I was tasked with launching the Excavator XL boot collection's direct-to-consumer digital and print campaign. I was seeded with what the brand marketing team had designed for wholesale B2B markets. In order to succeed I needed to work with my brand team, web designer, merchandiser, coders, and ad-spend marketing specialist to improve upon and execute …
In Spring 2018, we were up against an H1 forecast that was disproportionately high due to a non-replicable retail event the year before. We needed to make up the difference without promotions or discounting. STEPS Identify where we were under serving: Customers who have opted-out of email Customers who had an affiliation with farm & …
Our email business was down disproportionately to other brands in the portfolio. I was tasked with turning that around. We now have one of the highest ROAS in the portfolio, and our email revenue is up +93% to last year. CHALLENGE On average consumers only look at a marketing email for 3 seconds. How can we …
82% of all products sold on Catfootwear.com are “made for work” products. In contrast- in Latin America and Europe Cat’s casual lifestyle brand is the main revenue driver. In the hopes of launching casual into the US market, previous leadership encouraged trend driven casual lifestyle products to be the focus of the website. Representing about 80% of the …
Styled the Chaco Footwear Holiday campaign at Black Rocks. I collaborated with the art director and photographer to bring this cold weather adventure-story to life. STEPS: Identify and align with Brand Aesthetic Identify and align with this photoshoot's target consumers Consider body dimensions and accessories for balanced compositions Consider fabric and environment textures, and perception …
