Lara Dixon Email & Phone Number

Atlanta

Online Channel Marketing for Mobility Accessories including Amazon.

Atlanta, Georgia, United States

I love to create and innovate but I’m not an artist, or a designer, nor an engineer. I’m a cross functional leader, story teller and ideator that strongly influences the path forward for new ideas, action and innovation across departments. Tryer of things, a lot of things! I enjoy collaborating, mining available insights and teamwork to break new ground.

Remote

Category Management and process established for $350 MM product portfolio across multiple product categories including Jewelry, Fine Paper, Soft goods and Frames. Managed team of 8 product managers overseeing and end to end annual Product Management and Marketing planning process. Implemented partnerships and national promotions to drive sales overnight.

Business strategy, category analytics, portfolio management for Global Juvenile product brands. Building long term business and product plans, driving profitability, operational excellence and growth strategy.

Greater Atlanta Area

Relaunched consumer facing website increasing traffic 450%. Implemented automated marketing, Doubled social media followers, Established consumer email database, subscription opt in campaigns and newsletters to drive awareness of new product launches. Launched Amazon business including pricing, profitably, marketing and SEO planning. Content management for.

Atlanta, Georgia

• Managed the Go-to- Market Strategy for all Graco Baby categories in the U.S. including, ideation, sell-in and execution of national and customer specific campaigns.
• Launched first consumer loyalty program to drive brand conversion, trial and capture CRM data to retarget and re-message key consumers.
• Developed revenue driving consumer promotions, shopper marketing campaigns for product launches and category initiatives to drive maximum brand engagement and conversion to sales.
• Oversaw digital marketing integration including social media, content, CRM (salesforce), PR and Direct to Consumer.
• Led agency partners and cross-functional teams from briefing to execution of brand campaigns and initiatives.
• Prioritization of multiple projects working with agencies and vendors to create custom content and key visuals.

Greater Atlanta Area

• Strategic Management of soft Lines categories for Coca-Cola, General Mills and Miller Coors, including apparel, health and beauty and consumer technology for globally recognized consumer brands.
• Developed licensing programs including identifying category gaps, key partners, negotiating deals and developing go-to-market strategies with retail partners.
• Conducted in depth category analysis including sales trends, key category drivers, retail analysis, competitive landscapes and fashion and industry trends.
• Provided analysis to determine program gaps, developing strategies to close the gaps and implementing tactics to bring on licensed partner to achieve financial objectives.
• Managed relationships with over 30 licensed partners, outside agencies and strategic partners including media agencies across multiple clients.
• Managed relationships with licensees throughout the product development cycle including on-boarding new partners, brand immersions, product and packaging submissions, monthly forecasting, retail placement reporting.

Atlanta, GA

• Drove short and long-term product marketing strategies to ensure revenue, profitability for multiple brands. Entered into new business category driving $30MM in incremental revenue.
• Led category innovation utilizing consumer insights, trends, and deep category expertise to launch new products and deliver meaningful differentiation and growth.
• Developed Go-to-Market Strategies with retail partners, digital & social strategies, coordinated licensing partners and advertising agencies resulting in 300% increased shelf space and $30 MM in incremental revenue.
• Awarded 2011 Action Award for launching a program that achieved incremental space at key US Retailers and global distribution.
• Led cross-functional teams to deliver profitable products on time.
• Defined brand architecture across multiple brands to ensure meaningful differentiation in the market place.

• Developed Go-to-Market plans to launch product lines for in the licensed preschool toy category.
• Managed the development of all Omni-channel marketing plans including 4 multi-million-dollar mom and kid directed TV campaigns, mall campaigns, sweepstakes, national publicity campaigns and point of purchase displays.
• Managed licensor relationships with Sesame Street, Nickelodeon and Disney.
• Organized licenses summits to drive short and long-term strategies brand, promotional and revenue planning.
• Led TV ad campaigns from creative brief stage to execution, working with agencies and celebrities.
• Promoted from the Learning team to the Sesame Street team which involved managing a $100+ million-dollar brand.

Driving awareness of International Brands including The Powerpuff Girls and launching partnerships in all licensed categories. $450 MM brand with over 350 licensed partners.