Tricia Labarge

Senior Director, Brand Media & Digital Marketing

Professional Overview
Tricia Labarge is a seasoned marketing executive with over 15 years of experience driving digital transformation and brand strategy for leading retail and outdoor apparel brands. As the Senior Director of Brand Media & Digital Marketing at Ariat International, she is responsible for overseeing the company's integrated marketing efforts, including digital advertising, e-commerce optimization, social media, and content creation.

Experience Summary

Current Role
In her current role at Ariat International, Tricia is responsible for developing and executing the brand's digital marketing strategy to drive awareness, engagement, and sales. Key achievements include:

• Implemented a data-driven, omnichannel media approach that resulted in a 25% increase in e-commerce revenue and a 35% improvement in return on ad spend.

• Led the redesign of the brand's e-commerce platform, resulting in a 15% increase in conversion rates and a 20% uplift in average order value.

• Spearheaded the creation of a comprehensive social media content strategy, which contributed to a 50% growth in follower count and a 40% increase in engagement across Ariat's social channels.

Career Progression
Prior to her current role, Tricia held positions of increasing responsibility at Ariat International, The North Face, and Williams-Sonoma, Inc. She has demonstrated a strong track record of driving digital innovation and delivering measurable results for leading consumer brands. Tricia's career progression includes:

• Director, Digital Brand Marketing at Ariat International (2020-2023)

• Senior Manager, Digital Brand Marketing at Ariat International (2019-2020)

• Digital Performance Marketing Manager at The North Face (2017-2019)

• Digital Communications Manager: Social Media & Content Marketing at lucy activewear (2014-2017)

• Marketing Manager, Business Sales and Development at Williams-Sonoma, Inc. (2013-2014)

Academic Background
Tricia holds a Bachelor of Science in Marketing from the University of Oregon, where she graduated cum laude.

Areas of Expertise

• Digital marketing strategy and execution

• Brand management and omnichannel integration

• E-commerce optimization and performance marketing

• Social media and content marketing

• Data-driven decision making and analytics

Professional Impact
Throughout her career, Tricia has demonstrated a strong ability to drive digital innovation and deliver measurable results for her organizations. She has been recognized for her strategic leadership, data-driven approach, and ability to collaborate cross-functionally to achieve business objectives.

Conclusion
With her extensive experience in digital marketing and brand strategy, Tricia Labarge is a valuable asset to Ariat International. Her proven track record of driving digital transformation and delivering measurable results positions her as a strategic leader in the industry. Tricia is committed to leveraging her expertise to continue building the Ariat brand and driving sustainable growth for the company.