How do you transition a rap queen into a credible fashion designer? Kmart presented this challenge as they sought to raise awareness and drive sales for the Nicki Minaj Collection.
I led a team of marketing managers and coordinators in the development and execution of full-service digital marketing strategies. Services included social media management, content creation, direct response paid media campaigns (social, SEM, display remarketing), e-mail marketing, coordinated campaigns with talent and influencers, promotional giveaways, product copywriting, e-commerce management and web administration, SEO, web and print design, web development, weekly performance analysis, and quarterly board presentations.
In 2015, I designed and developed boutique e-commerce experiences on the Shopify platform that have since become a brand architecture case study for Kmart on how to build sub-brand equity and effective landing pages.
Since beginning work on the Nicki Minaj clothing line, the brand has become a category leader for Kmart’s apparel business, and the digital marketing efforts of my team and I have influenced various other business units throughout Sears Holdings.
Direct response media campaigns driving to the Shopify e-commerce experience increased monthly online sales more than 60% and paid media ROAS by nearly 300% for each brand. Overall, media executed across social, SEM, and display remarketing generated a consistently positive ROAS that ranged between 200% to 400% of spend each week.