ECCO
ECCO Shoes was founded in 1963 by Birte and Karl Toosbuy, who dreamed up a shoe business that brought leather to the next level. Their current technology invests in water purification, sustainable processes, and recycling techniques offering the world’s most cherished luxury goods, footwear and soft good brands.
Our marketing team worked to push out campaigns that would target a new, younger demographic while continuing to engage the current community that loves ECCO’s premium leather products.
I focused on spearheading paid campaigns for both our e-commerce and retail spaces: launching all paid/unpaid posts on socials, creating relevant content to the US and CA markets, and managing all engagement.
Focal Points:
Was responsible for conceptual development and implementation of paid social media campaigns in American markets to increase brand awareness and ROAS (including DTC)
Developed North American market focusing on paid social media campaigns driven by A/B testing with the commercial calendar while maintaining a conversational calendar
Managed community engagement and content for all social channels through Sprinklr
Owned digital marketing campaigns with wholesale partners (Zappos, Nordstrom, Dillard’s)
Was responsible for adapting global campaigns in the North American market to achieve relevancy to key consumer types and meet the specific business needs of brand categories across comfort & style, golf, and leather goods in multi-channel environment (DTC and Wholesale)
Measured and evaluated the effectiveness and ROI of media and digital programs, continuously optimize for performance
Ensured creative assets and brand materials met the needs of the US and CA markets, includes skills in photoshop, premier pro, and illustrator
Leveraged consumer and commercial insights
Regularly reported on campaign performance
Increased Total Sales on AMS by…
236%
Grew awareness in Meta by…
40%
Improved A+ Product Listings
300+
Paid Socials
Creating paid social ads was a weekly need, as our e-commerce team quickly adjusted promotions.
I was responsible for designing all graphics being used, setting up campaigns, managing budget, and recording results to appropriate teams afterwards.
During my time at ECCO, I expanded our audience in CA by 40% which directly showed up in increased foot traffic at in-store events like our Cleaning Event (collaborating with the retail team).
Content Optimization
A large part of my responsibility was using my graphic design and copy writing skills to advance our online content so that it was up-to-date, eye-catching, and beat competitors on platforms.
Our product descriptions were very out-of-date. Important search terms and value props were left out, and so it became a priority for top-selling styles (ASINs) to update copy for this reason. Over 100+ product copy’s were refreshed.
I created A+ graphics for over 300 product listings that told a story on the season and collection they belonged to. Another priority was increasing awareness and sales for our shoe care line (as seen on the bottom section).
Organic Facebook Posts
Collaborating with our global social media team, I executed schedules for both US and CA Facebook pages that drew attention to new style releases, collaborations, and highlighting best-sellers of the Spring/Summer or Autumn/Winter season.
•••
Our Facebook pages contains a tight-knit community, and maintaining a regular posting schedule was critical to page health and engagement.
Community Engagement
Represented brand voice across social channels, de-escalated customer disputes, and promoted brand trust
Developed best practices for customer engagement
Directly worked with the Customer Support team to resolve customer complaints
Channeled feedback into our Retail Marketing Initiatives (such as our free Shoe Cleaning Events)
Raised awareness for our cleaning products and strategies for maintaining leather
Organized Events for Community
12
Resolved Customer Complaints…