INTELLIGENT MARKETING + elevate brand & image Intelligent because I start by monitoring our competitors, seeing what they are doing and understanding the wet n wild market. Being analytical is important throughout the process, from the start with regular evaluation.
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I believe one of the most important things is knowing exactly how to interact with your potential customers. What will work, slick videos, high impact photos, product endorsement? As Director of Wet N Wild Brand Management, I would give 100% to working with the brand, understanding our clients to ensure the right exposure for their brands with a consistent and targeted strategy. Part of an intelligent approach is “e-reputation-monitoring,� that is monitoring social media and the web for what others are saying about Wet N Wild. This helps to form marketing strategies and be more dynamic.
My responsibilities with A.I.I. include: Managing creative, marketing and copy writers in the development and implementation of brand strategies for product introductions. (such as Ever Glaze) Work with creative and marketing team to develop promotions, communications, forecasting and inventory management of brand portfolio to achieve sales and market share targets.
IT’S ALL ABOUT THE BASE COAT
clark fairfield director of brand management
INTELLIGENT MARKETING
clark fairfield director of brand management
Working with customers, sales and trade marketing to develop strategic business plan and retailer campaigns by account for the brand. Current development for China Glaze, Ever Glaze and Gelaze has included providing specific marketing and branding for Walmart, Kmart, Wallgreens and Target. Each has its own requirement and style guide for product display and marketing considerations.
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INTELLIGENT BRANDING
... includes a passion –to be the brand champion, own the brand, and instil that passion and excitement in others. My work as Brand & Creative Director with American International requires speed, confidence in a passionate, fast moving group and understanding the unique branding and marketing approach for each brand that delivers real innovation for customers. Within budget!
Average daily project count at AII is approximately 300 active projects under a team of 20 for 10 major AII beauty brands.
Strong leadership in establishing work priorities for multiple projects, accepting responsibility, developing confidence & respect, and shifting priorities to accommodate change Always committed to foster innovative thinking. Creative problem solving by developing data analysis, demonstrating strong financial acumen, identify trends and suggesting result-oriented action plans A thorough understanding of interactive communications and can build and foster trust across functional groups Strong proficiency in Microsoft Excel/Power Point/Word/Adobe CC/Illustrator/ Photoshop/Indesign/Final Cut
With me you get the well-rounded experience and understanding of branding, business, marketing & creative!
clark fairfield director of brand management
“An idea that is not dangerous is unworthy of being called an idea at all “ – Oscar Wilde
CASE IN POINT: China Glaze Family I have worked on brand marketing campaigns for the China Glaze Family. Each brand under CG has its own unique attitude and is strategically targeted to a certain demographic that also fits the retail environment. For the Ever Glaze Brand Marketing campaign I developed creative that would knock out the competition with an aggressive and sporty NIKE inspired marketing campaign for the new product launch. This campaign took a new look at being beautiful. Showing women as strong and beautiful as their nails, was the concept behind this campaign. The two coat application delivered the 1-2 PUNCH!
This marketing campaign was used for ad, in-store display, web, Cosmoprof Trade Show Booth, social media and was a major success for the EVER GLAZE launch. http://everglazelacquer.com
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banner ads •••••••••••••
consistent bottle shots
print ads, window clings
CASE IN POINT: China Glaze Family This marketing campaign feature three part story line them for Spring, Summer and Fall/Winter. For Gelaze I wanted a “lifestyle� approach for this collection. Cute shots of models that were themed to match the shade name became a quick favorite. The image below is for web, however the campaign also translated perfectly into a seasonal print ad campaign.
http://www.gelaze.com
CASE IN POINT: China Glaze Family
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van wraps for outdoor marketing Identify new opportunities for brand growth through; new products, promotions, line extensions, advertising and promotional plans. Additional marketing campaigns included custom van wraps for China Glaze & Ever Glaze. http://chinaglaze.com
CASE IN POINT: China Glaze Family Additional responsibilities at A.I.I. include: Driving creative to ensure implementation is aligned with strategic objectives, strategies are executed into creative, effective, and productive promotions. Guide creative for the visual expression in brochures, internet, and all marketing collateral. This also includes how photo shoots are styled for each collection. I have access to some of the best photographers in town. Keeping on brand by insuring color correction matches product. i.e. color dot and bottle matching
Through analysis of categories and identification of requirements based on competitive landscape will work with Sales and will decide specific retailer campaigns to drive sales Planning and executing incentive campaigns or programs, and participate in all campaign reviews to measure success. http://chinaglaze.com
nail shoots •••••••••••••
CASE IN POINT: additional brand management at AII
clark fairfield director of brand management
Through American International and additional past experience working with luxury brands my track record of delivering, is right on target! Here are additional brand campaigns for AII, clean+easy, Woody’s, GiGi Spa and ARDELL PROFESSIONAL.
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CASE IN POINT: Marketing & branding campaign budget
clark fairfield director of brand management
FINAL NOTE:
Things You Didn’t Know About Nail Polish 1. Nail polish originated in China as early as 3000 BC. The ingredients included beeswax, egg whites, gelatin, and vegetable dyes. In Ancient Egypt, nail polish was even used to signify class rankings: The lower class often wore nude and light colors, while high society painted their nails red. 2. The invention of the car spurred the creation of the first modern-day nail polish. Inspired by automobile paint, a completely colorless version was introduced in 1916. Revlon became the first established nail polish brand in 1932 when they released a cream color. 3. Essie currently sells 311 colors of nail polish, not including nail decals or specialty base and top coats. You can even buy them in vending machines in airports and malls around the country. 4. Acrylic nails were introduced in 1978. And they were invented by a dentist. 5. In 1934, a bottle of Cutex nail polish cost 35 cents. It was only available in three shades of red. 6. The most expensive nail polish costs $250,000. Nope, that’s not a typo. The color, Black Diamond King, is made with 267 carats worth of black diamonds. 7. In 2012, nail polish sales reached $768 million. This was a 32% increase over 2011, and was probably due to a rise in nail art mania. 8. Actress Rita Hayworth popularized red nail polish. After the introduction of Technicolor, Rita’s bold nails launched a polish movement. Much later, Uma Thurman would start a new trend of vamp-colored nails, thanks to her hit role in Pulp Fiction. 9. There are 13 types of nail polish finishes. And they include: shimmer, micro-shimmer, micro-glitter, glitter, frost, lustre, crème, prismatic micro-glitter or shimmer, iridescent, opalescent, matte, duo-chrome, and translucent. 10. Opened bottles of nail polish only last about two years. Unopened bottles can last indefinitely. But once you twist the cap off for the first time, certain ingredients evaporate, which changes the formula and consistency of your polish.
clark fairfield director of brand management