Hanna Andersson

Growth Marketing

• Lead Hanna’s customer growth strategy end-to-end, integrating new customer acquisition, retention, and CRM to drive scalable, profitable growth and deepen customer relationships.
• Oversee paid performance channels (search, social, affiliate, programmatic, retargeting) to optimize CAC, ROAS, and incremental revenue while advancing growth experimentation and new channel discovery.
• Develop and execute a cohesive lifecycle marketing framework that connects acquisition, retention, and reactivation to maximize engagement and loyalty across key journey moments.
• Leverage segmentation, automation, and personalization, enhanced by AI-driven insights to deliver relevant, data-informed experiences across owned channels (email, SMS, and site).
• Partner with Brand, Creative, and Product teams to ensure growth messaging and offers align with Hanna’s storytelling and customer value proposition.
• Collaborate with Finance and Digital Operations to manage investment allocation, performance forecasting, and ROI tracking for efficient spend and measurable outcomes.
• Work with Technology and Data teams to evolve Hanna’s martech ecosystem for real-time decision-making, optimization, and marketing agility.
• Champion a test-and-learn culture that fosters experimentation, continuous improvement, and performance innovation across the customer journey.
• Lead, mentor, and inspire a high-performing team focused on curiosity, accountability, and data-informed growth practices.
• Serve as a key digital leader, partnering with the Chief Digital Officer and peers across Brand and Technology to advance personalization, omnichannel integration, and customer experience innovation.

VP, Customer Growth – Lifecycle Marketing

Manager

• Merchandise Planning / Inventory Management
• Drive sales and inventory strategies across assigned categories, while also personally managing merchandise planning for a smaller product category.
• Lead a team of direct reports, providing regular feedback, coaching, and support to ensure their professional growth and performance.
• Contribute to the evolution of planning tools and processes to drive efficiency and enhance decision-making.
• Develop and manage top-down and bottom-up merchandise plans aligned with strategic business goals and financial targets.
• Partner with merchants, sourcing, and design teams to build pre-season financial plans and detailed style-level forecasts.
• Own the open-to-buy process, ensuring optimal inventory levels to support sales, margin, and inventory turnover goals.
• Reforecast in-season plans based on current performance, identifying risks and opportunities and recommending actions to improve results.
• Provide business insights through regular pre-, in-, and post-season analysis, identifying key drivers and implementing learnings for future planning cycles.
• Evaluate performance at the product level to inform decisions on reorders, cancellations, or inventory shifts.
• Collaborate with sourcing to deliver accurate seasonal and long-range forecasts that support production and delivery timelines.

VP, Customer Growth – Lifecycle Marketing

Merchandise Planning Manager