TILLYS

Role: Head of Marketing reporting into the CEO

Objective: My team focuses on all consumer-facing touchpoints including customer acquisition, growth, and retention. We bring the Tillys brand to life across digital, paid, print, and experiential mediums — and we have an absolute blast doing it!

The fine print: I'm responsible for consumer-facing messaging and omni-channel marketing including creative, paid and organic social, influencer, affiliate, email, catalogue, loyalty, co-op, events, and the in-store customer experience. I lead the execution of integrated marketing strategies, that include consumer and cultural insights, for seasonal campaigns and tentpole events.

Results:

  • Positive YOY growth in demand and revenue across TILLYS.com

  • Sent over 5M pieces of direct mail (postcards and catalog) with strong ROI during 2022-2023

  • Created pipeline and process for A+ content strategy across owned and earned channels

  • Partnered with global brands like Converse, Levis, The North Face, and Reebok on multi-channel brand campaigns with positive incremental sales results.

tillys rewards relaunch

Spring 2023 Relaunched Tillys Rewards in stores and online with the following KPIs top of mind:

Increased Customer Engagement: The Tillys Rewards program encouraged repeat purchases and customer loyalty with special shopping perks, points, and promos (3Ps).

Data Collection: we captured helpful information on spending habits and preferences.

Targeted Promotions: We sent personalize promotions and offers based on member shopping habits. Emails and direct mail targeted our top converting customers.

Upselling & Cross-selling: Rewards incentivized spending on higher-value items and complementary products. The Tillys Rewards customers were also our most highly engaged cohort to shop sale, new arrivals, and special promos.

In-Person Events and Promos: Tillys Rewards were invited to shop special events and promotions like Converse Customization Events, Levi’s 501 Day, and Dickies Day — just to name a few.

multi-branded collabs

  • Levi's x tillys

  • Jansport x Tillys

  • Reebok x 47 Brand x Tillys

brand AWARENESS

TILLYS has incredible brand awareness in South California but low brand awareness on the East Coast. Tillys continually partners with social influencers, celebrities, and like minded brands to drive awareness, engagement, and foot traffic in stores and online with events and giveaways.

In-strore events are a huge part of Tillys heritage and brand DNA. Connecting with customers is top of mind. To increase brand awareness and drive store visits we worked with Danny Duncan to host a meet and greet in a geo where we needed more awareness and exposure. The event drove more than 500 people to the store and had incredible engagement across social on Danny’s and Tillys’ social channels.

photography & video content

I overhauled the creative and social teams at Tillys. Taking a content first approach we devised a plan to update all omni-channel creative including photography and video content across all channels, while also creating a unique POV for social and reimagining ad content.

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events

  • store openings

    To drive awareness and traffic Tillys held grand opening parties for each store opening. The party would inclde a DJ, prize, food, and activities.

  • chainwide events

    The marketing team worked with merchants to strategize a promotional cadence that drove traffic and incremental revenue during peak traffic weekends and holidays.

  • c0-branded events

    Tillys partnered with Levis to hold a chain-wide co-braned event in 250 stores around the country for a customize your 501 shorts party on 05/01.

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