Boise, Idaho, United States
Creative and Analytical Global Brand Executive with over fifteen years of experience leading top-performing marketing campaigns and brand strategies. Innovative idea generator and executor adept at leveraging data and emotion to influence a variety of audiences. Highly skilled at fusing a commercial mentality with a creative approach to drive sales and emotional connections with consumers. Core capabilities: Brand Management and Strategy / Integrated Marketing Planning and Execution / Customer Acquisition and Retention / Content Strategy / Social and Digital Strategy / Fashion and Licensing / Team Leadership and Management www.caitlincbower.com
Established creator education programs and championed brand stewardship to help evolve Amazon into the most desired destination for commerce creators and their content. EDUCATION AND CONTENT: Developed and executed the content strategy for “Creator University,” a platform to help creators build successful businesses with Amazon. POLICY: Conceived Creator Growth’s brand safety policy to help mitigate reputational harm from creator behavior violations. Efforts projected to save teams 15+ hours a week and reduce negative PR. BRAND: Leveraged customer research to identify key differentiators for the Amazon brand among creators and inspired cross functional teams to change the approach to acquisition and re-think the product roadmap.
Focused on distinguishing the Amazon 4-star and Books physical store sub-brands from .com and fostering growth with innovative brand strategies, new marketing approaches and compelling in-store marketing execution. BRAND VISION: Developed the first brand vision for the organization and evangelized it across teams, prompting the implementation of new campaigns built on novel ways to use data and visual identity changes, resulting in top box percentages for store visit consideration (strong likelihood) and appeal (very appealing). CAMPAIGN INNOVATION: Created 360 campaigns that garnered PR with minimum budget by establishing synergistic partnerships within the Amazon ecosystem, including Prime Video / Lord of the Rings, DEI group Glamazon to celebrate Pride Month, and an associate-driven Black History Month campaign, increasing awareness from 32% to 42% in 9 months. CROSS-FUNCTIONAL PLANNING AND LEADERSHIP: Selected as the holiday captain for an organization comprised of 500 people+ to streamline the holiday planning process, enhance the go-to-market strategy and improve execution. Efforts contributed to exceeding conversion goals by over 24%, revenue by over 2%, and according to customer research, enhancing customers’ perception of festivity and the shoppability / organization of the stores year over year, despite significant Covid-related headwinds.
Built a consultancy focused on cost-effective, nimble go-to-market plans and breakthrough creative execution ideas for clients such as Pepsi, AMEX, Intel, and Torrid. -PEPSI: Led the development and execution of Pepsi’s 2018 World Cup campaign, including the television campaign, the second highest scoring Pepsi ad of all time. -AMEX: Re-envisioned and modernized American Express’ content marketing machine, strongly focusing on business results by incorporating mid and bottom funnel content and capturing key search terms from competitors, resulting in a 70% increase in CTR’s to product pages from organic search. -INTEL: Developed and evangelized Intel’s global social media strategy and playbook, which included a vision, social behavior, a handle and platform strategy, and content framework, which 90% of local marketing teams adopted. -TORRID: Moving from a retailer to a lifestyle brand, launched branded entertainment with short films starring Barbie Ferreira and RuPaul. Earned 600m impressions and 6m video views, increased social follower counts by 20%, and turbocharged e-commerce with a 75% increase in site views. Services included: Brand Management, Development and Strategy Integration Marketing Planning and Execution Content Strategy Social Media and Digital User Acquisition and Retention Team Leadership & Management Brand Partnerships Licensing
Established and implemented a new brand strategy and marketing model for HP’s first ever direct-to-consumer subscription business. DIGITAL/SOCIAL INNOVATION: Changed the way the company would approach digital by launching HP’s first ever digital mobile-first direct response campaign, serving the right ad to the right person at the right time by leveraging conversion data and making campaign decisions in real time. Increased conversions by over 15% and decreased cost-per-enrollment 7x. BRAND RE-LAUNCH: Re-launched the HP Instant Ink direct-to-consumer brand across touch points, creating an inaugural brand book and style guide and uniting two organizations with different objectives around one vision. USER ACQUISITION AND RETENTION: Contributed to driving record enrollment growth for HP's ink subscription business by partnering with the sales team to develop strategies to optimize e-commerce, grow the brand's sales funnel and acquire more customers. Developed and tested email marketing pilots targeted to existing consumers to drive retention.