TANYA THORSON
Mequon ,WI
Summary
Tanya is a strategic marketing and product executive with over two decades of experience driving sustainable growth in B2B and B2C sectors. She excels in developing and executing marketing strategies that align with business goals. Tanya's track record includes successful product expansions and the introduction of new categories, resulting in incremental profits. She has led cross-functional teams to optimize product portfolios, drive new customer acquisition, and manage P&L, significantly increasing revenue and market penetration. Her deep understanding and experience in B2C make her an excellent asset in transforming the B2B buyer journey to align with modern consumer expectations. Additionally, she is a remarkable leader, mentor, and collaborator, fostering a culture of inclusivity and no egos.
Overview
18
18
years of professional experience
Work History
Vice President - Head of Global Marketing
Network Perception
12.2021 - 06.2024
- Executed targeted marketing plans per industry/persona, acquiring +16% new customers and increasing revenue by $1M.
- Reduced sales cycle by -70%, boosted win rate by +50%, and increased new logos by +16%.
- Led cross-functional teams to launch three new products, contributing to 20% increase in market share.
- Increased sales pipeline contribution from 25% Q1/Q2 '23 to 55%, Q3/Q4 '23, achieving 85% YTD '24.
- Coordinated three monthly events with Product Marketing and Sales, boosting lead generation by 30%.
- Positioned brand with 360° omnichannel approach, increasing visibility by 60% and driving website traffic +45% across multiple channels.
- SEO: Secured #1 ranking on three keywords within four months, boosting organic traffic +30%.
- Conducted competitive analysis and research to inform marketing strategies and enhance value proposition.
- Aligned key metrics with company goals, enhancing marketing efficiency by 15% and saving $100,000 annually.
- Led consulting initiatives to align marketing strategies with overall business objectives.
Merchandise Consultant
Belardi Wong
08.2021 - 12.2021
- Provided Merchandise and Product Insights: Leveraged merchandising expertise to create efficiencies, resulting in streamlined processes and improved product positioning.
- Engaged with Existing Customers: Successfully collaborated with clients, offering actionable insights to enhance their product assortment, pricing strategies, layout, and overall market positioning.
- Enhanced Client Assortment Strategies: Delivered strategic recommendations that improved product assortments, leading to increased sales and better customer satisfaction.
Vice President Marketing & Merchandise: E-Commerce
Fair Indigo
01.2019 - 10.2020
- Spearheaded the marketing, merchandising, and development of a premium, sustainable apparel brand.
- Managed comprehensive digital marketing strategies across paid search, social, email, display, remarketing, and SEO.
- Achieved +24% revenue increase and +15% average order value increase through optimized cross-sell programs.
- Enhanced customer experience and improved problem-solving skills through data driven insights.
VP Brand Marketing & New Business Development:
Muk Luks
08.2016 - 10.2018
- Crafted and executed integrated marketing strategies, significantly boosting brand equity and customer acquisition.
- Drove 35% surge in consumer awareness, engagement, and purchase behaviors through enhanced digital presence.
- Developed value proposition that resonated with target markets, informed by thorough competitive analysis and research.
GMM - Women's E-commerce | Wholesale
Jockey International, Inc
02.2014 - 06.2016
- Led team driving 20% top-line growth with 25% SKU reduction by analyzing market trends and identifying new business opportunities.
- Rebuilt and re-branded active wear, resulting in 40% sales increase.
- Developed and implemented loyalty programs to enhance customer retention and repeat purchase rates.
Sr. Director New Business Development: TARGET Acct
Jockey International, Inc
02.2012 - 02.2014
- Launched and created the private label brand "JKY by Jockey" in all Target stores and online, developing the brand's architecture and market position, and driving a 25% increase in productivity per linear foot over budget.
- Championed and executed a comprehensive go-to-market and brand strategy with the Target team across multiple channels, including website, email, advertising, and social media, resulting in new customer acquisition and incremental department volume growth.
Sr. Merchandise Manager-Jackets/Outerwear: Direct
Chico's FAS
05.2010 - 02.2012
- Managed a $140M annual, SKU-intensive department, maintaining strong productivity and profit in a down-trending market by improving style/SKU management and establishing best practices through data analysis and trend projections.
- Cultivated new product opportunities for the Chico's Jacket assortment, an iconic line and key volume driver, enhancing market presence and driving substantial growth.
Sr. Merchandise Manager-Knits: Direct | E-Commerce
Justice Tween Brands
05.2006 - 12.2009
- Managed a $140M annual, SKU-intensive department, maintaining productivity and profit in a down-trending market by improving style/SKU management and establishing best practices through data analysis.
- Cultivated new product opportunities for the Chico's Jacket assortment, enhancing market presence and driving substantial growth for this iconic line and key volume driver.
Education
Bachelor of Arts - Sociology
University of Wisconsin - Madison
12.1993
Skills
- Thought Leader
- Digital Marketing
- Go-to-Market Strategy
- Consumer Experience Optimization
- Demand & Lead Generation
- P&L Accountability
Affiliations
- Member Women in CyberSecurity (WiCyS): Feb 2023 - Present
- Member The Outlier Project: Jan 2021 - Present
- Volunteer University of Wisconsin-Madison School of Human Ecology: Aug 2019 - Present
Timeline
Vice President - Head of Global Marketing
Network Perception
12.2021 - 06.2024
Merchandise Consultant
Belardi Wong
08.2021 - 12.2021
Vice President Marketing & Merchandise: E-Commerce
Fair Indigo
01.2019 - 10.2020
VP Brand Marketing & New Business Development:
Muk Luks
08.2016 - 10.2018
GMM - Women's E-commerce | Wholesale
Jockey International, Inc
02.2014 - 06.2016
Sr. Director New Business Development: TARGET Acct
Jockey International, Inc
02.2012 - 02.2014
Sr. Merchandise Manager-Jackets/Outerwear: Direct
Chico's FAS
05.2010 - 02.2012
Sr. Merchandise Manager-Knits: Direct | E-Commerce
Justice Tween Brands
05.2006 - 12.2009
Bachelor of Arts - Sociology
University of Wisconsin - Madison
Similar Profiles
Brian DudeyBrian Dudey
Front End Developer at Network PerceptionFront End Developer at Network Perception
TANYA THORSONTANYA THORSON
Vice President - Head of Global Marketing at Network PerceptionVice President - Head of Global Marketing at Network Perception
Zack St GeorgeZack St George
Head of Channel Sales, NA at Perception PointHead of Channel Sales, NA at Perception Point