Carly Chenault, Marketing Expert in Las Vegas, NV, United States
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Carly Chenault

Verified Expert  in Marketing

Marketing Expert

Location
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, search engine optimization (SEO), and communications to drive growth for businesses of all sizes. She delivers innovative brand strategies for companies prioritizing the 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

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.
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.
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.

Expertise

Work Experience

Advisor | Full-stack Marketer

2024 - PRESENT
Need It For Tonight Ltd
  • Handled app store optimization (ASO) and developed and implemented a unified strategy across all marketing channels that solidified brand identity and consistent tone of voice in messaging and SMS marketing, enhancing overall brand communication.
  • Formulated preliminary quarterly marketing plans, aligning with key investor-identified growth drivers, projecting an increase in customer acquisition and customer engagement, and laying the foundation for data-driven growth in subsequent quarters.
  • Provided targeted training and strategic guidance to the founding team and leadership, empowering them to effectively communicate the brand vision and align marketing efforts with overall business goals.

Senior Marketing Strategist

2021 - 2024
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.

Senior Brand Manager of Retail Strategy

2019 - 2020
TruFusion
  • Developed and implemented go-to-market strategies across all national retail accounts, both franchise and internal, increasing brand loyalty, sales, and profitability, including a 28% year-over-year increase in in-store sales.
  • Conducted ongoing analysis of brand performance, competitors, and category to identify opportunities, leading to a 15% increase in market share.
  • Developed and executed the annual marketing strategy to deliver key strategic and financial brand goals, including volume, profit, expansion, market share, and brand equity.
  • Designed community management and commercial strategies to optimize TruFusion's competitive position for brands distributed by the company, resulting in a 10% growth above the plan in 2019.
  • Created customer-facing product attributes and merchandise hierarchy to improve supply and demand planning and forecasting, leading to a 15% reduction in overspending.
  • Crafted and implemented a content marketing strategy incorporating influencer marketing, boosting social to-web conversion rates by 20% and enhancing product sell-through.

Brand Marketing Manager

2016 - 2019
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

2014 - 2016
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

2012 - 2013
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.

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.

At TruFusion, I navigated the complex retail landscape through a comprehensive brand strategy workshop and redevelopment. I oversaw my team working on content strategy and creation, rebranding segments and auditing physical store locations, product design and development, and retail design. My role was integral in growing the company's retail segment from a modest $500 thousand to an impressive $3 million yearly.

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.

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.

As the senior brand marketing strategist for PixelFLEX and Elite Multimedia, I directed the comprehensive strategic rebranding for both companies. This reengineering involved an extensive array of activities ranging from overseeing my team via strategic planning of website overhauls and the development of new brand guidelines to hosting brand workshops and the net new messaging and positioning packages for all verticals as well as corporate brand identity.

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.

Amid the global disruption caused by COVID-19, I had the opportunity to assist C+C Wedding Films, a wedding videography company, in their endeavor to support brides experiencing wedding rescheduling challenges. Our solution was a meticulously crafted email marketing strategy and a heartfelt sales offer.

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.
2009 - 2013

Bachelor's Degree in Fashion Merchandising

Fashion Institute of Technology - New York, New York, United States

Core

Brand Marketing, Marketing Strategy, Digital Marketing Strategy, Funnel Marketing, Content Marketing, Social Media Posting, Social Media Management, Strategic Marketing, Marketing Leadership, Marketing Analytics, Omnichannel Marketing, B2C Marketing, Product Marketing, Digital 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, 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

Platforms & Tools

Salesforce Marketing Cloud, Pardot, Instagram Ads, Marketo, Lead Capture Pages

Business Models

B2B, B2C

Other

Fashion, Brand Management, Retail Strategy, Strategic Planning, Marketing Plans, 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, 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

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