Art Director / Creative Marketing Manager
HEYDUDE / Crocs
2019 - 2023Heydude is a global shoe company specializing in extremely comfortable and lightweight shoes.
Make them your go-to for comfort and style.
Built an integrated marketing plan to create an organic customer journey through video, lifestyle photography, visually compelling animations, promotions, selective ad buys, social media, email campaigns, SMS, customer service, celebrity endorsements, and influencers.
Updated the website with new features, UI elements for ease of use, like texture and color swatch searches, more images of the product, diverse lifestyle images, descriptions, honest reviews, and faster page loads.
Ideated, planned, and managed photo and commercial shoots.
Created email campaigns designed on the customer's journey mapping from sign-up to checkout with workflows for lead nurturing campaigns, abandoned carts, post-purchase follow-ups, reviews, and re-engagement campaigns.
Integrated new shipping, tracking, and return procedures into the website, email, SMS, and shipping workflows.
Updated web content and created landing pages along with special promotional elements.
Implemented discount programs for veterans and first responders.
Designed an Amazon storefront to engage more customers.
Created several commercials with our eCommerce partner and shipping partner as they merged as one company, showcasing Heydude as the company succeeding using their products.
Designed campaigns and marketing materials for activations at music and art festivals, fashion shows, rodeos, and sporting events.
Designed sustainable bags, boxes, and hangers for shipping and displaying our shoes. Created marketing campaigns on our sustainability models.
Designed POP, signage, displays, and digital (static and video) content for retail spaces.
Leveled up content marketing using 3d designs, interactive HTML elements, GIFs, and influencer-made content.
Built a system for curating and placing metadata on digital assets from photoshoots and influencer content. Created a brand page for wholesale, retail, sales associates, and colleagues to easily find and download assets.
I overhauled how we used and stored data by testing several CMS and DAM programs and implemented one system with collaborating workflows to help manage our customer's journey along with our numerous assets within various CRMs.
Created better KPIs by utilizing data gained from new programs and AI-powered algorithms. Which, helped increase production on key products along with adding data on where to place ads in new or old markets.
Managed, hired, and mentored a high-performing team, in-house and agencies.
Utilized social media platforms to drive engagement and expand the company's online presence.
Oversaw global marketing assets for retailers and marketing groups in various countries.
Designed creative for our warehouses, office spaces, and corporate headquarters.
Led successful product launches by developing compelling messaging, coordinating cross-functional teams, and implementing effective go-to-market plans
Collaborated with sales teams to develop targeted marketing materials and tools to support their efforts in driving customer engagement and conversion
Oversaw the planning and execution of trade shows/events/conferences ensuring seamless logistics coordination from booth setup to post-event follow-up activities
Monitored advertising/promotional programs' performance against goals/KPIs; made data-driven recommendations for optimization
Increased social media engagement from 2,000 to over 4 million unique followers across all platforms through strategic content planning, community management, and influencer partnerships.
Developed strong relationships with key stakeholders (internal/external), including vendors/agencies/media partners/influencers, etc., to drive successful collaborations
Created compelling sales enablement materials such as presentations/case studies/sales scripts that effectively communicated product value propositions/benefits/features
Evaluated emerging technologies/tools/platforms relevant to marketing activities; recommended adoption when appropriate for increased efficiency/effectiveness
Mentored junior team members, providing guidance/support/training opportunities for their professional growth/career development
Cultivated strong relationships with industry influencers/bloggers/journalists/media outlets, securing positive press coverage/opportunities for thought leadership positioning
Leveraged data analytics tools (Google Analytics/Amazon/Tableau) to track campaign performance/KPIs/metrics; generated reports/dashboards/presentations summarizing findings/recommendations
Spearheaded market expansion efforts into new geographic regions/markets, identifying target segments/customers/partnerships, etc
Developed brand guidelines/style guides/templates, ensuring consistent messaging/design across all marketing collateral/channels