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Lisa Anne Logan

Lisa Anne Logan

Director of Marketing and Operations

Hattery

San Francisco, CA

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Hattery

Marketing Director

Hattery is a shared work studio, home to 27 resident startup companies and a growing public events program called Hattery Happenings.

Currently in a contract role managing marketing and operations while enrolled in Founder Institute.

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The Founder Institute

Founder

Selected for Founder Institute, a four-month early-stage startup accelerator where founders learn to build and launch a meaningful and enduring technology company. Semester President.

My company, Tacklebox, is an online tool to help jobseekers organize, optimize, and shorten their job search. It's like Salesforce for your search - tracking every posting, application, interview, follow-up, correspondence, networking, and more. Beyond that, useful analytics show how your search efforts perform, so you can focus on what works best. Tacklebox does what other organizational tools like spreadsheets and Post-Its can't: It works proactively on your behalf, elevates priority and opportunity, and keeps you motivated along the way. Tackle your job search today!

www.fi.co
www.tackleit.co

Career

Craftsy

Director of Marketing

Successful 2011 startup fast became the premier online education and e-commerce site for the craft community. Features interactive video classes, supplies, projects, digital patterns marketplace.

Data-driven team, culture of flux, rapid growth: revenue more than doubled, employees doubled to 140, members doubled to 1.7MM in 200 countries, social fans hit 3MM. 2013 projections = 1MM classes sold, average price $25.

Evolving role until funding-driven strategy changes eliminated multiple initiatives.

ADVERTISING • Print strategy. Concepted, placed, tested, evaluated 45 print ads in 7 months.

EVENTS • Created company’s first trade + consumer events strategy. Branded show presences, specials, booths. Managed Coordinator; travel teams up to 18 colleagues. In 8 months, supported 35 shows, totaling 200k exposure. 30% travel.

OUTREACH • Hired/managed team of 3 for affiliate, blogger, designer, guild, instructor, retail programs. Affiliates: Launched; hired agency. Acquired 1500 affiliates, averaging 2800 sales, 1350 registrations, $77k sales per month. Designers: Grew marketplace to 3400 sellers; first-year sales $1MM. Retail: Concepted/launched 'co-opetition’ model with bounceback coupon to indie craft shops, revolutionary to industry. Engineering to automate/scale, branding + collateral, trade show presentations. Acquired/onboarded 150 partners in 7 months.

PR • Agency selection, onboarding, daily management. Business + consumer press strategy. Primary contact for coverage, including for 165 class instructors. Elevated hooks, made reels, hosted media trainings, tracked/shared hits. Top placements: CNBC, Forbes, Mashable, MSN Money, WSJ, Washington Post. Secured Top Denver Workplaces, Webby Honoree awards. Designed new 25k sq ft office.

SOCIAL CAUSES • Created ‘Craftsy Cares': Monthly charitable crafting campaigns drove acquisition + engagement via nonprofit partners.

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Hook + Eye Studio

Founder

Bit by the entrepreneurial bug. Undertook opening a modern sewing studio + fabric shop in San Francisco's Mission district. Sole owner developing all legal, funding, operations, branding, technology, inventory, real estate, partnerships, and programs. Groundwork included industry trade shows, mentorships with existing studios and the fabric retailers' trade association, startup business classes, and more.

The domestic arts resurgence has produced a class of makers who are economically, sustainably, and creatively driven to sew. Hook + Eye was to be a gathering place for community, education, and materials. Ultimately, I put this dream on the shelf when the fine folks at Craftsy asked me to come on board instead.

Career

Chronicle Books

Marketing Manager: Entertainment + Licensed Partners

Marketing voice in largest company category, informing audience viability, editorial acquisition, packaging and design, publicity plan, sales tools. Developed and co-marketed 100+ licensed book and gift products with partner brands such as DC Comics, LucasArts, Nerve, NPR, Paul Frank, Pixar, Playboy, R.E.M., Roxy, Uglydoll, and Warner Bros. Records.

[B2B] Account sell-in: Supported sales team with exclusive content, displays, and promotions for specialty shops, independent booksellers, trade and mass accounts such as Amazon, Barnes + Noble, Costco.

[B2C] Consumer sell-through: Drove demand with advertising, author events, partnerships, contests, video/podcasts, social media, viral campaigns, publicity. Led consumer trends and field research, launch of company presence on social media, retail store marketing, and event booths such as Comic-Con.

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Gap Inc.

Loyalty Program Manager: Luxe Card

Fixed-length contract position with Banana Republic Relationship Marketing, managing cardholder acquisition, lifecycle strategy, and marketing for premier-tier private label Luxe credit card and loyalty program.

Earned highest cardholder penetration and retention results in company history at that time.

Day to day: program identity redesign, promotional campaigns and calendar, direct mail and email segmentation, annual budget and initiative forecasting, ROI/analysis

Special initiatives: Piloted exclusive handbag product for cardholders. Produced first-look shopping event for 4000 cardholders across 12 stores. Led consumer insights audit of cardholder benefits. Piloted first direct response campaign to identify and motivate spend-driven upgrades from entry-tier card.

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Gap Inc.

Assistant Manager: Color Development

Fixed-length contract position with Old Navy Color Development, interpreting trend service data with apparel designers to forecast and produce brand palettes of 100+ colors per season.

Day to day: Coordinated production with worldwide dyehouses and vendors. Created in-house trend boards, sample libraries, color names. Supervised department contractors.

Special initiatives: Designed new office processes to cut development timeline by 18%.

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Apple

Music Buzz Marketing Manager

Cross-functional role with iTunes, PR, Advertising, and Product Marketing to conceive, design, and produce branded music experiences—until new leadership brought department-wide reorganizational layoffs.

iTunes Live: Branding, promotion, and production of international in-store artist performance program. Artist bookings with labels, event marketing, and marketing recorded event content for purchase.

iTunes launch in Japan: Concepted launch marketing plan for retail tie-ins, forging new media partnerships and localizing presence.

Music licensing: Creative asset selection and tracking of 100+ marcom placements per month for corporate and third-party use.

Corporate music library: Initiated finance and feasibility audit to bring in-house at $100k annual savings.

iTunes gift certificates: Overhauled design, production, distribution, and customer/recipient experiences.

Career

Apple

Marcom Manager: Confidential Loyalty Initiative

Selected to develop and launch new branded, multi-channel credit card and loyalty program that would have marked Apple's entry into the financial services market. $2B+ projected revenue in first five years.

Strategy, content, and design of all customer acquisition and communication deliverables.

Marketing lead on senior management team that conceived business rules, legal, operations, technology infrastructure, product development. Managed daily relationship with financial services partners, creating landmark changes in card manufacturing and projected user experience.

Ultimately, under Steve's direction—where patience and restraint paralleled innovation—project was put 'into the vault'.

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Apple

Marcom Manager: Retail Programs + Events

Responsible for the look + feel of Apple Retail programs and events at all 80 stores worldwide.

Planned and executed customer communication strategy [messaging, creative, production] to build retail awareness, educate customers, drive traffic, earn loyalty, capture sales.

Heavy project management with Creative Services to achieve brand consistency and cost effectiveness within $2MM annual budget. Campaigns comprised in-store/POS signage, motion graphics, print collateral, email, web and landing pages, promotional items, reseller/channel marketing, store photography, staff apparel. All localized for U.S., UK, Japan.

Highlights: Flagship grand openings [SF was largest in U.S. to that date: 3000 fans in line and +20% over sales goal]. Apple Camp redesign saw 40% increased attendance over prior year and sold out nationwide in two weeks. Offered relocation to London as retail marcom lead for UK market entry. Also managed worldwide Calendar of Events, .Mac community nights, theater workshops, in-store music performances, Store Managers Conference, Made on a Mac speaker series, PC Switchers retail campaign, retail product launches.

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The San Francisco Design Museum

Assistant Manager

Entrepreneurial leadership role in non-profit startup’s vision and organizational development until museum closed due to lack of funding.

Directly oversaw events, marketing/public relations, program content, and community outreach. Managed 50 volunteers to develop, design, and curate exhibits. Contributed to Board of Directors development, business plan, contracts and partnerships, fundraising, operations.

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Portland Creative Conference

Volunteer

Decade of volunteering in all aspects of year-round planning/production for annual conference serving 1000+ creative professionals. Notable speakers included Dan Wieden, Ed Asner, Gary Larson, Gus Van Sant, Lee Clow, Martin Sheen, Matt Groening, Spike Lee, Steve Buscemi, Tiffany Shlain, Wes Craven.

Coordinated workshops, lectures, studio tours, networking sessions, screenings; recruited and hosted speakers; fulfilled attendee materials; managed vendors; assisted in stage management; orchestrated on-site volunteers; secured sponsors and marketing partners.

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Elvis & Bonaparte

Intern

What's behind a name like that? "Come for the strategy. Stay for the pie."

Summer internship: Practical contributions to both Account and Creative Services at recognized hi-tech ad agency. Included new business, competitive research, production coordination, client identity creation, vendor negotiations.

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Academy of Art University

Industrial Design

Art Center College of Design

Art Center at Night: Product Design

University of Oregon

B.A., Journalism & Communication (Advertising)