Shelley Williams Email & Phone Number

Issaquah, Wa, Us

Currently leading marketing for the leading US wholesale apparel supplier/manufacturer in the imprinted apparel industry/promotional products; Company is a multi-billion-dollar, family-owned business founded in 1971. Marketing team of 80+ across integrated marketing, marketing operations, creative and digital customer experience/e-commerce. Responsibilities span Enterprise Brand Marketing & Corporate Communications, Product Marketing (social media, content marketing, trade shows and industry events), and E-commerce/User Experience, Sales Enablement Product Marketing of 9 private label brands, as well as over 20+ retail and industry/mill brands (including Nike, Carhartt, The North Face, Brooks Brothers, TravisMathew, Cotopaxi, EddieBauer, Gildan, Hanes, Bella+Canvas, Next Level and more)

Seattle, Washington, Us

Led brand marketing for US-based dog care brand in the late stage startup phase in preparation for IPO; Refined brand purpose, positioning and expression; Responsible for increasing awareness, consideration and account creation; Increased national unaided awareness from 7% to 28% in one year with introduction of paid brand advertising, targeted brand activations and innovative brand publishing and content marketing efforts. Team included external AOR (Pereira O'Dell) and in-house integrated marketing, brand managers, content marketing and creative. Contributed to due diligence efforts leading up to acquisition of UK-based DogBuddy, followed by transforming DogBuddy brand to Rover in European markets where DogBuddy previously operated; extensive market research required to navigate the nuances of customer behaviors by country/region (UK, Spain, France, Sweden, Germany, Norway, Italy, Netherlands)

Seattle, Washington, Us

Led an extensive refresh of the brand strategy & identity- the first noticeable change in nearly 25 years; implemented across airports, aircraft livery & interiors, all digital touchpoints (web, mobile, airport kiosks, email, social, blog) uniform accessories, onboard collateral, advertising, loyalty program, air-to-air video shoots & more; Launched in January 2016; Immediate improvements to brand health metrics as well as positive reviews from guests, employees, media and airline industryLed the multi-channel campaign celebrating the acquisition of Virgin America Managed the media & production budget as well as a large roster of creative agencies (advertising, brand, events & activations, social/digital/direct marketing, industrial/interior/environmental design)Led the efforts to build an in-house design studio; creative strategy, copywriters, designers, producers; resulting in more efficient use of budget while maintaining quality of work

Seattle, Wa, Us

Partnered with Brand Marketing to launch a global brand refresh across 19 countries; included a complex phased migration to one common backend platformManaged 20+ person design department - UX and visual design, content development, project management, usability research, and front-end development - teams located in Bellevue, London, Toronto, Sydney and TokyoResponsible for agile optimization of core transactional areas of the business - booking experiences for hotels, flights, cruises and vacation packages, as well as login/registration, enrollment in the loyalty program, site promotions, email marketing, mobile applications and online advertisingIntroduced an outsourcing initiative for daily site maintenance which resulted in significant annual savings in operational budgetManaged multiple creative agency relationships and department budget

Anaheim, Us

Led creative strategy & design for a portfolio of websites for Walt Disney World Resort, Disneyland Resort, Disney Cruise Lines, Hong Kong Disneyland Resort, Disneyland Paris, Disney Weddings, Disney Wide World of Sports, Disney Vacation Club and Virtual Magic KingdomKey stakeholder in integrated communications planning sessions with executives from all channels within the Parks & Resorts business, including Imagineering, Brand Management, Global Marketing, Sales, Operations, Guest Services and ITTranslated guest insights, marketing research and site analytics into innovative, compelling user experiences while maintaining focus on brand sensitivities and driving business resultsOnline booking revenue increased from $250M to over $1.1B within a 3 year period, directly tied to improvements in site experience, as well as impact of innovation in online marketing effortsConceptualized & directed media shoots, both photography and live action (working with casting agencies, storyboard artists, photographers, production assistants and other crew)Managed 30+ person creative department consisting of art directors, visual designers, production artists, staff photographers, audio/video designers, production coordinators, and interns, as well as multiple agency partners

Anaheim, Us

Burbank, Ca, Us

Bachelor Of Fine Arts - Bfa, Design And Visual Communications

Fashion/Apparel Design