I help brands truly understand their consumer and integrate those insights to create relevant marketing strategies and executions that drive long-term growth. One of my favorite observations states "great brands grow because they connect deeply with people." My marketing experience extends eight years across a variety of categories including beer, eyeglasses, writing & permanent markers, toys, and retail. This diversity in brand experience has given me the opportunity to learn and grow throughout my career and has allowed me to work with moms, kids, dads, baby boomers and more. I have spent the past five years growing with LEGO as they became innovators of the toy category. They became a more multi-dimensional company spanning from construction toys, to video games, to apps, to content creators. During this time, I also worked with big brands, Sharpie and Best Buy, finding ways to extend their brand beyond media placements.
May 2013 - Present
Field Marketing Manager
Work with Ace owners to educate them on corporate National, Regional, & Loyalty marketing strategies & tactics. Ideate & execute local & in-store campaigns regionally and locally to promote store niches, drive increased sales or increase basket size. Create & implement integrated Grand Opening advertising to introduce stores to the community and build a loyal customer base. Work closely with 12 District Managers across the Midwest and cross-functionally with National Media Channel teams.
- Developed “Grill Your Ace Off” event to promote store’s large grill selection. Created targeted direct mail and email using selected purchase criteria from loyalty program. Tied local community grilling competition to drive in-store traffic. Built excitement through social media.
- Collaborated with marketing teams to write 2014 corporate marketing strategies and then led the creation of a local friendly document to educate retailers on executing strategies locally while still customizing the marketing to meet their store needs.
- Increased sales 9% over the same time year prior with grill sales up 20%. Store saw higher average cost per transaction than in previous two months
Feb 2005 - Feb 2013
Marketing Strategy Supervisor - LEGO, Sharpie, Best Buy
Managed marketing plans for 18 (kid & adult targeted) LEGO brands, authoring a unique brand voice and marketing strategy for each. Developed cohesive portfolio approach to define LEGO content strategy and build upon LEGO paid, earned, & owned assets. Also managed Sharpie marketing plans from 2008 - 2010 across their portfolio of products including launching the new Sharpie pen. Recruited to help conceptualize and execute FOX & Best Buy in-program integration on X-Factor in 2012.
- Showed significant lifts in perception as product that encourages play with their children (+20%) and increase in purchase intent by 28% in competitive preschool category.
- Crafted first ever Dad-targeted LEGO marketing initiative and delivered a 22% increase on primary success metric; encouraging Dad & Son LEGO time
- Built mobile marketing strategy that drove over 2MM downloads for new LEGO Hero Factory mobile app
- Constructed integrated marketing program that encouraged moms to experience the "many ways to play" with DUPLO. Ideated & created elements for the program including a magazine play calendar, digital extensions, optimized search, iPad integration, & social media tie-ins. Winner of the 2012 Adweek Media Plan of the Year.
- Uncovered core dad insights through market research and analysis. Designed & wrote creative brief & consumer story for partners to better understand marketing objective. Integrated focused media tactics that encouraged dad and son buddy time including YouTube channel, XBOX integration, co-view TV & cinema.
- Defined mobile strategy that quickly drove awareness of new LEGO app in a short timeframe allowing for higher ranking and further organic growth
2006 - 2008
Marketing Strategy Planner
Starcom Worldwide - Luxottica
Established marketing strategies for the Luxottica corporate and franchise stores including LensCrafters, Pearle Vision, & Sears Optical. Revitalized brand positioning for each based on consumer insights and Luxottica research differentiating them in the eyeglass marketplace. Tied marketing to weekly store traffic to further optimize marketing mix.
- Grew Sears Optical store traffic by 4% even when Sears store traffic was flat.
- Increased second pair eyeglass purchases at LensCrafters stores by 10%, growing revenue with its current customers.
- Launched laser focused marketing campaign that drove awareness of Sears Optical stores with most valuable target; Sears shoppers. Included targeted Time Inc. cover wraps in Sears waiting rooms, strategically placed mall signage outside Sears stores, and e-mail marketing campaign to Sears shoppers.
- Unveiled LensCrafters new "eye glasses as accessory" branding strategy through a multi-media Fashion Week advertising, marketing and public relations campaign. First ever eyewear integration into a runway fashion show. Executed needed details for successful runway show.
2006 - 2005
Media Activation Associate
Starcom Worldwide - Miller Lite
Negotiated annual radio programs for Miller Lite portfolio including radio spots, DJ sponsorships, and radio on-site events.
- Secured over 1MM in added value events and opportunities at no cost to Miller
- Executed the details of each promotion in conjunction with radio stations
- Negotiated rates 15% below rate card in markets where limited radio variety kept rates high
2004 - 2004
Marketing and Design Freelancer
Played a hands-on role in catalog design for a manufacturer of bicycle racks including layout, design and photo shoots. Tested new products through market research. Wrote technical instruction for product installation. Wrote weekly company newsletter.
Using primary and secondary research, LEGO and our team worked together to uncover overall Dad insights to fuel the first Dad & Son LEGO campaign. At that time, not many marketers we talking to dads, let alone dads and sons. The "buddy time" insights helped shape the creative and the overall marketing plan.
Year 2 was such a success, when LEGO approached Lucas Entertainment on partnering for a Star Wars Road Trip they were on board. Year 3 merged the success of the Dads campaign with the continued growth of the LEGO Star Wars franchise to expand awareness of "buddy time."
Year 1 was a success and the effort increased overall sales volume during the holidays. In year 2, the concept of buddy time evolved into the road trip concept. In addition, further research was conducted to measure more specific success metrics including perception and purchase intent.