TARGET SEASONAL CAMPAIGNS (2021)
PORTFOLIO
Supported marketing strategy and execution of pivotal seasonal holiday campaigns while serving as a Brand and Category Marketing Manager through a part-time extension of Marketing Insights role.
MARKETING IMPACT
TARGET MUST HAVE-NEWNESS (2023)
TARGET HOME & APPAREL (2023)
Oversaw marketing plans for the $18B Home and $17B Apparel businesses, translating business goals, long-range aspirations, key enterprise initiatives, and consumer insights into actionable and measurable marketing strategies.
Developed and owned the test & learn roadmap for one of Target’s leading marketing campaigns as an "Innovation Lead", gaining partner alignment, overseeing A/B testing, driving progress across multiple marketing channels, activating on top priorities, and tracking results to accelerate new capabilities.
INSIGHTS IMPACT
TARGET ACTIVEWEAR STRATEGY (2019)
TARGET HOLIDAY (2019)
Led a complex, eight-part research plan for the Nov/Dec holiday season with six agency partners, bringing a guest lens and updates to the 2020 holiday strategy. Designed an immersive learning session for Insights Alignment, utilizing multiple new approaches for partners to build empathy for the guest and foster more discussion and dialog. Work led to increased revenue of +17.2% YoY (+102% digital) in Nov/Dec 2020 and an SVP Award.
Led a mix of qualitative and quantitative research methods to produce insights that played a critical role in product portfolio decisions for Target’s active wear assortment. Partnered with Enterprise Strategy and the VP of Merchandising, planning a half-day facilitated session to educate and immerse the activewear team in key guest insights and leave attendees feeling compelled to act on behalf of the guest.
TARGET APPAREL INSIGHTS LEAD (2022)
As the insights lead for Apparel & Accessories for Target's $17B Apparel business, built deep trust with partners and drove strategic, guest-led discussions to capitalize on opportunities, live out our Target values and prioritize the most impactful initiatives.
TARGET LIFE AT HOME (2021)
TARGET SEASONAL GUEST MINDSET (2019)
Led a year-long research study resulting in 70+ infographic reports that equipped the Marketing team with a new seasonal tool showing how consumers spend their time, what they shop for and how they celebrate key seasonal moments.
Conducted longitudinal research on the evolution of family life and home during 2021 and how consumer needs and behaviors have been impacted across Target’s $35 billion Home and Hardlines businesses.
TARGET COVID-19 RESPONSE (2020)
Managed the COVID-19 consumer mindset report delivered to the Target C-Suite weekly, equipping them with real- time, best-in-class insights, including shopper behaviors, allowing them to quickly act on business decisions and underpinning $15B of sales growth in 2020. They felt that they were getting timely insights that they could make decisions from and had one source of truth to refer to and the slides were shared with the Target Board of Directors as a prominent part of the agenda.
Passion Projects
FOUNDER & FACILITATOR
(2021 - CURRENT)
Emerging Professionals in Corporate "EPiC" Insights elevates the corporate insights community by facilitating a monthly virtual roundtable of consumer researchers from iconic companies, including Google, Meta, Target, Disney and more.
CO-FOUNDER (2019 - CURRENT)
Sip & Solve is a social and skills-based volunteering experience that brings you and your friends together at local breweries to brainstorm ideas for a chosen superstar non-profit, which I co-founded in 2019. This social and community impact venture’s core belief is that everyone has unique ideas and perspective to bring to the table, by virtue of their individual professional and life experiences. We work with our chosen non-profit client partner to determine their core business challenges, and then create bespoke, fun design thinking-esque workshops to leverage the power of crowd sourcing to deliver new ideas and provide new perspectives to our chosen non-profit partners.
Held first event in January 2020, where we delivered 250+ unique ideas to our chosen non-profit partner, Still Kickin, to expand their programs and offerings.
FOUNDER (2022 - CURRENT)
A Lifetime of Leadership is a collection of resources for career professionals, here to help them grow in and build a career they love! It provides the tools, resources and community support professionals crave as they look to make career moves, build their networks, develop a professional brand, and stand out as a leader at any level.
A LIFETIME OF LEADERSHIP
CONSUMER INSIGHTS ROUNDTABLE
SIP & SOLVE
TARGET GENERATION Z ADVISORY BOARD
PRESIDENT & EXECUTIVE BOARD MEMBERS (2017-2018)
As the President of the Advertising Federation of Minnesota's Ad 2 from 2017-2018, lead an organization with a focus on education, networking, and mentorship for young professionals in advertising and marketing. Managed a board of twenty people with an additional 40+ committee members, and oversaw the planning and execution of ten events, including Ad 2's Women's Leadership Panel, 32 Under 32, Student Advertising Summit, Mentorship Events, and multiple other successful programs.
Ad 2 Minnesota won Best Programs for the 2017-2018 year out of twenty-two clubs across the country.
Previously, held roles as Vice President and Mentorship Chair within the Ad Fed and Ad 2 boards. Supported the organization in the Past President role through 2019.
FOUNDER & LEADER (2018 - 2020)
Founded a Generation Z advisory board for Target Corporation, recruiting 70+ recent graduates to act as a sounding board, gut check, and trend and research hub to better represent our future guests. Launched a monthly enterprise newsletter, hosted events, and completed 60+ consulting-style projects to support senior leaders (up to C-Suite) across company functions (Merchandising, Marketing, HR, Strategy).
SELECTED SPEAKER (2016)
Ignite Minneapolis is an event of big ideas. Eighteen speakers stand up on a stage and in five minutes, pitch something that they are passionate about. With 20 slides, changing at 15 seconds each, every second counts. I got up on a stage in front of a sold out show of 1000+ people and spoke to them about how to train a fish.
"My new life goal is to have the patience required to train a fish. That talk rocked.”
“I bet Gracie’s beta fish is better trained and behaved than my 3 cats combined, none of which play soccer.”
“WOW! You are a natural. I am blown away by your presence on stage. Congrats on your presentation and your very talented fish!”
ADVERTISING FEDERATION OF MINNESOTA
IGNITE