Kelley Heuisler

In my current role as Director of Product and Brand Strategy, I guide the planning, positioning, and presentation of a multi-location retail brand. I oversee the seasonal merchandise strategy, develop visual concepts and brand narratives, and ensure that our stores deliver a cohesive customer experience. I partner closely with leadership, store teams, designers, and marketing to align product strategy with brand identity, and I use sales and inventory analytics to refine our assortment, pricing, and overall approach. A significant part of my work involves bringing structure to complex workflows, improving communication across teams, and creating processes that make execution easier and more consistent.

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Before moving into this role, I spent more than 16 years building and leading Poppy & Stella, the retail business I founded in Baltimore. I managed every part of the brand, but my favorite work was the marketing. I created integrated campaigns across email, social media, influencer partnerships, video, and paid advertising. I developed customer journeys, built loyalty programs, crafted brand voice and messaging, and used data to personalize outreach and improve both in-store and online performance. Those years gave me a deep understanding of how to reach people, how to tell a clear story, and how to use marketing to build trust and long-term engagement.

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I am now earning my MBA at Indiana University’s Kelley School of Business, where I am strengthening my skills in strategy, analytics, communication, and organizational leadership. This program has helped me bring even more intention and clarity to my work, especially when aligning teams, building processes, and translating goals into actionable communication and marketing plans.

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Across all of my roles, I have been drawn to work that requires clarity, strong messaging, and thoughtful strategy. I enjoy shaping the narrative, coordinating content and communication across teams, and creating structure in fast-moving environments. I bring an entrepreneurial mindset, a collaborative approach, and a practical understanding of how communication and brand strategy influence customer experience, team alignment, and organizational goals.