Saks Fifth Avenue Boston & Columbus
My strategy in Boston focused on branding Saks as the fashion authority to drive sales. My first six months in the role was spent building relationships with media, charities, hotels, restaurants, and clients to assess where Saks should be in Boston community. I also spent time analyzing events, top customer data, sales, store strengths and weaknesses to understand what was driving sales and to find opportunities to increase sales.
My strategy focused on four areas:
Creating large scale events that captured the imagination of our customers and the community and showcased our Designer matrix and Fifth Avenue Club
Partnering with multiple arts organizations to touch our clients and potential clients within the community
Redeveloping partnerships with local organizations that own similar clientele to cross pollinate
Developing a focused strategy to develop and harness the growing Chinese market.
Over the next 3 years, the store hosted multiple top designers in-store for large scale events, I implemented a highly successful Chinese market strategy that was replicated across the company by other markets, and we drove a large increase in sales year on year. Finally, as Marketing Director, I oversaw PR leading to increased media coverage for the store and built community relationships (hotels, restaurants, charities) that enabled us to acquire new clients and support our best clients.
When I added Columbus, Ohio to my region, I worked with the store to overhaul the top client program, developed key relationships within the Columbus community and developed Sales Associate knowledge of tools to support International Students in Columbus with a focus on Chinese students. The growth in loyalty culminated in a successful jewelry vendor dinner late in the year and an influencer led event that brought together 130 community members in-store, generated media attention and elevated community relationships.