Debi Carpenter Email & Phone Number

Westerville, Ohio, United States

Westerville, Ohio, United States

Columbus, Ohio Area

• Responsible for leading the branding for all 3 corporate divisions.• Built a fully-integrated Marketing Department from the ground up to support the nation’s 5th largest flooring retailer.• Directed and managed multi-media marketing and branding strategies for RiteRug Flooring—including creative direction, TV production/ broadcast, print advertising, digital, social media, and direct marketing channels, along with consumer e-commerce website.*Launched numerous email programs focused on win-back, welcome, retention and lead nurturing.• Defined and established a strong brand voice for the company and enacted best-in-class brand guidelines, which resulted in a more consistent marketing message.• Initiated a strategic media planning / buying process to optimize budgetary funds while increasing brand exposure.• Supervised, coached, and developed 3 internal marketing employees.• Provided creative direction and managed deliverables for multiple external marketing, digital, and creative agencies.• Responsible for sales lead generation related to brick-n-mortar stores and website leads.• Successfully launched a responsive e-commerce website on time, within budget, and within scope.• Performed ROI analyses and optimized the marketing budget by reallocating funds from poor ROI categories to media initiatives w/ higher traffic and sales-generating potential.• Directed agencies to take SEO, SEM, and digital display strategies to the next level.• Established and initiated a new digital brand strategy based on customer insights, which improved YOY web traffic by more than 100% and increased conversions by 30% during the first few months.• Launched a direct marketing program that resulted in 935% ROI and a 60% increase in ADT.• Launched Just Floor You™ blog to educate the customer, enhance SEO, and gain customer trust.• Initiated marketing campaign focused on in-home shopping, which increased sales leads by double digits YOY for past 6 yrs.

Columbus, Ohio Area

• Spearheaded the strategic development and operational management of a $40 million comprehensive and fully-integrated advertising program for a $1.5 billion national retail brand.• Supported 300+ retail footwear brick-and-mortar stores and an e-commerce consumer website.• Implemented various marketing/ advertising strategies and tactics to achieve maximum reach and cost efficiencies, while simultaneously building strong brand equity.• Collaborated with outside advertising agencies, as well as internal creative and brand strategy teams, to develop/ maintain multi-media advertising programs in TV, radio, magazine, newspaper, digital, and outdoor media.• Planned, promoted, and implemented marketing campaigns for new store launches/openings. • Partnered with other brands to develop co-op marketing programs to extend the budget and reach of DSW’s base advertising program, which increased sales/awareness for DSW and vendor, and improved vendor relations.• Successfully promoted 250+ store openings nationwide—Planned and executed targeted marketing campaigns and events. Coordinated the opening of store locations in the top 10 major U.S. markets, including multiple sites in Los Angeles, New York, and Chicago. Exceeded sales forecasts by up to 200%.• Played instrumental role in launching new branding campaigns—Evolved DSW from a local to national advertiser, resulting in a 9% sales increase at launch and a sustained increase of 5%. Grew top-of-mind awareness from 15% to 28%.• Analyzed and revamped the marketing budgets, resulting in $6 million in annual savings—Utilized results from test-and-learn efforts to cut under-performing media and programs, and instead to focus efforts on proven strategies.• Developed strong agency relations and negotiated advertising plans—Garnered free media exposure, value-added promotions, and bonus program upgrades, which were valued at more than $1 million.

Columbus, Ohio Area

Columbus, Ohio Area

• Performed advertising and promotional analysis and reporting to determine the effectiveness of promotions and media mix.• Responsible for budget management and forecasting. • Handled store contract negotiations, resulting in significant savings to the bottom line.