Stealth Mode

Brand and Consumer Experience Consulting

Leads the development and execution of consumer-facing marketing activities that support the company’s brand and sales objectives. Drives the concept creation and execution of annual brand marketing calendar through the Go-To-Market (GTM) process.

Meredith Theis Consulting works with leading brands to craft exciting, valuable and lasting consumer connections. Exemplifying the insight and energy of 10+ years in the retail industry, Meredith Theis Consulting strives to create inspiring experiences. As Principal & Director, I work on a range of project sizes from focus groups and trend reports to brand positioning and integrated marketing plans. With a proclivity for disruptive and innovative practices, I’m known as a creative and resourceful partner who delivers results.SELECTED WORK:• Worked with a leading sporting goods company to understand consumer shopping behavior and developed plans to re-energize the critical Back-To-School time-frame. Integrated marketing plans included experiential, Brick-and-Mortar, digital and social media components. • Partnered with a top Women’s Brand to analyze the role of existing direct-mail strategy. After in-depth consumer interviews and marketplace research, I delivered a short and long-term approach to increase relevance and effectiveness of direct-mail as part of a holistic, omni-channel consumer relationship. SPECIALTIES:CONSUMER:- Focus Group Recruiting, Organization & Analysis- Consumer Behavior Insights- Consumer Segmentation & TargetingMARKETPLACE:- Competitive Landscape & Analysis- Market Travel & Shopping Itineraries- Trend & Innovation ReportsBRANDING:- Brand Analysis & Positioning- Disruptive Branding Concepts- Strategic Marketing PlanningMERCHANDISING:- Consumer-Right Strategies- Merchandising Mix Analysis - Identifying & Developing Commercial Opportunities

As Category Merchandising Manager for North America Women’s Training, I was responsible for the revenue growth and profitability of a $165M apparel and equipment portfolio. Fostering strong relationships with cross-functional partners (Product Creation, Sales & Marketing) to fill key line plan gaps and drive the line through the Go-To-Market process, I identified key trend and commercial opportunities through deep consumer and marketplace knowledge. I crafted assortments and merchandising strategies to capitalize on these opportunities at wholesale partners, Direct-to-Consumer (DTC) and on Nike.com. ACCOMPLISHMENTS• Managed profitability of lines: outperformed budget targets, delivered margin growth and contributed to 2 consecutive record years for the category team. • Spearheaded an initiative to evolve the Nike brand experience at Kohl’s. Pilot +149% to LY with 300 door rollout. Received Global Merchandising Excellence Award and SVP recognition. • Directed new merchandising strategy and product lifecycle for a major franchise in decline. Collaborated with product and sales teams to Go-To-Market with vision for 2015. Sales +20% for retail partners. • Co-created the Skylar Diggins headband program, which became a social media sensation and drove rapid 100% sell-throughs.• Worked across Women’s category teams to lead and execute a holistic Women’s Merchandising vision at retail.SPECIALTIES:- Merchandising / Management- Product Marketing- Product Creation & Merchandising Processes - Assorting & Editing a Product Line for Profitability- Consumer Insights / Marketplace Trends- Team Leadership / Mentoring- Effective Communication & Presentation Skills

I planned and executed seasonal marketing plans alongside the Brand Director, including a $17M campaign for Spring/Summer 2011, the largest in the category’s history at that point, which contributed to a +27% year. My leadership facilitated communication and alignment across functional and global/territory teams. As a Women’s Fitness consumer expert, I partnered closely with Advertising, Digital, Retail, PR and Sports Marketing to tailor integrated marketing plans for the North America market and execute. ACCOMPLISHMENTS:• Launched Nike+ Training Club program at forty-six 24 Hour Fitness locations in Dallas and LA with 2,000 weekly participants. Organized spotlight N+TC event at 2011 IDEA fitness convention, the most attended session (260+).• Developed first holistic trainers network program with 150 fitness influencers. Communicated vision and infrastructure for sustainable growth to 400 in FY13.• Leveraged consumer expertise to guide collaboration and brand vision for territory, functional and agency partners.• Followed over 100 consumers through social media to study lifestyle, shopping and fitness preferences. Established internal blog and newsletter to share findings with broader team.• Contributed to the team success of hallmark Nike Women’s campaigns, including: “Voices” (Title IX 40th Anniversary - 2012),”Pressure Makes Us” (Women’s World Cup 2011), “Make Yourself”(2010), “Delicious Training” (2009)SPECIALTIES:- Consumer Insights- Integrated Brand Marketing - Budget Management & Planning- Vendor Management- Influencer Networks & Product Seeding- Event Planning & Management- Sports Marketing

On Nike Direct-to-Consumer (DTC) team, I supported the US Retail Marketing Director’s development and execution of seasonal strategic plans. With a broad scope of responsibilities ranging from marketing operations to briefing design teams, I managed the US Retail Marketing calendar, seasonal recaps and competitive landscape snapshots. I served as the consumer expert, broadcasting updates and key trends to organization.ACCOMPLISHMENTS:• Managed creative production of direct mail and in-store collateral for CRM programs and collaborated with cross-functional partners for approval. Worked with external vendors on print production and distribution. • Supported CRM Director with launch of in-store customer data capture. Oversaw field communications, analysis and employee training for 150+ stores.• Led first ever Nike DTC Holiday Marketing recap and review for the team to address wins and opportunities. • Developed US Retail’s Olympic strategy (Beijing 2008) in partnership with Marketing Director.• Communicated industry insights, consumer trends and competitive updates through email blasts to retail marketing team. SPECIALTIES:- Retail Marketing - Creative Briefing- Project Management- Consumer Relationship Management (CRM)- Competitor Tracking

I was recruited out of college (as one of 12) for a selective retail training program at Nike. The Retail Development Program (RDP) was designed as a year-long curriculum for high-potential employees to rotate through different facets of the company, gaining a broad understanding of the business. ACCOMPLISHMENTS: US Brand Marketing, Women’s Training: • Led research on young female athletes in sports training programs. Recommended communication and grassroots strategy for reaching this consumer. Delivered multimedia presentation to VP of Women’s Training. Research contributed to agency briefing on Nike SPARQ Training launch.• Supported Brand Manager in launch of Nike’s “ATHLETE” campaign.Global Product Line Management, Women’s Training:• Analyzed weekly sales, sell-through and margins to assess inventory position and develop product strategy.• Completed Nike Apparel School training. Learned product creation processes and garment construction.US Retail Buying, Nike Stores:• Collaborated with product managers and designers to create an exclusive assortment of 55 locally-inspired T-shirt and cap styles for Nike Stores. Sales +127% to PY. US Retail Planning Nike Stores:• Planned $8.4M kids apparel sales budget for FY08 across all Nike retail stores.SPECIALTIES:- Effective Writing & Presentation Skills- Teen Team Athletes- Millenials- Product & Brand Management