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Category and Marketing Director

Marketing & Sales

Creative and strategic professional with over 13 years of experience in product development, brand creation and management, digital and traditional marketing for consumer-packaged goods. Expert in managing multiple projects concurrently with strong detail, problem solving, and follow-through capabilities. Experienced leader developing and implementing the company’s marketing plan while managing a cohesive team. Performs analysis on sales attribution, competitors, and trends to drive optimization strategies for appropriate marketing mix to satisfy short and long-term objectives.&nbsp;

San Diego, CA
Furniture manufacturer and importer selling products through ecommerce and National brick & mortar retailers.

Director of Business Development	August 2021- present
Drove national and regional furniture store channel initiative by developing new brand and product strategies.
*	Evolved channel strategy to develop wholesale website, DorelShowroom.com, to offer faster new customer onboarding and offer products to a new channel of customers.
*	Developed relationships with over 25 new customer leads to fill the sales pipeline.
*	Responsible for over 15 regional accounts and increased customer sales 23% over LY ($3.3M).
*	Managing sales, product development, marketing and brand position of newly launched brand Cortney's Collection.
*	Prepared trade show space setup, CGI and POP for product samples and merchandising.
*	Supporting new customers by developing new fully assembled product line options.
*	Advise other account managers on retail strategy, product, and customer needs.
*	Prepare budget presentations and present to the Corporate Board as needed on new initiatives.

Director of Business Development

Montreal, Canada
Furniture manufacturer and importer selling products through ecommerce and National brick & mortar retailers.

Category and Marketing Director	January 2023- present
Providing category and marketing trend analysis for product development teams in home furnishing categories of upholstery/ sofas/sectionals/futon, beds, dining, and bath vanities.
*	Provide marketing calendar of trend analysis to stay on budget for new development and product lifecycle.
*	Prepare trade shows and educate the sales teams on new product launches and marketing trend stories highlighted.

Directing marketing and merchandising strategies by account curating product assortment for traditional furniture stores.
*	Product sales and assortment analysis for omnichannel customers like Ashley Furniture, Nebraska Furniture Mart, Rooms To Go, and Raymour & Flanigan, etc.
*	Created marketing campaigns targeting small to medium sized customers that could open wholesale account on new site, DorelShowroom.com ($6M).
*	Managed marketplace accounts like Mathis Brothers and D2C sites.
*	Drive marketing and brand strategy within customer's needs. Presented new vignette layouts to The Brick account for Q4 launch. ($10M)
*	Prepared trade show space setup, CGI and POP for product samples and merchandising with focus on new B2B wholesale site and how Millennials are driving sales in furniture.
*	Supporting new customers by developing new fully assembled product line options.
*	Advise other account managers on retail strategy, product, and customer needs.
*	Prepare budget presentations and present to the Corporate Board as needed on new initiatives.
*	Award recipient of Forty under 40 class of 2023 by Home Furnishings Business Magazine for top young professionals in the home furnishings industry.

Director of Marketing AND Product

Drove national and regional furniture store channel initiative by developing new brand and product strategies.
*	Evolved channel strategy to develop wholesale website, DorelShowroom.com, to offer faster new customer onboarding and offer products to a new channel of customers.
*	Developed relationships with over 25 new customer leads to fill the sales pipeline.
*	Responsible for over 15 regional accounts and increased customer sales 23% over LY ($3.3M).
*	Managing sales, product development, marketing and brand position of newly launched brand Cortney's Collection.
*	Prepared trade show space setup, CGI and POP for product samples and merchandising.
*	Supporting new customers by developing new fully assembled product line options.
*	Advise other account managers on retail strategy, product, and customer needs.
*	Prepare budget presentations and present to the Corporate Board as needed on new initiatives.

Partner with sales teams and rep groups to propose strategic product lines with an omnichannel approach to brick and mortar (B2B) accounts and present at furniture trade shows to drive business and sales goals.
*	Manage largest brick and mortar account ($45M business) with an omnichannel strategy.
*	Brand creation of Cortney's Collection to reach a higher end furniture marketing segment.
*	Work and manage direction from licensee for product planning, content, web marketing and 3 year go-to-market strategy.
*	Study retail partners' and competitors' assortments and develop new products based on white space opportunities in market trends, styles, RTA furniture data.
*	Present market research and new product line recommendations to buyers to improve their long-term strategy.
*	Prepare trade show space setup and tear down and managed all product and sample shipping and merchandising.
*	Sales analysis by account. Make recommendations on inventory levels, revenue, gross and net margin dollars.

Marketing Director

*	Ameriwood Home. Presentation and market research design for Target® product line presentation with trends, styles, and state of the industry. Job description and salary recommendations created. Product catalog created per new customer base.
*	The One Club of San Diego. Project management of committees and coordination of digital communications via email, social media, membership and event tracking.
*	Mizzou Alumni in San Diego. Increased social media presence by 25% with Facebook, LinkedIn pages and improved website. Responsible for marketing calendar: posts, emails, and events. Coordinated guest speakers, pop-up fundraisers and merchandise design for sale.
*	American Marketing Association (AMA). Responsible for project management of all deadlines of Art of Marketing Conference 2019 using Asana. Managed video testimonials and schedule with personnel.
*	Girls On The Run (GOTR). Marketing and PR management with new seasons of girls and coaches creating marketing materials and online campaigns to promote events.
*	Pacific Beach Town Council. Inducted as board member in 2020 and Communications Committee Chair. Responsible for coordinated brand messaging in newsletters, events, PR, website and digital marketing.

Marketing AND Business Strategy Consultant

Worked on internal branded marketing strategy while leading a team to maximize digital, product, and trade show/event planning marketing verticals.
*	Supported LeaseLabs brand refresh through website, social media, product slicks, and trade show updates.
*	Managed 4 team members as well as supported corporate marketing and business development teams internally and externally.
*	Managed $1MM annual budget for digital marketing, merchandise, and trade shows with full scale booths and swag bags, client events and dinner meetings.
*	Created creative briefs and developed processes for new product-specific content, like product slicks, to educate internal and external teams on brand, products and services available.
*	Managed event planners and third-party sources for six major trade show conference spaces annually with full client events for over 800 attendees including venue with curated theme, catering, celebrity appearances, POP and invitations, transportation and digital media campaigns.

Senior Marketing Manager

Partnered with Sales team to propose strategic product lines to brick and mortar (B2B) accounts and furniture trade shows to drive business and sales goals.
*	Developed customized retailer-specific furniture collections and white label brand strategy while cost-engineering products at factory for B2B national accounts.
*	Presented new product assortment recommendations based on trending market research, RTA furniture industry data, gap and competitor analysis to buyers at High Point Furniture Market tradeshow and at client meetings.
*	Prepared trade show space setup and tear down and managed all product and sample shipping and merchandising.
*	Cost analysis and worksheet development by account with curated process for appropriate selling strategy.

Senior Marketing Director

Built Marketing Department from the ground up into a 7-person communications team representing a range of marketing operations: social media and press, asset management and creation, events coordination and business development while managing a limited budget.

Responsible for developing product line plan for mass retailers and ecommerce customers. Worked cross-functionally with all teams; design, sales and factories on style, engineering and costs.
*	Developed monthly new product release SOP to clearly communicate project timelines and milestones. This system increased ecommerce sales by $20M, increasing product assortment over 100%.
*	Researched and analyzed new product categories with GMROI to identify key factors of success, specifically developing 3 TV Stands online, yielding over $69M in sales since 2013.
*	Created RFQ's and negotiated costs on hundreds of new products with factories in USA and Asia to provide final costing to get invoices and MSRPs. Reviewed samples and materials were meeting customer needs.
*	Partnered with engineering to ensure product quality standards were consistent from development to production stage over the lifecycle of 800 new products.
*	Responsible for training 5 new project managers, oversaw their work and delegated projects.
*	Increased website traffic over 300% and page views over 15% with re-launch of branded website in 2013.
*	Coordinated trade shows including 10 High Point Furniture Markets with product samples, POP, brochures, and PR.

Product Development AND Ecommerce Manager

Assisted product developers to manage customer presentations with product quoting, negotiation and pricing, presentation and POP creation and materials.
*	Conducted market gap analysis of online product categories for gaps in assortment.
*	Planned, developed, and presented product range for High Point Furniture Market with POP promotion and pricing bi-annually.
*	Increased web traffic by 30% in 2011 with website redesign, PR, Facebook and Twitter program management.

Marketing Associate

Find out detailed information about Brianna Jackson, Category and Marketing Director in San Diego, California

Brianna Jackson: Category and Marketing Director in San Diego, California

Brianna Jackson