Open to opportunities

Michele Williams

@michelewilliams

Senior Manager, Shopper Marketing at Crayola, LLC, who built a seasonal activation playbook adopted across U.S. and Canadian marketing teams.

United States

Message

At CRAYOLA, LLC, I lead shopper marketing and omnichannel activation for Walmart, Target, and other strategic retailers. I manage a multimillion-dollar budget and developed an ROI evaluation tool to guide investment decisions.

I built a company-wide seasonal activation playbook spanning social media, content, shopper marketing, public relations, retail media, and education. I also integrated an influencer campaign with a Walmart Cash offer that reached near-full promotional redemption in two weeks—about twice the pace projected by the Walmart Cash team.

Previously, at CLEMENS FOOD GROUP, I led integrated retail and brand marketing for Hatfield, and at JUST BORN I led retail and e-commerce strategy for Peeps & Company. My work has included launching Hatfield's first television campaign in a decade and growing JUST BORN's licensed-product business more than 40% year over year.

Experience

Work history, roles, and key accomplishments

Current

Senior Manager, Shopper Marketing

Current

Crayola, LLC

Jan 2025 - Present (1 year 10 months)

Lead shopper marketing and omnichannel activation strategy for Walmart, Target, and other strategic retailers, overseeing about 24 annual campaigns. Manage a multimillion-dollar budget and direct external agencies.

Shopper Marketing Omnichannel Activation Retail Media Budget Management Agency Management ROI Analysis Cross functional Leadership Executive Communication

Marketing Activation Manager

Crayola, LLC

Apr 2024 - Jan 2025 (9 months)

Planned and launched integrated activation campaigns for priority products and national brand initiatives across retailer and consumer touchpoints. Created a company-wide Marketing Activation Playbook and presented national activation plans to retailer leadership.

Marketing Activations Campaign Management Retailer Presentations Sales Enablement Demand Generation Retail Media

Senior Marketing Project Manager

R/A Marketing

Oct 2022 - Apr 2024 (1 year 6 months)

Managed eight high-end home-remodeling clients in an agency environment, leading integrated marketing strategies across digital, social media, email, direct mail, SEO, and content. Increased client lead volume by 20%, improved email open rates by approximately 35%, and grew website traffic 40%.

Integrated Marketing Digital Marketing Social Media Email Marketing SEO Content Marketing Budget Management Client Management Analytics

Senior Retail Marketing Manager

Clemens Food Group

Jan 2017 - Dec 2021 (4 years 11 months)

Led integrated retail and brand marketing strategy for the Hatfield brand, supporting its No. 1 market position in the Northeast. Managed a multimillion-dollar annual marketing budget and directed brand, retail, promotional, digital, public relations, and customer-facing initiatives.

Retail Marketing Brand Strategy Budget Management Agency Management Executive Communication Product Launch Television Advertising Content Development

Senior Manager, Retail Group Buying and E-Commerce

Just Born

Jan 2014 - Dec 2017 (3 years 11 months)

Led retail and e-commerce strategy for Peeps & Company, growing the licensed-product business more than 40% year over year. Directed creative direction, product development, buying, marketing, merchandising, and customer experience across physical stores and e-commerce.

Retail Strategy Ecommerce Product Development Merchandising Customer Experience Licensed Products Cost Reduction