Lindsey Johnston
Integrated Marketing Communications | Brand Marketing Manager | Fashion & Retail
Summary
Strategic and innovative marketing leader with 7+ years of experience driving brand engagement, e-commerce growth, and consumer-focused campaigns in the fashion and lifestyle sectors. Proven ability to design and implement cohesive marketing and e-commerce strategies that enhance user experience, amplify brand presence, and deliver measurable revenue growth. Expert in digital marketing, cross-functional collaboration, and budget management with a hands-on, entrepreneurial approach that fosters brand evolution and long-term success.
Experience
Account Manager, Business Development
Zulily / Seattle, WA
- Produced long-term growth plans to differentiate merchandising and address business-specific needs for both brand partners and Zulily. Created editorial curations and marketing opportunities to drive vendor profitability, leading to 3-day events averaging over $1 million in demand.
- Launched the live event ticketing and entertainment category from the ground up, with clients such as Cirque du Soleil, Broadway, and Major League Baseball, bringing in over $100K bottom-line annually with a 29% YoY increase. Managed the launch of geotargeting capabilities in email and on-site.
- Owned and grew a portfolio of Zulily’s most complex accounts, such as Le Creuset and Gymboree, involving product bundles, and multi-channel integrations based on brand objectives and untapped opportunities. Led external and internal team kick-offs; created timelines, reports, meeting agendas, and recaps.
Senior Retail Sales & Merchandising Strategy
Wyld Blue / New York, NY
- Collaborated on the West Village Blowout Sale, achieving 61.76% sales comp growth in September and 72.76% in October, while driving a 152.08% transaction comp increase.
- Support planning and logistics for upcoming brand partnership activations, ensuring seamless cross-team coordination and alignment with company objectives.
- Act as a brand ambassador, aligning in-store merchandising strategies with the luxury brand's aesthetic to enhance engagement and repeat business.
- Mentored new associates, fostering collaboration and elevating overall team performance.
Integrated Marketing Consultant
The Skinny Confidential / Remote
- Authored a comprehensive 49-page Integrated Marketing Communications Plan for an influencer-founded beauty brand, including strategies, tactics, and KPIs to enhance brand awareness and drive revenue.
- Conducted in-depth consumer research and competitor analysis to inform actionable strategies across digital channels, influencer partnerships, and email marketing.
- Provided a strategic roadmap for growth, complete with measurable KPIs and implementation guidelines.
Director of Marketing Communications
GradGov / Remote
- Executed targeted marketing strategies for a community of 13,000+ graduate students, increasing social media engagement by 353%.
- Mentored a 7-person team, driving innovation in event communication and coordination.
- Planned and executed community events, ensuring alignment with digital and in-person engagement strategies.
Senior Manager, Digital Advertising & Brand Partnerships
Rue Gilt Groupe (Rue La La & Gilt) / New York, NY
- Strategically developed campaigns projected to achieve 231% of annual sales goals, contributing $1 million in expected revenue; campaigns were postponed due to COVID-19.
- Managed branded activations for luxury travel and CPG clients, blending storytelling with customer engagement to enhance brand visibility.
- Partnered with creative and merchandising teams to deliver high-impact campaigns aligned with consumer insights.
Account Executive, Integrated Brand Partnerships
Zulily / Seattle, WA
Developed partnerships and campaign strategies with brands overlapping in target audience, such as Warby Parker, Quip, and PepsiCo, leading to over $300K in annual revenue.
Built omnichannel marketing plans to drive brand awareness, maximize brand story, engage current customers, and acquire new customers via strategic media buys, native content campaigns, sweepstakes, exclusive sampling programs, and product placements, leveraging member engagement throughout Zulily’s discovery-based shopping journey, from on-site to in-home.
Spearheaded vendor marketing efforts leading to a 67% lift in social engagements.
Negotiated the first international-only cultural marketing campaign, focused on the Canadian market, exceeding impression goals for the Casper account. Pioneered international onsite A/B testing (branded/teaser copy).
Developed and executed the first paid livestream shopping campaign, with early access across e-commerce via Facebook Live; repurposed video content onsite to further enhance engagement.
Senior Assistant Buyer
Zulily / Seattle, WA
- Curated online sales, selected product assortment, and determined best merchandising presentations utilizing past performance data.
- Managed internal and external relationships, providing key business inputs, reporting, and updates, and identifying opportunities to drive vendor growth, profitability, and business increases.
Education
Georgetown University
Master of Professional Studies / Integrated Marketing Communications
Oregon State University
Master of Business Administration / Commercialization, Entrepreneurship
Washington State University
Bachelor of Arts / Apparel Merchandising, Business Administration
Skills
