[2ONE5] CREATIVE, Philadelphia, PA 

October 2015- Present, Brand Strategist & Marketing Consultant

Directed brand strategy, copywriting/editing, research projects, and integrated marketing plans for [2one5] Creative (a digital marketing agency) and select clients. Developed new business presentations including strategy, research, and creative concepts. Reported to Creative Director/Founder.

  • Developed new brand direction for [2one5] Creative including positioning and mission statements, tagline, and tone of voice. Wrote copy for company website, blog, press releases. Website visits to 2one5.com increased 35%, new business leads increased 20% within first 6 months.
  • Developed a brand strategy process for [2one5] Creative, garnered the first retainer client for the agency.
  • Led branding sessions and strategy projects for clients. Wrote brand positioning statements, taglines, and marketing plans. Clients: AWMA (martial arts) & Digipower/Re-Fuel (Go Pro batteries and accessories), PJW Restaurant Group, Cofactor Group (a biotech consulting firm), among others.  

NINE WEST, New York, NY

January 2013- October 2014, Vice President of Marketing (Retail, Digital & Social Media)

Led marketing initiatives across owned businesses: retail/outlet stores, brand website entities (ninewest.com & Nine West emails), social media properties. Developed strategies with Store Concept and Merchandising teams aimed to drive traffic/sales for retail and outlet stores. Directed window program (calendar, graphics/messaging), in-store displays, and bay signs. Led in-store events, promotions, partnership programs. Oversaw all digital brand efforts including ninewest.com site updates, digital marketing launches, display advertising, email creative, loyalty program integrations, blogger partnerships, and social media initiatives (Facebook, Twitter, Tumblr, Pinterest, YouTube, Instagram, Google+). Launched extended homepage template for ninewest.com with social media enhancements (photo uploads, social feeds). Led charity initiative with Fashion Targets Breast Cancer for the Nine West brand including program strategy, fundraising, print advertising, and social media campaigns. Liaised with Ecommerce team, Merchandisers, International partners, Art Directors, outside vendors.

  • Launched Sociable Labs technology on ninewest.com encouraging customers to upload “shoefies” (shoe selfies with Nine West products). Generated 400k photo uploads & $100k in sales within the first 2 weeks.
  • Directed in-store & digital elements for InStyle/Nine West brand collaboration.
  • Led charitable initiatives for Fashion Targets Breast Cancer & St. Jude. Exceeded donation goals; helped raise over $900k for St. Jude during the 2013 calendar year.
  • Selected by The Jones Group Executives to spearhead a digital task force across all brands within the portfolio.
  • Reported to SVP of Marketing and CEO/CCO, managed 5 direct reports.

NINE WEST, NEW YORK, NY

April 2008- December 2012, Senior Director of Marketing (Brand & Wholesale)

Directed brand and wholesale marketing strategies for $1B global lifestyle brand. Led national advertising campaigns and local marketing tactics including photo shoots, copywriting, ad production, and media planning. Oversaw brand collections/collaborations: New Balance (athletic), Vintage America (casual), Joss Stone (celebrity), Runway Relief for Fashion Targets Breast Cancer (charity), Sophie Theallet & Giles Deacon (designer), and Love Fury (fragrance). Launched Nine West’s YouTube channel, featuring premium content and user-generated video programs. Led brand architecture project: brand manifesto, brand voice, updated logo standards/packaging. Oversaw internal and external teams across marketing campaigns: print, digital, social media, OOH, PR, retail/wholesale events.

  • Runway Relief charity program garnered 167M impressions, generated over $320k in donations to Fashion Targets Breast Cancer, Fall 2012.
  • Launched Nine West Facebook & Twitter pages in 2009. Facebook page reached 1M fan goal, December 2012.
  • YouTube channel launch garnered 2.3M+ views, 60k+ subscribers in first 3 months.
  • Managed 4 direct reports, oversaw $10M budget.
  • Selected by The Jones Group Executives to help launch The Jones Group mentorship program.

J. WALTER THOMPSON (JWT), New York, NY

August 2006-March 2008, Marketing Director for DeBeers & Rolex

Directed advertising, marketing, and product strategies for DeBeers Diamond Group Marketing. Developed national TV, print, radio, OOH, in-store, and website creative/media campaigns for Christmas and Past, Present, Future product categories. Generated diamond promotions with fashion publications, created TV campaigns for manufacturers. Led consumer research for development of new product categories. Acted as Account Director for Rolex client, oversaw 100+ print ads. Reported to VP of Marketing, managed 4 direct reports.

  • Christmas marketing campaign aided in exceeding sales goals by 4%, totaling 7% growth ($5.6B).
  • Managed $93M budget for DeBeers, developed and directed billing management system for 50 employees.
  • Selected by WPP to attend mini-MBA course (only 12 WPP employees selected globally).

BURTON SNOWBOARDS, Burlington, VT

September 2004-February 2006, Brand Manager- R.E.D., ANON Optics, & Learn To Ride

Created marketing strategies for three Burton family brands. Directed agencies on print advertising, websites, POP/retail merchandising, dealer collateral, packaging, events, and PR. Led Motorola marketing partnership. Hired and managed Marketing/Surf Team Manager. Oversaw 3 media plans: 180 print insertions, 12 TV spots. Reported to VP of Marketing. Managed $3.5M budget.

  • Re-positioned 2 brands from utilitarian, snowboard-only sport brands to unique, multi-sport, lifestyle brands.
  • R.E.D. protection sales increased from $9M to $25M.
  • Anon optics business grew from $4M to $13M.
  • Directed California launch strategy for Anon sunglasses. First quarter sales exceeded $1.5M goal.

PUMA INTERNATIONAL, Boston, MA

May 2003-September 2004, International Product Line Manager

Directed Emerging Sports category (high end fashion + pure performance) business via seasonal line planning, product ideation, overseeing development, and pricing strategies. Presented product line at Sales Meetings. Assisted footwear Product Line Managers with line planning, distribution, consumer/market research, product ideation, marketing strategies. Managed and wrote all copy for footwear catalogs.

  • Managed 81 footwear SKUs for non-traditional sports (surf, dance, martial arts, climbing, boxing).
  • Unit sales increased by 14% from Spring 05 to Fall 05. Category sales represented 10% of PUMA footwear business.
  • Facilitated Women’s Footwear category launch (consumer research, positioning, product ideation, marketing tactics).

JDK (JAGER DI PAOLA KEMP DESIGN), Burlington, VT

November 2000-March 2003, Account Manager

Developed budgets, project briefs, marketing plans, and schedules. Clients included: Bauer Nike Hockey, Burton Snowboards, Timex, SoBe Beverages, International Paper, Cartoon Network, Pepsi, and MasterCard. Projects included: brand strategy, naming, identity design, merchandising/POS, packaging, web design, print and TV advertising, branded environments, PR consultation.

  • Managed $2.5M in combined marketing budgets.
  • Received Design Distinction award for Superior Management, presented by Michael Jager, Burlington, VT, 2002.
  • ID Design Magazine award, Timex Helix packaging design, 2002.

MULLEN ADVERTISING, Wenham, MA

OctobeR 1998-November 2000, Account Executive & Assistant Account Executive

Wrote project briefs, marketing strategies, and tagline/copy concepts. Responsible for budgets, billing, and profitability. Managed Assistant Account Executive. Clients included: Swiss Army Brands, Stanley Tools Corporation.

  • Communication Arts awards, Swiss Army and Stanley Tools print ads, 1998-2000.

EDUCATION

Bates College, Lewiston, ME, Bachelor of Arts, English, June 1998  

University of St. Andrews, St. Andrews, Scotland, September 1996-June 1997  

Ad Club, Boston, MA, Copywriting class May 2000-August 2000