(904) 401 4091 | | linkedin.com/in/edithroysdon | edithroysdon.net
MARKETING LEADER, INNOVATOR AND STRATEGIST
Experienced marketing professional who drives company growth through creative and innovative marketing strategies consistent with brand. Skilled at analyzing market trends to develop highly-effective, targeted marketing campaigns for customer acquisition and retention. Proficient at collaborating with multiple stakeholders to determine audience interest and develop strategic go-to-market communication plans that align with the company's business priorities, initiatives and brand objectives. Expertise includes:
ü Project Management / ü Go-to-Market Strategy Developmentü Brand Management / ü Cross-Functional Team Leadership
ü Digital and Print Content Management
ü Creative Operations Management / ü Customer Relationship Management
ü New Product Development
PROFESSIONAL EXPERIENCE
SOUTHEASTERN GROCERS LLC Jacksonville, FL 2006-2015
Sales and Marketing Manager (2013-2015)
§ Successfully identified, developed, executed and evaluated marketing strategies while managing a budget of $1.5M-$2M annually with 3 main objectives: sales growth; brand recognition; customer loyalty.
o Directed the development and execution of Fresh (Deli/Bakery, Meat/Seafood, Produce/Floral) marketing plans and initiatives, across categories and through all relevant mediums ( point-of-sale collaterals, circular ad, radio, TV, web, social media, email, direct mail etc.) to over 750 stores (BI-LO, Harveys and Winn-Dixie). Recent successes included the launch of Lip Likin’ Chicken (improved sales by over 50%) and Award Winning Pie (increased sales by over 200%).
o Partnered with Consumer Insights and FP&A teams to use Spire, Nielsen, CRC, UPC importance, ad effectiveness, and Market Track data to determine recommendations and suggestions for promoting items tied to marketing plan. Reviewed, analyzed and reported results of marketing events upon completion of phase or campaign, specifically looking at transactions, basket, and sales.
o Managed annual holiday and seasonal campaigns like Valentine’s Day, Christmas including strategic planning, budgeting to store execution and other tactical activities (e.g. customer appreciation events, sweepstakes etc.) focusing on customer needs and satisfaction. Led cross functional teams including Merchandising, Advertising, Digital group, Store Operations, IT, PR to conceptualize and create promotional events resulting in increased customer engagement and sales growth.
o Collaborated with Fresh Department leaders, creative agencies and vendor partners to develop relevant promotions and ideas increasing market share and strengthened brand image while fostering loyalty among targeted customer segments.
Creative Operations Manager (2009-2013)
§ Transformed various marketing strategies and initiatives of department leaders into successful projects, supporting sales growth while maintaining value claiming, loyalty and brand objectives within a set budget of $1M-$1.5M.
o Managed and implemented 80-100 marketing programs annually to all stores, promoting departmental initiatives and capturing customer awareness and engagement.
o Acted as Project Manager for store remodels (30-40 yearly) focusing on the creation/installation of relevant signage supporting company programs within timeline and budget for maximum customer impact.
o Led and trained a group of graphic/design specialists to ensure all projects are prioritized and handled in a professional manner to produce outstanding results within given timeframe and workflow.
o Improved and maintained effective working relationships between advertising agency partner, printers and other vendors ensuring creative and production processes are met while adhering to brand standards to produce top of the line work resulting in positive sales.
Edith Roysdon | (904) 401 4091 | | linkedin.com/in/edithroysdon | edithroysdon.net
Digital Marketing Coordinator (2007-2009)
§ Supported and implemented the development, creative design, content, delivery and maintenance of bi-lo.com aligning with company plans, marketing strategies and brand objectives.
o Provided creative oversight for the relaunch of bi-lo.com by collaborating in the development of My BI-LO, its substance and usage as BI-LO customers’ “Personal Online Shopping Assistant”. Delivered weekly updates and maintenance of bi-lo.com by uploading contents on departments, promotions, events, news, press releases, discounts and ticket sales.
o Managed loyalty programs including “My BI-LO Teammate Sweepstakes” and “My BI-LO Mini Cookbook” series resulting in website awareness and a 25% increase in web traffic. Assisted in web based projects including shopping list and fuelperks! by contributing content and UAT (User Acceptance Testing).
o Partnered with Department Managers, Brand Marketing, Advertising, Creative and IT teams to execute digital promotions by building effective ads and web pages, increasing store traffic.
Event Marketing Coordinator (2006-2007)
§ Planned, organized and implemented successful in-store, promotional, sports/ charity events to support marketing initiatives, fostering customer loyalty.
o Assisted Event Marketing Manager in the preparation and execution of internal and external events by setting up meetings, planning logistics, creating contracts, arranging travel, plan staffing, maintaining vendor relations within budget and timeline.
o Supervised conferences, on-site and off-site events ensuring outstanding execution from multiple staff members while educating customers/attendees about company brand and message.
o Managed the Regions and BI-LO Charity Classic Golf Tournaments in key areas of budget, financial reconciliation, auction night, hotel reservations and website support. Achieved target goal of over $5M donated to various local charities including United Way, Meals on Wheels, Meyer Center for Special Children etc.
ADDITIONAL PROFESSIONAL EXPERIENCE
THE LODGE AT TURNING STONE CASINO AND RESORT, Oneida, NY
Front Office Supervisor
CARNIVAL CRUISE LINES, Miami, FL
Pricing Coordinator/Analyst
EDUCATION
Bachelor of Arts in Communications (Major in Broadcasting, Minor Advertising and Marketing)
University of the Philippines (College Scholar)
TECHNICAL SKILLS
Mac OS, Android, Windows, iOS, Microsoft Office Applications (Outlook, Word, Excel, Power Point, Access, Publisher, Project, Visio, SharePoint), Adobe Acrobat PRO, Adobe Photoshop, Snag-It, IBM Web Content Management (WCM), Householding, Intellisense/Aptaris (Marketing and Promotions Management system)
RECOGNITION AND AFFLIATION
§ BI-LO (Southeastern Grocers): BMAC (BI-LO Multicultural Advisory Council) Committee Member; BI-LO Teammate Giving Program Coordinator; Women In Leadership Member, Consistent volunteer for BI-LO Community Events
§ Community Volunteer: Quigley House, Mercy Support Services
§ Carnival Cruise Lines: 100 Club (Trainees with 100% scores); Quarterly top reservations agent awards