Lisa Moses, Marketing Manager, Molbak’s Garden + Home, Woodinville, WA

From: IGC Retailer, Best of Show Issue, 2012

Lisa Moses, Marketing Manager, Molbak’s Garden + Home, Woodinville, WA
What is a typical day like for you?
Each day is different - which I love - and flies by. My days are driven by prioritizing deadlines, and include designing weekly customer communications (e-mails, signage and updating the website) and reviewing and planning promotions and marketing events with buyers, retail operations and the marketing team.

What takes up most of your time?
I spend most of my time writing copy or working with our outside copywriter, and working with our in-house designer to select images and copy for customer communications. We have to nail down each promotion’s specifics, as well as communicate them with buyers and retail operations for a great customer experience.

What “best practices” do you incorporate?
We meet with the entire staff every other month and lay out the upcoming two-month marketing campaign, and we review “hits and misses” with buyers and managers for each campaign. We also have great reporting in place to help us evaluate sales and promotions and marketing events.

What’s the best part of your job?
I love being connected to - and celebrating - the individual seasons of the year, as well as being surrounded by healthy, beautiful plants. I also enjoy the blend of working independently and as part of a team.

What’s the worst part of your job?
The worst part is scrambling when live product for the promotion shows up and it’s not exactly ready to sell, or having too much or too little product for a promotion. Also, when the weather doesn’t cooperate, we have to rethink our marketing plans.

Do you have any new projects in the works?
This year, we’re considering offering a free subscriber-based “Gardening with Kids” e-mail. We’re rethinking our whole offering of kid-related products in the store.

What does the future hold for you?
There’s a lot on my list, like more targeted promotional marketing, diving into social media, leveraging co-op dollars and growing our loyalty program by adding more benefits. I also want to plan more strategic promotions and unusual marketing events, like the after-hours holiday event we held last year with an Elvis impersonator - it sold out and was terrific branding for our holiday season!

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