Director of Marketing

1992 - 1996

Responsibilities

Lead brand marketing efforts for US (wholesale footwear),and international footwear licensing.  Responsibilities include strategic direction, market analysis, product line and price focus, communications direction and execution, retail marketing programs and sales support.  Manage US marketing and communications staff and functions.

Accomplishments

Hush Puppies Brand Plan

Developed a new strategic brand position encompassing all areas of the Hush Puppies footwear business.  Set core consumer targets, product classification, sales organization, visual merchandising, packaging and communications.  Developed and implemented marketing, product and promotional strategies.  Launched program in US, then worked with worldwide licensing network to extend globally to 82 countries.

Results

• 60% increase in Hush Puppies domestic footwear sales 1992 - 997
• Doubled Hush Puppies worldwide pairs 1992 - 1997
• Five consistent years of growth against a 4% overall decline in the casual footwear segment
• Strengthened product position in existing distribution
• Development of worldwide brand identification standards
• Development of strategic and creative guidelines for line extensions, including footwear, slippers, leather goods, watches, plush toys, etc.
• Successful repositioning of Hush Puppies brand worldwide

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