Rachael Burchett
Napa
Summary
Enterprise marketing and growth leader with 15+ years of experience across global brand management, portfolio profit strategy, and Marketing Strategy & Operations. Led $150M global brand businesses, built a +12-point profit transformation roadmap, and now oversee strategy, capital allocation, and performance governance for a $400M global marketing investment portfolio.
Known as a fast-moving, strategic problem solver and trusted C-suite partner who connects growth, margin, and execution — aligning financial discipline and operating rigor to drive measurable revenue expansion, profitability, and organizational capability at scale.
Overview
20
20
years of professional experience
Work History
VP Square Global Marketing Strategy & Operations
BLOCK INC
09.2022 - Current
- Lead enterprise Marketing Strategy & Operations for a $400M global marketing investment portfolio, overseeing capital allocation, forecasting, performance governance, and operating model execution.
- Own enterprise marketing OKRs, translating corporate growth objectives into measurable quarterly goals across Demand Gen, Performance, Integrated, Events, and Communications.
- Strategic advisor and Chief of Staff–like partner to the CMO; drive board-ready performance reviews and executive operating rhythms.
- Partner with Finance to ensure disciplined governance and forecast accuracy across global spend.
- Built executive reporting linking marketing investment to pipeline and revenue outcomes.
- Institutionalized annual and quarterly planning cadence to improve cross-functional alignment and execution predictability.
- Modernized operating model through structured intake, prioritization, automation, and AI-enabled reporting.
- Lead and develop 23-person Strategy & Ops organization.
- Built and operationalized enterprise Marketing Learning & Development strategy, including launching the Square Marketing Leadership Development Program across three cohorts.
Sr Director Global Company Strategy & Profit
KENDO BRANDS (LVMH)
01.2022 - 09.2022
- Established Kendo Global Profit team & partnered to build a path to improve profit by +12 pts by ‘27.
- Oversee Bite Beauty brand dissolution & exit strategy, tracking to beat exit OP by +$1.5M.
- Developed analysis for LVMH on new & underperforming retailer including key factors contributing to miss in OP and levers to improve across all brands.
- Overhauling & implementing new processes within key areas of Kendo that need improving (Sampling, New Distribution Proposals, Vendor Chargebacks).
Sr Director Global Brand Management, Ole Henriksen
KENDO BRANDS (LVMH)
03.2020 - 12.2021
- Oversaw Ole Henriksen global brand management strategy & sales, $150M business.
- Successfully delivered +15% sales comp during peak pandemic in 2020 by pivoting efforts to prioritize ecom, +11% sales comp in 2021.
- Oversaw brand distribution expansion and new market launches, including Europe, Southeast Asia and Hong Kong.
- Managed product lifecycle from developing launch activation through product dissolution (promotions, markdown, obsolescence strategies).
- Negotiated increased margin terms with biggest retail partner, Sephora NA, led to +2 points margin improvement, $2M in net product margin dollars.
- Identified global pricing opportunities to offset increased COGS (COVID supply chain impact) creating incremental $3M in net sales, keeping product margin neutral.
- Led global teams through Ole Henriksen brand redesign, launching in January 2022.
- Managed & developed a team of 4 direct reports.
Director North America Brand Management, Marc Jacobs Beauty
KENDO BRANDS (LVMH)
04.2018 - 03.2020
- Successfully delivered $100M in annual sales by developing and executing core and new product launch strategies across multiple retailers (Sephora, Neiman Marcus, Net-A-Porter).
- Developed strategy to sell through $3.3M in liable, obsolete inventory via off-price retailer partnering, box-marketing opportunities and by developing promotional plans during key traffic driving events, exceeding budget by +43%.
- Additional responsibilities included sales negotiations, in-store visual merchandising, sampling strategy and retailer account management.
- Managed & developed a team of 5 direct reports.
E-Commerce Marketing Director, Gap
GAP INC.
10.2015 - 04.2018
- Responsible for driving traffic, sales and conversion to Gap.com Europe online through digital, email and promotional marketing strategies: 2016 resulted in +13% net retail comp, exceeding budget of +9%.
- Developed 2017 Gap.com EU marketing plan focused on customer acquisition, retention & lifecycle management, and sales growth: resulted in traffic +11%, email file +13% YoY, +24% net sales comp.
- Led data migration and build out of reporting suites for Gap Japan customer database (+6M marketable customers).
- Managed & developed a team of 6 direct reports.
- Selected among Gap leaders to participate in Gap Leadership Training Program.
- Promoted from Sr Manager to Director 08/2016.
Business Development Manager, ShopStyle.com
POPSUGAR
03.2015 - 10.2015
- Managed strategic direction, executive relationships and operations for retailers on ShopStyle.com including Nordstrom, Amazon, Neiman Marcus, Macy's and Kohl's.
- Responsible for 2015 fiscal revenue of $44M for all Central US and West Coast Retailers, +20% growth YoY.
- Developed, presented and won a 6-month proposal for Nordstrom, which delivered $7.5M in revenue.
- Developed, presented and won an annual proposal for Neiman Marcus, which delivered $8M in revenue.
- Managed & developed a team of 2 direct reports.
Brand Marketing Manager
TARGET CORPORATION
04.2012 - 03.2015
- Led brand + category marketing for Center Store Grocery division, $6.4B in sales.
- Led Target marketing team through strategy development & execution for Valentine's and Easter 2015 seasons, $257M in sales, +7% comp.
- Target marketing lead for Tier 1 vendors including PepsiCo, Coca-Cola, Kraft, Starbucks, Mondelez, Hershey's, Mars, Unilever, Campbell's & Pepperidge Farms.
- Led Target marketing strategy to redesign a $60M Owned Brand, Sutton & Dodge, for a May 2015 product set.
- Partnered with vendor Shopper Marketing Managers to align their business priorities to activate at Target, developed investment recommendations, secured over $100M in vendor income.
- Led marketing execution of Target Grocery 'Make-a-Target-Run' Campaign; channels included: Billboard, Direct Mail, Newspaper Insert & Magazine.
- Packaging lead, managed 20+ team members for concept development & execution for $1.4B Target Owned Brand, Room Essentials, packaging redesign.
- Developed process to identify & execute packaging mechanical & production cost savings for Canada, drove $100k savings in year one, led to Canada Marketing Award for ‘Agility'.
- Managed & developed a team of 2 direct reports.
- Promoted from Sr Specialist to Manager in Oct 2013
Account Executive
GREY HEALTHCARE GROUP ADVERTISING
11.2009 - 12.2011
Sales Coordinator
STAPLES PROMOTIONAL PRODUCTS
07.2008 - 11.2009
Project Manager
INNOVA IDEAS & SERVICES, MARKETING AGENCY
09.2006 - 07.2008
Education
Master of Science - Business
University of St Thomas
St Paul, MNBachelor of Science - Marketing
Iowa State University
Ames, IATimeline
VP Square Global Marketing Strategy & Operations
BLOCK INC
09.2022 - Current
Sr Director Global Company Strategy & Profit
KENDO BRANDS (LVMH)
01.2022 - 09.2022
Sr Director Global Brand Management, Ole Henriksen
KENDO BRANDS (LVMH)
03.2020 - 12.2021
Director North America Brand Management, Marc Jacobs Beauty
KENDO BRANDS (LVMH)
04.2018 - 03.2020
E-Commerce Marketing Director, Gap
GAP INC.
10.2015 - 04.2018
Business Development Manager, ShopStyle.com
POPSUGAR
03.2015 - 10.2015
Brand Marketing Manager
TARGET CORPORATION
04.2012 - 03.2015
Account Executive
GREY HEALTHCARE GROUP ADVERTISING
11.2009 - 12.2011
Sales Coordinator
STAPLES PROMOTIONAL PRODUCTS
07.2008 - 11.2009
Project Manager
INNOVA IDEAS & SERVICES, MARKETING AGENCY
09.2006 - 07.2008
Master of Science - Business
University of St Thomas
Bachelor of Science - Marketing
Iowa State University