers Market locations. Developed, launched, and placed three new products.
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Brand DirectorHuntersville, NCMay 2021 - Apr 2022 (11 months)Led the overall brand strategy and execution plan. Oversaw the brand planning process and defined target customers and industries. Developed strategies for brand interaction and established brand-building strategies across all company channels. Led the creative team in the development of graphics, images, and messages related to product branding, datasheets, brochures, social media campaigns, advertising campaigns, and trade shows. ACCOMPLISHMENTS: Defined, developed, and documented a naming strategy for a new line of EVSE (Electric Vehicle Supply Equipment) products. Product Branding strategy included product branding, website content including videos, animations, copy, and smartphone app content. Defined the first Visual Brand Language for Atom Power (a startup company). Published brand guidelines, design tool kits, and sales communications templates.
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Customer Experience Design Studio Creative ManagerCARRIER - Kidde Fire & Safety ProductsMebane, NCOct 2020 - May 2021 (7 months)Responsible for developing and managing Kidde’s visual brand language and brand voice. Provided creative expertise, direction, and execution of photography, videography, and product industrial design. Led the execution of brand guidelines, marketing materials development, quality control processes, and product design/usability. Led a team of designers, copywriters, industrial designers, and external design agencies. Partnered with cross-functional teams, including product management, brand marketing, sales, trade marketing, and external and global partners. ACCOMPLISHMENTS: Identified a product photography and iconography strategy to drive consistency across all retailers. Drafted and implemented a packaging development process aligned with the product development/launch schedule. This process helped the organization identify roles and responsibilities, reduce the number of revisions, and accelerate time to market. Identified WorkFront® as the tool of choice to drive and manage the process.
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Global Content Development & Design ManagerGreensboro, NCJun 2016 - Oct 2020 (4 years 4 months)Accountable for the visual manifestation of UNIFI’s business strategy. Managed the content development design team. Accountable for creating, managing, and delivering high-quality graphic design content, engaging copy, and dynamic videos. Responsible for crafting strategy execution plans for both digital and traditional marketing channels aligned to support product launches and co-branding efforts. Responsible for developing and delivering white papers, sales materials, videos, and e-commerce content. Provided global support to the marketing and sales team, including B2B and B2C consumer insights, innovation, and brand communications. ACCOMPLISHMENTS: Designed multiple trade show booths for domestic and international conferences. Designed and managed the creative execution of REPREVE’s mobile tour truck design as well as the interior customer experience. Developed a dynamic retail hang-tag system to highlight and support the expansion of UNIFI’s Premium Value-Added technologies. Designed, defined, and executed an interim Visual Brand Language System to support UNIFI’s sales force. Created multiple logos to support new product launches and events. Designed multiple retail experiences for B2B customers, including displays and online assets.
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Graphic Design ManagerBISSELLGrand Rapids, MIJan 2012 - Jun 2016 (4 years 5 months)Accountable for all graphic design activities within the consumer design department. Managed BISSELL’s global product branding strategy. Responsible for preserving a consistent look and feel across all products globally. Responsible for project deliverables, graphics designers’ workloads, and personal development. ACCOMPLISHMENTS: Developed product graphics guidelines document to support BISSELL’s new global visual brand language. Identified opportunities to enhance the brand experience. Managed the design and implementation of all internal communication tools to support BISSELL’s brand activation efforts. Supported marketing directors on the execution and implementation of the new packaging and point-of-purchase strategies. Implemented internal communication tools to support brand activation efforts and reduced custom parts inventory by 50%.
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Senior Product Branding SpecialistWHIRLPOOLBenton Harbor, MISep 2007 - Jan 2012 (4 years 4 months)Accountable for the implementation and documentation of Whirlpool’s product graphics branding strategy. Worked in partnership with an international, multi-disciplinary team to ensure all product graphics retain synergy worldwide. Primary contact with designers and project managers in the United States, Mexico, and Brazil regions. ACCOMPLISHMENTS: Aligned artwork delivery process with corporate strategic goals. Alignment increased the design studio’s productivity by 50% and reduced artwork revisions by 80%. Developed and documented a process to meet the brand's design language. The process reduced the design schedule from 3 months to 3 weeks. Developed a toolkit for a point-of-sale labels strategy. The strategy saved the company over $250,000 in 2009. This new point-of-sale strategy also reduced part production and custom parts inventories by 50%.
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Art DirectorKODAKRochester, NYJul 2000 - May 2007 (6 years 10 months)Provided design leadership to external agencies, in-house designers, and production designers. Developed marketing briefs for designers outlining key objectives and estimated project hours. Researched factors that directly affected marketing objectives and future corporate design strategies. Managed a retail packaging strategy for digital cameras and accessories. Developed product branding guidelines. ACCOMPLISHMENTS: Streamlined the packaging concept review process. Documented a process that led to accelerated project schedules, meeting critical launch deadlines, and increasing market share. Formalized a label production process. Designed a template for information accessibility. The process helped increase digital camera production in two manufacturing plants in China.
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Jr. Graphic DesignerXEROXRochester, NYMay 1995 - Jul 2000 (5 years 2 months)Served as lead program interface, charged with task analysis and determining ways to convey clear messages through the utilization of color, font, illustration, photography, print, and layout techniques. ACCOMPLISHMENTS: Maximized product functionality, creating global product graphics that relayed targeted messages to a wider audience, thereby increasing overall usability. Initiated a comprehensive examination of the group procedures, resulting in a more efficient and productive workplace by documenting internal processes for future reference.
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Awards
BISSELL BOLT™ ION series
https://good-design.org/projects/bissell-bolt-ion-series/
Aesthetics & User Experience
The product design, colors, materials and surface finish give the perception of power and distinguish the unique aspects of the range and BISSELL brand at the point of purchase and in the home. Across the range, the actual in-use experience delivers intuitive ease of use, maneuverability, and ability to easily reach and clean around the furniture in the home.
Tactile materials, colour options and quality of finish were all important considerations to complement the user experience.
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KODAK DIGITAL CAMERAS - J.D. Power and Associates for the highest customer satisfaction with their digital cameras in two price categories: $200-399 and $199 or less.
http://www.digitalcamerareview.com/news/kodak-scores-with-j-d-power-and-associates/
In the second annual consumer study evaluating digital camera performance, connectivity, cost and appearance, KODAK EASYSHARE digital still cameras ranked highest in customer satisfaction in two price categories: $200-399 and $199 or less. This is the second year in a row that Kodak has captured the coveted $200-399 price segment. Digital cameras in these two segments comprise more than 85 percent of the U.S. market, according to NPD Techworld.
Twelve EASYSHARE digital cameras were evaluated as part of the $199 or less category, including the EASYSHARE C and CX product portfolios. KODAK EASYSHARE digital cameras outperformed the competition in ease of use across the board, including the compact C300.
To further enhance the “ease-of-use” experience, Kodak this year has combined a selection of C-Series and Z-Series digital cameras with the best-selling KODAK EASYSHARE Printer Dock Series 3, giving consumers everything they need to take, print and share real KODAK pictures in just seconds at the touch of a button. -
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On Coroflot@calbino, member since 2013
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