Marketing Leader and Strategist.
Portfolio
Debuted a New Concept:
Product Training & Content Capture
In 2021, I proposed a train-the-trainer and content capture concept to our executive team and received endorsement. I led a cross-functional team of employees and suppliers to produce a top quality product training event. We developed strategy for, and hosted, the live train-the-trainer event - Transitions the Studio.
Attendees included carefully selected industry trainers, sales reps and health care professionals. Poll Everywhere was utilized to create real-time digital interaction and to measure event impact. Many influential attendees created content for future digital training and social media in the Content Studio.
Transitions the Studio won Best in Show at the PRSA Awards and the concept was replicated in Canada, Australia and on global virtual training platforms.
The Studio Team
Content Studio
It's a wrap!
The Studio Team
198
Attendees:
trainers, sales reps and eyecare professionals
+11k
# of others that attendees committed to train in next 6 months
+35% pts.
Improvement in confidence to recommend two new products
+100
Video testimonial clips captured in Content Studio
+30%
Growth on new products in training content
Delivered High ROI:
GEN 8™ Product Launch
I orchestrated a fully integrated, 360-degree go-to-market strategy spanning B2B and B2C for Transitions® Signature® GEN 8™, the largest launch in company history.
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Consumer TV, digital, CRM and web strategy with over 1B impressions
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6 trade press releases - several highlighting the innovation story
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Activation at two Vision Expo trade shows and Transitions Academy
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Trade digital advertising reaching 129k eyecare professionals 5x
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Lens demonstration kit and eyecare office point-of-sale kit mailed to 15k locations
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Secured inclusion in Essilor NEXT GEN offer (BOGO requiring Transitions in 1st pair of glasses)
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Refinery29 / 29 Rooms x Transitions GEN 8 Exhibit in 4 cities with +47k consumers
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Used the 29 Rooms consumer event to create a companion training event for 350 eyecare professional practices
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Online training and certification for 30k eye care professionals
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Trade show booth for Transitions Signature GEN 8 launch at Vision Expo
+92% Purchase Intent
Increase in consumer purchase intent after they are aware of GEN 8 in style
colors
+7% Sales Growth
Exceeding category growth after first 6 months of GEN 8 launch
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66% of Professionals
Reporting they will recommend more often to their patients eyeglasses with this new technology, Transitions GEN 8
Engaged Eye Care Professionals in:
Influencer Program
In 2015, my team and I were challenged to find authentic social content and to strengthen advocacy among eye healthcare professionals for our brand.
The Transitions Change Agent program was born! We invited industry-vocal optometrists and opticians who were either millennial or served millennial patients, and we put a call out to the industry for others to apply.
The 30+ Change Agents review products and complete other social challenges. The program has created some amazing advocates but also helped them connect with other professionals and strengthen their own voice within the industry.
Dr, Diana Canto-Sims & Dr. Jennifer Tsai covering GEN 8 in the Transitions booth
Dr. Darryl Glover - Transitions Style Mirrors post with brand hashtag
Transitions Change Agents networking at Transitions Academy optical professional education event
Optician and Practice Owner - Daniel Brunson - created a Transitions sapphire lenses review
35-50
Eye Care Professionals Participating Each Year
6
social challenges completed yearly to stay in program
+200k
social impressions yearly from Change Agent content
7
years the program has been running and going strong
Vogue x Transitions
Best Branded Content
I secured a media partnership with Vogue x Transitions including production of a 4-part video series for global usage.
The campaign delivered +45M impressions and video completion rates at double the benchmark for Vogue's video site. Most importantly, it delivered new style affinity audiences to the brand website.
This unique, long-form content with real, inspiring stories earned a Pressboard award for "Best Branded Content" among over 2,000 entries.
Global Strategist and Planner for:
Global Virtual Event
In March of 2020, optical practices were advised by the CDC to close, except for emergencies, due to COVID-19. Fortunately, many of these practices quickly put in safety measures and within 6-12 weeks began re-opening. My team and I connected with several practice owners and found they were looking for virtual training and to connect with peers.
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We got to work on a proposal for our first large scale virtual event, to combine our experience with live events and online webinars, and to figure out the rest. We researched and attended several virtual events outside our industry, assessed suppliers and laid out a strategy.
Welcomed eye care providers and partners around the world.
Attendees could chat in any language and it translated also to English
Attendees received these digitally to share on social media
Welcomed eye care providers and partners around the world.
Our leadership team not only accepted the proposal for North America, they insisted on a global event with +10k customer attendees across the world, being first-of-its kind for the optical industry. The pressure was on!
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In February of 2021 we broadcast Transitions The Pulse to attendees around the world in 13 languages. We pulled it off together, as one global team across all areas of the organization.
+11k Attendees
An amazing turnout from the 15k that registered in advance
98 Countries
represented with attendees, which spanned 6 continents and 13 languages
58k Engagements
on social media largely generated from the social lounge on the event site
+9k Opt-Ins
to our new virtual education program and +8k opt ins for future email communication
Recruited New Style Audiences:
Digital Demand Generation
Given 8 of 10 millennial eyeglass wearers would be willing to buy Transitions lenses if they could trial them, offering consumers a virtual try-on was key. Consumers aware of the style colors products also had nearly double the purchase intent.
I partnered with Snapchat to create augmented reality ‘lens’ for virtual try-on. Over three months, it achieved 679k shares and 171k conversions to the eyecare professional locator. And, it drove about 5,000 brand website sessions, with an average time on site of nearly two minutes. 2,000 practices received kits to feature the Snapcode in-store.
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Facebook soon after was beta testing augmented reality, so my team and I used their virtual try-on next since it more closely aligned with our 40+ year old audience. Walmart utilized the Facebook try-on to engage younger shoppers in their optical stores and through co-branded social media advertising.
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Digital advertising with the style colors products also appealed to style-focused audience. A digital advertising partnership with Buzzfeed to create a color quiz generated 2.3M Impressions, and a click through rate (CTR) at 19-times the benchmark. This fun content generated demand and drove 200k web visits.
Consumer email campaigns to +300,000 existing users also helped tout the new color products to secure strong repurchase rates of over 90%!
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Trade PR, Sales & Brand Advocacy Catalyst:
Transitions Academy
For over six years, I was global project manager and strategist for Transitions Academy, the company’s annual live invitation-only event for +1,000 industry partners and professionals.
Attendees take workshops on product technology, professional development and key industry topics. The general sessions feature experts on marketing and industry trends, and creates excitement for new products technology and brand campaigns.
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Leading this event required a unique skill set:
Cross-Functional Team Leadership
Managing a global team of over 100 employees and multiple suppliers
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PR & Influencer Content Strategy
Engaging trade media and influencers to cover the event and keep brand conversations going year-long
Recruitment Planning
Partnering with sales organization to recruit and host key customers. Creating a run of show and program that adds value
Strategic Communications Development
Aligning with top executives on event strategy, speakers and stage content
Professional Education Course Development
​Developing engaging, interactive education courses.
Public Speaking
Writing and delivering general session presentations on country marketing strategies
KEY RESULTS
Grew event from
350 to 1,100
attendees
Practices attending +5% sales volume
vs non-attendee control group
95% of Attendees
plan to share the info with others at their company