Brandi Guccion

About

With a Bachelor of Business Administration in Advertising & Public Relations from Texas Christian University, this marketing professional has a robust career in brand strategy and digital marketing. Currently managing marketing and creative projects at JCPenney, they previously served as Vice President of Brand Marketing & Ecommerce at Signet Jewelers Limited, where they led a successful rebranding initiative for Banter, significantly boosting brand awareness and e-commerce sales. Their strategic leadership at Big Lots Stores as Director of Marketing Strategy resulted in notable sales increases and award-winning campaigns. With expertise in managing large teams and budgets, they have consistently driven growth through innovative marketing strategies, data-driven insights, and effective social media engagement. Their career is marked by a commitment to enhancing brand presence and consumer engagement across various platforms.

Experience

• Marketing / Creative Project Management · JCPenney08-01-2024

  Responsible for managing marketing and creative projects, likely contributing to the coordination and execution of marketing campaigns and creative initiatives.

• Vice President, Brand Marketing & Ecommerce - Piercing Pagoda · SIGNET JEWELERS LIMITED2018-05-01 – 2023-07-01

  Led brand marketing and e-commerce strategy for Banter. Managed a team of 25. Responsible for all brand and digital marketing, including creative, visual merchandising, public relations, social media, paid media, and CRM, with accountability for an e-commerce site. Managed relationships with creative, media, PR, and influencer agencies. Led a complete rebranding strategy to transition from Piercing Pagoda to Banter, increasing brand awareness by 6 basis points. Leveraged data-driven customer insights including iterative testing of names and potential impact on brand perceptions among target consumers. Updated name, logo, visual identity, core target, brand purpose, and tone. Led the development of an integrated marketing campaign to launch the new brand, including PR, celebrity brand ambassador, organic social, paid social, email, store signage, online video, and display. Drove 4x growth in e-commerce sales and 35% brand sales increase from 2018 to the present through digital marketing and improving the online user experience. Generated 200% follower and 100% engagement growth by refining the social media strategy and onboarding an influencer agency.

• Director of Marketing Strategy · Big Lots Stores03-01-2014 – 05-01-2017

  Led brand strategy, and integrated brand and seasonal campaign messaging, and visuals across all channels. Owned customer research, broadcast, media buying, public relations, multicultural marketing, and social media. Administered a $30MM media budget and a $6MM production budget. Managed 5 Marketing Managers and Specialists. Launched Shop Big Lots First brand campaign, improving brand consideration by 2 basis points. Increased sales in the Furniture category by 13% and the Patio/Seasonal category by 2%. Delivered breakthrough campaign creative and omnichannel integration, resulting in 651 million PR impressions, 35 million site visits, and Best TV Ad of Holiday season accolades from Ad Age. Increased Q4 comp sales by 2.9%. Oversaw social media engagement strategy, securing over 3 million Facebook fans, over 100,000 Instagram followers, 165,000 Twitter followers, and a highly effective Pinterest page reaching 400% more users than followers.

Education

• Texas Christian UniversityBachelor of Business Administration - BBA, Advertising & Public Relations

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