Lauren Luppino

Manager, Digital Media | Lee @ Kontoor Brands, Inc.

About

Strategic Digital Media Leader with over 15 years of experience architecting high-scale media ecosystems for global brands. My work sits at the critical intersection of brand equity and performance efficiency, specializing in bridging the gap between high-level storytelling and durable, measurable growth. The Philosophy: Performance Governance & Demand Quality I manage a nine-figure media footprint across CTV, OLV, and Paid Social with a focus on "Demand Quality." My goal is to build brand heat and shopper conviction upstream so that every downstream channel inherits a highly qualified, intent-driven audience. By establishing rigorous Performance Governance, I ensure that media investments are grounded in incrementality, not just volume. The Impact: Data-Driven Outcomes By institutionalizing platform-native creative and leveraging advanced measurement (Measured, DISQO, Platform Lift), my recent initiatives have delivered: 🔹 Brand Lift & Intent: Orchestrated the Q4 "Built Like Lee" launch, yielding statistically significant lifts of +10.1 pts in Purchase Intent and +9.6 pts in Favorability (DISQO). 🔹 Growth & Acquisition: Achieved a 33% New-To-File (NTF) rate on last-click equity orders, proving the brand's ability to capture net-new demand. 🔹 Efficiency at Scale: Reduced GA4 Cost Per Site Visit (CPSV) from $2.38 to $1.35 YoY, contributing to a +38% YoY lift in site visits while holding budget flat. 🔹 Commerce Innovation: Leading the cross-functional TikTok Shop pilot, operationalizing the roadmap to convert social engagement into native commerce results. The Approach: Synthesis & Strategic Partnership I don't just manage campaigns; I synthesize complex data from incrementality testing and consumer insights to steer business strategy. From working with external partners to capture media impact outside of last click to collaborating with internal teams on shopper progression, I build unified systems that prove sustainable growth happens when brand identity directly fuels business results. Core Expertise: Digital Media Strategy | Omnichannel Architecture | Paid Social & CTV/OLV | Performance Governance | New-To-File (NTF) Strategy | Incrementality & Brand Lift (Measured, DISQO) | Social Commerce (TikTok Shop) | Cross-Functional Growth Leadership

Country

United States

City

Greensboro

Industry

Apparel & Fashion

Skill

Digital Strategy, Social Media Strategy, Multi-Channel Marketing, KPI Reporting, Display Advertising, CTV Advertising, Strategic Planning, Budget Management, Integrated Multi-Channel Marketing, Crisis Communications, Social Media Advertising, Team Leadership, Integrated Marketing, Community Engagement, Brand Awareness, Performance Marketing, Facebook Marketing, Tiktok Marketing, Pinterest Marketing, Paid Search Campaigns

Experience

Manager, Digital Media | Lee

Kontoor Brands, Inc.

2025-1 - Present · 1 yr 9 mos

Greensboro, North Carolina, United States

Strategic Integration: Direct upper- and mid-funnel brand media (CTV, OLV, Display, High-Impact, Audio) alongside full-funnel Social strategy. Act as the strategic bridge to eCommerce, ensuring a seamless handoff from brand elevation to lower-funnel demand capture. Scale & Performance: Shifted media investment to a "Demand Quality" framework, generating 8.5B+ annual impressions while contributing directly to a +38% YoY lift in site visits. Commerce-Driven Creator Strategy: Transformed influencer marketing into a commerce-enabling engine via "Revenue Producing Influencers" (RPI) and whitelisting, driving 7.3K+ creator clicks, $0.71 CPSV, and highly efficient direct orders. Social Commerce Innovation: Serving as the marketing lead for the TikTok Shop pilot, translating cross-functional business objectives into a strategic media roadmap focused on Gen Z resonance and in-platform conversion behavior. Integrated Demand Orchestration: Leading the alignment of paid social amplification, creator content drops, and storefront readiness to test the scalability of "social-first" commerce and its halo effect on the broader DTC ecosystem. Social Commerce & Audience Expansion: Leading the social and creator strategy for the active TikTok Shop pilot, aligning platform execution with cross-functional learning goals to evaluate Gen Z product resonance, uncover native shopping behaviors, and measure the broader DTC brand halo. Organic Growth & Community: Architected a platform-native social strategy that increased non-follower discovery by +2900% and delivered engaged session rates 4x higher than industry benchmarks (43%). Data Synthesis & Measurement: Operationalized cross-channel measurement (incrementality, brand lift) to translate complex performance trends into actionable, multi-million-dollar media allocations.

Manager, Social Media | Lee

Kontoor Brands, Inc.

2019-9 - 2025-1 · 5 yrs 5 mos

Greensboro/Winston-Salem, North Carolina Area

Program Scaling: Built and scaled integrated paid, organic, and influencer programs, reaching 6.8M+ users per activation while outperforming platform benchmarks by over 100% in efficiency. Designed structured test-and-learn frameworks across Meta, TikTok, Pinterest, and Reddit, shifting measurement away from last-click volume and successfully proving social's incremental impact on downstream purchase behavior. Cross-Functional Execution: Managed complex agency relationships and led cross-functional execution to ensure total alignment across media, creative, and eCommerce goals.

Senior Manager of Social Media & Web Content

ANDMORE®

2016-5 - 2019-9 · 3 yrs 5 mos

High Point, NC

Digital Strategy & Omnichannel Growth: Directed comprehensive digital, paid search, and social media strategies, successfully scaling website traffic, audience engagement, and content delivery across multiple brand properties. Influencer & PR Integration: Spearheaded influencer marketing and partnership initiatives, identifying and engaging key voices to amplify brand visibility and foster meaningful target audience connections. Analytics & Stakeholder Management: Established robust reporting frameworks to monitor campaign performance, translating key metrics into actionable insights to guide cross-functional teams and senior stakeholders.

Marketing and Communications Manager

Interior Design Society

2013-3 - 2016-5 · 3 yrs 3 mos

High Point, North Carolina

Integrated Marketing Leadership: Led end-to-end marketing, public relations, and digital strategies to drive brand growth, member acquisition, and online engagement. Partnerships & Event Execution: Orchestrated large-scale industry events and cultivated strategic partnerships to expand business opportunities and elevate the organization's brand reputation.

Program and Membership Manager

World Affairs Council of Charlotte

2010-4 - 2012-8 · 2 yrs 5 mos

Charlotte, NC

Managed comprehensive communication strategies and member recruitment campaigns while serving as the primary liaison for the Magellan Society (Young Professionals group). Coordinated marketing, event execution, and board communications for a network of 3,000+ individual and corporate members.