Ecommerce Marketing Manager and Social Media Guru
Vancouver, Canada Area
- Current
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- Online Community Manager at lululemon athletica
- Past
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- Social Media Guru at lululemon athletica
- Strategic Sales Account Manager at lululemon athletica
- Product Marketing Assistant at Electronic Arts
- Handheld Localization at Electronic Arts
- Education
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- University of Toronto
- Queen's University
- Connections
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152
connections
- Industry
- Marketing and Advertising
- Websites
Carolyn Coles’s Summary
Carolyn Coles’s Specialties:
• Strong understanding of technology, web marketing, positioning, microblogs, social networking, womma, wikis, social bookmarking, social news sites, opinion sites, photo sharing, video sharing, livecasting, podcasting.
• Deep understanding of social media in relation to the broader media mix; understanding of the interplay between online / social media and traditional media.
• Passionate consumer of social media—deep understanding consumer usage, community participation patterns.
Carolyn Coles’s Experience
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Online Community Manager
lululemon athletica
(Marketing and Advertising industry)
August 2009 — Present (5 months)
The Online Community Manager develops our interactive marketing and PR programs and drives the execution of our strategic Ecommerce business objectives. I wear many hats, providing guidance and direction in multiple function areas.
This role is also responsible for creating principles and processes that ensure brand integrity, consistency, clarity and growth. I have an intellectual curiosity about emerging technology, stay abreast of media trends, and drive online outreach across various community-driven web portals. A desire to pursue innovation and community is essential, as is the ability to see the big picture while working with the itty bitty details.
* Manage a team responsible for online content development, user experience, photography, social media, email marketing, project implementation and sales analysis.
* Serve as a cross functional liaison; working closely with Community Relations, Public Relations, the Guest Education Center, and our Ecommerce team to drive the department's strategic priorities and ensure that online, in-store and out-of-store experience is aligned, consistent and emotionally relevant for the customer.
* Plan, concept, design and deliver clear, consistent and compelling stories and communication about our products and our brand in order to increase sales, improve guest experience, and generate community involvement.
* Develop, measure and optimize our online marketing, PR, and social media campaigns to increase interaction and conversion rates.
* Lead project cycles from conception to implementation or launch including the creation of requirement documents which meet business needs. -
Social Media Guru
lululemon athletica
(Public Company; Retail industry)
August 2008 — August 2009 (1 year 1 month)
• Developed lululemon's social media strategy and messaging from the ground up. Implemented these strategies and measured results of each program.
• Prebranded the web prior to the launch of Ecommerce and focused on building an online community that is engaged, educated, and inspired. We focused on putting guest experience and guest education first.
• Built a strong online presence for the brand on Facebook, Twitter, Yelp, Yahoo Answers, Flickr, Foursquare, Vimeo and various other social media channels.
• Grew the Online Community from one member, to a team of 20 Blog Artists, 10 Blog Contributors, 7 GEC Online Community Educators, 5 SSC based Online Community team members, and an Online Community Guru in almost every single lululemon store.
• Built meaningful relationships with key online influencers (bloggers, online media) in order to extend the reach of our conversations.
• Ensured that online, in-store and out-of-store experience was aligned, consistent and emotionally relevant for the customer.
• Identified opportunities for optimization. Researched, planned, executed, and evaluated optimizations.
• Developed a set of best practices, devised recommended rules of engagement and used social media and education opportunities to share best practices and knowledge, helping to build online community capability company wide.
• Built a set of internal communication channels in order to quickly and easily share information among key stakeholders.
• Defined features and functionality for potential concepts and created sample use cases and user flows.
• Managed the technology solutions needed to meet strategic business objectives.
• Developed social media and online marketing strategies that have been featured in numerous national and international blogs and publications such as: Globe and Mail, National Post, Vancouver Sun, Financial Post, Toronto Star, Idea Hatching, The Street, Web Marketing Therapy, Consumerist, and many more. -
Strategic Sales Account Manager
lululemon athletica
(Public Company; Retail industry)
February 2007 — August 2008 (1 year 7 months)
• Built strong, mutually beneficial relationships with strategic sales partners in order to increase brand awareness.
• Developed departmental sales and marketing program (LWL) and oversaw the evolution of the program to achieve a more targeted readership and a higher ROI.
• Designed weekly e-newsletter, bi-weekly product catalogue, and annual program overview for wholesale partners.
• Strengthened brand identity and raised awareness through co-branded trunk shows, community events, and function shows.
• Constantly reviewed merchant landscape and recommended, developed, and implemented new and creative approaches to growing the wholesale business. -
Product Marketing Assistant
Electronic Arts
(Public Company; ERTS; Computer Games industry)
June 2005 — June 2006 (1 year 1 month)
• Assisted in the product marketing of EA titles that were released for the PlayStation Portable (PSP) System.
• Helped develop marketing strategy for handheld products based on competitive market analysis, simul ship data, and external studio marketing plans.
• Analysed internal and external sales trends affecting the handheld video game business in order to make strategic decisions for future releases.
• Designed and published graphic, web, and film based assets for the release of PSP-exclusive titles. -
Handheld Localization
Electronic Arts
(Public Company; ERTS; Computer Games industry)
June 2005 — October 2005 (5 months)
• Helped ensure the proper integration of European languages into six video game franchises across all handheld platforms (PSP, GBA, NDS, and mobile).
• Assisted the localization department in achieving goals and objectives related to internationalizing products to the highest standards.
• Acted as the primary contact between Electronic Arts and the international compliance bodies at Sony, Microsoft & Nintendo while working on the Need for Speed franchise.
Carolyn Coles’s Education
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University of Toronto
E-Business & Web Marketing 2008 — 2010 (expected)
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Queen's University
Bachelor of Arts (Honours) , Film & Classical Studies , 2001 — 2005
- Activities and Societies:
- Departmental Student Council, The Queen's Journal, Tricolour Yearbook
Studio Q, Queen's Graphic Design Association, Advancing Canadian Entrepreneurship, Queen's Student Recruitment
Additional Information
Carolyn Coles’s Websites:
Carolyn Coles’s Interests:
Emerging technology, social networking, blogging, podcasting, wikis, online communities, viral online marketing, productivity tools,
Carolyn Coles’s Groups:
Word of Mouth Marketing Association
American Marketing Association (BC Chapter)
Product Marketing Association
Social Media Club
Social Media Social Good
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University of Toronto Alumni (5,000+) -
Queen's University Alumni -
Social Media for Social Change -
Vancouver Digital Marketing -
Girls in Tech - Global -
lululemon athletica - current and former employees
Carolyn Coles’s Honors:
lululemon athletica Award for Outstanding Entrepreneurship
Queen's University Chancellor's Scholarship
Grace Adelia Ashbaugh Scholarship
Francis Family Scholarship
BC Hydro Scholarship
Canadian Millennium Scholarship
TD Canada Trust Award of Merit
Carolyn Coles’s Contact Settings
Interested In:
- career opportunities
- consulting offers
- new ventures
- job inquiries
- expertise requests
- reference requests
- getting back in touch
