Résumé

Entrepreneurial e-commerce and marketing leader who loves building brands and delighting customers. Excels at translating insights and trends into business opportunities. Seasoned storyteller with a passion for creating connection and building community. Experienced in executing strategic integrated full-funnel marketing campaigns and problem-solving in ambiguous environments. Collaborative leader skilled at developing talent and motivating teams.

Work Experience

Founder & Director, The Village Haberdashery

February 2012 - Present

The Village Haberdashery was a London-based omni-channel retail destination providing classes, supplies and inspiration for a creative lifestyle.

As founder and director of The Village Haberdashery, my achievements include:

  • Founded a category-defining premium omni-channel retail business in the £3.4 billion UK craft sector.

  • Successfully closed equity crowdfunding campaign, scaling business operations and doubling revenue.

  • Responsible for managing business P&L, including various budget lines and statutory reporting.

  • Leveraged customer analytics, insights and trends to create business opportunities to meet and exceed revenue and profitability targets

  • Designed and built e-commerce storefront, continuously optimizing the user experience and merchandizing strategy to improve the customer journey, conversion rates and LTV

  • Created and executed a full-funnel marketing strategy to grow the brand via social media, paid media, email, affiliate marketing, SEO and community relations

  • Developed a retention strategy that leveraged CRM segmentation data and cohort analysis to improve key customer metrics

  • Managed all direct-to-consumer marketing communication campaigns and automations throughout the customer lifecycle including email and SMS

  • Produced or oversaw creation of all photography, video and copy for social media, email newsletters, blog posts and in-store promotions

  • Evaluated, negotiated with and onboarded dozens of local and international suppliers to curate a unique product mix and a profitable pricing strategy

  • Hired, managed, trained and motivated a team to provide a personalized, customer-obsessed online and in-store experience

  • Designed and project-managed the fit-out of a 1500 sq ft retail shop and class studio from the ground up

  • Developed a program of hundreds of creative workshops, events and pop-ups designed to educate, engage and inspire customers

December 2004 - April 2014

MSL Group is a global network of public relations companies owned by French multinational Publicis Groupe.

  • Promoted four times in ten years from Assistant Account Executive to Associate Director.

  • Created strategic external communications plans for emerging growth B2B and B2C technology brands in the US and UK

  • Executed on a wide range of marketing programs including media and analyst relations, event management, brand marketing, social media campaigns, content creation and influencer and customer relations

  • Led public relations, brand marketing and influencer relations campaigns for US coupon website RetailMeNot.com, growing the brand from start-up to market leader and $90 million acquisition (2010)

  • Managed PR agencies across Europe for clients to provide cohesive campaigns in key markets

  • Spearheaded strategic business development initiatives for the UK technology practice group to support overall business goals

  • Developed high performing client teams, providing career guidance, training and mentorship for direct reports

Associate Director, MSL Group

March 2002 - September 2004

  • Represented high-profile authors and delivered national public relations campaigns to support book launches

  • Managed all aspects of publicity for national author tours and secured national and local print, online, television and radio coverage

  • Created press materials, including galley letters, press releases, praise sheets, and tour sheets

  • Escorted authors to New York media interviews and bookstore events

  • Oversaw the creation of media lists and coordinated and executed warehouse mailings

  • Worked with cross-functional teams to meet and exceed publishing timelines and sales targets

Publicist, Penguin Random House

Program Manager, Bureau of Education & Research

September 2000 - August 2001

  • Managed all presentation and registration elements for 130+ professional seminars across North America

  • Worked with hotel and conference staff to ensure proper set up of seminar rooms, food and beverage orders and on-site audio and visual equipment

  • Traveled by car and plane to a different city each day and problem-solved travel-related issues

  • Registered and welcomed participants to each seminar, providing customer service as needed

  • Handled all on-site transactions and completed all necessary paperwork including a summary of each seminar, continuing education credits for participants, evaluations of seminars and travel schedules

  • Negotiated contracts with hotels and convention centers and coordinated daily travel throughout North America

Volunteer Experience

March 2021 - Present

  • Weekly volunteer at the Ballard Food Bank, processing donations, stocking shelves, assembling home delivery bags and assisting clients

  • Developed a strategy to increase donation drives including internal posters, marketing collateral, a media and community outreach plan and internal processes to ensure repeat drives

  • Produced peer-to-peer donation campaign and donation drive toolkits with posters, marketing assets, fact sheets and tips

  • Created step-by-step instruction guides for use in onboarding volunteers onto new software systems

Ballard Food Bank

March 2021 - Present

  • Member of the ACLU’s People Power texting team working to message voters across the country to support issues that have a direct impact on our communities

  • Participated in hundreds of grassroots campaigns and managed thousands of messages and responses in each campaign

ACLU