Lashanda Jackson Email & Phone Number

Atlanta, Ga, Us

Atlanta, Ga, Us

Privileged to lead the Demand Center org, which is comprised of email, social, and events marketing teams.

Atlanta, Ga, Us

Oversee global marketing strategy and positioning for our all-in-one marketing platform. Responsibility also includes the development of customer marketing programs to drive growth and adoption for our marketing platform.

Atlanta, Georgia, Us

Oversee the online category experience for Tools, Hardware, and emerging businesses (Automotive, Workwear, and Pools). Also privileged to lead an amazingly talented team

Atlanta, Georgia, Us

Provided strategic counsel to senior leaders at The Home Depot (THD) by identifying and solving complex business problems across a variety of areas; including but not limited to marketplace analysis, brand positioning, service/product offerings, customer segmentation, and customer experience- Reinvented and automated the “voice of the customer” program for THD to improve the overall customer experience; dramatically increasing survey response rates to 34% and decreasing abandonment to roughly 4%; designed intuitive reporting platform to provide real-time customer experience feedback to improve business operations- Identified emerging trends with the most valuable customer segments and their shopping behavior across multiple categories through customer transaction analysis; which aided THD in revamping select pricing strategies- Designed and executed qualitative and quantitative brand positioning and competitive landscape research studies to provide actionable insights for strategic business planning process

Duluth, Georgia, Us

Provided consultative services to THD to assist with growing the Home Services business segment. Responsibilities included developing the Home Systems marketing strategy, ensuring flawless program execution, and managing marketing budget and agency partners- Commissioned HVAC consumer research to better understand the HVAC customer path-to-purchase and what messages and marketing vehicles are relevant during each phase to improve demand generation and conversion efforts- Led the development of the Non-buyer survey to identify why customers expressing interest in HVAC decided not to purchase from THD, ultimately to improve the customer experience and conversion rate- Designed a marketing portal to democratize approved and on brand marketing collateral to THD partners that can be customized, yet enable THD to have more control over how brand is leveraged in the marketplace

Stamford, Connecticut, Us

Leveraged consumer and shopper insights to develop marketing strategies and annual marketing plans for CPG brands at Unilever and Newell Rubbermaid. Collaborated on Inter-Agency Teams (IATs) amongst the top media, digital, and PR firms to develop fully integrated multi-disciplinary brand marketing plans for over 17 brands, including brands such as Dove, Vaseline, Sharpie, and Paper Mate- Served instrumental role in elevating agency’s value with Unilever and Newell Rubbermaid, experiencing stronger client relations, positive results, and incremental business - Developed best in class in-store merchandising and 360 degree shopper marketing plan to launch a new Dove variant

Palo Alto, Ca, Us

Oversaw key named account and overall North America Retail Publishing Solutions marketing budget of more than $14M annually. Managed product lifecycle from less profitable prints to increase adoption of photo-based product creations through the strategic development of a compelling value proposition while executing various effective marketing strategies.- Developed and led the creation of social media and word-of-mouth marketing campaign that boosted the awareness of a new product launch when funding and advertising vehicles were extremely limited, resulting in increased profitable growth for the overall photo business- Displayed expertise in redesigning retailer’s website, including suggesting a new automated sales channel that improved user interface and experience as well as assisted in attaining 29% increase in online sales- Showed exceptional leadership skills in working as marketing innovation lead and adding new marketing elements to the overarching marketing strategy that were highly effective yet low cost, which included merchandising both in-store and online. Frequently requested for consultation on other digital marketing efforts and strategic solutions to diverse marketing departments across HP’s multiple business units within the US, Asia, and Australia.

Palo Alto, Ca, Us

Conceptualized go-to-market strategy for all retail partners within the Americas region to operate and direct the photo creations business. Led the execution of account-specific initiatives, such as flawless execution of merchandising, sales events, retailer staff training, equipment installations, and software upgrades within United States, Canada, and Puerto Rico by overseeing third party agency relationships and indirectly managing 130 dedicated Outsourced Sales Team. Identified effective ways in reducing outside agency costs and defining accurate contract terms and conditions. Worked closely with marketing account managers in establishing specific account plans and goals. Exemplified proficiency in developing training content and product launch schedules as well as addressing product design and software flaws in coordination with global product launch managers and software engineers.- Reduced costs by $2M through the successful downsizing of program spend in collaboration with Internal Team and third party vendor- Boosted sales in key retail partners by spearheading the development of year-round incentive programs for retail staff; these programs remain in use today

Palo Alto, Ca, Us

Performed a pivotal role in expanding HP’s brand presence for personal computers, printers, and supplies using both in-store merchandising and digital marketing, including social media through an integrated, account-specific marketing strategy. Demonstrated success in launching and boosting the ongoing business for HP-branded products with top retailers through provision of online and in-store project leadership with retail partner, product category, and outside agency teams. Attained profitable sales increase and higher ROMI by managing the overall Shopper Marketing budget of more than $56M along with making sound investment decisions.- Created and launched an online HP brand store; displayed expertise in obtaining prime space on retailer website to make sure customers saw HP first and discovered its unique buying experience- Ensured retailers websites were search engine optimized in collaboration with the Retailer E-commerce Team, as well as secured Google ad keywords to drive online presence for assigned retailer- Rendered expert management to the overall Shopper Marketing budget within +2 or -2% of assigned budget; strategically set metrics for the measurement of ROI for marketing programs

Palo Alto, Ca, Us

Led Northeast Area Sales team, created area-wide Go-to-Market (GTM) plans, and developed national sales and marketing programs to drive strong sell-through. - Appointed as the HP Champion to spearhead national and local marketing initiatives- Addressed promotional product sales challenges by developing comprehensive GTM plans to drive overall business- Recipient of HP Circle Award for successfully launching 1st In-store Retail Experience (IREX) store in North America, which to date has consistently outperformed comparable stores sales results- Developed a comprehensive plan to launch Envy in 200 Best Buy store locations, which resulted in exceeding sales forecasts by 400%+ and regarded as one of the most successful product launches - Served as project manager for the national HP Champions program that enabled DSMs to run localized contests and initiatives to drive sales and training, which led to $5.5 million in incremental sales- Oversaw the seasonal window management process by providing leadership to 12 District Sales Managers and developing out of the box business plans - Analyzed categorical sales performance which included evaluating resource allocation, identifying future investment opportunities, and measuring ROI- Managed and tracked District Sales Managers performance to report field driven programs and results back to the national account teams and key stakeholders

Palo Alto, Ca, Us

Managed 168 store locations across 9 accounts, with sales in excess of $160 million, exceeding annual sell-through targets by 102%- Consulted retail RVPs and DMs by creating quarterly business plans, developing in-store sales programs, gaining store funding to offer “Buy Now” incentives, and securing additional inventory to support plans- Developed integrated “Take It Home Today” localized marketing campaign to combat Dell, which resulted in an incremental $8 million increase in sales - Managed 3rd party sales team to execute on district initiatives, such as flawless execution of merchandising, in-aisle product and sales scenario training, relationship building, and in-store promotional programs

Us

Achieved $2.5M in annual sales by expertly overseeing the Home Depot account with 27 stores in three cities. Acquired prime retail space for no additional charge and improved sell-in quantities to fully stock store shelves through the effective negotiation with the retail management- Earned recognition from sales executives for seamlessly carrying out innovative solutions and exceeding sales goals on numerous occasions- Boosted the sales of three product lines and surpassed both sell-in and point-of-sale (POS) goals by 112% through creation and implementation of strategic in-store programs

Master Of Business Administration (Mba), Strategy And Leadership

Bsba, Marketing