Responsible for creating the emotional connection with consumers to build acquisition, retention and advocacy of customers over their lifelong educational journey. This includes responsibilities for strategic marketing, digital marketing, and e-commerce execution.Built a digital marketing playbook and integrated strategy that increased effectiveness and efficiency of our marketing campaigns. This resulted in a 72% increase in marketing ROI. Rapidly executed, tested and optimized digital marketing initiatives to increase sales by 34%. Conducted pricing tests to find optimal online price points that drove incremental e-commerce conversion, revenue, and profit. This led to a 40% increase in online sales with 25% more profit dollars.

Responsible for developing industry-leading innovation in brand strategy, crafting marketing and branding derived from consumer centric research and analytics, and building a strong creative foundation to move the business forward in a dramatic way. Created a new marketing and brand strategy that emotionally connects with customers, expands our customer reach, and delivers on the 'reasons to believe' in the brand. Through innovative marketing and advertising strategies, drove substantial increases in comp store traffic and customer count that resulted in 13 consecutive quarters of double-digit comp store sales increases.Increased the penetration of our target customer by 21%. In 2013, our target customer penetration was 38.8% and in Q1 of 2016 this increased to 46.4%.Through omni-channel marketing initiatives focused on target customers, we built compelling campaigns that inspire and motivate consumers to shop our brand while reinforcing the brand to grow top of mind awareness. Awareness grew from 13% in 2013 to 38% in Q4 of 2015. Additionally, we more than tripled unaided awareness in that same time period.Delivered compelling digital media strategies to significantly increase the acquisition of new customers and higher retention of existing customers. These strategies included effective execution of programmatic ad targeting, differentiated development of social media campaigns, and successful remarketing campaigns.Delivering differentiated in-store shopping experiences by extending the brand essence across all customer touch points. Infused branded and recognizable elements throughout the store, developing a store layout that caters to the shopping requirements of our customers, and defining the associate interaction with customers.

Execute the strategic marketing strategy and align the organization around successful marketing strategies through education, influence and strong business partnerships. Manage and maximize the long-term value, equity and performance of the LensCrafters brand.Develop a holistic customer communication execution strategy for the brand while coordinating messaging through all key touch points and vehicles; television, print, digital, and social.Lead the development of a detailed integrated marketing processes that outline how marketing interacts internally and with the rest of the organization, collaborating with other team leaders and stakeholders within and outside the group to ensure strategic marketing imperatives are achieved. Conduct thorough analysis of customer market research and internal sales/profit data to make fact-based decisions that improve the effectiveness and efficiency of our overall marketing spend. Manage the growth of brand awareness, equity, and the consistency of brand identity, ensuring that all marketing activities are aligned with brand strategy.Execute strategies for promotional activities with increased synergies that integrate the branding direction and merchandising category strategies in a creative approach that brings life to the promotional messaging.Build brand equity that positively differentiates LensCrafters from the competitors, attracts new customers, increases share of wallet, and strengthens loyalty.

Creates innovative marketing plans and solutions that deliver strategic business results.Manages, develops and cultivates the in-house creative team to develop compelling communications and in-store graphics that elevates our brands and motivates consumers to shop at all three concepts.Leads the Visual Department to provide clear direction and compelling merchandise displays to stores to elevate the appearance and relevancy of our stores to their particular concepts.Provides insight and actionable analysis of consumer purchase behavior and trends utilizing the marketing database team and the data collected at point-of-sale as well as third party consumer research.Develops and executes an annual partnership marketing plan, obtain co-op funds and collaborate on joint marketing programs in all channels to achieve both the company’s and the vendors’ objectives.