Adina Whitmore is a Builder of Visions and Aspirations at REI. She possess expertise in marketing, leadership, marketing strategy, direct marketing, budgets and 45 more skills. Colleagues describe her as "Creatively resourceful, fiercely driven, big picture big thinker, collaborator extraordinaire, focused, detailed...these are all phrases that come to mind when I think about Adina Lake. I’ve had the pleasure of knowing Adina for 7 years, during which we have collaborated together on several marketing projects. Above all, I was impressed with Adina’s ability to manage all aspects of the projects we worked on, from collaborating and brainstorming ideas, boiling them down to a core focus, and then implementing them by developing a strategy and the steps necessary to complete the project beyond our expectations. She is relentless when it comes to organization, a bottomless well of creativity and a very efficient manager of resources. And, of course, her sense of humor and positive attitude make even the most daunting task seem like no big deal. Adina would be a true asset for any organization seeking a marketing genius and comes with my heartfelt recommendation." and "Adina is self-motivated and blends well in a team. She is a dedicated, “work- smarter”, active listener with the ability to analyze and strategically plan for success. She sticks with a project to completion and has the ability to change course on any project if/when the need arises. I have had the pleasure of working with Adina Lake for four years. In this time I have seen her exceed every challenge presented to her both in her role as Marketing Manager and Account Manager to our national retail accounts. As one of the largest Christmas tree wholesalers in the U.S., taking care of customers was Kirk Company’s #1 priority. When Adina came on as the marketing manager, her main objective was to create the platform for Kirk Company to stand out as the industry leader. She successfully accomplished this by recreating the company’s corporate brand identity and handling development of all company and product marketing collateral and public relations. Adina is fun, creative and very flexible in her writing styles. She initiated the brand development of our Elf Tree™ product which was a huge success for our customers and in the consumer market. She developed the characters, wrote the web content, then directed and managed our creative vendors on design and development of the consumer focused website. She also developed and designed a complex tagging system that allowed families to have a fun interactive experience with their Elf Tree™ purchase. She rewrote and redesigned our main company website and a QR site which brought the Kirk Company into the 21st century with clean graphics, conscience product detail, and easy website navigation. She also wrote and designed all of the ad slicks, flyers, sales sheets, product instruction sheets, etc. that went out to publication and within our own company. Adina is very analytical and keeps her eye on the “big picture” without losing sight of the small details. She anticipates problems and resolves them before customers realize there is an issue. As Account Manager, she recruited, trained and led a team to victory in handling our largest accounts under the extreme pressure of time constraints. She created a communication plan between our shipping yard and our retail store customers. Her focus and dedication to our customers along with her attention to details and ability to act with authority minimized the work load on our customer service department as she anticipated customer’s needs so they rarely had to call in! This could not have been accomplished without her full knowledge of customer service practices and procedures or her collaborative nature working with her peers and staff. Her efforts directly culminated in our largest retail account giving accolades to our company for surpassing their expectation of real-time information and product sell-through rates. Adina and her team efforts also raised our customer’s expectations for our direct competitors giving Kirk Company another market advantage "