Directly oversaw brand growth strategy and positioning in both B2B and D2C at a privately-owned fashion group comprised of three luxury apparel brands: Ming Wang, Misook and Jones New YorkManaged an internal team of marketing managers, specialists, copywriters, and designers, along with external specialty agencies, leading strategy in branding, creative, content and storytelling, promotional planning, retention and acquisition marketing (traditional and digital)Optimized email program in creative, content, automation and segmentation strategy for a +150% YoY lift in email revenue and consistently generating 50% of total monthly revenue for each ecommerce businessBuilt a comprehensive $2.0m direct mail strategy across acquisition, retention and reactivation, with a +160% YoY lift in direct traffic and 6x ROAS with prospects Partnered with key retail accounts (Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s, Dillard’s, Von Maur) on traditional and exclusive co-op programs, ensuring steady advertising with inventory support, leading to positive ROILed selection and RFP process of marketing technology and software vendors with successful implementation of new systems in content creation, personalization, A/B testing and SMS platforms

Developed and executed integrated marketing programs to meet traffic and revenue goals, across email, direct mail, print & digital advertising, public relations and store marketingResponsible for email testing strategy, from conception to implementation, with goals of driving ecommerce demand, optimizing best practices for user experience and offering a consistent brand experienceLed direct mail campaign strategy, including budgeting, in-home dates, special segmentation, prospecting and ROI analysisParticipated in weekly business strategy and planning meetings with senior executive team, identifying and reporting on KPIs to make recommendations for the promotional calendarManaged relationship and strategic roadmaps for key digital vendors: behavioral marketing, referral marketing, email personalization, language & copy optimization and programmatic direct mailOversaw overall digital customer journey, including email capture initiatives, triggered & recurrent email program and site experienceSupported omnichannel merchandising initiatives: category launches, new arrivals and seasonal trunk shows

Managed a team of marketing professionals in all aspects of digital marketing including: brand strategy, promotional planning, creative, content, SEO, social, CRM & loyalty, customer insights & analytics, and paid & affiliate marketingManaged the buying and site merchandising team in product/brand and promotional buys to ensure assortment availability, while maintaining a healthy gross marginEstablished Loxa as a unique consumer beauty brand, directly competing against other top ecommerce sites such as Ulta, lookfantastic, Amazon and WalmartDelivered data-driven digital strategies that combined best practices in consumer marketing, along with a unique value proposition of championing the voice of the beauty professionalDirectly managed yearly advertising spend, spread across Google AdWords, PLAs, affiliate and social marketingWorked in partnership with IT and channel owners to provide seamless and optimized consumer engagements leading to transactionsEstablishes and maintains relationships with key brands and vendor partners to identify strategic business goals and KPIsEstablished marketing KPIs to create weekly and monthly reporting functions consisting of Google Analytics, Salesforce Marketing Cloud, BI data and segmentation tools

Planned and implemented marketing programs by coordinating the production of materials and activities for affiliated/leased businesses and new business development, including: event planning, grand openings, social, e-commerce, print, e-mail, and other mediaAnalyzed before, during, and after results of marketing activities for future forecasting and optimizationWorked closely with senior merchant team and business partners to identify new and compelling ways to promote in leased business spaceBuilt a marketing program for new business development, including: in store signage package, local radio and Pandora radio campaigns, mall marketing programs, rewards program, and all promotional materialsCoordinated all e-commerce operations, including: assortment selection, copywriting, collaborating with photo studio and allocation, managing relationships with leased business teams, and reporting on weekly sales

Assisted merchants with all aspects of product buying for 400+ retail stores and DSW.comDeveloped and coordinated marketing stories for print, e-mail, DSW.com, social media, and magazine spots, from a merchandising perspectiveConducted trend research, identified competitive pricing, and provided hindsight data to merchants