Edward Bourelly Email & Phone Number

Oak Park, IL, US

Chicago, Illinois, US

Ann Arbor, MI, US

• Reporting to the President, led a team of 32 including 4 Director reports, developed and executed strategies that drove record membership growth of among 680K+ alumni through recruitment, retention and fundraising.
• Oversaw and enhanced the paid student and alumni membership unique value proposition and P&L
• Primary marketing liaison for the University President's Office and Athletics Department successfully leading sold-out campaigns for the 2023 National BCS events including Rose Bowl and National Championship tours
• Oversaw the team for the Michigan Alum magazine, newsletters and digital communications efforts achieving a 42% increase in digital engagement, the highest in the association’s history
• Introduced the association’s 1st CX/UX roadmap enhancing product and service experience across all programs
• After restructuring the team, added the Project Management function and the Attain platform for the entire org

Toronto, Ontario, CA

Hampton, New Hampshire, US

• Led a cross-functional team of 6 to drive membership growth and loyalty through targeted strategies that utilized brand management, market research and CRM insights at both the DMA and club levels
• Oversaw a $20M marketing budget achieving 13% market growth in 2019 and 6% in 2022 while steering the brand through COVID-19 with adaptive messaging and lobbying efforts to reopen clubs
• Achieved the largest market revenue growth in the company’s history over 47 consecutive growth quarters
• Established a corporate B2B function using Salesforce Sales Cloud to expand outreach to large groups and corporations enhancing partnership opportunities
• Directed creative advertising development with agency partners ensuring consistent brand messaging across new acquisitions, loyalty programs and digital and traditional media channels
• Collaborated with operations, finance, analytics, and the legal team to craft go-to-market strategies across major regions including the Midwest, Southeast and Northeast

Boston, MA, US

Oak Park, Illinois, US

• Led marketing and brand consultant working on various segments developing, managing and implementing integrated marketing and brand strategies for clients
• Led, evaluated, and implemented omni-channel retail strategies and new concept development
• Developed Go-To-Market strategies across Direct-to-Consumer and wholesale retail channels
• Led and managed digital/social marketing strategy development and planning, with the ability to identify the right tactics across a multitude of marketing channels (print, digital, social, content, direct mail, video.
• Evaluated content and worked with creative services and agency partners to develop content
• Oversaw the selection and negotiation of outside vendor partners

Buffalo, New York, US

• Designed and led the retail brand function driving omni-channel strategies with top retailers (Dick’s Sporting Goods, Fanatics, Lids, Foot Locker, Amazon) contributing to New Era’s record $400M+ revenue growth
• Negotiated to reacquire and re-establish the direct-to-consumer channels for the brand
• Led a team of 8, oversaw a $3M marketing budget, collaborated cross-functionally with sales, design and merchandising teams to develop seasonal product stories and go-to-market strategies
• Key stakeholder on the global cross-functional leadership team
• Managed relationships with licensing partners (MLB, NFL, NCAA, NBA) and was honored as NBA's 2017 Vendor Partner of the Year
• Boosted digital marketing results by 35% through enhanced SEM, SEO, PPC, CRM, social media and email efforts with retail partners, influencers, and athletes

Beaverton, OR, US

• Led a team of 45 retail brand managers and product presentation specialists driving strategies across Nike’s Central Territory (20 states, $1.8B in revenue) achieving record-breaking sales across all categories
• Directed omni-channel initiatives for key retail partners (Dick’s Sporting Goods, Foot Locker, Champs) and specialty accounts enhancing Nike’s brand presence and customer reach
• Managed high-profile sporting events including the Super Bowl, NBA All-Star and World Series to boost traffic and elevate Nike’s product stories within the territory
• Launched critical digital platforms including Nike+, Nike Fuel Band and SNKRS now generating more than $700M in revenue and comprising 20% of Nike’s digital business
• Conducted in-depth KPI analysis and consumer trend research to identify opportunities and strategic insights

Beaverton, OR, US

• Led category and seasonal initiatives in Chicago to strengthen brand presence, drive consumer demand and connect with the lifestyle sport segment achieving record growth for NSW at $85.2M (+47%)
• Developed a celebrity influencer and product seeding program that drove the highest-ever digital growth and launched iconic destinations like Chicago’s L210 and Room 23 seeding lounges
• Executed the largest lifestyle product launch in the company’s history with the Yeezy debut, setting new standards in brand visibility and consumer engagement
• Collaborated with high-profile entertainers and athletes including Kendrick Lamar, Virgil Abloh, LeBron James and Kobe Bryant to enhance brand influence and reach

San Francisco, California, US

• Launched the Levi Strauss Signature and Denizen brands with an integrated marketing plan into the mass channel with retailers including Wal-Mart, Target, Kmart, Meijer, and Shopko
• Partnered with the sales team on all initiatives to support product sell-in to retailers and on-floor execution
• Developed extensive national co-promotions with such partners as Kellogg's, SlimFast, Clorox, and Sony
• Managed all aspects of programs with partners that included broadcast, print, merchandising, public relations, POS, online, gift card marketing, sweepstakes, gift with purchases, and event marketing
• Charged with the development and coordination of all in-store elements that included fixtures, seasonal signage enhancements, POS, and third-party merchandisers
• Assisted with the development and evolution of Signature’s Brand Value Proposition that included packaging design, brand logo enhancements, identifying consumer targets, and creation of the brand guidelines

Atlanta, Georgia, US

• Managed all national advertising and marketing with agency partners for three major retail departments within The Home Depot Corporation (Flooring, Kitchen and Bath, and Appliances) that included merchandising, print.
• Facilitated joint marketing efforts with various home improvement vendors and Global Product Merchants for existing product lines and new launches at The Home Depot stores
• Coordinated seasonally themed chain-wide marketing executions that affected all departments
• Communicated all promotions and on-floor action plans within the departments to all associates nationwide
• Developed, supported, and analyzed product and marketing execution tests within the retail environment
• Coordinated with Global Product Merchants circular advertising for products and promotional items

Rochester, New York, US

• Developed and implemented national promotions and launches for new and existing consumer product lines of Kodak digital and disposable cameras, films and services
• Coordinated and briefed the creative team in order to produce all collateral, print advertising and elements for national and test market promotions
• Coordinated national promotional tie-ins with entertainment partners such as Universal Studios, the Rock n’ Roll Hall of Fame, the Academy of Motion Picture Arts and Sciences, and various other organizations
• Supervised the production of print, gift with purchases, and POS for products and services
• Implemented and designed retail-specific promotions and employee incentive programs to assist in the support of Kodak film development and services
• Developed, supported, and analyzed product and marketing execution tests

Irvine, CA, US

• Handled every aspect of client/agency relations for key markets in the SE region including the development of promotions and the production of local media, and collateral
• Analyzed every aspect of Taco Bell’s business performance including sales, sales mix, industry trends and competitive information in order to develop strategic planning and to measure the effectiveness of programs
• Planned local promotional tie-ins with companies, sports franchises and media partners including: Pepsi-Cola, Universal Studios, the Orlando Magic, Busch Gardens, Sea World, the Miami Heat and Dolphins, Charlotte.
• Developed multi-cultural marketing programs targeting African-Americans and Hispanics that entailed creative production, behavioral research, and menu trends
• Managed outside vendors to provide cost-effective, high-quality program execution and enhancement
• Developed and managed budgets and cost containment of marketing programs

Chicago, Illinois, US

• Handled every aspect of client/agency relations for South Florida’s 271 restaurant region including: strategic and promotional planning, overseeing creative execution, presenting campaigns to the owner/operators and.
• Developed program initiatives utilizing segmentation strategies based on key behaviors, drivers, the competitive environment and past program results
• Researched all competitive strategies in the quick service retail industry including advertising campaigns, new product development, new promotional tie-ins and collateral
• Planned local promotional tie-ins with companies, sports franchises and media partners including: Coca-Cola, Busch Entertainment, Walt Disney, Sea World, the Florida Marlins, the Miami Heat and Dolphins
• Developed multi-cultural marketing programs targeting African-Americans and Hispanics in different DMA’s that entailed creative production, behavioral research, and menu trends

Mba, International Business

Bachelor Of Science (B.S.), Advertising