Portland-based Senior Marketing Leader with 13+ years of experience.

Driving results for industry-leading global brands including, Columbia Sportswear, Merrell, Swarovksi & L’Oreal.

Shaking up heritage brands since before social media was in the lexicon.

Whether budgets are tight or in the hundreds of millions - I have extensive experience building integrated plans that push progress on ambitious goals.

CLICK THE LINKS BELOW TO READ HOW:

✓ Re-introduce a 100+ year old jewelry brand to millennials

✓ Make your dad’s shoe cool for Gen Z

✓ Take a brand known for it’s affordable fleeces and gain traction with Sneakerheads

My Background

From launching some of L’Oréal’s very first social handles to taking Columbia Sportswear to the moon — literally — I’ve been on the forefront of today’s rapidly evolving marketing landscape.

I’ve spent the past decade helping brands understand what to do when awareness is sky high, but sales are dwindling; how to scale reach with conservative budgets in uncertain times (pandemic, anyone?); and how to capture attention in a crowded marketplace with an ever-more distracted consumer.

I’ve worked closely with leading digital partners like Google and Meta; led world-class media agencies, like UM and Havas, leveraging data, insights and learnings to build better and then even better plans; and I’ve stewarded brand strategies across the aisle (cross-functional) and across the globe, personally touring markets from North America to APAC and everywhere in between.

And I’ve done it all in the service of building brands that people love.

Senior Manager, Global Brand Marketing

COLUMBIA SPORTSWEAR

2019 - 2023

•	Leading the vision, strategy and execution of the digital consumer experience for Timberland
•	Building both brand accretive and commercially resonate strategies to drive business across DTC and wholesale channels
•	End to end journey management and analysis to drive successful consumer acquisition, conversion and retention

Director, Marketing & Communications

FREE COUNTRY

2017 – 2019

  • Develop and lead large-scale brand campaigns to increase brand exposure and propel growth, increasing overall brand awareness by15% with key audiences during FW17 campaign
  • Lead cross-functional alignment to create an omni-channel consumer experience across wholesale and DTC, inclusive of brand communication (Media, PR, Social), customer acquisition and CRM/ loyalty programs
  • Led a full brand and eCommerce rebrand/relaunch resulting in a 21% sales growth YOY in the first six months

Manager, Brand & Communications

SWAROVSKI

2016 – 2017

  • Led brand strategy for North America at the world’s #1 fashion jewelry company, overseeing regional teams and external agencies. Grew unaided brand awareness by 3%, consideration by 4% and increased on-trend perception by +1 rank yoy
  • Developed and managed comprehensive communication and marketing programs with budgets surpassing $34M through implementation of key projects; social media; celebrity and influencer relations; brand collaborations; and brand storytelling
  • Planned and oversaw consumer and media experiences, including in-store events, product launches, press previews, trade shows, both nationally and globally

Agency Account Lead, Bratskier & Company

BRANDS: L’Oréal, Merrel, Allergen, Elizabeth Arden & more

2011– 2016

  • Managed a 15-person account team and served as primary client contact and counsel for global and emerging brands

AND MORE!

Director, GTM & Digital Experiences

TIMBERLAND, VF CORP:

2023 - Present

  • Key contributor in development of the CS global brand strategy, seasonal brand plans and go-to-market strategy
  • Directly manage full-funnel media strategy and plans for US market while supporting regional markets adoption/adaption and ensuring achievement of key KPIs 
  • Own agency, key media partner, and vendor relationships. 
  • Ensure proper media tracking and reporting to deliver a better understanding of consumer media behavior.

COOL STUFF I’VE DONE:

SPOTLIGHT:

WHISTLE SPORTS INTEGRATION:

Partnered with leading digital sports channel for 18-34yo, Whistle, to build an even deeper connection with the NFL audience Columbia has been heavily investing in over the last 3 years ($15M+ linear TV), focusing in on young and diverse consumers.

The Results:  

  • Co-created YouTube episode has Whistle's BEST average viewed performance of any piece on their channel, EVER. 

  • Took advantage of a groundswell of interest around Eagles QB Jalen Hurts and used white-listed :30 video as Brand Spot in F22 NFL broadcast flight.

    • Thanksgiving Game (Cowboys vs Giants) spot garnered an attention index of 157 (F22 brand spot index of 83) and dedicated Columbia.com/gold url saw an increase of almost 3,000% (TV data courtesy of iSpot)

Read more at MediaPost: With Jalen Hurts In Ads, 'Solid' Sales At Columbia Sportswear

AWARD-WINNING CUSTOM WINDOW DISPLAY:

This Fall 2022 interactive unit was stationed on a highly trafficked cross-street in New York City. The DOOH installation alternated between showing the Omni-Heat Infinity campaigns :06s brand creative and a ‘Melt The Ice’ display triggered by cold weather and activating as consumers walked past,

The Results:  

  • Columbia Sportswear won a Bronze OBIE award for F22 Custom Window display

Read more : OAAA UNVEILS THE WINNERS OF THE 81st OBIE AWARDS FOR CREATIVE EXCELLENCE

Wait, there’s more:

A sampling of recent projects I’ve worked on with amazingly talented teams:

MASTERING ENGAGEMENT Sometimes, the most important thing you can do is stay relevant with your core consumers. After launching a successful custom content hub in F21 - we repartnered with leading outdoor publication, Outside, to create an even bigger, and warmer, activation. Check it out!

  • By making the Fall ‘22 Interactive hub engagement-oriented with more influencers and thumb-stopping video content - we saw a +53% ​higher CTR YOY ​

GOING TO THE MOON What do you do when leadership asks for a moonshot? You deliver. But how do you make materials testing on lunar spacecraft relevant for consumers? We partnered with Gizmodo and creator and PhD candidate, Sarafina Nance. Wanna see?

  • To reach younger consumers and tell a story about Columbia and it’s history of innovation, the Intuitive Machines and Columbia Sportswear Company Advancing Women in Technology Program at Embry-Riddle Aeronautical University will provide scholarships and fellowship opportunities to uplift undergraduate and graduate students in STEM-related fields.

THE DJ & THE ‘SNEAKER’ When Columbia saw the road to growth was paved in sneakers - it hired ex-Nike exec and footwear royalty, Peter Ruppe, then put out SH/FT - a shoe like nothing on its shelves. All we had to do is figure out how to make consumers buy it. Are we cool yet?

  • Millennial DJ Zedd inspired media coverage in industry-leading trade and ‘sneaker’ outlets helping lead 2+ billion impressions globally - with 3x the expected traffic to eComm and >95% sell-thru.

EXCEEDING EXPECTATIONS EFFICIENTLY After investing the majority of our Montrail budget in sponsoring the legendary UTMB race, budgets to promote it were small, like $75K small. By focusing on a niche-but-critical audience we were able to ensure that impact was BIG ! Read more

  • By partnering with the leading trail running publication to cover Columbia’s sponsorship of UTMB, we were able to outsource production, reach core, engaged consumers and highlight Columbia athletes along the way.

    The program included:

    Social Posts: 200+

    Online Articles: 11​

    Clicks to Columbia.com: 21,152+​

    Print Spreads: 1

    Impressions: 19.2M

TRYING ON NEW THINGS With consumers still staying home in F21 and a product that takes seeing (and wearing) to believe, we worked directly with Snapchat to create an experiential lens so users could try on our latest technology, Omni-Heat Infinity, from the comfort of their home… or was it the arctic tundra?

  • When the goal of the campaign is for consumers to remember the inside of the jacket - you have to get creative. Our lens allowed users to see that all that glitters IS gold - with the inside of the jacket glowing as you try it on. And it paid off, we struck gold! “The Gold Standard Of Warmth” had double digit gains in Message Awareness (+10%)​

But that’s just the tip of the iceberg. After hundreds of campaigns, thousands of influencers, millions of clicks and billions of impressions, I’m ready for the next challenge ….

Let’s reach our goals together!

  • Call Me: 610-812-9085

  • Email Me: cnroller@gmail.com