Allison Conover
Louisville,KY
Summary
Results-driven Shopper Marketing Manager with experience in CPG, specializing in driving retail conversion, brand activation, and trade promotions. Proven track record of developing high-impact marketing strategies that increase sales and brand visibility. Seeking a role in Shopper Marketing, Brand Management, or Trade Marketing to leverage expertise in customer insights, promotional planning, and cross-functional collaboration.
Overview
9
9
years of professional experience
Work History
Manager, Shopper Marketing
Dan-O's Seasoning
Louisville, KY
01.2024 - Current
- Developed and executed shopper marketing strategies that increased brand visibility and sales across key retailers, including Publix, Kroger, and Albertsons.
- Led in-store activations, digital promotions, and POS merchandising, optimizing product placement and shopper engagement.
- Implemented a targeted Fetch campaign, driving 9,000 incremental new households and achieving a $1.80 ROI, strengthening brand penetration.
- Managed shopper insights initiatives, utilizing Nielsen, SPINS, and retailer data to refine marketing programs and promotional strategies.
- Collaborated with sales to align marketing plans with retailer objectives and drive incremental growth.
- Conducted post-campaign analysis, tracking incremental sales lift, household penetration, and promotional ROI, leading to data-driven marketing refinements.
Visual Merchandising Manager
Shoe Sensation, Inc.
Jeffersonville, IN
03.2022 - 01.2024
- Led visual merchandising strategy across retail locations, ensuring brand consistency and an engaging in-store experience to drive customer conversion.
- Developed and implemented planograms to optimize product placement, enhance customer flow, and increase sales per square foot.
- Managed new store openings and setups, coordinating layout planning, fixture installations, and merchandising strategies for seamless launches.
- Utilized Adobe Creative Suite and IWD to design and execute visually compelling displays and retail marketing materials.
- Spearheaded seasonal and special event merchandising, aligning product presentations with promotional strategies to maximize sales impact.
- Analyzed sales data and customer insights to refine merchandising strategies, improving store performance and enhancing the customer experience.
- Led a team of visual merchandisers, providing training, supervision, and performance management to ensure execution excellence.
- Collaborated with retail marketing and operations teams to create cohesive store experiences that supported promotional and branding objectives.
- Produced detailed reports in Microsoft Excel and PowerPoint, tracking merchandising performance, store compliance, and key visual execution metrics.
Visual Merchandising Trainer
Von Maur
Louisville, KY
03.2016 - 03.2022
- Traveled to stores across the company to train new visual associates, ensuring brand consistency and merchandising excellence.
- Played a key role in new store openings and remodels, leading visual merchandising setup and execution.
- Conducted hands-on training sessions for department managers, teaching effective merchandising techniques to maximize sales.
- Implemented training programs focused on company policies, visual standards, and best practices.
- Mentored and onboarded newly hired top talent, equipping them with skills to excel in key roles and enhance productivity.
- Identified and addressed process inefficiencies, improving merchandising execution and compliance.
- Assessed trainee progress through evaluations and feedback, refining instruction methods to drive retention and performance.
- Strengthened team capabilities while fostering customer-centric merchandising strategies that drove in-store engagement and sales.
- Maintained detailed documentation of training sessions, participant progress, and engagement levels.
Education
Bachelor of Science - Merchandising
University of Kentucky
Lexington, KY12-1997
Skills
- Shopper and Trade Marketing Strategy
- POS (Point of Sale) Strategy and Execution
- Promotional Planning and Execution
- Cross-functional collaboration
- Retail Media and Digital Activations
- Sales and Marketing Analytics (SPINS, Nielsen)
- Project Management Platforms (Monday, Smartsheet)
- Adobe Creative Suite
- Canva
- Microsoft Office
- Google Workspace
Timeline
Manager, Shopper Marketing
Dan-O's Seasoning
01.2024 - Current
Visual Merchandising Manager
Shoe Sensation, Inc.
03.2022 - 01.2024
Visual Merchandising Trainer
Von Maur
03.2016 - 03.2022
Bachelor of Science - Merchandising
University of Kentucky
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