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As the Head of Marketing for LookOurWay, I successfully led initiatives to grow digital marketing programs, including enhancing search engine marketing (SEM) and search engine optimization (SEO) strategies. I focused on optimizing conversion rates and improving the user experience across all channels, ensuring that LOW's marketing efforts drove measurable results and successful growth.A key area of my leadership has been managing and growing our Amazon business. Through strategic enhancements, I have maximized our presence on the platform, optimizing product listings and advertising to increase visibility and sales.Additionally, I spearheaded the launch of a new Shopify website, which provided a more seamless shopping experience for our customers. This new site, combined with a revamped corporate branding initiative, has helped to elevate LookOurWay's market position and strengthen our brand identity. My role continues to be pivotal in driving both digital transformation and overall business growth for the company.

I strategized and executed the company’s contemporary growth and increased relevancy through direct-to-consumer business, while following the latest trends in online and in-store marketing. Here, I supplemented growth with e-Commerce initiatives and positioned the company as a competitive leader. I gained promotion in recognition of the success of sports brands and led 8 direct reports.My omni-channel marketing program efforts included Brand Marketing and Development, E-commerce Strategy and Management, Shopify and Shopify Plus Ecommerce Platform, Consumer Research and Insights, Product Line Development, Merchandising and Positioning, Product Packaging, Retailer Marketing Programs and In-Store Promotions, Displays and POS Materials, Trade and Consumer Advertising, Public Relations and Social Media, Trade Shows, Direct to Consumer E-commerce, Klaviyo Email marketing, SEO, SEM, re-targeting, Budget Development and Agency and in-house Marketing Team Management. Google Analytics.➥ I conceptualized and developed a line of eco-friendly products for positioning via Whole Foods and Sprouts; this doubled Whole Foods business.➥ I won Target business and led the complete product line, including product messaging and displays. I pitched and implemented the program across all 1,800 Target locations, resulting in multimillion-dollar revenue. ➥ I achieved 100% success rates with program implementation (vs. the industry average of 30%) through partnering with the sales, planning and creating sales tools, and providing quality communications. ➥ During COVID-19, I focused on direct-to-consumer business and increased it by 25% by reaching new customer groups through digital advertising. We propelled new digital customer visits by 40% through social media ads, banners, and affiliate programs. ➥ I also helped the company to pivot to producing PPE, a major new revenue driver.

I developed a strategy to revitalize two underperforming brands of polarized sunglasses. Here, I researched product categories, competitors, and the market. I also conceptualized the rebranding to include direct-to-consumer, retailer distribution, and transitional marketing. ➥ I doubled the sales within the first 24 months. ➥ I refreshed two legacy brands and made them more relevant to existing retailers through product development.➥ I identified current styles and created a new suite of sales tools (new products, displays, packaging, and new signage).➥ I directed the strategy and development of two outdoor branded websites specifically designed for direct-to-consumer sales of polarized sunglasses and custom prescription sunglasses.

Following a major partnership between Fair Trade USA and Fair Trade International, I led the US rebrand working closely with international partners on the global messaging campaign. I led the development of a new consumer website with the information on the benefits of fair trade and supporting fair trade. I bridged fair trade certification and consumer brands like Levi’s and Target, highlighting the social impact programs. ➥ I developed a new brand platform, brand communication strategy, marketing plan, social media strategy and a consumer-facing website.➥ I partnered with Fair Trade International on the development and implementation of a global brand architecture and marketing strategy designed to increase global brand equity.➥ I directed the development and activation of co-branded, consumer programs, events, PR promotions, and digital marketing campaigns with retail and brand partners.

Developed and managed the brand strategy of an emerging international outwear, sportswear and mountaineering equipment brand. Developed and managed global marketing communication and collateral: International Brand Advertising Campaigns, Product Launches, Consumer and Dealer Website, e-mail campaigns, consumer research, Technical Product Workbooks and Manuals, Sales and Training Tools, Product Packaging and Hangtags, Retail Graphics and Displays.

Created and implemented marketing strategies and brand development projects including promotions, strategic corporate alliances and dealer and consumer outreach programs. Managed corporate sponsorships including professional athlete team, film and television projects and consumer event sponsorship. Developed content for marketing collateral including product photo shoots, consumer testimonials and technical product information.