Summary
Overview
Work History
Education
Skills
Websites
Accomplishments
Timeline
Generic

Kaitlyn Gullickson

Hoboken,NJ

Summary

Experienced digital marketing professional with a strong background in digital commerce marketing and merchandising. Proven expertise in optimizing SEO strategies and developing digital content.

Overview

11
11
years of professional experience

Work History

Digital Commerce Marketing & Merchandising Manager

PepsiCo
10.2021 - Current
  • Lead PepsiCo's US Digital Merchandising Team, overseeing 5,000+ product detail pages across 100+ brands and 15+ retailers
  • Spearhead the creation of best-in-class product renderings, lifestyle imagery, copy, and brand stores, driving over $4B in revenue in 2024 alone
  • Delivered an estimated $100MM in incremental sales since 2023 by transforming PepsiCo's main image strategy through data-driven A/B testing and consumer insights gathered from qualitative surveys
  • Enhanced PepsiCo's SEO strategy through 3P data analysis, boosting brand visibility and outperforming competitors in key categories
  • Increased Gatorade's Amazon PDP conversion rate by 9% by collaborating with an AI platform to optimize PDP image order, currently extending this methodology to enhance PDP image development
  • Lead content creation for brand and product launches, collaborating with internal teams and external partners to craft compelling content that aligns with brand identity and resonates with target audiences

Digital Commerce Marketing & Merchandising Specialist

PepsiCo
03.2018 - 10.2021
  • Managed digital merchandising for PepsiCo's U.S
  • Portfolios on Amazon.com, Target.com, and Albertsons.com, overseeing 1,000+ product detail pages across 100+ brands to optimize online performance and visibility
  • Increased PepsiCo digital content quality scores for Target.com by over 50% and won the 2019 Strategic Content Partner of the Year award
  • Provided strategic guidance and thought leadership in digital content development for brand and product launches, earning an award from the Frito-Lay team for leading the content strategy for the PepsiCo PopCorners acquisition
  • Promoted to Digital Commerce Marketing & Merchandising Manager in 2021

Business Analyst, Corporate Merchandising & Marketing

Wakefern Food
03.2015 - 03.2018
  • Delivered actionable recommendations for in-store marketing strategies to optimize target market engagement and drive cost efficiencies
  • Managed weekly gross profit reporting for 250 ShopRite stores, providing campaign summaries and insights to internal stakeholders

Client Marketing Manager

Comag Marketing Group
10.2013 - 10.2015
  • Oversaw the marketing and distribution of key magazine publishing accounts, including Harvard Business Review and Redan's Disney Collection

Client Marketing Coordinator

Comag Marketing Group
10.2014 - 03.2015
  • Assisted a team of marketing managers on publishing accounts by analyzing distribution strategies and handling orders for smaller customers
  • Promoted to Client Marketing Manager

Education

B.S. - Business Administration, Marketing Major and Music Minor

The College of New Jersey
Ewing, NJ
05.2013

Skills

  • Adobe Photoshop
  • Adobe Illustrator
  • Amazon Vendor Central
  • Amazon Marketing Services
  • Microsoft Excel
  • Microsoft Sharepoint
  • Mondaycom
  • Salsify
  • Syndigo
  • Target Content Pipeline
  • Walmart Retail Link

Websites

Accomplishments

  • Walmart Content Scorecard Award, Optimized content scores for a 2,000-product catalog, driving enhanced SEO performance and fostering a stronger partnership for PepsiCo, resulting in improved content quality and increased visibility on Walmart.
  • Main Image Optimization, Drove an estimated $100MM in incremental sales since 2023 by leveraging Vendor Central A/B testing and shopper surveys to develop and implement PepsiCo's Digital Main Image strategy.
  • Target Strategic Content Partner Award, Improved content scores over 50% by developing imagery and copy highlighting key product features to win the Strategic Content Partner of the Year award.

Timeline

Digital Commerce Marketing & Merchandising Manager

PepsiCo
10.2021 - Current

Digital Commerce Marketing & Merchandising Specialist

PepsiCo
03.2018 - 10.2021

Business Analyst, Corporate Merchandising & Marketing

Wakefern Food
03.2015 - 03.2018

Client Marketing Coordinator

Comag Marketing Group
10.2014 - 03.2015

Client Marketing Manager

Comag Marketing Group
10.2013 - 10.2015

B.S. - Business Administration, Marketing Major and Music Minor

The College of New Jersey

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Kaitlyn Gullickson