New RebrandingCreated Baby, Play, Collection new category creatives positioning as fresh, modern and relevant.
Refreshing a legacy brand | Achieving rave reviews
I joined the Madame Alexander Doll Company in Summer 2012 to spearhead the transition of the 90 year old company that was mostly know for collectible dolls and repositioned the company with focus on Baby and Play. The brand name stimulates cherished memories that center around high quality, trustworthiness and authenticity. So, when I embarked on the mission to update and make the brand resonate with today’s doll lovers, I had great respect for what was iconic and used that as the core to build upon to design the new Baby and Play creatives. The new branding was launched at Toy Fair'15 to rave reviews: "Fresh and vibrant" "Modern" "the colors add a better visual for our stores" Sales Rep Toyology
Website Launch | Digital, Inbound, Emails
Lead web design, UX development to succesfully launch consumer website with new branding creative design, content and story. Implemented a focused Email campaign, newsletter and blog program. Achieved +81% sales increase, +57% conversion rate, +122% increase in site transactions.
Executed post-purchase and abandoned cart survey's: "easy and very easy to use checkout", very clear site, I was looking for a baby doll and came across your site, easy to find" and from abandoned cart, "better pricing, more coupons"
Clever PR | Gaining exposure on a limited budget
Seeking out and leveraging primetime events to create buzz around the brand is key to my success - when a baby doll was used as a prop in the American Sniper movie, I quickly jumped on this opprotunity and made a donation of the dolls to the Veteran's Hospital in Dallas - getting coverage on TODAY show and local Texas NBC affiliates. Always seeking newsworthy opportunites, I submitted for a NYC Mayors Office Proclamation to celebrate Madame Alexander Day to launch the opening of first ever Holiday pop-up shop in NYC for the brand. I am a savvy, quick and creative thinker whose outreach across all social, broadcast, print achieved over 500M annual impressions.