L E S A H A A S O r l an do , FL 3 28 19 6 1 4 . 57 8 . 39 07

l e sa ah aas @ gm ai l . co m

DIRECTOR OF MARKETING

Highly motivated and results-driven marketing professional with a 20-year progressive track

record of success in developing and executing traditional and online marketing strategies that

drive revenue and market share growth in highly competitive consumer market sectors.

Successful at introducing organizations to new marketing techniques, managing customer

lifecycles, driving organizational strategy, decision-making and marketing execution using

customer insights, demographics and data analysis. Managed and designed loyalty programs

(with and without credit card components.) Expertise includes:

Customer Lifecycle Marketing

Loyalty Marketing

Credit Card Marketing

Multi-channel Marketing: Direct,

Online, Email and Mass Promotions

Brand Development

Project Management

Customer Analytics, Contact

Strategy and Segmentation

BS Marketing

PROFESSIONAL EXPERIENCE

EVERYTHING BUT WATER, Orlando, FL 2012 – Present

Director of Marketing New senior role added to direct all aspects of marketing activities for the brand from in-store

events and promotions to national campaigns to increase brand awareness and drive customer

acquisition, retention and loyalty. Introduced marketing and customer analytics to the brand.

Worked closely with VP of Creative Marketing leveraging analytics to influence email

content, resulting in a 42% increase in annual email sales.

Led the search and integration of new email service provider, improving in box placement,

and annual email sales by 12%, while reducing email services costs by over 50%.

Developed marketing assistants and interns, significantly increasing the productivity of the

marketing team.

Provided President and VP of Merchandising marketing presentations for major vendor

partners contributing to increased vendor funding of marketing activities.

Grew Facebook Fans from 7,200 to over 70,000 increasing engagement with the brand.

Managed all marketing initiatives supporting the acquisition and integration of three

swimwear companies, 25 new store openings and 18 remodeled store openings doubling the

size of the business in 3 years.

LESA HAAS CONSULTING, Fort Myers, FL 2011

Contractor Provided strategic business management consulting for Customer Communications Group, Inc.

focused on CRM and Loyalty Marketing in the retail sector.

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LANDS’ END INC., Dodgeville, WI 2009 – 2010

Director of Retail Marketing New role created to support Brand Initiative to maximize Lands’ End as a specialty retailer. Expanded

brand reach and drove traffic to the nearly 300 Lands’ End Shops at Sears through greater emphasis on

the retail channel. Directed all marketing plans and programs utilizing direct mail, catalog, online,

events, print and electronic media. Introduced a new customer segment to Lands’ End that speaks to a

more modern lifestyle through the launch of Canvas. Utilized customer research and analysis to

capitalize retail marketing opportunities that were aligned with overall Brand strategies.

Drove over $10M in incremental sales in 2010 for the Lands’ End retail shops by leveraging

existing catalog communications as well as through creation of new vehicles to drive traffic.

Successfully launched Lands’ End Canvas, opening 25 new Canvas Shops in ten months.

Assumed additional responsibility for Lands’ End participation in the Sears Holding Corporation’s

Shop Your Way Rewards Loyalty program, which launched in July 2010.

CHICO’S FAS INC., Ft. Myers, FL 2006 – 2009

Director of Campaigns and Analysis Directed all direct marketing efforts for Soma Intimates (direct mail, catalogue, email, loyalty, analytics

and reporting.) Improved response and ROI through testing various formats, offers and segmentation

strategies. Provided new level of customer reporting, analysis and insights to the brand.

Doubled incremental sales and profits through optimization of targeted offers and

promotions, aiding in double digit comparative sales in 2008.

Created an interim customer loyalty program to engage customers in the absence of system

support for ideal program, which increased purchase frequency.

Grew the active customer portfolio by 30% and their annual spend by 15%.

VICTORIA'S SECRET, Columbus, OH 1999 – 2006

Director of Customer Marketing (2002 – 2006)

Developed and delivered strategies which increased store traffic by generating greater loyalty among

existing customers and attracting new clients to the Brand. Managed an annual budget of over $70M.

Initiated and led mega brand corporate programs with sister Beauty and Direct divisions.

Grew CRM sales and profits at a compounded rate of 40% per year driving 40% of the total

VSS Brand growth in 2002 and 30% in 2003.

Tripled the portfolio of active customers through increased retention and acquisition rates in

six years, which also increased visibility of store sales from 43% to 65% of total sales.

Developed and executed on average twenty tests each year with a roll-out success rate of 70%.

Guest speaker at CRMC conference in 2004 on topic of “Multi-channel Optimization.”

Credit Marketing Manager (1999 – 2001)

Originated and managed all credit marketing, including the loyalty program and direct mail

programs from planning to execution. Supervised Alliance Data Systems, the credit and

database service provider.

Generated marketing programs that led to a 21% increase in credit card activations and a

10% increase in annual tender share over the prior year.

Pioneered an acquisition program that increased sales of the first year card usage by 25%.

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Expanded trial rate of key merchandising priorities by 300 – 400% through successful direct

mail targeting and segmentation.

Chosen to facilitate the VSS executive team’s monthly Operational meeting in 2001, which

allowed visibility to senior executives.

NEIMAN MARCUS, Dallas, TX 1994 – 1999

Manager of Customer Programs (1994 – 1999)

Increased customer retention and loyalty through development and execution of customer

programs. Headed both customer loyalty programs, InCircle and NM Gold, which included

over-site of day-to-day operations of customer program support team, as well as outside

consultants, database suppliers and fulfillment houses. Conceived and led strategies that grew

the membership bases and increased customer participation, utilizing direct mail, store

promotions and customer rewards.

Devised a fulfillment system that improved accuracy, controls and reporting of customer

redemptions, and reduced expenses.

Established a birthday program that was recognized as “best in class” in the industry for its

customer participation.

Introduced retail industry’s first gift card program, exceeding gift certificate sales by over 100%.

OTHER WORK EXPERIENCE

Neiman Marcus, Dallas, TX

Other positions included Circulation Manager, Assistant Circulation Manager, Circulation

Coordinator, Assistant Buyer and Department coordinator

EDUCATION

Bachelor of Science, Marketing, Miami University, Oxford, OH