Lisa Shol
Minnetonka,MN
Summary
Experienced brand and marketing leader with nearly 20 years of corporate expertise at a Fortune 50 company. Specializes in crafting impactful brand experiences and partnerships that drive awareness, favorability, and acquisition. Approach to modern marketing is rooted in the belief that culture is at the forefront and intersects with partnerships, experiential marketing, content creation, and social media strategies. Known for continuous learning mindset, strategic thinking, collaborative nature, and meticulous attention to detail. Goal is to co-create innovative solutions with both internal and external stakeholders, always keeping the needs of the business and community at the forefront.
Overview
19
19
years of professional experience
Work History
Experiential Marketing Senior Manager
Target Corporation
09.2017 - Current
- Lead strategy and creative execution for brand, style, sports, community impact and licensing experiential work.
- Established monetization strategy for Experiential Marketing with key strategic partners (LEGO, Nintendo, Hasbro, L'Oreal) by pitching best-in-class pitch decks that delivered on shared goals. In 2023, I sold $4.5M in vendor sponsorship packages for our 2023 Holiday activations, the most sold by experiential to date.
- After selling, worked closely with vendor partners to bring their activations to life, ensuring KPI’s and value was met in hopes of securing future sponsorship agreements
- Developed, managed, & executed Target's soccer sponsorships (including MLS, MN United & Youth Soccer) - building a strategy and vision resulting in continuous improvement year after year.
- Ensure flawless, brand right production for events ranging in scale from intimate dinners, to large consumer activations (12,000 stadium attendees), to global events within a variety of venues including Target store parking lots, convention centers, outdoor soccer pitches and football fields, and pop-up shop storefronts.
- Cultivates and nurtures relationships with important brand partners (Disney, Marvel, Lego, Mars, Vineyard Vines) to bring mutually beneficial experiences to life on behalf of both brands.
- Oversees cross functional teams (public relations, social, influencer, marketing, corporate responsibility, media, merch) to lead development of strategic project briefs for external experiential agencies, ensuring briefs include strong, agreed upon objectives, imperatives, and measurement goals across all marketing channels.
- Integrate social media, PR, and influencer strategies within experiential marketing plans to provide platform for multi-channel content gathering and storytelling.
- Act as a trusted and confident presenter sharing strategic and creative experiential plans to stakeholders including Target executives, internal partners (marketing, PR, social, creative, field team members, government affairs) and external partners (Brand partners, nonprofits, influencers, designers).
- Forecast & manages budgets ranging from 100K – 5MM+; identifying efficiencies to come in on or under budget
- Spearhead sustainability efforts across events team; created best practices, which strive for zero waste events (90% or higher diversion from landfills)
Community Impact Jump Seat
Target Corporation
11.2020 - 07.2021
- Worked 20+ hours / week alongside Community and Team Member engagement team, while managing experiential workload.
- Led community listening strategy in LA market to better understand underserved Black communities, interviewing store team members, small business owners, government officials, and non-profits.
- In partnership with local LA team member steering committee, used both interviews and Target guest insights work, to synthesize insights and issues impacting Black communities and team members.
- Developed strategic roadmap to build new non-profit relationships in the market, investing budget dollars to combat identified issues, laddering up to larger REACH initiatives and goals while driving maximum community impact.
Experiential Marketing & Alliances Sr. Specialist
Target Corporation
11.2012 - 09.2017
- Responsible for the execution of regional, national, and international experiences.
- Cultivate relationships and collaborate with key nonprofit partners to ensure event execution represents both brands appropriately and meets dual business objectives; partners include LA Philharmonic, Heart of America, St. Jude Hospital, Feeding America, Points of Light, and Second Harvest Heartland.
- Led strategy and execution of Target’s first ever 10 city pop-up shop tour in support of the SoulCycle x Target launch; relied on merchandising expertise and cross company relationships to manage a complex and expedited product ordering process, resulting in the ability to execute events on time and to brand standards
- Led Peter Pilotto for Target launch event in London, celebrating global design with partners NET-A-PORTER.COM, Peter Pilotto and Christopher De Vos, resulting in brand awareness and PR impressions with global media and influencers.
- Manage communication and logistics for event attendees; results in clear event expectations
- Event experience includes: consumer events, pop-up shops, internal and external meetings, editor previews, sponsorships, & influencer strategies.
Marketing Operations- Packaging Specialist
Target Corporation
05.2010 - 11.2012
- Responsible for managing Target’s Owned Brand Consumables packaging; including project and vendor details, merchant priorities, detailed timing and actions, and budgets.
- Led a cross functional team to kick off projects, discuss priorities, and resolve timing, creative, or budget discrepancies; partners included merchants, packaging engineers, print buyers, copywriters, vendors, test kitchen, and art directors.
- Managed the successful packaging re-launch of both the Boots & Barkley Pets (BBK) and Market Pantry (MP) Brands.
Sr. Merchandise Promotion Specialist- Domestics
Target Corporation
11.2007 - 05.2010
- Led circular planning meetings with senior leaders and creative partners, to plan weekly circular pages
- Balanced Target brand creative with financial considerations (goal $4M sales/page)
- Partnered with marketing to implement promotional projects including catalogs, direct mail, print ads, and television commercials
- Fostered cohesion between Target and Target.com promotions by proactively sharing circular plans allowing for greater consistency across multiple promotional platforms
Sr. Merchandise Coordinator - Domestics
Target Corporation
11.2005 - 11.2007
- Presented competitor circular information to senior management on a monthly basis, analyzing key ad metrics including spacing, frequency, and overall strategy
- Developed monthly sales ranking reports to analyze potential sales opportunities based on item instocks
Education
Graduate Certificate - DEI
ECornell
Online04-2023
Graduate Certificate - Global Business
University of St. Thomas
Saint Paul, MN08-2018
Bachelor of Science - Marketing
St. Cloud State University
St. Cloud, MN05-2005
Skills
Relationships - Building trust across organizations and businesses
Leadership - Emphasizing communication, accountability, and collaboration to inspire teams
Problem Resolution - Embrace complex problems and strive for quick resolution
Organizational Improvement - Find efficiencies and create best practices to streamline future work
Timeline
Community Impact Jump Seat
Target Corporation
11.2020 - 07.2021
Experiential Marketing Senior Manager
Target Corporation
09.2017 - Current
Experiential Marketing & Alliances Sr. Specialist
Target Corporation
11.2012 - 09.2017
Marketing Operations- Packaging Specialist
Target Corporation
05.2010 - 11.2012
Sr. Merchandise Promotion Specialist- Domestics
Target Corporation
11.2007 - 05.2010
Sr. Merchandise Coordinator - Domestics
Target Corporation
11.2005 - 11.2007
Graduate Certificate - DEI
ECornell
Graduate Certificate - Global Business
University of St. Thomas
Bachelor of Science - Marketing
St. Cloud State University
Similar Profiles
Kelly E. JoynerKelly E. Joyner
Consultant at Target CorporationConsultant at Target Corporation
Melissa IaquintaMelissa Iaquinta
Warehouse Worker at Target CorporationWarehouse Worker at Target Corporation
Felicito MonjarasFelicito Monjaras
Closing Team Leader at Target CorporationClosing Team Leader at Target Corporation