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Integrated Marketing Manager

Marketing & Sales

Inspired marketing leader with 15+ years in brand building and strategic marketing across various industries and successful companies. I have a passion for developing integrated customer experiences and creating unique, industry leading marketing campaigns. My best days are when I get to lead a team of bright minds with high energy toward a shared and clear goal, lighting up an entrepreneurial perspective that allows for exploration and a fail-fast approach. I have a strong capacity for communication, collaboration, leadership and engagement, fostering and maintaining productive relationships and mostimportantly, having some fun along the way.Marketing Strategy + Go-To-Market +

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

MARKETING CONSULTANT

• 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

INTEGRATED MARKETING MANAGER

●  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

INTEGRATED MARKETING PROGRAM MANAGER

Managed global wholesale marketing efforts across channels, strategic partnerships, events, and retail
platforms. Contributed to 42% company-wide growth (YOY '11-'12)
●  Developed new category launch methodologies that outperformed sell-in and sell-through projections
(Outerwear & Swim)
●  Launched wholesale specific support programs including POP/Fixtures, MDF and Key Account program,
contributing to 37% increase in wholesale sales in program launch window
●  Developed 2-year strategic roadmap emphasizing customized activations, sell-in & sell-through tools and a new strategic planning cycle. Project was key to business performance and building a foundation for future
success

MARKETING MANAGER

●  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

MARKETING COORDINATOR

Lewis Abercrombie is an Integrated Marketing Manager at VARIOUS COMPANIES in Seattle, Washington.

Lewis Abercrombie

Lewis Abercrombie

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