Ashley Johnson
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About
First and foremost, I’m a marketing strategist at heart and love bringing qualitative and quantitative data together to help build out a successful strategy! I am a solutions provider and aim to achieve results that will impact a business's bottom line.
As the Digital Marketing Manager for FL/KFL, I have led the development, execution, and management of marketing strategies for over 20 brand platforms and initiatives, while also managing our always on marketing. One of my first large-scale projects, was developing the marketing plan for our Washington Heights Community Store in NYC, which now serves as a Playbook for our community store openings. Just last year, I created a strategy aimed at selling through a large quantity of specific footwear within a very limited time period. We were able to sell out ahead of the set timeline.
I took on establishing acquisition, retention, and winback marketing strategies for a subscription-based digital platform for multiple market segments after a re-brand, while at Scholastic. I have helped to launch two new mobile apps, and grow the user base to exceed annual download goals by identifying and implementing acquisition initiatives through in-app promotions, social media, SMS, and email campaigns.
While working full-time and in grad school part-time, I gained an immense amount of resilience that has propelled my career. I am great at building strong relationships, critical thinking, and implementing campaigns flawlessly. -
Education
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Master of Business Administration Marketing and Sport ManagementTHE GEORGE WASHINGTON UNIVERSITY School of Business2011 - 2013
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Bachelors of Science Marketing and Management, Minor in Sport & Entertainment ManagementUNIVERSITY OF SOUTH CAROLINA Moore School of Business2003 - 2007
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Experience
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Digital Marketing ManagerFoot Locker, Inc.New York, NYApr 2019 - Present (7 years 2 months)Develops go-to market strategies utilizing digital performance marketing channels for key brand platforms, product launches, and campaigns for the Men’s, Women’s and Kids’ businesses, ensuring a strong digital integration. Leads the monthly marketing planning and execution across channels in collaboration with brand marketing, ecommerce, and channel teams to drive product sales and meet key KPIs. Builds marketing strategy playbooks for Power Store Openings, key cultural moments, and local marketing for geo-teams. Ensures storytelling and content is consistent and on-brand across all digital marketing channels for each banner, working closely with brand marketing, copy, design, and content teams. Leads the operating review reporting each month, and analyze performance data regularly to inform decisions, identify trends, insights, and recommendations.
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Digital Marketing ManagerScholasticNew York, NYNov 2017 - Mar 2019 (1 year 4 months)Directed, developed, and executed the acquisition, retention and winback marketing strategies for a subscription-based digital platform for multiple market segments after a re-brand. Managed all facets of digital marketing campaigns, including: SEO, SEM, email, paid social, display advertising, the content strategy, and Scholastic.com partnerships. Created offer schedule, built out marketing messaging, directed creative, and calendarized campaigns across channels. Developed new and creative growth opportunities by analyzing test results, campaign data, and identifying trends and key insights to achieve revenue and subscriber goals.
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Digital Sales & Solutions ManagerNew York, NYMay 2017 - Sep 2017 (4 months)• Digital Publishers. Assisted a portfolio of digital publishers, including: Branded Entertainment Network, CLICKON, Indigenous Media, SilverLine Athletics, Perfect365, and Matador with generating new revenue.
• Strategic Thinking. Prospected strategically and cultivated relationships with relevant brands to increase sales opportunities for the digital publishers, while also presenting new content ideas that would be attractive to brands.
• Business Development. Used research and storytelling to successfully secure meetings with top media agencies and a number of brands, including: Secret, Old Spice, DAVIDsTEA, Synchrony Financial, Shinola, Hive, Zumba, and Aftershokz. -
University Relations Manager, MarketingMOKO SOCIAL MEDIANew York, NYJan 2015 - Apr 2017 (2 years 3 months)• Marketing Strategy. Provides strategic direction and recommendations for the marketing of the mobile apps REC*IT and REC*IT Fitness through promotions, email marketing, social media and other integrated marketing solutions.
• Strategic Thinker. Presents ideas to target and engage team captains, Historical Black Colleges and other unique groups.
• Relationship Management. Works with over 25 college campus recreation directors across the US to increase REC*IT’s awareness on their campuses and to help them implement marketing initiatives that will effectively reach their students.
• Sponsorships. Develops creative marketing ideas and sponsorship opportunities to gain brand awareness and increase engagement at intramural regional and national sports events, while ensuring seamless and successful on-site activations with clients such as Papa John’s.
• Results Driven. Marketing efforts, relationship building, and product recommendations resulted in reaching goal of 500,000 users, a 60% increase over last year. -
Marketing, Communications, & Events ManagerSPORTS+PLUSBethesda, MDOct 2013 - Jan 2015 (1 year 3 months)• Online Content. Managed and developed content for the Bryan Brothers’ website – No. 2 men’s doubles tennis players.
• Talent Management. Managed the Bryan Bros. appearance, autograph, foundation and media requests.
• Communications. Created newsletters; designed brochures, logos, invitations and direct email marketing campaigns; and sent out press releases utilizing Cision for US Squash and New York Junior Tennis & Learning.
• Event Management. Registered attendees, seated VIP guests and sponsors, and helped with the set-up and operations at US Squash Open Championships, a luncheon honoring Tennis Channel, and a gala at the Swedish ambassador’s residence. -
SESRCD Program Administrative CoordinatorAMERICAN PSYCHOLOGICAL ASSOCIATIONWashington, United StatesJan 2011 - Sep 2013 (2 years 8 months)• Marketing Strategy. Directed marketing decisions, purchasing, and creative for advertisement materials, managing a $300,000 program budget.
• Consultant. Provided capacity-building assistance to organizations primarily working with African American, Hispanic and Asian populations by helping them identify ways to improve their outreach methods to meet their program goals.
• Online Marketing. Started an online chat for constituents, managed the program website and social media with an aim to increase online visibility and dialogue.
• Event Marketing. Planned over 20 workshops across the US and increased number of workshop participants by 25% through effective marketing efforts, and collaborations with sponsors; resulting in sold out workshops with waitlists. -
Account ExecutiveIHEARTMEDIAColumbia, SCJan 2008 - Dec 2010 (2 years 11 months)* Business Development. Actively prospected, built, and maintained clientele on a daily basis, consistently reaching revenue goals and increasing new business by at least 30% for an R&B and Hip-Hop, Top 40, and Country station. * Marketing Proposals. Created and pitched over 200 results-driven marketing and sponsorship proposals to small to large scale businesses and advertising agencies, while managing and activating contract elements to exceed client objectives. * Execution. Collaborated with production, traffic, on-air personalities, programming and the promotions department on a regular basis to ensure that the commercials' creative matched the station's audience and client's target market.
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Awards
American Psychological Association: Decency & Fairness Core Value Award, iHeartMedia: Account Manager of the Month, Account Manager of the Quarter, Most Activity Award, Most New Business of the Quarter, Most Internet Sales in a Month
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Industries
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Skills
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Elsewhere on the Web
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On Coroflot@ashleytjohnson, member since 2016