Summary
Overview
Work History
Education
Skills
Timeline
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Tracy Jankowski

Los Angeles,CA

Summary

Seasoned marketer with extensive experience in eCommerce, digital + performance growth. Success spans forming data- driven consumer insights, go-to-market planning, awareness/ performance marketing and eCommerce. Analytical and consumer centric thinker who is passionate about human-centric design + fashion, team collaboration and driving business growth.

Overview

17
17
years of professional experience

Work History

VP, Marketing

Velvet By Graham & Spencer
Culver City, CA
02.2024 - Current
  • Develop and implement marketing strategies to increase brand awareness and scale revenue growth.
  • Direct media-buying initiatives across various platforms, including paid social, paid search, OTT, OOH and direct mail.
  • Identify new revenue streams through on-brand marketing partnerships and collaborations, both ongoing and project-based.
  • Engaged customers through online surveys and feedback loops for better understanding of their needs.
  • Lead digital marketing plans to incorporate SEO, social media platforms, and video campaigns.
  • Managed annual marketing budget, ensuring optimal allocation of resources for maximum impact.
  • Build, monitor, and own KPI reporting on actual, budgeted, and forecasted spend and return projections on a weekly, monthly, quarterly, and annual basis.
  • Overseeing all social media campaigns and PR strategies and execution.

Vice President, Digital Marketing

Sera Labs, Inc (Beauty & Wellness)
Los Angeles, CA
08.2022 - 02.2024
  • Drive brand building programs that position the house of brands including: Seratopical Revolution, Nutri-Strips + DNA Complex as a best-in-class beauty and wellness brands backed by science.
  • Responsible for leading the marketing strategy across DTC and wholesale including brand marketing, digital advertising, affiliates, social media marketing, influencer marketing, PR, collaborations, CTV & Email & SMS marketing
  • digital marketing strategy and customer experience.
  • Drive strategies for acquiring, converting and retaining customers to drive brand loyalty and maximize lifetime value.
  • Leverage competitive insights to identify key trends, understand shifts in market direction and inform marketing strategies and operational plans.
  • PNL management from revenue to media expenses including forecasting, attribution modeling and LTV.

Vice President Growth Marketing

HAMMITT (Handbags & Accessories)
Los Angeles, CA
02.2018 - 08.2022
  • Responsible for marketing functions which includes paid media, email, SMS, affiliates, loyalty, performance TV, organic social, SEO, direct mail campaigns, content creation, collaborations, and marketing strategies for new store openings.
  • Drive multi-million dollar full funnel digital marketing campaigns geared towards new customer acquisition, conversion and retention. DTC revenue +30% over LY.
  • Identify new key technologies and partnership opportunities to accelerate business growth. Delivered +$600k in additional revenue from onboarding LIVE Shopping app.
  • Streamlined SEO approach to improve ranking 30%
  • Develop annual and monthly eCommerce forecast and budget plans. +$5M annual budget.
  • Drive customer experience initiatives that increase brand loyalty for eCommerce, retail and strategic accounts.
  • Work closely with leadership to ensure company goals and marketing KPI's are achieved.
  • Manage and develop internal team and outside agencies.

Director of Marketing

BED|STU (Footwear & Accessories)
Los Angeles, CA
05.2015 - 02.2018
  • Repositioned brand as premium sustainably sourced footwear and accessories brand.
  • Strategized best-in-class resources and tools for eCommerce, retail and wholesale customers to stay engaged.
  • Grew customer base +200% and increased revenue +40% in less than 2 years.
  • Launched direct mail campaign for new product launches which generated additional $1.2M revenue.
  • Created product marketing collateral that consisted of sales guide, pitch decks, product sheets, personas for sales support. Open 75 new accounts over 2 year period.
  • Increased company affiliate revenue by 200% in 2 years.

Director, Global Marketing

CHINESE LAUNDRY (Footwear & Accessories)
Los Angeles, CA
11.2010 - 05.2015
  • Created long term and seasonal marketing strategies to ensure a profitable business growth domestically and through international distribution partners.
  • Managed multi-million dollar marketing budgets and delivered robust campaign performance recaps.
  • Championed use of consumer insights throughout organization.
  • Established detailed KPI's and metrics to track and report on performance.

Head of Marketing

TARYN ROSE (Footwear & Accessories)
Los Angeles, CA
10.2007 - 11.2010
  • Grew business from $10 million to $40 million over a three years.
  • Spearheaded primary market research, go-to-marketing strategy, audience analysis, product assortment and full project management for each marketing campaign.
  • Oversaw direct advertising programs both online and offline.
  • Worked with B2B partners to build awareness and drive traffic into exclusive retailers ( Nordstrom, Bloomingdale's, Neiman Marcus).

Education

BBA - Business Administration

University of New Mexico
Albuquerque, NM

Skills

  • Growth and performance marketing
  • eCommerce
  • Digital marketing
  • Paid and organic social: SEO, email, SMS
  • Brand development
  • Campaign planning
  • Storytelling
  • Project management
  • Data analysis
  • Budget management and allocation
  • Cross-functional team collaboration
  • Practical expertise: Shopify Plus, Klaviyo, Meta, Google Ads, Yotpo, GA4, NuOrder, Pepperjam and Slack

Timeline

VP, Marketing

Velvet By Graham & Spencer
02.2024 - Current

Vice President, Digital Marketing

Sera Labs, Inc (Beauty & Wellness)
08.2022 - 02.2024

Vice President Growth Marketing

HAMMITT (Handbags & Accessories)
02.2018 - 08.2022

Director of Marketing

BED|STU (Footwear & Accessories)
05.2015 - 02.2018

Director, Global Marketing

CHINESE LAUNDRY (Footwear & Accessories)
11.2010 - 05.2015

Head of Marketing

TARYN ROSE (Footwear & Accessories)
10.2007 - 11.2010

BBA - Business Administration

University of New Mexico

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Tracy Jankowski