Samantha Yehle
Senior Marketing Manager at Frida- Claim this Profile
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Bio
Credentials
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Fundamentals of Digital Marketing
Google Digital GarageJan, 2023- Nov, 2024 -
Pure Barre Instructor
Pure Barre
Experience
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Frida
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United States
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Retail
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100 - 200 Employee
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Senior Marketing Manager
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May 2022 - Present
Frida Baby prepares parents for the unfiltered realities of parenthood with simple-yet-genius solutions that get the job done. - Lead Frida Baby’s communications plans across paid, owned, and earned channels – including the creation of tentpole marketing campaigns, PR, social media, and brand partnerships - Translate annual brand objectives into a comprehensive communications plan each year - Brief and work with external agencies to develop the creative and media plans for tentpole marketing campaigns that bolster overall brand awareness - Develop a calendar of PR activations that drive buzz and share of mind year-round - Oversee and execute the strategy, content creation and community management for social media, launching the brand on new platforms, while optimizing and growing existing - Cultivate partnerships with influencers, celebrities and brands resulting in unique collaborations that help build cultural cache and brand affinity - Work cross-functionally to measure the impact of paid, owned and earned media on sales, applying learnings for future creative and brand planning. Show less
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The Rounds
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Consumer Services
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1 - 100 Employee
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Senior Marketing Manager
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Mar 2022 - May 2022
The Rounds keeps your home stocked with the essentials you need and the buzz-worthy local products you want… all with zero waste. They make convenience sustainable and sustainability convenient, for greener neighborhoods and happier neighbors. - Led the planning and execution of always-on campaigns and programming to drive new member acquisition and support retention, including those supporting our commercial residential building partnerships - Ideated and implemented unique events and activations to attract new members and engage our existing community, including a tentpole brand activation at Smorgasburg in partnership with local artist Andrew Hayes - Grew and managed a team of 15 brand ambassadors to support a robust schedule of weekly events Show less
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Saucony
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United States
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Sporting Goods Manufacturing
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100 - 200 Employee
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Senior Marketing Manager
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Dec 2019 - Mar 2022
• Worked with product management to develop brand messaging guide for Sustainability. Led creative briefing of Sustainability landing page on saucony.com.• Leveraged in-depth understanding of the consumer, category, competition, and trends to develop distinct product positioning and storytelling for key footwear and apparel product franchises.• Collaborated with external creative agencies to develop campaigns and integrated marketing plans and digital marketing asset libraries for 15+ product launches annually.• Oversaw the creation and implementation of all brand/product messaging, ensuring consistency across channels globally.• Worked with Saucony.com DTC team to continually enhance our digital product education strategy and increase engagement and conversion (ex. Shoe Advisor tool, enhanced landing pages).• Wrote engaging copy for both B2B and B2C audiences (ex. consumer catalogs, scripts for brand sizzle videos, email/social copy). Show less
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Field Marketing & Key Account Brand Manager
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Apr 2018 - Dec 2019
• Led a 22-person U.S. field marketing team, focused on account relations, conversion, and brand awareness at wholesale sporting goods, specifically running specialty accounts such as Dick’s Sporting Goods, Fleet Feet Sports, Jackrabbit, REI and Scheel’s.• In collaboration with retail partners, planned and executed events at Boston, NYC and Chicago Marathons, personally facilitating athlete appearances and Q&A’s for consumer audiences.• Collaborated with sales directors and buyers to plan assortments, bulk orders, and exclusive offerings for Fleet Feet Sports.• Identified and created custom programs to drive sell-through.• Implemented new organizational processes that increased productivity and kept team on-task/on-time (ex. brand/product education playbooks, go-to-market plans, Trello, Yammer) Show less
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Field Marketing Manager
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Jul 2016 - Apr 2018
As Field Marketing Manager, was responsible for a 22-person remote field marketing team, including two regional leads, that supports the brand at a national and regional wholesale account level, and is focused on account relations, customer conversion and brand awareness.
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Retail Marketing Manager
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Mar 2015 - Jul 2016
• Integral part of a small and agile marketing team that helped increase the brand’s market share to its highest ever position in the competitive running specialty channel.• Collaborated with sales, marketing and account contacts to develop customized co-op marketing plans for 10+ wholesalers, including Amazon, Foot Locker, FootAction, and Zappos.• Spearheaded the development, management, and execution of marketing plans for Saucony outlets and wholesale running specialty accounts based on strategic brand objectives, sales goals and local opportunities.• Consistently delivered engaging in-store marketing displays/materials on time and on budget, including those for 6+ global footwear launches and dozens of secondary initiatives annually.• Worked with a team of 70+ remote sales and marketing reps to drive orders and placement of retail displays nationwide.• Creative copywriter with a proven history of crafting engaging brand stories around critical product and campaign launches. Credited with naming the leading technology and product lines that the brand launched globally in 2015: EVERUN™ and Life On The Run™, respectively.• One of ten appointed to a cross-functional Wolverine Boston leadership team tasked with reshaping corporate culture. Show less
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Creative Services Manager
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May 2014 - Mar 2015
• Orchestrated creative production process for graphic design, photography, and copywriting, including production schedules, job trafficking, budgeting, and approval processes.• Conceptualized and led design process for print and digital marketing collateral; presented drafts to and mediated between senior leadership and external partners to fine-tune deliverables.• Coordinated product and lifestyle photo shoots with external partners for web/catalog use, including casting, shot lists, and re-touching processes.• Designed marketing materials as needed adhering to brand guidelines (ex. brand promotion signage, web banners and emails, tech sheets/sell sheets for product programs).• Managed brand’s internal and B2B digital asset management systems. Show less
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Associate Marketing Project Manager
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Aug 2011 - May 2014
• Generated and maintained daily internal job status, ensuring all jobs were completed on time and on budget.• Coordinated product and lifestyle photo shoots with external partners for web/catalog use, including casting, shot lists, and re-touching process.• Negotiated project and production costs, and worked within given budgets for all projects.• Ensured seamless release of files and review of comps, proofs, etc.• Oversaw design and production of seasonal print/digital footwear and apparel catalogs.• Assumed design responsibility of routine communication materials as needed (i.e. brand promotion signage, web banners and e-blasts, tech sheets/sell sheet for product programs).• Developed and managed production of seasonal and special retail launches, including in-store POP/display collateral, custom window displays and digital marketing assets.• Coordinated brand’s internal and customer-facing digital asset management systems. Show less
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Field Marketing Lead - Northeast
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Apr 2011 - Jul 2011
• Directed team of four field marketing reps, ensuring industry-leading service and education at 300+ accounts.• Conceptualized and launched and internal-facing team blog, revamping the way the field marketing team reports industry news and insights to the Saucony corporate team.• Concurrently served as the field marketing rep for the New England territory.
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Field Marketing Specialist (New England)
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Jul 2010 - Mar 2011
• Selected as Saucony Outlet Clinic Expert for new stores opened across the US in 2011. Was responsible for planning and conducting extensive training sessions covering the brand, footwear basics, fitting strategies, and product.• Increased brand and product knowledge at accounts by implementing clinics and 1-on-1 training sessions.• Coordinated and executed comprehensive month-long run club programs with City Sports and SBS Community Running, resulting in increased brand engagement with core consumer.• Won Saucony Retail Display contest for the design and implementation of two uniquely themed displays at major accounts. Increased Saucony sales at both accounts for the display period (2010). Show less
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Pure Barre
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United States
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Wellness and Fitness Services
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700 & Above Employee
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Group Fitness Instructor
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Aug 2014 - Aug 2016
Provided a motivating and challenging group fitness experience for up to 27 clients at a time. Provided a motivating and challenging group fitness experience for up to 27 clients at a time.
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GSN Games
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United States
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Entertainment Providers
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300 - 400 Employee
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Marketing Coordinator
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Mar 2009 - Jul 2010
• Acquired and managed key partnerships that drove traffic to the website and promoted brand engagement. • Managed ad buys and search marketing campaigns with budgets between $10-$50K/month. • Managed the execution of email marketing program, which produced 15+ highly targeted promotional emails per week, reaching 1 million+ consumers. • Worked closely with creative team to plan and direct the production of digital promotional assets. • Produced weekly and monthly performance reports for partners and internal reference. Show less
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City Sports
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United States
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Sporting Goods
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100 - 200 Employee
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Footwear Associate
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Nov 2008 - Jul 2010
• Served as Assistant Footwear Manager from January 2009 – April 2009. • Mastered brand technology and product in order to relate all viable options to the consumer. • Represented the brand at the grassroots level through City Sports Run Club and various road races. • Served as Assistant Footwear Manager from January 2009 – April 2009. • Mastered brand technology and product in order to relate all viable options to the consumer. • Represented the brand at the grassroots level through City Sports Run Club and various road races.
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City Realty Group
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United States
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Real Estate
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1 - 100 Employee
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Sales and Leasing Associate
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Aug 2008 - Feb 2009
• Met or exceeded monthly sales goals. • Managed sales and rental listings database. • Contributed copywriting to company website, including listing descriptions and neighborhood summaries. • Met or exceeded monthly sales goals. • Managed sales and rental listings database. • Contributed copywriting to company website, including listing descriptions and neighborhood summaries.
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Education
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New York University
BS, Communication Studies -
Newton South High School
Community
