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Marketing · Customer Growth · Creative Strategy

I turn customer insight into marketing that moves.

I'm Ayana Harrell, a marketer with experience across CPG, beauty, shopper marketing, and digital strategy. I connect the story in the data to ideas customers can see, feel, and act on.

View selected work More about me
15% territory sales growth
19% innovation volume growth
34% fewer fulfillment misses
24% beauty sales growth

Selected work

Strategy you can see.
Impact you can measure.

Four examples of how I turn business challenges into customer-focused strategies, thoughtful channel plans, and measurable results.

01 / 04 Professional experience · PepsiCo

CPG · Shopper marketing · Customer growth

Retail growth through stronger execution.

I used store-level signals and customer context to identify opportunities, support launches, and translate broad brand priorities into clear field action.

Details are generalized to protect customer and company information.

Colorful beverage merchandising display in a modern grocery aisle

The challenge

Each account had different sales trends, inventory conditions, shopper behavior, and operating constraints. The plan had to be relevant to the customer and consistently executable in store.

My role

Customer planning, promotional execution, reporting, launches, and team leadership across accounts, working with account teams, retail partners, and eight merchandisers.

My approach

From signal to store-level action.

01

Diagnose

Review sales, shopper behavior, inventory, and promotion performance.

02

Align

Identify high-impact displays, placements, and launch opportunities.

03

Execute

Turn the plan into clear priorities and reinforce consistent standards.

04

Measure

Use reporting and out-of-stock signals to determine what changes next.

15% average territory sales growth vs. prior year
19% innovation volume growth year to date
−34% out-of-stock-related FTPR nil picks
8 / 12 merchandisers coached / accounts supported
02 / 04 Professional experience · PRIM LLC

Email · SEO · CRM · Content

Turning shopper insight into omnichannel growth.

A more connected marketing presence across email, website, social media, and the storefront made promotions more relevant and helped customers discover the right products.

24% sales growth vs. prior year
These initiatives contributed to the result.
Unbranded beauty products on cream and muted rose display platforms
Visual direction: warm, editorial, product-first
01 Segmented email
02 Product page
03 Social reminder
04 In-store discovery

The system

One message, shaped for every touchpoint.

  • Organize HubSpot CRM and audience segments
  • Nurture Weekly Mailchimp campaigns
  • Improve discovery SEO updates and image testing
  • Connect Consistent email, social, site, and retail messaging
03 / 04 Independent concept · Luxury brand experience

Social discovery · Mobile storytelling · CRM · Events

The Chanel Code

Luxury isn't bought. It's discovered.

Black-gloved hand pressing a button on a vintage gold Parisian intercom
Independent portfolio concept. Not commissioned by, endorsed by, or affiliated with Chanel.

The opportunity

Create a controlled point of entry that rewards curiosity without making the house feel less exclusive.

A city-wide cultural treasure hunt turns brand history and craft into something younger luxury consumers can uncover. QR-enabled plaques at approved cultural partners unlock stories, clues, and limited experiences.

The participant journey

Tease

Creators post a cryptic clue.

Discover

A discreet city plaque is found.

Unlock

A scan opens a heritage story.

Collect

The story becomes a passport stamp.

Share

Participants document the hunt.

Earn

Milestones unlock limited access.

THE CODE Some things are
meant to be found. SCAN TO UNLOCK
CODE 01 UNLOCKED Freedom was always part of the design.
01
FOLLOW THE NEXT CLUE →
PRIVATE INVITATION You found the code.
Now enter the house. PARIS · LOCATION REVEALED ON RSVP
Awareness Creator reach and brand mentions
Participation Unique QR scans and completed hunts
Relationship Email sign-ups and event RSVPs
Advocacy Participant posts, shares, and saves

Proposed success measures. These are not actual campaign results.

Ayana Harrell professional headshot

About Ayana

Insight-led.
Customer-minded.
Creatively curious.

I'm a marketing professional with experience across Fortune 100 CPG and independent beauty, working at the intersection of customer insight, performance data, and creative execution.

I'm interested in customer growth, digital advertising, and brand experiences that make people feel invited rather than marketed to. Outside of work, I sew, paint, travel, and notice the small details that make an idea memorable.

HubSpot CRM Mailchimp Canva Adobe Creative Suite CapCut Power BI Excel PowerPoint SemPress

Certified: Google Ads Search · Digital Marketing: HubSpot · LinkedIn Marketing Strategy

Let's connect

Let's make something memorable.

I'm open to opportunities across marketing, customer growth, digital strategy, and brand experience.

Email me LinkedIn