Hardworking, performance-oriented leader offering proven expertise in project development, team supervision and campaign enhancement. Prepared to bring 13+ years of progressive experience and take on challenging position with opportunity to make lasting impact on company and customer success. Demonstrated history of working with cross functional teams to achieve success in running marketing campaigns. Proficient in microsoft office, market analysis and strategic development.
Work History
01/2022 to Current
Sr. Mgr. Brand Communications | Russell AthleticFruit Of The Loom - Russell Athletic – , , Bowling Green, KY
Lead the development and execution of short-term and long-term brand & product strategies.
Drive sell-in by presenting brand initiatives to key accounts at meetings and trade events.
Maintain updated status report on project elements with clear action items, deliverables, and follow-up with cross-functional team members and agencies as needed to ensure all project elements are on track.
Manage and work closely with agency teams (PR, Digital, Creative, & Influencer) to ensure brand message and communication aligns brand with values and mission across all touchpoints.
Oversee execution of all Social Media content and messaging.
Ensure brand strategy is communicated successfully in all channels of distribution.
Plan and execute seasonal brand content efforts across all product assortments for B2C & Russell Athletic B2B.
Oversee creative direction (Look Books/Digital/Trade Show/In Store). Provide visual creative direction for all market touch points all product assortments including branding, models, photo shoot locations/settings, trade show design and in-store merchandising.
Channel Marketing: Manage Marketing team and effectively develop sales tools and other resources enabling successful sell in of brand and
product lines: Catalogs, Brand book, Brand guidelines, Pricing.
Oversee www.russellathletic.com promotional calendar, content including photography, emails, blog posts, graphics, and product information.
Manage the Marketing & Media budget to ensure spends stay within set budgets.
Work closely with senior management and finance teams to prepare and layout yearly budget proposals.
Provide management to members of Marketing and B2C/B2B Brand Communication teams.
Responsible for day-to-day management of assigned staff.
Organized and detail-oriented with a strong work ethic.
Adaptable and proficient in learning new concepts quickly and efficiently.
06/2018 to 01/2022
Marketing & Brand Comm. Mgr | Russell AthleticFruit Of The Loom – , ,
Social Media Management: Manage brands social media channels from calender development to post execution
Influencer Campaign: Manage bi-monthly influencer programs to create brand awareness and create long lasting brand ambassadors.
Content Creation & Usage: Plan and execute all brand photoshoots from ideation to final asset usage. Manage all brand image requests across brand channels. Approve all digital agency creative to ensure it aligns with the brand guide.
Marketing Research/Competitive Intelligence: Gather market information and intelligence to report internally to development and sales teams. Collaborate with MRG to initiate and execute market research projects where needed.
Sports & Event Marketing: Contribute to on-site activation efforts and trade show booth preparations, as well as attend events and build customer relationships.
Budget Management: Develops and manages the budget that is delivered to the various departments and agencies. Monitor progress, assures adherence, evaluates performance and reports on financial expenditures related to brand spending. Provides recommendations to manager for potential re-allocation of funds to maximize messaging and for optimizing the budget
Strategy: Works in conjunction with director to create and implement long-term communication strategies that are consistent with brand positioning and that support the brand’s short and long term strategies/goals. Requires effectively partnering with digital teams to align and understand strategic objectives in order to execute the overall communication priorities. Responsible for ensuring that the work and the tactics support the brand/category strategies and objectives.
08/2012 to 01/2018
Associate Marketing Manager | Russell AthleticFruit Of The Loom – , ,
Managed Russell Athletic Collegiate Bookstore business
Successfully executed new pricing structure for decorated garment business, allowing for easier understanding and buying of collegiate product.
Assessed marketing copy, art comps and final designs and compared with established specifications.
Briefed senior executives on monthly projections, product launches and other marketing plans.
Implemented creative programs to meet business goals, including partnership building, event sponsorships, activation platforms and consumer experience design.
Managed marketing support for trade shows & special events to provide catalogs, swatch cards, marketing collateral, displays and creative support as needed to ensure successful event execution
11/2010 to 08/2012
Assistant Marketing Manager | Russell AthleticFruit Of The Loom – , ,
Kept organized tracking documents detailing assignments, in-progress work and completed project milestones.
Coordinated seasonal photoshoots for new product launches and managed asset usages.
Coordinated appointments and meetings for sales team with retail partners as well as attended seasonal retail meetings with buyers.
Analyzed sales and marketing data for improved strategies and white space opportunities
Managed catalog production from start to finish for the Licensed retail business.
Worked with Sales and Customer Service to communicate product lines and programs, as well as gather key information to improve the line.
Managed the advertising media/print and production/print budgets.
Product Development Calendar Contribution: Provide direction and support to Merchandising teams on new product initiatives and changes/updates to existing product lines with responsibility over pricing and sales program direction.
03/2010 to 11/2010
Marketing Coordinator | Russell AthleticCompany Name – , ,
Assisted with planned events, including trade shows and vendor fairs, for clients and partners to attend.
Built new materials libraries with fresh imagery, copy and graphics to enhance marketing campaigns.
Coordinated resources to craft marketing plans for various projects including product launches and events.
Worked with marketing teams to create, deploy and optimize effective campaigns for retail clients.
Skills
Market Positioning
Budgeting and Allocation
Public and Media Relations
Brand development
Market Analysis
P&L Management
Strategic Planning
Collaboration
Social Media
Marketing Communications
Market Research
Product Marketing
Project Management
B2C & B2B Experience
Events & Tradeshows
Education
Expected in 05/2008
Bachelor of Arts: Sociology Western Kentucky University - Bowling Green, KY, GPA:
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