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 multi-million-dollar media strategy for brand working closely with in-house experts and external agencies. • 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 • Utilized personalized content triggered by customer behavior in email and mobile PUSH channels to drive increased sessions to website

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 creation.• 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 consumer profiles and big brand appeal to grow relevance and knowledge for HSN brand. Promoted from Director (2008-2011) to Vice President, Strategic Alliances in 2011.• 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