Developed annual business plans to drive sales growth and profitability working closely with C-Suite. Oversaw budget of $3M while directing team of 6. Led marketing, branding, advertising, POS marketing & concessions, web, and public relations.
- Generated brand awareness by creating coherent online, offline branding, and product campaigns.
- Created brand manual as a framework for a consistent flow of internal and external brand and marketing communication.
- Produced high-impact strategies to successfully reposition the label, maximize brand equity and engage the consumer base.
- Developed and directed all integrated marketing and communications strategies, ensuring continuity of corporate brand consistency and distinction.
- Directed Marketing initiatives with licensee partners and manage the store as well as retail partner promotions.
- Launched new website and B2B platform for sales representatives, retail partners/concessions saving $300K annually.
- Successfully rolled out a campaign featuring authentic and relatable people instead of fashion models.
- Planned and executed POS promotions, sales staff competitions/incentive programs for retail partners/chains.
- Established effective PR strategy resulting in 25% more press coverage and increased consumer interest and sales.