Jennifer Lacasse

Experience

• 

  Natco Home Products

  Dec 2002 - Feb 2007

  Marketing Coordinator/Associate Product Manager
• 

  Cookson Precious Metals

  Feb 2007 - Feb 2012

  Marketing Coordinator
• 

  Empower Fitness

  Mar 2012 - Jun 2019

  Product Marketing Manager

  During this role, I directed the designing, testing, and manufacturing of quality products and packaging by collaborating with engineers. I successfully performed multiple tasks, such as administering 300+ SKUs, following product life-cycle through introduction and management of decline, and ensuring product alignment with industry trends. I built pre and post-launch strategies and financial direction for product lines for Special Make-up accounts, Big Box, and Regional Stores across several distribution channels to produce buzz, increase interest, and evaluate product quality, sales performance, and improvement opportunities by partnering with other departments.• Constructed B2C messaging for websites, social media, and product packaging as well as established programming outlines for workout videos, fitness trainers, and production houses.• Drove marketing campaigns and ROI by assessing data, using customer insights, and conducting research.• Boosted revenue by up to 50% by successfully overseeing the launch of new product line.• Augmented revenue by up to $9.5M by launching a muscle recovery line for Walmart, resulting in multi-vendor new category assortment for retailers.• Acquired up to 75% growth in TJX Companies by increasing revenue from $4M to $7M.• Surpassed growth in annual sales with off-price retailers from $9M to $14M. Show less

• 

  A.T. Cross Company

  Nov 2019 - now

  In my most recent job role, I devise/employ effective strategies for the annual marketing calendar, evaluate market trends, and launch multiple promotions to drive offline and online sales in coordination with the Ecomm Director. I also direct a team of four customer service representatives and one marketing trade manager to provide guidance in achieving set targets and showcasing excellent performance.Below are my key accomplishments in this role: • Adeptly controlled a $1.5M budget and navigated a temporary $100K max annual budget during 2021-2024.• Owned the Product Development funnel, ensuring timely completion of all activities within budgetary constraints.• Established and maintained the Cross brand's cohesive messaging, visual identity, and positioning for a unified and impactful market presence.• Augmented sales with trade partners by initiating and deploying a back-in-stock marketing campaign.• Reduced the number of unread consumer emails from backlog of 3500 to zero unread messages by implementing a schedule for CSS staff members and improving response time.• Increased customer ratings for Better Business Bureau from F to A- within two months by delivering high-quality services. Show less During this tenure, I gained comprehensive experience in public relations and brand buzz, focusing on publishing content to reinforce brand messaging and attract new customers. I oversaw the planning/execution of international events in adherence to corporate initiatives by partnering with regional teams and direct reports. I performed consumer research and social listening to determine the requirements and opinions of primary/secondary target markets. I maintained consistency of brand messaging across all omnichannel marketing locally and globally by steering four trade marketers spanning across EMEA, APAC, LATAM, and Japan regions. I also managed the budgeting process of worldwide marketing and fulfilled all trade marketing demands to drive positive business outcomes. • Optimized new product distribution rates by up to 50%, higher ROI, and greater customer satisfaction/retention by preparing category management presentations and sell-through materials.• Drove brand awareness and average order value by devising channel-specific marketing strategies, analyzing regional needs, and establishing customer insights.• Successfully planned and rolled out items by meeting GTM and budgetary requirements and assessing KPIs in coordination with global teams.• Approved brand look and feel of global product catalogs, events, and displays in compliance with corporate initiatives. Show less • During this period, I conducted in-depth marketplace analyses and developed trade promotion plans to identify/evaluate strong sellers and slow movers by collaborating with reporting and sales teams. I efficiently created a trade activation GTM strategy and marketing/promotions calendar to sustain records of product launches, events, and holidays. I also validated alignment of all marketing material with brand procedures and assured effective communication of messages to audience in partnership with the creative team and copywriters.• Augmented higher acceptance/purchasing from retail and trade partners and improved average order value by producing messaging for the launch of goods.• Completed various projects, involving the development of yearly new catalogs, seasonal gift guides, and large-scale trade shows in a timely and budgetary manner. Show less

  • Director of Global Trade Marketing & Customer Experience

    Feb 2023 - now

  • Senior Global Trade Marketing Manager

    Aug 2021 - Feb 2023

  • Trade Marketing Manager

    Nov 2019 - Aug 2021