safeTstep is a slip-resistant shoe brand that helps restaurant and food service operators execute their business without the worry of slips, trips and falls. Designed exclusively by and only available at Payless ShoeSource, safeTstep is a competitively convenient and affordable option. Along with safety, every pair also provides premium comfort, breathability and water-resistance.
Directed overall marketing strategy and execution for both retail and B2B channels including in-store POP, direct mail, print advertising and paid media. Supported sales team with tailored promotional materials for key and emerging clients such as McDonald’s, Burger King and YUM! Brands, Inc.
Oversaw the brand revamp including new logo, packaging, photography guidelines and branding artwork. Refreshed the direct mail program including the launch of a new larger premium format. Created a new modular trade show booth to be used at hundreds of trade exhibitions nationally.
Awarded the company-recognized “Award In Excellence” for growing safeTstep category by 16.4% to a $117.7 million business in 2013.
Photos: Payless ShoeSource