Amy Nelson Email and Phone Number

Successfully headhunted for this new position which required development and shaping through expertise in global brand, product, and retail marketing. Defined the bigger-picture commercial and brand marketing strategy and accelerated communication between key departments through changing cross functional ways-of-working. Pioneered the simultaneous activation of campaigns and product launches across retail and digital channels, directing a team of 30+ marketeers.With a remit covering… Show more Successfully headhunted for this new position which required development and shaping through expertise in global brand, product, and retail marketing. Defined the bigger-picture commercial and brand marketing strategy and accelerated communication between key departments through changing cross functional ways-of-working. Pioneered the simultaneous activation of campaigns and product launches across retail and digital channels, directing a team of 30+ marketeers.With a remit covering the Mountain Warehouse brand (plus sub-brands) and iconic British surf/snow brand Animal, requiring their brand identities to be clarified, elevated, and maintained across all consumer touch points. A multifaceted approach was required, briefing the photography team on the seasonal campaign, writing all lead brand copy, and working with the creative team to create the seasonal and campaign assets for multichannel use.Additionally was directly responsible for the retail channel, heading up the retail marketing/promotions team and overseeing all marketing activity for 400 stores globally. This included managing POS budget, signing off creative, print agency management, collaborating with the head of VM, and working with the store visualisers on new store layout and design.KEY ACHIEVEMENTS:• Created and introduced a 360 brand, product, and promotional campaign calendar and corresponding GTM Plans for the business to follow ensuring key campaigns were activated across retail and digital channels simultaneously • Successfully launched several new ranges/sub brands across all channels including a Steve Backshall collab made with REPREVE® Our Ocean™ fibre - preventing over 766k plastic bottles from entering the ocean.• Led the marketing launch of ‘Mountain Warehouse Marketplace’ including developing a brand identity and activating the launch across e-comm and digital channels • Spearheaded a new suite of global POS to simplify the product category signage across our 400 stores Show less

A creative brand marketing role with a focus on creating and activating the summer campaign. Successfully concepted, produced, and activated the summer campaign ‘Go Your Own Way’ across all digital and retail channels. Worked cross-functionally with the creative teams, ecommerce trading managers and digital marketing etc to activate the campaign across all channels. Directly responsible for all creative comms from the brand during this period – email, social, digital content, web assets… Show more A creative brand marketing role with a focus on creating and activating the summer campaign. Successfully concepted, produced, and activated the summer campaign ‘Go Your Own Way’ across all digital and retail channels. Worked cross-functionally with the creative teams, ecommerce trading managers and digital marketing etc to activate the campaign across all channels. Directly responsible for all creative comms from the brand during this period – email, social, digital content, web assets, instore POS, and windows. In addition, managed the digital marketing agency, external photography studio and PR agency.KEY ACHIEVEMENTS:• Created and rolled out the SS21 ‘Go Your Own Way’ brand campaign, produced during the restrictions of the third lockdown, the campaign used real people as models and their home/shops/studios etc as locations and told their unique stories of how they changed their path in life thanks to the pandemic. Delivered the campaign, linked to wider marketing strategic objectives, on time and on budget • Launched ‘Focus on the good’ product collaboration with illustrator Oris Edu (Web, Email, social, content, PR, Event, Retail) resulting in increased engagement on social media Show less

As a key senior member of the cross-functional team (product, merchandising, sales, and marketing), leading the marketing strategy for both the UK and 15 EMEAI (distributor) markets to ensure commercial and brand objectives were met. Planning and activating top-line big picture messaging down through to the seasonal PR and ATL & BTL comms plan and wholesale marketing support. In addition, managing 15 distributor markets across the EMEAI region ensuring their marketing plans were signed off, ‘on… Show more As a key senior member of the cross-functional team (product, merchandising, sales, and marketing), leading the marketing strategy for both the UK and 15 EMEAI (distributor) markets to ensure commercial and brand objectives were met. Planning and activating top-line big picture messaging down through to the seasonal PR and ATL & BTL comms plan and wholesale marketing support. In addition, managing 15 distributor markets across the EMEAI region ensuring their marketing plans were signed off, ‘on brand’ and reached contractual budget requirements.KEY ACHIEVEMENTS:• Successfully launched a new footwear category (owned and wholesale channels) with a highly impactful multichannel brand marketing campaign (media partnerships, PR, OOH, street activation etc), resulting in new category being best seller for 5 weeks in peak trading period.• Recruited and briefed a new retained PR agency for the UK market giving a 30% cost saving Show less

Responsible for driving all marketing activity to support UK wholesale business. Managed a team of field support staff (VM and training). Working hand in hand with the UK Sales Director growing and shaping the UK wholesale business. Also responsible for developing all global sell-in tools (presentations, training videos, catalogues) and creating sell-through tools (POS, fixtures, and partner marketing campaigns) that reflected the global brand strategy.

Responsible for the strategy, management and activation of consumer-centric comprehensive multichannel marketing campaigns and initiatives designed to support the expanding UK owned retail store network. Always ensured brand pillars and consumer insights shaped decisions and tied all activity into overarching global campaign.KEY ACHIEVEMENTS:• Developed a store 'Marketing Champion' programme, developing grass-roots talent at a retail level• Managed all UK store launches and used… Show more Responsible for the strategy, management and activation of consumer-centric comprehensive multichannel marketing campaigns and initiatives designed to support the expanding UK owned retail store network. Always ensured brand pillars and consumer insights shaped decisions and tied all activity into overarching global campaign.KEY ACHIEVEMENTS:• Developed a store 'Marketing Champion' programme, developing grass-roots talent at a retail level• Managed all UK store launches and used learnings to create global ‘new-store opening’ blueprint strategy Show less

Worked alongside the UK Marketing Manager activating the central marketing strategy across the national UK market and wholesale accounts. Particular focus on UK PR and UK music activation through brand partnership activity and events.

Brand marketing role that focused on PR outreach, social media activation and the project management of all campaign and e-comm photoshoots.

PR and marketing role that focused on LFW show production, project management of all campaign asset creation (studio and location), in-house PR outreach plus external agency management.