Samantha Fernandez Email & Phone Number

Culver City, California, US

New York, NY, US

• Own strategy, execution and optimization for all offline marketing programs
• Partner with Online team to drive $50MM+ in revenue & manage a $15MM+ advertising budget
• Build annual circulation plans and manage the monthly sales & cost forecasting process
• Design A|B and multi-variant tests, create multi-channel dashboards & conduct complex performance analysis that informs business strategy and investment decisions
• Drive profit by monetizing brand assets, optimizing ad spend between online & offline channels and leveraging business development partnerships
• Support integration of relevant and engaging content that establishes brand as a travel industry leader and adds value at every stage of the sales funnel and buyer journey

San Francisco, CA, US

• Responsible for delivering financial goals and managing marketing investment for company’s two newest brands; Mark+Graham and Rejuvenation
• Presented monthly performance reviews and marketing investment opportunities to executive team (e.g. CEO, CTO, CMO); helped secure funding for both brands
• Profitably grew M&G through brand awareness campaigns, leveraging WSI customer database of 40MM+ names, supporting launch of a trunk show program and supporting key relationships with media outlets and fashion.
• Grew Rejuvenation business by rebuilding Trade & Designer program, relaunching their New Mover program, supporting online and email cross-brand marketing campaigns and establishing strong partnerships with Portland.
• Led 4 department-wide taskforces; Marketing Social Committee, automating catalog production lifecycle, developing a cross-brand New Mover program and creating a career advancement pilot program

San Francisco, CA, US

• Supervised two direct reports; responsible for their training, evaluated performance, provided an open feedback loop and facilitated the development of their career roadmap
• Owned coordination and execution of the College Marketing program; helped develop into a multi-channel, national program; FY'12 drove 655M impressions, acquired 6M new customers, drove $5.4MM in sales (150% over.
• Project managed over 20 national & international store openings; wrote multi-channel creative briefs, established timelines & key milestones, facilitated communication across key stakeholders, managed budgets, audited.
• Tested and operationalized attribution backcasting methodology that identified best marketing vehicle and timing on customer level; improved allocation of marketing investment

San Francisco, CA, US

• Mentored & trained Assistant Analyst on core responsibilities & oversaw day-to-day deliverables
• Assisted Database team in the integration of a tool that simplified promotion set-up process, improved tracking & drove incremental sales across all channels (online, offline and retail)
• Successfully negotiated printer vendor pricing for a 15% annual cost savings ($300M in FY10)
• Drove significant growth in New Mover program; increased circulation 141% & sales 53% YoY
• Oversaw the entire catalog production lifecycle and executed to the $17MM marketing budget
• Supported Retail growth by managing retail-only promos and all new store marketing collateral

San Francisco, CA, US

• Primary liaison for vendors and cross-functional teams (e.g. Creative, Finance, Online)
• Maintained collaborative relationships w/ brand partners at varying levels within the organization
• Created reporting dashboards, tracked KPIs & translated complex data into actionable insights to inform business and circulation strategy
• Spearheaded the creation of a catalog production and internal systems training manual

Arlington, Virginia, US

• Supported Account Services and List Department with the execution of mail campaigns
• Analyzed campaign performance and presented recommendations for improvement
• Performed system data entry and analysis using software applications MailPlans and MailStats
• Owned client presentation preparation as well as the maintenance of competitor and client files
• Attended weekly sessions on Direct Marketing best practices and targeting techniques
• Actively participated in brainstorming sessions and meetings with nonprofit and commercial clients

San Francisco, CA, US

• Represented University as a tour guide that led potential students and their parents around campus

San Francisco, CA, US

• Assisted professor and handled student inquiries during weekly class sessions
• Graded student assignments and maintained student records in an organized and efficient manner

San Francisco, CA, US

• Handled sales transactions, prepared monetary deposits and balanced cash register receipts
• Processed student job applications, assisted in hiring process and trained new employees

Bachelor Of Science, Marketing

Bachelor Of Science, Marketing