Hello. I'm Alison.
Brand Builder | Strategic Marketer | Experience Maker
Welcome and nice to meet you.
I build brand and customer experiences that inspire. I am a visionary who loves the strategy, details, and creative. I care about results, delivering exceptional work, providing excellent customer service, and building awesome team cultures.
Most importantly, I'm authentic, passionate, collaborative, driven, and believe relationships are at the heart of a job well done!
My Approach
As a tenured marketer, I am passionate about the importance of brand continuity across experiences. Here's more about my approach.
Insights
I take time to understand the audience, category, and competitive landscape to find opportunities for your brand.
Brand Strategy
I help you identify what the brand means to the audience, emotionally and rationally. I make sure the brand is defined in a way that allows it to grow over time.
Brand Experience
Continuity across brand experiences is key to building a successful brand. I plan and implement experiences with the audience top of mind.
Integrated Marketing
I ensure your marketing channel mix is optimized to tell your brand story.
Measurement & Analytics
Developing desired outcomes and results is key. I help you capture what you want to accomplish and track results.
Operational Excellence
Project complexity can be overwhelming. I help break down the complexity to determine a sustainable path forward incorporating process where needed
Marketing Expertise
- Branding & Identity
- Brand Strategy & Planning
- Brand Activation & Management
- Campaign Development
- Creative Agency Management
- Data & Insights
- Event Marketing, Planning & Production
- Integrated Marketing
- Marketing Communications
- Measurement & Analytics
Strengths
- Collaboration & Influencing
- Communication
- Customer/Client Service
- Leadership Counsel
- Operational Excellence
- Problem Solving
- Project & Resource Management
- Stakeholder Partnerships
- Team Leadership
Industry Knowledge
- B2B & B2C
- Beauty (Cosmetics, Skin Care & Personal Care)
- Dental
- Health Care
- Hospitality
- Organizational Consulting
- Real Estate
- Retail
Featured Work | Corporate Rebrand
Brand Modernization
Optum, 2022
My Role
Led the corporate rebrand activation work streams including the development of the visual & voice identity system, architecture, governance, creative guidelines, online brand platform, tools, and templates.
Objectives
- Unify the Optum brand
- Elevate the customer journey
- Modernize the brand for growth
Results
- Completed brand launch within expedited 6-month timeline
- Created holistic brand toolkit
- Delivered creative training sessions to successfully onboard designers
Wordmark
Tone of Voice
Iconography
Color Palette
Font
Photography
Featured Work | Brand Activations
RED'S Piano Bar for Target
New York Fashion Week (NYFW), 2016
My Role
Led the planning of Target's brand activation during NYFW in partnership with Target Creative and David Stark Design. Created a piano sing-a-long lounge, RED'S, by transforming a former loading dock. Conveniently located across the street from official NYFW venue, Moynihan Station.
Objectives
- Kickoff NYFW with private opening celebration
- Provide fashion enthusiasts a space to relax, recharge and enjoy NYFW
Results
- Hosted 250 guests at private opening celebration including singer Queen Latifah, musician Rufus Wainwright, musical director Paul Shaffer, musician Spencer Ludwig and more
- Provided almost 1,000 guests respite during NYFW
Cat & Jack Activation for Target
Brooklyn Bridge Park, 2016
My Role
Led the planning Cat & Jack brand activation in partnership with Target Creative and David Stark Design to support the launch of Target's new clothing line for kids and baby.
Objectives
- Celebrate the launch of Cat & Jack, Target's new clothing line for kids and baby
- Create an immersive guest experience
Results
- Hosted 200 media partners at private event and almost 3,500 guests at public activation
- Drove nearly 1,500 social mentions, 18 million potential impressions and net sentiment of 98%
Pillowfort Launch for Target
New York City, 2016
My Role
Led the planning of the Pillowfort brand activation in partnership with Target Creative and experiential partner, AGENC to support the launch of Target's new home collection for kids.
Objectives
Celebrate the launch of Target's newest home collection for kids, Pillowfort line, and the 1,200+ products.
Results
- Hosted key brand influencers at private event including actress Maggie Gyllenhaal, actress Katie Holmes, and Target partner Camila Alves
- Provided almost 500 families their very own Pillowfort experience
Target & Star Wars Galactic Experience
L.A. LIVE, 2015
My Role
Led the planning of the Target & Star Wars Galactic Experience activation in partnership with Deutsch LA and cross-team marketing partners.
Objective
Amplify the Share the Force campaign and the film Star Wars: The Force Awakens by hosting an immersive Star Wars experience at L.A. LIVE.
Results
Hosted guests with an immersive Star Wars experience featuring four interactive domes, photo ops with Darth Vader and other characters, a pop up shop and more
Featured Work | Retail Marketing
Beauty Blowout 2.0 Innovation
Target, 2018-2019
My Role
Led the in store brand experience for the Beauty Blowout 2.0 innovation in partnership with Merchandising, Visual Merchandising, Store Design, Store Operations and agency partner KNOCK.
Objectives
Create a shopping experience that:
- Provides inspiration to aide category/product discovery
- Feels easy to navigate
- Communicates value via price
- Ensures a balance between Target and vendor voice
- Highlights service offerings
Results
- Built mock-store in off-site space to test and learn; hosted shop-alongs to collect guest insights
- Obtained approval to remodel 25 test stores; later rolling out to all new stores and remodels
- Drove 6% sales lift in test stores
Mens's Goodfellow & Co Grooming Brand Launch
Target, 2019
My Role
Led the in store brand experience for the Men's Goodfellow & Co grooming brand launch in partnership with Merchandising, Visual Merchandising, Store Design, Store Operations and agency partner KNOCK.
Objectives
Introduce the extension of Goodfellow & Co in men's grooming as a modern, good quality and good value alternative amongst a sea of national brands.
Results
- Created brand awareness by developing large focal header Goodfellow & Co large focal header within dedicated space
- Highlighted product value via in store signage
Featured Work | Events
Dentsply Sirona World 2022
Las Vegas
My Role
Led the overall event strategy, planning, and execution of Dentsply Sirona World 2022.
- Brand Experience | Toolkit development including thematic, creative wrapper and all event assets
- Integrated Marketing | Cross-channel planning (digital/website, email, paid/organic social and PR) to drive attendance
- Event Revenue | Funding planning to offset event expenses and generate product sales
- Measurement & Analytics | Post-event data reporting including attendance, survey and revenue generation
Objectives
- Education | Provide three days of marketing leading clinical education and access to CE credits for eligible courses
- Entertain | Host private entertainment events including a night of comedy and headliner musical talent
- Engage | Spark engagement via exclusive networking experiences
Results
- Attendance: 3,369 dental professionals
- Revenue: $115M+ in record sales & $8M in event revenue
- Exhibitors: 80+ industry vendors/partners
- Positive event rating and NPS
Dentsply Sirona World 2022 | Highlights
Optum Forum 2021
Virtual
My Role
Led the strategic approach and brand experience for Optum Forum 2021.
- Strategic Approach | Three day virtual series with focused content by day: Impact, Unite & Empower
- Brand Experience | Toolkit development including thematic, creative wrapper and digital assets
- Integrated Marketing | Cross-channel planning (digital/website, email, paid/organic social and PR) to drive participation
- Measurement & Analytics | Post-event data reporting including participation and survey
Objectives
- Deliver thought leadership and user solution content – while offering a personalized learning experience in a virtual environment
Results
- Unique external viewers: 2,067 (goal of 2,000)
- NPS: 50 (+3, compared to 47 in 2020)
- Pipeline: 39% plan to take action (goal 30%)
Optum Forum 2021 | What to Expect Video
Featured Work | Operational Excellence
Events Center of Excellence
Optum, 2019
My Role
Partnered with leadership to build capabilities for the newly created Events Center of Excellence.
Objectives
- Develop new event strategy rigor to transform the planning of marquee events
- Onboard internal and external partners
Results
- Drove new processes to capture the event strategy for marquee events in advance of kickoff and brief development:
- Discovery meetings
- Identification of problem or challenge to be solved
- Audience insights and needs
- Goals and associated metrics
- Budget
- Creative thematic inspiration
- Key messaging and content needs
- Branding toolkit needs
- Standardized templates, process and governance to streamline planning
Cosmetics & Skin Care In-Store Marketing (ISM) Playbook
Target, 2017
My Role
Led the development of the Target Cosmetics & Skin Care ISM Playbook in partnership with merchandising, store operations and agency partners, Collins and Knock.
- Obtained alignment with merchant partners on objectives
- Engaged priority vendor partners throughout the journey
- Visited multiple store layouts to understand nuances
- Conducted shop-alongs to obtain additional insights on the guest shopping journey
Objectives
Develop a Cosmetics & Skin Care ISM Playbook that allows vendor partners to maintain their brand personality while unifying messaging in store for the guest experience providing:
- Ease of navigation
- Clar communication
- An enjoyable shopping experience
Results
- Comprehensive playbook (100+ pages) providing external cosmetics and skin care vendor partners direction on how to utilize their brand assets (photography, copy, logos, etc.) in partnership with Target-owned tools (font, icons, barcodes, etc.)
- Downloadable signage templates for all sizes and fixtures
- Streamlined creative review process from email to an automated submission, review and approval system
Accolades
"Many people in this organization are masters at getting things done, but Alison ensures focus on the most critical things and can immediately lay out the most efficient and sustainable path to get to the right end. All while bringing leaders and team members along, keeping them engaged in the right ways at the right times."
"I appreciate how Alison understands the big picture, and can break down even the most overwhelming undertaking into digestible steps - I'm so grateful to be working with her."
"Alison's background translates brilliantly in the broader brand team initiatives - she thinks from the view of who will engage, interact and experience; dimensionalizes opportunities and immediately can envision how to bring experiences to life."
"Alison has a way of making the work better, and how we work on the work better."
"Alison – You are fiercely loyal which is why I knew you were the perfect fit for our team right away. Your passion and desire to do good in your work is contagious. It truly brings energy to the team (and me!). Your kindness and authenticity are extremely refreshing – working with you is such a joy. Your inquisitive nature is unassuming and appreciated as it helps us get to the root of the problem/task at hand. You are friendly, dependable and positive. With an outstanding attention for detail, you’ve truly rocked your first 6 months. I’m looking forward to the continued partnership with you as I only foresee you continuing to play a big role on our team. Thank you for all you do – it’s an absolute honor working with you."
Get in Touch
Contact
alison.yeamen@gmail.com
612.655.8984
