Brianna J Winter

Lead strategic employer brand and recruitment marketing initiatives supporting national talent acquisition efforts for skilled trade and automotive technician audiences. Partner cross-functionally with talent acquisition, business leaders, creative agencies, and marketing teams to develop data-driven campaigns that strengthen brand perception, increase candidate engagement, and improve hiring outcomes.

Key Contributions & Impact

• Develop and execute recruitment marketing strategies aligned to hiring priorities across multiple Cox Automotive business units, translating workforce needs into targeted marketing initiatives and campaigns.
• Serve as strategic advisor to Talent Acquisition and business leaders, providing market insights, audience trends, and channel recommendations to attract hard-to-hire technical talent.
• Lead end-to-end planning of employer brand campaigns across paid media, social, video, events, and digital platforms, optimizing messaging and channel mix based on performance data.
• Partner with internal stakeholders and external agencies to produce high-impact creative assets including brand videos, technician storytelling content, landing pages, and recruitment collateral.
• Analyze campaign performance metrics (applications, leads, engagement, conversion trends) and deliver actionable reporting and optimization recommendations to leadership.
• Spearhead thought leadership and storytelling initiatives that elevate brand visibility and position Cox Automotive as an employer of choice within the automotive technician market.
• Leverage AI tools to scale content development, streamline workflows, and enhance marketing efficiency while maintaining brand voice and strategic alignment.
• Lead research-driven initiatives including technician focus groups and audience insights programs to inform messaging strategy and candidate experience improvements.
• Manage complex cross-functional projects and timelines, aligning marketing, recruiting, and creative partners to deliver initiatives on schedule and against business objectives.
• Support early-talent and industry partnership strategies to expand long-term talent pipelines and strengthen brand presence within technical education communities.

• Strategically research and plan media for 10+ Higher Education clients with a proven success rate of surpassing projected clicks, leads, and acquisition goals for search, social, awareness, direct response and lead generation campaigns
• Retain clients by continually elevating their brand awareness, proven through pre and post studies, and/or generating quality leads tracked through to sale
• Implement paid media strategy with a proven track record of increasing interactions, clicks and leads and other KPI's.
• Strategically execute SEM tactics resulting in an increase of conversion rates of 15-20%, on average
• Successfully optimize media with an analytical and detail-oriented mind-set resulting in a consistent reduction of CPCs and CPLs and increase in quality net new leads
• Advise on campaign architecture, back-end tracking structure, creative, messaging, target markets, content creation and overall marketing strategy
• Increased client spending from under $100K to over $500k per year by consistently delivering high-performance campaigns that exceeded client expectations in matriculation (enrollments)
• Execute buying decisions based on target depth, demographic analysis, reach, and frequency while utilizing strong negotiation skills to achieve the most aggressive rates in the industry
• Conducted data analysis and created reports to track progress against goals.

• Worked on the media team that plans and executes over $160MM in paid social campaigns across Hulu
• Developed and executed yearly budgets to purchase yearly acquisition of books, periodicals, supplies and computer software and hardware.
• Streamlined operational processes and workflow to increase efficiency of team performance and resource allocation.
• Increased brand awareness through creation of innovative print and digital productions for major publications.
• Trained two associates after being in role for one month and continued to nurture their growth.
• Work closely with key client stakeholders in developing the overall paid social strategy and channel budget allocations for each campaign (over 50 unique campaigns)
• Monitor project milestones to ensure the desired ROI throughout the campaign.
• Manage relationships with partners and led RFP evaluations with Meta, Snapchat, Pinterest, TikTok, and Twitter

• Developed marketing content such as blogs, promotional materials, and advertisements for social media.
• Monitored online presence of company's brand to engage with users and strengthen customer relationships.
• Designed and implemented social media strategies to align with business goals.
• Increased customer engagement through social media.
• Designed and executed global social media strategy across 20k followers on Meta, TikTok, and Pinterest
• Increased social media lead generation by 35% in 6 months through engagement with customers and influencers
• Increased Google Business page views from under 5,000 to over 25,000 views per month
• Collaborated with the Director of Marketing to optimize the content calendar across all platforms
• Moderated user content to ensure all engagement with our brand was appropriate and amplified our message