GOAL
To develop new branding that honored the Specialty Food Association’s legacy and drummed up excitement for the future. (e.g. new logo and identity for the SFA, a comprehensive book of brand guidelines, and brand rollout video).
MARKETING COLLATERAL
Brand Guidelines Booklet
SFA Brand Video
PROJECT ROLE
Brand Marketing Director
COMPANY
Specialty Food Association, Inc.
INDUSTRY
B2B - Specialty Food & Beverage
SKILLS
Branding & Identity, Brand Development, Creative Direction, Strategic Marketing, Design Development, Copywriting, Creative Strategy
GOAL
Responsible for the marketing and cross-channel brand development executed via email marketing, social media, in-store signage, website, direct mail, digital assets and more to support our seasonal and everyday businesses for 1000 retail stores and 100 outlet stores in the US & abroad and the website.
MARKETING COLLATERAL
Seasonal digital & e-commerce campaigns (e.g. sampling of homepages, department pages, mobile, email & social media).
Blog Launch (e.g. sampling of landing pages, video integration, interior pages & more)
PROJECT ROLE
International Marketing Partnerships & Promotions Manager
COMPANY
The Children’s Place, Inc.
INDUSTRY
Retail, E-Commerce
SKILLS
Omnichannel Marketing Strategy, Concept Development, Content Creation, In-Store Signage
GOAL
Developed a campaign that would help build an emotional connection between Association members, the Fancy Food Show, and what they imagined made their exhibit & the Show “fancy”. This would lay the foundation for future trade show marketing. (i.e. 2024 Winter Fancy Food Show)
MARKETING COLLATERAL
”that’s Fancy.” Video
Campaign Design & Content Development
Campaign Photography
PROJECT ROLE
Brand Marketing Director
COMPANY
Specialty Food Association, Inc.
INDUSTRY
B2B - Specialty Food & Beverage
SKILLS
Relationship Marketing, Concept Development, Branding & Identity, Creative Direction, Trade Show Content Marketing
GOAL
Created a custom marketing strategy that reached SFA’s most important audiences that drove engagement, revenue, and loyalty through a variety of marketing services. Led the marketing team to produce trade show branding, experiential media, and video production.
MARKETING COLLATERAL
SFA Trade Show Branding, Photography, Trade Show & Wayfinding Signage, Email, Direct Mail, Social Posts, Experiential Concepts
Video Production
- Celebrities at the Show | Join Us Message
- Finding Trends at the Show
- Celebrating Diversity at the Show
- What are Buyers Saying?
- Sustainability at the Show
Partnership Marketing
Mobile Experience
PROJECT ROLE
Brand Marketing Director
COMPANY
Specialty Food Association, Inc.
INDUSTRY
B2B - Specialty Food & Beverage
SKILLS
Branding & Identity, Creative Direction, Trade Show On-Site & Content Marketing, Event Operations, Partnership Marketing, Brand Strategy
GOAL
Collaborated with Marvel to promote Spiderman apparel & accessories in conjunction with Super Hero Month and the release of their blockbuster film. Developed an aggressive marketing promotional calendar, compelling creative, and a successful online & in-store marketing campaign that drove profitable traffic, increased new customer acquisition, and generated high revenue growth.
MARKETING COLLATERAL
GWP promotion; in-store & digital marketing assets, social contest, and the floorset guide; in-store assets were developed for social / photo opportunities.
PROJECT ROLE
International Marketing Partnerships & Promotions Manager
COMPANY
The Children's Place, Inc.
INDUSTRY
Retail, E-Commerce
SKILLS
Strategic Partnerships, Business Development, Branding, Relationship Marketing, Channel Relationships, Deal Structuring, Strategic Planning, Social Media
GOAL
To address flattening membership and mounting trade show competition, I developed new positioning and an integrated marketing campaign, maximizing our trade show ROI. I also directed the creation of the Post Show Report, designed to attract future attendees & exhibitors. Campaign results: Record Show Increases; 32k attendees; Registration +22%; Buyer Category +20%; Distributors +12%
MARKETING COLLATERAL
2023 Summer Fancy Food Post Show Report
PROJECT ROLE
Brand Marketing Director
COMPANY
Specialty Food Association, Inc.
INDUSTRY
B2B - Specialty Food & Beverage
SKILLS
Content, Copywriting, Sales Enablement, Design Direction, Integrated Marketing
GOAL
To create a message map outlining how the association should communicate to our target audiences, aimed at helping my team articulate a clear and concise message about the Show. Using the message maps ensured all team members alignment in their communication across various channels, established a clear and cohesive brand message, and increased brand credibility.
My main goal was to improve our audience experience, drive satisfaction by tailoring messages to address relevant user needs and pain points, and setting realistic expectations.
MARKETING COLLATERAL
2023 Summer Fancy Food Show Persona Development
PROJECT ROLE
Brand Marketing Director
COMPANY
Specialty Food Association, Inc.
INDUSTRY
B2B - Specialty Food & Beverage
SKILLS
Marketing Strategy, Positioning, Campaign Development, Content Creation, Marketing Communication
GOAL
Collaborated with the creative agency to refine the brand and develop a go-to-market strategy that directly addressed the needs of our audience and developed integrated marketing plans for our diverse product assortment. With these strategies clearly defined, we were also able to refine our visual assets.
PROJECT ROLE
Brand & Trade Marketing Manager
COMPANY
De’Longhi Group, NA
INDUSTRY
B2B, Retail, E-Commerce
SKILLS
Strategic Marketing, Content Development, Brand Strategy, Insights, Visual Marketing
GOAL
To drive the look and feel of the Material Girl brand for Macy’s stores by collaborating on initiatives from an omni-channel perspective, collaborating with store optimization, space planning, omnichannel marketing and more to ensure the stories of the brand came to life in an engaging and creative way.
I developed the creative concept & visual merchandising story for the brand launch; worked to continuously build brand positioning through innovative consumer activation & visual merchandising initiatives; partnered with Shop Design to facilitate prototype shop construction, develop new fixtures, and produce marketing elements to complete the in-store presentation.
MARKETING COLLATERAL
In-store signage, mannequin & shop development, packaging, floorset & style guide
PROJECT ROLE
Visual Marketing Manager | Branded Environments
COMPANY
Macy's, Inc.
INDUSTRY
Retail, E-Commerce
SKILLS
Concept Development, Creative Direction, Brand Strategy, Environmental Design, Retail Marketing, Visual Merchandising, Fashion
GOAL
I was at the forefront of project managing, strategizing, and executing events for De’Longhi that told the best stories about our group of products and services. The Inspired Home Show was the event our company consistently attended. I was responsible for building strategy and driving an integrated approach across the event to attract qualified buyers, and help to exceed pipeline & revenue targets.
MARKETING COLLATERAL
Trade Show Booth Design including Visual Elements
PROJECT ROLE
Brand & Trade Marketing Manager
COMPANY
De’Longhi Group, NA
INDUSTRY
B2B, Retail, E-Commerce
SKILLS
Branding & Identity, Creative Direction, Trade Show On-Site & Content Marketing, Event Operations, Visual Marketing & Merchandising
GOAL
My role was responsible for defining and communicating ID Ideology’s style positioning each season by curating relevant, on trend, brand looks — especially during the brand launch, first for the womenswear line and later for menswear. I ensured that the product and stories articulated the essence of the brand while providing Macy’s Retail Development & Visual partners explicit instructions via style guides and floorsets. The work included styling looks for in-store as well as website, digital, print, marketing, and events.
The brand aesthetic and visual DNA are upheld in every aspect of shop design development, packaging assets, content creation, ensuring coherence across story development, seasonal key looks, on-set styling, and photography.
MARKETING COLLATERAL
In-store Marketing Signs, Mannequin Development & Shop Design, Mobile App Marketing, Event Marketing, Style Guide
PROJECT ROLE
Visual Marketing Manager | Branded Environments
COMPANY
Macy's, Inc.
INDUSTRY
Retail, E-Commerce
SKILLS
Conceptual Development, Creative Direction, Event Marketing, PR, Fashion, Integrated Marketing, Print Production, Retail, E-commerce, Packaging
GOAL
To develop a retailer marketing plan & visual marketing prototypes to support the CAPSULE Heating Solution. Partnered with the Product Development team on specific development roadmaps and translated the technical details and features into benefits. Developed comprehensive GTM plans that supported the product development timeframes and orchestrated the cross-functional execution plan to achieve business goals.
MARKETING COLLATERAL
In-store Signage, Product Displays, Product Knowledge, Packaging, Planograms
PROJECT ROLE
Brand & Trade Marketing Manager
COMPANY
De’Longhi Group, NA
INDUSTRY
B2B - Specialty Food & Beverage, Retail, E-Commerce
SKILLS
Product Positioning & Messaging, Brand Strategy, Content Development, User Experience, Retail Marketing, Visual Merchandising, Performance Management
GOAL
To create a structured approach that outlined the key elements and considerations involved in creating and implementing a successful Fancy Food Show marketing strategy. The framework served as a roadmap for guiding decision making and aligning marketing activities with overall business objectives.
MARKETING COLLATERAL
2023 Summer Fancy Food Strategic Framework
PROJECT ROLE
Brand Marketing Director
COMPANY
Specialty Food Association, Inc.
INDUSTRY
B2B - Specialty Food & Beverage
SKILLS
Marketing Strategy, Campaign Development, Content Creation, Marketing Communication
GOAL
Responsible for executing micro-events & trade shows, supporting in-store retail marketing efforts, developing in-store programming and best-in-class POS, supporting our online retailers and supporting the account sales team to ensure that we achieve our sales goals.
For this project, I created an immersive customer experience at The New York Coffee Festival - New York's flagship consumer-facing coffee event. This custom-tailored micro-event provided value to our target audiences. I designed an exhibition / demo area; managed the Design team & provided direction and overall guidance for them to create high-impact collateral and promotional pieces.
MARKETING COLLATERAL
Micro-Event Booth Design & Signage
PROJECT ROLE
Brand & Trade Marketing Manager
COMPANY
De’Longhi Group, NA
INDUSTRY
B2B, Retail, E-Commerce
SKILLS
Branding & Identity, Creative Direction, Trade Show On-Site & Content Marketing, Event Operations, Visual Marketing & Merchandising
GOAL
Responsible for defining and communicating bar III’s style positioning each season by curating relevant, on trend, brand looks — especially during the brand launch. I ensured that the product and stories articulated the essence of the brand while providing Retail Development & Visual partners explicit instructions via style guides and floorsets. The work included styling looks for in-store as well as website, digital, print, marketing, and events.
The brand aesthetic and visual DNA are upheld in every aspect of shop design development, packaging assets, content creation, ensuring coherence across story development, seasonal key looks, on-set styling, and photography.
MARKETING COLLATERAL
In-store Signage, Mannequin & Shop Development, Packaging, Floorset & Style Guide, Event Marketing Elements
PROJECT ROLE
Visual Marketing Manager | Branded Environments
COMPANY
Macy's, Inc.
INDUSTRY
Retail, E-Commerce
SKILLS
Conceptual Development, Creative Direction, Event Marketing, PR, Fashion, Integrated Marketing, Print Production, Retail, E-commerce, Packaging
GOAL
To drive the look and feel of the Maison Jules brand for Macy’s stores by collaborating on initiatives from an omni-channel perspective, collaborating with store optimization, space planning, omnichannel marketing and more to ensure the stories of the brand come to life in an engaging and creative way.
I developed the creative concept & visual merchandising story for the brand launch and worked to continuously build brand positioning through innovative consumer activation & visual merchandising initiatives. I also partnered with Shop Design to facilitate prototype shop construction, develop new fixtures, and produce marketing elements to complete the in-store presentation. This included creating custom mannequins.
MARKETING COLLATERAL
In-store Signage, Mannequin & Shop Development, Packaging, Floorset & Style Guide, Event Marketing Elements
PROJECT ROLE
Visual Marketing Manager | Branded Environments
COMPANY
Macy's, Inc.
INDUSTRY
Retail, E-Commerce
SKILLS
Concept Development, Creative Direction, Brand Strategy, Environmental Design, Retail Marketing, Visual Merchandising, Fashion
GOAL
To create greater distinction from sister brands, Ann Taylor, LOFT, and Factory Stores, to avert growing cannibalization and reverse negative sales trends; achieved double-digit comp increase through effective repositioning, refreshed creative, cross-channel synergy, and awareness-building.
I managed the internal creative agency’s planning and execution of the brands' marketing, communications & promotional projects.
MARKETING COLLATERAL
Window & In-Store Signage, Advertising, Direct Mail, Product Knowledge, Floorsets
PROJECT ROLE
Marketing & Creative Services Manager
COMPANY
ANN, Inc.
INDUSTRY
Retail, E-Commerce
SKILLS
Omnichannel Marketing Strategy, Concept Development, Content Creation, Brand Strategy, Signage + Wayfinding
GOAL
To develop a retailer marketing plan & visual marketing prototypes to support the Braun Product Launch at Target Stores in partnership with the Target Media Network. We offered a strong Braun investment to support the launch ($800k) across digital marketing (direct + TMN), in-store displays & promotions in order to drive brand awareness & conversions.
MARKETING COLLATERAL
In-store Signage, Product Displays, Product Knowledge, Packaging
PROJECT ROLE
Brand & Trade Marketing Manager
COMPANY
De’Longhi Group, NA
INDUSTRY
B2B - Specialty Food & Beverage, Retail, E-Commerce
SKILLS
Concept Development, Brand Strategy, Content Development, User Experience, Retail Marketing, Visual Merchandising
GOAL
I was responsible for developing the creative concept & visual merchandising story for American Rag Juniors at Macy’s. I partnered with shop design to develop fixtures and product merchandisers to develop on-product collateral featured in visual presentations and press events.
MARKETING COLLATERAL
In-store Signage, Mannequin & Shop Development, Packaging, Floorset & Style Guide, Event Marketing Elements
PROJECT ROLE
Visual Marketing Manager | Branded Environments
COMPANY
Macy's, Inc.
INDUSTRY
Retail, E-Commerce
SKILLS
Concept Development, Creative Direction, Brand Strategy, Environmental Design, Retail Marketing, Visual Merchandising
Assisted in re-inventing a diverse & aging portfolio of brands into a single, strong, contemporary entity now known as AVENUE®. This culminated in a groundbreaking campaign launch with photography masterfully created by world-renowned fashion photographer Richard Avedon, followed by Walter Chin.
I helped to create seasonal multi-tiered media marketing strategies based on business goals and sales plans.
Skills: Omnichannel Marketing Strategy, Concept Development, Content Creation, Brand Strategy, In-Store Marketing
Project Role
Marketing Coordinator | In-Store Marketing & Brand Strategy-
Company
Avenue Stores
Project Industry
Retail, E-Commerce
GOAL
My role was equal parts analytical and creative; bridging the gap between Performance and Brand marketing. I was focused on spearheading performance creative strategy to support our growth efforts and drive profitable show attendance & member acquisition.
I managed our strategy/testing roadmap across markets, channels, and platforms, owning relationships with our media and brand team counterparts, and leading deep analysis of performance data and subsequent creative optimizations. I played a pivotal role in meeting our member acquisition targets, effectively balancing day-to-day creative optimizations with disruptive bigger swings.
MARKETING COLLATERAL
SFA Trade Show Branding, Photography, Trade Show & Wayfinding Signage, Email, Direct Mail, Social Posts, Experiential ConceptsVideo Production, ShowPartnership Marketing, Mobile Experience
PROJECT ROLE
Brand Marketing Director
COMPANY
Specialty Food Association, Inc.
INDUSTRY
B2B - Specialty Food & Beverage
SKILLS
Branding & Identity, Creative Direction, Strategic Marketing, Creative Briefs, Integrated Marketing, Business Insights, Communication, Performance Analysis, Stakeholder Management