Vice President /Director of Marketing

1996 - 2001

Responsibilities

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

Accomplishments

Hush Puppies Classics launch

The introduction of the Classics line focused and redefined the Hush Puppies brand image.  Identified opportunity consumer trends and target markets.  Developed concept, product, distribution and selling strategies along with all marketing and promotional strategies.  Developed and directed product, creative marketing and publicity programs.

Results

• 2000% increase in suede footwear sales with a halo effect that strengthened the entire line
• Re-focused brand image from tired and mature to casual and fashion appropriate
• Lowered average consumer age by over 10 years, while retaining exiting consumer base
• Opened key department store distribution and major account distribution that had been closed to the brand
• Developed cross-marketing opportunities with fashion designers, film licensing and non footwear programs (eyewear, apparel, plush licensing)
• Developed blueprint for Classics product and promotional launches in China, Russia, UK and assisted licensee efforts throughout the world

Back to Resume