Annelise Falzer

About

Experienced growth marketer with a passion for creating content and strategies that drive results. With a background in managing a multitude of campaigns and channels, I've led brands to achieve their marketing objectives. I have built and implemented a testing framework throughout various industries, to continuously learn about consumers and optimize programs. In my free time, I love exploring the beautiful PNW and satisfying my sweet tooth with homemade baked treats.

Experience

• Growth Marketing and Creative Strategy Lead · Stitch Fix05-01-2021 – 01-01-2023

  Produced performance-driven creative to drive efficient client growth and retention through a test and learn approach, unlocking key insights to fuel optimization. Through leading this agile, iterative and cross functional creative process, assets drove significantly higher CVR and improved CPAs by +30% - Spearheaded always on and Integrated Marketing Campaign growth strategy and briefing process for all digital paid channels, including strategic priorities, performance, testing opportunities and channel best practices - Established a cross-functional work stream with the organic influencer and social team, promoting collaboration and effective communication, which drove significant performance gains for both departments and overall growth for the business - Created a growth specific influencer/ creator workstream, navigating external partnerships to diversify our creative portfolio and tap into new platform trends - Developed a weekly creative performance tracker and monthly newsletter, which greatly improved the distribution of critical performance insights and hypotheses to stakeholders

• Senior Manager, Omni Media · Calvin Klein05-01-2018 – 04-01-2021

  Began as a performance marketing manager for the DTC business and was promoted to lead strategy for North America full-funnel media. Played a key role in moving media services in-house, including team buildout and operations development. - Directed cross-channel budget planning and allocation for upwards of $30M, working with the brand team, licensees and senior leadership, to achieve financial targets - Led and coached the development of a growth team, implementing data-driven marketing strategies and fostering collaboration to achieve organizational goals - Developed and managed vendor relationships, including traditional outdoor advertising, digital media outlets and new affiliate partnerships, ensuring the delivery of high-quality goods and services - Served as a key liaison between the ecommerce and media departments, facilitating collaboration to align product availability, priorities and customer journey paths

• Digital Marketing Manager · Kate Spade07-01-2017 – 05-01-2018

  Led the efficient delivery of aggressive category and channel growth, taking ownership of and optimizing key channels that drove a remarkable average of 27% YoY revenue growth while improving ROAS by 35%. - Led paid search, affiliate and SEO channels, consistently analyzing performance metrics, identifying opportunities to increase efficiency, implementing strategies to improve ROI and drive results - Owned and managed budgets across multiple channels, regulating KPIs to meet and exceed company goals - Collaborated with the ecommerce team to brainstorm and execute new growth tactics across Kate Spade US, Canada and outlet businesses - Structured monthly planning meetings to align all channel calendars, driving seamless launches and promotions throughout the fiscal year

• Account Manager · Rakuten06-01-2013 – 06-01-2017

  Promoted three times within four-year tenure by consistently providing outstanding client service and affiliate expertise, allowing for increased account leadership opportunities. - Managed the affiliate programs for a portfolio of leading online retailers including, Saks Fifth Avenue, Lord & Taylor, JCPenney and Microsoft Store - Supported quarterly in-person account reviews with c-suite level executives and leaders, honing my ability to effectively communicate complex ideas and build strong relationships with key decision-makers - Conducted in-depth analysis of clients’ competitive landscape and success of placements providing spend recommendations and optimization strategies based on individual client KPIs - Created and oversaw a project management system that tracked creative assets, promotions, and deadlines across ten retail brands, resulting in a more streamlined process and improved efficiency in media placements

Education

• Loyola Marymount UniversityBachelor's, Communications

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