Patricia Carollo
Summary
Dynamic and results-driven Channel Marketing and Merchandising Manager with over 20 years of experience in developing and executing comprehensive marketing strategies, co-branded marketing campaigns, in-store and digital merchandising across retail and online channels.
Overview
16
16
years of professional experience
Work History
Channel Marketing Manager - Retail Sales
Fortune Brands Innovation
01.2022 - Current
- Develop and execute comprehensive channel marketing strategies to drive revenue growth through channel partners - Best Buy, Target, The Home Depot, Lowe's, Ace, Walmart.
- Collaborate with retail sales teams to create compelling merchandising displays, point-of-purchase materials, and retail strategies that drive product awareness and conversions.
- Manage end-to-end product launches, coordinating marketing materials, training, and promotional plans
- Work closely with creative and design teams to develop compelling visual merchandising materials for both physical and digital retail environments.
- Conduct regular retail audits to ensure compliance with merchandising standards and optimize in-store product placement.
- Organized impactful trade shows and events with retail partners, raising brand profile within relevant industries.- Best Buy Achievers and HLM, Lowe's and Home Depot Manager Shows
Sr. Retail Marketing Manager
Anker Innovations
05.2022 - 01.2023
- Lead US product launches, marketing tactics and seasonal digital campaign flights for eufy Security to deliver impactful marketing solutions with omni channel marketing and effective results that drive brand growth
- Drive online and offline marketing tactics with US retail media partners, including Walmart, Target, Best Buy, Home Depot and others, leading customers through the purchase funnel
- Strategic expertise with in-store visual merchandising through end caps, category management, point of purchase displays
- Develop and manage a marketing budget, quarterly reconciliation with Ops and Management team
- Optimize product listing contents on main retailer sites
- End-to-end execution of in-store merchandising programs in North America including concept development, budgeting, operations, implementation, and repair and maintenance
- Maintain strong working relationship with cross functional teams include creative, Ops, GTM, Brand
- Conduct competitive audits, examine brand strategy online and instore while collecting best practices across retailers
Retail Merchandising Manager
Edgewell Personal Care
01.2018 - 05.2022
- Strategic Expert in the creation, planning and execution of all retail merchandising displays and IRC strategy across all retail distribution channels for suncare brands
- Increased revenue by 20% during pandemic years
- Create in-line merchandising solutions for retailers
- Liaison between Marketing, Sales and management for in-store and digital display programs including IRC strategy
- Manage outside retail agency with brand teams to create a robust and strategic campaign for each brand/retailer
- Maintain A&P budget and reconcile ROI for each program against KPIs
Retail Merchandising Manager
Philips North America
01.2009 - 01.2018
- Develop multiple retail marketing plans and in-store programs at key retailers -Target, Best Buy, Costco, Walgreens and grocery accounts
- A full360 of the shopper experience online and in-store with shelf signage, end cap displays and digital banners to drive traffic to the store or increase click-throughs and awareness
- Strategic partner with agencies and Loop team to create a full360 campaign for each brand
- Managed A&P budget within each brand and reconcile ROI for key program against KPIs
- Complement each program with on-line and in-store elements
- I.E
- Launch a new Sonicare product with endcap displays at Target and run digital banners with TMN on target.com as well as using Waze or Maxpoint to drive traffic to Target on mobile platform
Education
Bachelor’s Degree - Business Administration minor in Marketing
Berkeley College
Skills
- RETAIL CHANNEL MARKETING
- IN-STORE MERCHANDISING
- PARTNER RELATIONSHIP MANAGEMENT
- VISUAL MERCHANDISING
- PROJECT MANAGEMENT
- LICENSING
- SALES ENABLEMENT
- PRODUCT CONTENT LISTING
- LEAN CERTIFIED
Accomplishments
- Extensive knowledge of retailers for in-store and digital displays (Walmart, Target, Best Buy, Bed Bath, Costco, Sam’s BJ’s, Walgreens, CVS, Lowe’s, The Home Depot)
- Expanded Best Buy Smart Lock category to a full 4ft Yale branded section, with additional awards.
- Grew suncare business from $48M to $115M with in-store display and digital marketing
- Expanded Best Buy personal care business category from 4 SKUS to 14 SKUS at shelf
- Collaborated with Target for Project “Groom” expansion of personal care section
- Grew licensing revenue from $300k to over $3M with new partners and opportunities
Timeline
Sr. Retail Marketing Manager
Anker Innovations
05.2022 - 01.2023
Channel Marketing Manager - Retail Sales
Fortune Brands Innovation
01.2022 - Current
Retail Merchandising Manager
Edgewell Personal Care
01.2018 - 05.2022
Retail Merchandising Manager
Philips North America
01.2009 - 01.2018
Bachelor’s Degree - Business Administration minor in Marketing
Berkeley College
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