Whether I am the pioneer and leader or a contributor, any project I am a part of I give it my all.
It is always my goal to leave a lasting impression along every step of my career.
These projects have changed the trajectory of the businesses and the consumers they serve.
SKINCARE DIVISION
DEVELOPMENT
VP OF GLOBAL MARKETING AND BRAND GROWTH - HOUSE OF CHEATHAM
House of Cheatham has been a leader in the multi-cultural haircare market for over 100 years. In 2021 the formally private company was sold, and is now a private equity portfolio company. The new management increased the goals to $150 million from a $25 million starting point upon my hiring.
I knew new markets, consumers, products, and categories were going to be necessary. I am developing and leading the company's next big brand catering to Generation Z. This brand will take HOC into the next 20-30 years.
**brand cannot be disclosed currently**
METAVERSE BRAND
INTEGRATION
INDEPENDENT WORK
GCDS is a culture/streetwear fashion company that wanted to get ahead of their competition by providing an immersive experience for their customers to view their latest collection within the metaverse. I was hired as a consultant to the project and oversaw the creative direction, marketing, and implementation.
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NEW PRODUCT
MANIFESTATION
When I took over brand management, Aunt Jackie's hadn't launched new product for 5 years. I understood that in order to grow our market share we needed new products. After a strategic consumer study, I curated new product offerings that catered to the gender neutral consumer, the clean beauty consumer, and the consumer with wavier textured hair as opposed to our traditional kinky textured consumer.
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GLOBAL MARKETING BRAND & PRODUCT DEVELOPMENT DIRECTOR - AUNT JACKIE'S
INTERNATIONAL EXPANSION
In an effort to open more doors internationally, I developed a world tour push program that highlighted various key retailers in the given markets that we sought to drive business into. We were able to expand our current shelf space at Clicks in South Africa to being the number 1 beauty brand they carry, open new doors with Super Drugs in the UK, and open new markets such as Amsterdam and Brazil.
GLOBAL MARKETING BRAND & PRODUCT DEVELOPMENT DIRECTOR - AUNT JACKIE'S
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E-COMMERCE DEVELOPMENT
TJ Maxx has always been a leader in the off price brick and mortar space, but was slow to join the digital landscape of retail. After completing their rigorous merchant training program, I was hired into a special projects team to curate and launch TJmaxx.com. A true highlight of my career!
SR. E-COMMERCE PLANNING & ALLOCATION ANALYST
CELEBRITY PARTNERSHIPS
Aunt Jackie's had championed being a product loved by the consumers, but in order to gain the appreciation and support of the stylist community we worked with celebrity stylists and A list influencers such as Felicia Leatherwood to produce content under a campaign called ProTorials as well as participate in cross promotional productions such as The Look All Stars.
GLOBAL MARKETING BRAND & PRODUCT DEVELOPMENT DIRECTOR - AUNT JACKIE'S
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TRADESHOW PROGRAM
DEVELOPMENT/DESIGN
DIRECTOR OF GLOBAL BRAND & BUSINESS DEVELOPMENT - AUNT JACKIE'S
The brand had never done any formal tradeshow appearances. In order to efficiently meet a number of new customers, we needed to develop an effective b2b and b2c tradeshow plan.
I strategized a plan to hire, educate/train, and manage a year long tradeshow tour:
150 Shows
4 Countries
97 Cities
320k consumers
VIRAL INFLUENCER TRIP
GLOBAL MARKETING BRAND & PRODUCT DEVELOPMENT DIRECTOR - AUNT JACKIE'S
It was important for me to make Aunt Jackie's into a lifestyle brand. Beyond the scope of the product I wanted the consumer to feel like they are living their best life! We took 20 influential people across the map on a trip that will be forever remembered by many! There we tackled community service projects, had an educational self-care spa day, and of course had so much fun bonding over curl chats and sisterhood!
APPLIANCE PROMO PROGRAMMING
SR. MARKETING ANALYST PRICING AND PROMOTIONS - THE HOME DEPOT
I spearheaded a special project that sought to maximize margin while growing the profitability of the category. I developed a methodology and system to forecast and calculate quick promotions in real time contingent upon inventory, historical pricing, legal boundaries, and margin. The Special Buy promotional program is still ran at Home Depot today.
NEW STORE CONCEPTS
BUYER (LUXURY) - PARADIES LAGARDERE
I was tasked to fill a void in our long term goals for the international terminals of the airports we served. I developed a boutique concept to include luxury brands that the international consumer knows and loves. This chain of stores is known today as Corsa Collections and can be found in major airports all over the world.