Masha Demyashkevich

Experience

• 

  Saks Fifth Avenue OFF 5TH

  May 2013 - May 2016

  Sales Associate and E-com fullfillment

  - Gained extensive experience of the retail landscape, exposure to consumer buying habits and mindset, both in-store and digitally.

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  Mario's

  Dec 2013 - Dec 2016

  Customer Service

  -Assisted with captions, staging, and photography for Mario’s Instagram in addition to daily responsibilities.- Dec 2013, Dec 2016

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  The Bricolage Literary and Visual Arts Journal

  Jan 2015 - Jul 2016

  Community Involvement Officer ('15-'16), Reviewer and Contributor ('15)

  -Built The Bricolage brand through photography, events coverage, daily social media engagement, and interpersonal communication with the creative community.-Increased Twitter following by 45%, doubled followers on Instagram, and quadrupled Facebook reach for 2016.- Sat on the selection panel for prose submissions.- Published 2 poems in the 33rd issue.

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  The Daily at The University of Washington

  Jan 2015 - Jul 2016

  Reporter and Columnist

  -Created The Daily’s first fashion column, Fashion Police, critically examining the fashion industry from perspectives such as sustainability.

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  Vhoto

  Mar 2015 - Jul 2015

  Vhoto Representative and User Tester

  - Gained content creation, membership recruitment, and user testing experience.

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  Adidas

  Apr 2017 - Mar 2020

  - Managed horizontal communications to categories and functions around the Women’s brand.- Leveraged Women’s influencers and athletes in activation in partnership with key BU’s.- Market lead for International Women's Day 2020 contributing to product toolkit creation, trade marketing execution, key city DTC activation, and overall market plans.- Managed She Breaks Barriers initiatives to keep girls in sport. Successfully launched "Change in Play" with Stadium Sports Network which lead to 50% avg view through on 20 min long segments. Also launched adidas' first digital coaching platform with non-profit partner Up2Us Sports.- Led strategy and execution on all activation for the US adidas Women’s Communities. Launched adidas Women LA in 2019, matching the size of the existing NYC community in 1 week. Integrated the communities with all digital touch points including Social, eCom, and CRM. Activated 70+ community events in 2019 and increased membership by 33% from Q2 to Q3. Oversaw a bi-coastal agency team of 10+ .- Assisted on creating the overarching NAM community strategy for 2020.- Contributed to the Women's Strategic Business Plan (SPB) for 2020-2023. Show less -Worked on category social strategy and managed category social platforms across campaigns such as Falcon, ComplexCon, Breaking Barriers, and Nite Jogger. Created "Go To Bed, Sneakerhead" for the launch of Nite Jogger (see link) in addition to generating over half a million engagements for the shoe's first fashion drop.-Acted as lead copywriter for all category US social media, with a channel audience of 65 million total users for @adidasOriginals and 60 million for @adidas.-Produced editorial rollouts for social campaigns, analyzed paid media reports, and implemented new social media technologies such as the first-ever in-show shopping experience for Snapchat (see link).-Grew a network of influencers and photographers to promote positive brand mind-share and extend the momentum of priority campaigns through asset publishing, content creation, and strategic seeding. Generated 2 million engagements for Q4 2018 and expanded the network by over 100 creators in under a year.-Created social content for brand moments and product launches (in US and global market). Owned the Sleek campaign for US Key Cities (see link).-Approved copy for all Originals US email marketing campaigns with an audience of 3.4 million. Wrote supplementary eCom copy for US email and homepage. -Tracked and recapped content performance and consumer learnings to educate on best practices.-Collaborated on a global and market level over numerous functions including: Brand Comms, Digital, eCom, Media, PR, SpoMa, and EIM. Show less

  • Brand Communications Manager, Women's

    Feb 2019 - Mar 2020

  • Assistant Manager, Digital Publishing - @adidasOriginals & @adidas

    Jul 2018 - Feb 2019

  • Assistant Moderation & Engagement Manager - @adidasRunning

    Apr 2017 - Jul 2018
• 

  Columbia Sportswear Company

  Apr 2017 - Apr 2017

  Copywriter

  - Wrote the main headline “Tested tough for old school adventurers,” for the SS17 retail and digital campaign.

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  Holt Homes

  Sept 2020 - now

  Leverage data and creative vision to deliver upstream strategies across brand, marketing efforts, and product development.Key Wins:-Produced the marketing department strategy for 2023-Updated brand design guidelines and launched aligned storytelling across content formats new for the brand such as vertical video-Served as the internal lead for product management across 6 new floor plans impacting over 10 communities across the Pacific Northwest with early results producing multiple percentage point improvements on gross margin-Managed internal creative services and agency teams Show less Holt Homes is one of that largest residential builders in the Pacific Northwest and #85 in the Top 100 Builders in the US.-Ensure the relevance of Holt's story, mission, core values and visual identity with target segments reporting into the VP of Marketing and Sales.-Own creative direction into all visual elements, ensuring they reflect the brand identity as well as the quality, style, and beauty of a Holt Home.-Own Holt's overall content strategy and editorial calendar, collaborating with sales and homebuild teams to ensure campaigns are synced with key seasons and priorities.-Drive work streams directly with agency partners and freelance creatives to develop written and visual assets, delivering on-time and within budget.-Manage Holt's social media; develop digital marketing plans around community launches and other campaigns.-Craft unique and differentiated value propositions and messaging tailored across channels and hypothesize, test, measure, optimize, and scale Holt's paid marketing campaigns.-Develop and own the application of the brand across the organization.Wins:-Led the company rebranding effort in 2021. Managed a team across 3 agency partnerships from research to creative activation to digital implementation. Completed Holt's brand strategy "Blueprint" and "The Holt Way" team handbook, key internal documents. The new brand launched at Oregon HBA's Street of Dreams and its localized positioning played a role in the successful acquisition of Holt Homes by one of the world's largest homebuilders: Sekisui House. -Inaugurated key areas of Holt's digital marketing program: display, e-mail, blog, and social media. 10% of total online leads came in via social media in 2021 with 12% of site visitors YOY, an increase of 750%.-Launched brand content with new photo and video in 2021 on limited budget amid multiple ongoing strategic priorities and community campaigns. Show less

  • Director of Product Design

    Oct 2024 - now

  • Sr. Manager Product and Insights

    Apr 2023 - Oct 2024

  • Manager Strategic Marketing: Brand and Product

    Sept 2022 - Apr 2023

  • Brand Marketing Manager

    Sept 2020 - Sept 2022