Joanna Waller
Dallas/Fort Worth
Summary
Passionate marketing leader known for launching brands with energy, purpose and heart. I lead with grace, positivity and a collaborative spirit - bringing teams, partners, retailers, and communities together creating meaningful brand moments that drive results. With deep experience across shopper, field and product launch marketing, I specialize in turning strategy into impactful execution that builds awareness, excitement and lasting consumer connection. I thrive in fast paced, creative and collaborative environments where I, along with my team, can turn big ideas into successful launches.
Overview
2026
2026
years of professional experience
Work History
Senior Manager, Shopper Marketing
Coca-Cola
Texas
01.2013 - Current
- Led shopper mareketing strategy for BODYARMOR and POWERADE across Target, HEB, Meijer, and HyVee. Developing retailer specific omni-channel programs that drove incremental volume, expanded distribution, and strengthened joint business partnerships.
- Built and executed high-impact retail media and in-store activation plans (Target/Roundel, H-E-B/HRM, Meijer/Meijer Media, HyVee/RedMedia), optimizing investments to maximize ROAS, feature/display support and velocity gains.
- Partnered closely with KAMs and Coca-Cola system team to align brand priorities with retailer strategies to aid in accelerating BODYARMOR and POWERADE growth in the competitive Isotonic sets.
- Activated TEAM BODYARMOR, including UFC, MLS, NASCAR, multiple regional professional athletes and Carrie Underwood for custom retail programming as well as energizing our customer partnerships through VIP Meet & Greet opportunities.
Regional Marketing Manager
BODYARMOR/Coca-Cola
Texas
2015 - 2023
- Trailblazed as BODYARMOR's first Texas hire, helping to launch the brand and building the playbook for growth in one of the nation's most influential isotonic markets.
- Executed bold, awareness driving 360 programs for key accounts throughout region - HEB, Walmart, QT, 7-Eleven, OnCue, Albertsons/Tom Thumb.
- Lead high energy team of Brand Ambassadors across Texas and Oklahoma, bringing BODYARMOR to life through large scale sampling and marquee partnerships - from the Ryan Blaney Show Car Tour and Gold Cup to ProCamps with our athlete roster (many more examples!).
- Owned and optimized regional budget including but not limited to traditional media buys (OOH, Radio), local influencer partner relationships, retail programming, staff and vehicle fleet - keeping every dollar working hard as we launched Texas and Oklahoma.
District Marketing Manager
Oberto Brands
Texas
01.2013 - 01.2015
- Developed and launched dynamic 360 programs - from major moments and partnerships like Summer X Games and Louie Vito to localized retail displays, contests and roadshows - fueling Oberto's brand refresh and relaunch!
- Fully managed budget allocations from regional programming, media, events, and partnerships to a full field team with FMM's, sampling and vehicle.
Senior Field and Experiential Marketing Manager
Coca-Cola
Texas
2008 - 01.2013
- Built and executed 360 marketing programs for key retailers in Dallas Market (Kroger, Albertsons, Tom Thumb, Walmart).
- Sought out and retained local influencers and partners to support overall brand and key new product launches.
- Led strong team of FMMs and Brand Ambassadors to help drive awareness and share brand love throughout the region.
- Designed custom events to localize national partnerships from Twilight and Sex and the City Dallas premieres to Carl Edwards events with our NASCAR partnerships plus many more!
Community Coordinator
lululemon athletica
Texas
2006 - 2008
- Selected as lululemon's first Texas hire, bringing local fitness expertise and knowledge as well as style credibility to launch the brand in a brand new market!
- Scouted Texas expansion markets and launched 2 showrooms and 4 lululemon athletica stores across Dallas, Houston and Austin; producing memorable grand opening events with local fitness influencers, dancers and musicians to draw crowds and excite the community!
- Drove launch excitement by connecting with local fitness communities and instructors, media (Good Morning Texas, Good Day Austin, Great Day Houston), and bringing products to life through fitness fashion shows.
- Sought out, and signed local fitness ambassadors for each store, producing professional photo shoots to create authentic, community-driven in-store POS.
Marketing and Showroom Manager
The North Face
Texas
01.2004 - 01.2006
- Analyzed sell-in and sell-through data on a weekly basis for 16 states in territory of The North Face apparel and gear to be distributed to management.
- Led The North Face showroom experience in Dallas, inspiring retailers to buy into each seasons' new products and color updates.
- Conducted new product technical clinics for store managers and employees at our Texas and Louisiana retailers who sold North Face.
- Brought The North Face to life through events of all sizes - from Teton Gravity Research film premieres to high energy rock climbing competitions.
Education
Bachelor of Science -
Harding University
Searcy, ARSkills
- Shopper Marketing Strategy
- Cross-functional collaboration
- Product Launch Planning
- Field Marketing and Experiential Activation
- Omnichannel Campaign Development
- Retailer Partnerships
Timeline
Senior Manager, Shopper Marketing
Coca-Cola
01.2013 - Current
District Marketing Manager
Oberto Brands
01.2013 - 01.2015
Marketing and Showroom Manager
The North Face
01.2004 - 01.2006
Regional Marketing Manager
BODYARMOR/Coca-Cola
2015 - 2023
Senior Field and Experiential Marketing Manager
Coca-Cola
2008 - 01.2013
Community Coordinator
lululemon athletica
2006 - 2008
Bachelor of Science -
Harding University