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Climbing

Founder & Chief Brand Officer 

Executive

A creative leader who sees the big picture develops strategy and directs execution. Building and empowering teams of Creative Bad-Asses and Content Ninjas. Fueled by laughter and a lot of coffee. 

Strategy & Leadership - branding, brand activation, retail, consumer packaged goods, e-commerce, Amazon, product launch, 360 campaigns, re-branding, partnerships with sales & marketing.

Skills & Expertise - creative direction, strategic direction, video/photo direction, digital, social, rich content, CRM, brand guidelines, packaging, design, UX, affiliate programs

Delivered creative solutions focused on key growth initiatives and new business opportunities while enhancing the $5B Chewy brand.  

• Collaborated with a strategic branding agency to develop the first Chewy sub-brand: Chewy Health. 

• Responsible for the development of Chewy Health brand guidelines.

• Partnered with Chewy Studios to create thumb-stopping, storytelling photo, and video content that drove engagement.

• Built relationships and mentored Junior and Senior Designers, Writers and Content Producers.

Creative Director

Defines and implements the creative strategy for 20 IMPLUS brands across the outdoor, fitness and footwear categories. Reports directly to Chief Digital Officer.

• Partner with internal and external stakeholders to set creative strategy and ensure all creative content is in alignment with company goals. 

• Lead an internal team of 15+ and external agencies to deliver on-brand assets that span packaging, print, point of purchase, digital, social, mobile, video, photography, and copy for a global market.

• Partnered with Amazon and Walmart leaders to develop sales-driven content, resulting in 101% YoY increase at Amazon and 63% YoY increase at Walmart. Built win-win relationships through best practices discussions. 

• Spearheaded the re-stage of the flagship Sof Sole brand based off of consumer insights. Updated brand, packaging and in-store merchandising for over 250 SKU’s, to align with the consumer shopping path, and differentiating Sof Sole from competitors. Resulted in an 8% sales increase while overall category declined by 14%.

• Selected by executives for a core team that re-designed and launched 8 websites in 2018, resulting in a 116% increase in web sales and conversion YoY.

Dan Woodruff is a Founder & Chief Brand Officer at Odin Brand Strategy in Raleigh, NC.

Dan Woodruff

Dan Woodruff

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