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Lorrie Piper

Marketing Communication/Brand Management, Marketing and Advertising

Hello - I'm Lorrie Piper - Director / VP / CMO · Results-driven full-stack digital marketer · Strategic End-to-End Execution · Growth Builder · Innovative Award-Winning Campaigns · Marketing Leadership · Brand Management · B2B B2C CPGs

Lorrie Piper's Bio:

Lorrie Piper builds end-to-end marketing strategies and stellar marketing teams. Getting traction on a B2B or B2C CPG brand, crushing sales goals, or increasing social media engagements—she is all about results. She has helped companies develop and lead their marketing strategies and has a track record of driving sales, building brands, streamlining marketing operations, and leading high-performance teams. She's worked with some of the best-known brands in the world – VELCRO®, Disney, NASCAR®, NFL, and LEGO® creating results-driven campaigns. In a recent campaign, she earned 15 million+ impressions, which resulted in increased brand recognition and awareness among my target audience. I improved customer engagement by gaining over 65,000 additional email subscribers in one year through engaging content marketing strategies, built brand awareness, and strengthened relationships. Lorrie's targeted email marketing strategy led to an increase in subscribers (350K) and engagement rates consistently above industry standards, resulting in higher sales and revenue generation. By generating over $122K in revenue with a one-day event, she expanded our customer base, generated sales, and codified partnerships, improving my company’s market position and establishing it as a leader in the industry. Launching a curbside sales channel in response to the pandemic led to a new revenue channel, increasing sales and customer satisfaction. Lorrie delivered an increased engagement rate of 35%+ in one year, creating a strong digital presence while launching campaigns that achieved goals for increased website traffic (up 30% mo/mo), contributing to the growth and success of her company's online presence. Her development of integrated and tactical marketing strategies led her organization to win industry-defining awards, such as StateWays Best Practices Awards for Best Stakeholder Outreach Program and Best Technology Innovation, and Beverage Dynamics’ recognition as one of the Top 10 retailers in the country (2020, 2021, 2022, 2023). Lorrie has made significant contributions to my company's success through my marketing strategies and creative ideas, resulting in enhanced brand awareness, increased sales, revenue generation, and industry recognition. What Lorrie Piper is great at doing: • Developing and executing end-to-end, full-stack integrated marketing plans. • Building and leading marketing teams and departments. • Analyzing marketing data to make strategic decisions. • Leading sales organizations to align with goals and targets. • Critical thinking - creative execution.

Lorrie Piper's Experience:

  • Director of Marketing / CMO at New Hampshire Liquor Commission

    November 2019 - October 2023 | Concord, NH

    Director / CMO: Marketing, Sales, Merchandising & DistributionDirector / CMO: Marketing, Sales, Merchandising & Distribution Conceptualizing and implementing the marketing strategy for a $800,000,000 business achieving marketing targets, and providing exceptional leadership, all while supporting the mission and sales goals of the New Hampshire Liquor Commission (NHLC). Playing a critical role in shaping and burnishing the NHLC brand to over 12 million customers annually as the premier destination for high-quality wines and spirits, while supporting ongoing efforts to maximize revenue for the Granite State. Responsible for business and market development, market research and planning, providing strategic direction for promotion and advertising, coordination with the sales team, and directing day-to-day sales, marketing, merchandising, and warehousing operations in support of 66 Liquor & Wine Outlets through the State of New Hampshire, along with a robust e-commerce sales platform.Conceptualizing and implementing the marketing strategy for a $800,000,000 business achieving marketing targets, and providing exceptional leadership, all while supporting the mission and sales goals of the New Hampshire Liquor Commission (NHLC). Playing a critical role in shaping and burnishing the NHLC brand to over 12 million customers annually as the premier destination for high-quality wines and spirits, while supporting ongoing efforts to maximize revenue for the Granite State. Responsible for business and market development, market research and planning, providing strategic direction for promotion and advertising, coordination with the sales team, and directing day-to-day sales, marketing, merchandising, and warehousing operations in support of 66 Liquor & Wine Outlets through the State of New Hampshire, along with a robust e-commerce sales platform. Skills: Product Marketing · Digital Marketing · Advertising · Marketing Strategy · Brand Management · Integrated Marketing · Marketing Management · B2B Marketing · Online Marketing · Cross-functional Team Leadership · Marketing Research · Creative Direction

  • Marketing Leader at FIRST

    April 2014 - 2019

    Led digital, strategic marketing plans and execution of marketing tactics and measurement. Created effective visual communication tools and content for all FIRST programs offered (K-12 students). Collaborated with LEGO® Education to synergize and grow marketing efforts promoting program serving a total of 320,000 children across the world. Provided effective project management and execution of successful marketing initiatives – working closely with entire marketing team (PR manager, social media manager, brand manager, data analytics specialist, web managers) to ensure that all facets of marketing plan are executed with a high-quality standard, on time, and on budget. Aligned and collaborated with internal clients to achieve team growth goals (Community Managers, Director of Education, Diversity & Inclusion Manager, Program Directors, etc.) Set goals for product and program marketing launches (~12 a year), including; strategic planning to align with sales objectives, marketing plan proposal, coordinating of marketing efforts, and measurement of ROI. Led digital, strategic marketing plans and execution of marketing tactics and measurement. Created effective visual communication tools and content for all FIRST programs offered (K-12 students). Collaborated with LEGO® Education to synergize and grow marketing efforts promoting program serving a total of 320,000 children across the world. Provided effective project management and execution of successful marketing initiatives – working closely with entire marketing team (PR manager, social media manager, brand manager, data analytics specialist, web managers) to ensure that all facets of marketing plan are executed with a high-quality standard, on time, and on budget. Aligned and collaborated with internal clients to achieve team growth goals (Community Managers, Director of Education, Diversity & Inclusion Manager, Program Directors, etc.) Set goals for product and program marketing launches (~12 a year), including; strategic planning to align with sales objectives, marketing plan proposal, coordinating of marketing efforts, and measurement of ROI. Skills: Digital Marketing · Strategic Planning · Integrated Marketing · Content Marketing · Cross-functional Team Leadership

  • Strategic Marketing Manager at Osram Sylvania

    October 2006 - April 2014

    Marketing communication leader managing implementation and execution of full-stack marketing and responsible for a wide range of activities that involved developing a comprehensive suite of marketing tactics - including TV, digital, and print advertising, digital content development, collateral development, and strategic product marketing plans. Effective promotion of the company's brand and its offerings and creating effective marketing tactics and plans that would drive business growth and increase customer engagement. Working closely with the product development team to identify key areas of focus, customer needs, and the company's unique value proposition, and crafting marketing plans and messaging that would resonate with customers and position CGPs in leadership positions for retail. Led the development and execution of highly effective measurable marketing strategies, garnering increased brand visibility, boosting lead generation, and creating strong relationships with existing and prospective customers. Developed a range of high-quality collateral materials, such as brochures, flyers, and advertising that effectively communicated the product's value proposition and offerings, achieving significant growth and competitiveness in the CPG marketplace.Marketing communication leader managing implementation and execution of full-stack marketing and responsible for a wide range of activities that involved developing a comprehensive suite of marketing tactics - including TV, digital, and print advertising, digital content development, collateral development, and strategic product marketing plans. Effective promotion of the company's brand and its offerings and creating effective marketing tactics and plans that would drive business growth and increase customer engagement. Working closely with the product development team to identify key areas of focus, customer needs, and the company's unique value proposition, and crafting marketing plans and messaging that would resonate with customers and position CGPs in leadership positions for retail. Led the development and execution of highly effective measurable marketing strategies, garnering increased brand visibility, boosting lead generation, and creating strong relationships with existing and prospective customers. Developed a range of high-quality collateral materials, such as brochures, flyers, and advertising that effectively communicated the product's value proposition and offerings, achieving significant growth and competitiveness in the CPG marketplace. Skills: Digital Marketing · Marketing · Marketing Strategy · B2B Marketing · Direct Marketing

  • Adjunct Faculty at Southern New Hampshire University

    May 1996 - September 2004

    Adjunct Faculty teaching in areas of Marketing, Design and Advertising.

Lorrie Piper's Education:

  • Rivier University

    M.S.
    Concentration: Marketing and Writing

  • Endicott College

    B.S.
    Concentration: Visual Communiation & Advertising

Lorrie Piper's Interests & Activities:

marketing




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