New Albany, Ohio, United States
Head of Fashion Marketing at Walmart, Former AVP Marketing at Victoria's Secret PINK. Senior brand strategist and digital marketing leader with strong creative and analytic skillset able to translate business priorities into compelling customer stories and campaigns that drive results. 15+ years of experience concentrated in fashion category building omni-channel marketing strategies for brands, partnerships & product launches as well as expertise overseeing all key digital marketing channels, including: Mobile App, Influencer, Affiliates, Email & Push Notifications, Organic & Paid Social and eComm.
Lead marketing strategy for fashion at Walmart with ultimate goal to acquire new customers and change perception of fashion at Walmart. Oversight includes managing brand partnerships (incl. designer and influencer partnerships such as Brandon Maxwell for Scoop & Free Assembly, National brands like Reebok and Justice), leading multi-million dollar brand and seasonal (e.g., Fall Fashion) campaigns, translating merchant priorities into customer stories / calendar, driving strategic fashion category vision for owned channels (CRM, In-Store experience, Social, Site).
Shift consumer perception of fashion category at Walmart through marketing of new exclusive to Walmart elevated fashion brands including Sofia Jeans by Sofia Vergara, EV1 by Ellen DeGeneres, and Scoop (relaunch of iconic 90s NYC boutique chain) as well as strategic brand partners like Sam Edelman and Levi's. Lead full 360 marketing plans including strategy, budgeting, execution and optimization for launches and seasonal product refreshes. Focus on low cost acquisition while balancing brand storytelling.
Created effective content strategies to grow the BECCA brand with a focus on owned and paid social. Developed content and voice to drive acquisition for two high profile celebrity partnerships: Chrissy Teigen "Chrissy Cravings" holiday line and Khloe Kardashian "BECCA BFFs" collection launch.
Oversee all digital marketing platforms and campaigns for PINK with a maniacal focus on the customer. Constant push toward both innovation and performance optimization. Closely collaborate with creative partners to effectively bring brand stories to life. In my tenure at PINK, the brand has tripled in size to over $3B. Noteworthy accomplishments: - Launched and nurtured the brand's first and only app, now with 10M+ downloads - Grew PINK Nation loyalty program to over 15M members - Launched every social platform with a best in class Instagram with 8M+ followers - Built and lead NYC based team of 9
Completed over 20 strategy projects for a broad variety of clients including: PepsiCo, Nationwide, Equinox, Kerry, AAA Ohio Auto Club, Matthews International and MBT Shoes.