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Alexandra Frith

Alexandra Frith

Director of Marketing

Retail Pro International, LLC

Sacramento, California Area, us

About me: To me, marketing is more than simply creating demand. To me, marketing is about telling an unforgettable story and growing the market we are in. I love building innovative strategic programs and establishing remarkable, memorable brands. Over the course of my career I excelled on both sides of the organizational pr...


Retail Pro International, LLC

Director of Marketing

• Managed and directed global marketing and communications initiatives with the goal of evolving the consistency and clarity of brand messaging across 127 served countries.

• Executed strategies for web presence, advertising, media relations, social media, customer engagement, and e-marketing initiatives.

• Lead internal teams with diverse priorities through naming, branding and positioning initiatives for new product launches, guaranteeing successful releases and enhanced sales potential.

• In tandem with sales and product groups prepared educational and launch materials supporting the expansion of company’s product portfolio; consulted the product organizations through the UX design for new products.

• Developed and implemented global partner enablement program, ensuring fast-track starts for new resellers and greater engagement for the existing network.

• Developed mutually beneficial relationships with channel and strategic partners; executed joint programs continuously evaluating and leveraging opportunities to grow revenue, enhance brand positioning and increase the brand value.

• Executed complex event and tradeshow campaigns, driving lead generation, industry partner engagement and brand awareness.

• Successfully executed annual marketing budgets across all global constituencies.

• Designed, launched and managed an education and resource website comprised of an online training delivery platform, documentation and knowledgebase libraries, sales and marketing resource toolkits, community data center and news feeds. The site serves as an enablement resource for a global reseller network, spanning over 40 countries, over 1,000 users across 5 distinct information consumption groups. Launch resulted in 300% increase in information consumption by user groups and double-digit sales growth across all markets.

• Served as the company spokesperson and product evangelist; frequent speaker at industry events.

Frith Design Studio

Branding, Marketing Communications and Design Consultant

• Developed brand stories, positioning, corporate identity and marketing materials for diverse B2B and B2C companies and brands.

• Provided art direction for typography development, advertising, print design, packaging design and illustration.

• Managed publishing production workflows, prepress audits and final delivery.

• Designed and executed advertising campaigns, integrated marketing efforts and community outreach.

• Delivered competitive differentiation and pitch consulting.

• Curated product introductions from concept development to store shelf

Customer list includes Shimano, Cabela’s, P-Line, Trumpette and many others.

University Of Baltimore, Merrick School of Business


California State University Fresno

BA, Graphic Design