Carly Chenault
Verified Expert in Marketing
Marketing Expert
Las Vegas, NV, United States
Toptal member since May 31, 2023
Carly is a seasoned marketing professional, leveraging over a decade of experience in brand development, strategy, and digital marketing to drive growth for businesses of all sizes. She delivers innovative brand strategies for companies prioritizing customer experience, spanning various industries, including luxury and emerging markets. In her current role, Carly collaborates with global clients and teams to develop impactful integrated marketing solutions.
Project Highlights
Expertise
- B2C Marketing
- Brand Management
- Brand Marketing
- Campaign Strategy
- Digital Marketing
- Digital Strategy
- Direct to Consumer (D2C)
- Strategic Planning & Execution
Work Experience
Retail Brand Advisor (via Toptal)
Need It For Tonight Ltd
- Initiated the development, direction, and early implementation of a unified customer-centric brand strategy across marketing channels, laying the foundation for enhanced brand identity and messaging for customer growth and acquisition plans.
- Developed a comprehensive omnichannel marketing strategy to boost awareness and drive adoption of the NIFT app. Initiatives projected a 15% increase in customer acquisition and a 20% revenue uplift, focusing on regional rollouts and strategic partnerships.
- Crafted training programs and provided targeted training and strategic counsel to the founding team and senior-level executives, empowering them to effectively communicate the brand vision and align marketing efforts with overall business goals.
- Developed and implemented a community management system focused on consumer/merchant feedback, capturing insights from 2,000+ users and 80+ merchants monthly, resulting in three key product improvements and a 25% increase in user satisfaction scores.
Director of Marketing | Founding Employee
GANI Consulting
- Developed and managed an innovative top-of-funnel digital marketing strategy and data-driven content that delivers an elevated brand story, increasing new user acquisition by 37% across portfolio companies.
- Conducted A/B testing and text analytics to evaluate the effectiveness of growth strategies outlined in brand playbooks, resulting in a 5% increase in conversion rates for portfolio brands. I also leveraged Marketo for marketing automation.
- Increased conversions by 26% and generated $2.5 million in incremental revenue over a specified six-month period through the implementation of the new digital ad strategy.
- Ideated and led brand strategy workshops to deliver new brand guidelines and creative standards for portfolio segment totaling $40 million while driving change management for multiple departments based on updated messaging and positioning.
- Implemented a lead generation and lead scoring strategy through automated marketing systems (with tools like Pardot), copywriting, and retail marketing campaigns that generated $20 million in the pipeline, 50% of revenue, in the first two quarters.
- Established and executed comprehensive growth plans for multiple brands, leveraging data-driven insights to identify new opportunities and optimize existing strategies.
- Led the development of a content strategy team and their content deliverables across multiple channels, including social media management and podcast marketing, resulting in a 30% increase in website traffic and engagement.
- Leveraged my trade marketing expertise and consulted with clients to optimize their tradeshow presence through booth design refresh and implementation of experiential marketing activities, resulting in increased leads for their sales pipeline.
- Utilized Sprout Social to streamline social media management for multiple clients, ensuring efficient scheduling, engagement, and performance tracking.
Head of Retail | Strategy and Brand
TruFusion
- Developed and implemented GTM strategies across all national retail accounts (franchise, internal, and eCommerce via Shopify), increasing brand loyalty, conversions, and profitability, including a 28% year-over-year increase in in-store sales.
- Led 10 in-store openings and rollouts as part of the operations team, dedicating substantial field time to collaborate with franchises, developing comprehensive support systems and training programs while ensuring compliance with retail programs.
- Managed retail and purchasing department budget and P&L, leveraging ROI analysis to derive insights and offer strategic recommendations to executives for optimal resource allocation, guiding future decision-making and maximizing return on investment.
- Established an internal sales team and developed customized sales materials, including product-specific training sessions and hands-on experiments, to drive product adoption, increase sell-through rates, and support retail growth at the franchise level.
- Launched eight new brands within an 18-month period, resulting in three branded partnerships, while collaborating with marketing to strategize and execute influencer activations for product launches and consumer-focused events to amplify brand presence.
- Oversaw the retail marketing calendar effectively, orchestrating impactful nationwide launches of new brands in both internal and franchise contexts, including GTM eCommerce initiatives for a newly launched shopping experience.
- Optimized in-store sales strategies and incentive programs continuously, collaborating closely with franchise owners, merchants, and brand partners to enhance customer experience, resulting in a quarterly 28.5% sell-through rate.
Brand Marketing Manager
Freelance Clients
- Developed and executed outbound GTM processes and plans to drive enhanced brand standards through creative content, targeted consumer engagement events, enhanced communication strategies, and email marketing, increasing brand awareness by 25%.
- Boosted social engagement by 55% by developing marketing strategies, including effective Instagram account management, positioning and branding clients as thought leaders in industry-specific markets, and helping drive meaningful business and growth.
- Exercised end-to-end ownership of new client sales experience, from pre-sales marketing strategy through deal close and sales analysis, increasing client revenue by 73% year over year.
- Handled online reputation management. Created comprehensive brand management playbooks for clients, resulting in a 20% increase in sales revenue and a 10% increase in customer retention.
- Built a team that delivered high-quality creative output on time and within budget, resulting in a 20% increase in client satisfaction scores.
Inventory Analyst
Barneys New York
- Utilized data analysis and forecasting skills to optimize inventory levels and ensure product availability, resulting in a 20% decrease in out-of-stock items and a 15% increase in sales revenue.
- Collaborated with cross-functional teams to develop and implement effective pricing strategies that increased profit margins by 5%.
- Managed a team of inventory analysts, providing coaching and guidance to improve their data analysis and reporting skills, resulting in increased accuracy and efficiency in inventory management.
- Developed and implemented inventory management systems and procedures, ensuring accuracy and efficiency in tracking inventory levels and movement, resulting in a 30% decrease in inventory holding costs.
- Conducted regular analysis of sales data, customer feedback, and market trends to inform strategic brand decisions, resulting in the successful repositioning of the brand and a 15% increase in brand awareness.
eCommerce Merchandising Expert
Alice + Olivia
- Handled conversion rate optimization (CRO), improving site conversion rates by 15% through eCommerce marketing, regularly reviewing and optimizing product pages for better presentation and user experience.
- Collaborated with creative and production teams to ensure product images and swatches aligned with brand standards and accurately reflected product attributes, improving website aesthetics and customer experience.
- Managed the product launch process from start to finish, ensuring accurate and timely uploading of product images, descriptions, and pricing for multiple categories.
- Developed and maintained a deep understanding of product features, key aspects, and customer preferences to make informed recommendations for product detail sections and overall product strategy.
- Conducted monthly competitive analysis, providing insights that led to developing new product features and marketing strategies.
Project History
Revitalizing TruFusion | An Expansive Retail Brand Strategy Initiative
Elevated TruFusion's retail segment from $500 thousand to $3 million, grew the email list by 65 thousand, oversaw content development and strategy, and launched three private label lines with major brands such as Lululemon and Year of Ours.
My hands-on approach in developing and executing strategic initiatives was critical to this success, such as designing three private label lines that resonated with our consumer base and solidified TruFusion's place in the market. My continuous effort to engage and grow our customer community culminated in expanding our email list from 10 thousand to robust 75 thousand.
Collaborations also formed a crucial part of this project. I finalized productive partnerships with industry titans like Lululemon, Year of Ours, and Beyond Yoga. These collaborations diversified our offerings and enhanced TruFusion's brand perception, further accelerating our growth trajectory.
Elevating On-Demand Fashion: An Omnichannel Marketing Overhaul
Developed and implemented a comprehensive omnichannel marketing strategy, unifying brand elements and optimizing customer experience to drive growth for a fashion-tech startup.
I collaborated with the founding team to identify key growth opportunities by developing a roadmap for a cohesive customer experience. This strategy unified brand messaging, positioning, and visual elements to elevate market presence and drive meaningful business impact.
The multi-point conversion strategy I implemented focused on expanding the customer base, increasing average order value, and maximizing lifetime value. By engineering a targeted social and content approach, we leveraged influencer partnerships and strategic brand collaborations to amplify awareness.
I reconstructed the customer journey to optimize conversion points while designing a community management system that created innovation feedback loops. This iterative approach continually refined the customer experience, driving positive app store reviews and boosting visibility.
Hyper-Regional US Entry Strategy for Rationale Beauty
Spearheaded a comprehensive, data-driven US market entry strategy for Rationale, an Australian luxury skincare brand, focusing on hyper-regional targeting and strategic partnerships.
Intimate Revolution: Launching a Gen-Z Lingerie Brand
Developed and executed a comprehensive launch strategy for a Gen-Z lingerie brand, unifying brand narrative, implementing omnichannel campaigns, and creating scalable growth frameworks.
I began with a brand audit, assessing the market position, identifying growth opportunities, and creating a framework for deeper consumer understanding. I expanded on the brand's motto, "Be the Love of Your Life," to develop a self-love campaign aligned with the demographic. This underpinned the omnichannel campaign strategy, leveraging social partnerships and giveaways to boost brand awareness. I designed influencer and content strategy, selecting influencers to embody the brand narrative and establishing content pillars for videos, line sheet releases, product try-ons, and behind-the-scenes NYC production. This storytelling approach became the blueprint for future drops.
I reimagined the consumer journey with an automated schedule addressing cart abandonment, up-sells, cross-sells, repurchases, and product care education. I implemented an SMS strategy offering early access to new drops, growing the CRM database, and creating a tiered shopping experience without discounts. This unified brand messaging optimized customer touchpoints and positioned Chloe Pearl Lingerie as a significant player in the intimates market.
Driving Growth with Strategic Rebranding | The PixelFLEX and Elite Multimedia Journey
Spearheaded complete brand overhauls for PixelFLEX and Elite Multimedia, leading to a combined revenue increase of $3.5 million.
I championed the expansion of our digital presence by launching a YouTube channel and a podcast, introducing our brand to new audiences, and improving customer engagement. In addition, I art-directed the creation of new brand imagery and collateral to ensure visual consistency and enhance brand recognition in line with messaging documentation.
These holistic efforts culminated in notable financial results. PixelFLEX experienced a revenue uplift of $2 million yearly, driven by the totality of its brand overhaul, mainly culminating via paid strategies and web conversions. Elite Multimedia secured an additional $1.5 million in revenue within the first quarter post-brand relaunch, owing to closing three new deals with A-list artists for nationwide tours.
Converting Compassion to Revenue | An Email Marketing Triumph for C+C Wedding Films
Boosted morale and revenue with a targeted email campaign, employing email autoresponders for effective follow-up, which contributed to converting 35% of leads and closing $100 thousand in business within six weeks.
The campaign, which ran over six weeks, offered a discount on videography services, aiming to lift the spirits of our clientele during these testing times. We leveraged a pre-existing email list augmented by leads generated from our website pop-up and social media forms.
My role involved the strategic development and execution of the email campaign, including timing, segmentation, and messaging. The campaign aimed to resonate with our audience's current experiences, ensuring our messaging was sensitive, supportive, and encouraging.
The results spoke volumes about the strategy's effectiveness. The email campaign culminated in a conversion rate of 35%, translating into approximately $100 thousand in business for C+C Wedding Films. It was a vivid testament to the power of thoughtful, targeted communication during challenging circumstances.
Education
Bachelor's Degree in Fashion Merchandising
Fashion Institute of Technology - New York, New York, United States
Skills
Core
Brand Marketing, Digital Marketing, Marketing Strategy, Digital Marketing Strategy, Funnel Marketing, Content Marketing, Social Media Posting, Social Media Management, Strategic Marketing, Marketing Leadership, Marketing Analytics, Omnichannel Marketing, Marketing, B2C Marketing, Product Marketing, Brand Strategy, Campaign Strategy, Social Media, Market Research & Analysis, Email Marketing, Email Campaigns, Go-to-market Strategy, Branding, Social Media Strategy, Search Engine Optimization (SEO), Marketing Technology (MarTech), Cold Emailing, Social Media Marketing (SMM), Instagram Marketing, TikTok Marketing, Community Management, Inbound Marketing, Landing Pages, Marketing Automation, Social Media Content, Content Creation, Facebook Ads, Copywriting, Content Marketing Strategy, Influencer Marketing, Ad Campaigns, A/B Testing, Audience Targeting, Content, Product Positioning, Email Marketing Automation, Lead Generation, Customer Segmentation, Conversion Rate Optimization (CRO), Content Strategy, Paid Advertising, Shopper Marketing, App Store Optimization (ASO), Performance Marketing, Google Ads, TikTok Ads, Customer Engagement, ASO, SMS Marketing, Sales Analysis, Retail Marketing Campaigns, Affiliate Marketing
Business Models
Business to Consumer (B2C), B2B, B2C
Platforms & Tools
Salesforce Marketing Cloud, Pardot, CRM Systems, Instagram Ads, Marketo, Lead Capture Pages
Other
Fashion, Brand Management, Retail Strategy, Strategic Planning, Marketing Plans, Brand Awareness, Direct to Consumer (D2C), Strategy, Positioning, Advertising, Management, Operations Management, Digital Strategy, Strategic Planning & Execution, Business Development, Brand Development, Data Analytics, Data Reporting, eCommerce, Merchandising, B2B Lead Generation, Shopify, Lead Marketing, Community Growth, Product Branding, Inventory Management, Google Shopping, Integration, Customer Acquisition, Thought Leadership, Sprout Social, Go-to-market Plans, Marketing Materials, Crisis Communication, Workshops, Design Thinking, Pricing Strategy, Consulting, Shopify Marketing, Customer Relationship Management (CRM), Startups, Growth Strategy, Influencers, Sales Operations, Creative Strategy, Sales Support, System Architecture, Product Development, Manufacturing, Digital Media, Art Direction, Podcasting, Paid Search, Messaging, Brand Positioning, Paid Media, eCommerce Marketing, Integrated Marketing, Text Analytics, Email Autoresponders, Tone of Voice, Instagram Account Management, Podcast Marketing, Online Reputation Management, Demand Planning, Sales Management, Fulfillment, Presales Consulting, Microsoft PowerPoint, Full-stack, Strategic Partnerships, Consumer Insights, Meta Ads, Luxury Industry, Growth Marketing, B2B Marketing
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