Cheri Hoffman Email & Phone Number

•Lead all aspects of brand, content, and marketing communications strategy•Drive brand awareness and build brand identity •Create comprehensive and targeted marketing communications plans for key business functions and initiatives•Conceptualize and activate best-practice content, including multimedia articles, blogs, social media posts, white papers/case studies/position papers, website content, and brand videos•Oversee all company and external events, including webinars, conferences, and customer events•Close collaboration with key internal stakeholders to positively impact brand loyalty, customer retention, and company growth•Perform content audits and gap analyses•Develop and manage the Marketing Communications team, including the Digital Marketing Manager, Marketing Communications Manager, Healthcare Writer, and Social Media Consultant•Manage media vendors and agencies

•Lead all aspects of brand and content strategy, telling Q-Centrix and partner stories through relevant and meaningful content•Drive brand awareness and build brand identity •Conceptualize and activate best-practice content, including multimedia articles, blogs, social media posts, white papers/case studies/position papers, website content, and brand videos•Oversee all company and external events, including webinars, conferences, and customer events•Close collaboration with key internal stakeholders to positively impact brand loyalty, customer retention, and company growth•Analyze content marketing data to identify trends and anticipate needs•Perform content audits and gap analyses to assess how well existing content is performing as well as what content is needed•Review technical content from experts and analysts•Develop and manage the brand and content team•Manage media vendors and agencies

Asheville, North Carolina, United States

Build and oversee a comprehensive marketing strategy for Strivven Media, an innovative EdTech company, through traditional, digital and content campaigns, driving brand awareness and data-driven conversions. Role responsibilities include:•Articulate and implement a brand vision for Strivven Media's suite of SaaS online career exploration products: VirtualJobShadow.com, VJSJunior.com, and LifePath.•Develop and implement content marketing strategy across digital and print channels (websites, newsletters, brochures, social media, and ads).•Convert awareness and site traffic through calls-to-action, landing pages, and lead generation content.•Manage digital ad campaigns through Google, Facebook, etc.•Work with the in-house video team to create compelling, customer-centric video content.•Build and execute editorial calendar.•Create strong connections with external media to help tell the Brand story and position Strivven Media as an expert in the education technology field.•Identify and nurture strategic partnerships with corporate, non-profit, and educational organizations. •Responsible for growth and management of in-house marketing team and external agency relationships.•Monitor market trends, research consumer markets and competitors’ activities to identify opportunities and key issues.•Activated an internal communications plan, including team member newsletter and special events.

Asheville, North Carolina, United States

Emerge AVL is a marketing consulting business focused on helping companies find their brand voice and marketing mojo. Services include: Marketing Strategy and PlanningSometimes getting started is the hardest part. If you’re a company that is ready to take the next step, let Emerge AVL help you build short and long-term marketing plans that are custom-built for your organization's objectives and growth.Current Marketing EvaluationEmerge AVL will evaluate your company’s current marketing strategy/activation, and provide a roadmap for future strategy and marketing plan. This includes a review of competition and your industry landscape.Brand BuildingAs the competitive landscape and customer preferences evolve, your business will need to grow. Whether a complete rebranding, or limited-time Brand initiative, Emerge AVL can help establish the right tone, look, and communication plan to reach the right audience and build your Brand identity.Marketing Team LeadershipIf your company finds itself in need of interim marketing leadership, Emerge AVL can fill the gap to make sure your company and team do not miss a beat; providing executive-level guidance on marketing strategy, team management, and individual mentoring.Content Creation and CopywritingWords are hard. Let us do the heavy lifting when it comes to your copywriting needs, with a tone and voice that will reflect your brand, and a message that will compel customers to act. Current and past clients include: Center for Craft, Diamond Brand Gear, Earth Fare, Aeroflow Healthcare and Vine Ripe Nutrition.

Asheville, North Carolina Area

•Led strategy and execution of marketing, advertising, PR, and customer experience activities for the Mom & Baby division, helping to drive 45% YOY revenue growth.•Played an integral role in the overall plan, development and direction of marketing efforts to increase the value and performance of the Mom & Baby Brand, product sales and profitability. •Strategic lead in digital marketing, working closely with the SEO and paid ads teams for Mom & Baby division.•Analyzed Brand positioning in the market and crystalize targeted consumers insights.•Monitored market trends, research consumer markets and competitors’ activities to identify opportunities and key issues.•Provided content strategy for engaging current and potential customers.•Led the development of social media content calendar and messaging.•Collaborated with other marketing functions to develop holistic / integrated marketing plans.•Oversaw creative development and eCommerce product assortment for AeroflowBreastpumps.com.

Asheville, North Carolina Area

Responsible for creating and executing customer-centric, omni-channel, go-to-marketing plans, supporting a comprehensive customer experience vision that enables and expresses Earth Fare's purpose - to make healthy food accessible to everyone…everywhere. 2017 Asheville ADDY Award winner.•Provide strategic input into the development of channel plans and communication strategy. •Lead and manage internal production, creative and content teams, providing creative and copy direction for print, digital and external marketing.•Ensure Brand standards are adhered to in the development of all internal and external communication as well as retail store interior and exterior branding related to program development.•Partner with key influencers to develop and activate educational, relevant content that will drive customer engagement.•Build and manage marketing budget, including financial management and measurement.•Input customer and competitive insights into actionable channel strategies across digital and traditional channels. •Build and activate company-wide and department-specific initiatives and events.•Execute integrated private brand and loyalty programs.•Integrate all programs into multi-channel execution, ensuring channel plans are executed as planned.

Raleigh-Durham-Chapel Hill Area

•Created Brand Activation department for The Body Shop's (a L'Oreal company) US and MX markets, delivering Brand messaging on internal and external channels, helping to deliver traffic and YOY improved sales volume of +3.2% LFL.•Cultivated a community of Brand advocates through The Body Shop Beauty Influencer program, generating over 1,000 online reviews and social media posts, resulting in digital content with customer reach of 1+ million per campaign.•Partnered with The Body Shop global team to provide US/MX feedback and insights into upcoming Brand direction, events, values initiatives and product development.•Drove experience-led marketing through live events such as Hopscotch Music Festival, in-store/online events and strategic partnerships, exposing The Body Shop to millions of potential new customers.•Brand voice for digital content strategy, reaching an email database of over 850,000 unique customers.•Developed national and local advertising strategy, including creative direction, agency relationships and budget management.•Defined and executed both internal and external sampling strategy, driving both retention and new customer acquisition. •Part of cross-functional taskforce that resulted in 85% improvement in store profitability.•Strong communication skills, driving strategy and executive buy-in at all organizational levels.

Raleigh-Durham-Chapel Hill Area

•Drove Brand strategy for The Body Shop's (a L'Oreal company) US and MX markets, ensuring all channels were aligned to deliver a consistent Brand message.•Managed The Body Shop Production team, consisting of Production Manager and team of graphic designers; developing and delivering all print creative assets for shops, internal departments and Wholesale channels while also liaising with our Digital team on joint creative projects.•Strategic contributor on team that led the opening of 70+ The Body Shop locations throughout the US and MX; including coordination of Visual Merchandising, Brand elements and local media outreach. •Member of International team to relaunch the brand in US and Mexico.•2013 The Body Shop Foundation Anita Award nominee – Americas Zone.

Raleigh-Durham, North Carolina Area

•Created event-specific, omni-channel overviews that clearly defined positioning, objectives and key messages.•Led and facilitated internal event planning meetings, forums and final event sign-off meetings.•Generated insightful event hindsights and competitor analysis to guide future event and product planning.•AME Zone Values Committee (subcommittee chair).

Greater Tampa Bay Area

•Responsible for developing and implementing marketing strategies for company-wide events and fashion brands at HSN, an innovator in electronic retailing with approx. $2B in yearly sales. •Managed one-of-a-kind and compelling shopping events inspired by major motion pictures such as Eat Pray Love (Sony Pictures) and The Help (Disney/DreamWorks) – serving as the primary studio contact and internal liaison to ensure alignment and on-brand messaging across all platforms.•Led high-profile launches/events such as Queen Collection with Queen Latifah, Mariah Carey, American Glamour Badgley Mischka, Reem by Reem Acra, TIMELESS by Naeem Khan, Serena Williams Signature Style, Spring and Fall Fashion Series presented by ELLE, HSN Destination Series and month-long July Birthday.•Marketing lead for HSN Arcade, a new and innovative way for retail to engage online customers through game play, driving new customer acquisition and sales.•Created a “Monthly Overview” document, analyzing overall sales goals, category priorities, customer data and retail landscape to provide a high-level evaluation of risks and opportunities.•Experience in print, TV and digital marketing platforms.

Greater Tampa Bay Area

Worked on all aspects of marketing for HSN’s beauty and jewelry categories, including: Integrated Marketing Plans, Brand Strategy Summaries and Creative Briefs. Worked directly with partners such as Sephora, Lancome, Carol's Daughter, Too Faced, Ole Henriksen and Ahava to plan and execute marketing tactics. Responsibilities included direct mail pieces, package inserts, television promos and special promotions. Marketing lead on beauty sample program on hsn.com.

Greater Tampa Bay Area

Generated informational and concise copy for on-air hosts, guests and HSN.com in a fast-paced and dynamic environment. Job duties encompassed product research and SEO training as well as close contact with several HSN departments, including: Legal, Merchandising, Broadcasting and Quality Assurance. Product categories included beauty, food, luggage, textiles, coins, crafts, household appliances and fitness equipment.

Greater Tampa Bay Area

Wrote a variety of news and feature articles for local publications, in addition to marketing copy for retail businesses.

Bachelor Of Journalism

Activities and Societies: Honors College, Omicron Delta Kappa Honor Society, Greek Week Steering Committee, Alpha Phi Sorority.

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