Kirsten DESALVO

Lead the vision, strategy and execution of all things consumer experience for both the TREE and PRO brands inclusive of digital brand, retail, media, loyalty and experiential channels.

• Lead the DTC retail Marketing vision and strategy for stores, brand and all product categories to fuel business growth and brand equity across Timberland’s owned full price stores and outlets, focusing on the physical and digital aspects
• Deliver elevated retail marketing plans and tools related to Store openings, Store re-fits, Traffic driving, Windows, 4-wall marketing and Visual Merchandising; from strategic planning to execution of key strategies/initiatives
• Was the Marketing lead for the new Timberland NYC flagship store that opened in March of 2023 – since opening, the store as continued to exceed traffic goals as well as key consumer engagement metrics
• Lead the retail vision and Marketing strategies for the Americas WHS and Digital marketplace, across both the TREE and PRO channels, inclusive of seasonal GTM planning, strategic key account marketing, Visual Merchandising and marketplace insight initiatives
• Lead and delivered the implementation of Timberland’s first ever Membership program vision and roadmap across stores, ecom and experiential, ensuring we welcomed new customers to the program, consistently engaged and retained new and existing members through inspiration and enablement, driving 365 relevance and year round demand
• In first 6 months of delivery, Membership program exceeded acquisition goals by 30+% and revenue by 45%
• Lead the strategies and execution of the digital consumer journey across the email, SMS and Membership channels for both TREE and PRO with a focus on Timberland.com at the center
• Implemented new strategies for both the trigger and SMS channels, which doubled the revenue from the CJM channel
• Develop, drive and own the experiential and traffic driving marketing strategies to drive a deeper connection with our consumers through impactful events in our key cities and use those events to drive energy and engagement with both our own stores and Wholesale partners
• Delivered first ever Timberland mobile tour, THE STOOP, which in 2 years exceeded all traffic, revenue and engagement metrics and has also been nominated 2 years back to back for AdWeeks “Campaign of the Year”.
• Develop, drive and own full funnel media strategies to connect with consumers and determine the most efficient and effective marketing activities to optize media efforts for both the TREE and PRO brands – inclusive of brand and performance media channels as well as all social channels and platforms
• Lead the Consumer Experience organization of 22 associates by providing the team with clear vision, coaching and motivation to support Timberland goals and objectives
• Plan and manage 100% of the Americas budget for TREE and PRO business units to ensure economies of scale and synergies for optimum return on investment
• Consistently collaborate and work closely with other regional channels and global teams (brand, planning, merchandising, creative, etc.) to ensure alignment across all channel KPIs.

Drove the vision, strategy and execution for the digital, retail and analytics channels for the Americas region.

• Led the strategies and execution for the DTC and Wholesale marketplace retail channels, inclusive of traffic driving, visual merchandising and experiential channels
• Owned the strategies for the consumer journey on timberland.com including driving consistent marketing messaging throughout the site, aligning the consumer experience against our paid media tactics and reviewing weekly performance metrics to ensure we were meeting all KPIs.
• Led the analytics team and owned the implementation of a new TBL tech stack in partnership with VF, the delivery of a new reporting dashboard as well as the kickoff of delivering a new loyalty platform
• Owned the strategies and execution of a new CJM channel strategy that covered the email (BAU and trigger) and SMS channels, as well as the on-boarding of a new SMS vendor
• Partnered cross-functionally with the global and regional product, merchandising and planning teams on all seasonal GTM plans to drive alignment on key channel goals and KPIs (sell-thru, new consumer acquisition, engagement metrics, etc.

Led the vision and strategy for global digital brand and retail inclusive of implementing new digital and social strategies, global media strategies and the execution of a new global retail playbook.

• Drove the implementation of a new global digital GTM strategy, utilizing key regional insights, which included building and executing a new digital strategic framework for the global brand journey map and launching a new global social strategy
• Initiated the global digital and retail strategies for Timberlands 50th anniversary inclusive of identifying key global media partners, laying out the framework for global/regional social and elevating the 50th anniversary retail plan
• Implemented the NORA Membership creative intent toolkit into a global format, which was adopted and rolled out within 6 months
• Fostered the vision and development of a new global retail playbook, which is now implemented across all regions

Continued to lead the brand strategies and Marketing campaign executions across the DTC and Wholesale retail landscapes in NA, including the strategy and execution of Visual Merchandising.

• Continued to lead the brand strategies and Marketing campaign executions across the DTC and Wholesale retail landscapes in NA, including the strategy and execution of Visual Merchandising
• Drove the development of all go-to-market initiatives for the NA region and ensured alignment across all business functions (brand, merchandising, sales, planning, ecom, etc.)
• Led a team of 10 to strategize and activate compelling Marketing campaigns within the DTC and Wholesale channels – driving brand consistency in the marketplace and launching campaigns that met both regional and global brand objectives
• Partnered closely with finance and leadership teams to ensure brand and account initiatives are meeting financial targets and investments are aligned with seasonal objectives
• Led strategy of North America energy and collab programs inclusive of partner management, product selection, content development and experiential activations
• Led marketing strategies for timberland.com, delivering a consistent consumer journey across all digital platforms
• Partnered closely with Global Environments team on seasonal updates for Wholesale and DTC stores including the launch of new and flex store openings as well as seasonal floor sets
• Led the team to develop account marketing and SMU initiatives across key accounts (Journeys, Nordstrom, Macys, Foot Inc, Dicks Sporting Goods, Zappos, etc.) while also driving brand consistency across all points of distribution
• Oversaw design, builds and creative development for all Tradeshows, Sales Meetings and Showrooms

Oversee brand strategies and Marketing campaign executions across the Direct to Consumer (Full Price and TFO) and Wholesale retail landscapes in NA.

• Oversee brand strategies and Marketing campaign executions across the Direct to Consumer (Full Price and TFO) and Wholesale retail landscapes in NA
• Work cross-functionally with Global leadership teams ahead of each season to identify key seasonal goals and lead the development of all go-to-market initiatives for the NA region
• Lead team of 7 to strategize and activate compelling Marketing campaigns within the DTC and Wholesale channels – driving brand consistency in the marketplace and launching campaigns that meet both regional and global brand objectives
• Work cross-functionally with product, merchandising, sales and planning teams ahead of each season to align on key Marketing initiatives, driving strategic decision making
• Lead strategy of North America energy and collab programs inclusive of partner management, product selection, content development and experiential activations
• Lead the team to develop account marketing and SMU initiatives across key accounts (Journeys, Nordstrom, Macys, Foot Inc, Dicks Sporting Goods, Zappos, etc.) while also driving brand consistency across all points of distribution

Oversee strategy, development and activation of seasonal Marketing initiatives that support the Timberland Icon business (across DTC and Wholesale) in NA: ~68% of NA business.

• Oversee strategy, development and activation of seasonal Marketing initiatives that support the Timberland Icon business (across DTC and Wholesale) in NA: ~68% of NA business
• Strategic lead for energy programs in NA inclusive of limited release, SMU and collaborative partnerships (25+ programs/year)– covering all points of distribution
• Oversee NA driven collaborations and partnerships, including their global extensions. Partners include: Off-White, BAPE, Supreme, KITH, Don C, NBA, Spongebob, Champion, etc.
• Manage wholesale sneaker team in the development and execution of key account marketing programs (Nationals, Super Regionals, Sneaker Boutiques, etc.)
• Work cross-functionally with product and merchandising teams ahead of seasonal briefs to align on key Marketing initiatives, driving strategic product and merchandising decisions
• Oversee creative concepting and asset development for energy programs in NA, including agency management, photography, activations and PR initiatives
• Challenged and re-developed Go-to-Market strategies with key wholesale accounts driving strong results:
• Key contributor to NA consumer insights team, identifying Youth Culture Consumer target for NA sneaker business – built consumer profiles and led multi-city focus group sessions

Oversaw Marketing activations, across all channels of distribution in North America including National, Department Store, Family, Dot Com, Independent and Outdoor accounts.

• Oversaw Marketing activations, across all channels of distribution in North America including National, Department Store, Family, Dot Com, Independent and Outdoor accounts
• Briefed, managed and co-directed two North America driven photoshoots, delivering custom content for two key accounts (Journeys and Foot Inc.)
• Managed team of 5, working with each team member on strategy, planning and execution
• Launched an elevated in-store brand program at 300+ doors with Foot Inc. – supporting a business that grew from $40MM in 2014 to $82MM in 2016