Karla Davis Email & Phone Number

Columbus, Ohio, Us

Bolingbrook, Il, Us

Advanced to this role immediately following organizational restructuring to establish new revenue stream: Brand Partner Marketing, whose mission is to ensure retail brands recognize value of partnering with Ulta Beauty on mutually-beneficial growth opportunities. Oversee $100M+ in media budget across all channels. Lead integrated marketing planning, encompassing cross-channel promotional campaigns, brand equity programming, strategic initiatives, and major brand launches. Drive innovation through 1st-to-market opportunities with Google, Reddit, and Snap. Expanded scope to include social, influencer, and performance marketing channels. Evolved media mix to increase digital/social channels by more than 30% of budget and optimize multicultural media integration. Manage team of 30 associates. Integrate DEI initiatives into a total business focus.► Conceptualized and executed award-winning MUSE (Magnify, Uplift, Support & Empower) campaign to honor Black Americans’ contributions to beauty and culture. Grew Ulta Beauty’s reputation as retailer of choice for this cohort.► Generated 60% ROI growth in 6 years through evolution of marketing investment strategy to integrate marketing funnels, strengthen eCommerce and media partnerships, and maximize economies of scale.► Innovated bespoke partner campaign for Ouai hair care, “Where There’s A ____, There’s A Ouai!” to drive connection and conversion among Latinx guests. Drove TikTok engagement 7.5x benchmark and new shopper to brand.

Bolingbrook, Il, Us

Joined organization to stand up corporate marketing function. Developed business case, articulated purpose and projected impact of corporate marketing, and introduced fundamentals of brand management and brand communication. Built initial knowledge base of Ulta Beauty’s consumer segments, led growth target research into diverse audiences, and identified growth opportunities. Reoriented marketing mix and redeployed marketing spend to prioritize growth categories, primarily broadcast, digital, and social. Centered branding around purpose-driven, engaging messaging. Recruited and directed cross-functional team across strategy, marketing, and media.► Conceptualized and launched Ulta Beauty’s 1st national advertising on broadcast, digital, and social, “All Things Beauty. All In One Place,” that contributed to 12%+ sales increase for company stores in 2016 and a +8% comp increase in 2017.► Leveraged data segmentation and primary research to develop strategies for key consumer growth opportunities, driving aided and unaided awareness 10pts+ on average across Millennials, Latinx and Black American Beauty Enthusiasts.► Identified and engaged new Agencies of Record across strategy, digital/social and media disciplines. New agency roster named 2017/2018 US Creative and Media Agencies of the Year, respectively.

Chicago, Il, Us

Recruited by division president to the world's largest Black-owned cosmetics company, to introduce CPG mindset to marketing team, key to shifting trajectory of declining brand and elevating Fashion Fair’s relevance to new, younger audience. Scope encompassed brand management, including financial planning, advertising development, innovation pipeline, and promotion planning. Managed 5 direct reports across brand strategy and consumer research.► Relaunched and exponentialized performance of core products, by structuring 3 new promotional programs with innovative packaging that bundled favorites into color palettes across lip, blush, and eye categories.► Achieving 85% average sell-through across 6 newly-launched holiday, theme-based and color collections programs, including Carnivale and New Orleans.

Greater Chicago Area, Il, Us

Owned integrated marketing campaign for Kraft Recipe Makers, Kraft Salad Dressing, steering launch planning, financial support, and brand packaging design. Articulated strategy and direction for pipeline development, refinement, and commercialization. Earned “outstanding” concept scores and “ready” product scores in BASES testing. Managed 2 direct reports.

Purchase, New York, Us

Directed $80M in brand operations for $1B portfolio, principally guiding financial planning, marketing strategy development, and pipeline development. Delivered $200M gross sales for Quaker Oatmeal, Quaker Cereal, Life Cereal and Capn’ Crunch. Launched $30M+ in hot cereal and ready-to-eat cereal innovation in 6 months. Conceptualized 1st social media and influencer campaign; doubled social media following and engagement. Orchestrated US Market development of 1st PepsiCo global innovation process. Managed 4 direct reports.

Bachelor Of Arts - Ba, Mass Media Arts/Advertising

Masters Of Business, Design Strategy