Melissa McNally
Brand Marketer
MY WORK
WOMEN'S
RE-LAUNCH
WOMENSWEAR RE-LAUNCH
JASON WU
•Re-launch womenswear brand with new creative director, Jason Wu
•Developed exclusive direct mail campaign for owned retail stores, Bloomingdales and Saks Fifth Avenue
–Additional circulation for owned retail in NY and LA in partnership with Vogue
–Letter from Vogue editor included in mailing introducing the new collection
–$202,119 in net sales
–$90,360 in incremental sales (lift over control)
•Created exclusive digital look book for Nordstrom
–Home page presence
–Women’s landing page positioning
–Digital advertising and email campaign
•Windows and visual outposts in Bloomingdales and Saks Fifth Avenue
•Events in all NYC flagship stores
RETAIL
CONFERENCE
ANNUAL RETAIL CONFERENCE
•Hosted annual retail conference for 250+ guests
–Hawaii, Las Vegas, Puerto Rico, Scottsdale
•Site planning and hotel negotiations
•Developed intranet for guest sign up and transfers
•Collaborated with CEO and SVP of Retail on conference message and agenda
•Planned and executed all nightly events including welcome reception and dinner, awards dinner and farewell dinner both on and off site
–Formal dinner & dancing on USS Missouri
–Opening Cirque du Soleil cocktail party
–Awards dinner at Desert Botanical Gardens
•Created and executed one of a kind full day excursion for top sellers.
–Hired 8 helicopters to fly top seller to Grand Canyon for lunch
–Organized cattle drive and ½ day spa treatments
–Hosted a luxury private house for a special day at the beach
CHARITABLE
POP UP
SHOP
POP UP SHOP ON COLLEGE CAMPUSES, FOR CHARITY
•Polo Jeans Co. takes to the road a denim drive targeting 7 college campuses in the northeast with two day events on each campus inspiring students to G.I.V.E
•Students will be asked to bring a pair of old jeans to the PJC site, they will receive $10 off their purchase of Polo jeans. All the old jeans will be donated to Habitat for Humanity to be used as insulation in new homes.
•On-site jean customization
•G.I.V.E GUIDE distributed on campuses
•The guide is handed out on campus two days prior to event, 4,000 each day
•One side explains how to get involved and lists our charitable partners, the other is a poster that can be placed in their dorm room
•2 page spreads in all college newspapers
•Wild postings on college campuses
•Local PR including TV, radio and print