From 1995 to 2000, I had the privilege of serving as Creative Director at Jenny Craig, where I worked with an incredible team to develop campaigns and creative ideas that truly made a difference. Together, we created promotional materials and brand strategies that helped keep clients engaged, boosted productivity, and contributed to growing revenue.
Collaborating with executives, franchisees, and teams across the company, I focused on bringing the Jenny Craig brand to life in a way that felt meaningful and consistent. It was a rewarding experience to combine creativity with strategy, shaping a retail experience that resonated with clients and supported the company’s success.
Challenges:
- Increase client retention and engagement through more personalized marketing materials.
- Drive revenue growth during traditionally low-sales periods with targeted promotions.
- Streamline team productivity while managing a high volume of projects.
- Create a modernized retail storefront to attract new customers and enhance brand presence.
Actions Taken:
- Personalized Client Engagement: Enhanced program materials to better address individual customer needs.
- Streamlined Processes: Implemented a project management system, improving team productivity.
- Revenue-Driving Promotions: Developed six counter-seasonal promotions to increase revenue during low-sales periods.
- Retail Innovation: Led the design and successful opening of a new prototype retail store, the “Balanced Living” concept, featuring health and beauty products to complement Jenny Craig’s weight-loss programs.
- Comprehensive Creative Management: Directed a team of eight designers in producing U.S. and Canadian food packaging, print ads, customer materials (menu plans, program content, and testimonials), point-of-sale signage, and weight loss center posters.
- National Conference Leadership: Managed the annual national sales conference, overseeing on-site video production to enhance attendee engagement.
“Corinna is a driven individual focusing on results while influencing positive change within an organization. She has a consumer – centric mindset using a creative approach to communication and is a valuable team player.”
Linell Killus, Vice President, Jenny Craig, Inc.
Results:
- Increased client retention by 15% through personalized materials and targeted engagement.
- Boosted productivity by 25% through improved workflows and project management.
- Achieved revenue growth of 10-35% during counter-seasonal promotions.
- Successfully launched a modern retail prototype, elevating the customer experience and brand presence.
- Recognized as the first corporate non-sales employee to receive an award for outstanding contributions and performance.
Summary:
This case study demonstrates my ability to lead creative teams, develop impactful marketing strategies, and drive tangible results in client retention and revenue growth. At Jenny Craig, I combined creative leadership with strategic collaboration to enhance the brand’s impact and support its growth.
