Omni Channel Social Media
Resume:
ALEXANDRA D.
SCEBOLD
Pleasantville, NY *****
********@*****.***
PROFESSIONAL SUMMARY
Experienced strategic marketing leader and storyteller with expertise in omni-channel, growth strategies, customer engagement, and end-to-end marketing execution driven by data-led insights. Skilled in driving successful initiatives for audience expansion and lasting customer value, while demonstrating strong leadership, navigating ambiguity, influencing performance, and managing internal/external C-suite stakeholders.
SKILLS
Business reporting
Media strategy
Budget management
Social selling
Brand strategy
Matrix collaboration
Negotiation skills
Loyalty Strategy
Technology Advocate
EXPERIENCE
Strategy & Media Director
DentsuX New York
April 2022 - Current
Developed strategies for 360 channel campaigns born from analytical research by extracting consumer insights from modeled first-party data for execution in client & new business pitches while ensuring cohesive consumer-first media positioning & activation across digital, audio, mobile, OLV, paid social and performance channels.
Drove 187% ROI growth on JCPenney paid social acquisition audiences YoY with additional acquisition media investment allocation across programmatic, OLV and search by testing audience segments in priority DMAs to reach targeted high-value lookalike prospects exhibiting propensity to be repeat shoppers (high CLTV), collaborating with Audience strategy & Planning leads.
Defined strategic framework for Northrop Grumman Talent Acquisition media campaign – including audience strategy, channel mix, data strategy and recommended media budget allocation by identifying live sports and football as passion point unifying primary and secondary audiences, across paid media initiatives, delivering 100% to goal application growth in priority DMAs.
Agency lead in developing strategic systems to set vision and strengthen brand strategy of (former) FTX cryptocurrency exchange through visual media, video and audio design, demonstrated by 17% brand awareness increase across paid sponsorship placements with MLB and Tom Brady fan audiences.
Accountable for data-driven omni-channel trend reports based on consumer, cultural, category insights and behavior patterns to capture diverse audience targets across Dentsu portfolio of clients, inclusive of integrating generative A.I. and web 3 technologies.
Growth Marketing Consultant
John Varvatos & Cullen + Rose New York
June 2021 - April 2022
CRM consultant leading redesign of all consumer touchpoints and backend data systems, including CRM referral, loyalty and eCRM programs, and forecasting payback goals, delivering 18% U.S database growth, with target 7% increase to Marketing budget bottom line achieved by implementing abandoned cart partner and loyalty referral program.
Achieved consistent 7% monthly database acquisition over 8-month period as strategic media consultant for Gemini Cryptocurrency managing $10M+ monthly branded performance media budget while collaborating with Analytics lead to calculate marketing investment allocation and forecast lifetime trading value of acquired customers via media mix modeling.
Marketing Strategy lead on Go-to-Market and incremental $10M media plan for Gemini Cryptocurrency U.S market credit card focused at acquiring qualified and approved credit card applications by targeting Gen X with halo emphasis on Millennial audience.
Global Executive Director, Strategy
Wunderman Thompson New York
November 2020 - June 2021
Bridged perspectives across brand, consumer engagement, content, digital, CX, and data to develop Masterbrand architecture and strategies, focusing on Amway’s global $8.9B business resulting in Artistry cosmetics and Nutrilite Masterbrand guidelines and social selling playbook which translated to 30% in consumer engagement rate.
Global Director, Consumer Marketing
Aramis & Designer Fragrances, Estee Lauder Corporation (ELC) New York
June 2018 - November 2020
Campaign planning & execution lead across digital, earned, and paid media for licensed fragrance portfolio of: Tommy Hilfiger, Michael Kors, DKNY, Donna Karan, Ermenegildo Zegna. Oversaw global contractual media investments of $30MM spend across licensed fragrance portfolio, increasing digital SOV +8% to PY, with ROAS of 8:1 with three direct reports.
Accelerated ELC licensed fragrance brands with Industry 4.0 capabilities to create innovative consumer journey leveraging AR in experiential FY22 holiday packaging, and framework for pilot program of Retailer Programmatic Ads powered by Retailer AI model to increase Holiday category lift.
Developed innovative go-to-market strategy achieving $15MM in net sales for launch year leveraging personalized consumer experience through experiential digital events, social sampling and influencers for an average influencer ER of 6.72%; CPE $1.57; Cost per Influencer Asset: $1,180.
Introduced multiple attribution models across 1st, 2nd and 3rd party data to transform digital marketing team into a cross-functional team of SMEs implementing strategic planning, analytics, performance marketing, search, and regional media partnerships to measure sales across retailers resulting in +5% engagement and +3% category conversion.
Brand Marketing Director
Ann Taylor New York
September 2017 - April 2018
Managed $31MM budget for Marketing Department across all consumer-facing touchpoints including CRM, Direct Mail, Email, Direct Media, Performance Media, Social Media Events, and In-Store Collateral and team of four direct reports.
Developed and Implemented a social-first strategy, focused on upper-funnel tactics to shift brand perception, driving +70% Instagram follower growth and +75% customer engagement thru tiered Influencer strategy, socially driven events, video, local-social, and omnichannel execution.
Restructured email personalization and reimagined omnichannel Franchise Strategy to drive stronger AOV and UPT, with FY18 goal of increasing mobile traffic and conversion +15% for FY18 through SEA, email, and programmatic channels.
Strategic partner in launching Infinite Style for AT subscription model, driving +10% increase in new client acquisition during 1H year.
North America Omni-Channel Director & Mobile Innovation
Samsung Electronics America Ridgefield Park, NJ
April 2017 - September 2017
Created Samsung North America omni-channel roadmap across all brand categories to accelerate digital presence in Retailer channels, centered in identifying opportunities in audience-targeted marketing and CRM strategies focused on driving +20% AOV and repeat visits to retail partners.
Spearheaded Amazon A+ category content across all Consumer Electronics category pages focused on the implementation of UX best practices across retailers, driving AOV and repeat visits.
Global Director, Omni-Channel Marketing
MAC Cosmetics
September 2014 - April 2017
Omni-channel program strategy lead across $2.3MM budget in developing new digital & loyalty products across MAC brick and mortar, eCommerce and mobile; based on consumer insights while forecasting payback goals driving $1M to bottom line. Established omnichannel gift cards, online appointment booking, click & collect, pick up in store (BOPIS) and return in store (BORIS)
Evaluated and enabled innovation marketing capabilities including Virtual Try-On in FSS and Retailers, Selfie Wall and Social Media Aggregator touchscreen, optimizing dwell time +20% and sales +10% in category.
Consultant: Omni-Channel Program Director & Brand Developer
Ralph Lauren Corp. & Phenomenon Agency New York & LA
August 2012 - September 2014
Omnichannel brand consultant across fashion and CPG brands – focused on developing full-funnel brand strategies and brand pillars, focused on emerging platforms such as app development, experiential events and interactive in-store kiosks.
Director
Ralph Lauren Corporation, Ralph Lauren Digital New York
October 2009 - July 2012
Oversaw and managed P&L of $3.8MM and ten project managers through leadership transition
Produced $1.8M live store-event across US and UK markets with real-time publishing across all owned digital touchpoints resulting in accolades including: NRF's RACIE 2010 Best-of-the-Best Winner, 2010 Digital OOH Award for Experiential Activity; Silver Telly
Exhibit Designer and Experience Architect
Ralph Appelbaum Associates for Newseum Journalism Museum
March 2003 - January 2005
EDUCATION
MBA, Master of Business Administration
Syracuse University
MIT Design Thinking Program – Certificate
Master of Architecture (MARCH)
University of Pennsylvania
Bachelor of Arts (B.A.) - Double Major Art History & French Studies
Emory University, Atlanta, GA
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