St. Louis, MO | carolinekennard@gmail.com
Driven, curious and innovative marketing professional with six years of experience overseeing marketing campaign execution, managing multiple in-store marketing procurement projects simultaneously, and providing data based strategy guidance.
Directed cross-functional execution of marketing material creation, procurement, production, and distribution of 618,626 signs arranged into 51,491 sign packages in 2021.
Enhanced center marketing strategies through deployment, tracking, and analysis of center marketing coupons. This resulted in over $450,000 in sales during 2021. Briefed store centers on in-store promotions; provided social posts highlighting top-selling product and maintained brand standards.
Maintained a large Visual Operations database, detailing granular store data.
Supported over 120 store remodels, 30 new stores, and rollout of two new store concepts in 100 stores through fixture order coordination, signage orders, in-store signage, audio and email marketing.
Championed visual merchandising standards during the store planning process, ensuring an optimal store layout and consistent in-store experience.
Coordinated fixture rollouts, ensuring all stores can execute merchandising strategies correctly. Oversaw the receipt of 2,246 fixtures in stores through four fixture rollouts in 2021.
Monitored marketing and visual merchandising inventory supply levels, forecasted usage, and identified data supported cost saving strategies.
Made 460+ updates to the Visual Database from the 2018 photo survey, improving in-store marketing orders and reducing signage costs by approximately $10,000 per year.
Overhauled the sign kit check-in process and implemented a new platform, allowing store teams to efficiently and accurately report missing and damaged sign kits. The BTS 19 Sign Kit Check-in saved Caleres approximately $6,100.
Composed clear and direct field communication as well as directives for 900+ stores.
Streamlined new store and remodel operation processes by updating handbooks and analyzing feedback from field teams and construction. Supported 45 new stores, 120 remodels, and new store concept rollouts.
Partnered with field leadership to ensure stores are executing visual strategies correctly, creating a consistent brand experience. Provided insight on visual execution from store photo surveys.
Oversaw distribution and receipt of seasonal print marketing for the Famous Footwear chain.
Expanded research insights in a white paper for a confidential client and presented my research findings to an internal team in charge of preparing for a new RFP.
Monitored media for a Fortune 200 company and sent out daily media alerts as well as special coverage reports to internal staff.
Assisted in qualitative and quantitative primary research efforts such as in-depth interviews, focus groups and online surveys.
Wrote and edited research reports, detailing insights that helped expand communication strategies and measure the effectiveness of current communications for multiple clients.
Conducted secondary research to aid in the development of traditional and digital campaigns. Utilized marketing research databases such as eMarketer, Forrester, Nielson, and CEB Iconoculture.
Greeted and identified needs of customers through open-ended conversation; displayed appropriate products and their features; recommended additional products to increase revenue and conversion rates.
Attained high customer service ratings given by customers through assisting customers, utilizing team selling, and having an extensive product knowledge, including discontinued products.
Highlighted promotions to achieve sales goals, increase units per transaction, and average dollar sales.
Organized store displays to enhance product visibility and maintain visual merchandising standards.
Devised a theoretical social media campaign proposal for a client including research, analysis, a social media content calendar, and measurement goals. Pitched the idea to the PR Think Tank team.
Produced social media content for multiple platforms (i.e. Facebook, Twitter, Instagram, LinkedIn, Pinterest, and Google+ for 30+ clients.
Brainstormed new advertising and promotion ideas for clients.
Explored new ideas for pitches including social media campaigns, social media content, and new clients that spanned across multiple industries.
May 2016 - August 2016