Jennifer Buchanan, Mba Email & Phone Number

Franconia, Nh, Us

Stratham, Nh, Us

Led creation and execution of brand marketing strategies globally. Established seasonal go to market plans, advertising campaigns, content calendars and innovation launches. Planned and tracked multiple marketing budgets. Managed and mentored 5-person team.• Generated positive business growth and greater engagement with consumers by creating integrated seasonal plans across paid, owned and earned media channels and leading cross-functional international team.• Elevated brand relevance by driving influencer, celebrity and partnership integration into campaign plans.• Created digital brand content and measured effectiveness by hiring first ever social media agency.• Built consumer trust and relationships by creating and driving values-based (sustainability and community) strategies and activation plans.

Stratham, Nh, Us

Developed, managed and implemented Men’s global brand marketing strategies. Established Men’s seasonal go to market plans, advertising campaigns and innovation launches. Tracked multiple budgets. Hired and managed 2-person team. • Established and grew 3 new Men’s footwear innovation platforms with differentiated positioning, launch plans and creative guidelines.• Improved brand relevance and creative effectiveness by partnering with Insight’s Director and Digital team to establish test, monitor and measurement plans.• Restored global consistency across 1.1K stores and localized websites by leading creation of retail storytelling visual merchandising guidelines and assets.

Stratham, Nh, Us

Managed, implemented and established global brand marketing strategies. Served as category champion for all product marketing storytelling assets, inclusion into advertising campaigns and innovation launches. Hired and managed 1 person. • Grew awareness and business by establishing apparel only selling tools and consumer storytelling plans and assets.• Enhanced category branding and selling by establishing new product labeling and hangtag strategy.• Improved retail presence by creating apparel-specific visual merchandising assets.

Stratham, Nh, Us

Executed, developed and managed Women’s global brand marketing strategies. Established dedicated seasonal go to market plans, advertising campaigns and product marketing as Women’s category champion.• Increased Women’s business 45% over 2 years by creating global brand plans, generating awareness for under penetrated consumer group and establishing style-driven content.• Expanded distribution and retail brand presence by creating dedicated selling tools and retail store guidelines.• Built awareness and style relevance by establishing Women-specific website and storytelling calendar.

Directed brand strategy and marketing communications for Keds and Grasshopper brands. Established brand building activities, including advertising, online, in-store and specific channel-based programs. Led internal team of up to 6 people and 2 external agencies. Created and managed budgets.• Led repositioning of brand to new target consumer by conducting consumer research, discovering brand perceptions, consumer behaviors and marketplace relevance.• On-boarded 2 new media agencies and 1 new creative agency within 1 year.• Grew ecommerce business by establishing guidelines, developing seasonal places and creating storytelling assets. • Launched customization website by developing marking plan that generated 100K+ new designs in first 6 months, including influencers, partnerships, social media and online advertising.• Improved relevance and brand penetration by directing creative development and media placement for celebrity-driven brand campaigns.• Developed first-ever environmental product initiative by establishing launch plan, including environmental influencer, specific advertising plan, dedicated website and sell-in tools.

Oversaw all wholesale channel go-to-market strategies for Keds and Grasshoppers brands. Led 2-person team that created and executed custom programs for top 30 retailers (accounting for 80% of revenue), integrating advertising, online, events, training and visual merchandising.• Increased premium distribution over 40% and consumer purchase intent 3% by creating seasonal channel plans, product sell-in initiatives and sell-through promotional and in-store programs.• Reduced tradeshow costs 10% and created award winning visual designs for 2.5K square foot booth by establishing streamlined and creative plan.• Maximized exposure at retail and improved sell-through by redesigning retailer co-op budget model, reducing unused marketing dollars and increasing trackability. • Saved company $100K+ by partnering with IT to develop new catalog process / system, allowing for internal printing and customization.

Mba, Marketing/ Management

Bs, Business Administration