Converse Interview 2024
Strengths (x3)
- Attention to detail - Adaptability, positivity, team player mentality - Communication
NA Senior Brand Marketing Accounts Professional: Key Responsibilities (x7)
- Collaborate with Retail Marketing counterparts, Commercial, Brand Marketing, Direct, Creative, external Account Marketing, and agency partners - Create omni-channel consumer journeys that connect the integrated marketplace experience (fashion and department store accounts) - Consider the current marketplace, consumer insights, and consumer trends - Develop longterm, annual, and seasonal marketing strategies (in-store, digital, social, branded) - Establish and maintain relationships/trust with external account partners - Develop expertise in the retail market landscape, traveling the market - Detail oriented, manage and maximize budget, POs and credit memos
Why I'm Applying (x2)
- Enjoyed working across B2B/wholesale and Digital Direct, now want to see how I can expand upon and apply my skills to the physical retail/wholesale space - Deeply passionate about brand storytelling and shaping our consumer experience, and interested in continuing that work within this role
Digital Experience Strategy, B2B: Key Responsibilities (x4)
- Established sell-in/WS exp strategy function, impacting 60+% of total Nike revenue through strategically enabled content - Managed internal cross-functional relationships, and external agency/vendor relationships - Developed new shot list template, process, and briefing framework to drive the seasonal workflow - Synthesized Geo Commercial priorities, created briefs, and delivered specialized experiences in line with WS channel marketing strategy
Digital Experience Strategy, .com: Key Responsibilities (x4)
- Ideated and developed consumer-centric approach to experiences (CRM, omni-channel consumer journey) - Experience briefs and storytelling direction for brand and product priorities ($60M global revenue per season) - Led Skateboarding, partnering with geo marketing to align on seasonal roadmaps - Enabled trend-based, read-and-react content creation capability (16 weeks to 30 days) to unlock commercial opportunity and drive brand distinction
Digital Commercial Content Coordinator, B2B: Key Responsibilities (x5)
- Managed digital copywriting operations (PDP, storytelling, brand campaigns) and enabled development of enterprise copy workflow tool - Established and implemented operational checkpoints throughout product lifecycle: product tracking, accuracy, security, donation; supporting content that enabled 100% increase in .net bookings YoY - Developed content distribution strategy, driving 30% increase in internal content leverage - Managed vendor contracts, tracked expenses, processed POs for external suppliers - Stretch: Art Director coverage
What Makes Me Unique (x3)
- My strengths: positivity (team player mentality), attention to detail - My existing knowledge of the Converse brand, positioning, consumer, and ways of working internally - Network contributions and leadership
Digital Commercial Content Coordinator, B2B: What I Liked (x2)
- Passion for storytelling content - Wanted to work on something more creative (had a lot of IDP chats)
Digital Experience Strategy, B2B: What I Liked (x2)
- Passion for strategy and developing storytelling direction, taking more leadership - Wanted to get closer to the consumer
Digital Experience Strategy, .com: What I Liked (x2)
- Passion for the consumer - Enterprise mindset, sell-in to sell-through; knowledge of the business
Weaknesses (x2)
- Task-oriented (because of attention to detail) - working on zooming out and tapping those into broader business objectives and strategy - Delegation (because of my standard of work) - working on trusting my team, asking for help
Digital Experience Strategy, B2B: Key Skills (x3)
1. Brief creation 2. Adaptability, coming into a new team and building it 3. Communication (int/ext), managing relationships
Digital Experience Strategy, .com: Key Skills (x5)
1. Brief creation 2. Consumer journey development, consumer mindset 3. Performance marketing, social media 4. Collaboration - sharing and receiving feedback 5. Data - marketplace trends, consumer insights, experience data
NA Senior Brand Marketing Accounts Professional: Key Skills (x10)
1. Omni-channel marketing plans 2. Collaboration with key business partners across marketing and commercial matrix 3. Define consumer journeys, drive brand distinction, serve consumers 4. Innovate and deploy new ideas, challenge convention 5. Highly detail oriented 6. Excellent communicator 7. Working cross-functionally, internal and external 8. Brief creation 9. Manage a marketing budget 10. Passion for working with retailers and consumer experience
Digital Commercial Content Coordinator, B2B: Key Skills (x3)
1. Operational mindset: building relationships and driving efficiencies 2. Communication - emails, content distribution strategy, AD stretch briefs 3. Managing budgets
My Questions (Role, x7)
1. What are some of the challenges or opportunities on the team, and how can I support in achieving those? 2. What does success look like for you in your role? How can I support you in achieving that as a peer/direct report? 3. The job description spoke a lot about creating marketing plans and strategies that challenge convention. How do you feel supported in building creative, innovative marketing plans? 4. How has your travel experience been? What has been the most valuable or impactful takeaway from it? 5. What does the future operating model of the team look like? Growth opportunity? 6. Are there any immediate opportunities (or gaps in my skillset/resume) that I could prioritize in a 30/60/90? 7. What are the team's strategic priorities? What would success look like in my role?
My Questions (Logistics, x3)
1. What does travel look like in this role? 2. What do benefits look like for this role (incl. commuting)? Starting salary, bonus, stock? 3. What are the expectations for getting this role set up, in terms of start date, onboarding?
Salary Range (x3)
Because of: - The years of experience and skillset I can bring to this role - My experience working at Converse - The market rate for a role at this level I was looking to align around $105K base salary for this role.
Favorite Recent Project (x1)
CTM: Leading our trend-based, read-and-react content workstream, condensing 16-week SLAs into 30 days. Synthesizing geo priorities to define a global experience, and defining the consumer journey, takeaway, and experience. Partnering with cross-functional teams to align on the strategy and driving the project through production, execution, QA, and go-live.
Digital Experience Strategy, .com: Cross-Functional Partners (x5)
Digital Merchandising, Buying, Geo Digital, Geo Marketing, CRM, Digital Content and Creative
Digital Experience Strategy, B2B: Cross-Functional Partners (x7)
Geo Commercial, Brand Marketing, Product Merchandising, Digital Direct, Digital Content and Creative, Geo Account Marketing, external production agencies and vendors
Elevator Pitch (x5)
Hi, my name is Tori Pietsch, and I'm a Digital Marketing Specialist with over five years of experience driving digital-direct and B2B content and experiences. After first joining Converse as an intern, I've worked in 3 roles across B2B/wholesale content operations, B2B/wholesale digital experience strategy, and digital direct experience strategy. Across these roles, I established the B2B/wholesale experience strategy function at Converse, enabling seasonal digital storytelling content to drive commercial sales; I also defined consumer-centric, CRM data-based experiences on Converse.com, and helped to define our read-and-react, consumer-trend based content workstream. I'm super excited to learn more about the opportunity in NA Retail Marketing, and to understand how I can leverage my skillset and experience working at Converse to drive immediate impact in this role.
NA Senior Brand Marketing Accounts Professional: Cross-Functional Partners (x7)
Retail Marketing (within team), Geo Commercial, Brand Marketing, Direct, Creative, external Account Marketing, and agency partners
