1. Professional Profile
1786 Brome Drive, Steamboat Springs, CO 80487
303.579.4253
denise75@gmail.com
denise
anderson
Dynamic, dedicated and self-motivated marketing professional with distinguished experience in both corporate
and entrepreneurial environments. Highly creative and detailed oriented, with strong team leadership and
interpersonal skills. An integral and proactive strategist, capable of handling multiple concurrent projects;
consistently achieving critical deadlines and maintaining the highest integrity and quality standards.
Professional Experience
NA Wholesale Digital Marketing Manager Dec. 2014- present
Smartwool / VF Corp Steamboat Springs, CO
Responsible for the strategic planning and execution of all digital activation within the Wholesale channel for North
America. Collaborate with internal and external customer teams to identify specific digital marketing initiatives to
support and grow wholesale business for both Key Accounts and Independent Specialty Retailers. Manage tactics,
asset creation and delivery for all channel specific, brand and GTM digital campaigns while ensuring quality and
consistency. Gather, analyze and present data on KPIs after each campaign to inform future strategies. Key
accomplishments include:
• Presented business case, sold-in to leadership team and implemented the PromoBoxx digital marketing
platform; providing 250+ retail partners with regular, customized campaigns to tell the Smartwool brand story
across key online marketing channels and drive awareness at a local level. Invited to serve on the PromoBoxx
Advisory Board and present at the Aligned Conference in 2016.
• Conceptualized and launched the Smartwool Insider app, a content rich, interactive SAAS application
designed to engage, educated and provide an ongoing direct line of communication to store associates.
• Customer facing role, responsible for planning, managing and executing seasonal digital marketing plans/MDF
for key accounts including REI, Backcountry.com, Zappos, Dillard’s and Dick’s Sporting Goods; that produce
positive ROI’s and achieve the goals of driving reach, awareness and conversion.
• A key member of the GTM team each season, helping to identify strategies and tactics that ladder into the
companies long range plans; and successful follow-through with in-season execution.
Sr. Digital Marketing Strategist July 2014-Dec. 2014
Pure Strategic Boulder, CO
Managed an internal team of marketers and graphic designers charged with identifying client goals, crafting
comprehensive digital ecosystem strategies, deploying budgets and executing integrated marketing plans for
multiple clients across the CPG industry including Daiya Foods, Ancient Harvest and MyChelle Dermaceuticals.
Responsible for pitching campaign concepts to clients, getting stakeholder buy-in and reporting back on
performance KPI’s on a monthly and quarterly basis. Key accomplishments include:
• Achieved client goal of increasing email subscriptions by over 50% through a social media recipe submission
contest and digital cookbook download. The recipe content also produced a large increase in repeat visitors
and improved SEO.
• Achieved client goal of growing social followers and engagement through a consumer generated photo
campaign and sweeps. Content was used throughout online and offline marketing mediums including direct
mail catalogs.
• Achieved numerous clients’ goals of increasing eCommerce AOV and conversion rates through site redesigns,
effective merchandising strategies, interactive and consumer generated content inclusion and automated
email marketing campaigns.

2. denise75@gmail.com | 303.579.4253 | denise anderson
Marketing Director August 2011 – July 2014
Marketing Manager May 2010 – Aug. 2011
GoLite, LLC Boulder, CO
Responsible for creating marketing plans and budgets that are in alignment with the company’s brand strategy
and sales channels. Work cross-functionally with Sales, Product Development, IT, Operations and Retail teams on a
daily basis to achieve business objectives. Lead the strategic development and execution of all seasonal marketing
assets for the US market including consumer catalogs, e-commerce website, studio and lifestyle photography,
packaging/hang tags, print and web advertising, trade show booth design, graphics, visual merchandising and PR.
Manage multiple agencies and freelancers on projects ranging from strategic brand positioning and campaign
development to retail packaging and in-store brand communications. Key accomplishments include:
• Manage the day-to-day operations of the marketing department including 2 direct reports, multiple agencies,
and annual budget; supporting 18 D2C retail locations and e-commerce.
• Increased web sales year over year through a mix of e-mail marketing campaigns, affiliate marketing, SEO & SEM.
• Produce and traffic extensive print and digital ad campaigns, distributing 30 pieces on average per month.
• Implemented targeted, direct-to-consumer e-mail marketing and direct mail programs.
• Increased engagement within social media channels through a mix of branded and 3rd party content,
sponsored posts and consumer contests.
• Conception and design of branded vertical retail store environments; including sourcing fixtures, signage and
visual merchandising.
• Marketing lead for the opening of 18 D2C branded retail stores and 15+ Pop-Up events.
• Balance sustainability efforts with dealer and consumer expectations, abiding by Outdoor Industry Association
guidelines and considering impact throughout processes.
Marketing Director Jan. 2007 – May 2010
Marketing Manager May 2002 – Jan. 2007
Peak Pilates/Mad Dogg Athletics Boulder, CO
Duties included the development and implementation of strategic marketing plans and budgets for the third
largest Pilates equipment manufacturer and education provider worldwide. Was responsible for the creation,
execution and consistent brand messaging of print collateral, advertising, promotions, e-mail blasts, PR and Web
site. Successfully managed the day-to-day operations of the Marketing Department, as well as external agencies
and vendors including creative, PR, web development and printers. Developed sales presentations and coordination
of all trade shows, events, photo and video shoots. Key accomplishments include:
• Managed all internal and external creative marketing projects, producing multiple deliverables per week.
• Coordinated 15+ trade shows and events per year, resulting in over $500,000+ in annual revenue.
• Facilitated ongoing e-mail marketing campaigns, generating on average $40 in sales for every $1 spent.
• Initiated direct mail marketing, generating an average of $60 dollars in sales for every $1 spent.
• Produced all instructional and workout DVD’s from concept to launch, ranging from 20-180 minutes.
• Managed the creation of 100+ page instructor manuals including the content, photography, design,
production, printing and distribution.
• Planning and execution of multiple photo shoots per year; maintenance of extensive image library usage rights.
• Responsible for all e-commerce and web related activities, including design, content, promotions, and commu-
nity features including audio and video podcasts, blogs and forums.
Product Manager, Personalization & Notification Dec. 2000 – Nov. 2001
Excite@Home Redwood City, CA
Recruited by Excite@Home, a leading provider of broadband internet access and content, to manage product
strategy & business planning for the Personalized Web Application and Alerts Software. Responsible for product
definition, specifications, scheduling and managing cross-functional development teams. Worked closely with
internal business units to add personalization and notification technologies to their respective products.
Key accomplishments include:
• Assisted with incorporation of personalization data into ad serving technology – increasing effectiveness of
banner advertising campaigns by 50%.
• Successful integration of personalization technology into more than ten product offerings.
• Launched the alerts software application on wireless devices.

3. denise75@gmail.com | 303.579.4253 | denise anderson
Marketing Manager/Product Manager May 1999 – Dec. 2000
AltaVista Company Palo Alto, CA
Managed the content, creative and functionality of 400+ Web pages for leading pioneer in Internet search
technology. Led cross functional team comprised of marketing research, design, information architecture,
usability, engineering, QA and operations on product design and implementation. Recommended and imple-
mented product changes, enhancements, and strategies based on usage patterns, customer feedback and
market analysis. Key accomplishments included:
• Increased AltaVista home page daily page views from 7 to 12 million.
• Managed site maintenance and content programming for over 40 million page views daily.
• Management of external creative agencies and cross-functional development team.
Print Buyer/Coop Advertising July 1998 – April 1999
Franklin Templeton Group Foster City, CA
Recruited to join the company’s Management Training Program in the Marketing & Print Purchasing Department.
• Managed requisition of printing services for mutual fund literature.
• Produced advertising and purchased media for over 100 top producing brokers.
Marketing & Sales Assistant Dec. 1997 – May 1998
KUSA 9 News Denver, CO
• Responsible for Nielsen tracking and reporting.
• Created sales presentations and collateral for account executives.
Other Experience
MarketingConsultant/Volunteer Aug. 2008-May 2010
Academy of Chinese Martial & Cultural Arts
Perform various marketing duties for a local non-profit, 501 C3 organization dedicated to the integration,
instruction and promotion of authentic Chinese martial and cultural arts. Key contributions include:
• Established brand identity and subsequent rollout across all mediums.
• Designed and co-developed two websites.
• Draft, design and send quarterly newsletters.
• Plan and promote cultural events that are free and open to the public.
Peak PilateSystem® Level-I Certification 2006 & 2010
Completed 158 hour Pilates instructor certification program
Education
University of Colorado at Boulder Aug.1994 – May 1998
BS in Business Administration Boulder, CO
• Emphasis in Marketing
Technical Skills
Microsoft Office • Adobe CS (Illustrator, Photoshop & InDesign) • HTML email software
Personal Activities
Mountain Biking • Road Cycling • Running • Skiing