From sell-in, to sell-through.
Integrated marketing is all the things when it comes to creating brand awareness. It starts with strategic planning and ends with creative measures.
MARKETING GTM
Designed seasonal marketing plans, messaging cadence and unique story generation focused on creating brand demand in over 70 countries and 2000 points of sales for global fashion/lifestyle watch and accessories brand through go-to-market planning, strategies, and budget ownership.
BRAND MARKETING
Working with brand ambassadors, internal collaborators, and media partners, I led key seasonal product marketing strategies for sell-through via retail POS, social media, content creation, copywriting, media planning/buying, PDP, during my tenure at nixon.
MEDIA BUYING
Negotiated and managed all media buying, budgeting, partners & flighting for digital, content partnerships, print and OOH advertising. Created campaign briefs, RFP’s and scope of work for marketing assets for internal teams, international offices, and external agency partners.
MARKETING & CREATIVE OPERATIONS
Led marketing and creative teams, developed cross-department collaboration process and set up internal policies and procedures to support seasonal marketing, sales initiatives AND domestic/international GTM strategies for DTC & B2B accounts for emerging Italian eyewear brand, ELECTRIC.
RETAIL AWARENESS + LAUNCH
In support of launching Nixon’s first NYC store location and first U.S. custom watch bar, along with short lead times and an even leaner budget, I was able to garner over 30 million earned media impressions as well as align paid media opportunities for broader awareness.
BRAND PARTNERSHIPS
Responsible for marketing plans for limited-edition products with exclusive distribution. Projects included Kate Spade, Lucas Films/Star Wars, Beastie Boys, colette, Barneys NYC, VANS, among others.
COPYWRITING
Working with design briefs and technical product specs, I brought new seasonal watches, sunglasses, goggles, softgoods, accessories and audio products to life through copywriting THAT LIVED ON ADVERTISING, PDP, PACKAGING, WORKBOOKS, CATALOGS, EMAIL CAMPAIGNS, AND MORE.
Account management + PRODUCER
IN THIS ROLE, I Organized the in-house creative needs and workflow PROCESS in order to hit pending, and fast-approaching deadlines, for Gordni’s first rebrand in over 20-years. Scope of work included workback calendars, Project management, talent production, budget trackinG, client-facing and internal communication, AND GENERAL BEST-PRACTICES.
MARKETING MANAGEMENT
Marketing POC for Campos Borquez, an industry-leading, family-owned, vertically integrated, and regenerative agriculture brand. Marketing ownership included GTM strategies, social media (GTM, flighting, copywriting) C-suite and sales collaboration, and more.
BRAND MANAGEMENT
Marketing lead/strategist and creative liaison with California’s largest licensed, vertically integrated cannabis operation in the state (CA). Successfully launched recreational/active lifestyle cannabis brand, resulting in sold-out first run of product. Marketing touchpoints included brand website, social media strategies, tradeshow materials, retail marketing programming, etc.
REBRAND
Retained by a family-owned, 100-year-old heritage watch and jewelry brand for a personalized jewelry rebrand (monya) for its first direct-to-consumer launch. Work included market opportunity analysis, tone of voice (TOV), point of view (POV), copywriting, agency management, and full-scale marketing executioN. Agency partners included Troup and Poolboy.
PUBLIC RELATIONS
Constructed and communicated seasonal global PR strategies, CREATED UNIQUE PRESS and seeding kits, HELD DESKSIDE EDITOR APPOINTMENTS AND MANAGED NYC SHOWROOM APPOINTMENTS to acquire high-level placements with relevant MEDIA OUTLETS. bespoke pr kits shown above.