KF monogram

Strategy · Systems · Signal

Kim Flum

Strategic communications, differentiation, positioning + growth systems builder.

kim@kimflum.com310-945-7499Los Angeles, CaliforniaLinkedIn
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See the pattern.
Create the structure.
Make complexity clear.

Communications are infrastructure. I work best where the answer isn’t obvious yet: a complicated technology that needs a market story, a business with disconnected pieces, or an organization with plenty of marketing activity but no clear system behind it. Across B2B technology, SaaS, e-commerce, media and public-sector organizations, I’ve led teams, managed budgets and built integrated marketing programs for commercialization, customer acquisition and retention. At QSI, that work helped generate daily inbound inquiries for ATM and ITM solutions. I learn the product, customer, market and constraints; then turn that understanding into positioning, communications and practical plans teams can use.

Understand the problem + reduce risk + signal your unique value = become the obvious choice.

Impact

Revenue
$90M
DIRECTV acquisition budget managed
$300M+
Annual sales from DIRECTV acquisition channel
45%+
Share of DIRECTV company sales
600%
Broadspire direct sales team’s first-day result
Growth
350%
Daily Breeze monthly web sales growth
194%
Broadspire SaaS sales growth in two months
30%
Newegg year-over-year growth in revenue, traffic and conversion
55%
HRTV.com year-over-year traffic growth
11%
HRTV paid-membership growth
Optimization
26%
HRTV paid-member cancellations reduced
$510K+
Daily Breeze marketing expense saved
$400K
Daily Breeze budget reduced while retention improved

Current leadership

Marketing Director

Open Technology Incubator · Venture incubator for early-stage technology companies

Lead marketing across a portfolio of early-stage technology ventures moving from technical capability toward commercialization, shaping brand, positioning, launch planning, communications and digital presence across multiple emerging companies.

  • Separate product capability from market readiness by surfacing unresolved customer, use-case, proof and commercial-model questions before campaigns begin.
  • Translate scientific and technical inputs into credible company narratives, product positioning, use cases and customer-facing explanations.
  • Build shared launch infrastructure while protecting each venture’s distinct strategy: brand identity, websites, executive messaging, press releases, investor materials and pitch decks, paired with venture-specific marketing plans.

2026–Present

Principal / Integrated Marketing Consultant

Craft Communications · Integrated marketing communications agency

Advise organizations across technology, automotive, education, e-commerce and public sectors on integrated marketing strategy and execution.

  • Serve as senior marketing lead, aligning strategy, creative and performance against business goals across brand, digital, communications and go-to-market programs.
  • Direct strategy and execution across web, content, search, email, advertising and public relations, translating business goals into integrated programs with clear measures of performance.
  • Build systems for measurement, testing and optimization so campaigns keep improving after launch.
  • Advise executives on positioning, messaging and launch planning, connecting decisions to the systems needed for continuous improvement.
  • Clients include Magellan GPS (MiTAC), OCTA, California State University Northridge, 1-800-DENTIST and Informa Research Services.

2008–Present

Professional experience

Marketing, Brand & Communications Lead

QSI, Inc. · Banking technology hardware, software and cybersecurity

Led marketing, brand and communications for QSI and affiliated businesses, working with leadership to make complex financial technology clear in markets with strict compliance requirements.

  • Rebuilt the parent brand and developed distinct identities, messaging and customer-facing systems for affiliated companies and startups, including logos, visual identity and collateral.
  • Designed and launched multiple websites end to end — information architecture, copy, content and SEO — within a coordinated web, search, advertising and PR program that generated daily inbound inquiries for ATM and interactive teller machine (ITM) solutions.
  • Developed executive presentations, product positioning and sales materials that connected technical offerings to customer needs and business objectives.
  • Led external communications during a major ransomware incident while facts were still developing — drafting customer and partner updates and coordinating messaging as the situation evolved, balancing leadership, customer, partner and stakeholder needs.

2019–2025

Head of Corporate Marketing

Magellan / MiTAC Digital Technology · Consumer and commercial GPS navigation technology

Led corporate marketing across consumer and commercial navigation technology, including TRX and Magellan Fleet, spanning hardware, software and connected products.

  • Translated sophisticated technical capabilities into customer value with technical, product, sales and leadership teams, sharpening positioning and product messaging for consumer and commercial audiences.
  • Led integrated marketing across digital, content, advertising, PR, partnerships and co-marketing, trade shows, events and field marketing; supported a brand refresh and product launches.
  • Built go-to-market around the customer decision journey — awareness, education, acquisition, conversion and retention — supported by collateral, product sheets, presentations and channel tools.
  • Used campaign and customer data to inform positioning, audience, channel and product decisions.

2017–2019

Director, Digital Media & Marketing

The Stronach Group / XBTV (HRTV) · Horse racing, sports media and broadcast entertainment

Led digital marketing and audience growth across HRTV television viewership, HRTV.com traffic and premium membership acquisition and retention.

  • Increased HRTV.com traffic 54.77% year over year, social engagement 146% and social reach 176% through search, social, display and content optimization.
  • Improved HRTV email open rates by 72.31% and click-through rates by 64.67% through segmentation and testing.
  • Increased HRTV paid memberships 11.43% and reduced member cancellations 26.06% through acquisition and retention programs.
  • After HRTV’s acquisition by TVG/Betfair, helped launch XBTV, a fully digital racing network, coordinating launch strategy, objectives, website and content, integrated marketing and performance tracking with a lean team.

2014–2016

Marketing Manager

FTSI · Banking technology and financial services equipment

Led integrated marketing communications, PR and sales support for a banking technology provider, including lead generation, nurturing and marketing/sales process integration.

  • Built a PR plan around industry editorial calendars, securing CEO speaking engagements, expert commentary, article placements and opportunities to contribute in-house content to industry best-practice manuals.
  • Developed webinars, presentations, brochures and event materials for consistent sales communications across the customer journey.
  • Used Pardot for automated drip campaigns, promotional emails and webinar and event promotions to support lead quality and sales follow-up.
  • Led the technical integration of existing marketing and sales processes into Salesforce and Pardot, documenting workflows and process manuals to improve consistency and adoption.

2012–2014

Strategic Marketing Manager

Newegg · National e-commerce retailer for electronics

Led strategic marketing for Newegg’s Canada business unit in a growing market with limited brand awareness. Owned the integrated plan, channel mix and budget optimization to improve traffic, conversion, revenue and return on investment.

  • Increased website traffic 65% and top-line revenue 30% in the first year.
  • Sustained double-digit year-over-year and quarter-over-quarter growth through budget and channel optimization.
  • Audited marketing activity and analyzed seasonality and sales trends to reallocate channel budgets; managed promotions across email, affiliates, paid search, display and selected offline and PR channels.

2010–2012

Earlier management experience

Director of Marketing

Broadspire · Enterprise website and digital marketing software

Led marketing for an early cloud software company whose white-label website and digital marketing platforms served large enterprise networks. Built a strategic marketing plan connecting positioning, channels and sales support; it increased sales 194% in two months. Created a dedicated direct sales team that delivered a 600% sales increase on its first day, a repeatable, measurable sales engine.

Director of Marketing

California State University, Northridge (CSUN) · Large public university

Led marketing for university programs and initiatives across a large, multi-stakeholder institution. Aligned strategy, messaging, creative and channel execution so programs spoke with one clear voice. Translated complex academic offerings into plain, benefit-driven communication for prospective students, partners and the campus community, and kept every team working from the same priorities.

Direct Marketing Manager

DIRECTV · National satellite television provider

Managed a $90M direct response acquisition budget for a channel responsible for 45%+ of company sales and $300M+ in annual sales. Improved performance through targeting, database segmentation, contact strategy and testing, analyzing response, close and net sale rates and cost per sale. Identified more than $1M in potential monthly postage savings.

Direct Marketing Manager

Rubin Postaer Associates (RPA) · Independent advertising agency for national brands

Built and managed direct response programs for national brands at a leading independent advertising agency. Owned strategy, media, testing and results analysis from planning through reporting. Used response data to refine offers, audiences and creative, connecting agency work directly to measurable client results and building a disciplined test-and-learn approach to every campaign.

Manager, Sales & Marketing

Daily Breeze / Los Angeles News Group · Daily newspaper and regional news media

Led circulation marketing and sales with six direct and 20 indirect reports. A strategic marketing plan increased sales 8.6% in six months and grew monthly web sales 350%. Reduced churn 17% in under 18 months, saving more than $510K in marketing expense, and cut the budget by $400K while improving retention, proving growth and cost discipline can come from the same plan.

How I work

See the pattern

Look across the product, customer, market, business model and internal assumptions. The useful insight is often in the mismatch.

Create the structure

Turn independently developed positioning, messages, launches, websites and campaigns into a system people can understand and use.

Make complexity clear

Understand the complicated thing first. Simplify the explanation, not the thinking.

Areas of expertise

  • Integrated marketing communications
  • Marketing infrastructure & operations
  • Technical storytelling
  • Brand systems & positioning
  • Commercialization strategy
  • Customer acquisition & retention
  • Marketing analytics & budget optimization
  • Lifecycle marketing
  • CRM & marketing automation (Salesforce, Pardot)
  • Paid media, search & affiliate marketing
  • Team leadership & executive communications
  • Go-to-market planning
  • Crisis communications
  • Creative & content development

Education

Master of Business Administration (MBA)

Marketing and Management

California State University, Northridge · 2011

  • Founded MBA Start-Up & Venture Capital Club (SVCC)
  • Teaching Associate for Marketing and Management departments
  • Research Associate for CSUN Management Consulting Center

Bachelor of Science in Business Administration (BSBA)

Marketing

California State University, Northridge · 2004

  • Awarded Harvard Business School Entrepreneurship Scholarship
  • Awarded two marketing scholarships