M.Hurley

Trunk Club launched a new go-to-market strategy. With a new brand lens and creative strategy we launched a true demand generation campaign. The media was led by broad awareness tactics with a focus in three metro areas. We measured impact on brand awareness and acquisition effectiveness.

With the launch of a brand and integrated marketing team Trunk Club needed to align behind a brand “north star”. Trunk Club continued to struggle each season with major business challenges including brand awareness and differentiation. My team was responsible for leading the development of a new Brand Strategy including the development of a new brand promise, brand pillars, personality traits, tone of voice.

Retail holidays are very busy and consumers are trying to find convenient and personalized experiences to solve their shopping needs. As a provider of a styling experience for an individual Trunk Club has limited ability to participate in holiday gifting beyond gift cards. For Holiday ‘18 Trunk Club extended the Fall focus on highlighting the 1:1 styling relationship. Trunk Club stylists were featured throughout the fully integrated campaign. They shared styling tips and holiday favorite styles. The campaign also featured a gift card “buy/get” program driving driving both acquisition and retention.

Led marketing for retail expansion in new and developing markets. The full funnel marketing campaign included geo-targeted mobile, digital, social as well as experiential components.  For flagship and focus stores the program also includes radio, OOH, direct mail and influencer strategy.. 

Launched a social campaign to drive engagement around Peet's Cold Brew beverages. Program included an influencer and radio component,

Launched the marketing component of the Spring Retail Blitz  to jump start growth across the full fleet. The program included a free beverage event in all stores. The campaign was completed in collaboration with the full marketing team and included radio, influencer strategy, experiential, digital, SEM, PR and sponsorship partner support.

Led a campaign to drive qualified incremental traffic into Peet's coffeebars through a foot traffic attribution study.  The campaign focused on social and digital to attract a new/lapsed consumer.  We surpassed the campaign goal by 58%. 

Launched an influencer campaign with Chicago artists to ramp sales quicker into New Years Eve for the Chicago stores.  The city stores sold limited edition tote bags designed by local artists with a portion of the proceeds going back to a local charity. 

Created a fun and inviting holiday campaign to address issues with Whole Foods Market's approach-ability with the average consumer during the holiday season. The campaign included 2 animated commercials, print, OOH and a social app. 

Collaborative marketing team effort to launch a Midwest specific campaign for first aggressive retail expansion in Whole Foods Market history. Exceeded goal of increasing brand equity and customer traffic in all new markets within the Midwest.  

Developed a cohesive and updated value/sale image throughout all retail departments.  The program included new design elements to meet the different needs of each unique store and department. 

Launched a local campaign including content development, events, partnerships and fundraising.  The campaign addressed issues with Whole Foods Market's brand recognition around supporting local economies and developed programming to further a postive impact.