Lewis Abercrombie

PACIFIC NORTHWEST GOLF CENTERS /// Consulting project to help define breakthrough marketing strategy for new market entry, defined key value props, product and service positioning, enrolled ownership team and key stakeholders to ensure comprehension and support ● SCOUT HOME GROUP /// Led overall rebranding efforts, refreshing the brand's identity and integration across all consumer touchpoints. Developed annual marketing strategy and SOP to ensure brand cohesion and consistency across extended team members

• Developed integrated marketing strategy, informed go-to-market (GTM), drove organizational alignment around seasonal campaigns ● Responsible for collaborating with Brand Strategy and Customer Insights to commission market research which was vital in developing campaign briefs (voice-of-the-customer) as well as measure campaign effectiveness ● Accountable for overseeing and approving seasonal GTM development by team of Program Managers, including the development and execution of test and learn agendas ● Responsible for seasonal Marketing process and system health, driving increased efficiency and organizational agility using Kaizen and Continuous Improvement methodologies ● Provided coaching, direction, and leadership to a team of five direct reports

● Responsible for developing multi-channel campaigns driving brand awareness, engagement and demand. ● Leveraged customer insights and market data to inform marketing opportunities, driving best-in-class results, and future optimization ● Primary liaison with merchandising teams in support of category marketing strategies; developing product positioning and seasonal campaign integration for key heritage and growth categories (Camp, Hike, Run, Fitness) ● Built innovative Vendor Collaboration program to foster deeper marketing relationships with top-tier brands; led cross-divisional planning and integration between merchandising, marketing, retail and digital platforms; contributing to 41% average growth rate for top-tier vendors

● Developed seasonal marketing plans with sales and executive teams in support of key product offerings ● Collaborated with media team and creative agencies to deliver timely campaign execution, creative and operations management ● Conducted post-campaign analysis with recommendations for future campaign development ● Direct marketing liaison for over 200 sales executives nationwide