Nicolette Ferlaino
Mooresville,North Carolina
Summary
Results-driven professional with a strong background in pricing, promotions, and merchandising. Demonstrates exceptional leadership skills and the ability to solve complex problems effectively. Utilizes independent decision-making skills and sound judgment to drive positive outcomes and contribute to the overall success of the company. Seeking new opportunities that provide professional challenges to further enhance and optimize professional development.
Overview
10
10
years of professional experience
Work History
Promotional Strategy Senior Manager
Lowe’s Home Improvement
2022.07 - Current
- Lead large cross-functional Promotional teams: Promotional Execution Team, Promotional Planning Team, and Promotional Strategy Team
- Achieved operational excellence by streamlining processes and implementing best practices for promotional strategy, planning, and execution
- Managed large-scale projects and introduced new systems, tools, and processes to achieve challenging objectives. Including My Lowe's Rewards promotional strategy, rollout, and execution
- Demonstrated exceptional adaptability in navigating complex situations or rapidly changing environments with ease
- Provided strong leadership to enhance team productivity and morale
- Working closely with cross-functional partners on Promotional Reinvent Project to develop new systems and processes
- Regularly presents T-1 and Marketing Event promotional strategy and Top Promotions to executive leadership
- Developed, implemented, and communicated new processes across all key-stakeholders as well as standing up and training newly formed team
- Work closely with Flex team to align in-store flex strategy with promotional plan for T-1 events
Promotional Integration Marketing Manager
Lowe’s Home Improvement
2020.11 - 2022.07
- Leading Promotional Integration team to develop highly effective promotional placement across channels and campaigns that are consistent with go-to-market objectives and focus categories
- Managing cross functional relationships to drive alignment on planning and execution timelines and processes
- Overseeing placement of appropriate promotions into all owned and paid marketing channels
- Working cross functionally with tab team and Brand Marketing to execute customer facing promotional details including copy, pricing, and legal disclaimers
- Responsible for development of catalogue allocations using historical performance data, role of category data, competitive analysis, and category Indexing data.
- Working with Brand Marketers to understand go-to-market intent across strategic marketing pillars and campaigns
- Maintained documentation, detailing assignments, in-progress work and completed project milestones.
Promotional Planning Sr. Analyst
Lowe’s Home Improvement
2017.12 - 2020.11
- Managed enterprise promotions such including company wide rebates and sweepstakes
- Responsible for Prioritizing promotions to determine owned media support on a weekly basis
- Tracked and reported weekly competitive standpoint to leadership
- Creating the best promotional strategies for Lawn and Garden by focusing on the needs of each Sub-division and product group individually and by selecting high sales and margin dollar promotional offers
- Planning traffic driving, competitive promotions during peak seasons and key holiday events
- Analyzing past promotions using Dart and Post Tab reporting and forecasting future promotions using historical data and item elasticity data
- Managing relationship with merchandising to create a marketing and promotional strategy for Lawn & Garden that increases sales, is highly competitive, and drives store traffic
Online Category Merchandiser
Lowe’s Home Improvement
2016.07 - 2017.12
- Managed online business for Seasonal categories
- Reviewing online sales vs In-store sales using Dart, Adobe Site Cat, VI Dashboard, Daily Dashboard, and Executive Dashboard
- Determine sales forecasts, Monitoring online penetration, traffic, and conversion
- Managed Holiday shopping experience online by creating new pages and optimizing existing pages to enhance shopping experience, increase Google search ranking, and increase sales
- Implemented A/B testing initiatives to optimize web content layout, driving higher engagement metrics across all devices
- Developed compelling product descriptions that highlighted key features and benefits, leading to increased click-through rates and sales conversions
- Analyzed website traffic data to identify opportunities for improving site navigation and user experience
- Monitored customer reviews and feedback to identify areas for improvement in both products and service delivery
Online Store Coordinator
The J.M. Smucker Company
2015.01 - 2016.06
- Collaborated with manager to develop effective sales strategies and achieve revenue goals
- Maintained a visually appealing online store environment
- Tracking online shopper activity and sales trends while managing inventory
- Ran and reported on daily sales and opportunities
Education
Bachelor of Business Administration - Marketing
The University of Akron
2015
Skills
- Cross-Functional Collaboration
- Strategic Planning
- Troubleshooting and problem resolution
- Team Leadership
- Process Improvement
- Problem-solving abilities
- Task Prioritization
- Analytical Thinking
- Managing Operations and Efficiency
Timeline
Promotional Strategy Senior Manager
Lowe’s Home Improvement
2022.07 - Current
Promotional Integration Marketing Manager
Lowe’s Home Improvement
2020.11 - 2022.07
Promotional Planning Sr. Analyst
Lowe’s Home Improvement
2017.12 - 2020.11
Online Category Merchandiser
Lowe’s Home Improvement
2016.07 - 2017.12
Online Store Coordinator
The J.M. Smucker Company
2015.01 - 2016.06
Bachelor of Business Administration - Marketing
The University of Akron
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