Emily Armstrong

• Supported the events lead in several tier one/two level events that surpassed the total results from the entirety of 2023
• Led one tier three event from ideation to execution, which resulted in an impressive 223% increase YOY for guests to trial our product
• Developed detailed run-of-show schedules and comprehensive enrollment decks to ensure seamless coordination among event staff and vendors.
• Ensured all 2,636 event attendees across all events experienced an authentic expression of the lululemon brand by considering guest experience at every touch point
• Enrolled and aligned cross-functional partners to support events, establishing clear processes for collaboration by developing clear stage gates
• Fostered strong relationships with external stakeholders, working closely and innovating operational strategies with two external agencies
• Achieved a 59% increase in total guest attendance across events compared to the previous year's average
• Generated a 306% increase in total new guest leads, significantly expanding the customer base and acquisition
• Drove a 60% increase in units of trial, enhancing customer engagement and product exposure

As the Community Foundation Lead for the remote stores in Australia

• I remotely worked with store community leads to coach and develop them within our community strategies to support them in getting our product, on the right people, in the right place, at the right time
• Led upskilling efforts, coached teams, and implemented Community Foundations initiatives across stores, serving as a key liaison between the store support center and store community leads, working closely with the regional manager.
• Led the planning and execution of multiple 150+ person city and regional events to drive guest acquisition and retention, aligning with key business objectives.
• Oversaw and directly managed budgets, developed comprehensive run-of-show schedules, and coordinated the enrollment of regional store teams and event staff to ensure seamless event execution.
• Collaborated closely with store managers and community leads to coach, amplify, and report on strategies and key campaigns
• Identified, cultivated, and deepened new and existing influential relationships and partnerships
• Built credibility and drove sales in key product categories

• Spearheaded the recruitment and onboarding of new employees, enhancing brand loyalty and workforce efficiency, directly contributing to surpassing annual operating plans by 120%
• Orchestrated the development and execution of regional community strategies, fostering significant local sales increases by engaging directly with community needs and preferences
• Implemented innovative back-of-house practices, streamlining operational efficiency, which maximized floor time for educators, resulting in increased sales and customer engagement

• Collaborated with store leadership to enhance community strategy and guest experience, leading to increased guest acquisition and retention
• Identified opportunities for collaboration with stakeholders in the community
• Facilitated workshops and events to further build relationships between members of the community and our store
• Managed multiple key relationships, ambassador experience and partnerships, boosting the store's community presence
• Spearheaded local and regional events, driving product education, encouraging product trial and acquiring new guests.
• Analyzed business data and collaborated with local stakeholders to provide leadership with insights on community initiatives, ensuring an inclusive and authentic representation of the store’s community.

• Developed a strategy for each of The Protege Movement-owned social media channels, including Instagram and Facebook, that aligned with and extended the brand's marketing initiatives and resulted in YOY sold-out events
• Analyzed social media performance and made data-driven decisions to optimize the impact of social media content
• Organically grew a following of 0 to 7,000 engaged followers on Instagram
• Conceptualized and created visually compelling social media content using Canva to support the overall campaign objectives

• Supported the curation and execution of a new store opening community plan for lululemon's first European flagship store on Regent Street
• Collaborated with store leadership to bring Community strategy, through the pillars of community foundations, and guest experience to life
• Attended, supported, and hosted local and regional community events
• Engaged with the local community to identify future Ambassadors or partnership opportunities, and increased the store's standing as a community hub
• Established and managed local key relationships (e.g., Ambassadors, Sweat Collective,and studio owners) increasing new guest acquisition and guest retention
• Identified opportunities for collaboration with stakeholders in the community