Deb Nelson Email & Phone Number

Tampa/St. Petersburg, Florida Area

• Responsible for brand strategy and customer file growth as member of senior leadership team of $2+B retailer. Drove increased brand awareness and consideration with target consumer. Directed creative content and.
• Increased brand awareness (+5.2%) and purchase intent (+2.0%) among target prospects through Q4 ‘22 $10M+ national ad campaign
• Developed lifecycle marketing campaign strategies to drive long-term customer profitability and value
• Targeted customers spending less than previous year with personalized offers that drove consistent +5% incremental sales growth of test versus control group
• Increased marketing team’s job satisfaction scores by 18% in 6 months through improved communication of company’s strategic goals and increased team member recognition
• Created engaging organic social content that built fan following for on-air talent resulting in +5% growth in followers and +28% engagement with content

Tampa/St. Petersburg, Florida Area

• Post QVC acquisition of HSN, assumed leadership of content and creative team in addition to existing brand marketing role. Led 175+ team members across video, motional graphics, digital, print, and social content.
• Aligned organization around brand positioning and target customer persona derived from extensive market segmentation study and consumer insight research
• Led brand “refresh” that included creation of all new assets across every platform
• Developed first-ever formal brand style guidelines and implemented them throughout organization
• Reduced photography expenses 22% by focusing high-priced photographers and models on important brand campaigns and reducing expenditures for daily product image photography

• Newly created position responsible for consistent brand execution through improved collaboration across organization. Worked to ensure consumer journey was cohesive and seamless on all platforms.
• Developed annual editorial calendar, utilizing consumer research, to highlight key products and messages based on customers seasonal shopping behaviors
• Led HSN Cares cause marketing brand initiatives partnering with national non-profits like St. Jude Children’s Research Hospital, Habitat for Humanity, Alzheimer’s Association and UNICEF
• Created on-air promotional strategy designed to drive increased viewership of key events while communicating the reasons to shop HSN
• Worked to maximize investments in data, segmentation, personalization, and enterprise campaign management to help foster a larger, more profitable customer file

• Developed strategic marketing alliances that generated meaningful brand awareness, helped acquire new customers and added incremental revenue to the company. Strategically aligned with partners that had similar.
• Secured branded integrations and sponsorship partnerships with leading brands like Toyota, The Kraft Heinz Company, Lionsgate and Norwegian Cruise Line that added non-traditional revenue of $3M+ annually
• Partnered with publishers like Conde Nast and Hachette Livre to utilize their editorial excellence within HSN’s content and to further the brand’s advertising exposure through their media channels
• Launched and led marketing execution of product partnerships with iconic brands such as Walt Disney Studios, HGTV and The Coca-Cola Company

Masters Of Business Communication

Bachelor Of Arts (B.A.), Advertising Management, Graduated Magna Cum Laude