Brand Management, Marketing Professional, Sourcing Specialist

KAYTI MILLER HYLDEN

612-***-**** *****.******@*****.***

https://www.linkedin.com/in/kayti-miller-hylden-brandingandmarketingprofessional

Accomplished program, merchandising and marketing management professional with extensive experience in developing, leading, marketing and managing high visibility programs and campaigns. Expertise includes brand and product development, management of media mix, vendor matrix, cost negotiation, and strategic partnerships. Successful track record of leadership in assisting clients align marketing strategies and sales with business objectives to produce measurable results.

PROFESSIONAL EXPERIENCE

Hong Kong City Toys, Minneapolis, MN 2008 – Present

Sr. Brand Manager

Responsible for strategic planning, product and business development and management of multimillion dollar Fortune 100 brands, including Target, PetSmart, Michaels, Walgreens, Chewy,com and influential luxury pet boutiques.

Oversee timing and action, provide forecast and inventory analysis and present development and product line recommendations for customer base.

Sales manager at high profile pet trade shows driving brand exposure and new client business in apparel and toys by an average of 44% annually.

Elevate existing client relationships and strategically develop new opportunities resulting in yearly increases in customer base by 35% and sales of 15%.

Develop and manage $10MM+ private label and owned brand programs for cut and sew pet accessories and children’s toys categories.

Analyze and present quarterly trend and financial reporting by brand. Highlight marketplace opportunities for growth, and fluctuations in international exchange rates to reduce negative impact to sales and margin.

Manage marketing and promotional initiatives across multiple mediums including national publications and brand websites.

Develop and maintain website content for Target.com exclusive product.

Recognized as Target vendor of the year award for children’s toy category, 2012

Consistently exceed vendor performance and execution goal requirements, via annual vendor report cards.

Target Corporation, Minneapolis, MN

Target Sourcing Services, Product Manager: Pets / CPG / HBA / HIA / Toys 2004-2008

Led strategic planning, sourcing of global matrix and execution of $125MM worth of merchandising programs. Managed extensive vendor matrix, maintained product design and development timelines, negotiated cost and collaborated with cross functional teams on new opportunities for sales growth.

Oversaw $73MM pet category reinvention including developing exclusive brand collections from Isaac Mizrahi, Woolrich, Shabby Chic and Eddie Bauer.

Pioneered import process for owned brand consumables line including sourcing of international vendor matrix, performed test kitchen analysis and managed cross functional team including packaging, in-store marketing and advertising for program launch. Resulted in elevated guest perception of owned food brand, increased sales 168% in the first year alone and was the catalyst for the owned brand import expansion for the corporation.

Negotiated vendor costs, increasing margin in owned brand merchandise by 15% and drove a 43% increase in sales from the previous year.

Developed and executed contingency strategy for a $50MM high risk commodity program which is still implemented today saving millions for the category and driving an $8MM incremental sales volume in the first year alone.

Senior Advertising Manager: Entertainment Division, Music 1998 - 2004

Managed and executed national marketing initiatives including developing creative briefs, advertising media mix and management of multi-million-dollar campaign budgets.

Led exclusive music campaigns, including negotiation of additional tracks, budget management, advertising media mix, creative briefs, TV spots, public appearances, charitable tie ins and concert tour sponsorships. Artists included Tina Turner, Whitney Houston, N’Sync, Britney Spears, Destiny’s Child, Christina Aguilera, Harry Connick Jr. Gloria Estefan, Celine Dion and Ricky Martin. Average sell thru of exclusive CDs was 97%, with an increase in sales to forecast of over $1MM, per release.

Developed briefs, negotiated with labels, assisted in directing photo shoots and developed media planning for Q4 Rolling Stone magazine multi page inserts on an annual basis.

Negotiated presenting sponsorship of the Warped Tour, reaching 22 cities with 46 bands, including No Doubt, Green Day and Blink 182. Worked strategically with tour operators, bands and event producers to increase brand exposure and fan engagement. Curated and negotiated exclusive Warped Tour CD with sales of over $2MM.

Senior Licensing Associate: Companywide Initiatives Hardlines 1997-1998

Assisted in management and implementation of key promotional elements for licensors, including print ads, television spots and guest engagement programs.

Executed marketing program for the restoration of the Washington Monument. Worked with acclaimed architect Michael Graves and the National Park Foundation for the launch of the project and managed publicity for the unveiling event driving awareness of Target’s Arts and Education initiatives. Received nationwide coverage during Boston Pops performance on the 4th of July, reaching approximately 22MM viewers.

Drove marketing strategy and campaign for Target Stars on Ice national sponsorship. Worked with cross functional team on photo shoots, development of exclusive merchandise, Block E promotional event and personal appearances. Sold out performance at Target Center reaching 50,000 guests.

Negotiated and executed national chain wide 2-day sale gift bag sweepstakes driving a 45% Black Friday traffic increase over the previous year.

LEADERSHIP AWARDS

Vendor of the Year

SVP Award for Achievement in Sourcing, Pets

Directors Award for Excellence in Sourcing, CPG

Divisional Award for Excellence in Advertising, Entertainment

Two-time Excellence in Advertising Award Winner, Entertainment

EDUCATION

University of St. Thomas

Bachelor of Arts, Advertising

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