SAMANTHA LYTLE
Akron
Summary
Marketing and sales professional with 10+ years of experience in program management, retail operations, and campaign execution. Proven ability to launch products, manage digital and in-store marketing assets, and lead cross-functional teams to deliver consistent brand experiences. Recognized for optimizing workflows, meeting critical deadlines, and developing go-to-market strategies that drive measurable business growth.
Overview
12
12
years of professional experience
Work History
Go-To-Market Consultant
KeyBank
01.2026 - Current
- Led operational transformation initiatives across Healthcare Partnerships, including Workfront adoption, marketing intake processes, creative workflows, and cross-functional governance.
- Served as a key connector across Partnerships, Business Development, Marketing, Compliance and GTM to drive alignment, execution, and organizational efficiency.
- Developed scalable partner marketing infrastructure, including landing page templates, disclosure management processes, compliance standards, and partner communication frameworks.
- Established webinar and event playbooks, measurement frameworks, and lead engagement strategies to improve program effectiveness and business outcomes.
- Supported Key for Doctors product launches through marketing, sales enablement, and go-to-market execution.
- Identified and implemented process improvements that increased visibility, reduced rework, strengthened stakeholder communication, and enhanced the team's ability to scale.
- Developed a comprehensive Healthcare Events Playbook and event evaluation framework, establishing a standardized operating procedure for planning, activation, measurement, and follow-up across the healthcare team.
- Managed and tracked marketing and event budgets for Healthcare Partnerships and Business Development initiatives, ensuring visibility into spend and invoice processing.
TSN Program Manager
Goodyear Tire & Rubber Company
03.2025 - 01.2026
- Directed operations and strategic initiatives for a network of 2,000+ independent dealers across North America, aligning program goals with corporate strategy.
- Managed $11M annual program budget, optimizing allocation to maximize impact and support key initiatives.
- Increased dealer enrollment by 10% within six months by streamlining program offerings and executing targeted outreach campaigns.
- Launched digital media campaigns that boosted dealer participation by 3% and generated an 8% ROI.
- Oversaw 15+ external vendors, ensuring contract compliance, service quality, and alignment with program objectives.
- Partnered with senior leadership to develop and execute promotional strategies, managing campaign budgets and creative marketing initiatives.
Assistant Shopper Marketing Manager
Goodyear Tire & Rubber Company
05.2022 - 03.2025
- Led development and execution of Goodyear’s North American shopper marketing program for aligned dealers, engaging consumers across multiple touch points along the purchase journey.
- Optimized a $2M annual marketing budget to maximize ROI and support consumer purchase initiatives.
- Improved campaign performance through data-driven strategies and continuous optimization.
- Delivered integrated promotional campaigns with creative agencies, aligning digital initiatives with in-store POS to ensure consistent messaging.
- Supported national product launches with targeted POS strategies and digital media campaigns that drove sales.
- Managed 8+ vendor relationships, including rebate and incentive providers, ensuring compliance and effective collaboration.
Shopper Marketing Analyst
Goodyear Tire & Rubber Company
12.2020 - 05.2022
- Built and maintained relationships with Canadian consumer rebate vendors, improving customer experience and enhancing marketing campaign support.
- Provided Goodyear leadership with data-driven insights on promotional performance, enabling strategic decisions on actionable insights through KPI improvement.
- Led the development and strategy of the Goodyear tire wall project, driving in-store sales growth and improving the shopping experience.
- Created a North America vendor scorecard process to evaluate and optimize the performance of all marketing programs across Goodyear.
Lead Store Operations
American Eagle Outfitters Inc
09.2019 - 07.2020
- Partnered cross-functionally with marketing, finance, communications, and store experience teams to develop and execute impactful campaigns aligned with business objectives.
- Optimized the floor-set funding process, reducing spend by $1M in Q4 while supporting sales growth and improving budget efficiency.
- Created and implemented Standard Operating Procedures and innovative sales strategies, enhancing customer satisfaction and streamlining store operations.
Marketing and Merchandise Analyst
Big Lots Inc
03.2019 - 09.2019
- Developed, managed, and executed planograms for the Home & Electronics divisions to optimize product placement, enhance visual merchandising, and drive sales performance.
- Supported roll out of Big Lots’ annual promotions, ensuring timely execution aligned with marketing and sales goals.
Merchandising Operations Specialist
Big Lots Inc
08.2017 - 03.2019
- Communicated annual project plans to corporate and field teams and led the company-wide rollout of Reflexis to streamline project management.
- Partnered with marketing to launch sweepstakes and social media campaigns to increase customer engagement.
Internal Sales Analyst
Nationwide Financial
08.2014 - 08.2017
- Delivered exceptional service to brokers and consumers in support of annuity and retirement plans.
- Analyzed market trends to provide strategic guidance for revenue-generating initiatives.
Education
B.S - Marketing
West Liberty University
West Liberty, WV05-2014
Skills
- Sales Enablement
- Shopper Marketing
- Marketing Strategy
- Vendor Management
- Budget Management
- Project Management
- Program Management
- Merchandising
- Operations
SOFTWARE EXPERTISE
- MS Office Suite, Adobe Creative Suite, Canva, Workfront, Jira
Business & Data Analytics Platforms
- SAP, Tableau, Google Analytics, Salesforce, Numerator
Project Management
- Monday, Smartsheet
Timeline
Go-To-Market Consultant
KeyBank
01.2026 - Current
TSN Program Manager
Goodyear Tire & Rubber Company
03.2025 - 01.2026
Assistant Shopper Marketing Manager
Goodyear Tire & Rubber Company
05.2022 - 03.2025
Shopper Marketing Analyst
Goodyear Tire & Rubber Company
12.2020 - 05.2022
Lead Store Operations
American Eagle Outfitters Inc
09.2019 - 07.2020
Marketing and Merchandise Analyst
Big Lots Inc
03.2019 - 09.2019
Merchandising Operations Specialist
Big Lots Inc
08.2017 - 03.2019
Internal Sales Analyst
Nationwide Financial
08.2014 - 08.2017
B.S - Marketing
West Liberty University