Helping clients and followers to best represent their personal and professional brands via personal style that harmonizes with their coloring and features.Follow @the.stylish.sabbatical on Instagram and haydenperry.substack.com to learn how style meets strategy.

Built an in-house, multi-disciplined marketing function from scratch including brand, PR, events, email, paid and organic social content and engagement, paid media and graphic design.Led qualitative and quantitative research to deeply understand target consumer, their media habits and their competitive frame of reference. Revealed key purchase insights to underpin integrated marketing campaigns.Evolved MIXT brand positioning and tone to provide strategic marketing and business guardrails.

Led marketing for the f’real brand; responsible for cup and equipment demand generation and revenue, COGS & product margin, marketing spend and department SG&A.Directed the team responsible for 18-month product roadmap, product development and commercialization, consumer awareness campaigns, customer marketing and relationship management, and creative services.

Re-launched the brand in March 2020 with the introduction of two new product categories, an updated pricing strategy, new packaging and a marketing campaign designed to increase awareness with our Gen Z target. Directed the cross-functional team managing the re-launch, quickly assimilated information to make critical project decisions and updated the Leadership Team on challenges and status.

Created the go to market strategy for Xoom’s global expansion to Europe, Canada and Australia. Confirmed target and value proposition for each new market, established pricing strategy and lead generation and conversion plans. Forged relationships with global PayPal partners and in-market media agencies.

Oversaw retail brand marketing strategy, ensuring that product assortment, in-store messaging and experience laddered to core brand equities and seasonal business objectives.Directed local store marketing; evaluated local market nuances, needs and competitive environment. Supported emerging markets with market- and store-specific advertising and community marketing.Pioneered Peet’s experiential and influencer marketing practices. Designed, fabricated and operated Peet’s first-ever food truck; used at events to generate awareness, trial and buzz. Conceived of and executed events that educated and organically communicated brand values and key differentiators. Opened SF, DC and Chicago flagship stores with events for media, bloggers and influencers that each garnered >100M earned impressions.Ran PR and social media. Headed outreach efforts for Intelligentsia acquisition, Peet’s 50th anniversary, new product launches and other brand news. Crafted talking points and prepared CEO and other senior leaders for media interviews.

Served as the marketing lead on a cross-functional team that executed Peet’s largest-ever retail expansion. Developed the marketing playbook for new market entry. Acquired new customers via digital, social, radio, print and out-of-home advertising, PR and sampling programs.

Launched new consumer brands and products. Assessed market size, facilitated market research, developed product positioning, led naming efforts, outlined resource needs, developed customer and consumer marketing plans, and evaluated in-market performance. Client projects included:Peet’s CoffeeManaged product development, testing and validation, and multi-channel launch of RTD iced tea line. Developed packaging (including labeling requirements) and customer & consumer launch marketing plans.The Hershey CompanyEvaluated market potential for new product. Identified usage rituals, shopping behaviors and drivers of experimentation; Recommended guardrails for product development.CamelBak Products LLC.Launched new CamelBak water bottle at both sporting goods and mass retailers. Supported with CamelBak’s first lifestyle marketing campaign including social media, digital and print advertising, paid blogger outreach and field marketing.Fork in the Road FoodsPartnered with CEO to set up a company-run Brand Ambassador organization focused on building awareness and generating trial via grassroots sampling.

Developed and executed direct marketing plans that drove omni-channel sales. Evaluated sales performance and communicated trends to cross-functional brand partners. Partnered with the brand team to achieve financial targets.

Formulated, executed and evaluated consumer promotional programs to build awareness, generate trial and encourage repeat purchases.Directed a 60+ Brand Ambassador organization that oversaw 120+ sampling events per week at grocery and club stores. Ensured consistent brand messaging to drive a 30% increase in package sales at events.

Analyzed competitive pricing data to understand Safeway’s relative price positioning. Ran quantitative and qualitative research that guided pricing strategies. Conducted A/B pricing tests to quantify impact of strategies on category profits.

Analyzed automotive online buying services and identified best practices that improved dealer profitability in the online channel. Presented findings and recommendations to 200+ Ford Motor Company senior managers.

Conducted market and competitive analyses.