1. CHRISTY EHLERS
_____________________________________________________________________________
3724 Elizabeth Drive Director of Marketing
Carrollton, TX 75007 ehlerscea@verizon.net
Cell 972.816.4411
PROFILE
Results driven marketing professional who thrives in a team environment where positive customer engagement is the
focus to drive sales and contribute to the company's bottom line. Analytic thinker who believes in developing and
executing strategies derived from consumer insights and preferences, marketing research, analytics and data
driven accomplishments.
QUALIFICATONS
 CRM/Loyalty Strategist - Developed and employed CRM strategies to create, launch and build both B-to-C and B-
to-B loyalty/reward programs; implemented customer acquisition, engagement, retention contact strategies. Directed
all lifecycle communications.
 Analytical Marketing Strategist - Applied highly effective analytical thinking to develop and implement marketing
strategies which improved market share, increased sales and built brand awareness. Experienced in all aspects of
marketing including agency and client-side experience.
 Passionate Leader and Mentor - Developed highly effective communication, organizational, training and
leadership skills which enabled the growth and development of employees. Grew teams fostering communication and
collaboration. Managed both internal and external creative agencies.
 Adept Project Management Skills - Worked with account, IT, merchandising, analytics and omni-channel team
partners on a daily basis; led a cross-functional team in developing a unified brand strategy for a highly profitable
private-label brand; developed promotions involving multiple brands.
 Omni Channel Communications - Successfully developed and implemented omni-channel communication plans
including direct mail, email, social, mobile, digital and interactive programs and campaigns including augmented
reality. Designed and implemented functional and effective in-store collateral/decor. Experience in purchasing all
forms of media - both digital and traditional.
PROFESSIONAL EXPERIENCE
BRIERLEY+PARTNERS Plano, TX March 2013 – January
2015
Director, Communications Strategy
Developed customer related communication strategies and plans which captured increased share of wallet among
existing customers as well as acquired new customers and built customer loyalty.
 Responsible for providing consultative input into the creation, management and ongoing improvement to the omni-
channel communications plan to drive traffic and sales in support of the brand's overall marketing strategy. Worked
with internal and external partners to monitor, measure, and track campaigns and plan performance to continually
improve communications and ensure alignment with the marketing program’s roadmap and overall business
objectives.
 Developed direct, e-communications and digital contact strategies and implementation plans.

2.  Lead internal agency and client team members to ensure integration with other key marketing vehicles and
campaigns to help identify conflicts in timing, priorities, messaging or targeting of the communications plan.
 Participated in cross-functional meetings to provide consultation in areas such as timing, targeting, segmentation,
messaging and other strategic input into the planning and execution process.
 Lead and coordinated campaign analysis, distributed and discussed results with internal agency and client team
members.
IVIE & ASSOCIATES, INC. Flower Mound, TX November 2010 –
March 2013
Director of Digital Services/CRM
Responsible for leading/guiding a variety of retail and grocery clients in developing customer-centric business strategies
and programs, including brand building, customer relationship management, and one-to-one interactive marketing.
Helped lead Ivie in crafting CRM strategies, integrating the resources and capabilities of many internal functions into
cohesive marketing strategies:
 Created and presented annual marketing plans to senior leaders
 Evaluated initiatives including exploratory meetings, writing and presenting proposals. Maintained a broad view of
clients’ marketing activities in order to identify opportunities to supplement and synchronize media tools.
 Developed omni-channel communication plans including social, mobile, web, PPC, as well as interactive programs
and campaigns.
 Contributed strategy for CRM programs which included market research, competitive analysis, change management
process/tactics; contact strategies including acquisition, engagement and retention.
 Directed a team of 14, 9 direct reports, facilitating cross functional collaboration and unity.
Christy Ehlers - Page 2
SALLY BEAUTY SUPPLY, LLC Denton, TX July 2000 –
October 2010
Sally Beauty - Senior Director of Database Management -- June 2006 - September 2010
(In addition to director of marketing communications duties listed below.)
Responsible for the retail and professional customer loyalty programs; marketing research for both the retail and
professional customer segments; quarterly trackers implemented in FY2009 and forward.
 Adhoc research executed for special projects.
 Worked with merchandising team and vendor partners as it relates to product launches and/or discontinuations.
 Led a cross-functional team in developing a unified brand strategy for Sally Beauty’s largest, most profitable private-
label brand in FY2010.
 Responsible for a budget of over $25,000,000.
 Developed and executed the strategic plan to re-engineer and expand both the retail and professional loyalty
programs.
 Integrated the direct mail and email programs enabling multi-touch point, consistent communication.
 Increased sales of the retail loyalty program 17.5%, over $50,000,000, increased membership 31%.
 Developed the US new store opening program in FY2007 and the Canadian new store opening program in FY2010.
 Was a contributing member of the sallybeauty.com eCommerce launch team.
 Directed a team of 16, 4 direct reports.

3. Sally Beauty - Director of Marketing Communications -- June 2003-May 2006
(In addition to the director of advertising/CRM duties listed below.)
Professional Education -- Oversaw Sally Beauty’s participation in three annual national professional customer tradeshows
and six regional beauty shows which had a combined sales increase of 67% in the first year followed by increases of
18%, 25% and 55% respectively. Worked with the vendors/manufacturers to provide educational materials for the
professional customer base thus elevating the Sally brand. Directed a team of 10, 3 direct reports.
Sally Beauty - Director of Advertising/CRM -- July 2000-May 2003
Branding and Advertising Partnerships -- Responsible for branding.
 Negotiated agreements with national couponing companies and national magazines.
 Directed photo shoots as well as the design of creative for national advertising.
 Worked closely with merchandising counterparts on monthly promotions and product launches as well as in-store
signage.
 Worked with movie studios and product vendors to trade space/products to gain exposure and impact branding
initiatives.
 Managed relationships with external agencies for specialty and niche marketing.
Creative Services -- Responsibilities included directing all activity of the in-house advertising agency, inclusive of all
customer touch points. Twenty-five monthly pieces are produced as well as all other projects requested by other
departments. 300 routine monthly projects plus 368 non-routine projects were completed in 2004, 722 in 2005, 739 in
2006 and 774 in 2007, 836 in 2008.
Seven direct reports.
CRM/Loyalty Programs -- Directed all aspects of both retail consumer and business customer loyalty programs.
Launched the retail loyalty program nationally after completing extensive research, testing and analysis in 2003. Grew the
consumer loyalty program to over 3,000,000 members in its first year of national activity. Developed a contact strategy to
ensure the retention of members.
 Developed internal marketing and training programs to assist in launching new markets.
 Transitioned multiple customer email campaigns to an automated trigger based system allowing for more efficiency
and timely, consistent customer communication.
 Played an integral part in the development of Sally Beauty’s Transaction Analysis for Marketing software which
analyzes transactions down to SKU level.
 Directed a multi-component national teen campaign with ads in Seventeen magazine and on MTV with a response
mechanism on the Sally website which enabled Sally to build their teen database.
 Eliminated the company’s paper gift certificates and developed their gift card program, grew the program from
$178,000 annually to over $12,750,000 annually.
EDUCATION
Bachelor of Science in General and Retail Marketing - Missouri State University, Springfield, MO