Beth Dahlke

• Manages the in-store digital strategy and channel innovation.
• Defines the process for developing, producing, and implementing digital content.
• Develops and maintains strong cross-functional partnerships with merchandising, services, creative operations, and procurement.
• Increases awareness of key retail categories and provides a big picture approach to messaging.
• Ensures all digital content drives sales and supports promotional seasonal strategies.

• Directed digital marketing channel strategy, tactical execution, and analysis for SEO (organic and PPC), paid social, affiliate marketing, lifecycle email campaigns, and CRM.
• Oversaw digital asset creation and management to drive value and ensure integrated campaign success.
• Managed omnichannel and technology projects creating new customer experiences in the mall's public spaces in partnership with tech vendors and the internal IT team.

Success Examples

• Conceptualized and managed MOA's 2019 Holiday and Fall Fashion video/photoshoots. Increasing campaign engagement by more than 20% YOY and reducing production spend by 33%.
• Redesigned MallofAmerica.com to optimize UX, increase time-on-site by 15%, and enable single sign-on.
• Championed the implementation of an online project management tool, increasing team productivity and reducing guest-facing errors.

• Oversaw print and digital production, including all aspects of photoshoots, primarily for circulars and direct mail; developed television, video, and commercial productions by managing every facet, including location, talent, pre-pro meetings, and photoshoot budgets.
• Audited and enhanced store displays with regards to product manufacturing, costing analysis, and overall implementation in end-user scenarios.
• Increased sales and brand exposure by optimizing packaging, collateral, and sales materials and increase target audience reach.
• Researched consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance marketing campaigns.

• Led product enhancements for digital ecosystem and paid media.
• Established timeline and budget guidelines for daily operations for digital projects.
• Oversaw creative team to generate dynamic marketing content and communication tools for promotional campaigns.

• Oversaw the content creation of online marketing copy, photography, videos, and graphics.
• Partnered with SEO, A/B testing, digital insights, and UX teams to ensure customer-facing experiences are best-in-class and maximizing engagement.
• Implemented agile work approach: including user stories, iterative development sprints, and detailed guest personas.
• Defined and documented new business processes by identifying roles and responsibilities, defining process requirements, piloting rollouts, and implementing risk escalation plans.

• Supervised in-house creative team to generate dynamic marketing campaign content and digital media asset creation.
• Collaborated with cross-functional teams to create high impact seasonal, temporary, and semi-permanent visual retail merchandising systems and promotional displays.
• Worked with Business Insights to identify branding opportunities, cement strategies and sustain loyal customer base.

• Produced radio spots, TV commercials, corporate videos, and media assets.
• Developed project budgets and managed production costs.
• Led implementation of best practices to support customer service satisfaction initiatives.
• Orchestrated license agreements for music and footage, talent releases and distribution contracts.

• Completed all phases of systems development life cycle (SDLC), including analysis, design, development, testing and support.
• Designed project workflows based on desired product requirements, accounting for available time and resources.
• Collected and responded to user feedback through iterative improvements to site structure and content.
• Incorporated SEO techniques to verify maximal site exposure to search engine robots and crawlers.