Manager Digital Marketing

Nicole McCarthy

Chicago, IL *****

617-***-**** / ***********@*****.***

www.linkedin.com/in/nicole-l-mccarthy

PROFESSIONAL SUMMARY

Senior Digital Marketing and Merchandising Professional with 15+ years’ experience across verticals. Demonstrated success in creative direction, driving brand awareness. Adept in utilizing analysis and feedback to develop strategy and enhance performance management across eCommerce. Substantiated history of market analysis and campaign development. Well versed in product and content innovation. Track record of organizing workflows and managing projects to completion. Strengths include establishing best practices to drive performance, increase engagement, and ensure maximum ROI. Recognized for developing innovative brand and ad strategies, organizing action steps, and gaining stakeholder buy-in.

PROFESSIONAL EXPERIENCE

Ahold Delhaize 2004 – 2008, 2009 – 2020

Ahold Delhaize's companies in the U.S. include some of the country's most established and best-known supermarkets, along with some of its most innovative and successful online grocers, serving millions of customers each week in more than 2,000 stores and distribution centers across 23 states, generating more than $40B.

eCommerce Manager, Innovation - Peapod (2019-2020)

Peapod, an Ahold Delhaize company, is America's leading online grocer with over 40 million orders delivered to date in 24 metro markets.

Leveraged consumer insights to research identifying new retail innovation partners and opportunities to introduce new products to market.

Conducted market research and outreach to develop partnerships based on Peapod’s data insights and emerging microtrends in the food/restaurant space.

Leveraged expertise in grocery retail merchandising and marketing for turning ideas into actionable concepts.

Conducted commercial planning integration by organizing, facilitating, and leading teams through the cross-functional commercial plan and online tactics including seasonal theme development, shopper marketing, and monetized content.

Collaborated with cross-functional teams garnering interest in new product concepts.

Established expectations of Peapod’s yearly innovation strategy and objectives by partnering with CMOs.

Accomplishments include:

oCo-founded the Goose Island and Peapod test kitchen as the center-point of Goose Island’s first food product to go to market: meal kits, rubs, sauces, and day-fresh beer.

oEstablished brand building events including:

World’s Longest Friendsgiving Table, hosted by 3 Bravo Top Chefs

Brunch, Brews & Booze

BBQ & Beer Pairing Classes

Kid’s Grilling Classes

oBuilt on-site stores for customers to connect with globally inspired cuisines by developing relationships with new-to-market importers, distributors, and well-known chefs, educating the consumer about authentic international cuisines.

Manager, Digital Merchandising – Peapod (2015-2019)

Led annual customer needs/seasonal planning designed to advocate for the customer.

Created materials used by CMOs to gain alignment with ADUSA leadership and the Peapod executive team

Conducted cross-functional brainstorming and concepting sessions to convert high-level customer needs into specific tactics, considering feasibility and performance history of similar programs

Managed the day-to-day user experience of websites, including site navigation, content development, checkout funnel and promotional campaigns: ensuring a best in class digital experience

Partnered with developers to ensure optimal site performance, developed new initiatives, and drove online excellence

Provided reports and insights and made recommendations for site changes based on sales, forecasts, conversion, promotions, marketing channel performance, and other web analytics data

Owned online inventory, oversaw operations and inventory workflow for eCommerce business, ensuring best-in-class procedures, timelines and solutions

Guided resolution of issues related to data feeds, product, pricing, promotions, content, orders, third party integrations

Developed A/B testing strategies and timing of test and rollout

Provided creative direction and final sign-off for digital and offline content produced aligned with seasonal planning

Determined optimal placements, customer targeting and frequency of messaging within the Peapod digital properties

Specialist, Mass Media (2009-2015)

Oversaw the creative development and execution of all TV, radio, out of home and geo-targeted digital.

Partnered with media lead and outside agency to adhere to and execute total media spend for all AUSA brands.

Main point of contact with agency as the approver of SOW, briefs, storyboarding, casting talent and VO selects.

Assisted media lead in the preparation and presentation of media plans, including objectives, strategy, rationale, and backup materials.

Validated best practices for project completion including budget constraints, scheduling, and change management plans.

Managed 3rd party income ads, including approval and alignment of brand standards: in-store radio, co-op broadcast, out-of-home, and POS ads.

Co-managed Mass Media PL/budget.

Traffic Manager – Stop & Shop (2006-2008)

Stop & Shop, an Ahold USA company, pioneered the superstore concept on the East Coast and currently has over 400 locations.

Processed advertising materials through production/pagination stages to final release and printing.

Cultivated print vendor relationships, drafted printer plate charts, oversaw distribution quantities, verified efficiency among sales, procurement, marketing, and circular production teams.

Proofreader/Copywriter – Stop & Shop (2004-2006)

Drafted advertising materials including weekly circular, advertising/marketing promotional brochures and giveaways, in-store signage, and collateral newspaper advertisements.

Digitas, Inc. 2008 – 2009

Leveraging comprehensive data, technology, creative, media, and strategy capabilities and a proprietary planning process called North, Digitas delivers ambitious outcomes via connected practices that include Creative + Media Campaigns, Brand Experiences, CRM & Loyalty and Marketing Transformation.

Senior Traffic and Delivery Manager

Collaborated to execute the graphic arts and production necessitated by a successful project including artwork, printer, lettershop, HTML, Flash, and Rich Media.

Oversaw the creative development and execution of all web, mail, and print projects.

Defined project scope and all associated action-items, reducing redundancies, mitigating risks, and controlling quality.

Configured benchmarks best implemented to secure on-time completion, delivering lead project status reviews.

Validated best practices for project completion including budgeting, scheduling, and change management plans.

TECHNICAL SKILLS

Microsoft Office Suite, Photoshop, InDesign, Adobe, Domo, Jira, Publisher, WordPress, SalesForce, Visio, SharePoint, Asana

EDUCATION

Bridgewater State College, 1999-2002

Global Management

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