Best-in-class physical / digital / human connected retail experiences
To support this, built store development, planning, and merchandising as a fundamental core enterprise capability. Developed the first multi-year store experience strategy and design-to-build processes. improved productivity, consistency, and compliance by establishing nationwide store design and merchandising standards, centralized space planning and planogramming, e-learning field training, and audit programs across all stores.
Retail experience honored with 8 Design / Innovation / Technology awards
As a Sleep Number brand champion, led the evolution from a traditional mattress retailer to a sleep and wellness technology leader, resulting in exponential growth and increased brand relevance in the market. Spearheaded three major strategic brand transformations that were crucial to the success of the company.
From 2013 to 2022, leveraged the International Consumer Electronics Show (CES) as a catalyst and introduction of new innovations and brand awareness. Set the vision and strategy to develop disruptive onsite activations with breakthrough immersive technology to help attendees experience the key benefits of the innovations. Led a surround sound amplification plan to connect with tech media, health media, and the broader consumer, positioning Sleep Number as the sleep innovation thought leader, resulting in an average of over 2 billion media impressions per event.
Additionally, increased brand relevance and scale as the NFL's official Sleep and Wellness Partner, being the first sleep brand to activate at the Super Bowl, NFL tent pole, and team events. Led the strategy, content, and technology development to connect with fans through immersive activations and media with a live content creation studio, resulting in an average of over 1.5 billion media impressions per event.
Brand activations honored with 36 Design / Innovation / Technology awards
As a cultural change maker, spearheaded a pivotal shift in the team member experience. Partnered with HGA architects to lead the design development of a new home office, overseeing the architecture, interior design, brand communication, and program management. Within nine months, we successfully relocated 1,000 team members from the suburbs to a new 250K sq ft downtown Minneapolis urban location while meeting a $30M budget.
To develop new revenue channels for the company, launched a multi-use “pop-up” experience and an end-to-end event management program that was leveraged at over 35K events, including home shows, fairs, festivals, and local events. Through integrated lead management, show services, and experiential technology, we were able to drive over 1 million leads and over $300M in revenue over a 10-year span.
Additionally, led the creative, content development, and merchandising strategy for a direct mail catalog program that drove insider repeat and referral business, resulting in a 36% increase in revenue, or $33M, in the first year alone. The program continued to generate an average of 7% revenue growth, or $5M, annually for the following 10 years.
2020 - 2023: Vice President Connected Brand Experience
2018 - 2020: Vice President Brand Experience
2013 - 2018: Senior Director Retail & Brand Experience
2006 - 2103: Director Visual Merchandising & Store Design
2003 - 2006: Senior Manager Visual Merchandising
Experience the Sleep Number Home Office
Vaughn Ellis, Creative Director, Centerpoint Marketing
GREENDOG BOTANICS, Minneapolis, MN - Co-Owner and Founder (2020 - Present)
Entrepreneur, women-owned company creating handcrafted all natural wellness products for dogs. Developed end-to-end product commercialization, ux/ e-commerce experience on the shopify platform, retail, and wholesale distribution channels.
MEDIAMAXX CONSULTING, Minneapolis, MN - Brand & Ecommerce Strategist (2014 - Present)
Partner with retail, CPG, services, and tech-focused brands to enhance the end-to-end customer journey and expand the brand ecosystem. Conduct physical and digital experience audits, map out customer journey gaps and opportunities, develop full-funnel marketing strategies, provide creative direction, and facilitate brand positioning workshops and framework development.
ENTOLO, Golden Valley, MN - Senior Project Manager Global Accounts
RAINFOREST CAFE, Plymouth, MN - Director of Visual Merchandising
PET FOOD WAREHOUSE, Plymouth, MN - Space Planner + Graphic Designer
GROUP B, Minneapolis, MN - Marketing Manager
Bachelor of Science Retail Merchandising (BS), University of MN, Minneapolis MN
Executive Leadership Program, Carlson School of Management, Minneapolis MN
Executive Committee, Board of Advisors,
Goldstein Museum on Design, University of MN College of Design
Advisory Board Member, Retail Touchpoints Network
Editorial Advisory Board Member, design:retail Magazine a product or service you'd like to show.