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.