When I was the Director of Retail and Ecommerce with Folli Follie, I was able to expand the brand presence in Lord and Taylor.
As a Regional Manager with Lands End, I had the opportunity to be part of the creation and launch of Lands End Canvas.
As a brand expansion focus, I was able to be open a Global Flagship for Folli Follie.
Brand Developement
As the Brand Strategist, I managed the day-to-day business of the brands I led, driving growth through DTC (direct to consumer) and trade initiatives as well as line extension innovations. I also championed the brand for internal and external stake holders ensuring clarity and consistency across all brand touch points.
The following were key actions that supported Brand Growth:
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Supported CEO and other executives in development of Brand Portfolio Strategy
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Became an expert in brand category dynamics (dependent on the brands from fashion apparel to luxury jewelry) objectives, positioning, consumer targeting, marketing plans
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Ensured flawless development and execution of brand marketing tactics and activations, with a focus on innovative advertising/promotion
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Focused on the Brand Equity DevelopmentSearched for new, industry-specific opportunities within creative and lifestyle aspects to ensure relevant and strategic positioning of the brand.
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Developed best-in-class toolkit and resources for the brand’s growth.
Key projects:
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Launched Lands End Shops (going from 25 concession doors to over 234 doors)
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Launched Lands End Canvas (secondary line extension)
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Launched Folli Follie brand in Wholesale (Lord and Taylor, Palacio De Heirro)
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Launched independent wholesale doors for Folli Follie in the Caribbean market
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Launched wholesale business for The New York Times Birthday Book with Uncommon Goods
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Launched wholesale business for the New York Times photography with Pottery Barn .