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Marketing Sales

Forest Hills, New York, 11375, United States
April 30, 2018

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doreen crimmins

New York, NY 646-***-****

E-Commerce Marketing Executive Strategic Brand Management Innovator

Dynamic marketing strategist specializing in product and brand management. Creative promotional thinker leveraging innovation and consumer insights to enhance customer experience, brand value and profitability.

Brand Strategy Development •P&L Management •Ecommerce Marketing

Customer Relationship Management •Email Campaigns •Search Engine Marketing (SEM)

Professional Experience

BONDNo9 FRAGRANCES Jan 2018 – Feb 2018

Consultant – Ecommerce/Marketing

Provided assessment of e-commerce website as well as defined a customer acquisition strategy.

Built P&L for the e-commerce business.

Created a working calendar highlighting activity in all marketing channels (site, email, search, display, social)

Collaborated with retailers to insure critical promotional events were confirmed and supported .

SHISEIDO AMERICAS, New York Oct 2017 – jan 2018

Consultant –

Developed and implemented strategies for Shiseido owned and licensed fragrance brands (Hermes, Dolce & Gabbana, Narciso Rodriguez, Issey Miyake fragrances)

Identify opportunities to build business and drive sales and engagement, driving brand goals

Drove incremental sales through the channel using all potential elements of the marketing toolkit including but not limited to promotional pricing, samples, unique product offerings, advertisements, and/or placements

Ensured retailers web and mobile sites, product presentation, ads, and promotional executions all meet the marketing vision for the brand.

Collaborated with retail partners and marketing teams in developing sales driving initiatives, determining focus and providing all creative and informational deliverables.


Executive Director E-Commerce & Marketing, 2011 – June 2017

Responsible for the management and execution of all marketing and digital efforts for prestige Skincare & Makeup brand and e-commerce site –

Realigned declining skin care brand by establishing new brand strategy including redesigning and relaunching e-commerce website, scaling product offerings and expanding social media presence.

Built and managed P&L’s for businesses managed, including A&P categories and allocation.

Create and execute digital marketing calendar supporting new product launches; product campaigns and monthly focus; promotions; awards; via e-mail blasts, homepage refresh and social media.

Drove $500k+ savings in A&P by targeting all marketing efforts to specific products and categories, while optimizing ROI.

Ongoing analysis of performance and testing data and utilizing those insights to improve shopper experience.

Led the implementation of industry first - Live Video Chat & Photo upload functionality, recreating the ‘instore’ experience – online. Results included increased conversion (+5%), higher AOV, frequency of visits and enhanced customer experience.

Optimized long-term customer relationships, including developing a customer loyalty program, enhancing direct to consumer segmentation strategies (email, mobile, direct mail, etc.) and all incentive-based promotional initiatives.

Defined and monitored success of all programs, customer segments and campaign levels for each category.

Created and maintained a formal reporting process to update and share findings with cross-functional partners regarding corporations only pure play business.

Recognized for achieving business planning and revenue goals with small agile team mindset.

Hired and directed external teams: Email Provider, Affiliate Agency, PR Agency, Search Agency, Engineers, Web Developers, Designers, Photographers, and Influencers.



Director E-Commerce, Lab Series Skincare for Men & Designer Fragrances 2006 - 2011

Day-to-day oversight of multiple website businesses in the Estee Lauder portfolio: Lab Series Skincare for Men, Donna Karan Beauty, DKNY Fragrances, Sean Jean Fragrances, Tommy Hilfiger, Mustang

Led internal and external teams in pioneering the successful build and launch of first e-commerce business for Estee Lauder in the men’s category – Lab Series.

Project group leader on e-commerce site design and build for Lauder licensed fraqrance brands: Donna Karan, DKNY, Sean John.

Directed implementation of all marketing activities on sites (offers, promos, sampling) to drive revenue and brand goals.

Partnered with Men’s Health, Thrillist and GQ in developing brand-building events & promotions.

Collaborated with global marketing teams to drive strategy and execute brand consistency and high impact launches in all markets, distribution channels and websites.

Consistently leveraged best practices (e.g., A/B testing, value propositions, sampling, exclusives) that ensure sites delivered exceptional user experience.

Led development of Auto Replenishment functionality & Loyalty programs for various segments which led to increased AOV and frequency of purchase.

Managed all key relationships, established new distribution channels, and opened new revenue streams for in-house and licensed brands.


Director Global Marketing, Donna Karan 2004 - 2006

Directed all aspects of global product marketing including defining strategic objectives, 3-year action plans and developing marketing calendar.

Provided marketing insights and developed strategies to support and grow key business initiatives within the Donna Karan Beauty franchise.

Collaborated with DK Creative Team and Fragrance Houses in conceptualizing, evaluating and approving new fragrances and body products to bring to market.

Led planning and oversaw marketing execution, including collaborative planning, goal setting, creation of briefs for season, stories and campaigns

Ensured cohesive, omni-channel storytelling through on-brand creative and effective channel strategies that deliver upon the brand’s marketing and advertising objectives

Directed the development and implementation of the public relations strategy, partnering with our agency to drive excitement and awareness of our brand across media outlets, influencers and events

Led cross-functional teams (Product development, R&D, Design, Packaging) in developing new products, in line with brand and financial objectives.

Partnered with the Licensor’s Growth and Creative teams to ensure all marketing activities are on brand and consistent across every touch point

Directed outside vendors in the creation, approval and purchase of promotional textile items for global commercial use with the Donna Karan brand.



Director Marketing & Sales, Lalique Parfums

Management of the fragrance business of prestige French crystal company.

Developed global marketing strategy in collaboration with parent company in Paris; successful implementation of brand vision in North American market.

Built and managed U.S. P&L, setting spending priorities and categories.

Increased sales and brand awareness by implementing direct mail, rewards programs and cross-merchandising partnerships with crystal division.

Managed retailer relationships and led expansion of distribution in US in tandem with a US Sales Agent, which led to new revenue streams for the brand, and elevated brand awareness.


Bachelor of Science (BS), Marketing, FASHION INSTITUTE OF TECHNOLOGY, New York

Strategic Marketing Symposiums, THE WHARTON SCHOOL, Pennsylvania

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