Lauren-Wheeler Dewhirst
Oakland,CA
Summary
Highly creative Merchandising & Marketing Manager with expertise in developing and executing marketing and social strategies into desired results. Leads teams in developing profitable campaigns. Marketing metrics knowledge and collaborative skills supports achievement of targeted outcomes.
Overview
7
7
years of professional experience
Work History
Brand Marketing Manager
Collective Voice
07.2023 - Current
- Increased brand awareness by developing and executing targeted marketing campaigns.
- Enhanced customer engagement through the creation of compelling digital content for various platforms.
- Managed strategic partnerships with key influencers, resulting in increased reach and visibility for the brand.
- Collaborated with cross-functional teams to ensure consistent brand messaging across all touchpoints.
- Analyzed market trends and competitor activities to inform data-driven marketing strategies.
- Developed creative briefs for internal and external agencies, ensuring alignment with overall brand objectives.
- Organized successful promotional events that attracted new customers and generated positive media coverage for the brand.
- Conducted consumer research to gain insights into target audiences'' preferences and motivations, informing future campaigns and product development efforts.
- Optimized social media presence by curating share-worthy content that resonated with followers and encouraged brand loyalty.
- Created and managed social media campaigns to increase brand engagement.
- Conducted market research to identify new opportunities and target markets.
- Devised content strategy to effectively engage target audiences.
- Coordinated with design and media teams to develop high-quality creative assets.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
Global Merchandise Manager
ShopStyle
09.2022 - 07.2023
- Boosted sales performance by effectively managing merchandise assortments and inventory levels.
- Streamlined the buying process for increased efficiency and profitability with strategic vendor negotiations.
- Maximized gross margin dollars through optimal assortment planning and cost management.
- Enhanced visual presentation of products, driving customer engagement and boosting sales conversion rates.
- Implemented innovative merchandising strategies that resulted in improved website experience and drove retailer performance.
- Analyzed sales data to identify trends, gauge product performance, and inform future purchasing decisions.
- Managed high-performing team members, providing ongoing coaching and development opportunities for career advancement.
- Enhanced user experience with intuitive site navigation, compelling product descriptions, and visually appealing design elements.
- Collaborated with cross-functional teams to develop and launch new products, meeting market demands.
- Analyzed sales trends, identifying opportunities for growth and proactively addressing underperforming categories or products.
- Oversaw the creation of high-quality visual assets for use across digital platforms, enhancing brand identity and consumer engagement.
- Spearheaded affiliate marketing program, cultivating partnerships with industry influencers to expand brand reach and generate additional revenue streams.
- Leveraged Google Analytics and AB testing to monitor effectiveness of online marketing strategies, website content and user experience.
- Boosted online sales by implementing targeted marketing campaigns and optimizing website content.
International Associate Merchandiser
ShopStyle
07.2021 - 09.2022
- Increased sales revenue by effectively analyzing market trends and implementing strategic merchandising plans.
- Enhanced product assortment by collaborating with cross-functional teams to develop unique and innovative products.
- Contributed to the development of seasonal merchandise plans that aligned with company objectives, maximizing sales opportunities during peak periods.
- Supported the training of junior team members as an experienced mentor, providing guidance on best practices in merchandising techniques and strategy development.
- Enhanced visual presentation of products, driving customer engagement and boosting sales conversion rates.
- Implemented innovative merchandising strategies by locale (US, CA, UK & AU) and collaborated with marketing department to develop cohesive branding strategies across all merchandising efforts.
- Monitored competitor activities to stay current on industry developments and adjust merchandising tactics as needed.
- Forecasted retailer performance by locale and partnered with cross-functional teams to drive CPA rates
- Generated reports on purchasing activities to support management decisions.
Merchant, Furniture
Restoration Hardware
11.2020 - 07.2021
- Develop, merchandise and manage furniture collections for Baby & Child and Teen
- Manage collection assortment from concept to live working with cross functional partners including: vendors, product development, planning, ops and site
- Set up and maintenance of all SKU's including price changes
- Manage POs to and from vendors as well as coordinate samples for all collections
- Manage pre-production by managing assortment, sku set up, samples and eventual collection launch
- This involves working with testing, packaging QA
- Correspond with functional teams to resolve difficult issues on product quality and customer service needs.
Assistant Merchandising Manager
Shutterfly
10.2018 - 11.2020
- Develop, merchandise and manage cards & stationery collections including: Holiday, Wedding and Seasonal occasions
- Develop, publish, merchandise and manage Kid's Story Books including: Partner titles, Licensed titles and internal titles
- Develop Photo books migration to new platforms and collections through design, analytics, content, marketing and catalogue
- Analyze sales data, create weekly/quarterly reports, manage and proof all samples and complete seasonal competitive trend analysis to determine collection needs from a design and merchandising perspective
- Partner with senior merchants and cross-functional teams (creative, photo, marketing, site and content) to develop collections and execute cross-sell strategy for site and mobile
- Partner with cross-functional teams (design, legal, accounting, publishing, content, marketing, site creative) to develop manuscripts and illustrations for internal and external Story Books
- Coordinate and manage all merchandising needs for photoshoots, marketing picks and site heros to drive revenue
- Execute cards & stationery R&D, competitive trend analysis and designer collection briefs to help build and shape the Shutterfly assortment
- Cultivate relationships with all internal and external designers for consistent partnership on new collections and seasonal refreshes.
Visual Manager
Pottery Barn
10.2017 - 10.2018
- Cultivate a high level of development and accountability in-stores for creating a visual experience for the customer that is inspiring, dynamic and unique
- Partner with corporate and district leaders to plan, determine priorities and execute creative vision on a store and district platform
- Develop market/environment specific strategies for both retail and visual merchandising operations and develop long and short term objectives
- Plan, map, develop and execute visual presentations to increase sales through visual impact
- Hire and develop the visual merchandising team in-store and district
- Partner with the Corporate Visual team, merchants and buyers to execute seasonal floor sets at mock stores for global and catalogue
- Analyze & develop merchandising strategies for stores, district and catalogue.
Education
BA Business Administration -
University of Providence
Great Falls, MT12.2013
Skills
- Marketing Analytics
- E-commerce Optimization
- Positioning (Marketing)
- Creative Direction
- Product Launches
- Competitive Analysis
- Social Media Strategy
- Trend Forecasting
- Campaign Management
Program Skills
- Salesforce
- Microsoft Office (Excel, Outlook, Word & PowerPoint)
- Illustrator
- InDesign
- Photoshop
Timeline
Brand Marketing Manager
Collective Voice
07.2023 - Current
Global Merchandise Manager
ShopStyle
09.2022 - 07.2023
International Associate Merchandiser
ShopStyle
07.2021 - 09.2022
Merchant, Furniture
Restoration Hardware
11.2020 - 07.2021
Assistant Merchandising Manager
Shutterfly
10.2018 - 11.2020
Visual Manager
Pottery Barn
10.2017 - 10.2018
BA Business Administration -
University of Providence
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