Heather Cross
Celina,Texas
Summary
A highly accomplished and results-oriented MARKETING LEADER, with demonstrated expertise in omni-channel retail marketing, change management, marketing strategy, budget management, networking and client engagement and category and product strategy. Leverages excellent communication, leadership, mentoring and negotiation skills to build relationships with diverse partners and vendors while collaborating with cross-functional teams. A dynamic and innovative business partner, who improves marketing ROI and delivers strategies that drive traffic, brand preference, and overall sales.
Overview
23
23
years of professional experience
Work History
Sr. Marketing Strategy Manager-Apparel & JCP Salon
JCPenney Corporation
Frisco, Texas
03.2018 - Current
- Oversee development and implementation of marketing strategies and programs that supported sales and profitability objective of company’s enterprise and divisional priorities. Provided strategic vision for divisional marketing support. Led and partnered with cross-functional teams, ensuring alignment of store operations, marketing, digital media, .com, pricing and signing and public relations. Served on multiple internal Business Resource Teams (BRTs), including “winning together” and system enhancements
- Created marketing plan and oversaw Salon 8.5M marketing budget
- Led several brand launches- Sports Illustrated active apparel, Disney Frozen, Mutual Weave etc.
- Developed and nurtured marketing vendor relationships with key partners including Disney, Nike, Adidas, Levi’s,
- Reebok, PUMA, Champion.
- Received JCPenney Founder’s Award and received JCPenney Warrior Coin 2019.
Sr. Marketing Product Manager-Home & JCP Salon
JCPenney Corporation
Frisco, TX
01.2014 - 03.2018
- Development and execution of divisional-level marketing plan for over 1100 JCPenney Salons and 15,000 JCPenney Stylists ensuring joint ownership across stores, direct sales, online marketing, and merchandising to support sales goals. Contributed to storewide sales promotion plans. Led marketing for rebranding of JCPenney Salons to Salon by InStyle.
- Identified, developed and evaluate marketing strategies based on knowledge of company objectives and market trends.
- Facilitates all elements of print, digital, email, social media, visual & broadcast projects and programs to ensure exemplary execution and project implementation
- Organizes the planning of content of small and large-scale integrated marketing plans across multiple media types (print, social, broadcast & digital).
- Counsels associates at senior management levels on content, development, implementation, operation and analysis of programs.
- When appropriate, disseminates new techniques, and approaches to company management.
Marketing Manager & Execution Manager-JCP Salon
JCPenney Corporate
Frisco, TX
01.2008 - 01.2014
- Oversaw marketing plan for 1100 JCPenney Salons
- Built and executed divisional marketing calendar, including 12 major divisional sales events. Managed coop budget and worked closely with finance team, managing divisional coop budget.
- Participates in planning, development, and space allocation of Omni-channel
strategy. - Facilitates discussions with division level merchant team to develop seasonal plan to support division priorities. Communication liaison between merchant & marketing teams & acts as marketing representative for the merchant business.
- Reviews sales data and evaluates effectiveness of item offers to improve content
productivity and to meet ROI objectives. - Performs reviews of advertising, proofs of manuscripts, of marketing media & pre-production.
- Reviews and monitors competitor marketing and shares findings with appropriate
Retail Operations Coordination & Execution Manager
JCPenney Corporate
Plano, TX
01.2002 - 01.2008
Marketing & Store Environment Coordinator
JCPenney Corporate
Plano, TX
01.1999 - 01.2002
Education
Bachelor of Arts - Public Relations, Advertising, And Applied Communication
Washburn University of Topeka
Topeka, KS05.1999
Skills
- Marketing Strategy Development
- Strategic Planning and Alignment
- Promotional Events
- Services Promotion
- Continuous Improvement Process
- Product Development and Marketing
- Marketing Program Management
- Promotions and Marketing Strategies
- Brand Messaging
- Multi-Channel Campaigns
- Efficient in Social Media Platforms, Excel, Power Point, Outlook
Accomplishments
- Warrior Coin 2019
- Founders Award 2019
- Chairman’s Award
- JCPenney Stock Option Awards
Timeline
Sr. Marketing Strategy Manager-Apparel & JCP Salon
JCPenney Corporation
03.2018 - Current
Sr. Marketing Product Manager-Home & JCP Salon
JCPenney Corporation
01.2014 - 03.2018
Marketing Manager & Execution Manager-JCP Salon
JCPenney Corporate
01.2008 - 01.2014
Retail Operations Coordination & Execution Manager
JCPenney Corporate
01.2002 - 01.2008
Marketing & Store Environment Coordinator
JCPenney Corporate
01.1999 - 01.2002
Bachelor of Arts - Public Relations, Advertising, And Applied Communication
Washburn University of Topeka
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