MANDY DANGERFIELD
Granville,OH
Summary
Dynamic marketing leader with extensive experience at Bath & Body Works, specializing in creative direction and strategic planning.
Overview
21
21
years of professional experience
Work History
AVP, GLOBAL OMNI CREATIVE MARKETING
Bath & Body Works
01.2023 - Current
- Directed all marketing and merchandising deliverables from Creative team, ensuring alignment with strategic vision.
- Led a high-performing team of creatives, including graphic designers and external agencies, to produce superior deliverables.
- Collaborated with CMO to implement cohesive marketing strategies that enhanced brand consistency across divisions.
- Provided strategic input on major divisional initiatives, advancing Bath & Body Works mission.
- Fostered culture of creativity and innovation, driving collaboration that resulted in impactful marketing initiatives.
- Oversaw cross-functional teams to enhance customer experiences and strengthen brand loyalty.
- Analyzed consumer behavior and feedback to drive innovation in product offerings.
- Managed marketing campaign budgets, ensuring alignment of expenditures with financial objectives to maximize resource allocation.
CREATIVE DIRECTOR, OMNI CREATIVE
Bath & Body Works
Columbus , Ohio
03.2016 - 01.2023
- Presented creative strategies to executive leadership, aligning vision with business goals to drive actionable initiatives.
- Oversaw creative team, producing compelling marketing materials and digital content that elevated brand presence.
- Collaborated with cross-functional teams to enhance brand storytelling and visual identity.
- Led brainstorming sessions to generate fresh ideas for product launches and campaigns.
- Directed design processes, aligning brand guidelines with customer experience to enhance overall satisfaction.
- Conducted market research to identify trends influencing consumer preferences in beauty products.
- Directed photo shoots with external vendors to ensure quality standards were met.
SENIOR MANAGER, CREATIVE
Bath & Body Works
COLUMBUS, OH
05.2014 - 03.2016
- Developed visual merchandising strategies that elevated product presentation and boosted customer engagement.
- Implemented innovative design concepts for window displays that enhanced brand visibility and appeal.
- Analyzed customer behavior data to optimize display layouts, resulting in increased foot traffic and sales.
- Collaborated with marketing teams to ensure alignment of displays with promotional campaigns.
- Trained and mentored team members on visual merchandising best practices and standards.
- Conducted regular audits to uphold high visual merchandising standards across multiple locations.
- Established vendor relationships to source unique props and materials for projects.
- Managed budgets for materials used in creating impactful visual displays.
SENIOR VISUAL MANAGER
VICTORIA SECRET
New York , NY
05.2012 - 04.2014
- Managed visual merchandising communications across platforms, ensuring brand consistency for Beauty brand.
- Executed floorsets, aligning with brand communication strategies and enhancing customer engagement.
- Collaborated with internal marketing team to ensure cohesive execution of strategic goals across all floorsets.
- Delivered innovative solutions consistent with strategic briefs and objectives.
- Conducted regular walk-throughs to ensure compliance with visual merchandising standards.
DIRECTOR, GLOBAL VISUAL MERCHANDISING
L’Oréal USA, Kiehl’s Since 1851, Giorgio Armani, Shu Uemura
01.2011 - 05.2012
- Established and implemented the Kiehl’s global brand visual direction for 800+ domestic and international brick and mortar, department store and travel retail locations.
- Maintained Kiehl’s apothecary heritage and NYC East Village vibe in store environments through compelling visual installations and merchandising fixtures, enhancing brand identity.
- Continually raised the bar to maintain consistency and the high level of creativity and ingenuity expected from the Kiehl’s brand.
- Created dynamic, immersive, and interactive experiences that attracted a new Gen-Z customer base while refreshing the Kiehl’s experience for existing customers.
- Strategize with cross-functional creative and marketing partners on new product launches as they pertain to each country.
- Lead relationships with the heads of each global zone, responding to their specific needs and developing new strategies based on location.
- Develop product launch directives, communicating the direction on product animation displays and propping for all locations.
- Developed educational materials, including product launch directives, a merchandising best practices guide, propping document, and training video, to effectively communicate brand guidelines and standards.
MANAGER, GLOBAL VISUAL MERCHANDISING
L’Oréal USA, Kiehl’s Since 1851, Giorgio Armani, Shu Uemura
03.2009 - 01.2011
- Developed and implemented visual merchandising strategies to enhance product presentation across all locations.
- Coordinated marketing initiatives to visually reinforce brand values, creating engaging customer experiences.
- Executed marketing campaigns aligned with brand messaging, enhancing customer understanding of key messages.
VISUAL PROJECT MANAGER
LVMH, Tag Heuer
New York, New York
10.2006 - 03.2009
- Managed visual communication for 1,200+ accounts nationwide, enhancing brand visibility and client engagement.
- Designed and presented creative shop-in-shop proposals to new clients, ensuring seamless installation of boutique experiences that aligned with brand standards.
- Oversaw print and production from conception to completion, collaborating with vendors to implement innovative distribution methods that improved project delivery.
- Developed and maintained comprehensive project plans, timelines, and budgets.
- Simultaneously managed multiple projects with competing deadlines.
- Oversaw risk management strategies to address potential project challenges.
- Partnered with PR team and leadership to execute unique celebrity-endorsed experiences at editorial events.
VISUAL MERCHANDISING
Bath & Body Works
Columbus, Ohio
09.2004 - 09.2006
- Developed innovative window presentations that boosted customer engagement and improved brand visibility.
- Collaborated with Visual Director and merchants to design merchandising displays that increased customer interaction.
- Oversaw creation and production of monthly floor sets, ensuring alignment across over 1800 doors.
Education
BACHELOR OF ARTS -
The Ohio State University
Columbus, OHGraphic Design -
Parsons School of Design
New YorkSkills
- Creative direction
- Strategic planning
- Market research
- Consumer behavior analysis
- Brand narrative development
- Content creation
- Photo art direction
- Team leadership and development
- Influencing and negotiation
- Problem solving
- Visual Merchandising
Timeline
AVP, GLOBAL OMNI CREATIVE MARKETING
Bath & Body Works
01.2023 - Current
CREATIVE DIRECTOR, OMNI CREATIVE
Bath & Body Works
03.2016 - 01.2023
SENIOR MANAGER, CREATIVE
Bath & Body Works
05.2014 - 03.2016
SENIOR VISUAL MANAGER
VICTORIA SECRET
05.2012 - 04.2014
DIRECTOR, GLOBAL VISUAL MERCHANDISING
L’Oréal USA, Kiehl’s Since 1851, Giorgio Armani, Shu Uemura
01.2011 - 05.2012
MANAGER, GLOBAL VISUAL MERCHANDISING
L’Oréal USA, Kiehl’s Since 1851, Giorgio Armani, Shu Uemura
03.2009 - 01.2011
VISUAL PROJECT MANAGER
LVMH, Tag Heuer
10.2006 - 03.2009
VISUAL MERCHANDISING
Bath & Body Works
09.2004 - 09.2006
BACHELOR OF ARTS -
The Ohio State University
Graphic Design -
Parsons School of Design