STEVEN SCHREIBMAN

614-***-****

www.linkedin.com/in/stevenschreibman

@srschreibman

acxexh@r.postjobfree.com

CAREER SUMMARY

Intuitive, strategic, high-EQ marketing/advertising/branding professional with meaningful experience integrating and maximizing communications across all touchpoints for iconic businesses. Brand turnaround specialist. Successful background in advertising, digital, social media, promotions, creative direction, CRM, loyalty, customer segmentation, qual/quant research, Brand Health, store design, and trend spotting. Award-winning, creative, strategic innovator and influencer with proven leadership/managerial skills and positive energy. Original, conceptual thinker and teacher. Keen ability to synthesize and action analytical findings. Astute creator of marketing initiatives in all media.

EXPERIENCE

2015 – Present SHANE CO., Denver, CO

$300 million privately-held jewelry retailer

CHIEF MARKETING OFFICER

Led strategic, creative and executional development of all customer-facing marketing communications

Spearheaded a complete redesign of all touchpoints in all media, creating a new, fresh look and feel for the Shane Co. brand that was both breakthrough and unique to the category

Revamped brand advertising with a focus on creating white space within the jewelry category, resulting in a unique, breakthrough tone/manner. This led to significant gains in online (+45%) and in-store (+8%) traffic and sales

Improved media mix, resulting in significant traffic and sales gains in four test markets without increasing overall spend; currently rolling-out nationally

Grew all social media platforms, generating average increases of +28% in followers on Facebook, Instagram and Pinterest

Oversaw complete redesign and relaunch of the company’s digital footprint, focusing on web (desktop, tablet, mobile), a new app, and advertising. Subsequently brought these experiences to retail

Fielded the company’s first Brand Health Tracking Study, leveraging data to drive new strategies, e.g., increasing the focus on men’s merchandise, generating a +35% increase in business during Year 1

Created fully-integrated campaigns for key selling periods, resulting in the largest revenue-generating campaigns in the company's history drove +12% store comps during Holiday, +7% during Valentine’s Day, and +14% during Mother’s Day, the latter with 98% product sell-through

Significantly strengthened email marketing program through fast testing drove an increase of +5pp in open rates and +15pp in click-through rates by shifting the focus from overall categories to specific items

Introduced enhanced CRM strategies to the company, leveraging Direct Mail to drive increased sales. Achieved 9% purchase rate from first integrated effort

Led redesign of brick-and-mortar store format, incorporating increased technology, social media and improved customer journey. Currently executing beta test

Streamlined the company’s event sponsorship strategy, focusing on more ownable elements and enhanced fan experiences. Rolled-out this new activation with pro sports teams in the NFL, NBA and Major League Baseball

Created in-store events which generated an average of $50K in sales in 3 hours

Inherited a fully-integrated team of 37 professionals, significantly improving work performance and creative output within 6 months

2010 – 2013 FINISH LINE, Indianapolis, IN

$2 billion retailer of sneakers and athletic apparel

SENIOR VICE PRESIDENT, CHIEF MARKETING OFFICER

VICE PRESIDENT, CHIEF MARKETING OFFICER

Set the strategic and creative standard for all omnichannel marketing and communications

Leveraged all touchpoints to drive store traffic, beating mall traffic trends 40 out of 52 weeks after 24 months of declines

Greatly expanded the breadth and impact of seasonal campaigns driving an average revenue increase of +14% per season by extending messaging into exclusive online gaming, exclusive promotional events with key vendors, and engagement-enhancing sharable content

Oversaw CRM/loyalty programs added an average of 2,000K new loyalty program members every year; drove engagement to account for 52% of total store sales (up from 37%) with no increase in budget

Increased overall loyalty member repeat purchase behavior from 35% to 43%; almost doubled first 6-month incidence of repeat purchase from 11% to 21% in one year through a restructure of the loyalty program and Welcome Kit

Led new store design created new concept store which generated an increase in revenue of +21% in a 10-store test; created shop-in-shop concept for Macy’s stores, which helped double revenue vs. LY; led development of outlet store initiative; led design of “showroom” concept

Improved marketing relationships with key vendors, resulting in the creation of a sub-database of 1,250K active customers specific to those brands, and the highest average product sell-throughs in the mall channel (online and offline) for select brands

Championed consumer research, executing the company’s first Brand Health Tracking Study, which helped redefine Finish Line’s communications strategy, resulting in significant increases in all purchase funnel metrics during the first year; also executed the first customer segmentation study, which refined CRM/loyalty/content strategies

Created robust marketing plans around strategic sponsorships, including high-impact work with the Indiana Pacers/Fever organization and Special Olympics

Inherited a team of 26 associates in 2 offices; significantly improved work performance and employee engagement within 6 months

2003 – 2010 NATIONWIDE, Columbus, OH

$24 billion insurance/financial services provider

VICE PRESIDENT, CHIEF CREATIVE OFFICER

VICE PRESIDENT, ADVERTISING & BRAND MANAGEMENT

Oversaw strategy, creation and development of the largest integrated ad campaign in the company’s history, achieving +4pp increase in Unaided Awareness within 6 months of launch; changed the course of insurance marketing in the US and continues to influence new competitive campaigns today

Responsible for the creation and execution of all omnichannel creative output across 32 business units; successfully delivered cross-divisional consistency on all communications averaging 1,200 touchpoints annually

Over the campaign’s 5-year run, generated significant increases in Purchase Consideration, Logo Awareness, Slogan Awareness and Advertising Awareness all critical drivers of sales volume

Recharged new customer profile from “old” and “uninvolved with life” to significantly younger and “willing to try new things” (source: Simmons)

Repositioned and reconcepted Strategic Sponsorships, like the Nationwide Tour (a PGA-affiliated golf tournament), resulting in a +30% increase in on-air support and media mentions, proactive lead generation and increased sales; helped create the NASCAR Nationwide Series, plus other partnerships, including Ohio State University (football), Columbus Blue Jackets (hockey) and Columbus Clippers (soccer); led promotional programs for each

Concepted the first Super Bowl commercial to leverage social media, and oversaw the first-time release of the ad prior to the game. This generated $24 million in publicity, becoming the most talked-about Super Bowl ad of the year. It was awarded Top Ten Ad of the Year by Time magazine and remains one of the most talked-about Super Bowl ads of all time

Managed total advertising budget of $300 million across 8 ad agencies including general market, African American, Latino and Southeast Asian; oversaw contract negotiation and staffing for each

Managed 12-person department; maintained cross-functional team of 104 associates over 5 offices

1998 – 2003 VICTORIA’S SECRET, Columbus, OH

$6 billion apparel/cosmetics specialty retailer

DIRECTOR OF MARKETING

Conceived, developed and executed the Victoria’s Secret CRM/loyalty program, which generated incremental revenue of +250 million over 5 years

Led the strategic vision and execution behind the brand’s proprietary credit card, adding over 4,000,000 new, active customers to the Victoria’s Secret database

Created and executed multi-channel, multi-division Marketing campaigns behind product launches, including the Natural Miracle Bra, Body by Victoria and Desire sub-brands

Integrated marketing/communication efforts across the Victoria’s Secret Lingerie, Beauty and Catalogue businesses, driving cross-platform store traffic and sales

Led the development and execution of Marketing plans for the annual Victoria’s Secret Fashion show, culminating in a promotion that drove comp sales by +45%

Helped manage $50 million media budget and assisted EVP with all P&L responsibilities

Led a team of 3 associates, achieving annual performance increases

1996 – 1998 L’OREAL USA, New York, NY

$10 billion cosmetics/fragrance/haircare company

BRAND MANAGER, L’Oreal Cosmetics and Haircare

Led strategic development and execution behind annual marketing plans for 90-SKU product line

Launched 2 new products, achieving first-year sales of $3 million (10% of total business)

Created strategic framework for all new product development

Restaged and repositioned the nail enamel product line, emphasizing fashion/color (per trend research), resulting in average annual volume increases of +10%

Conceived, planned and executed 6 promotions combining all L’Oreal cosmetics businesses

Oversaw $10 million advertising budget and P&L

Managed 2 direct reports, achieving annual improvement in performance

1992 – 1996 MTV NETWORKS, New York, NY

$2 billion media/entertainment company

MARKETING MANAGER, VH1

Identified, conceived and executed added-value advertising and promotion events for key channel advertisers, including new programming launches, unique on-air content, online initiatives and others

Created off-channel advertising and promotion initiatives for brand VH1, including a loyalty program for 30,000 viewers of the show “Fashion Television”

Part of the core team that developed new tent-pole programming, including “VH1 Honors” and “VH1 Fashion Awards” as vehicles to attract new advertisers

Led the strategic planning process for Marketing

Wrote Marketing plans for an average of 20 new promotions annually

Analyzed competitive trade advertising and developed first-ever trade ad strategy

Managed 2 direct reports

EDUCATION

Pace University, Lubin School of Business, New York, NY

MBA, Marketing

Indiana University, Kelley School of Business, Bloomington, IN

BS, Business (concentration in Marketing/Advertising) Dean’s List

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