RETAIL MARKETING | portfolio

RETAIL MARKETING
EXAMPLES

To play, press and hold the enter key. To stop, release the enter key.

Managed one of Nike's biggest cross category (men's training, women's training, kid's, and running) retail executions in the Holiday 2012 season focused around Hyperwarm and Cold Weather.
The seasonal retail marketing campaign involved in-store POP elements, retail events, visual merchandising programs, sales associate training programs, and digital/e-commerce support
The in-store execution resulted in a +26% increase (building on a +25% increase in HO11) in Nike base layer sales AND a -10% decrease in Under Armour base layer sales (following a -9% decrease in HO11). Comparing the HO12 results to the most recent season without a cross category retail campaign: HO13 Nike base layer sales increased only +5% and Under Armour bae layer sales grew +5% instead of the previouse two season declines of -9% and -10%

To play, press and hold the enter key. To stop, release the enter key.

Created an elevated shopping experience for the consumer that makes it :
- Easy to navigate the space,
- Easy to understand product features and benefits
- Increases basket size through head-to-toe merchandising.
- Utilized upgraded fixtures, compelling product story telling, and premium POP to influence consumer purchase
Developed a cross functional plan to attack Under Armour at retail through:
- An “always available” inventory program
- Elevated Nike Pro Combat shops-in-shops, directed product assortments, and visual merchandising support.
- Results: a 17 point market share swing in Nike’s favor over the last 12 months; 30% to 60% increase in Nike Pro Combat comp sales in stores with Nike Pro Combat managed shop-in-shops

To play, press and hold the enter key. To stop, release the enter key.

Led the Nike Licensed Retail Marketing team in execution retail marketing initiatives with the NCAA/NFL/MLB leagues and teams:

Team Shops: Managing Nike shop-in-shops in 50 college shops, 32 MLB & 32 NFL stadium shops, and 40+ NFL shops in sporting goods
Print Media: Executing print advertising in NFL/MLB programs
Digital Media: Leveraging MLB/NFL team digital media buys to drive traffic to MLB.com and NFL.com
Team Sponsorships: Negotiate and manage individual team sponsorships with colleges, and all NFL/MLB teams with specific local team marketing executions
Event Activations: Executing retail support of key NCAA/MLB/NFL events (BCS championship, Super Bowl, World Series, Final Four, etc)

Led by consumer insights for more healthy beverage options, this merchandising program was engineered to better engage the diet/light shopper through flexible merchandising
Visual merchandising display generated 4x higher consumer stopping power than traditional product displays

Developed an experiential POP program that increased immediate consumption sales by allowing consumer to customize their Coke bottles
Market tested showed 300% volume lifts in c-store outlets. Successful pilot programs with 7-11, Disneyworld, NCAA Final Four, and Wal-Mart

Developed a set of innovative supermarket product display fixtures to increase immediate consumption sales
Integrated end aisle display allows for product sampling, immediate consumption sales, and take home sales
Patents received for design work

To play, press and hold the enter key. To stop, release the enter key.

Partnered with Champs to support the May 2012 Pacquiao-Mosley fight in Las Vegas

Results: Vegas Champs event resulted in 2 of their top 5 highest sales days in history. 85% of all tees purchased were customized.
Consumer Event: Over 10,000 consumers visited the Vegas Champs door for tee customization and photo booth experiences
Mall Take Over: Drove traffic to the Champs door in Fashion Square Mall through banners and light boxes
Digital Social Media: Connected consumers to Facebook through photo experience postings