Develops marketing campaigns and leads design teams for effective print, digital and experiential activations. Works with cross-functional teams developing concepts and delivering creative marketing programs. Able to influence executive level customers to drive new business. Deeply familiar with consumer electronics, sustainability initiatives, and developing retail environments.
✓ Reduced annual expenses by over $400K by building and managing an in-house design agency
✓ Increased sales by 11% across an entire category at a major big-box retailer by leading a packaging redesign effort
✓ Storyteller who develops narratives that educate and inspire; simplifies the technical and makes it accessible
✓ Works in highly-matrixed organizations – can win support with key stakeholders
✓ Establishes and maintains relationships with a global portfolio of photographers, agencies, fixture manufacturers, filmmakers and motion graphics studios
Marketing – Leadership – Print & Digital Advertising – Retail Product Displays – Experiential Marketing – Video – Social – Asset Management – Thought Leadership – Problem Solving – Consumer Engagement – Client Service
AMAZON | Seattle, WA | June to December 2021
(The CX Labs Team owns the in-store experience of Amazon devices in retailers)
PRODUCT MARKETING MANAGER
Defined the customer experience for new devices in the offline channel across Amazon Device categories in North America. Translated go-to-market strategies into fixture design and compelling retail experiences at Best Buy and Target.
✓ Researched, managed and developed in-store experiences for Alexa devices including: Echo, Echo Show, Fire TV, Blink, Ring and other connected home devices
✓ Authored strategy documents for Echo Frames (smart eyewear launching Fall 2022). Benchmarked with competitors (Ray-Ban Stories and Bose Frames) through extensive store visits and customer research. Coordinated the efforts of in-house developers and outside fixture vendors to develop a cost-effective in-store demo experience.
✓ Developed good-better-best display strategies scalable across US, Canada and Mexico, that require only slight modifications for localization
✓ Conducted in-store customer research and shared key findings with channel marketing team to develop recommendations for the retail experience.
✓ Collaborated with in-house creative directors, external design agencies and display manufacturers to concept in-store fixtures, demo content, UX and graphics
✓ Successfully launched a new Amazon Device fixture into Best Buy Canada. Project-managed hundreds of digital assets, video production, and new UX/UI development for this Amazon first. (US rollout 2022)
✓ Managed work-back schedules and maintained budgets. Effectively coordinated the efforts of video producers in London, a partner agency in Brooklyn, and a fixture manufacturer in Chicago, while juggling an Amazon design team split between Seattle and San Francisco.
LUTRON | Coopersburg, PA | 2006 to August 2019
(Lutron is a global manufacturer of smart light controls and motorized shades)
DIRECTOR MARKETING COMMUNICATIONS – 2014 to 2019
Promoted to assume marketing and design control over all brands of the company, which included hundreds of different products across multiple divisions. Developed campaigns and directed the concept and design of all marketing assets, including campaigns, emails, social media promotion, print, video and experiential components. Unified the brand look and feel across all product lines and ensured consistency across all trade shows and international markets. Led an in-house agency of 15 designers. Primary point of contact for the CEO and owner.
✓ Developed and led strategies to successfully launch Caséta Wireless smart lighting, developing the brand, photography and in-store experience for Home Depot, Lowe’s, and Best Buy. Concurrently built marketing assets to create online presence and drive sales through Amazon online retail
✓ Reduced expensive dependence on outside agencies by building in-house design capabilities and video team, including a filmmaker and a CGI specialist
✓ Conceptualized and developed immersive experiences, creating theatrical presentations for corporate briefing centers and tradeshows throughout the globe
✓ Launched products into the luxury space, managed a multidisciplinary advisory council focused on emerging trends in fashion and design to define the brand essence
✓ Awarded $2M in funding from Home Depot after for a nation-wide rollout after packaging re-design effort drove an immediate sales lift during 30-store pilot test
COMMUNICATIONS MARKETING LEADER – 2009 to 2014
Promoted to this position due to successful strategies and initiatives that launched the motorized shading division. Worked with cross functional teams (strategic planning, sales, media, digital and creative.) Designed trade show booths and directed photography and video shoots. Managed the design team, copy writing/editing and outside consultants. Developed production timelines as and made sure no projects ran over-budget due to scope-creep. Reported to the CMO.
✓ Developed new product catalogs and literature systems that specifically addressed the needs of designers, architects, and specifiers (industry procurement specialists)
✓ Eliminated the per-project $35K-40K expense of outsourcing trade booth design by developing our own booth design for domestic and international shows, and creating a base booth kit that could be embellished according to the specific show
✓ Elevated the shading brand’s prestige by incorporating fashion and supported its repositioning as an additional luxury line by launching a key partnership with Coulisse, a European window coverings company
✓ Established and maintained network...
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