JoAnne Paolucci

Promoted and marketed products to build market share and elevate the brand. Customized demonstrations to educate customers on product and generate buzz. Used visual marketing techniques and POP placement to create eye-catching displays. Coached and mentored employees on results-generating marketing strategies. Increased sales 30% by using relationship marketing techniques, product seeding and building partnerships with neighboring retail establishments. Collaborated in the planning and implementation of in-store events and promotions to launch new products and releases.

Planned and executed brand participation in domestic and international eyewear trade shows and events including Vision Expo East and West, MIDO, SILMO, the Harley-Davidson licensee dealer meeting and the SKECHERS annual Pier to Pier Walk. Directed product photography and use of editorial imagery at viva.com to most effectively engage consumers and drive sales. Maintained a consistent and on brand in-store aesthetic, compelling window visuals and a positive shopping experience. Oversaw licensee budget ranging from $200K - $1.5 million for licensed eyewear brands including Harley-Davidson, SKECHERS, Catherine Deneuve and GANT. Directed and produced all photoshoots. Spearheaded a stalled licensee negotiation and gained design approval for an eyewear display, which attracted an unprecedented number of customers and sold out, doubling forecasted sales.

Orchestrated a Samsung MP3 player street promotion in New York and Chicago including flyer and poster distribution in high traffic areas. Planned and executed a Barney's 20th birthday celebration at The Big Apple Circus and a two-day street promotion of Barney's appearance at Toys R Us in Times Square. Managed a national branding campaign for Purell. Lead a campaign and team to promote the Exxon-Mobil brand to 20K consumers daily at a two-day NASCAR event in Las Vegas.

Responsible for planning and organizing the operational, logistical, and onsite activation of all product related events and tradeshows. High profile events included: the Coachella Music Festival, Sundance Film Festival, Revlon Run/Walk, Self Magazine Workout in the Park, the Winter Music Conference. Tradeshows included: MAGIC—the largest international apparel show, the Pool, Intermezzo, Coterie and Action Sports Retailer. Extensive experience working with a range of Licensing partners and Marketing, Creative, Consumer Insights and PR Agencies. Expanded company’s children’s market presence by acquiring Mattel’s Barbie license. Launched retro brand and generated significant awareness with more than 10K impressions at the Coachella Music Festival. Coordinated street marketing teams and other outside agencies for product placement, grassroots initiatives and guerilla marketing tactics. Directed and produced photoshoots.