PROFESSIONAL EXPERIENCE

SENIOR GLOBAL RETAIL MARKETING MANAGER                                                        Apr 2021 – Present

Dr. Martens

Core Responsibilities:

·       Defining and executing retail marketing strategies on a global scale across a range of channels including DTC (Direct to Consumer), B2B (Business to Business), and partner platforms. Managing a total budget of £7m and delivering a YoY (Year-Over-Year) cost-effectiveness of 15%.

·       Continuously ensuring that marketing strategy aligns closely with high-level business objectives.

·       Creating and implementing retail marketing toolkits to ensure consistent brand messaging across 350 DTC stores in 3 global regions. Additionally consulting with regional teams to drive bespoke activity that engages with local market needs resulting in conversion uplifts of 7.4% YoY and the engagement of 1000+ customers through in-store personalisation.

·       Promoting the utilisation of in-store integrated digital elements as part of the overall consumer engagement strategy resulting in a 19.5% new customer acquisition rate.

·       Overhauling the Retail Experience Team’s structure with the objective of strengthening regional collaboration and promoting alignment between local and global marketing strategies. This project improved planning and execution workflows by 25%.

·       Spearheading a project to modernise the brand’s retail identity with a particular focus on store design and in-store customer experience which includes the development of comprehensive visual merchandising tools.

·       Implementing a ‘key city’ framework to drive brand presence and awareness on a global scale.

·       Orchestrating the rollout and growth of an innovative GWP (Gift with Purchase) programme across 20+ markets resulting in increased in-store conversions and enhancement of perceived product value in the customer base.

·       Directing the development of a global visual merchandising compliance tool designed to improve visibility, consistency, and strategy execution across a global network of stores, serving as a best practice benchmark. The tool facilitates remote feedback that drives operational efficiency by negating the requirement for staff members to travel.

RETAIL MARKETING STRATEGY CONSULTANT                                                         May 2020 – Apr 2021

Various Clients, Freelance

Core Responsibilities:

·       Consulted with a range of brands and creative agencies on the design and execution of retail marketing campaigns, visual merchandising strategy, and in-store experience design.

·       Ensured alignment between brand narratives and consumer needs in addition to consistent on-brand messaging that aligned with overall strategy.

GLOBAL SENIOR RETAIL MARKETING MANAGER                                                     May 2019 – Apr 2020

Adidas (Running Business Unit)

Core Responsibilities:

·       Successfully bridged the gap between performance and lifestyle customer audiences through the integration of Adidas Running into lifestyle B2B accounts through the design and execution of highly targeted marketing strategies.

·       Led a team of 2 in the design, execution, and management of innovative and impactful campaigns.

·       Designed retail marketing toolkits to engage lifestyle-focused accounts, enhance franchise appeal to a diverse range of consumer market segments, and consolidate brand positioning.

·       Worked on the ‘Run for the Oceans’ campaign that championed the organisation’s sustainability agenda. Transitioned the campaign assets to a digital-first approach resulting in streamlined production costs and an 80% reduction in carbon emissions.

·       Played a key role in the development of global retail strategies including a toolkit for flagship running franchises. Delivered the particularly notable ‘Ultraboost 20’ campaign which was rolled out across 1,800+ retail stores worldwide.

GLOBAL RETAIL MARKETING MANAGER                                                                   Apr 2017 – May 2020

Adidas (Originals Business Unit)

Core Responsibilities:

·       Led sell-in and sell-out support across new franchises within the Originals business unit with a strong focus on key account management and engagement.

·       Played an integral role in the delivery of business-critical marketing projects as part of a cross-functional team of 7 including the development and management of GTM (Go to Market) strategies.

·       Oversaw the development of activation campaigns including the Superstar, Nite Jogger, and Falcon product ranges.

·       Collaborated extensively with global brand design partners to spearhead the creation of annual design principles with the objective of guiding external vendors in the production of retail marketing toolkits.

VISUAL MERCHANDISING MANAGER                                                                         Nov 2013 – Dec 2016

Fred Perry

Core Responsibilities:

·       Led a team of 2 tasked with driving customer engagement improvements across retail spaces including in-store communications, store design, and in-store events.

·       Defined and rolled out standardised visual merchandising guidelines to ensure continuity and alignment with company values and overall strategy.

·       Showcased the organisation’s merchandise at trade shows (Pitti Uomo, Bread & Butter, and SEEK) including delivering presentations that drove industry engagement and brand awareness.

EARLY CAREER

Visual Merchandising Communications Coordinator / Topshop                                   Dec 2012 – Nov 2013

Senior Visual Merchandiser / Topshop                                                                          Aug 2011 – Dec 2012

Visual Merchandiser / Urban Outfitters                                                                           Dec 2010 – Aug 2011

Visual Merchandiser / All Saints