the Long Story

 

Hi, I'm Kathleen Fred. It’s my mission to build resilient communities based in empathy, trust and practicality. I am interested in creating compelling environments for human to human connection. I use non-traditional approaches to brand-building and communication. I work with brands that are willing to commit to their core truth attracting the freaks and geeks who are genuinely piqued.

I started my career as a designer — a natural problem-solver using non-traditional approaches to brand-building and communication. After agency work, I went in-house at an ultra niche incumbent brand where the challenge to go narrow and deep was pushed to the max. There, I was part of a 24-person Senior Leadership Team who took the brand from the brink of bankruptcy to the $100MM mark.

Next, I teamed up with some former IDEO buddies and consulted on Design Thinking projects for clients who needed fresh perspective on old problems (think “how might we re-engage teens with their temple community after Bar/Batmitzvah?”). I fell in love with the research and product-centric thinking that my IDEO folx showed me.

Meanwhile, I co-founded Queer Soup Night -- a community and fundraiser series in reaction to the 2016 election with some wonderful friends. QSN has expanded to 13 chapters across the country, with an international presence in Canada and New Zealand garnering attention from the likes of Grub Street, NYT, WNYC and Vogue. We’ve collaborated with some of the world’s most innovative brands including: Airbnb, Chobani, and Showtime.

I’ve since specialized in e-commerce up and coming brands. I love coming in when an organization is hitting some growing pains and needs technical leadership to get set up for success. Building in-house squads ready to reach velocity in a supportive community…that’s where the magic is.

email me at kathleenfcunningham@gmail.com
connect with me on LinkedIn 

 

the Short Story

Convene

senior product manager | January 2020 - current

Hired to build an ecommerce business for luxury meeting space, but pivoted when COVID-19 devastated the business. Lead for the sole revenue-driving product: Virtual Meetings Platform. 

  • Launched MVP of meetings platform that secured Series E funding.

  • Agile methodology for weekly releases; collaboration with full engineering team.

Andie Swim

director of digital product; Employee #2 | April 2018 – December 2019

Digital product lead working directly with CEO, Operations, Marketing, Physical product and CX to establish technical vision and lead all aspects of Andie’s technological platforms in support of becoming a generation-defining D2C swim brand. 

  • Own long-term digital product strategy and tactical roadmap including international expansion.

  • Established systems and practices for user testing, data collection and synthesis. Scope market opportunities including plus size swim, maternity, and long-torso. Write user stories, create wireframes, support creative with design and copywriting when needed.

  • Implement go-to-market plans by leading external UX designers, engineers and vendors.

  • Launched two new features in the first 60 days.

Consultant

Product Management + Creative Strategy | July 2015 – April 2018

Product development, visual strategy, digital design for a range of clients, including: Translator, BigApps2017, Community x Design, Urban Outfitters/Anthropologie (Terrain), Textile Arts Center, Thea's English Standard Tea, Kivvit, Google, White Heat Yoga, Queer Soup Night

Just because I wanted to…Loss Letters | Product: digital grief recovery resource and community. Results 15% month over month UGC increase (primary KPI for Loss Letters); 70% average open rate.

Lilly Pulitzer

Manager of Art Direction + Design; Senior Leadership Team | July 2010 – july 2015

Developed and led implementation of visual strategy through creative direction, team management and 3-year planning. Grew team from one to fully-staffed department servicing web, print, social media, retail and B2B.

  • Created Life in Print visual brand identity across multiple touch points: digital, direct mail, and facilitated the translation to store design; Results 9% homepage bounce rate, email campaign response at double and triple the industry standard, $12-14 ROI for direct mail,.

  • Selected for the Senior Leadership Team, a group of 24 employees (the top 3% of LP employee body) developing and implementing strategy to double revenue over a 3 year period.

  • Directed photo-shoots with world renowned photographers including Russell James, Ben Watts and Roland Bello.

  • Co-led ecommerce website relaunch and innovated on product photography. Results Highest online sales since site launch, record sales year for the brand.

  • Collaborated with Consumer Relations Manager to implement design strategy based on consumer segmentation and test new segments. Results Consumer retention rates and average annual spends have steadily increased.

Quaker City Mercantile

Art director | Apr 2007 – July 2010

Developed and designed brand identities, packaging design, illustration and guerilla strategies with a balanced conceptual approach. Accounts include: Hendrick’s Gin, Sailor Jerry Spiced Rum + lifestyle brand, William & Grant, Lilly Pulitzer, and Art in the Age spirits + lifestyle brand.

 

Education

University of Delaware

Bachelor of fine arts in visual communication – concentration in graphic design

Study Abroad in London, England

Five-week study in design and art direction with studio, exhibition and agency visits including: Alan Fletcher, Williams Murray Hamm, Mother, BBH, Michael Johnson and Pentagram.

Workshops

  • Product Management, General Assembly | Fall 2017

  • Web Technologies for Product Management, Department of Product | Winter 2017

  • Public Speaking 3-day Workshop, University of Pennsylvania, Wharton School of Business | 2014

  • Unthinkable Mind with Lynda Barry | July 2014

  • Gotham Memoir Writing I and II with Domenica Ruta | 2013 + 2014