CHRISTY EHLERSMarketing Strategy Leader

ehlerscea@verizon.net

972.816.4411

PROFILEResults driven marketing professional who thrives in a team environment where positive customer engagement is the focus to drive sales and contribute to the company's bottom line. Analytical thinker who believes in developing and executing marketing and business strategies derived from consumer insights, marketing research, analytics and data driven accomplishments. QUALIFICATONS Marketing Strategy - Applied highly effective analytical thinking to develop and implement strategies

to improve market share, increase sales and build brand awareness. Strong Leader and Mentor - Developed highly effective communication, organizational, training and

leadership skills. Grew teams fostering communication and collaboration. Branding/Promotions - Worked with account, analytic and omni-channel team partners on a daily

basis; led a cross-functional team in developing a unified brand strategy for Sally Beauty’s largest, most profitable private-label brand; developed promotions involving multiple brands.

Omni Channel Communications - Developed and implemented multi-channel communication plans including email, social, mobile, direct mail, digital and interactive programs and campaigns including A/B testing.

CRM/Loyalty Strategy - Developed and employed CRM strategies at Sally Beauty that helped create, launch and build their national Beauty Club and ProCard loyalty/reward programs; implemented customer acquisition, engagement, retention contact strategies. Directed all lifecycle communications. Increased sales of the retail loyalty program every year and notably 17.5%, over $50,000,000, FY2009 over FY2008 and increased membership 31%.

PROFESSIONAL EXPERIENCEBRIERLEY+PARTNERS Plano, TX March 2013 – January 2015Director, Communications Strategy Developed customer related communication strategies and plans which captured increased share of wallet among existing customers as well as acquired new customers and built customer loyalty. Responsible for providing consultative input into the creation, management and ongoing improvement

to the omni-channel communications plan to drive traffic and sales in support of the brand's overall marketing strategy. Worked with internal and external partners to monitor, measure, and track campaigns and plan performance to continually improve communications and ensure alignment with the marketing program’s roadmap and overall business objectives.

Developed direct contact strategies and implementation plans, mailed over 4mm pieces monthly. Lead internal agency and client team members to ensure integration with other key marketing vehicles

and campaigns to help identify conflicts in timing, priorities, messaging or targeting of the communications plan.

Participated in cross-functional meetings to provide consultation in areas such as timing, targeting, segmentation, messaging and other strategic input into the planning and execution process.

Lead and coordinated campaign analysis, distributed and discussed results with internal agency and client team members.

IVIE & ASSOCIATES, INC. Flower Mound, TX November 2010 – March 2013Director of Digital Services/CRM Responsible for leading/guiding a variety of retail and grocery clients in developing customer-centric business strategies and programs, including brand building, customer relationship management, and one-to-one interactive marketing. Helped lead Ivie in crafting CRM strategies, integrating the resources and capabilities of many internal functions into cohesive marketing strategies: Created and presented annual marketing plans to senior leaders Evaluated initiatives including exploratory meetings, writing and presenting proposals. Maintained a

broad view of clients’ marketing activities in order to identify opportunities to supplement and synchronize media tools.

Developed omni-channel communication plans including social, mobile, web, PPC, as well as interactive programs and campaigns.

Contributed strategy for CRM programs which included market research, competitive analysis, change management process/tactics; contact strategies including acquisition, engagement and retention.

Directed a team of 14, 9 direct reports, facilitating cross functional collaboration and unity.

Christy Ehlers - Page 2

SALLY BEAUTY SUPPLY, LLC Denton, TX July 2000 – October 2010 Sally Beauty - Senior Director of Marketing Database Management -- June 2006 - September 2010 (In addition to director of marketing communications duties listed below.)Responsible for the retail and professional customer loyalty programs; marketing research for both the retail and professional customer segments; quarterly trackers implemented in FY2009 and forward. Adhoc research executed for special projects. Worked with merchandising team and vendor partners as it relates to product launches and/or

discontinuations. Led a cross-functional team in developing a unified brand strategy for Sally Beauty’s largest, most

profitable private-label brand in FY2010. Responsible for a budget of over $25,000,000. Developed and executed the strategic plan to re-engineer and expand both the retail and professional

loyalty programs. Integrated the direct mail and email programs enabling multi-touch point, consistent communication -

mailed 5-15mm pieces monthly. Increased sales of the retail loyalty program 17.5%, over $50,000,000, increased membership 31%. Developed the US new store opening program in FY2007 and the Canadian new store opening program

in FY2010. Was a contributing member of the sallybeauty.com eCommerce launch team. Directed a team of 16, 4 direct reports.Sally Beauty - Director of Marketing Communications -- June 2003-May 2006 (In addition to the director of advertising/CRM duties listed below.)Professional Education -- Oversaw Sally Beauty’s participation in three annual national professional customer tradeshows and six regional beauty shows which had a combined sales increase of 67% in the first year followed by increases of 18%, 25% and 55% respectively. Worked with the vendors/manufacturers to provide educational materials for the professional customer base thus elevating the Sally brand. Directed a team of 10, 3 direct reports.Sally Beauty - Director of Advertising/CRM -- July 2000-May 2003Branding and Advertising Partnerships -- Responsible for branding. Negotiated agreements with national couponing companies and national magazines. Directed photo shoots as well as the design of creative for national advertising. Worked closely with merchandising counterparts on monthly promotions and product launches as well

as in-store signage. Worked with movie studios and product vendors to trade space/products to gain exposure and impact

branding initiatives. Managed relationships with external agencies for specialty and niche marketing.Creative Services -- Responsibilities included directing all activity of the in-house advertising agency, inclusive of all customer touch points. Twenty-five monthly pieces are produced as well as all other projects requested by other departments. 300 routine monthly projects plus 368 non-routine projects were completed in 2004, 722 in 2005, 739 in 2006 and 774 in 2007, 836 in 2008. Seven direct reports.

CRM/Loyalty Programs -- Directed all aspects of both retail consumer and business customer loyalty programs. Launched the retail loyalty program nationally after completing extensive research, testing and analysis in 2003. Grew the consumer loyalty program to over 3,000,000 members in its first year of national activity. Developed a contact strategy to ensure the retention of members. Developed internal marketing and training programs to assist in launching new markets. Transitioned multiple customer email campaigns to an automated trigger based system allowing for

more efficiency and timely, consistent customer communication. Played an integral part in the development of Sally Beauty’s Transaction Analysis for Marketing

software which analyzes transactions down to SKU level.

Directed a multi-component national teen campaign with ads in Seventeen magazine and on MTV with a response mechanism on the Sally website which enabled Sally to build their teen database.

Eliminated the company’s paper gift certificates and developed their gift card program, grew the program from $178,000 annually to over $12,750,000 annually.

GALLLUP STRENGTHFINDER 2.0 FINDINGS: Strategic, Arranger, Relater, Individualization, Achiever

EDUCATIONBachelor of Science in General and Retail Marketing - Missouri State University, Springfield, MO