Marissa Barlin
Miami,FL
Summary
Dynamic senior marketing leader with a proven track record in brand marketing and advertising within the fashion and retail sectors. Expertise in crafting innovative strategies that drive sales conversion, enhance brand awareness, and boost customer engagement. Skilled in achieving company objectives through structured practices while thriving in high-pressure environments and adapting to evolving challenges to elevate organizational brands. Committed to leveraging industry insights to foster growth and create impactful marketing initiatives.
Overview
26
26
years of professional experience
Work History
Director, Consumer Marketing
COTTON INCORPORATED – THE FABRIC OF OUR LIVES
NEW YORK, NY
01.2006 - Current
- Lead national brand’s consumer marketing activities to drive sales of cotton and effectively create brand loyalty to cotton, “The Fabric of Our Lives”. On-board retail and brand partners including, but not limited to, Aeropostale, Amazon, Good American, Intermix, LoveShackFancy, Lucky Brand, REVOLVE, Saks Fifth Avenue, and Victoria’s Secret to create co-branded go to market strategies.
- Develop and execute innovative national retail programs resulting in a 26% ROI and 550 million impressions in 2024.
- Lead cross-functional teams to launch integrated marketing campaigns at point-of-sale including digital, social, influencer, brick-and-mortar and IRL experiences. Responsible for leading the world’s first 24-hour runway show, resulting in 1.27MM live stream views, a Guinness World Record, and “trending” status on X with a 50% increase in follower growth.
- Partner with internal research team to determine brand messaging as well as to stay ahead of consumer behavior and industry trends, helping to differentiate cotton from its competitors.
- Develop and implement social media campaigns, leveraging Instagram, Facebook, TikTok and Pinterest resulting in an 88% increase in follower growth.
- Manage successful influencer and celebrity-driven marketing campaigns, with over 70 in participating talent within a year, to increase brand visibility by 14% and generate a 26% lift in online sales.
- Establish data-driven plans to report brand performance metrics to senior leadership and to Board of Directors which inform decisions on budget and marketing strategy.
- Successfully manage annual marketing budget for brand initiatives of $6MM ensuring efficient use of funds and identifying optimization opportunities.
Account Manager
ARNOLD ADVERTISING
NEW YORK, NY
01.2004 - 01.2006
- Managed all aspects of GlaxoSmithKline’s $70MM product launch.
- Acted as primary day-to-day client contact and managed internal cross functional teams.
- Conducted comprehensive industry analysis and identified key insights to present to client.
- Identified target audience and developed brand positioning.
- Coordinated primary market research through focus groups and developed marketing strategies based on findings.
- Managed annual marketing budget.
Wholesale Account Manager
ESPRIT
NEW YORK, NY
01.2003 - 01.2004
- Managed wholesale accounts for US market retail re-launch.
- Term time
Assistant Buyer, Burdines Division
MACY’S INC.
MIAMI, FL
01.2000 - 01.2003
- Responsible for the buying and merchandising strategies of multi-million-dollar sales volume department.
Education
Master in Business Administration - Marketing
PACE UNIVERSITY
NEW YORK, NYBachelor in Business Administration - Marketing
FLORIDA INTERNATIONAL UNIVERSITY
MIAMI, FLSkills
- Brand Strategy
- Digital Marketing (SEO/SEM, Email Marketing)
- Social Media Management
- Influencer Marketing
- Market Research & Trend Analysis
- Content Creation & Copywriting
- Experience/Event Planning & Execution
- Team management
- Verbal and written communication
- Budget management
- Business development
- Partnerships and alliances
- Contract management
- Data analysis
Timeline
Director, Consumer Marketing
COTTON INCORPORATED – THE FABRIC OF OUR LIVES
01.2006 - Current
Account Manager
ARNOLD ADVERTISING
01.2004 - 01.2006
Wholesale Account Manager
ESPRIT
01.2003 - 01.2004
Assistant Buyer, Burdines Division
MACY’S INC.
01.2000 - 01.2003
Master in Business Administration - Marketing
PACE UNIVERSITY
Bachelor in Business Administration - Marketing
FLORIDA INTERNATIONAL UNIVERSITY