Tara J Krull Louisville, KY ***** • 303-***-****

adli70@r.postjobfree.com • linkedin.com/in/tarakrull

Executive Summary

Over twenty years of integrated marketing and business management experience including: strategic marketing planning; omnichannel business development and P&L management; 3rd party online sales and business growth; multi-channel digital marketing; CRM, database marketing and loyalty program management; traditional marketing communications, public relations and corporate communications; agency/client service; product management, merchandising, channel development and effectiveness; customer service business management

Multiple industries including: telecommunications, technology, fine jewelry, footwear, automotive, retail hardlines/softlines

12-years of technology and telecom experience

15-years of retail experience including retail chains over 1000 locations

Omnichannel business development and P&L management – including +300% growth in first year; +2000% growth in 3 years

Budget management in excess of $40M

Mix of b-to-c and b-to-b; Fortune 500 and start-up experience

President’s Club Award Winner and President’s Award for Service Excellence Winner Professional Experience

Shoe Sensation, Greater Louisville KY area

Sr Vice President, Marketing and Ecommerce, 08/2017-02/2021 Member of senior executive leadership team responsible for all marketing and ecommerce business management for the company including: integrated marketing planning and execution; ecommerce business/P&L management of shoesensation.com and all 3rd party selling channels; in-store signage and visual merchandising; leadership of customer service organization.

C-level reporting structure with weekly accountability for board of directors reporting and metrics

Developed omnichannel business from ground level to multi-million dollar channel – generating over 10% of total company revenue in year 3. Business growth sustained overall company viability during Covid-19 brick and mortar shut- downs in 2020.

Shoe Carnival, Evansville IN

Vice President, Marketing, 10/2014-8/2017

Core responsibilities included: evolution of digital marketing across all digital channels; CRM and loyalty marketing program development and management; mass advertising media strategy and execution; TV and print brand strategy and production; in- store promotions and events; public relations.

Served in a leadership role to drive all digital marketing initiatives and further evolve the company’s omnichannel business. Task force significantly reduced traditional marketing spend, doubled customer file in 2-years and produced triple-digit online business growth during tenure.

Member of the company’s executive leadership team which included daily C-level interaction and board-of-director presentations.

Sears Holdings, Hoffman Estates IL

Sr Director/Director, Marketing, 07/2010-10/2014

Business unit marketing leadership roles for Fine Jewelry and Automotive business units. Sr Director Marketing, Fine Jewelry

Served as fine jewelry business unit CMO for both Sears and Kmart retail formats/

Responsible for all marketing and online business management across various marketing channels to align with business unit P&L. Work included extensive CRM initiatives as part of SHC’s flagship “Shop Your Way” loyalty program

Business unit one of 2 remaining units in organization generating positive EBITDA during tenure Director Marketing, Automotive

Led all strategic planning efforts for Kmart automotive assortment in 1000+locatiaons nationwide

Managed all consumer local integrated marketing planning and programs for 800+ Sears Auto corproate and franchise stores

Responsible for b-to-b marketing strategy and tactics supporting the Sears Auto Commercial and Franchise businesses Qwest/CenturyLink, Denver CO and Monroe LA

Sr Manager Local and Retail Marketing/Group Manager Small-Mid Business Markets, 09/2005-07/2010 Sr Manager Local and Retail Marketing

Responsible for the development and execution of all localized and competitive response campaigns designed to position company against key competitors throughout the company’s 33-state footprint. Group Manager, Small-Mid Business Markets

Responsible for small to mid business customer local marketing efforts including: competitive threat analysis, opportunity prioritization, CRM/lifecycle marketing and b-to-b brand management. Retail Markets Marketing and Channel Development Manager

Responsible for all store program and marketing development as well as offer and product management for the direct retail channel including real estate development, product and store launches, vendor relations, design and merchandising strategy

McClain Finlon Advertising, Denver CO

Brand DIrector, 02/2004-09/2005

Responsible for strategic account management on the Qwest Retail and Local Markets accounts including: client relations, media planning, core team leadership, creative development and budget management. Univance/Tranzact, Denver CO

Director of Marketing and Product Management/Director of Retail Marketing, 01/2001-02/2004 Director of Retail Marketing

Responsible for all marketing and merchandising strategy, sales communications and retail promotions for the Sears Brand Central wireless phone kiosk business within 107 Sears locations. Director of Marketing and Product Management

Responsible for all marketing and corporate communications strategy and portfolio product management of all voice and data enterprise and consumer solutions.

Qwest, Denver CO

Corporate Communications Manager/Enterprise Business Marketing Manager, 01/1998-01/2001 Two marketing manager positions included the following responsibilities:

Corporate brand development and management of all external communications including PR, TV spots, video production, executive presentations, investor relations conferences and trade shows

Management of creative development, production, budget, media strategy and planning for all b-to-b print and digital marketing

Development and content management of corporate website and intranet Consulting Assignments, Chicago IL

Student Consultant, 9/1996-12/1997

Completed as part of curriculum at Northwestern University

AT&T – Developed customer segmentation and marketing strategy to address underperforming markets

General Mills – Functioned as sales promotion agency to develop co-marketing strategies with Chicago-area supermarket chains

Gillette – Conducted sales data analysis with a major Chicago supermarket chain to develop sales promotion and merchandising strategy across multiple product lines

Targetbase Marketing/MARC Group – Served as account manager at database marketing agency on Honda and Acura brands

Schwarz – Chicago, Illinois

Account Manager, 6/1995 – 9/1996

Left position to pursue Master’s Degree full-time

Account management of all promotional in-store visual marketing for Sears Home Improvement, Brand Central and Automotive departments

Education

Master of Science, Integrated Marketing (1996-1997) Northwestern University, Evanston IL

Coursework included core MBA curriculum with specialty courses including Database Marketing, Brand Management, Consumer Behavior, Sales Promotion Strategy, Research and Statistics, Organization Behavior

Northwestern University scholarship recipient; Ronald B Katz Graduate Student Award of Distinction; Publication Editor for Northwestern University’s Journal of Integrated Communications Bachelor of Arts, Communication and Psychology (1991-1995) Saint Mary’s College, Notre Dame IN

Saint Mary’s College Presidential Scholar; Dean’s List; Varsity Swim Team (team captain); NCAA Woman of the Year Nominee, President Athletic Council; Director’s Award of Excellence Personal

Published work – “A Day in the Life of an Evolving Brand: Qwest.” Principles of Advertising: A Global Perspective, Johnson and Lee Marathons and Triathlons – Completed 25 marathons, a 50k ultramarathon and 4 half-Ironman triathlons President, Saint Mary’s College Colorado Alumnae Association – 2004-2008 Northwestern University Alumni Association

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