Decisive brand marketer who drives company growth through creative and innovative marketing strategies. Skilled at analyzing market trends and customer needs to develop highly-effective and targeted marketing plans.
Highlights
Quality leadership
Excellent written and verbal communicator
Enthusiastic team player
Problem solving
Project management
Innovative
Competitive analysis
Pricing strategies
Trade shows
Cross-functional team leadership
Accomplishments
Major projects include Goody Girls Reinvention, DreamWorks licensing partnership, Daddy/Daughter Do's Campaign and Goody Beauty Box eCommerce project.
Experience
Associate Manager, 02/2014 to Present Express, Inc. – Fort Worth, TX,
Brand Marketing Brand Strategy Recommend edits to the brand positioning and revisions to the consumer target consistent with the positioning.
Drive key brand and category initiatives that effectively reach and connect with target consumers.
Work with Design Center on product packaging projects ensuring consistency with product communication and brand standards.
Innovation Provide new ideas around brand or category innovation unlocking true white space or new to the world innovation.
Participate in ideation sessions for creative stimulation, idea generation and insight collection, leading to new insights and concepts.
Author concept statements for innovation and use experience and market/consumer knowledge to prioritize new product ideas.
Work collaboratively with R&D and CMI to develop and recommend brand &/or category innovation strategies.
Responsible for life cycle management across multiple portfolios, while balancing rhythm of new and existing SKUs and extending lifecycles while optimizing strategic plans for specific regions and channels.
Responsible Activation Recommend clear objectives for brand communication and a vision for short and long-term success.
Work with Brand Activation team to brief agencies on communication objectives and monitor agency execution of specific tactics.
Collaborate with cross functional teams to support commercialization of new product launches.
Support brand activation with trade shows, video/photo-shoots, email blasts, customer presentations, photography, selling stories, trend vignettes and product samples.
Insights Apply deep understanding of the consumer to both short and long-term decisions while linking independent insights and observations to form an understanding of the consumer and leverage as a competitive advantage.
Give input to the CMI team on the learning objectives and action standards for insight projects.
Develop deep category knowledge across multiple categories of the brand.
Pricing Analyze shopper insights and market data to recommend pricing objectives, strategies, and guardrails for key SKUs or categories.
Apply price modeling information to manage price.
Utilize product, pack configurations and brand architecture to exploit price ladder.
Lead pricing audits to evaluate opportunities to extract maximum value from the market and recommend audit cadence, action steps and communicate strategies across channels.
Analyze market, consumer, and competitive information to make recommendations in setting new product pricing and manage product pricing of existing items.
Work with trade marketing to monitor competitive pricing information and track own-brand pricing.
Work collaboratively with sourcing buyer to hit target product costs and margin requirements with suppliers.
Product Development Manager, 04/2011 to 01/2014 3.1 Phillip Lim – New York, NY,
Managed, in partnership with Design Director, all aspects of global product planning, merchandising, design and lifecycle development process of all soft goods, hard goods and accessories.
Provided strategic direction based on analytic thinking to support the growth of all product categories to optimize profitability.
Implemented overview chart documenting product placement, market analysis and forecasting for all channels.
Managed, requested and tracked all development components (design, product revisions, samples and materials) while ensuring quality standards were compliant and met brand standards.
Communicated daily with suppliers regarding products, materials, pre-production and in-line production of all samples.
Reviewed and approve pre-production samples and materials; Documented and submited engineer change requests and design review comments and resolved variances with design, compliance and vendors to maintain timely delivery and execution of finished goods.
Created and updated renderings and spec details in workbooks to ensure style needs were communicated clearly to vendors including technical information (product visuals, design construction, hard goods and fabric specs) to ensure accuracy for sample making.
Oversaw design process of product collaborations with top fashion brands including Orla Kiely, BMW, Soho Grand Hotel and others.
Supported the Marketing team with all product/packaging needs, product reviews and showroom set-up for customer meetings.
Collaborated with eCommerce to create narratives, digital content and promotions for audience engagement.
Worked with the Merchandising team to identify areas for product bundling opportunities for B2C purposes.
Attended tradeshows to stay abreast of new and emerging trends and sourced new materials with vendors for future development.
Sr. Product Development Associate, 12/2007 to 03/2011 Mm.Lafleur – City, STATE,
Worked alongside Kathy Van Zeeland, Design Director and seasoned handbag designers for preliminary design research, including trend identification, competitive market analysis, color palette selection, concept and category development.
Managed the product development calendar for optimum operational efficiency.
Responsible for designing and sketching small leather good products that fit the style needs of the collection.
Completed design specification packages including: flat sketches, construction details, measurement specifications with appropriate tolerances and any predefined performance standards.
Initiated research and sourced new leathers and novelty materials that were brand appropriate and within budget guidelines.
Responsible for the execution of tech packs being completed and sent to HK factories for accurate product execution; managed material development for all divisions to ensure cohesiveness across multiple categories (handbags, accessories and shoes).
Maintained daily communication with 4 Hong Kong suppliers and multiple leather vendors from Italy and NY regarding development, for all handbag and shoe collections.
Reviewed final products with production team to ensure product revisions were implemented and margin guidelines were met; made product revisions where necessary based on costing and retail pricing framework.
Managed the execution of tech packs to be sent to HK factories for accurate product execution; Ensured accuracy of development logs, line sheets, swatch boards, and design archive libraries.
Worked with merchandising and sales teams to develop strategic line plans for new and existing product extensions while learning about the performance of the line at retail to determine future design actions.
Liaise between design, production and graphic design teams, foreign offices, footwear division and sales team regarding all product and material inquiries for retailers including QVC, Nordstrom, Dilliards, Lord & Taylor, Macy's and MarMaxx.
Design Assistant, to – , ,
Tignanello Handbags.
Assisted the Senior Designer with new product research and handbag development for retailers including Macy's and JCPenney.
Researched trends, color palettes and shopped the market for inspiration for new product concepts.
Maintained daily email communication and follow-up with 2 overseas suppliers.
Developed and maintained an image catalog that tracked selling history of all merchandise sold in all channels.
Responsible for shipping, tracking and receiving production and salesman samples from suppliers, sales team and buyers.
Assisted with showroom set-up/breakdown and line presentation during market week.
Organized and filed materials, color palettes, prints, sketches and hardware files by seasonal calendar.
Education
: , Expected in December 2002 Santa Reparata International School of Art - Florence, GPA: Study Abroad Program: Coursework in Fashion Design/Illustration, Garment Construction, Italian Customs and Language.
B.A: Communication, Expected in May 2002 University of Massachusetts - Amherst, MA GPA: Communication
Interests
Girls Scouts of Greater Atlanta, Alpharetta, GA August 2015 - Present Co-Troop Leader & Treasurer
Lake Windward Elementary School, Alpharetta, GA August 2015 - Present
Parent/Teacher Liaison
Additional Information
EXTRA CURRICULAR ACTIVITIES Girls Scouts of Greater Atlanta, Alpharetta, GA August 2015 - Present Co-Troop Leader & Treasurer Lake Windward Elementary School, Alpharetta, GA August 2015 - Present Parent/Teacher Liaison
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