Janine Somers Email & Phone Number

United States

Boston, Massachusetts, United States

York, Me

Chief Marketing Officer, April 2023 – PresentVice President Marketing & DTC Sales, January 2020 – March 2023Director of Marketing & DTC Sales, July 2016 – December 2019Director of Marketing, August 2011 – June 2016Strategic advisor of our 9-figure, omni-channel company, I've led through three successful sales processes (the last achieving 3X rev in under 3 years), 7 acquisitions that grew our 30+ year, stand-alone brand into a family of 11 brands (in four years) and 5X revenue growth since 2011. Responsible for 40 plus people across four departments (Marketing, Creative, DTC & Guest Services), and the DTC channel’s 8-figure P&L, 14% of total company revenue. Also responsible for annual brand marketing strategies that drive profitable growth for all sales channels (wholesale, retail and DTC) as well as the creative direction for our Family of Brands. •Manage a high 7-figure advertising budget. •Responsible for our Brand Identity and all Product Packaging Design. •Leader in New Product Development •Responsible for the strategies, metrics, technologies, revenue growth, and profitability of the DTC sales channel, including Website, Amazon (1P & 3P) and Walmart Marketplaces. •Optimize and maximize marketing mix and sales strategies based on performance. (PPC, SEO, SMS, Internet Affiliate, Email Marketing, etc.) •Responsible for the content strategy for all online channels: social media, website, emails, and marketing campaigns. •Responsible for retail marketing strategies, including instore promotions, signage, coupons, and more and trade marketing strategies - from sales tools to tradeshows, instore displays, etc. •Responsible for new customer acquisition and retention strategies. •Create ROAS targets by calculating breakeven thresholds in P&Ls using contribution margin and 24-month customer LTV data.

Portland, Maine, United States

Senior Client Strategist, April 2011 – August 2011Client Strategist, November 2007 Lead executive with responsibility of three to five clients. Responsible for the overall client profitability and growth, driving business development and integrated solutions while fostering positive relationships both internally and externally. Successfully manage up to $10mm in total client revenue. Clients: Friendly’s, State Street Global Advisors, FairPoint Communications, TD Bank, Maidenform and NYCEDC (New York City Economic Development Corporation), News Corporation, Disney, and HBO. 2009 – Recipient of the VIA Award – for saving an account on the verge of leaving and helping to land a new flagship account. • Strategic account planning for clients• Manage and measure $3 M in agency fees and media for each account• Responsible for the overall client profitability, growth, and integrated solutions for clients• Responsible for fostering positive relationships both internally and externally• Responsible for developing and maintaining category expertise• Responsible for the development of campaign concepts• Develop and manage 4 direct reports – 2 Account Supervisors and 2 Account Executives• Key contributor for new business opportunities

Lexington, Ma

Senior Marketing Manager, August 2006 – November 2007Marketing Manager, April 2006 Managed and measured $2M marketing budget for all retailers – account planning to reconciliation. Developed, managed and implemented marketing plans for 25 key retail partners to drive volume (sell-in/sell-thru) and enhance brand image.2007 – Received award given by the Keds President for making a positive impact on the team.•Responsible for all retail marketing analytics, including ROI on key initiatives & SBU goals as well as the measurement of marketing spend to business/sales.•Managed the creative process of all retail marketing tools and advertising vehicles – direct mail pieces, ROP, blow-ins, brochures, etc.•Created compelling in-store visual presentations by negotiating strategic floor placement, creating seasonal and custom graphics and assisting with the development of Keds branded fixtures. •Managed workload and professional development of direct and indirect reports.•Identified and led brand initiatives for all SBUS (Wos, Kids, Mens & Ghps) based on trends at retail & in the marketplace.•Maximized brand exposure at all industry tradeshows – WSA, FFANY, Dillard’s Marketing and other regional shows w/ creative vision/design, visual set-ups, sales materials and custom account presentations.•Responsible for presenting strategic plans to senior team members, sales, and key accounts.•Coordinated with brand marketing on seasonal tools, such as custom product photography to be used in graphics program, retailer ads, and online Keds branded boutique pages as well as custom retailer call out videos of spokesperson Mischa Barton. •Facilitated creative process and approvals for retailer tagged national print ads.•Managed content for www.kedsretailer.com and www.grasshoppersretailer.com. •Contributed and managed the creation and development of seasonal catalogs for each SBU•Contributed in the creative design and product displays for NYC & Lexington showrooms.

Stratham, Nh

Marketing Specialist National Athletic AccountsDeveloped marketing strategies, managed marketing programs, and interpreted campaign results for top national athletic accounts, including Foot Locker, Inc., Genesco, and Finish Line. Responsibilities included:• Responsible for the implementation of integrated product marketing launches.• Manage production and creative teams to ensure brand integrity of both Timberland and key accounts.• Daily communication with sales teams and account marketing contacts.• Analyze in-market campaign performance for accurate ROI and marketing plan improvements.• Monitor and manage departmental budget.• Plan and execute special events.• Manage agency and vendor relationships.Marketing Specialist Community Builders TourResponsible for managing a multi-city community service tour – primary marketing vehicle targeting coreurban consumer. Responsibilities included:• Overall management of the tour, including all external and internal agencies & departments.• Creation of tour vision for 2005 and beyond.• Cross-functional communication (PR, Social Enterprise, Environmental Stewardship, External Relations, etc.)• Manage creative teams for tour marketing needs.• Monitor and manage departmental budget.• Responsible for the development of retailer relations.• Responsible for community outreach – soliciting in-kind product, services, and monetary donations.2005 – Recognized by the Sr. Leadership team with a customized Director’s chair at a global sales meeting after coordinating and executing a successful, multi-city, multi-thousand volunteer community service tour, including celebrity and high- profile figures such as Usher, Run DMC and Congressman Lewis, for excellence in directing a meaningful brand activation.

North Andover, Ma

Contributed to the development and implementation of public relations and marketing strategies,communication plans, and brand campaigns• Identified and developed press, radio, television, national magazines and other news and consumer media databases. • Assisted in the development, production, execution and reporting of seasonal product mailings to consumer media: Additionally, responsible for cold calling, product pitching.• Responsible for screening news media queries related to corporate matters and offering recommendations regarding responses to media interests to senior public relations and/or executive staff.• Assisted in the development, drafting of content, proofreading and editing of a full range of publicity materials. • Planned and executed special events and media tours.• Served as the liaison between Brand Development departments to ensure tight coordination of consumer-oriented public relations/promotional activity. • Monitored and managed the departmental budget.

Boston, Ma

Served as day-to-day contact for several key accounts. • Responsible for weekly project tracking, press release writing and distribution, media relations, monthly/quarterly clip reports, and trade-show support as well as the design and creation of press kits and mass distribution print marketing materials.• Assisted in event planning and market research projects. Clients: The Timberland Company, HIND, Vibram, ZOOTS, NewsEdge.

Ba, 1. Communications 2. Spanish

Activities and Societies: Valedictorian, Class 2001, Summa Cum Laude, St. Augustine Scholar – Highest academic award given at Assumption.

Ma, Intergrated Marketing Communications, 4.0 Gpa

Completed a third of the Master of Arts Degree Program in Integrated Marketing Communications. .

High School

Activities and Societies: Secretary International Club, Peer Mediation, Editor in Chief Yearbook Committee, Captain Football Cheerleading.