Victoria Patterson
Silver Spring,MD
Summary
Innovative marketing strategist skilled in leading brand-wide initiatives and fostering cross-functional collaboration. Proven success in developing community-focused marketing strategies that align with business objectives, enhance customer acquisition, and drive sustained growth across multiple locations.
Overview
12
12
years of professional experience
Work History
ASSISTANT DIRECTOR OF MARKETING
Movement Climbing, Yoga & Fitness
12.2024 - Current
- Lead brand-wide marketing strategy supporting 30+ locations nationwide, overseeing 10 Regional Marketing Leads and establishing strategic direction, frameworks, and performance standards that translate enterprise priorities into locally relevant marketing.
- Lead and develop 10 Regional Marketing Leads responsible for translating brand priorities into market-specific strategies across partnerships, grassroots outreach, integrated marketing, PR, digital channels, and experiential activations.
- Partner cross-functionally with Operations, Growth, Creative, Paid Media, PR, Social, Programming, Events, and Executive Leadership to align enterprise priorities with coordinated market execution.
- Partner with Operations and regional leadership to identify market opportunities and guide strategies supporting customer acquisition, repeat engagement, retention, and overall business performance.
- Established brand-wide strategy and standards for grassroots marketing and community partnerships, creating scalable frameworks that enhanced local market presence while ensuring brand consistency.
- Developed brand-wide KPI and success frameworks to define marketing performance across customer journey stages, aligning awareness, engagement, acquisition, conversion, and retention with business objectives.
- Redesigned marketing performance reporting and measurement frameworks, enabling Marketing Leads and Operations partners to diagnose market performance, identify opportunities, and formulate actionable strategies.
- Guide marketing strategy for community activations, competitions, grand openings, workshops, youth programs, seasonal campaigns, and other experiential initiatives across markets.
FIELD MARKETING MANAGER
Fleet Feet
05.2022 - 12.2024
- Led field marketing strategy across 13 East Coast markets, translating national brand priorities into localized campaigns, events, partnerships, and community activations designed to increase awareness, customer acquisition, and market relevance.
- Developed regional field marketing strategies aligning national business priorities with customer needs and competitive dynamics in each market.
- Led experiential marketing across races, expos, training programs, store events, product launches, grassroots activations, and community experiences.
- Partnered with national marketing teams and local leaders to translate enterprise campaigns into relevant regional experiences while maintaining consistent brand standards.
- Developed scalable grassroots and community outreach programs, tools, and training resources that enabled consistent execution across markets.
- Built strategic relationships with race organizations, nonprofits, schools, and local businesses to enhance audience reach and strengthen brand presence in communities.
- Analyzed customer insights, campaign performance, and market feedback to evaluate initiatives, identify growth opportunities, and refine regional strategy.
- Reimagined Fleet Feet’s Share the Run initiative in partnership with Black Girls RUN!, developing a unified campaign strategy centered on community participation and collective impact across local activation, social storytelling, partner participation, and customer engagement.
MARKETING SPECIALIST
IKEA
08.2020 - 05.2022
- Planned and executed integrated campaigns across experiential, in-store, digital, print, and community marketing channels.
- Developed local marketing initiatives that enhanced customer connections with IKEA brand through tailored retail experiences, events, partnerships, and integrated campaigns within global brand framework.
- Coordinated partnerships, sponsorships, and community events that boosted local awareness, fostered customer engagement, and increased store visitation.
- Collaborated across Marketing, Merchandising, Operations, and Communications to translate brand priorities into cohesive customer experiences.
- Leveraged customer insights and campaign reporting to identify opportunities and enhance effectiveness of local marketing strategies.
VISUAL MERCHANDISER / REGIONAL VISUAL LEAD
Target
01.2015 - 01.2020
- Led visual merchandising execution supporting seasonal campaigns, promotions, product launches, and enterprise brand priorities.
- Analyzed sales trends and customer shopping behavior to identify underperforming areas and prioritize merchandising opportunities, enhancing overall performance.
- Collaborated with store leadership to align visual and customer-experience priorities with operational and business goals, driving cohesive execution.
- Served as a regional trainer and led onboarding, visual standards, and execution consistency across teams.
- Established multi-location retail marketing, customer experience, visual storytelling, and operational leadership framework within national retail environment.
Education
Bachelor of Science - Creative Advertising
Virginia Commonwealth University
Richmond, VASkills
- Digital Marketing Strategy
- Brand strategy
- Event marketing
- Field marketing
- Community marketing
- Campaign execution
- Partnership development
- KPI development
- Marketing Analytics
- Data analytics
- Market research
- Project management
- Team Leadership
- Cross-Functional Leadership
- Customer retention
Core Expertise
- Experiential & Event Marketing
- Field Marketing Strategy
- Brand & Local Market Strategy
- Strategic Partnerships & Sponsorships
- Grassroots & Community Marketing
- Customer Acquisition & Retention
- KPI & Success Framework Development
- Retail Marketing
- Team Leadership
- Cross-Functional Leadership
- Marketing Analytics
Timeline
ASSISTANT DIRECTOR OF MARKETING
Movement Climbing, Yoga & Fitness
12.2024 - Current
FIELD MARKETING MANAGER
Fleet Feet
05.2022 - 12.2024
MARKETING SPECIALIST
IKEA
08.2020 - 05.2022
VISUAL MERCHANDISER / REGIONAL VISUAL LEAD
Target
01.2015 - 01.2020
Bachelor of Science - Creative Advertising
Virginia Commonwealth University