Crystal Iverson

Marketing Manager

2024 – Present

- Developing and executing Go-to-Market (GTM) strategies for three unique footwear brands, increasing product adoption and market penetration through integrated marketing campaigns and resulting in a 27% YOY sales increase. - Developing eCommerce strategy by creating SEO-optimized product descriptions, high-quality visuals, and cohesive video content. - Spearheaded data-driven marketing initiatives leading to a 25% increase in conversion rates, employing advanced analytics tools for customer behavior analysis and insights integration. - Design, develop, and implement visual content production for D2C and B2B marketing, ensuring alignment with product positioning and sales strategies. - Design and execute B2B promotional campaigns to enhance brand visibility and drive sales, aligned with the product and brand storytelling.

Manager, Partnership Marketing

2023 – 2024

- Developed and managed strategic sponsorships and partnership marketing initiatives, enhancing brand visibility through experiential activations and creative signage. - Collaborated with internal teams and stakeholders to align experiential marketing programs with brand and business objectives. - Executed marketing campaigns that leveraged sponsorship opportunities and customer insights to improve tenant engagement and customer experience. - Oversaw budget planning and reporting, ensuring effective allocation of resources to maximize ROI on partnership-driven marketing initiatives.

Director of Marketing Operations

2022 – 2023

- Revamped marketing operations to improve efficiency, brand consistency, and campaign performance across multiple channels. - Conducted competitive analysis and consumer insights research, identifying opportunities to improve brand positioning and customer engagement. - Spearheaded cross-functional collaboration with sales, design, and engineering teams to align operations and budgets with business objectives. - Led cross-functional collaboration across marketing and design to ensure alignment of initiatives with client goals.

Regional Merchandising Manager

2018 – 2022

- Created and implemented national merchandising strategies, driving a 20% decrease in product customization and regional market alignment. - Leveraged consumer insights and sales data to develop high-impact marketing strategies that improved customer retention and conversion rates. - Provided evaluations for all furniture purchasing, resulting in savings of approximately $100k per division per year, totaling just under $1m. - Organized cross-functional efforts to align product offerings with regional consumer preferences, resulting in enhanced market penetration and consumer satisfaction.

Retail Marketing Manager

2016 – 2018

- Created regional GTM marketing plans based on strategic goals and marketing objectives, created a marketing budget that supported the marketing plan, conducted ongoing budget monitoring, executed fixture forecasting, and adjusted areas as needed to meet year-end projections. - Provided sales and statistical analysis, handled financial reporting, managed retail relations, traditional and digital media, and documented program results. - Conceptualized and launched a custom-designed women's activation at retail 25% increase in sales. - Established 90% brand alignment within 3 months for all retail locations.

Trade Marketing Manager

2015 – 2016

- Developed and facilitated innovative sales promotions, special events, and internal and external communication strategies to drive sales. - Ensured seamless execution of trade marketing platforms and tools, enhancing overall market impact and client satisfaction. - Managed and negotiated contracts with multiple vendors for an average savings of $8k per campaign. - Coordinated and administered marketing efforts in support of business strategic and operational goals to align with Specialty account specifications. - Directed cross-functional teams in the execution of trade marketing initiatives that increased product visibility, driving enhanced retailer engagement and sales growth.

Retail Channel Marketing Manager

2013 – 2015

- Communicated with DTC and maximized sales through sales promotions, visual merchandising, and marketing promotions for my retail accounts. - Effectively collaborated on digital media programs and conducted comprehensive market and consumer research to develop a marketing plan and support sales efforts. - Supervised and organized the implementation of brand development and opening of the first full-price retail location in Times Square, NY, for the North American region.

Visual Project Manager for Global Retail

2012 – 2013

- Contributed to developing innovative promotional ideas, formulating strategic visual merchandising plans, and supporting new project launches to drive top-line and bottom-line sales growth. - Created multiple programs that supported organizational strategic initiatives, managed long-term goals, and developed budgets and operational plans for programs and special projects. - Managed visual execution of 1-2 global store openings monthly and designed and facilitated a new store layout in 25 international store locations. - Designed and implemented 100+ impactful new store layouts across the US.

Visual Merchandiser

2007 – 2012

- Managed a $7 million fixture budget to cover all new and existing store needs. - Facilitated and provided coaching on visual merchandising standards for over 30 locations and 6 district flagships. - Assist stakeholders, senior management, the product organization, and regional leads in communicating effectively with 150 stores and 8 district managers by serving as a key point of contact for internal communications.

Assistant Manager/District Visual Merchandiser

2003 – 2007

- Assisted in managing staff of 10-15 employees. - Completed recruiting and training for all new employees. - Maintained proper inventory controls, facilitate inventory transactions and maintain compliance standards for shrink control. - Conducted store visits to drive a consistent visual brand among stores. - Liaison between all district stores and the District Manger.

Bachelor of Science - BS

2008 – 2011

Westwood College

2008 – 2011