Kristine Carey
Marketing Communication – Strategic Creativity
Team Leadership
- Career Details
Brand GuideConsultant – Colorado 2014 - PresentCollaborating with brands and organizations to investigate, identify, develop and execute approachable and engaging marketing and communication plans.
I am a marketing and communications freelance consultant with 20+ years of marketing and communications experience guiding brands. I have worked internally and as a freelance consultant with natural companies such as Frontier Natural Brands, MyChelle Dermaceuticals, Healthy Skoop and Wedderspoon Organic plus outdoor brands such as Mountainsmith, Sierra Designs and Ultimate Directions.
My experience has allowed me to develop plans and execute in the areas of brand messaging, packaging, digital space of ecommerce and social media plus areas of events, trade shows, marketing materials and PR.
I welcome the opportunity to work with you on your business path. Using my Brand Guide: Discovery and Execution Process, we can build an engaging brand story and 360° Communication Program.
Chief Marketing SkooperHealthy Skoop - Boulder, Colorado October 2014 - February 2017In less than 2 years I was instrumental in the Healthy Skoop transition from a direct to consumer MLM business model to entering a very crowded powdered nutrition category in conventional and natural grocery markets. Skoop quickly gained local market share and consumer acceptance for a national roll out in 2017 with Kroger
- 2015 to 2016 sales increase of 31% with limited budget and resources – primary sales gains in the Colorado market with expansion nationally in 2017
- Developed a brand personality platform built around “sparking a healthier and happier day sunup to sundown”
- Established a 360º integrated approach for “A Skoop of Love” market launch which resulted in local Colorado success leading to national rollout with #1 and #5 product skus in the greens category and #3, #6 and #8 skus in the protein category of King Soopers in only one year on the shelf
- Developed new packaging for transition from direct to consumer model to a retail focused approachable design
- Managed transition of complicated custom website for MLM to simplified Shopify platform
- Key advocate and director of the Project Produce fruit and veggie grant program
- Launched SkoopTV with an approachable programing designed to build tribe engagement
- Implemented a product innovation game plan to launch Healthy Skoop outside of powders
Board of Director - MemberLillabee Baking – Boulder, Colorado 2012 – PresentConsult with management regarding strategic and operational direction of the company.
- Evaluate and provide advice for business model.
- Consult on brand, marketing, social media and public relations.
Vice President Marketing and EcommerceMyChelle Dermaceuticals – Louisville, Colorado 2008 – 2014Strategic business unit development and establishment of pioneering, innovative and category changing VISIA Complexion Analysis Program.
- Sales increases for 43 stores that are part of this program boast triple digit growth YOY – in a category with small growth of 8% – 9%
- Successfully drove the creative development of girlfriend inspired campaign “Hello Beautiful” with full integration into all tactics across the brand from retailer programs, direct to consumer, social, video, etc.
- Sales management of the ecommerce channel: DTC and E-tailers, delivering ROI for $3M+ sales in 2014
- Implementation of acceleration strategy for the social media platform. 64% increase in consumer engagement
- Focused public relations plan with increases in impressions up 50% from 2011 to 2013
- Developed a robust Corporate Social Responsibility platform: MyGiving, MyCaring and MyPlanet
- Responsible Packaging Award Winner for the design of the MyChelle Dermaceuticals packaging – creative and material update to the box and container. 100% PCW paperboard and elimination of all #7 plastics
Marketing DirectorSierra Designs and Ultimate Direction – Boulder, Colorado 2003 – 2008Led a successful enhancement of the Sierra Designs brand strategy to overtly communicate “Our Path of Adventure”
- Direct to consumer successes with 35% increase in YOY monthly web traffic visits and E-newsletter engagement with 28% open rate and 24% click through
- Activated a fresh Sierra Designs creative platform that included an inspired advertising campaign, enhanced sales materials, new web site, adventure story contest, retailer partnerships and packaging
- Implemented a GWP program for SD sleeping bags. A partnership with trails.com that had a 9% subscriber rate
Creative Services DirectorFrontier Natural Brands – Boulder, Colorado 2001 – 2002Developed a two-person graphic department into a six-person in-house creative agency, handling branding for five brands and two corporate entities.
- Instrumental in the re-launch of Aura Cacia personal care line with redesigned packaging and branding resulting in 25% increase in sales
- Directed the creative strategy for introduction of Aura Cacia Organics
- Actively evaluated primary and secondary market research along with competitive analysis and in-store investigation to determine direction for new product introductions and brand strategy
Marketing ManagerMountainsmith – Golden, Colorado 1997 – 2001Successful in shaping and implementing award winning marketing strategies that produced the correct balance of tools and techniques to reach the target audience and communicate brand direction.
- The Mountainsmith marketing campaign was acknowledged for its outstanding creative strategy by the national publication US Ad Review, the Denver Advertising Federation, Colorado Art Directors Associational and was also a 2000-01 Citation of Excellence winner in the American Advertising Federation 12th district Addy Awards
- Improving media relations awareness by 255% and a 300% increase in consumer inquiries through 800 number call-ins and 100% increase in web site hits
Account ExecutiveGD&A Advertising – Boulder, Colorado 1996 – 1997• Guided strategy development and implementation of marketing tactics for clients.
• Prepared planning strategy proposals to meet potential client’s business objectives resulting in increased new business.
• Established set procedures for project implementation and completion thus improving internal organization and speed to tactics management.Account ExecutiveReece and Company – Denver, Colorado 1994 – 1996Handled coordination of projects for numerous clients to include: strategy implementation, client relations, research, and editing.
• Managed and directed project teams for accounts ranging in billings of up to $2.5 million.
• Coordinated primary and secondary research for new business proposals, increasing the agency knowledge of company, competitive and market information.Professional Affiliations- Lillabee Baking – Current Board of Director
- Naturally Boulder – Member since 2009
- Healthier Future, Give Back Program – Committee Member
- Colorado Youth Corp Association – Board Member 2001 – 2003
- Outdoor Industry Association Eco Working Group – Member 2006 – 2008
- Sample Work - Branding, Consumer Research, Social Media, Strategic Process, Business Purpose, CSR Platform
4 Steps of a Successful Digital StrategyDiscovery ~ Engagement
Trial ~ Conversion
Building a holistic digital experience for your customers helps to streamline proactive efforts to gaining awareness and converting fans to buyers.
Successful Social Media Strategy with Triple E - Execute Engage and excite
Social media engagement is crucial as a connection to fans. Brands recognize that an authentic and personalized relationship brings trust and support. It is a brands goal to bring together the right elements and grow this interaction through a network of information. opinions and conversations that build an adventurous path and guides consumers to a buying decision.
Healthy SkoopBrand Messaging PyramidDeveloping a Brand Messaging pyramid is key to the bigger picture of who the brand it. At Healthy Skoop the pyramid was built on five platforms: mission, personality, values, pillars and foundation. As the guiding principles for the business the internal team and external partners can understand and visualize the overarching building blocks of Healthy Skoop. Key business decisions are guided by this representation.
Healthy Skoop ManifestoSPARKING A HEALTHIER, HAPPIER DAY SUNUP TO SUNDOWN
We are in business to SPARK a change for the better. If it’s healthier, happier & hopeful, we’re behind it. We live by KAIZEN––an approach of continual improvement to always make things even better. We encourage it in our employees. We develop it in our products. We support it in our customers and partners.
Every moment and every choice is an opportunity to spark POSITIVITY in your life––like a few Skoops of protein, fruits and vegetables––to brighten your day or soothe your night.
Because a spark ignites, kindles and excites, it shapes our ideas and breakthroughs, it drives our decisions, it fuels our greatest successes.
Whenever you experience a spark––no matter how slight––it brings with it HOPE. And once you have a taste of it, you’ll never want to lose it, so we’re with you from sunup to sundown.
Healthy Skoop – SPARKING a healthier, happier day sunup to sundown.
Influencer ProgrammingHarness the influence of key individuals (trendsetters, opinion leaders and athletes) in key markets via social media, events and interaction in the community. Build a mutually beneficial relationship. Influencers are a trusted source of communication to share information and engage with your brand.
MyChelle Dermaceuticals Brand PositioningHello, beautiful
Hi there. MyChelle here. We think it’s high time that skin care products quit it with the harsh chemicals and start fresh with naturally powerful ingredients. Now, you may be thinking, skin care products that are effective and natural? Really? To which we’re tickled pink to answer, yes and yes.Our highly effective dermaceuticals are seeded in science and rooted in nature ™ to create potent formulas that help you bring out your own inherent beauty. So now you really can have it all. At MyChelle, we know beauty is so much more than skin-deep. It’s self-deep. We give you what you need to always look forward to looking beautiful—today and every single tomorrow.
Consumer InsightsConsumer research is a valuable tool to gather data points that help you connect your brand to the consumer. At MyChelle we used this beauty homework document to gather more data directly from our target market. It was a creative way to allow women to really think about their answers to our questions prior to our focus group gathering.Target Insight
Women are powerful, sassy, intelligent and real. They look for products that are smart and functional, but also sexy, feminine and fun. With all that they have to accomplish in the world, they want to be free to be who they are and let their unique personality shine.
Social Media EngagementSocial Media Objectives
• Build community of targeted Facebook fans for MyChelle via engaging promotions that invite users to regularly connect and engage with the brand
• Increase the number of opted-in subscribers for the MyChelle newsletter for future remarketing.
• Support sales goals with tactics designed to encourage online purchases
Strategic Process and Development PlanI have developed my personal 13 step strategic development process. This overview helps look at the big picture and incorporate key details to building a smart, efficient and successful plan.
MyChelle PurposeI was instrumental in developing an overall PURPOSE to gain commitment and energy for a successful business plan. Vision, mission, obsession, core values and key strategies.
MyDifference - CSR PlatformDeveloping a meaningful and impactful Corporate Social Responsibility program is crucial to making a difference in the community. I developed the MyDifference program at MyChelle with three key components: MyGiving – community giving, MyCaring – nurturing internal MyChellians and MyPlanet – eco and sustainable practices for the business.
VISIA Complexion Analysis ProgramI was instrumental in building out 45+ national and international retail stores with the VISIA equipment and Natural Beauty Advisors. Our team provided installation, training, staffing, sales support and event execution. Every aspect of the program was built from the ground up as this type of service had never been offered in a grocery setting. Year over year success was phenomenal – many stores seeing triple digit increases.• A partnership between MyChelle Dermaceuticals and Whole Foods Market
• Mission: Provide evidence based results that natural skin care is effective
• Goal: Drive incremental sales and profits through category expansion
• Objective: Implement customized and personalized level of consumer service, education and theater
10 Points of Light for Building Strong Team RelationshipsSuccess means something different to everyone but there are key traits that can help you become more successful in your professional career. I have written this article based on what I have learned in my 20+ years in business and 4 years of military enlistment is that success comes from building value in relationships with your team members.I have broken the article into two parts. Part 1: 10 traits that relate to; team effort and building relationships. Part 2: 10 traits that relate to organization and preparation for highly effective outcomes.
10 Points of Light for Organization, Preparation and EffectivenessWelcome to part two of my 20 Points of Light for Success. In this segment I have focused on what I have learned about combining organization and preparation skills to create highly effective outcomes. These points are all about keeping yourself as effective as possible. I hope these points of light help you stay “buttoned up”. - Let's ConnectI love to brainstorm, share stories and hear what you have going on.
dirlacarey@gmail.com 
303.681.7559
