Caroline Tomlinson
mctomlins@gmail.com
+12566271532

Employment Experience

Alaska Airlines, Seattle, WA
Airport Products and Experience Marketing Manager, November 2018 - Present
Guest Experience and Design Program Manager, September - November 2018
Worked to create brand experiences and communication that builds a strong and enduring love for Alaska Airlines. Enabling the brand and customer experience to come to life in the physical world of the 110+ airports where Alaska is present. Specific tasks include:

  • Supporting strategy and leading execution for the in-airport execution of brand expression and customer experience within 110+ airports and near-airport facilities. Specifically developing the branding and marketing, as well as physical and digital messaging used by frontline employees, including the services and experience we offer.

  • Serving as the lead for brand experience for all new station openings, remodels and location moves to ensure consistent delivery and a best-in-class experience.

  • Influencing senior leaders and collaborating with cross-functional peers to execute brand vision and strategic initiatives.

  • Developing creative briefs deeply rooted in brand promise and then successfully moving initiatives from brief development to in-market launch.

  • Developing systems to ensure all airport branding and marketing collateral are up to date and future changes are executed in a strategic and synchronized way.

DesignStudio, San Francisco, CA
Program Manager, August 2016 - December 2017
Clients: Chick-fil-A, Nerdwallet, Concacaf, Avegant
Worked to help craft bespoke design experiences for global brands and audiences. Performed a multifunctional role, supporting the company and external clients, motivating and managing teams, and overseeing the end-to-end delivery process of a project. Specific tasks included:

  • Translating business requirements into written statements of work and proposals including scope, schedule and budget.

  • Consulting with program management team and department heads to determine staffing allocations and approach.

  • Effectively representing strategic objectives and driving team towards goals.

  • Organizing and facilitating internal design critiques, brainstorms and client reviews.

  • Managing deadlines, tracking progress and adjusting work streams as needed.

  • Developing a positive and healthy relationship with clients and internal teams.

Lippincott, New York NY / San Francisco, CA
Experience Innovation / Retail Design Associate, December 2014 - July 2016
Experience Innovation / Retail Designer 2, June 2013 - December 2014
Experience Innovation / Retail Designer 1, May 2012 - June 2013
Experience Innovation / Retail Design Intern, February 2012 - May 2012
Clients: Samsung, Comcast, Lotte Duty Free, Hallmark, Bank of America, Jack In the Box
Worked closely with global brands to craft long-term visions for experiences, services and environments that drive innovation, power growth and create emotional connections with consumers. Responsibilities included:

  • Conducting macro consumer and micro category trend analysis and competitor experience benchmarking.

  • Fielding quantitative and qualitative market research to identify key customer personas.

  • Collaboratively defining value propositions and brand aligned experience principles

  • Designing and facilitating workshops to identify white space and growth opportunities for innovation.

  • Designing and developing branded concepts including services, retail and hospitality environments, workplaces, pop-up executions, exhibits and visual merchandising.

  • Coordinating and directing external vendors to ensure seamless implementation of experience initiatives and design.

Johnson & Johnson, Morris Plains, NJ
Freelance Designer, December 2011 - February 2012
Designer, In-Store Strategy and Innovation Group, July 2010 - December 2010
Managed projects for Johnson & Johnson brands including Consumer Health Care and OTC. Worked closely with brand teams and retailers with the goal of creating innovative retail solutions for their family of brands, based on business rationale and focused on enhancing a brand’s presence in the market.

Additional Experience

Long Term International Travel
January - July 2018
Traveled independently through eight different countries in six months including Thailand, Vietnam, Cambodia, Malaysia and Indonesia. Exercised extensive problem-solving and cross-cultural communication skills.

Education

Auburn University
Bachelor of Industrial Design
December 2011
University Honors College Student

Design and Operating Software

Adobe Illustrator, Photoshop, InDesign
3D Studio Max
Google SketchUp
Rhinoceros, V-Ray
Windows, Microsoft Office: Word, PowerPoint and Excel

Skills

Creative team leadership
Strategic planning for marketing or brand campaigns
Focus group & market research
Experience in manufacturing and production processes
Proficiency in creating and reading architectural plans and specification documents

Volunteer Experience

Creative Art Works Teaching Assistant, 2015-2016