Katy Laughlin
Senior Marketing Manager
SC
Summary
Revenue and profit–driven fashion industry professional with consistent record of exceeding or achieving seasonal. and annual goals. Perceptive in identifying and capitalizing on emerging trends to optimize sales and increase market share
Overview
12
12
years of professional experience
7
7
years of post-secondary education
Work History
Senior Marketing Manager
Bigelow Trading Ltd.
03.2021 - Current
- Implement channels specific marketing activations to support retail partners, including advertising coop, GWP, and gifting strategy across all brands, Proraso, C.O. Bigelow, Marvis, and Tenax
- Strategize and execute D2C customer communication, bi-weekly email, promotions, virtual events, and customer service for Proraso-USA.com.
- Plan Social Media calendar for Proraso and Marvis with 1 direct report for daily posts.
Senior Marketing Manager
FRANZ Skincare USA
08.2020 - 03.2021
- Defined goals, core strategies and most efficient tactics to drive cost-effective acquisition and retention business.
- Lead conceptual development of launch and ongoing marketing programs across brick and mortar, medical office and e-commerce channels.
Senior Brand Manager
Beauty By Imagination/WetBrush Brands Represented
05.2019 - 01.2020
- Brands represented included: WetBrush and Ace for Men across mass and select prestige retailers, boutiques and salons.
- Responsible for market research and trend boards used in planning new season products.
- Managed workflow across Creative and Product Development to ensure product packaging and display materials are completed on time.
Brand Manager
The Fragrance Group
11.2017 - 05.2019
- Managed an $80M business across a portfolio of eight fragrance houses.
- Planned all retailer events and meetings, including in-store branding, training and meetings.
- Managed all social media influencer activation and oversaw implementation of a public relations plan with the in-house PR Manager.
Associate Manager, Marketing Promotions
Shiseido Americas Corporation
01.2017 - 07.2017
- Managed promotional sales and development across both open sell and department store accounts for Shiseido brand and Clé de Peau Beauté.
- Produced and approved all artwork, copy and budget for saleable sets and GWP programs.
- Served as a liaison between the creative, finance and marketing brand teams to ensure all promotional initiatives were fully supported in store.
Assistant Buyer
Neiman Marcus Group
01.2014 - 08.2016
- Assisted vendors in managing their in-store event budgets.
- Attended local vendor meetings and developed strategies to ensure sales goals were met and stock levels were tailored to each stores’ needs. Negotiated RTVs and coop dollars.
- Negotiated monthly contests and an extensive GWP program, vendor funded in-store staff, vendor/coop relationship, and a NM $200K advertising spend.
Education
Master of Science - Strategic Design And Management
Parsons The New School For Design
New York, NY 09.2018 - 05.2020
Bachelor of Arts - Fashion Design
Parsons The New School For Design
New York, NY 05.2005 - 05.2010
Skills
Marketing & Customer Strategy
Timeline
Senior Marketing Manager
Bigelow Trading Ltd.
03.2021 - Current
Senior Marketing Manager
FRANZ Skincare USA
08.2020 - 03.2021
Senior Brand Manager
Beauty By Imagination/WetBrush Brands Represented
05.2019 - 01.2020
Master of Science - Strategic Design And Management
Parsons The New School For Design
09.2018 - 05.2020
Brand Manager
The Fragrance Group
11.2017 - 05.2019
Associate Manager, Marketing Promotions
Shiseido Americas Corporation
01.2017 - 07.2017
Assistant Buyer
Neiman Marcus Group
01.2014 - 08.2016
Bachelor of Arts - Fashion Design
Parsons The New School For Design
05.2005 - 05.2010