Whitney Martin Shiver
Darien,CT
Summary
Innovative Marketing leader with 15+ years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader.
Overview
17
17
years of professional experience
Work History
Senior Director of Retail Marketing
Theory
10.2021 - 05.2024
- Developed marketing strategies to support full-price and outlet stores
- Executed local/regional marketing initiatives for stores that align with overall brand strategies and achieve specific performance
- Collaborated cross-functionally with Retail Merchandising, Ecommerce, Digital Marketing, Planning and Allocations, Retail Operations, Visual Merchandising, CRM, Creative, Finance and Field Teams
- Acted as liaison and partner with field teams and corporate marketing by maintaining monthly contact with each store manager
- Established and fostered relationships with mall, center and neighborhood marketing teams and other local/regional marketing partners and vendors
- Partnered with creative team to develop all retail marketing collateral including emails, store outreach, signage, invites, direct mailers, ooh, etc.
- Oversaw retail marketing team tools including calendars, creative briefs, budget and store lists
- Developed drive to store customer initiatives and strategies (i.e. store client outreach, mailers, etc.) in partnership with CRM team to develop acquisition, retention, and reactivation approaches to grow business
- Developed and requested retail marketing budgets
- Provided and presented weekly reporting and program recaps to CEO/management team to evaluate KPI’s and ROI, ensure budget adherence that inform future strategies
- Concepted stores monthly/seasonal events, personal shopping nights, activation programs and other special projects (i.e. local charities, offsite donations, offsite pop-up activations, etc.)
- Executed paid and lease required advertising and center activations
- Managed Theory Insider (Corporate Partnerships) and Uniforming Programs by fostering new partnerships and maintaining existing relationships to drive programs
- Developed top client gifting and seasonal gift with purchase programs in partnership with internal and external vendors
- Maintained pulse on industry best practices for in-store marketing as well as performance benchmarking with competing luxury brands
- Managed retail marketing team
Director of Marketing, Outlet
Theory
04.2017 - 09.2021
- Supported outlet omni-channel with successful business-driven solutions and provide on-brand marketing strategy resulting in achieving financial planning budgets
- Partnered with merchandising, visual and planning teams to identify and steer opportunities to support business objectives
- Focused on distribution of brand message and fuel aspiration by spearheading efforts to shoot seasonal campaigns for all outlet marketing collateral inclusive of email, social media, digital lookbooks, mailers, store signage, advertising and product knowledge
- Lead marketing efforts to launch TheoryOutlet.com and continued to support online business
- Built and grew the outlet channel customer database by partnering with digital marketing and CRM teams to develop acquisition, retention and reactivation campaigns
- Developed and execute event programs inclusive of new store openings, seasonal styling & gifting
- Managed annual outlet marketing and team travel budgets and spend allocation
- Promoted direct report to Marketing Manager by providing a solid understanding of strategy and introducing her to various internal and external cross-functional partners within the business.
Marketing Manager, Wholesale & Outlet
Kate Spade New York
06.2014 - 04.2017
- Led development of comprehensive marketing strategies for wholesale and outlet stores to create cohesive brand message by connecting digital, print, in-store, advertising, CRM, social media, public relations and events
- Effectively executed projects working cross functionally with sales, creative, field, visual and digital teams to support the seasonal sales goals and strategic initiatives
- Fostered strong partnerships with all external wholesale partners & internal global business partners
- Led all seasonal briefs to creative to drive strategy and ensure a brand message is aligned and consistent
- Managed annual outlet marketing budget and spend allocation
- Managed yearly summer intern to facilitate understanding of roles and responsibilities of different business segments, and how they work together as well as coordinating assistance with daily assignments and guiding through summer project and presentation
- Elected as Cultural Ambassador to help strengthen team collaboration, promote core values and inspire colleagues to live a more interesting life.
Digital Marketing Associate
Kate Spade New York
09.2012 - 05.2014
- Bolstered previous experience as Digital Marketing Coordinator by adding additional responsibilities such as assisting in planning and managing all aspects of digital co-op process, including developing digital proposals based on business, budgets and brand objects (including both paid advertising and online influencers).
Digital Marketing Coordinator
Kate Spade New York
08.2010 - 09.2012
- Assisted in planning seasonal US email calendar with ecommerce and digital teams
- Partnered with ecommerce team and buying/planning team to ensure all email promotions supported key investments
- Organized and led creative review meetings and provided feedback on campaigns and messaging based on KPI performance trends
- Aligned with CRM on all email segmentation and suppression files.
Coordinator - Photographic Services, Advertising Department
Polo Ralph Lauren
08.2007 - 07.2010
- Facilitated client requests for photographic prints while working directly with the digital team to achieve desired aesthetic
- Responsible for the preservation of the physical archive, containing conventional (film) and digital assets for print production use
- Processed final layouts of Ralph Lauren Advertising PDFs including print, collateral and on-line campaigns onto internal Polo images database
- Coordinated with photographic production to provide shoot information sheet information.
Education
Bachelor of Arts - Art History
Trinity College
Hartford, CT05.2007
Timeline
Senior Director of Retail Marketing
Theory
10.2021 - 05.2024
Director of Marketing, Outlet
Theory
04.2017 - 09.2021
Marketing Manager, Wholesale & Outlet
Kate Spade New York
06.2014 - 04.2017
Digital Marketing Associate
Kate Spade New York
09.2012 - 05.2014
Digital Marketing Coordinator
Kate Spade New York
08.2010 - 09.2012
Coordinator - Photographic Services, Advertising Department
Polo Ralph Lauren
08.2007 - 07.2010
Bachelor of Arts - Art History
Trinity College
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