Letha Davis: Director, Marketing Performance & Operations in Los Angeles, CA

Successfully drove marketing acquisition strategy and execution against branded content to grow festival and retail popup awareness and attendance in Los Angeles and New York markets. Built and executed marketing strategy and plan that increased ticket sales YoY for the 2019 New York Festival in addition to selling out two weeks before the pre-set goal. Through data analysis and discovery increased ticket capacity for both NYC and Los Angeles venues. Replaced previously highly promotional ad copy with more relevant messaging highlighting the evolving festival experience that included elevated main stage talent matchups and content. Built detailed marketing tracking dashboard with up-to-date marketing analytics. Led channel and platform growth that increased steadily throughout the last year. Responsible for marketing operations: budget, team, technology, and process. Manage marketing festival and overhead budget: typically ran under budget and optimized, and reduced CPA/CAC on a regular basis. Developed and oversaw marketing org chart of Social Media Director, Talent/Influencer Manager, Manager of Acquisition and Growth, Web & Email Manager, Video Editor, and two Graphic Designers. Initiated and built out of marketing technology upgrade to leverage up-to-date systems utilizing automation, segmentation and drips to assist in retention, lead generation, awareness, and conversions. Implemented and leveraged A/B testing to inform decision making from upper to lower funnel acquisition and retention. Streamlined existing process by reducing excess platforms and implementing a combination of Wrike project management and the kanban method. Developed Beautycon Ambassador Program “BCRealOne’s”. Part community development initiative, part micro-sales channel. Soft launched in June and accounted for 8% of new acquisitions within 6 weeks. Updated company website to represent the different business pillars: Headquarters, Festivals, and E-Commerce. Converted previous one-page format to full website platform for each festival. Compare: NYC Festival to LA Festival. This update upended the previous funnel with the new website format assisting on 92% of ticket conversions.

Proactively manage creative and marketing programs from ideation to brief to completion. This includes theme concepts and branding, marketing plan execution and summit collateral deliverables. Work directly with the head of creative to ensure quality, out-of-the-box work is continually delivered on time and ahead of schedule. Track and manage the yearly overhead budget in addition to event-specific budgets. Ensure contractors and vendors are delivering on contract and are paid on time. Build and manage timelines with emphasis on optimization and deliverability. Proactively communicate and manage project risks. Manage website(s) update flow with internal team and external vendors; implemented site-wide CMS. WORLDZ: Utilizing Salesforce/Pardot built out marketing automation program that helped increase acquisition by 18%. WORLDZ: Through competitive analysis, market research, A/B testing and existing data built a customer journey funnel that has increased year-over-year acquisition

Headed the committee tasked with re-branding company image from regional furniture chain to a nationally recognized lifestyle brand. Working with an outside agency, the rebranding was a success, one-year later focus groups all agreed our brand image had elevated and we were compared to major lifestyle brands. Oversee photo, video and TV shoots (on location and in-studio). Worked with VP of Marketing, Buyers and Purchasing team to plan and execute off-site photo/TV shoots. Manage budgets, location scouting, crew, insurance and permitting. Successfully launched and continually maintained 62-page quarterly catalog from beginning to end; design and production, photography, art direction, print vendor, list management, internal approvals, and press checks. Implemented high-level, scope of process and design of formal request process with Creative team. Map workflows for all types of projects either together or individually implemented by Creative and Studio teams. Led build out new web photo studio. Worked with Production Designer and Studio Photographer to design and fabrication of a custom CYC and faux indoor walls for backdrops. Introduced and implemented A/B testing for email and website engagement leading to higher conversions. Negotiated store-level online ordering portal with signage/POP vendor to eliminate the graphic designer ordering responsibilities.