Career History
| kellyefisher_resume.docx |
Kelly E. Fisher
925.548.2078 | www.kellyefisher.com |[email protected]
Brand and Marketing Manager
• Create Brand Strategies
• Sales and trend analysis
• Competitive Analysis
• Selling Initiatives
• Merchandising Strategies
• Pricing and Promotion Development
• Consumer Insight Development
• Marketing Campaigns
Experience
Peet's Coffee
Sales Planning Manager February 2017-Present
• Leads go to market strategies, identifies business insights and opportunities, key drivers & trends to drive incremental volume, share, and profit
•Owns and manages the financial forecast and P&L
•Create channel and customer strategies focused on pricing, consumer/trade promotion, assortment and merchandising
•Work cross functionally to develop products and merchandising opportunities best suited for specific target markets
Retail Marketing Global Program Manager June 2016-February 2017
• Global positioning of major initiatives including the launch of Google shops in Best Buy Canada
• Developed global go-to-marketing strategy for retail product positioning, consumer purchase journey, conduct competitive analysis, manage budget and KPIs
• Developed global positioning, partner relationships, consumer purchase journeys, and channel marketing campaigns for store executions
• Created brand guidelines for Google in a retail environment
• Streamline communication and project management functions amongst x-functional teams including execution, product, and design teams
• Build and track timelines for launch across Marketing, Design, Training, and Production functions
• Developed financial model and coordinated budget management
Target Corporation
Executive Team Leader – Salesfloor Merchandising; San Francisco, CA January 2016-June 2016
• Provides strategic vision for $75M P&L with 9 direct reports and a team of 200+
• Launched and led strategy and process for apparel category merchandising team, sales +20%
• Led seasonal growth strategy in SF urban market, $15M+ by managing cross-functional teams
• Through new style innovation and consumer insights, increased apparel & accessories categories by 30%
• Developed merchandising training tool and program that is utilized in Northern CA 62+ stores
• Bay Area campus recruiting team
Executive Team Leader – Salesfloor; San Francisco, CA February 2015-January 2016
• Provided strategic vision for $75M P&L with 4 direct reports and a team of 200+
• Managed seasonal growth strategy +126% by collaboration with buyers and merchandisers
• Developed merchandising training tool that is utilized in Northern CA
Executive Team Leader – Logistics; San Francisco, CA February 2014-February 2015
• Led process and workflow optimization resulting in increased productivity by 25%
• Coordinated with HQ on marketing efforts and freight flow to increase sales by 15%
• Lead merchandising team to support planned merchandising strategies and supplemental sales efforts
Executive Team Leader – Hardlines; San Francisco, CA July 2013-Feburary 2014
• Opened SF CityTarget and worked with unique store process teams to open new store formats
• Increased in-store traffic by 10% by developing and executing retail marketing plan
• Identified buyer trends and seasonal sales leading to new omni-channel digital marketing test
Executive Team Leader – Hardlines; Fairfield, CA May 2011-July 2013
• Taught a brand management class to Group leadership, focusing on consumer buying behaviors and promoting consumer brand relationships
• Led consumer research grocery sales retrofit which increased sales by $2M in 52 stores
• Instituted retention strategy that is now utilized to develop, retain, and promote Millennial leaders
Saint Mary’s College Office of College Communications, Moraga, CA July 2010-May 2011
Advertising & Communications Specialist
• Managed development, production and distribution of promotional and collateral materials to support planned marketing initiatives for clients
• Content strategist for “Campus Bulletin” an internal publication reaching 4,000+ readers
• Implemented integrated marketing plans and extended core communications strategies
Iron Speed, Inc., San Jose, CA
Public Relations Coordinator May 2010-October 2010
• Engaged new press contacts and relevant online publications to distribute press releases
• Generated 5 product reviews and article features in industry websites
• Programmed (HTML) articles, case studies, and web pages for corporate website
Assistant Marketing Manager June 2008-September 2008
• Created “link building campaign”; improved SEO and increased number or organic leads and overall site
• Identified top advertising performers resulting in an increase number of website and customer leads
• Grew social media outlets (Facebook, Twitter and LinkedIn) by 200%
Education
Saint Mary’s College of California, Moraga
MBA: Concentration in Marketing May 2013
