Darrah Gist: in Atlanta, GA
Darrah Gist
Atlanta | United States
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Industries
Lifestyle
Outdoor
Run
Triathlon
Health & Fitness
Summary
Activity
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Work experience
Whole Foods Market, South Region
REGIONAL MARKETING DIRECTOR | 08/2015 - 06/2018
Directed marketing strategy and communications, branding, team management, agency management, digital & social media and media relations for 42 stores,
8,000 team members and 20+ media markets
• Created comprehensive vendor product marketing programs, increasing category
and single item sales by over 150%
• Directed all aspects of new store openings and re-brands, exceeding sales projections
by more than 30%
• Led ten direct reports and 28 indirect reports
• Presented quarterly and annual marketing and communications plans to senior leadership
• Holiday, seasonal and food-focused event strategy decks
• Created marketing and event toolkits to increase store sales
• Developed new catering menu and comprehensive marketing plan for program launch
• Increased regional catering sales by 200%
• Derived seasonal and market plans from customer insights and data, collaborating with product
teams from concept creation to program execution and assessment
• Increased e-commerce holiday orders and overall basket size by 23% YoY
• Grew in-store holiday orders by 20%
• Guided creative team on all customer-facing marketing programs and internal communications
• Implemented creative brief process and project management tools
• Developed project calendar for all regional and national materials
Whole Foods Market, South Region
SENIOR MARKETING MANAGER | 08/2013 - 06/2015
Hired, trained and supervised all store marketing teams in 25 markets
• Mentored teams on store marketing plans, experiential marketing events, seasonal
campaigns, local partnerships
• Managed three direct reports, 35 indirect reports
• Identified community partnerships and negotiated high-level sponsorships
• Handled all logistics, branding, vendors, event teams and budgets
• Led the opening of 15 stores across the South region
• Created road map and processes for opening multiple stores in a calendar year
• Shaved budget by 50% while maintaining stellar market execution and record-breaking opening
sales
Whole Foods Market, South Region
SENIOR PUBLIC RELATIONS MANAGER | 02/2007 - 08/2013
Managed media relations and directed communications for three brands in 18 media markets and a growing roster of 30+ stores
• Implemented seasonal product pitching plan increasing product mentions and impressions
by 120%
• Recognized as Global Whole Foods Market All Star: Best Execution of a Companywide PR
Strategy or Program for Value
• Conducted media trainings for over 200 employees from store level to Executive leadership
• Developed Executive level Crisis Communication training, basic interview
preparedness training and protest checklists for store operations teams
• Launched the Global Animal Partnership (GAP) Animal Welfare Rating program
• Developed national key messaging and talking points, prepped interviewees
for national and local media interviews
• Wrote and distributed bi-weekly social media plan and distributed email marketing
• Directed PR agency on key projects
Whole Foods Market, Ponce de Leon
MARKETING TEAM LEADER | 02/2003 - 02/2007
• Managed two graphic artists and product demo sales team, increasing store sales and excitement
• Implemented all themed and seasonal promotions
• Developed monthly calendar of events to draw customers to the store
• Chalkboard messaging, merchandising and price/item signage
• Cultivated local partnerships and sponsorships, increasing brand awareness
Freebairn & Company
ACCOUNT EXECUTIVE | 02/2001 - 02/2003
Full-service marketing and advertising agency focusing on consumer and agricultural products
• Secured editorial placements for consumer product clients, including tents, backpacks, compasses, canoes, kayaks, wool carpet and lighting
• Wrote and distributed press materials, catalog and website copy, conducted new product
launches, handled trade shows and pitched products to national publications
Education history
Appalachian State University
B.S. in Communications
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