Bethany Allen-Perez Email & Phone Number

Lexington, North Carolina, United States

Winchester, Virginia, Us

Increased brand awareness for the world’s leading composite decking brand by executing strategic marketing plans and integrated brand campaigns. Spearheaded the redefinition of the brand strategy and marketing position for our two fastest-growing market segments. Lead customer experience initiatives (brand tracking surveys, consumer journey design, persona development, and focus group insights) to inform media and communication strategies. Define go-to-market strategies, establish product positioning and execute integrated marketing campaigns for 10-15 product launches per year.

Winchester, Virginia, Us

Owned omnichannel customer experience for multiple cabinetry lines sold through Lowe's and Home Depot, achieving financial objectives through targeted messaging and differentiation. Led the launch of the first private-label cabinet brand on Lowes.com, driving innovation and expanding the brand's reach to a broader online audience. Championed innovative digital marketing solutions and secured leadership buy-in to optimize brand performance and customer experience.

Winchester, Virginia, Us

Constructed and implemented the multi-platform digital marketing strategy for all Homecenter business to drive traffic, engage and convert. Defined the online buying journey and developed content to enhance the customer experience. Ensured the digital efforts support the brand positioning and sales and marketing efforts which includes websites, social media, email campaigns and new technology. Spearheaded the redesign of brand websites and implemented best-in-class digital tools that optimized the customer buying journey and facilitated seamless online conversions.

Winchester, Virginia, Us

Developed and managed the brand direction and positioning for the Shenandoah Cabinetry brand based on a clear understanding of consumer needs. Analyzed marketing trends and competitive landscape to create effective branding strategies for new product launches and identified opportunities to increase market share. Executed annual operating and marketing plans that delivered financial objectives and aligned with brand strategies.

Leveraged customer insights and competitve analysis to develop a compelling, insight-driven rebrand for a chain of convenience stores. Led cross-functional teams from idea generation through commercialization to develop new store construction concepts. Created marketing materials and digital assets to advance the retail program that ensured strategy alignment and maximized effectiveness of media efforts.

Denver, Co, Us

Collaborated with internal marketing group to develop traditional and online promotional campaigns intended to increase lead generation and traffic at more than 40 single family home communities. Responsible for developing and executing an annual marketing plan of $1.2 million. Supported field sales organization by leading localized marketing initiatives, brand guidance and campaign efforts.

Hillside, Il, Us

Managed the internal print and electronic production of campaigns to drive category growth, build awareness and improve customer loyalty. Worked closely with clients to assess needs, evaluate improvement recommendations and measure campaign success. Developed content for marketing collateral, websites, social media and email campaigns.

Atlanta, Us

Developed design standards for more than 20 multifamily developments to deliver profitable solutions that supported the brand vision and consumer profiles. Responsible for the overall “look” for each new development project that involved floor plan evaluation, finish selection and amenity space design for 400+ unit properties. Gathered market research on the target consumer to ensure the project was designed to optimize return on investment.

B.A., Family Consumer Science

M.S., Integrated Marketing Communications