Rebecca Day

Worked in tandem with the overseas marketing teams from the brand headquarters in Sweden and the North American distributors to develop and execute a global and market specific brand strategy, marketing calendar, and budget.
• Managed four North American B2C sites for Primus & Silva (in the US and Canada) that were experiencing steady MoM growth in traffic (up 50-75%), orders (up 50%), and sales (up 50%) over the course of 2024.
• Built four unique newsletter lists to address each market for Primus & Silva in North America. Both brands US newsletter lists increased by 200%-2000% since the start of the year.
• Deliver consistent email campaign strategies that drove sales and brand visibility, often experiencing an increase in traffic (100%) and sales (75%) on sites during the newsletter send day or timeframe shortly after.
• Manage the PR relationships in North America resulting in over 100 placements and 1.2B impressions within mainstream and outdoor media in 2023.

Worked in tandem with the overseas marketing teams from brand headquarters (Sweden and Germany) to develop and execute global brand strategies, marketing calendars, and budgets.
• Integral member of the global marketing teams, running point on global projects such as building global campaign/product briefs and ran any photoshoots completed within North America.
• Revamped and wrote Primus product copy (positioning, long descriptions, features, and SEO inclusion) for the ECOM sites, leading to increased sales and reduced customer service product questions.
• Ran point on the creative, content and messaging on the B2C sites for Primus and Hanwag, with sales that consistently met sales goals and moved channel into the top five accounts in sales for each brand.
• Developed newsletter communication strategy and created assets for both Primus and Hanwag, driving sales and growth to each online channel. Often driving the largest sales numbers in month end reports.
• Leveraged “sister brands” for additional brand visibility. Showcased Primus, Brunton and Hanwag as “prop” partners within Fjällräven marketing. Developed a Fjällräven Shop assortment for Primus that led to 100% growth in sales YoY.
• Partnered with PR agency and Primus Partner Chef to build and execute “Primus Cooking Classes” with select media outlets. These classes often led to media coverage for the brand in outlets such as Gear Junkie, Sunset Magazine, and Food & Wine.

Joined the small team when the brand was under 10 employees. Helped grow the brand, the marketing team, and the visual impact towards what the brand looks like today.
• Built, grew, and managed team of six full-time employees ranging from photographer to ECOM specialists. This team created processes, developed, and executed plans and programs that achieved yearly double-digit growth that exceeded online sales goals, and grew the company’s email list, resulting in 100% growth each year.
• Led team to develop a toolbox that could be used across multiple channels and audiences. We delivered sales materials that increased pre-book numbers by over 100% and seasonal fill-in orders by 50%. We built an image library including lifestyle, product/feature shots and grid/laydowns that drove content to 300k+ followers across social channels.
• Ran point for all brand representation and customer touch points. Developed product assortment, shop flow, and merchandise plan for the new brand shops in Fort Collins, San Francisco, and Boulder. Designed the space and built the event schedule for trade shows that made the booth one of the busiest within any given trade show.
• Grew brand reach into new markets with events and collaborations across a wide range of interests. Introduced Topo Designs into the Aspen Jazz Festival, the Hot Luck Food Festival, and the Fort Collins/New Belgium bike-to-work station. Also led collaboration partnerships with Woolrich, Chaco, Opinel, Tenkara Rod Co., and Danner, resulting in the quick sell through of these limited-edition products.
• Drove in-house PR initiatives and built strong relationships with media, increasing press hits 66% each year.

Promoted into more of a traditional marketing roll, running brand communication, executing sales tools, creating trade/retail needs, and managing internal marketing team.
• Became a global member of the Thule creative team working closely with the hardgoods team in Connecticut, the brand team in Sweden, and the Chariot team in Canada to execute a global brand vision by developing and enforcing brand guidelines in all marketing materials. Led team in planning, developing, and delivering the first global lifestyle photo shoot for all brands.
• Supervised team of creative individuals, consisting of graphic designers, photographer, and marketing coordinator. Built career paths and successes for each to only lose one employee in my tenure.
• Planned and executed the first soft goods launch for Thule with the Crossover Luggage Collection, introducing the brand into new channels (travel and computer electronics) and developing an iconic product name that is still available today.
• Evaluated multiple marketplaces to ensure that marketing materials supported the most effective way to deliver the brand and increase sell-through at retail. Managed global packaging refresh.

Managed trade show booth logistics, creating a branded environment that helped drive brand awareness and all packaging project from development, to creation, and final production to ensure on-time delivery.

Accountable for project management of packaging development for 100s of products ranging from hang tags to elaborate cellphone. Brought all dieline creation and production in-house and managed deliveries to hit product launch deadlines.

Traditional graphic designer roll-developing workbooks, creating packaging, and managed all content for the Kelty website