Jillian Calsetta
Marketing Management | Lumber & Building Materials | Brand & Growth Strategy
Northeast US • linkedin.com/in/jilliancalsetta
CAREER HIGHLIGHTS
- Drove 7x revenue growth ($20M → $143M) through sustained and consistent multi-channel marketing.
- Built and managed end-to-end co-op advertising processes, securing up to 50% cost recovery on marketing investments against a $250K+ annual budget.
- Grew brand social media presence from the ground up to 3,600+ combined followers across platforms.
- Developed and executed email marketing campaigns to 2,000+ customers, consistently achieving 30%+ open rates.
- Supported launch of company e-commerce platform, extending digital reach to hundreds of end users.
- Managed trade show presence and customer events with budgets up to $40,000 annually.
SKILLS
- Strategy: B2B Brand Marketing · Multi-Channel Campaign Management · Content Strategy · Go-to-Market Planning
- Digital: Email Marketing & Automation · Social Media Strategy · Website Content · E-Commerce
- Creative: Graphic Design · Video Production · Photography · Print Collateral · Sales Enablement
- Events: Trade Show & Event Management · Experiential Marketing · Budget Management
- Financial: Co-op Advertising · Budget Planning · ROI Tracking · Cost Recovery
TECHNICAL SKILLS
Design & Video: Adobe Creative Suite (Photoshop, Illustrator, InDesign, Premiere Pro)
Email Marketing: Constant Contact
Social & Paid: Meta Business Suite (Facebook, Instagram), YouTube, LinkedIn
Web: WordPress, content management, coordination with developers
Productivity: Microsoft Office Suite, DMSi Agility
EDUCATION
B.A., Mass Communications — Public & Corporate Communications | Westfield State University, Westfield, MA
PROFESSIONAL DEVELOPMENT
Certificate in Digital Marketing Strategy | Harvard Business School Online, Boston, MA
Certificate in Search Engine Optimization | HubSpot Academy | Active Until March 2027
Certificate in Project Management Foundations | LinkedIn Learning
PROFESSIONAL EXPERIENCE
Senior Marketing Specialist | Holden Humphrey Co. | Chicopee, MA
May 2010 – Dec 2025
Internal title: Director of Marketing | Promoted from Marketing Assistant after 5 years
Led all marketing strategy and execution for a regional building materials distributor, functioning as a full creative department while partnering cross-functionally with sales, suppliers, and senior leadership to align brand investment with business growth.
Brand & Content Marketing
- Managed all content creation and curation, including original graphic design, video, photography, and print as well as supplier-provided assets, maintaining consistent brand guidelines and visual identity across every channel.
- Grew social media presence from the ground up to 3,600+ combined followers by developing original, B2B-focused content and a disciplined editorial calendar.
- Built and managed email marketing campaigns through Constant Contact, reaching a 2,000+ customer database and regularly hitting 30%+ open rates.
- Monitored email and social performance metrics and translated the data into clear insights and actionable recommendations for leadership.
Sales Enablement & Cross-Functional Collaboration
- Partnered with sales and operations teams to align marketing investments with revenue goals, product launches, and seasonal priorities.
- Enhanced customer visibility and supported sell through by designing custom in-store displays and co-branded marketing collateral in collaboration with supplier partners and the sales team.
- Supported rollout and ongoing promotion of company e-commerce platform to hundreds of end users.
Events & Trade Shows
- Owned all aspects of annual LBM Expo presence, including strategy, logistics, booth design, and on-site execution with budgets up to $40,000.
- Planned and executed annual golf outings (budget up to $15,000), customer lumberyard training events, and internal employee engagement programs.
Budget & Co-op Advertising
- Increased financial visibility, accountability, and cross-departmental alignment by building and implementing end-to-end marketing budget processes.
- Managed $250K+ annual co-op advertising budget, coordinating claims and documentation with multiple supplier partners and securing up to 50% cost recovery on marketing investments.
Marketing Assistant | Holden Humphrey Co. | Chicopee, MA May 2005 – May 2010
Supported marketing and sales operations in a fast-paced distribution environment, developing foundational expertise in content creation, collateral development, and cross-functional collaboration.
- Developed marketing collateral, product literature, and sales support materials for inside and outside sales teams.
- Managed inventory and distribution of supplier-provided sales and marketing materials.
- Assisted with campaign execution, customer communications, budget tracking, and administrative marketing functions.
- Produced original graphics and marketing collateral to support sales initiatives and customer-facing programs.
Digital Marketing Consultant | Freelance | Westfield, MA June 2017 – Present
Provided social media strategy, content development, and web support for a diverse portfolio of clients on a project and retainer basis.
- Managed social media strategy and content for a multi-day conference, nonprofit organizations, an arts podcast, and a local retail business — growing combined following to 1,400+ across Facebook, Instagram, and YouTube.
- Assisted with website launches, ongoing content updates, and maintenance to support organizational communications and visibility goals.
- Produced original visual and written content to drive audience engagement across platforms.