DIRECTOR OF MARKETING & E-COMMERCE
In my role as Director of Marketing & E-commerce at Roshambo Eyewear, I owned the brand creative and content direction for Roshambo Eyewear across all channels (online, social, print, events, marketing, advertising, PR and campaigns). I was able to be a part of every design and content aspect of the company: product packaging, photography, website design, product page content, email marketing, advertising, tradeshow graphics, blogs, print materials, etc. I was hired to grow the company brand from a baby sunglasses brand, Roshambo Baby, to a comprehensive eyewear business for all ages, Roshambo Eyewear.
BRAND DEVELOPMENT
Created a consistent brand voice and creative guidelines for use across all channels (website, packaging, social, print, events, digital advertising, PR and email campaigns). Directed in-house team and outside agencies in consistent creative and copywriting for the brand in all consumer-facing marketing.
GRAPHIC DESIGN FOR EMAIL/SMS/SOCIAL/ADVERTISING
Created annual marketing calendars and content strategy for all email & SMS campaigns; developed promotions for prospecting, upsell & customer retention; developed engaging email/SMS flows for buyer journey. Created assets for campaigns (posts, gifs, stories, videos, advertising, copy, email, web); provided guidance for advertising strategy and help manage agencies for Google advertising, SEO, PPC strategies.
Email Examples:
Seasonal sale email: Prescription Glasses
Secondary brand email: Sports Eyewear
Card Abandonment email: Abandonment Flow
PHOTOGRAPHY / VIDEOGRAPHY
Directed outside photographers and videographers, and acted as in house photographer for all products, events, lifestyle, flatlays, bundles, etc. Edited videos and animated gifs for advertising and promotions. Video samples can be seen on Roshambo Eyewear YouTube Channel.
PRODUCT & PACKAGING MANAGER
VENDOR MANAGEMENT
Improved product manufacturing designs, pricing and relationships for on-time delivery and improvements to existing products. Sourced products and managed timelines for delivery and launch.
PARTNER DEVELOPMENT
Developed relationships with other e-commerce brands to provide additional revenue opportunities dand increased visibility; monitored white label partner program launches and timelines (RuffleButts, Dyper, Ten Little, Blippi, Stride Rite, BabyList, etc). Also worked with brick-and-mortar retail stores to provide brand guidance and marketing materials.
PRODUCT DEVELOPMENT
Created all product packaging, retail displays, POP displays, promotional products, accessories and new product designs for sunglasses and eyewear related products. Reviewed material selection, creative, managed reorders and quality control. Developed new products and ideas for customer incentive to purchase and accessories to go along with products.
ECOMMERCE DIRECTOR & DIGITAL MARKETING
ECOMMERCE MANAGEMENT & CONTENT CREATION
Developed a conversion-focused e-commerce Shopify Plus website to improve customer experience, increase AOV / cart value, cross-sell product lines, and collect email/sms contacts to market through Klaviyo and Attentive flows. Managed web developers and other agencies to create and/or integrate new tools and improve website design. Wrote all on-page content, researched SEO keywords, analyzed traffic, wrote blogs and product copy, and sourced all photography. Integrated tools such as Klaviyo, Attentive, Yieldify, Yotpo, Re-Amaze, Rebrand, and Buzzbassador.
Examples:
Collection Page: https://www.roshambo.com/collections/all-products
Landing Page: https://www.roshambo.com/pages/prescription-glasses
Product Page: https://www.roshambo.com/collections/toddler-shades/products/bueller-black-toddler-shades
Blog: https://www.roshambo.com/blogs/news/bendees-interchangeable-flexible-glasses-vs-miraflex
Article: https://www.roshambo.com/blogs/news/sustainable-recycled-sunglasses
Press Release: https://www.roshambo.com/blogs/news/roshambo-baby-inc-moonbug-entertainment-team-up-to-distribute-blippi-eyewear
Charitable Initiative: https://www.roshambo.com/blogs/news/pay-it-forward-free-prescription-glasses
SOCIAL MEDIA MANAGEMENT
Developed a cohesive brand image; created a mix of media/assets; increased followers & engagement; nurtured influencer/affiliates; identified ambassadors, affiliates and influencers to work with; directed ambassadors for compelling photos and video needs; generated contests with partners like Blippi for follower growth; initiated photo and video contests for UGC assets. Social channels: Instagram, Facebook, YouTube and Pinterest.
Examples:
Video Contest: https://www.roshambo.com/blogs/news/spring-instagram-reel-tiktok-video-contest
Photo Contest: https://www.roshambo.com/blogs/news/roshamboo-halloween-tag-win-contest
Partner Collabs: https://www.roshambo.com/blogs/news/blippi-glasses-roshambo-shades
Ambassador Program: https://www.roshambo.com/a/buzzbassador/ambassador-page
LEAD GENERATION
Developed lead capture and web traffic generation strategies ; worked with companies like Yieldify to integrate tools to engage and capture new lead traffic and convert. Doubled email list and grew SMS lists through engaging email and SMS marketing strategies.
AMAZON CONTENT CREATION
Directed a third party agency for product postings and brand pages for our sunglasses line (20+ products). Wrote all on-page content, researched SEO and competitor keywords, wrote and designed A+ content, created all graphics, directed photoshoots for product photography and bundles, created videos for product pages, sourced lifestyle photography from customers and ambassadors. Examples: Baby Sunglasses, Toddler Sunglasses, Brand Page
BLOGGER & CONTENT CREATOR
Provide content and blogs for a variety of websites, focused on community engagement, website traffic building, SEO optimization for key terms, link building, and product placement. I specialize in mom-related posts for product features, parenting tips, creative projects, working mom/stay-at-home-mom relationship articles, etc. I provide photography and custom graphics as needed.
Blogs: San Diego Moms Blog, Mommee Coffee, The Squirmy Wormy, Roshambo Eyewear
BRAND DEVELOPMENT & WEBSITE DESIGN
Developed the corporate brand guidelines for marketing, sales, and business development needs across all collateral, presentations and end-user materials and websites. Spearheaded the redesign and rewrite of the main website (Orbian.com) with updated brand standards, new content and graphics, lead generation, and easy navigation for prospects and existing clients. Designed a new supplier onboarding website (OrbianSupplier.com) to streamline the enrollment process for thousands of international suppliers, complete with Adobe Sign electronic agreements, online form integration with Salesforce, and Dropbox document uploads. Completed over 75 microsites.
Marketing Examples: https://orbian.com and https://orbiansupplier.com/
BRAND DEVELOPMENT & WEBSITE DESIGN
Developed The Resilient Helix brand (logo, brand guidelines, typography, color palette, image selection) for launching the new website. Created the website and SEO-optimized content, complete with HelloSign e-sign documentation, newsletter subscription, email automation and event/class registration and payment via EventBrite.
Skills: Creative Direction, Copywriting, Web Design, Branding, User Experience, Lead Generation, Graphic Design
Marketing Examples: http://stacybrownmarketing.com/resilient-helix
WEBSITE DESIGN & MARKETING SUPPORT
Since 2018, I have been helping support the external sales teams at UKG with various marketing materials focused on attracting new prospects to special events and webinars across the U.S. I support the various individuals and teams with websites, invitations, postcards, email campaigns, promotional item development, and other marketing strategies. Ongoing maintenance of the websites to keep the event lists up-to-date and other corporate brand messaging.
Skills: Website Development, Creative Direction, Copywriting, Graphic Design, Event Marketing
Marketing Examples: http://stacybrownmarketing.com/ulti
BRAND IDENTITY & SOCIAL MEDIA MANAGEMENT
Created the standard for the Mommee Coffee brand across social media, email marketing, advertising and the website. Developed social communities and brand pages on Facebook, Twitter, Google+, Pinterest, Instagram and LinkedIn. Managed daily social posts, online advertising, and community engagement across all platforms. Created and maintained email newsletter, and contributed to the blog.
Skills: Project Management, Social Media Management, Creative Direction, Copywriting, Branding, Graphic Design, Photography
Marketing Examples: http://stacybrownmarketing.com/mommee-coffee
BRAND IDENTITY & SOCIAL MEDIA MANAGEMENT
Developed the Squirmy Wormy brand to build brand awareness for my children's books, sold on Amazon. Daily management includes developing engaged social communities (Facebook, Twitter, Pinterest, Instagram), writing a weekly blog, activating mom bloggers for advertising and promotion, and inclusion in various children's subscription boxes.
Skills: Project Management, Social Media Management, Creative Direction, Copywriting, Branding, Graphic Design, Photography
Website: www.thesquirmywormy.com
WEBSITE REDESIGN FOR LEAD GENERATION
Responsible for corporate website redesign, which included changing from Drupal to WordPress environment. Hired new staff for graphic design, web design, and development work, while also managing outside agency for enhanced features for the website (Marketo lead generation forms, online calculator, responsive design and ongoing maintenance). Coordinated content writing, blog development, SEO strategies, connection to backend UI, downloadable material development and Marketo/Salesforce integrations. Website now generating almost 1 million users/month, 65 downloads/month, 50 qualified leads/month and 12 blogs per quarter by 9 authors.
Skills: Project Management, Creative Direction, Copywriting, Web Design, Branding, User Experience, Lead Generation Techniques
Website: www.paylease.com (paylease rebranded to Zego in 2020)
SOCIAL MEDIA DEVELOPMENT & EMAIL CAMPAIGN DEVELOPMENT
Spearheaded Social Media Program for Facebook, Twitter, LinkedIn and Google to grow followers, drive engagement and lead generation. After first year, created a position on the team to fully mange social media presence and increase activity across all channels. Facebook growth from 500 to 15,000 in first year, over 600 online reviews to-date across all channels (4.8/5 star rating), 30 qualified leads/month, blog subscription growth and automation and PPC advertising programs.
Skills: Project Management, Branding, Social Media Strategies, Facebook Advertising, Content Calendar Development, Competitive Analysis, Design
Paylease rebranded to Zego in 2020.
Created email layouts in MailChimp, iContact, Streamsend and Marketo for the various types of campaigns targeted at our lead database, existing customers, or business partner databases. Designed graphics, created layouts, wrote content, and designed landing pages as needed in Unbounce. Variety of type of campaigns from upsell, lead generation, co-branded, customer retention, content-based, webinar registration, tradeshow promotion and product utilization.
Skills: Project Management, Graphic Design, Copywriting, Branding, Lead Generation Techniques, Customer Service
E-Commerce Email Automation Program
Developed email marketing programs to generate opt-in emails, promote products and specials, and retarget abandoned shoppers. Generated over $1 million dollars in revenue in the first year of the program. By working with Listrak, we were able to generate a Welcome Series to collect new email subscribers, a Shopping Cart Abandonment series for carts not cleared within a week, and also new monthly Newsletter and Promotional email campaigns to generate additional revenue from existing client base.
Skills: Project Management, Graphic Design, Copywriting, Branding, eCommerce Techniques,
Visual Examples
Website: https://www.environmentallights.com/
Company Rebrand Rollout
Hired in 2005 as the company was transitioning from First American Credco to First Advantage Credco. One of my first projects was to rebrand the company across all printed and digital media. This included print materials, advertising, product sheets, new website, promotional materials, tradeshow graphics, direct mail, email and other miscellaneous pieces. Later rebranded the company again from First Advantage Credco to CoreLogic Credco.
Skills: Project Management, Graphic Design, Copywriting, Branding, eCommerce Techniques,
Visual Examples
Website: https://credcoservices.com/