Charlotte Addison: VP Marketing @ Skida | Growth Marketing, Omni-Channel Sales in Greater Burlington Area, CT

Leading omni channel growth marketing and D2C strategy at Skida, an outdoor/active sports accessories brand. My focus is increasing direct-to-consumer sales through community building and performance marketing. Leading geographic expansion of wholesale B2B footprint, hands on launch of Amazon FBA marketplace. Budgeting, campaign building, ad creative and tactics for Meta, Google PPC advertising. Leading to 40% YOY growth in new customers with a high ROAS across the media mix. Fostered a culture of mentorship and collaboration within a high-performing team of 12 in design, ad creation, brand marketing, e-commerce, wholesale B2B sales, and retail store management. Deployed CRO strategies to improve UX, conversion rates, creative online merchandising to drive both sku productivity and increase average order value. Achieved both high customer expectations and enhancing brand reputation through community building, athlete and US Ski Team partnerships.

Board Member, Advisor to several Founder led businesses in premium consumer goods. Built go-to-market plans and manage digital advertising for 3 CPG clients. Heymat (Home Décor) and bbhugme (baby products) of Norway and Ursa Major (natural skincare) of Vermont. Tech Stack skills include Shopify, Word Press, Klayvio, HubSpot, Salesforce, Netsuite, Asana, Zen Desk, Google Analytics, and Amazon Seller Central.

I boosted revenue through creative sales, marketing, and customer support programs, leading 7 direct reports, 10 sales agents, digital agency, PR firm, and 4 international distributors. I created marketing/growth strategies for this Certified B Corp, developing strategic plans for online merchandising, packaging, product line extension, distribution, and global market expansion. We focused on superior online customer experience, identifying and implementing improvements including CRM, packaging, website, point of sale, and Amazon Brand Store. Key accomplishments include: • Transformed start-up brand into global market leader, lifting sales by 40% YOY through digital marketing and marketplace expansion and positioning founder-owned company for sale to private equity in 2021. • Grew retail reach by 30%, securing placement in Whole Foods, Nordstrom, REI, and regional stores. • Sparked 30% growth in Amazon business in competitive marketplace with focus on conversion, creating ROI-focused demand generation strategies, minimizing promotional spend, and emphasizing 4th quarter. • Expanded into geographic markets including Japan, South Korea, and Singapore via distribution partners. • Bolstered decision making and strategic planning through D2C/data-driven short and long-range forecasts. • Elevated retention rate by 25% and average order value (AOV) by 30%, upgrading website and Amazon Brand Store while expanding into new product formulations.

I established comprehensive D2C marketing strategy, leading 6 direct reports across sales, customer service, and marketing. I originated branding, website, content, user experience, and packaging initiatives. I utilized SEO and SEM strategies to drive reach. I also served as Key Account Manager for multi-chain US/Canadian retailers. Key accomplishments include: • Positioned Verilux as category leader on Amazon with 150% YOY growth, utilizing email drip campaigns, optimizing product mix, liquidating obsolete merchandise, and encouraging 4 and 5-star customer reviews. • Boosted Amazon sales by 186% while cutting ACOS by 25%, leveraging “Fulfilled by Amazon” channel with integrated keywords, introducing campaigns in niche categories, and utilizing product variant strategy. • Generated 30% growth in month-over-month traffic and 5% growth in conversion via programs including 1st responsive mobile website, new brand strategy, focused storyboards, and brand management discipline. • Introduced innovative email and social media strategies growing email list by 400% in 4 months with 250K impressions and 75% subscription retention while expanding Instagram followers by 200x.

I optimized margin through product line analysis, leading 7 direct reports including product managers, supply chain, and customer service. I also led digital marketing, email workflows, PR calendar, and content development. Key accomplishments include: • Exceeded sales goal by 10% via category management, SKU reduction, segmentation, and A/B testing.

I led global expansion for baby product leader, directing 30 team members across operations, marketing, and sales. I skillfully managed P&L and marketing budget. I also drove North/Latin America growth via key D2C initiatives. Key accomplishments include: • Boosted topline revenue by 14% against flat market, expanding D2C channel from zero to 15% of sales, establishing 1st eCommerce website and developing integrated global social media presence. • Secured placement in 100 high-end department stores, utilizing Salesforce.com to identify opportunities. • Grew presence in Mexico from zero to 70 stores in 18 months through comprehensive market analysis. • Established internal brand health diagnostics including customer surveys, focus groups, and social media monitoring, consistently evolving global brand to meet dynamic market requirements. • Drove awareness through events road show, influencer pop-up events, and focused influencer marketing.

I strengthened this premium global baby business, creating brand plans for retail distribution. I served as the Subject Matter Expert in customer-facing roles as Editor of Chief for content and global on-camera spokesperson. Key accomplishments include: • Recognized by Harvard Business Review as strategic leader in massive product recall, recapturing sales in 6 months as on-camera spokesperson with major networks and utilizing social media to rebuild trust. • Overhauled global marketing organization, developing scalable eCommerce website with locally adaptable products and language and driving growth across countries including Japan, Australia, and South Korea.

Donelan Wines is a family-owned winery. In this role, I expanded wine distribution in 33 states and E-commerce subscription-based D2C sales. I was responsible for P&L, supply chain, packaging design, and compliance, as well as managing on-site VIP tastings and regional events. To enhance margin structure, I led organic growth and product development. Redesigned the brand with a strategic roadmap for success including a go-to-market plan and measurement tools. Generated 30% revenue growth and initiated product development into new varietals.

Charged with creating marketing infrastructure for U.S. start-up of well-established entity in Europe that provides accounts receivable factoring solutions to mid- to large-cap companies. Developed and executed marketing plan, including market segmentation of multibillion working capital and accounts receivable factoring. Created processes to cross-sell working capital solutions within other GE Commercial Finance entities. Drove integrated marketing strategy, including website, customer-facing marketing communications, product data sheets, sales toolkit, pitch library, and tradeshow and event promotions.