Kelly Coffey

Senior Manager, Brand Store Marketing

Ariat International Inc.

At this western and workwear company, colleagues credit Coffey with developing Ariat’s retail store marketing and PR strategy from the ground up over the past three years. She navigated cross-functional decision-making between multiple departments to begin to grow the retail business while protecting against channel conflict in core markets. Coffey also manages the calendar and assets for in-market advertising, in-store promotions and off-site events. During the height of the pandemic, Coffey used the company’s Instagram platforms (which she helped launch) to authentically connect with customers. She enlisted brand ambassadors to teach line dancing classes through Instagram Live; partnered with a local bar to host a virtual whiskey tasting; and joined up with a local moms group to run a kid’s art contest, among other activities. Coffey also partnered with Cotton’s Blue Jeans Go Green to bring a successful denim recycling campaign to Ariat’s stores, which has now been used nationally at other Ariat retailer accounts. In 2020, Coffey received Ariat’s Shining Star Award — determined by retail employees voting on which headquarters team member goes above and beyond to support them.


When working for a brand that has been driven primarily by wholesale, it’s often difficult to find where and how standalone brand stores fit. This year, we opened a new brand store in our first core market. Rather than competing with our regional retailers by focusing on advertising our new store, we instead chose to focus on a more synergistic approach. It was important to us that we showed our long-time partners how much we value them and that through working together, we would be more successful. I developed a strategic marketing plan with multiple touch points — digital and social media campaigns, OOO advertising, gift-with-purchase programs, in-store experiences — that aimed to leverage our brand within the market and drive foot traffic across all doors. As they say, “a rising tide lifts all boats.” This multifaceted approach has led to building stronger relationships and trust among our partners as well a better brand experience for our consumers. The strategy around this successful store opening will be used as a standard for future executions.


Any work environment can be stressful, but retail is a 24/7 gig. The Calm app has a great “Mindfulness at Work” meditation series that allows me to take a break and come back to work refocused, creative and productive.


I have the greatest dog in the world. You can follow her on Instagram at @kaialefrenchie.

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