Retail Marketing and Merchandising Leader
DEBBIE MORROW
WALMART I CANADA
Marketing Manager, Instore Experience
Provided an instore experience that navigated the shoppers path to purchase through awareness, engagement, and conversion through seasonal, category, and corporate signage.
SEASONAL AND ETHNIC EVENTS
Objective: Enhance the instore experience by creating an inspired and festive atmosphere that drives basket size and conversion.
Deliverable: Develop best-in-class signage for tier 2-4 seasonal and ethnic events that enhance the instore experience.
Responsible: Managed all instore events from conception to implementation; primary signage lead for strategy, function and form, briefs, and print distribution for 400+ national stores.
CATEGORY SIGNAGE
Objective: Drive brand awareness and support customer consideration through product and/or service information that supports the path to purchase while instore.
Deliverable: Develop, plan, and implement instore strategy for Seasonal, Apparel, Home and Electronics product and brand launches that inform, engage, and inspire.
Responsible: Conduct competitive analysis, review packaging, and collaborate with Category team to define value proposition(s) and develop brief. Manage timelines, creative development, print production, and communication to stores.
OMNI INTEGRATION AND TESTING
Objective: Support customer instore experience by removing friction and solving in-the-pain moments.
Project: Revisit how Walmart communicates their instore digital experience with signage best practices (simple and purposeful).
Responsible: Collaborated with SLT to determine messaging - awareness, consideration, and conversion. Managed production and test implementation.
