Erin Willis

About Erin Willis

Conceptual, strategic, creative. Visionary change maker, reshaping business needs into…

Experience

1. Director, Product Management, Consumer Engagement & Understanding (Global Loyalty)

   VF Corporation

   Feb 2023 — Present

   Global product manager for loyalty platforms in NORA and EMEA regions * Driving transformation of loyalty program enablement through improved technology, processes, data management, and use case refinement for VF brands Vans, The North Face and Timberland * Shifting VF Loyalty to a product model, with centralized value proposition development, and budget, backlog, roadmap and implementation management * Driving more integrated cross-channel loyalty experiences for consumers of VF brands through CX/UX-led research and design * Solution ideation and development with cross-stakeholder collaboration, including architecture, engineering, other product areas, brand leadership, QA organizations, release management and end-to-end alignment.* Deprecation of legacy platforms and processes in the consumer ecosystem, aligning a thoughtful re-design of use cases, capabilities, data requirements and reporting, and overall consumer value * Management of loyalty date up and downstream, with understanding of reporting requirements for loyalty as a critical business driver * Delivery of a new payment type designated to loyalty, and proliferation through all systems (OMS, SAP, data and reporting platforms) aiding in the classification of loyalty correctly for accounting purposes

Education

• The University of North Carolina at Chapel Hill

  B.A., English

• University of New Orleans

  M.F.A., Creative Writing

• The University of North Carolina at Chapel Hill

  Bachelor of Arts - BA, English Language and Literature/Letters

• Center for Documentary Studies, Duke University

  Certificate in Documentary Studies

Skills

• Marketing Management
• Product Management
• Web Content Management
• New Media
• Web Analytics
• Public Relations
• Start-Ups
• Digital Media
• Content Management
• Social Media
• Marketing
• Website Development
• Sem
• Product Marketing
• Newsletters
• Market Research
• Account Management
• Marketing Strategy
• Adobe Creative Suite (Photoshop, Illustrator, Indesign, Dreamweaver); Adobe Final Cut Pro; Budget Management; Business Analysis and Requirements Development; Documentary/Video Planning/Production; Event Planning; Digital Media Field Producer; Graphic/Visu
• E-Commerce
• Startup Marketing
• Search Engine Optimization (SEO)
• Blogging
• Crm
• User Experience
• Online Advertising
• SEO
• Digital Marketing
• Messaging
• Customer Relationship Management (Crm)
• Marketing Communications
• Online Marketing
• Metrics
• Social Media Marketing
• Email Marketing
• Competitive Analysis
• Social Business
• Creative Direction
• Content Development
• Copywriting