Jennifer Palesch Email & Phone Number

Laval, Quebec, Canada

Lead a team of photographers, stylists, and hair & make-up artists to create high-quality visual content that aligns with the brand's creative direction and vision.-Develop and maintain the creative vision for the e-commerce platforms, ensuring that all visual content aligns with the brand's guidelines and is consistent with the overall brand aesthetic, for both the Melanie Lyne and Laura brand.-Lead the photography, styling and post-production team to create visually compelling and high-quality content for product photography, on-figure photography, and editorial content.-Collaborate with the Marketing team to ensure that creative strategies support and enhance brand messaging and business goals.-Lead stylists on poses and styling of merchandise on the models.-Oversee the production and execution of all visual assets (on figure, stills, and video), ensuring that they meet quality standards and are delivered on time and within budget.

GRAPHIC DESIGN:Art direction and creative solutions for various design projects including:- Promotional components; ie: posters, flyers, ads, brochures- Identity packages; ie: logos, creative guidelines and templatesPHOTOGRAPHY:Art direction and concept development for photo projects including:- Family- Fashion- Portrait- Beauty- Food- Still life- Travel

• Lead on establishing Reitmans, R LINE and HYBA storytelling strategies and initiatives for quarterly brand amplification tactics.• Lead planning of copy and content including for all photoshoots; campaign, off-figure and in-house social content.• Create and manage a quarterly project management calendar including all critical dates for concept development, ideation and campaign approvals. Identify challenges, delays in the execution of projects and monitor flow of development stages.

Montreal, Quebec, Canada

- Lead on development and execution of 360 launch strategies and initiatives for quarterly brand amplification tactics.- Work with visual, digital, PR and social teams to ensure executional consistency and alignment.- Develop and execute R LINE and HYBA sub brands storytelling, 360 strategies and commercialization initiatives and work with visual, digital, PR and social teams to ensure executional consistency and alignment.- Lead execution of all cause marketing strategies and initiatives.- Create, share and update a quarterly smart sheet including all critical dates for concept development, ideation and campaign approvals. Identify challenges, delays in the execution of projects and monitor flow of development stages.- Consolidate performance results on activations to build post-mortem for each event.

- Outline acquisition strategies & tactics for customer migration and manage promotional plan/story calendar- Execute DMP programs to drive conversion- Oversee planning and execution of migration emails - Oversee budget management for migration activations- Drive tactics to maximize acquisition opportunities via various initiatives- Partner with CRM to build customer journeys for migrated database- Manage and execute segmentation strategies and initiatives to push conversion and dollar spend- Partner with Social team to outline content and contests to build fan base - Manage and optimize planning for the brand ambassador program

-Develop and lead quarterly promotional strategies for the Aldo Group North America business including Outlet and Accessory stores and E-commerce site.-Develop strategies and oversee execution of all brick & mortar brand activations, storytelling, key messages and product launches to maximize traffic and conversion.- Drive the go-to-market process and align cross functional teams for seasonal activations.- Implement performance and follow-up measures, and produce resulting reports to track ROI for each initiative.

- Manage the monthly email calendar through close collaboration with cross-functional teams.- Ensure thorough analysis of email results for continuous optimization of email creation and deployment strategy.- Collaborate with the CRM team to develop segmentation definition & optimization as well as new customer journeys.- Plan and lead the Email & Web A/B testing process; including monthly ideation sessions, roll out and analysis.- Lead compilation of detailed project post-mortems, reviewing key learning and process gaps.- With close collaboration with all strategic & production teams, oversee the constant inclusion of deeper personalization within all key customer touchpoints.

Reporting to the Marketing Director and part of the Brand Commercialization team, I am responsible for leading the Handbags and Accessories marketing strategies and initiatives for North America. As a marketing generalist with strong project management skills, I am both operational and creative in my role. - Lead the development of a quarterly promotional calendar to increase IPT, AOV and conversion for the Aldo Group North America handbag and accessory business.- Drive the go-to-market process to align cross functional teams for seasonal activations.- Develop and execute gift with purchase initiatives to support consumer pull promotional activities and geo-segmentation opportunities.- Implement performance and follow-up measures, and produce resulting reports to track ROI for each initiative.- Partner with Visual Merchandising to create dynamic and impactful enhancements during key storytelling periods for Aldo Accessories. - Manage and execute various marketing initiatives for the Aldo ladies, men's and accessory channels; including product storytelling for special launches.- Effectively manage briefs, timelines, project development, approval process and store communications for every initiative.- Define and manage seasonal strategies to highlight key gifting periods, increase transaction values and gift card sales.- Manage and expand on external distribution channel opportunities to increase gift card sales and brand awareness.- Manage Accessories and Gifting annual budget.

- Reporting to the Marketing Director; participates in the development and implementation of go-to-market strategies designed to drive sales for the Aldo Group North America; ladies, men's and accessories business.- Execute and manage various marketing initiatives including monthly product storytelling, special launches, sales promotions and gifting strategies.- Define and execute various in-store test strategies and track, analyze and report on findings for management.

• Work with external agencies to implement and launch a branded email preference center that increases database profiles and improves customer communications for Aldo CA, US, UK.• Collaborate with IT to ensure new and existing user profiles are populated correctly within one master data extension. • Provide briefs/direction to the design studio and manage the production timelines of in-store and online supporting components that increase program awareness and email capture; deliverables include POS signage, website homepage pop-up and footer and complete email journey (7 unique emails).• Establish a project work-back schedule to redesign and optimize all transactional emails to improve clarity in the messaging and reduce customer calls for Aldo CA, US, UK.• Provide direction to an external design agency and copywriter, and work closely with a graphic designer to execute 23 responsive transactional email variations based on business requirements.

• Responsible for coordination and execution of all marketing projects in accordance with corporate objectives and strategies. Act as traffic manager and allocate tasks to marketing coordinator and designers and monitor the evolution of each project.• Responsible for establishing a work-back schedule for projects, setting the priority for the team to follow and lead weekly status meetings. • Effectively manage and execute a continuous stream of projects at once while consistently meeting the production deadline and arriving on or under budget.• Partner with Sales and Operations, Visual Presentation, Merchandising, Global Sourcing and Sign Production department to establish goals and alignment. • Oversee the workflow of graphics and production team. Create briefs, provide copy, content and direction to designers. Lead and coach project team based on strategic objectives. Proof all projects before presentation.• Oversee the maintenance of distribution lists per store for all signage. Determine appropriate signage allocation based on store dimension, design and volume.• Direct and develop online product knowledge videos. Establish concept proposal, set design, storyboards/shot lists, copy and content. Lead the shoot coordination and planning. Provide editing direction for final review. Lead the development and editing of seasonal fashion videos.• Support in the merchandise coordination, creative development and execution of seasonal photo shoots (model poses, set design/props and location, hair & make-up etc.) • Oversee the retouching process of all photography. • Responsible for creative direction, content and styling of all off-figure photography for in-store and online features.• Support in the planning and strategy of 360˚ product launches and lead the development of internal communication launch packages to support the stores.

• Design and creative direction of various campaigns, magazine spreads, bi-weekly promotions, in-store and trade show signage, website, brochures, internal documents, packaging, garment hang tags/labels, advertisements, coupons, etc. Conceptualize, design and launch of a skin care line and supporting marketing components.• Maintain a strong brand image throughout all marketing initiatives by respecting grids, brand guidelines and designing consistently.• Responsible for the creative direction and styling of product photography taken in studio; flat product and model shots. • Creative writing for the website, promotions and magazine fashion and editorial spreads.• Retouch and close-cut product and model photography.• Support Marketing, Store Operations and Merchandising department with various presentations. • Research, analyze and report on competitors’ store design, campaigns, websites and promotions.

• Responsible for coordinating attendance at over 25 trade shows a year across Canada. Coordinating with stores about required signage, door prizes, furnishings, electricity and other necessary material while negotiating trade show costs and specifics regarding the contract.• Develop and manage distribution lists and spec sheets for all print production; coordinate with all suppliers to ensure production timelines are respected.• Photograph all monthly merchandise and update product descriptions for the website.• Retouch mannequin product shots used for all internal marketing tools and website. • Design and coordination of internal product knowledge communication booklets. • Coordinate all product descriptions and merchandise for the flat product photography shoots.• File and organize all invoices and redeemed coupons.

B.F.A, Design

- Specialize in print design, typography, branding, packaging, sketching, layout and product design. - Taught to think conceptually.

A.E.C, Commercial Photography, Winner Of The Patrons Award For Highest Portfolio Grade

- Professional photography certificate for advertising, portraiture, beauty, catalogue and product photography, fashion photography.

Web Design (Continuing Education)

- Introduction to web design using HTML coding and Dreamweaver with CSS. - Overview of how to create visually appealing and functional web.

Dec, Communications

- Concentrating in Digital Design, Creative writing and Photography. - Studies in Journalism and History of Film.

Bilingual High School Diploma With Honours