November 28, 2018
IMC restructures marketing, digital teams to improve customer experience
Following its recently announced executive leadership team appointments and long-range market plans, International Market Centers (IMC) has shared a new integrated structure and staffing for its marketing and digital teams.
Dorothy Belshaw, EVP, chief marketing and digital officer, will oversee four key areas of marketing and digital strategy: brand strategy and business development, led by Karen Olson; digital services, led by Brandon Ward; marketing services, led by Brett Austin; and public relations and corporate communications, led directly by Belshaw and supported with in-house staff and outside consultation.
The brand strategy and business development team will be responsible for brand and market strategy, buyer acquisition and retail relations, market research and data analytics, registration, and end-to-end customer experience. Brand leaders for each market will report to Karen Olson: Kim Adams for Atlanta Apparel; Sarah Mount for Atlanta Gift & Home; and Renee Loper-Boyd for Las Vegas and High Point Markets. Also reporting to Olson will be Renae Brown, who will oversee call center, data analytics, and registration. The retail relations group responsible for key account management and support for buying groups across all categories will also report directly to Olson.
The digital services team will be responsible for website and mobile app development; digital marketing deployment and performance analytics; data services; and digital products development. Team members, all of whom report to Brandon Ward, include Tripp Regan, digital and email experience; Nathaniel Johnson, front end development; and Danielle Willis, digital optimization and measurement.
The marketing services team will be responsible for project management, procurement and production; publications and sponsorships; and programming and events management. Team members, all of whom report to Brett Austin, include: Nova Belote, project management; Kris Lamb, creative; and Ansley Spencer; production for publications, sponsorships and signage. Austin will directly manage teams responsible for publication and sponsorship sales and programming and event management.
The public relations and corporate communications team will be responsible for media relations; media partnerships; and corporate communications. In-house team members Dallas Britt (High Point and Las Vegas) and Chelsea Peabody Bohannon (Atlanta) will report directly to Belshaw, with outside strategic support from Cathy Steel of Steel Associates.
“Marketing will be a centralized function enhancing the end to end customer experience, driving increased buyer acquisition across all markets, and developing digital tools and services to improve the at market experience for buyers and tenants,” said Belshaw.