Christina Chalmers, M.B.A.

Transformational marketing executive with 10+ years of proven leadership in driving multi-million dollar brand strategies, P&L management, and cross-functional team leadership across CPG, beauty, wellness, and e-commerce sectors. Founded The Lafray Agency, delivering data-driven marketing solutions and creative direction for diverse client portfolios. Expert in scaling DTC channels, orchestrating omnichannel campaigns, and building high-performing teams that consistently exceed revenue targets by 30-70%. Recognized thought leader in brand innovation, consumer behavior analytics, and experiential marketing with demonstrated ability to elevate brands to market leadership positions.

Executive Summary

• Strategic Brand Development & Portfolio Management
• P&L Ownership & Budget Management ($5M+)
• Cross-Functional Team Leadership & Talent Development
• Omnichannel Campaign Orchestration

Founder & Fractional Marketing Director | The Lafray Agency
The Lafray Agency
August 2024-Present

Strategic Vision: Founded full-service marketing and creative agency specializing in transforming client visions into measurable business results through data-driven brand strategy, content creation, and integrated media campaigns.

Leadership Achievements:

• Client Portfolio Management: Direct strategic marketing initiatives for diverse B2B and DTC clients across multiple industries

• Service Innovation: Developed proprietary frameworks for creative direction, brand development, campaign management, and digital strategy

Key Expertise: Strategic Planning | Client Relationship Management | Creative Direction | Brand Development | Digital Marketing Strategy | Campaign Management | Business Development | Team Leadership

Brand Director, Marketing & E-commerce | Scotch Porter
Quallis Brands Inc., Newark, NJ
January 2023-April 2025

P&L Leadership: Directed comprehensive brand strategy and e-commerce operations with full accountability for $5M marketing budget and cross-functional team performance.

Strategic Impact:

• Revenue Growth: Architected DTC strategy delivering 37% AOV increase and 17% CVR improvement, driving 46% YoY channel revenue growth

• Brand Transformation: Led holistic brand evolution resulting in 71% increase in brand impressions and 116% social media engagement

• Market Leadership: Elevated brand to #1 SKU position in Target's beard category through strategic retail sampling initiatives

• Operational Excellence: Implemented TOV and Visual ID framework across Email/SMS channels, achieving 22% AOV increase with 52% cost reduction

• Team Development: Managed Customer Experience team and coordinated cross-functional initiatives across paid media, social, email/SMS, and PR

• Campaign Innovation: Produced high-impact experiential marketing programs generating 5MM impressions during major cultural events

Core Competencies: Marketing Leadership | Cross-Functional Team Management | Brand Strategy | E-Commerce Optimization | Budget Management | Performance Analytics | Strategic Partnerships

Brand Manager, Scotch Porter
Quallis Brands Inc., Newark, NJ
February 2021-December 2022

Brand Development Leadership: Spearheaded integrated marketing programs and experiential activations across full consumer funnel with focus on brand awareness and engagement optimization.

Key Achievements:

• Influencer Strategy: Managed comprehensive influencer and affiliate programming, driving 39% brand awareness increase and 42% engagement growth

• Viral Campaign Success: Produced product launch campaigns leveraging TikTok content trends, generating 7M+ impressions and significant market penetration

• Creative Direction: Served as creative director for social channels, e-commerce platforms, and content production across multiple touchpoints

• Strategic Partnerships: Collaborated with major retail partners to develop integrated online and offline content programming ecosystems

Senior Marketing Manager, Brand and Product Marketing
Eric McCrite Company, Acworth, GA (remote position)
March 2020-February 2021

Multi-Brand Leadership: Directed marketing, e-commerce, and customer experience teams across three distinct brand portfolios with full strategic and operational accountability.

Strategic Contributions:

• Portfolio Management: Developed comprehensive marketing plans driving sales growth, community engagement, and brand differentiation

• Channel Strategy: Created and implemented wholesale and affiliate marketing strategies across diverse distribution channels

• Product Strategy: Oversaw product positioning and storytelling implementation with vendor partnerships and creative agencies

• Team Leadership: Managed cross-functional teams ensuring alignment with brand objectives and performance targets

Marketing Manager | Pastry Footwear Brand
Vida Shoes International, New York, NY
February 2019-March 2020

Brand Growth Leadership: Led comprehensive brand messaging and creative initiatives with direct accountability for DTC sales performance and partnership development.

Performance Highlights:

• Revenue Impact: Achieved 36% increase in direct-to-consumer sales through strategic brand messaging and creative campaigns

• Partnership Development: Cultivated strategic influencer relationships and organizational partnerships, generating 35% increase in event sales

• Technical Leadership: Managed Shopify platform optimization ensuring user experience excellence and brand guideline compliance

• Experiential Marketing: Created and implemented Pop-Up Shop marketing initiatives including merchandising, staffing, and operational setup

Marketing Associate | Pastry Footwear Brand
Vida Shoes International, New York, NY
February 2018-February 2019

Campaign Management: Executed comprehensive marketing strategy with $230K budget accountability and measurable performance outcomes.

Key Results:

• Engagement Growth: Curated experiential marketing events achieving 187% social engagement increase and 15% sales growth

• Content Strategy: Developed integrated content approach across blog, email marketing, and social media channels

• Visual Asset Creation: Collaborated with sales and design teams to create compelling visual assets for wholesale retailers

Marketing & Operations Manager (Part-Time)
PLVSH, Summit, NJ
April 2016 to March 2018

PLVSH is a startup, premium plus size fashion retailer and personal styling platform exclusively for women sizes 14+.

Operational Excellence: Led process optimization and marketing strategy for premium plus-size fashion retailer/startup and personal styling platform. 

Strategic Achievements:

• Operational Efficiency: Analyzed and redesigned production procedures, achieving 25% reduction in production time

• Brand Innovation: Developed marketing strategies including Virtual Fashion Week, generating 263% increase in social engagement

• Market Positioning: Strengthened brand association with luxury fashion through strategic marketing initiatives

• Executive Certificate Program – Creative Direction: ELVTR February 2024

• Master of Business Administration – Marketing: Seton Hall University, South Orange, NJ 3.84 GPA December 2016

• Bachelor of Arts — Spanish & Business Administration: Salem College, Winston-Salem, NC Cum Laude, 3.5 GPA May 2013