BRAND: Stella & Dot ROLE: Brand Transformation Consultant 2019 LOCATION: San Francisco, California stelladot.com
DRIVE BRAND & BUSINESS TRANSFORMATION. DEFINE BRAND VISION THAT ALIGNS WITH THE PRODUCT AESTHETIC AND ASSORTMENTS. INTEGRATE MARKETING & PRODUCT TO REFLECT ONE, CONSISTENT BRAND THAT RESONATES WITH TARGET CONSUMER. ADVISE ON OPERATIONAL AND ORGANIZATIONAL OPPORTUNITIES.
PROJECT SCOPE:
Partner with Company executives to assess successes, challenges and opportunities of current Company business, product strategy and operations
Recommend improvements in customer segmentation, brand story, product assortment, go to market strategies, distribution channel, internal organization and operations across both KEEP and Stella & Dot to maximize our marketing opportunity.
DEFINE TARGET CUSTOMER: Identify (legacy + acquisition) and market opportunity for both KEEP and Stella & Dot. Define clear difference and clarify for the teams as guideposts.
Develop and Implement SOCIAL SELLING DISTRIBUTION STRATEGY - assess / recommend improvements for current field in both brands and unique ways they sell across brands and changing trends with online sales and events vis-à-vis competition.
EXPLORE CHANNEL EXPANSION for distribution that do not cannibalize or compromise mission, but enhance core channel; raise overall awareness of brands to support IBO growth.
Advise on optimization of Accessories assortment strategy, flow and price architecture to drive revenue and productivity, driving increases over historic highs in both brands. Define recommended process / strategy for fast pipeline development. Assess product relative to starter kit, seasonal release and sampling, plus assortment strategy to drive engagement and simplicity for IBOs while maximizing market opportunity.
Launch APPAREL: Advise on strengthening and simplification of product strategy to deliver quality while keeping costs in line with revenue potential; fortify merch/ design / production / supply chain for apparel.
Hit KEY GTM CALENDAR MILESTONES
MARKETING & MERCH PARTNERSHIP: Advise on how to strengthen bridge between Merchandising / Marketing / Field Dev departments for flawless execution of Fall/Hol 2018. Ensure that product message cuts through appropriately and the tone/creative assets align with the Brand DNA and product proposition.
ORGANIZATIONAL STRUCTURE - Provide leadership team with recommendations on organizational structure. Evaluate efficiency opportunity in organization across brands, including design, merchandising and production. Final assessments and recommendations will be provided in a comprehensive final report to be delivered to primary
RESULTS:
100% of all deliverables were completed on time. Stella & Dot extended my contract and offered the position of Chief Brand Officer.
