jenean chapman: Director of Digital Marketing & Strategy

Brands: COTERIE, PROJECT, MAGIC MARKET WEEK, Kate Spade, Mavi, BB Dakota, Marchesa, J. Lindbergh, Theory, Chinese Laundry, Trina Turk, French Connection, Rodd & Gunn • Responsible for planning, developing and directing branding and marketing efforts for all shows and ecommerce platform-including annual marketing plan, creating of all brand marketing materials, brand strategy, implementation and tracking of key metrics to ensure company and department goals are met • Managed all digital marketing initiatives including SEO, SEM, social media content marketing, email marketing, influencer programs, partnerships, retargeting and marketing automation -drove qualified traffic and a 15% increase in conversions for registration as well as e-commerce conversions • Developed and executed the e-Commerce strategy, including mobile app experience, defining digital customer experience, personas and tone of voice. • Define and deliver brand training systems to bring the organization along on this journey and instituted a global brand governance philosophy, enabling execution within outlined constraints • Partner with PMM, Sales, Customer Success teams to help define sales and marketing strategies by identifying new acquisition opportunities including value props, channels, and conversion flows

• Managed and hired a team of 15 SMEs across digital marketing, analytics, creative and set developmental plans for each member of the team • Set overall vision, strategy, roadmap, plans and priorities for the national practice with a focus on revenue growth and strategic capability differentiation across the portfolio • Lead digital transformation while maintaining strategic oversight of client performance, consulting with team and client as needed to set goals, surface key insights and drive prioritization of efforts • Own and lead P&L through developing and driving a strategy that met or exceeded the agencies financial goals. • Develop KPIs and measurement strategies across all managed brands. Build and own monthly business analyses identifying key trends, areas of success, opportunity, and concern to accurately project and impact the annual results of the business with a focus on top line revenue as well as business line profitability. • Identify opportunities for revenue growth across east and west portfolios • Represent the marketing department as part of Hero's leadership team. Build strong working relationships crossfunctionally within Hero as well as with external vendors and partners. • Provide thought leadership and development of both the traditional and digital marketing space including market channels, technology, and innovation. • Develop comprehensive cross channel strategies, optimization and testing plans and managed a variety of performance levers and data sources across all channels including on and offsite acquisition and retention tactics • Partner with CX and product to develop long term site experience roadmaps

Brands: GoDaddy, Intel, Vans, Jansport, Nautica, The NorthFace, Kipling, RingCentral, Autodesk, Costco, Salesforce/Demandware, HomeAdvisor, T-Mobile, • Proactively engage c-level clients to develop and execute robust marketing plans. • Use data insights to track and understand client outcomes, define marketing strategy in alignment with client goals, and forecast and mitigate the risk of churn • Own project management, maintaining comprehensive project plans, clearly executing an onboarding, launch and account management strategy that allows other company resources (Sales, Product Engineering, Leadership Team) to easily engage and align in the process. • Collaborate with product and engineering teams to synthesize customer feedback and drive product development that maps back to the needs of customers • Partner with sales counterparts to ensure renewal and expansion opportunities are planned, forecasted and actioned efficiently • Contribute to the leadership and scalability of the merchant success team through mentorship, process optimization, and documentation. • Define, test, measure, and optimize GTM system processes and channel success (cohort analysis, LTV, CAC)

Brands: Campbell's, PepsiCo (Brisk, Lipton, Sierra Mist), Hasbro (Twister, Monopoly, Nerf, Playskool), Unilever • Created integrated marketing campaigns that leveraged original and branded content across digital and social platforms. Built social programs to grow the Hasbro communities to over 1million highly engaged fans • Led client services and supervised content creation across multiple brand teams and verticals. • Steered brand positioning and developed short and long-term strategies per client business objectives. • Evaluated social and digital initiatives to monitor progress, evaluate, and optimize performance. • Managed multiple budgets up to $5M and supervised media buying, recommending optimal spend.

Brands: Verizon FiOS, Mattel. Logitech, DVF / Diane Von Furstenberg, Sears, JC Penney, Smirnoff • Managed multi-platform social executions, as well as microsite, display and mobile app builds. • Conceptualized impactful digital strategies to ensure consistent brand messaging on all platforms. • Supervised account team as well as strategy, creative, search, social media resources / execution. • Designed metrics and benchmarks to track impact and level of engagement across all activations.

April 2007 - March 2010 Brands: Zappos, Proximo Spirits (Three Olives Vodka, Azul, 1800, & Gran Centenario Tequilas, Matusalem Rum), General Cigar, ShaToBu Shapewear, NYC Department of Transportation, Virgin Mobile, Chobani,

TOOLS BrightEdge/SEM Rush, Criteo, Pepperjam, Google Ads, Facebook business manager, Adobe Photoshop, Salesforce, Google Analytics, Adobe Analytics, Marketo, Klayvio, Radian6,, TNS, Power BI, Tableau, Datorama