Joanna Chiarello
Verified Expert in Marketing
Marketing Expert
New York, NY, United States
Toptal member since October 28, 2022
Joanna is a visionary brand and marketing leader with a strategic and detail-oriented approach to execution. She bridges a background in strategy, visual design, and marketing to devise and implement effective traditional and digital marketing campaigns for diverse industries. Joanna possesses a proven history of driving results across sales, lead generation, brand recognition, and audience engagement.
Project Highlights
Expertise
- Ad Campaigns
- Brand Strategy
- Campaign Management
- Go-to-market (GTM) Strategy
- Integrated Marketing
- Paid Media
- Partnerships
- Social Media
Work Experience
Marketing Consultant
Freelance Clients
- Spearheaded eCommerce, digital, social, and email marketing strategies for a new brand, including website management, content development, promotions planning, and packaging design.
- Increased lead generation by 30% month-over-month with a cross-channel acquisition strategy.
- Achieved a 32% open rate on email campaigns with around a 3% click rate.
- Attained an 11% engagement rate on Facebook and Instagram.
- Optimized batch and triggered email campaigns through A/B testing to improve click-through rate (CTR), open rates, and revenue and performed segmentation and analysis.
- Developed a strategic affiliate program aligning with high-converting, upper-funnel content partners that increased site traffic by 30% with a 40% ROI. Grew new subscribers by 60%.
Marketing and Communications Director
Roger Dubuis North America (Richemont)
- Directed NA brand marketing strategy encompassing wholesale, retail, and corporate partnerships with 360-degree omnichannel approaches. Led creative direction and devised go-to-market strategies with accountability for a $10 million budget.
- Launched US social media strategy across 400,000+ followers and four brand accounts.
- Facilitated corporate partnerships with Automobili Lamborghini and Pirelli, producing year-long brand activations that generated cross-channel and co-branded content that drove 30% in additional sales.
- Engineered authentic brand partnerships that garnered over 31 million social and PR impressions, 115,000 social engagements, nine media placements, and 113 social posts, resulting in a 17% lift from usual performance and increased conversion rates.
- Developed the first phase of the social response plan following COVID-19, including transitioning to an online press preview, trunk shows, and digital product designs.
Senior Marketing Manager
UNIQLO
- Spearheaded a go-to-market strategy for six new markets and performed market research to develop sales-generating events and influencer strategies that drove online sales and site traffic in key expansion areas and 11 new store locations.
- Achieved $750,000 in incremental sales, 100,000 new email acquisitions, and a 2% increase in-store traffic nationally through implementing an innovative national sampling initiative for two major product categories.
- Established an affiliate marketing program, including an influencer campaign that produced 400+ images with a reach of four million. Generated a 7.6% engagement rate, around 80% above the national average.
- Developed multiple global product campaigns with a $10 million budget from conception through implementation across TVCM, print advertising, and digital and in-store assets.
- Streamlined integrated marketing strategies and campaigns to break down the silos between eCommerce and retail.
Marketing Manager
UNIQLO
- Planned and executed local and national seasonal marketing strategies for new markets, including media buys, digital partnerships, and product allocations. Achieved collective opening sales of 110% of target.
- Developed and coordinated media and program budgets up to $2 million per campaign, ending each quarter around 20% under budget.
- Led and managed a team of three direct reports with oversight of internal cross-functional teams on a project basis, including product marketing, partnerships, research, PR and creative, and external agencies.
Project History
Event Marketing: Development, Production, Content Generation, Social Strategy
Produced a 3-day immersive brand experience that resulted in direct sales and social media campaigns, achieving 31+ million social and PR impressions, 115,000 social engagements, nine media placements, and 113 social posts.
Roger Dubuis, a luxury Swiss watch company, was looking to launch a product in a unique way and enable the sales team to engage with clients and generate sales. Collaborating with local wholesalers and utilizing an ambitious partnership with Automobili Lamborghini, Roger Dubuis hosted clients with high customer lifetime value to experience the brand and be the first to see a new limited edition product.
Throughout the event, I directed the talent and content team to generate the shot list and served as a liaison between influencers and headquarters C-suite executives. I also managed the budget and negotiated all contracts with vendors, venues, transport, catering, and talent. Before the event, I secured paid media and programmatic advertising to continue the momentum and increase brand awareness. I trafficked all ads, native content, and posts and managed the campaigns from start to finish.
GTM Strategy: Launching UNIQLO in the Boston Market
Opened the first UNIQLO flagship store in Boston inside the historic Faneuil Hall Marketplace and increased lead generation to grow online channels and brand awareness.
The strategy for the young market included a 360-degree approach and a 6-month marketing lead, including large OOH buys, paid digital media, and direct mail. I created an influencer campaign featuring 17 local influencers, from business owners to celebrities, to be featured in all opening market content. I further created and managed all opening assets, including print media, direct mail, paid and organic social, paid digital media, and email, focused on the Boston market.
Ultimately we achieved collective opening sales of 110% of the target through partner collaboration and campaign-driven marketing and advertising initiatives.
Affiliate Marketing: Launched Influencer and Email Marketing Programs for New Startup
Increased site traffic by 30% with a 5:1 ROI and grew new subscribers by 60%.
I developed a strategic influencer affiliate program aligning with high-converting, upper-funnel content partners selected through an affiliate network. Focusing on mid-tier and micro-influencers with engagement rates greater than 5%, we saw traffic and sales increase quickly. Coupling this initiative with affiliate email marketing, we utilized email links through influencers’ email campaigns and promoted joint content through owned email marketing.
Education
Bachelor of Fine Arts Degree in Design
The Art Institute - Dallas, TX, USA
Certifications
Ask Questions to Make Data-driven Decisions
Google Ads Search Certification
Foundations: Data, Data, Everywhere
Skills
Core
Brand Strategy, Social Media Strategy, Go-to-market (GTM) Strategy, Ad Campaigns, Campaign Management, Content, Media Buying, Social Media, Search Engine Marketing (SEM), Google Ads, A/B Testing, Affiliate Marketing, Email Marketing, Email Campaigns, Content Marketing, Lead Generation, Digital Marketing, Social Media Marketing (SMM), Google SEO, Print Advertising
Platforms & Tools
Facebook Ads Manager, Advertising Tools & Platforms, HubSpot, Asana, Mailchimp, Marketo
Business Models
B2C
Technical
SQL
Other
Branded Content, Partnerships, Event Marketing, Event Management, Launch Strategy, Leadership, Integrated Marketing, Print Media, Paid Media, Project Budget Management, Data Analysis, Spreadsheets, Slack, Microsoft Teams, Web Content, Digital Strategy, Product Launch, Product Growth, Market Research, Sales Enablement, Customer Research, Data Cleansing, Data Visualization, Tableau, Website Management, Programmatic Advertising
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