Results-focused marketer with 10 years of experience helping leading lifestyle and e-commerce companies utilize brand storytelling to acquire new customers, deliver business performance and engender customer love. My expertise is in turning customer insights and data into innovative campaigns and communications that drive engagement and action.
At Equinox, I led marketing for all ancillary businesses, telling the story of Personal Training, The Spa, Studio Pilates and digital products to prospects and members alike, and in turn inspiring them to maximize their potential & live high-performance lives-- in and out of the club.
Prior to Equinox, I helped define the fastest-growing category for the e-commerce giant, Amazon Fashion. Through social storytelling, influencer partnerships and experiential events, I shaped the voice and aesthetic of the new sub-brand, effectively establishing it as a destination for fashion for both designers (to sell) and shoppers (to buy).
Storytelling and brand development: Distilling core attributes to help companies tell their stories and stand out
Content and product marketing: Developing compelling content rooted in customer insights that drives brand advocacy and ensures successful GTM strategy and execution
Retention, lifecycle, email, and CRM: Developing strategy, including cadence, creative and testing
I led go-to-market strategy and execution for EQX ONE, a subscription-based digital personal training offering, the first of its kind for Equinox. The beta launch was limited to two key markets but included vetting and selecting an agency partner, acting as lead on project with agency team and internal product/tech teams, and executing on customer segmentation strategy, messaging, creative asset production and CRM strategy with partners. Achieved goal penetration and retention to greenlight expansion of beta product and spur internal development for global launch slated for 2021.
As a result of the COVD-19 crisis, Equinox was forced to close all fitness clubs globally and put memberships on freeze. This resulted in multiple rounds of layoffs and furloughs across all areas of the business.
"Karen is a customer expert. I've seen her build global brands while developing innovative campaigns for her local customers. She's a huge asset to any marketing team!"
Jaime Sanborn
worked with Karen as a consultant
VP Marketing & Operations
"Karen was an ambassador at one of the brands I worked at and even though she had a full time professional marketing career, she always took her role as ambassador very seriously and was always looking for more ways to add value to the customer, brand and program."
Hillary Benjamin
Oversaw Ambassador Program that Karen was a part of
Head of Sales & Marketing, Rapha North America
