Emma Gardner Email & Phone Number

Boston, Ma, Us

Hingham, Ma, Us

Recruited to drive holistic marketing plan to increase visibility, brand equity and transactions across all platforms. Led menu development, PPC (pay-per-click) advertising, social media management, e-mail and mobile campaigns, retail signage, local store marketing, brand partnerships and PR outreach. Professionalized the marketing function, formalized internal processes and strengthened partner relationships.•Developed integrated campaign strategy activating paid, earned and owned channels to improve performance of LTO (limited-time offer) product launches and promotions•Introduced content calendar and marketing timeline to align cross-functional team, franchisees and store operators, leading to stronger collaboration and smoother rollout of new products and initiatives•Implemented research-backed brand identity refresh, evolving positioning, brand experience and content strategy to increase awareness, relevance and activation•Spearheaded efforts to revamp loyalty program, including performance audit, improved engagement strategy and technology enhancements that reduced errors by nearly 70%•Streamlined contactless ordering through owned and 3rd party channels (website, mobile app, in-store kiosk, online marketplaces) to reduce customer friction and increase average transaction value (ATV)

Braintree, Massachusetts, Us

Member of senior leadership team, responsible for lead generation and growth marketing to drive acquisition, retention and advocacy within crowded market. Led brand development, paid advertising, lifecycle marketing and customer experience initiatives. Modernized brand communications and digital presence, developed customer journey strategy and built marketing analytics dashboard to evaluate and improve performance. •Optimized paid (SEM) and organic (SEO) traffic with innovative digital campaigns and compelling website design, increasing conversion rate by 10% and decreasing cost per conversion by 25% •Drove strategy and implementation of new CRM platform, enabling segmentation, marketing automation, lead nurturing and reporting to increase engagement and customer lifetime value (LTV)•Formalized sales enablement tools to drive conversion, increase revenue, and improve client and staff satisfaction, resulting in above average company NPS (Net Promoter Score)

Havant, Hampshire, Gb

First corporate employee in the US, charged with developing and executing marketing plan to drive customer acquisition in new markets. Oversaw performance marketing, editorial content, direct mail and retail collateral. Aligned online and offline channel activity, improved ad performance and increased customer base.•Unified store and e-commerce teams to activate global brand initiatives at the local level through relevant partnerships, events and promotions, doubling e-mail database in six months•Launched US-specific content marketing, influencer and social media strategy to extend brand reach and drive credibility, resulting in 53% increase in weekly website visits and 25% increase in on-site conversion•Identified US proposition and re-defined prospective marketing approach to differentiate product offering, leading to lower CPC (cost per conversion) and higher ROAS (return on ad spend) for paid social campaigns

Canton, Ma, Us

Managed creative strategy and production of multi-channel marketing campaigns across advertising mediums (display, social, video, audio and out-of-home). Coached two direct reports, managing timelines from creative brief to delivery of 200+ ads annually in support of national marketing calendar, new product innovation and local initiatives.•Influenced development of integrated marketing plan, GTM (go-to-market) strategy and creative concepts for one of brand’s largest coffee programs, contributing $10.4MM incremental sales in four-week period•Selected for SCRUM team, reinvigorating donut category strategy through merchandising, packaging and holiday activations, with Halloween efforts driving 16% comparable store sales growth•Earned Marketing Excellence Award in 2017 and 2018 for demonstrated strategic leadership and collaborative cross-functional relationships

Canton, Ma, Us

Owned messaging strategy and managed creative development for all point-of-purchase (POP) advertising, packaging and retail merchandise for 8000+ Dunkin’ Donuts US restaurants.•Initiated efforts to evolve brand’s creative expression and optimize customer journey at retail, effectively driving increased traffic, trial and ticket•Refined cross-functional process, leading eight-person retail marketing team and external agencies to improve operational efficiency from planning through fulfillment of monthly POP kits•Established framework to drive engagement with consumable and retail product packaging and branded merchandise, leading to national media coverage and 150% retail category growth in first year•Audited production process and vendors, resulting in 20% reduction in cost and timing

Canton, Ma, Us

Drove creative process from concept development through photo shoot management and final asset delivery. Evaluated all consumer facing in-store deliverables with strategic filter against current business situations.

Canton, Ma, Us

Coordinated pre-production efforts and creative approvals with agency partners and cross-functional stakeholders. Standardized processes and communication to gain efficiencies and ensure seamless program execution.