Experience

Cherry Republic

• United States
• Retail
• 1 - 100 Employee

• VP of Marketing

  • Nov 2022 - Present

  Glen Arbor, Michigan, United States

• Marketing Director

  • Jan 2018 - Nov 2022

  Glen Arbor, Michigan - Oversaw marketing operations through Covid years, and couple years of company's largest YOY sales growth on record (25%+) including e-commerce growth of 100%+. - Developed and executed omnichannel marketing campaigns, including new product/category launches, seasonal merchandising updates, and revamped customer experiences to drive higher CLTV, CSAT, and brand loyalty. Brand/Marketing Strategy - Oversaw brand/marketing strategies for all sales channels (e-commerce, brick/mortar… Show more - Oversaw marketing operations through Covid years, and couple years of company's largest YOY sales growth on record (25%+) including e-commerce growth of 100%+. - Developed and executed omnichannel marketing campaigns, including new product/category launches, seasonal merchandising updates, and revamped customer experiences to drive higher CLTV, CSAT, and brand loyalty. Brand/Marketing Strategy - Oversaw brand/marketing strategies for all sales channels (e-commerce, brick/mortar retail, direct mail, business gifts, wholesale). Additionally managed direct mail and customer lifecycle strategies. Creative - Reviewed our brand creative/look and modernized it while keeping it true to the company's 30+ year history. Most importantly, we began including photography in catalogs, store and digital merchandising plans, which is important for a modern food brand, but also layered in illustrations, which is a hallmark of Cherry Republic. CRM & Customer Lifecycles- Launched Hubspot as our CRM and ESP solution and began developing a 360-degree view of our customer. Data provided allowed us to better understand our customer and their journeys no matter the channel(s) they preferred to shop. Customer Sentiment - Integrated new customer feedback loop systems in our largest channels (retail, e-commerce, and mail order), and those insights drove product updates, revamped customer experiences, and improved touchpoints across all sales channels. Team Management - Directly managed 10 reports and their teams, including the E-Commerce/Digital Marketing team, Graphic Design, Data/Strategy, Content, Retail Design/Merchandising, and Product Lifecycle teams. Goal Setting - Reviewed and set quarterly and annual company and department goals, 3-year company picture, and 10-year company vision with the rest of the leadership team. Communicated these effectively all across the organization. Utilized and well-versed in the EOS methodology.

• Manager, E-Commerce & Digital Marketing

  • Mar 2017 - Jan 2018

  Glen Arbor, Michigan - Directly managed and operated e-commerce sales channel and associated digital marketing teams. Management - Created e-commerce and digital marketing plans, developed structure of future digital marketing team, and began hiring to that vision. Digital Marketing - Orchestrated website merchandising, e-mail, paid search, display, SEO/SEM, and social media activities. E-Commerce Management - Responsible for e-commerce/digital sales and led sales and customer satisfaction… Show more - Directly managed and operated e-commerce sales channel and associated digital marketing teams. Management - Created e-commerce and digital marketing plans, developed structure of future digital marketing team, and began hiring to that vision. Digital Marketing - Orchestrated website merchandising, e-mail, paid search, display, SEO/SEM, and social media activities. E-Commerce Management - Responsible for e-commerce/digital sales and led sales and customer satisfaction increases with focus on digital advertising, SEO, and improved email and direct mail tactics. Customer Insight Analysis - With consumer insights in hand, I led customer satisfaction improvements while focusing on consumer needs (faster shipping times, in-stock products, revamped gifting experiences, etc). Re-platform Website - Successfully re-platformed e-commerce site from Salesforce to BigCommerce to meet the needs of the organization and evolving customer demands.



Harry & David

• United States
• Food and Beverage Services
• 700 & Above Employee

• Email Marketing

  • Oct 2015 - Mar 2017

  Medford, Oregon Area - Developed and executed email strategies and multichannel list growth activities for the Stock Yards brand. - Analyzed consumer data and coordinated with direct mail, merchandising, and retail teams to lead planning and list growth activities for Harry & David and Wolferman’s email programs.



Cherry Republic

• United States
• Retail
• 1 - 100 Employee

• Brand Specialist

  • Jan 2013 - Apr 2015

  Glen Arbor, MI



Groundwork Center for Resilient Communities

• United States
• Non-profit Organizations
• 1 - 100 Employee

• Marketer, Taste the Local Difference

  • Jan 2013 - May 2013

  Traverse City, MI



U.S. Department of Commerce

• Government Administration
• 700 & Above Employee

• Economist - Intern

  • Mar 2010 - Jun 2010

  Washington D.C.