Kari Simpson

Kari Simpson

Head of Marketing/Sr. Director at Evelyn & Bobbie, LLC

Portland, OR
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Summary

With experience delivering visionary marketing leadership to some of the biggest retail brands —including Gap, Victoria's Secret, Torrid — as well as start-up experience, I am a high-performance executive with a track record of taking companies to new heights in revenue generation, customer engagement, and brand performance.

Take a look through my profile and you will quickly see the value that my background offers. Overseeing national to global programs with multimillion dollar budgets and high-aiming revenue expectations, I have excelled time and again in innovating forward-thinking, data-driven integrated marketing plans that spur immediate and long-range results in customer acquisition, sales growth, and market penetration.

My core areas of expertise include:

• Strategic planning and implementation
• Budgets, forecasts, and KPIs
• Integrated marketing and customer communication campaigns
• Digital/Social/eCommerce Marketing
• Promotions, events, and store openings

My experience is bolstered by an MBA in marketing and MIS and a BBA in marketing, and I am eager to keep pace with the ways that marketing is evolving through changing technologies and customer expectations.

Always looking to expand my professional network, I look forward to connecting with you today! Let’s start a dialogue about the future of marketing—and my place in it.

Experience

2018 Aug - 2019 Feb
Head of Marketing/Sr. Director
Evelyn & Bobbie, LLC / Portland, OR

Created an elevated user experience, while driving customer loyalty and hitting aggressive sales targets for an Intimates start-up.

Created and executed integrated commercial plan promoting revenue generation through engagement of new and existing customers. Guided decision making and forecasting for all promotional activities, and how that was messaged to customers across various platforms. Managed 3rd party digital agency, website marketing, email campaigns, social, and paid media channels.

Managed a team of 7 across marketing, creative, customer service and technology, and member of Leadership team.

  • Drove a 17.3% increase in customer database - due to strategic digital marketing and email plan.
  • Responsible for 50% of sales, 75% of units for 2018 fiscal year; exceeded sales forecast for holiday.
  • Launched customer reviews platform to help with conversion and search - site conversion improved from 0.7% to 1.32%, with a 64% increase in average orders.
2017 Feb - 2018 Mar
Director of Marketing - Commercial Planning
GAP, INC / New York, NY

Served as driving force behind development and execution of integrated marketing strategies promoting revenue generation through engagement of new and existing customers. Guided decision making for all pre-season and in-season promotional activities. Oversaw external media communication, fostering customer connections via email, SMS, social, and paid media channels. Managed one direct report and served as advisor on Outlet-based customer behavior, traffic drivers, field tools, etc.

  • Devised innovative strategies for reaching and acquiring 223k new, high-value customers to brand and channel.
  • Credited for development of integrated marketing plan yielding 30%+ of revenues for key 2017 weekend sales.
  • Member of Gap Outlet Leadership Team, influencing strategic planning at corporate level.
2015 Mar - 2017 Feb
Director of Global Marketing - Customer Experience
Gap, Inc. / San Francisco, CA

Defined hierarchy for seasonal product messaging and established product stories influencing creative concepts and merchandising across all divisions. Directed team across departments in production and execution of global toolkit, delivering cohesive, brand-aligned signage and promotions. Liaised with franchise and to counsel on permanent and seasonal marketing elements by country. Set yearly marketing pipeline calendar establishing milestones by season/flow. Managed global team of 12.

  • Produced $1M+ annual savings by combining in-store and online photoshoots.
  • Earned Blue Box Award for increasing sales conversions through production of on-brand permanent signage and compelling seasonal promotions.
2013 Jul - 2015 Mar
Senior Marketing Manager - International
Gap, Inc. / San Francisco, CA

Managed all aspects of global seasonal marketing program, controlling $4.7M annual budget, leading team of 3 international marketing managers directing execution across Europe and Asia. Supervised team producing all printed materials. Created forecasts, monitored results, and communicated successes and opportunities during team meetings.

  • Met objectives for achieving consistency in marketing across six countries.
  • Championed remodel of database program to enhance creative briefing and tracking.
2012 Sep - 2013 Jul
Brand Marketing Manager - Torrid
HOT TOPIC, INC / City of Industry, CA

Ensured marketing success for company's growing Torrid brand focusing on on-trend plus-size fashion.

Defined and engaged overall brand strategy, promoting consistent execution across creative, visual, and promotions delivered via in-store, online, email, social media, and direct mail channels. Directed marketing elements of new product launches and new store openings. Tracked, analyzed, and reported results against project goals and timelines. Managed brand marketing budget.

  • Rolled out "plug-and-play" toolkit providing blueprint for new store promotional planning.
2010 Sep - 2011 Jun
Senior Marketing Manager
Pacific Sunwear of California, Inc. / Anaheim, CA

Joined U.S.-based retailer specializing in California lifestyle apparel to lead design and deployment of marketing plans.

Managed in-store marketing, brand promotions, and customer communication activities with a focus on maximizing budget and spurring revenue growth.

  • Coordinated "flash mob" across 15 stores to re-engage customer base and promote swim (300K YouTube views).
2007 Jan - 2010 Sep
Marketing Manager
VICTORIA'S SECRET STORES / Columbus, OH

Within best-in-class retailer, charged with maintaining and advancing business position as market leader.

Managed $200M annual marketing budget while executing strategies for marketing for new and existing storefronts.

  • Spearheaded marketing plans for multiple store openings across FL, HI, and CT as well as high-profile locations in NY and MN (Mall of America); led re-opening of Boston store with fashion show viewing party.
  • Created multifaceted plan for Chicago flagship store opening, including integrated traditional and social media, mobile, and grassroots marketing initiatives promoting brand interaction, with plan adopted for opening of other global stores.
2001 Jun - 2007 Jan
Director of Business and Operations - Roxy Brand Marketing and Sales
QUIKSILVER, INC / Huntington Beach, CA

Leader in board sport apparel, part of team to grow the Roxy brand in the junior market.

Managed 5 department budgets, including co-op advertising, totaling over $12M annually.

  • Created business plans and budgets for potential new product categories and sponsorships.
  • Managed market research - created and implemented research projects and communicated results with team.
  • Created events and managed company donations for Foundation and company philanthropy.

Education

2000 - 2001
Loyola Marymount University
MBA - Marketing and MIS / Marketing, MIS

Participated in Comparative Management Systems (CMS) year long program, where we worked in teams, comparing domestic and international businesses, presenting our findings in a thesis; traveled throughout Southeast Asia for 1 month gathering information and data for thesis.

1997 - 1999
Loyola Marymount University
BBA - Marketing / Marketing

Howard and Shirley Jones Scholarship - 1998
Business Affiliates Scholarship - 1998
Dean's List - 1998

1995 - 1997
Golden West College
AA / Business Administration
Graduated with Honors
National Dean's List - 1996
Alpha Gamma Sigma Honor Society - 1996-1997
LOYOLA MARYMOUNT UNIVERSITY
Master of Business Administration, Marketing & Management Information Systems

Master of Business Administration, Marketing & Management Information Systems

| Bachelor of Business Administration, Marketing

LOYOLA MARYMOUNT UNIVERSITY - Los Angeles, CA

Skills