TANYA THORSON
Mequon,WI
Summary
As a seasoned consumer marketing and product executive experienced in both B2C and B2B environments, I specialize in driving growth and building brand value across diverse channels. My role involves developing and executing comprehensive marketing strategies, overseeing the entire customer journey with an omnichannel approach, collaborating with Sales and Customer Success, and leveraging data-driven leadership to achieve company objectives.
Overview
20
20
years of professional experience
Work History
Vice President - Head of Global Marketing
Network Perception
12.2021 - Current
- Executed targeted marketing plans per industry, acquiring 20 new customers and increasing revenue by $1,500,000.
- Aligned key metrics with company goals, enhancing marketing efficiency by 15% and saving $100,000 annually.
- Coordinated 3 monthly events with Product Marketing and Sales, boosting lead generation by 30%.
- Positioned the brand with a 360° omnichannel approach, increasing visibility by 60% across multiple channels.
- Optimized digital marketing campaigns, reducing customer acquisition cost by 18% while maintaining lead quality.
- Led cross-functional teams to launch two new products, contributing to a 20% increase in market share.
Vice President Marketing & Merchandise: E-Commerce
Fair Indigo
01.2019 - 10.2020
- Achieved record-breaking FYE '19 variable profit and total revenue.
- Pioneered brand vision, spearheaded business development, and orchestrated online demand generation.
- Utilized metrics for aggressive optimization, implementing cross-sell programs with 24% revenue boost.
- Personalized customer experience, achieving 37% retention rate.
- Dominated organic search with SEO, revamping product lines for 15% sales growth.
- Optimized website performance, reducing bounce rate by 8% and achieving conversion rate range of 3.6%.
VP Brand Marketing & New Business Development
Muk Luks
08.2016 - 10.2018
- Crafted integrated marketing initiatives, boosting brand equity and increasing customer acquisition by 25% and retention by 20%.
- Established robust digital presence, driving 35% surge in consumer awareness and engagement.
- Enhanced online shopping experience, capturing customer data and contributing to 15% increase in business insights.
- Strengthened brand consistency across platforms, resulting in 35% growth in social and influencer communities.
GMM-Women's Merchandise Ecommerce | Wholesale
Jockey International, Inc
02.2012 - 06.2016
- Led team of six with innovative thinking, achieving 20% top-line growth while reducing SKUs by 25%.
- Launched legging business, driving incremental volume and contributing to 20% of total pant sales.
- Drove profit up 34% YoY on flat inventory, demonstrating strategic inventory management and sustained sales trends.
- Launched private label brand 'JKY by Jockey' in all Target stores, achieving 25% increase in productivity per linear foot.
Education
Bachelor of Arts - Sociology
University of Wisconsin - Madison
Madison, WI12.1993
Skills
- Strategic Marketing
- Marketing Pipeline Optimization
- Omni-Channel
- Brand Strategy
- Leadership
- Creative Problem Solving
- Strategic Planning
- Results-Driven
Timeline
Vice President - Head of Global Marketing
Network Perception
12.2021 - Current
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 Merchandise Ecommerce | Wholesale
Jockey International, Inc
02.2012 - 06.2016
Bachelor of Arts - Sociology
University of Wisconsin - Madison
Affiliations
- Member Women in CyberSecurity (WiCyS) 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
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