Vera Bradley’s consumer is known for being fanatical and fiercely loyal, and the brand was eager to provide them with richer experiences. In order to become less dependant on external agencies, while leveraging their existing in-house expertise, a new marketing approach was needed. This new approach adopts the agency model, enabling seamless collaboration and clarity of ownership within cross-functional teams. The new process would also ensure full visibility into consumer intelligence to create a well informed, always-learning team.
Our Interim Brand Director provided customized briefs to ensure clarity across multiple departments, including a documented step by step tutorial. Unique processes were developed for each Vera Bradley specific marketing initiative category. All team members were given one on one support throughout the transition and new team members were provided oversight and mentorship during their on-boarding.