Download Jennifer Weiderman

Jennifer Weiderman
6055 Macadam Court
Agoura Hills, CA 91301
818.575.7013 (home)
203.470.0408 (mobile)
email: [email protected]
Work History
K-Swiss Corporation, Westlake Village, CA – January 2007 to JANUARY 2009
Global Vice President of Marketing, K-Swiss Footwear and Apparel
Key Achievement: Guided organization to focus on DNA of K-Swiss to make the brand desirable
once again to those who remembered the brand back in the 80s as well as the teen and twenty
something consumers who crave authenticity and status
Responsible for all domestic and international marketing strategic plans and initiatives including
advertising development, media planning, public relations, e-commerce, point-of-sale, sales support,
trade shows, and retail store directives. Manage a $40M+ budget annually and a staff of twenty
marketing professionals globally.
Accomplishments
•
Drove global adoption and implementation of new “premium sport” brand positioning for K-Swiss
to leverage and focus on core equities, be poised for growth, and be less sensitive to trends
•
Gained worldwide consensus to adapt the first global advertising tagline and campaign for
K-Swiss in 2008
•
Conducted agency searches for new creative, media, and public relations agencies to better
capture and capitalize the premium sport positioning and showcase the K-Swiss brand as a leader
in tennis, triathlon (running), and style
•
Identified and signed celebrities, musicians, and athletes (Ed Westwick, Evan Ross, Anna Kournikova,
Jim Courier, Tommy Haas, Mardy Fish, etc.) as brand ambassadors to provide status, authenticity,
and relevance to key target consumers
•
Created a sports marketing department and dedicated sports marketing budget to become a more
dominant force in tennis/triathlon product and marketing
•
Launched K-Swiss apparel globally with advertising, press and trade outreach, and integration
into selling process
•
Signed designers to do collaborations for the brand in footwear and apparel globally
•
Championed the return of the Original Classic as a status icon for top tier distribution for 2009 and
influenced organization to focus product and marketing to support the effort
•
Drove redesign of k-swiss.com to be synergistic with the new brand direction and provide consumers
with a better shopping experience. After the redesign, business has been up over SPLY by 17%
despite the tough business climate
•
Formalized sales communication and selling tools to provide assets such as sports marketing
updates, pr updates, selling kits and scripts, advertised styles and plans, and customized presentations to better present and sell to their accounts
•
Drove opening and design of first NYC Showroom to communicate new K-Swiss brand direction
•
Developed new trade show booths to showcase new K-Swiss brand direction
•
Drove global retail design and directives to ensure consistency of our retail stores around the world
•
Drove the implementation of new test-market/coop program to better leverage dollars and increase
control on creative execution and financial risk/tracking
•
Implemented global brand tracking research and goals to measure success and consumer shifts
on key measures
Stride Rite Corporation, Lexington, MA – October 2003 to January 2007
Vice President of Marketing, Keds
Key Achievement: Made Keds a desirable brand for the teen female consumer
Responsible for all marketing efforts including developing annual marketing plan, advertising creative
and media planning, public relations, direct-to-consumer initiatives (e-commerce and direct mail),
point-of-sale, collateral, consumer research, and trade relations/initiatives. Managed up to a $17M+
budget annually and a staff of ten marketing professionals.
Accomplishments
•
Garnered support from upper management to more than double the Keds advertising budget
which was necessary to reposition the Keds brand
•
Signed Mischa Barton as the face of Keds in 2004 as a catalyst to reposition the Keds brand
•
Repositioning work yielded the following results from 2004 to 2006:
an increase in premium distribution by 44%, an increase in average retail price by 30%,
an increase in gross margin by 22%, and an increase in sales amongst women 13-24 by 42%
•
Won Marketer of the Year from Footwear News in 2005
•
Signed and leveraged key collaborations with BCBG, Maria Cornejo, and Nanette Lepore for the
Keds brand that gave the brand fashion credibility and cachet, elevated the Keds price point,
opened more premier distribution channels, and sold an incremental 20k pairs in 2005
•
Created “Blue Label” brand to push Keds into more fashionable styles and higher price points
•
Drove public relations programs and events in 2005 to garner 35% higher impressions than 2004
•
Increased traffic to keds.com by 200% and grew sales of keds.com by 75% from 2003 to 2006
•
Directed redesign of NYC Showroom to communicate heritage and cool aspects of Keds brand
•
Developed new trade show booth that won most innovative and best of show at WSA in 2004 and 2005
•
Developed and rolled out new heritage fixture program to 3000 doors to maximize brand presentation
at retail
•
Drove the implementation of new discretionary coop program to better leverage dollars and increase
control on creative execution and financial risk/tracking
•
Implemented brand tracking research and goals to measure success and consumer shifts on key measures
Nine West Group/Jones Apparel Group, White Plains, NY and NY, NY – 1997 to 2003
Vice President of Marketing, Easy Spirit and Jones New York
Key Achievements: Made Easy Spirit and Jones a more integral part of a woman’s life (work to weekend)
and broadened the target to get younger consumers into the franchise
Developed and implemented all marketing efforts for Easy Spirit and Jones New York brands including annual marketing plan, advertising creative and media planning, public relations, e-commerce
and direct mail, retail and wholesale point-of-sale, consumer research, and trade show presence.
Managed a total budget of $27M and a staff of eight marketing professionals. Hired as a Marketing
Director promoted to Senior Marketing Director in 1999 (Easy Spirit only). Promoted to Vice President
of Marketing for both Easy Spirit and Jones in 2002.
Accomplishments – Easy Spirit
•
Spearheaded initiative to take Easy Spirit creative development in-house to save the company
over $1M in agency fees
•
Gained support of upper management to sign first celebrity spokesmodel (Cybill Shepherd) for
Easy Spirit to help reposition the brand
•
Repositioning work for Easy Spirit during my tenure decreased average age of the consumer by 8 years
•
Repositioned Easy Spirit fitness line to be more competitive with other performance walking shoes.
Marketing strategy and support grew this business to over $250M
•
Launched easyspirit.com website in 2002 and grew it to $10M in 18 months
•
Launched Easy Spirit apparel in 2002 and grew the brand to over $20M in sales in one year
Accomplishments – Easy Spirit (continued)
•
Drove new Easy Spirit retail store design that rolled out to 80% of the company stores
•
Developed concept of spring and fall national lifestyle promotions for Easy Spirit that helped boost
sales in spring and fall seasons
•
Maximized the direct mail program to garner double digit response rates and sales growth per
piece on average and achieve the best results
Accomplishments – Jones
•
Implemented formal marketing planning/budgeting processes for Easy Spirit and Jones that were
adapted by all JAG divisions
•
Consolidated media buying functions for divisions of NWG/JAG to achieve an annual savings for
the company of over $1M in agency fees
•
Developed Jones New York Signature Concept that garnered over $20M in sales its first year
•
Signed first celebrity spokesmodels for Jones (Angie Harmon and Brooke Shields) to contemporize
the brand
•
Implemented Jones New York Work Life Tour that introduced the brand to over 40 companies and
20k women across the country in a more personal/relevant way
•
Launched licensee advertising and point-of-sale program to help offset advertising costs and
maximize brand exposure – program helped fund an additional $3M in advertising exposure
•
Launched Jones New York/Nine West head-to-toe mini-book concept that showcased key Jones
work, weekend, evening, outwear, and accessories and relevant footwear to consumers. Partnered
with key accounts to mail to over 15M customers and conduct trunk shows/wardrobe events
•
Developed new fixture and point-of-sale program to communicate the new look of Jones to the
consumer at retail which was adopted in over 4000 doors
•
Implemented consumer tracking and qualitative processes to better understand the consumer
and track brand progress
Young & Rubicam, New York, NY – 1992 to 1997
Account Planning Director
Key Achievement: Became very savvy on understanding and targeting consumers and honing in on
core values of brands that are relevant and motivational
Responsible for strategic planning, consumer insights, and identifying new business opportunities.
Accounts included USPS, Sears, AT&T, and Glad. Supervised two account planners. Hired as a
Management Trainee in 1992, promoted to Senior Account Planner in 1994, and promoted to Account
Planning Director in 1996.
Accomplishments
•
Wrote application and won 5 Effie Awards for campaigns during my tenure (creative and business/
consumer results are submitted with a case study)
•
Launched and measured impact of USPS ethnic marketing initiatives
•
Provided key consumer insights and learning to maintain the USPS business and help win the
Sears account during key pitch periods
•
Implemented continuous tracking program to provide real-time measures of consumer communications
•
Did research and co-wrote business plan that drove the launch of money by wire service, small
business offices and service centers/kiosks for the USPS
Education
MBA, Virginia Commonwealth University
B.S., Business Administration, University of Richmond
Interests
Triathlon, Travel, Yoga, French culture and language, Fashion