KRISTIE ALLEN

972-***-**** act8q7@r.postjobfree.com linkedin.com/in/kristieallen

STRATEGIC MARKETING PROFESSIONAL

Senior Marketing and Merchandising Professional known for driving online and offline retail programs leading to more than $2.6M in attributed sales. Collaborates cross-functionally to build strategic partnerships to increase market penetration by as much as 64%, as well as create new global brand and product concepts, value propositions and go-to-market plans. Leverages quantitative research to understand consumer behavior and identify digital opportunities. Manages talent and financial resources, including team of 12 professionals and budget of $56M.

Omni-Channel Marketing - P&L Management - Budgeting - Cost Savings - Retail - Telecom Account-Based Marketing - Merchandising - Branding - Strategic Planning - Mobile Apps - Consumer/Product Insights Project Management - B2B/B2C Marketing- ROI Optimization - Product Launches (GTM) - Campaign Management - CPG CAREER HIGHLIGHTS

• Managed go-to-market strategy for Samsung phone launches with national US retailers with a 97% success rate within the first three days of deployment, representing ~8,500 doors across Costco, Walmart, Sam’s, Amazon, NFM, and Target.

• Collaborated with Samsung business development and planning teams to build strategic partnerships that increased market penetration 32%, expanded market share to 65%, and created market sustainability for the CPO product line.

• Teamed with Search Agency to drive a 30.3:1 ROAS, increasing attributed sales by more than $2.6M.

• Worked with cross-functional teams in Korea to create new product concepts, strategy, value proposition, and go-to- market strategies that were adopted globally, lifting worldwide penetration by 64% and associated sales by 32%.

• Grew Samsung Galaxy Store user base 10x, increasing downloads 10X+ and associated revenue 25%+ year-over-year on Amazon.com.

• Developed and implemented consolidated tradeshow processes and logistics SOPs for Monitronics International, saving close to $100K in hard costs alone, leading to the most successful tradeshow in company history.

• Completed quantitative research to define insights for Texans Credit Union that led to a 110% increase in consumer usage of digital and mobile ATM’s.

PROFESSIONAL EXPERIENCE

CITRUSAD – ST. PETERSBURG, FL 2022-2023

Director of Digital Advertising Sales, AT&T & Petco Connected advertisers to retail audiences and experiences to drive conversions. Currently oversee the AT&T.com Mobile Accessory category and Petco.com Supplies and Companion Animal categories.

• Provided e-commerce retailers with a SaaS digital advertising platform that unleashed the potential of an online shelf space.

• Created marketing solutions that delivered a 68% SOV (Share of Voice) to clients in a highly competitive vertical.

• Drove revenue and omni-channel partnership growth opportunities by delivering $650K in media partnerships within the first 6 months.

• Created custom digital marketing campaigns that drove an average ROAS of 346%+ and conversion rate of 8%.

• Developed a cross functional account tracker that increased productivity and accountability.

• Collaborated with cross-functional teams to review market analysis, industry trends, competitor activities and emerging opportunities to ensure client’s objectives were met and seamless execution of advertising campaigns. AMAZON VIA HARVEY NASH – SEATTLE, WA 2021-2022

Retail Operations Manager, Offline Retail (US,CA,MX) Directed tactical and strategic initiatives and projects for Offline Retail Operations, including the development of comprehensive project plans; accountable for full SOW for 3PL, including identifying potential issues, developing contingency plans, and managing budgets ($5M).

• Served as operational lead for Offline Retail marketing and merchandising operations, and merchandising deployments which resulted in a 98% success rate.

• Directed 3PL merchandising deployment and worked closely with Field Sales to address repair/maintenance issues, increasing our efficiency by 80%+ during product launches.

• Worked cross-functionally to build out 3PL SOP, Central Warehousing, Inventory Management and R&M program which increased our productivity and efficiencies in market by 92% and cut cost by $1.2M. Digital Marketing Manager, Offline Retail (US,CA,MX) Support all campaigns and online content across the Amazon Devices Offline Retailers (including but not limited to site merchandising, display, search, social and email)

• Developed and executed comprehensive digital marketing strategies that drove $72K in Amazon device sales in the retail space.

• Optimized customer experience on retailer websites including detail page content, brand pages, and digital placements with quality content, including but not limited to videos, rich media, ratings, and reviews which resulted in a 26% increase in online traffic.

• Analyze results against KPIs, manage work back schedules, track key milestones, traffic creative assets and analyze reporting.

SAMSUNG ELECTRONICS AMERICA – PLANO, TX 2013-2020

Product Marketing & Merchandising GTM Manager, National Retail Led National Retail Marketing for clients such as Costco, Target, Walmart, Sam’s, Microsoft, eBay, Amazon, and Nebraska Furniture Mart. Worked with agency partners to creatively conceive, develop, and implement promotions and new product launches as well as digital and in-store marketing, brand and merchandising strategies.

• Directed tactical and strategic initiatives and projects, including the development of comprehensive project plans; accountable for full SOW, including identifying potential issues, developing contingency plans, and managing budgets

($50M).

• Served as operational lead for retail marketing and merchandising operations, directing Account Team Ops, Marketing Ops, Retail Merchandising, Retail Fixture Development, Finance, Digital and In-store Marketing, and Merchandising Deployments for all National Retail Accounts across the US.

• Directed deployment and repair/maintenance via SRMS, Fixture Design, and Retail Operations teams ensuring retail space was at 98% accuracy prior to iconic product launch.

• Worked directly with retail partners and sales team to determine viability and profitability of the first Samsung SIS (Store in Store) opportunities, in a Retail Space including partnering with sales finance to determine ROI and feasibility, collaborating with legal to draft partner contracts, and engaging fixture development to design, build, and install the SIS concept. This project garnered a total budget of $6.2M and exceeded sales goals by 32%.

• Responsible for driving GTM end to end launch operations for all product launches and marketing campaigns with multiple workstreams and brand strategy for Samsung phone launches with national US retailers with a 97% success rate within the first three days of deployment, representing ~8,500 doors across Costco, Walmart, Sam’s, Amazon, NFM, Target and regional retailers.

• Responsible for initiating, developing, coordinating, and executing Product Marketing Launch materials for Samsung retail partner product launches. This includes collaborating across multiple Samsung groups, creative agencies as well as frequent interaction with the retailers in order to develop comprehensive go-to-market plans including the creation of product marketing launch materials, launch plans, and retail materials required for launch.

• Increased revenue by 4% YOY by collaborating with Samsung’s top revenue-generating retailers to develop social, direct, online, and in-store marketing and brand strategies and business building efforts.

• Partnered with the National Retail Sales team to develop promotional roadmaps, negotiate sales and marketing term sheets and budgets, and analyze seasonality and trends in the market to adequately predict future growth and sales.

• Collaborated with Samsung business development and planning teams to build strategic partnerships that increased market penetration 32%, expanded market share to 65%, and created market sustainability for the CPO product line.

• Teamed with Search Agency to drive a 30.3:1 ROAS, increasing attributed sales by more than $2.6M. GALAXY Apps & GALAXY Gifts Merchandising Manager

Proved vital to the development and management of the GALAXY Apps storefront for the US market, including the feature roadmap, merchandising strategy, app selection, and curation for Samsung smartphones and tablets.

• Led program development of the Galaxy Store and its experience for Samsung mobile devices and tablets in the US. Emphasized differentiation and the end-user experience while leading the product lifecycle from concept to launch and managing app client development, store curation, visual design, and analytics.

• Generated product launch go/no go checklists and created detailed contingency plans. Provided project and product updates to management, including tracking progress, results, issues, and mitigation recommendations.

• Teamed with technology partners, developers, and agencies to identify partnership opportunities for Samsung products and services, growing YOY revenue 30% through highly effective joint marketing programs.

• Worked with cross-functional teams in Korea to create new product concepts, branding, strategy, value proposition, and go-to-market strategies that were adopted globally, lifting worldwide penetration by 64% and associated sales by 32%.

• Grew Samsung Galaxy Store user base 10x, increasing downloads 10X+ and associated revenue 25%+ year-over-year on Amazon.com.

Related Experience : BlueWater Marketing, Monitronics International, Mercedes Benz, Vision 369 Design, Texans Credit Union, 7-Eleven, Inc., Lane Gorman Trubitt, LLP.

EDUCATION

M.S. in Human Resource Management - AMBERTON UNIVERSITY – EXPECTED COMPLETION 2025 B.A. in English - OKLAHOMA CHRISTIAN UNIVERSITY

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