PIPER PARSLEY
Glen Ridge
Summary
Innovative Marketing leader with 16+ years of experience delivering exceptional marketing campaigns, content, and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and performance marketing. Detail-oriented, attentive, and decisive leader.
Overview
17
17
years of professional experience
Work History
Sr. Director of Marketing North America
ECCO | Global Footwear Brand
09.2022 - Current
- Responsible for driving the brand identity from our global headquarters to North America
- Successfully opened a pop-up in South Beach, Miami
- Secured ECCO on GMA and ran the project from start to finish
- Opened luxury flagship in SOHO, NYC
- Establishes brand partnerships that introduced the brand to a whole new customer base
- Oversees a team of 8 that runs 360 marketing channels across the US and CA
- Responsible for $10MM budget in US and $6MM budget in CA
- Works with global counterparts daily, including Europe, Asia, Russia and LATAM
- Responsible for planning and placing all advertising in North America including but not limited to, OOH, online, social, print, podcasts, and TV
Vice President of Marketing
E-commerce
09.2021 - 09.2022
- Manages the marketing department with ten direct reports
- Owns multimillion dollar marketing budgets across multiple brands
- Builds 360 marketing plans for each part of the marketing funnel
- From prospecting to retention tactics
- Constantly testing new retention strategies through the use of first-party data
- Owner of brand identity for all brands - final approval on all design and redesign decisions
- Ensures all marketing materials maintain brand equity
- Organizes and plans out all photoshoots
- Owns design and execution of direct mail
- Owner of all marketing and e-commerce calendars
- Created marketing forecast tool that tracks ROAS and MER based on projected KPIs
- Streamlined influencer program to capitalize on maximum exposure for multiple brands
- Works with data scientist teams to segment customer data for more strategic marketing funnel strategies
- Works with Ai teams to test hyper personalization tactics on site to increase conversion rate and improve the overall user experience
- Responsible for the success and performance of all DTC sites (currently four brands)
- Owns B2B plan and KPIs for the Dianthus website
- Responsible for martech stack decision and negotiation process
- Main POC for vendors and agencies
- Manages PR agency and strategy to establish Dianthus as a thought leader in the Ai / Ecommerce industry
Head of Marketing
Appaman
10.2017 - 09.2021
- Managed the marketing department with five direct reports
- Responsible for the success and performance of our ecommerce store appaman.com
- Owned marketing calendar for email and website to ensure cohesive, timely messaging around new product drops, promotions, holiday, campaign initiatives and more
- Constantly looked for ways to improve UX and customer flow onsite
- Established onsite reviews program that has improved conversion rate by 20%
- Managed performance marketing agency to establish competitive goals and assure we’re tracking appropriately
- Oversaw the creation and final decision maker on all creative assets, including our direct mail catalog
- Established relationship with Ziggy Marley and launched collaboration collection for Spring 2021 which turned into an exclusive retail opportunity with Nordstrom
- Launched SMS program and grew list to over 1,000 subscribers in less than three months, resulting in an ROI of over 9,000%
- Responsible for the marketing P&L as it relates to digital, print, social, influencer, etc
- Created yearly marketing plans that include strategies for performance marketing, display acquisition, social, influencer, email marketing and direct mail
- Key leader in re-defining the brand with branding agency, Interbrand
Digital Marketing / Ecommerce Director
Marc Fisher Footwear
12.2013 - 10.2017
- Managed social media agency and approves all content for Marc Fisher and Marc Fisher LTD
- Developed social strategy and manages execution for all owned brands
- Responsible for providing POVs on social media trends and new platforms
- Implemented and tests new social platforms as they relate to each brand
- Created yearly digital marketing plans including: SEM, retargeting, display and social advertising campaigns
- Created branded content calendars for all social platforms – Facebook, Twitter, Instagram, Pinterest, etc
- Managed all social communities of owned brands
- Worked alongside global licensed brands (GUESS, G by GUESS, Tommy Hilfiger, Isaac Mizrahi, Kendall & Kylie, Easy Spirit) to highlight footwear in social media plans
- Liaison between sales team and retailers for social media campaigns for all brands
- Implemented and manages social (Facebook, Twitter, Instagram), search and display ads for owned brands
- Ecommerce
- Managed ecommerce calendar and messaging according to trends, seasons, promotions, etc
- Updated all site content – including homepages, collection pages, categories, lookbooks,etc
- Implemented blogger style lookbook as a tactic to increase time spent on site
- Fluent in Magento ecommerce platform backend
- Merchandised collections according to marketing calendar
- Maintained continuity with updating imagery on website to match branded social content, direct mail pieces, online ads and email blasts
- Managed and deployed all branded email blasts for owned brands
- Developed blogger strategies by brand based on impressions, conversions, following, etc
- Manages affiliate programs – Lyst, RewardStyle, LinkShare, etc
- Analyzed social media and digital ad campaigns according to predetermined KPIs
- Generated bi-weekly reports that provide insights and recommendations on current social and digital programs
- Generated weekly email blasts analytic reports based on click-through, open rate and conversion
Director of Social Marketing and Brand Communications
Venda
12.2011 - 12.2013
- Identified a need to monetize social media to benefit e-commerce platforms
- Created and implemented a menu of social product offerings to generate company and client revenues
- Influenced major change in one client’s company policy through the use of a detailed Sentiment Analysis report, which is part of the Listening Based Marketing suite of social offerings
- Developed an in-depth Listening Based Social Marketing product which was used to close major UK retailer, Mamas & Papas
- Introduced Venda to three third party social companies to further expand the social marketing offeringincluding “Let’s Gift It,” “Extole,” and “Adobe Social”
- Produced posting strategies for several clients including, but not limited to - all six (6) Maggy London brands, The Metropolitan Museum of Art Store, Rocket Dog, Susana Monaco, Abbott Labs
- Created strategic proposals for clients based on acquisition or activation needs
- Developed, launched and monitored Pinterest contests to promote new products for WWRD and Rocket Dog
- Engaged with and developed blogger relationships to help promote social contests
- Proactively kept up-to-date with the latest in social marketing and emerging technology
- Developed a series of “helpful guides” for all clients including, “How to Create a Brand Voice,” “Pinterest 101,” “Google Analytics and Social ROI,” and more
- Consistently updated company blog with beneficial social news and Venda client success stories
- Increased social transactional revenue by 40% through implementing “quick fixes,” i.e
- Social Platform Improvements
Social Strategist
Digital Brand Architects
08.2011 - 12.2011
- Developed social audits for various clients and their competitors
- Created strategy presentations for new business pitches
- Developed Facebook and Twitter messaging for various brands, including The Limited, W Hotels and Kelly
- Wearstler
- Launched Facebook sweepstakes for jewelry collaboration Ranjana Khan for The Limited
- Worked closely with design and fashion bloggers on various client projects including Mercedes-Benz
- Fashion Week and W Hotels
- Reported weekly on social campaign performance using Facebook insights, Buddy Media analytics and
- Various Twitter tools
- Proactively created whitepapers for clients in response to current hot topics and new opportunities within the social space
Community Manager
Facebook
04.2011 - 08.2011
- Developed, and Twitter messaging for White Collar, Covert Affairs, Psych, Royal Pains, Fairly
- Legal, USA Network, Character Arcade, SUITS and Necessary Roughness
- Monitored social platforms daily, i.e
- Facebook, Twitter, Blogs, YouTube to ensure brand love and ensures brand response strategy is aligned
- Reported weekly on social campaign performance using tools such as Facebook insights and various Twitter tools
- Monitored the online social space for hot topics, keywords, and customer sentiment for crisis management and engagement opportunities
- Provided recommendations on innovative, emerging platforms, technologies, and best practices
- Worked with client and strategy team to achieve desired brand persona which is articulated throughout all social platforms
Digital Media Strategist
VML
06.2007 - 04.2011
- Created paid media plans that included search and display for a variety of CPG brands including, but not limited to Colgate-Palmolive, Hill’s Pet Nutrition, Tom’s of Maine, and HERSHEY’S
- Trafficked all display ads through digital display networks such as Double Click
- Provided weekly status reports to clients showing KPI trends and forecasts
- Negotiated pricing with top publishers to ensure client received the most ROI on paid media
- Created competitive analysis to align digital marketing strategy within the vertical(s)
- Presented Global Emerging Media Strategies for Colgate-Palmolive, Hill’s Pet Nutrition, Tom’s of Maine,and HERSHEY’S
- Worked closely with account, creative, and client teams to produce integrated and effective emerging media campaigns
- Created editorial calendars and content to align with the brand voice
- Monitored social platforms daily, i.e
- Facebook, Twitter, Blogs, YouTube to ensure brand love and ensures brand response strategy is aligned
- Reported weekly on social campaign performance using tools such as Facebook insights, Social Radar, SEER, and various Twitter tools
- Created social marketing strategies that align with traditional marketing initiatives and consistent engagement on the various social platforms
- Continuously monitored the online social space for hot topics, keywords, and customer sentiment for crisis management and engagement opportunities
- Provided recommendations on innovative, emerging platforms, technologies, and best practices
- Worked with client to achieve desired brand persona which is articulated throughout all social platforms
Education
Bachelor of Science - Journalism
University of Kansas
Skills
- Cost Management
- Project Management
- Partnership Promotions
- Campaign Planning
- Marketing Campaign Development
- Digital Marketing
- Content Creation
- Brand Positioning
- Email SMS
- Marketing and Advertising
Accomplishments
- Collaborated with team of 12 in the development of the Miami Pop Shop and luxury flagship in Soho, NYC
Timeline
Sr. Director of Marketing North America
ECCO | Global Footwear Brand
09.2022 - Current
Vice President of Marketing
E-commerce
09.2021 - 09.2022
Head of Marketing
Appaman
10.2017 - 09.2021
Digital Marketing / Ecommerce Director
Marc Fisher Footwear
12.2013 - 10.2017
Director of Social Marketing and Brand Communications
Venda
12.2011 - 12.2013
Social Strategist
Digital Brand Architects
08.2011 - 12.2011
Community Manager
Facebook
04.2011 - 08.2011
Digital Media Strategist
VML
06.2007 - 04.2011
Bachelor of Science - Journalism
University of Kansas
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