University of Minnesota

Babson College

Skills: Stakeholder Engagement · Product Strategy · Revenue & Profit Growth · Social Impact · Digital Strategy · Financial Management · Consumer Services · Customer Segmentation Strategy · Strategic Thinking · Branding & Identity · Channel Growth

Mercury Mosaics

Chief Marketing Officer

- Developed and implemented a formulaic retailer scoring model to rank comparative value contribution between retailers, resulting in increased profitability and improved sales planning efficiency. Leveraged sales, customer profiling, and population datasets to provide critical strategies for directing sales planning.
- Spearheaded a successful multi-million dollar customer appreciation program that boosted customer sales by 20%. Directed cross-functional team to create CRM process that delivered measurable KPIs and enabled accurate tracking of customer performance. Initiated FPA partnership to ensure company-wide investment accountability and drive sales organization growth.
- Successfully executed branded events across 24 markets with 250,000+ attendees. Revamped financial tracking processes to enhance transparency and accountability. Led conversion of event attendees into loyal customers ensuring seamless delivery and optimal customer experience. 
- Led most successful company execution of largest industry branded trade show event resulting in 23% increased attendees, 41% higher impressions and recognition.  Orchestrated scalable campaigns that generated 32% increased conversion including first ever pre-ordering capability, resulting in increased revenue and market share.
- Managed team in leadership of brand flagship galleries and showrooms. Enhanced brand consistency and optimized staffing for increased productivity. Implemented approval process to manage refurbishment and investments with stakeholder buy-in.
- Developed a comprehensive retail display program to attract customers, drive sales, and achieve widespread adoption across channels.
- Leveraged voice of the customer to prioritize channel reseller partners through impactful and scalable marketing campaigns, including creation of enterprise texting communication channel, promotion on company marketplace, and establishment of premier partner program.

Cambria

Vice President Marketing

- Developed and executed comprehensive strategic marketing plans that impacted segment penetration, drove accountability throughout the organization while delivering profitable volume growth.
Launched retail expansion via Nebraska Furniture Mart (NFM) by conceptualizing and delivering the first-ever branded store-within-a-store in just 90 days. Revolutionized retail merchandising displays and created a state-of-the-art showroom experience that set a new industry standard.
- Drove and institutionalized a direct sampling program for trade professionals, previously not offered by the company. This innovative approach resulted in a 72% increase in net new franchise leads, achieved the highest company click-through rate (CTR) of 1.52%, and delivered the strongest lead conversion rates to date.
- Created and launched the Cambria Rewards program to over 1,000 purchasing partners, generating over $1MM of incremental revenue with an impressive 11 to 1 return on investment. Successfully scaled the program by tripling the pilot's size while maintaining strong results.
- Led strategic planning and implementation to drive growth in residential and commercial businesses. Developed advocacy programs, created compelling content, and introduced new tools and programs to stimulate demand and enable direct communication with the channel. Proactively identified new volume sources and prioritized segments to invigorate opportunity and counteract flat sales. Trained and coached the sales team to ensure effective execution of growth initiatives.
- Developed brand identity guidelines with brand hierarchy based on tiered partner status.  Established minimum performance criteria for each level of partner status with metrics to hold Sales accountable.
- Served as lead advocate for They Lied. We Know. anti-vaping campaign supporting philanthropic initiative, Cambria Cares.

Director of Channel Marketing

- Executed secret shop initiative gaining learnings to implicate channel overhaul including realigned dysfunctional retail channel of over 7,000 accounts.  Established tiered requirements and trained sales team with new approach to create 57% reduction in retail partners and more dedicated retail channel.  Also accountable action for distribution partners and lack of initiative.
- Identified, created and launched Premier Dealer Program to recognize and reward retailers with 4-6 times higher sales and best-in-class retail practices. 
- Lead cross functional team to overhaul management for sales-enabling content including process to library and update for internal and external audiences including sales team and exclusive partner network.

Senior Marketing Manager

- Established and led a full-service marketing communications company specializing in integrated, 360-degree marketing and design solutions. Transformed businesses through innovative brand strategies, market research, and consumer insight-driven creative executions.
- Served as a trusted external marketing partner, working closely with client leadership teams to provide strategic consulting on business strategy, profitability, and market positioning. Delivered successful outcomes across diverse industries, including Consumer Electronics, Healthcare, and Employment Services.

h|kmarketingdesign

Founder-Principal

- Managed cross-functional agency and client teams to generate innovative, award-winning advertising campaigns that built brand activism and increased market share.
- Redefined business direction and tiered communication through audience segmentation.   
-Clients under management included Gold’n Plump, 3M Businesses, Steelcase, Rubbermaid.

Martin|Williams Advertising

Account Supervisor

- Led all brand communications for Huggies Baby Wipes including management of multi-million dollar advertising budget with Ogilvy & Mather New York.
- Developed brand architecture, product positionings, communication strategy, creative development and online brand presence.  
- Selected to lead cross functional “speed-to-market” initiative to transfer Baby Wipes success as best practice for all new product innovation.

Kimberly-Clark

- Created effective business solutions for client communication challenges.  
- Generated creative strategies that fostered effective integrated communications for the client as well as a superior creative product for the agency.  
- Managed and communicated all day-to-day account activity between the agency and the client.

Sarah Lien