Nike: New Market Innovation
Katherine joined Nike as General Manager of US Women’s Footwear to grow the company’s 12 sport and fitness categories. Focusing on large, women-focused categories with under-average market share like Walking, she helped create technically and visually innovative products, open new distribution channels and launch a women’s focused marketing campaign.
Louis Vuitton: Strategic Partnerships
As Vice President of Marketing for Louis Vuitton in Japan, Katherine was responsible for opening the brand’s fifth store in Nagoya. She conceived and arranged a strategic partnership between Louis Vuitton and Toyota’s luxury brand Lexus around the shared values of sustainability through innovation and craftsmanship, creating relevance, appeal and special edition products in the car maker’s home market.
Ikea: Culturally-Relevant Campaigns
As client director at the Swedish ad agency Forsman & Bodenfors, Philip managed IKEA advertising across all media. The work attracted attention throughout IKEA’s global network, and Philip was asked to translate the spirit of the IKEA brand throughout the EU and the US. Every year thereafter, Swedish-produced campaigns were adapted to the nuances of many countries.
Hanna Andersson: Foreign Market Development
Hanna Andersson, a family-owned mid-size company, received direct orders for its premium children’s clothing from Japanese housewives through word-of-mouth. To grow the business, Katherine developed strategic partnerships, designed insightful marketing, and opened an innovative service center in Tokyo. The highly profitable business grew ten-fold in 3 years, competing with other US companies ten times its size.
Nutcase Helmets: Global Sales & Marketing
For Nutcase Helmets, a mid-size Portland company selling fun and stylish sports helmets, Philip developed a multi-channel marketing strategy adapted to 30 countries. Marketing efforts integrated advertising, trade shows, social media, email, blogs, and PR to drive online and store traffic. New sales and merchandising tools helped distributors develop new sales channels and increase retailer engagement, all together resulting in 20-40% growth worldwide.
Park Hyatt: Mindfulness in Management
As head of the luxury hotel brand Park Hyatt, Katherine sought a competitive advantage by creating more intuitive customer service. Collaborating with the innovation team, psychologists, and experts across 7 countries, they harnessed the ideas of mindfulness to shift employee behavior from completing tasks to creating individualized connections with guests. Guests raved about the hotel service, while employees discovered increased energy, excitement and productivity.
Tommy Hilfiger: New Market Retail Launch
Tommy Hilfiger hired Katherine to help open their first flagship store in Asia, on the corner of Omotesando and Meiji-Jingumae in Tokyo. Katherine worked across product development, advertising, PR, social, events and customer loyalty teams in both Japan and headquarters to create limited edition products, brand awareness, media relations and partnerships, while restructuring the customer loyalty program for increased retention.