Evergreen Content Creation - New Arrivals
In my consultation work for Reebok’s European business, I’ve identified more than 45 evergreen product storytelling opportunities which I’ve implemented across channels and onsite in order to support sell-through of full-priced product during a commercially-charged year due to COVID-19.
Cyber Week strategy and execution
From 2018-2019 I was responsible for managing Reebok’s eCommerce promotional strategy for Black Friday and Cyber Monday. These two shopping holidays are the largest revenue-driving days of the year in the US market.
Promotional A/B Testing
I drove strategy and execution for a variety of A/B tests throughout 2018 and 2019, through Reebok’s paid social and email channels, as well as through onsite lightboxes. In collecting data that illustrates consumer behavior, I have been able to validate hypotheses and establish best practices for increasing click rates and conversion rates.
Amazon Prime Day strategy and execution
Prime Day is a relatively new shopping holiday that has grown massively not only for digital giant Amazon, but also for retailers of all kinds. I was tasked with building a promotional cadence that would capture the attention of Reebok’s shoppers in the midst of the aggressive promotional shopping environment spurred on in the US market by this holiday.
Email acquisition program strategy and execution
In July 2018, Reebok ran a week-long promotional series featuring exclusive partner giveaways and onsite offers, with the goal of driving email acquisition and increasing engagement of existing VIP consumers. I led the program strategy (including offer cadence and offer depth), managed the creative briefing and feedback process for all onsite materials and program emails, and executed all onsite acquisition and promotional activations.
Employee engagement platform strategy
In 2017, I drove the development of an internal engagement platform titled “Better Together.” The program’s goals were to uphold the company’s tight-knit corporate culture, offer employees the chance to give upward feedback to brand leadership on the future of the brand, and promote transparency by inviting the company’s leaders to speak at monthly face-to-face meetings. The program leveraged six different types of engagement opportunities to bring a sense of structure to the corporate atmosphere during a period of chaotic change.