Sasha Beckrich Email & Phone Number

Greater Minneapolis-St. Paul Area

Minneapolis, Minnesota, United States

Led strategic development, implementation and measurement of integrated paid media campaigns for five national hair salon brands (notably Supercuts and Cost Cutters), while also leading the analytics function for the marketing department. - Led strategic marketing optimizations that generated significant measured lifts for Supercuts, including a 63% lift in ROI ($20M+ incremental sales) in 2019 YOY, and held overall ROI through COVID pandemic - Pioneered the modern marketing analytics ecosystem at Regis, including media mix modeling (ROI), brand heath trends, creative measurement, digital media analytics, business growth, data visualization platforms, etc. - Spearheaded and implemented a unified, dynamic measurement platform across brands and channels, connecting 40+ data sources and providing real-time, actionable insights to varying decision makers - Built projection models and led consumer research initiatives to inform brand growth planning and optimization strategies - Orchestrated the multi-year Supercuts MLB Partnership, maximizing brand impact through paid media, promotions and athlete integration, and doubling the U.S. population who consider Supercuts for a haircut from 2.5% to 5.4% - Directed and managed successful agency/vendor partnerships as the main liaison with multiple media agencies, measurement and research partners

Edina, Mn

Managed marketing plans for 26 regional markets with a focus on strategically driving revenue for multiple Regis brands, while providing franchisee marketing support. This role included analytics, media planning, event marketing, pricing and promotional strategy development. - Developed a scalable, strategic market segmentation and planning process allowing 5 managers to create 80+ local marketing plans through the combination of strategic revenue analysis and process efficiency - Established and managed new databases to inform strategic pricing and promotional initiatives

Led media strategy, planning and measurement for multiple B2B and B2C advertising campaigns. Clients included Raymond James, 3M and Syngenta. - Received a silver Effie award for the FY 2011 Raymond James national brand campaign, which lifted unaided brand awareness by 133% - Led and executed in-depth consumer insights analysis to inform media and creative strategies - Was held in high regard by clients and vendors - Leadership and development guidance for my direct reports

Developed and executed strategic media plans based on client objectives, target audience and budget.

Coordinated marketing strategies and event execution for Ridgedale Shopping Center.

Coordinated marketing strategies and event execution for the Minnesota Renaissance Festival, Bay Area Renaissance Festival and Trail of Terror.