Susan Harvey
Chicago,IL
Summary
Strategic marketing professional with expertise in eCommerce management, A/B testing, data-driven decisionmaking, and omnichannel campaign execution. Adept at balancing analytics with creative storytelling to drive engagement, sales, and brand growth. Proven ability to execute large-scale marketing initiatives, optimize digital experiences, and collaborate with global teams to enhance performance.
Overview
13
13
years of professional experience
Work History
Marketing Manager - National Campaigns & Brand Activations
Follett Higher Education
Westchester, IL
03.2021 - 12.2024
- Led integrated marketing and branding strategies for Virtual, Canada, and HBCU markets, with a focus on Apple marketing initiatives, digital and retail campaign execution, and data-driven decision-making
- Developed and optimized omnichannel strategies to enhance brand engagement and sales performance across 800+ campus stores
- Generated a $12M ROI from three Apple Appreciation events by executing highly targeted omnichannel campaigns, leveraging social, email, paid media, and in-store activations
- Led high-level strategic discussions with executive leadership to align marketing efforts with business objectives and Apple's branding standards
- Developed the Apple Brand landing page strategy, aligning with competitive retailers and increasing traffic by 2%
- Implemented A/B testing and performance tracking to optimize landing pages and onsite placements, ensuring continued authenticity in each campaign
- Increased HBCU sales by 20% through the launch of the Black-Owned Brands program, fostering deeper campus engagement and brand affinity
- Enhanced customer engagement by 142% for the HBCU Divine 9 Greek campaign in 2023 by leveraging personalized digital marketing strategies, influencer partnerships, and retargeting ads
- Developed and implemented an SEO-optimized content marketing strategy for Dorm to Campus Living, aligning with major retailers and successfully reaching a $2M sales target
- Created a comprehensive digital advertising plan, integrating PPC, paid social media, influencer collaborations, and in-store promotions to launch Elevate U Beauty and exceed sales targets by 8%
- Led data reporting and performance analysis, using Adobe Analytics, Google Analytics, and Excel to track engagement, conversions, and onsite effectiveness
Category Manager
Follett School Solutions
Woodridge, IL
10.2018 - 10.2020
- Oversaw strategic category management and content curation for seasonal campaigns, focusing on audience segmentation, product lifecycle optimization, marketing strategies, and sales performance analysis
- Developed and launched 20 custom book titles, with four ranking in the top 10 in total sales
- Led data-driven initiatives to boost sports category sales by 40%, leveraging competitive analysis and targeted promotions
- Applied predictive analytics and A/B testing to optimize product placement and drive a 7% increase in gaming sales
- Managed vendor negotiations and global partnerships to ensure high-margin product assortments
Store Manager
Follett Higher Education
Oceanside, CA
10.2011 - 10.2018
- Managed all aspects of store operations, marketing activations, and financial performance while fostering relationships with campus stakeholders to drive engagement
- Developed campus outreach programs that resulted in an $80K sales increase during peak enrollment
- Spearheaded marketing events that boosted instructor orders by 50% year-over-year
- Led and trained a team of up to 30 employees during peak seasons, ensuring operational efficiency and a seamless customer experience
Education
Bachelor of Arts - Communication Studies
California State University
Skills
- Coaching & Developing
- Cross-Functional Collaboration
- Customer Journey Optimization
- Data-Driven Decision Making
- Executive & C-Suite Presentations
- Brand Positioning & Storytelling
- Consumer & Market Insights
- ECommerce Management & Strategy
- Omnichannel Campaign Execution
- Product Marketing & Positioning
- Budgeting & ROI Optimization
- Consumer Insights & Research
- KPI Analysis & Performance Review
- Problem Solving & Innovation
- Project Management Tools
Accomplishments
- Apple subject matter expert and marketing strategist for a $100M brand within Follett, driving innovative campaigns and exceptional results.
- Initiated the Black-Owned Brands program, strengthening engagement with HBCUs and driving a 20% increase in HBCU sales while maintaining positive EBITDA.
- Reinvigorated the branding of Dorm to Campus Living, streamlining the marketing process to align with major retailers for enhanced Gen Z visibility, successfully achieving the $2M sales goal for 2024.
Tech Stack And Tools
- Adobe Analytics
- Google Analytics
- Meta Business Suite
- Adobe Workfront
- Wrike
- Microsoft SharePoint
- Microsoft Office Suite
- Adobe Creative Suite
- Canva
- Salesforce Marketing Cloud
- HubSpot
- WordPress
- Squarespace
Timeline
Marketing Manager - National Campaigns & Brand Activations
Follett Higher Education
03.2021 - 12.2024
Category Manager
Follett School Solutions
10.2018 - 10.2020
Store Manager
Follett Higher Education
10.2011 - 10.2018
Bachelor of Arts - Communication Studies
California State University
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