CRISTINA BRITO KIERNAN
Marketing And Strategy Leader
Phoenix,AZ
Summary
A results and people-driven, client-focused, savvy business leader offering a 20-year history of leading strategic and tactical business initiatives. Leader with a strong understanding of retention and acquisition marketing channels, analytics, loyalty, promotions, and P&L management. Proven expertise in business transformation and change management to consistently exceed company objectives. Offering effective communication, team building and coaching skills with commitment to fostering company vision and building professional culture rooted in trust and mutual respect.
Overview
18
18
years of professional experience
Work History
Head of Pet Marketing, Strategy and Marketplace Businesses
Nexus Brand Group
12.2020 - 06.2024
- Manage Ryan’s Pet Supplies, Groomers Pro and Cherrybrook P&Ls and help define overall strategic plan for businesses, including growth opportunities in existing and emerging markets
- Established marketing and strategy processes for annual planning, launched creative brief process, design reviews and shared results amongst the 10 Global pet businesses
- Supported due diligence through 10 business acquisitions all accretive with over 25% EBITDA growth post-acquisition; manager and mentor to 3 of the business General Manager including one founder
General Manager, Ryan’s Pet Supplies
Nexus Brand Group
10.2018 - 12.2020
- Brought in to lead business post transition from 60-year owner lead business to PE backed; grew revenue and EBITDA +38%
- Transitioned business from traditional catalog retailer to digital/ecommerce focus through digital growth with website Assisted with technology road map including ERP transition, Demand Planning, 3PL launch, Social Platform and launched new digital agency
- Developed internal talent from founder own and managed business to data driven leaders by establishing and focusing on KPIs and defining business core values and missions
Senior Director, .CA (GM Canada Ecommerce)
Sephora
01.2016 - Current
- Manage Canada.com P&L and help define overall strategic plan for business, including key growth opportunities by year and supporting investment and resource needs; Grew the business 3.5x in first two years while leveraging operating profit
- Oversee Canada ecommerce marketing (mobile, site, email, paid media, and personalization) & merchandising (assortment, gross margin, inventory, and process) strategies to build the beauty ecommerce market in Canada
- Develop multi-year fulfillment plan with the Product Management, Supply Chain, and IT teams
- Prioritize business opportunities for the Canada digital business and present decisions to relevant stakeholders including IT/Project management for inclusion in roadmap prioritization
- Inspire, mentor, and lead a team of more than 20 by defining team values, mission, and vision
Director, Loyalty
Sephora
06.2014 - 12.2015
- Managed loyalty, promotions, and direct mail programs, including lifecycle marketing, upward migration, churn, messaging strategy and client retention
- Double-digit YoY sales growth across all eCommerce channels
- Oversaw rewards program offer type and cadence, store allocation, marketing, and employee communications
- Partnered with product management and IT to prioritize & rollout program enhancements for stores and digital channels
Senior Marketing Manager / Marketing Director, Promotions & Direct Mail
Sephora
10.2011 - 06.2014
- Built new team to support company sampling and CRM initiatives resulting in average campaign growth of more than 25%
- Developed strategy plan, ROI analysis, and marketing strategy for all North American store and online promotional campaigns that resulted in double to triple digit comps
- Drove testing strategy to optimize media plan, placements, creative, offer testing, and timing to become best in class
- Built annual calendar to support CRM upward migration and increase client share of wallet – identified new opportunities with marketing channels including: mobile, email, social, direct mail, site, search, affiliate, and display
- Managed website relaunch marketing campaign which exceeded customer engagement and conversion goals
Marketing Manager, Promotions
Sephora
03.2009 - 10.2011
- Established and defined promotions department within the organization focused on driving sales, customer engagement, and cross-department collaboration during the financial crisis
- Led the strategic direction for promotional marketing programs for retail stores, sephora.com, email, direct mail, search, affiliates, and social media, which included planning, forecasting, financial modeling, budget setting, campaign analysis, project management and product management
- Presented new promotional ideas in weekly executive meetings that did not rely on discounts and maintained Sephora’s brand integrity
- Sourced and negotiated vendors and partnerships
Associate Marketing Manager, CRM
Sephora
06.2008 - 03.2009
- Assisted with Sephora’s loyalty program brand analysis, marketing cadence, and online placements
- Executed new online program initiatives and messaging
- Helped analyze and rollout new loyalty program tier
Marketing Manager / Online Marketing Coordinator
RedEnvelope
09.2006 - 06.2008
- Led strategic direction of online marketing programs for affiliates, business development, search, portal partnerships, and display retargeting
- Launched seasonal gift guides that resulted in more than 280% conversion lift and presented weekly business updates to the senior management team
Education
Bachelor of Business Administration - Marketing, Corporate Communications and Public Affairs
SOUTHERN METHODIST UNIVERSITY
Dallas, TXSkills
Collaborative leadership
Timeline
Head of Pet Marketing, Strategy and Marketplace Businesses
Nexus Brand Group
12.2020 - 06.2024
General Manager, Ryan’s Pet Supplies
Nexus Brand Group
10.2018 - 12.2020
Senior Director, .CA (GM Canada Ecommerce)
Sephora
01.2016 - Current
Director, Loyalty
Sephora
06.2014 - 12.2015
Senior Marketing Manager / Marketing Director, Promotions & Direct Mail
Sephora
10.2011 - 06.2014
Marketing Manager, Promotions
Sephora
03.2009 - 10.2011
Associate Marketing Manager, CRM
Sephora
06.2008 - 03.2009
Marketing Manager / Online Marketing Coordinator
RedEnvelope
09.2006 - 06.2008
Bachelor of Business Administration - Marketing, Corporate Communications and Public Affairs
SOUTHERN METHODIST UNIVERSITY
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