New York City Metropolitan Area
My passion is developing people, brands, innovative products and teams. By maintaining a clear focus, anticipating needs, and developing a path to achieve vision and goals, I have been privileged to direct incredible teams and have accomplished high-margin revenue streams with low-investment dollars. Results-oriented, I've created and executed go-to-market strategies that combine rigorous testing and analytical discipline with a keen artistic and design sensibility. I love revitalizing legacy brands and creating new brands, new markets and new opportunity. INNOVATION • Innovation, Ideation & Implementation • Creativity & Ideation Training/Facilitation • Product Development BRANDING • New Brand Development • Brand Positioning & Revitalization • Brand Strategy Identification STRATEGIC VISION • Competitive Strategy • Design Thinking, Trend Analysis & Future Scoping • New Market Identification MARKETING • Consumer Insights • Market Research & Analysis • Go-To-Market Strategy
Marketing, Brand and Creative Consultancy Meet clients needs in focused area. This has included building out research and analysis, building ideation and product pipeline propels, developed marketing campaigns, brand and/or creative strategies or solutions, or identifying white space opportunities and/or new markets. Clients have included consumer product good brands, small businesses, cause-based services, non-profit organizations, and SaaS B2B companies.
Set brand, product communication strategy, product positioning, and marketing for global and regionalized products, for established and emerging markets, building brand continuity. · Aligned product revenue and volume data to help set growth targets for sales, product pipeline, campaigns, website, and product marketing strategy · Led team with a focus on industry, relevant content, and product adoption, creating better sales alignment and effective marketing support · Launched and measured new global branded website and sales enablement resource center, increasing usage, access to product information, and creating value throughout the sales cycle · Developed & aligned standardized product inventory management system · Adapted product development and launch process to fit agile needs of the organization, ensuring strategic product positioning, design, marketing, and communications · Assisted in IPO launch by aggregating and verifying key company metrics, developing product focused materials for presentation and marketing · Trademark, servicemark, and copyright management in collaboration with legal counsel to ensure accurate markings and claims, and build value in brands
With a focus on Worldwide Product strategy and marketing, developed marketing materials, key presentations, and collaborated with cross-functional teams to develop global product alignment and assist in launch, reformulation and new product concepts. Monitored and progressed global and regional products using Agile. SKIN launch in Brazil, Tea and Aloe Products, and Targeted Nutrition products for global markets. Collaborated with cross-functional teams in global regions to launch and support Tea ($995M+) & Aloe ($790M+) beverage products and Skin Care ($145M+) products, gaining global product alignment. · Developed global Targeted Nutrition, Tea and Aloe global marketing campaign, increasing member communication tools, global continuity in messaging product lines · Brand managed and championed key products and led approvals throughout the development process (ideation, benchmarking, positioning, prototyping), partnering with regions to balance regional marketing, regulatory and timeline needs for country-specific and global launches using process system (Agile) · Launched 6 new anti-aging products under the Herbalife SKIN line in Brazil to grow pipeline and increase competitive advantage in a unique and dynamic market. Copper peptide focused line including cleanser, eye-cream, sunscreen. Face mask and additional product launched in 2020 · Conducted trend analysis for beverage, skin and supplements. Assisted Prototyping new products and positioning · Collaborated with Product Science and Supply Chain teams, identifying potential new or trending ingredients. Identified which ingredients had higher potential matches for specific product lines, preparing for upcoming product pipeline, innovation and reformulations, for immediate integration and for 5 year pipeline · Supported Regional marketing for personal care products including hair, skin, acne, body care
Built, grew, and retained subscription based revenue for brands and celebrities. Partnered with brands and celebrities to create and market compelling stories, curate and provide exceptional subscription boxes for followers, fans and super-fans of brands, celebrities and personalities. Industries include comic, fashion, fitness, and media brands. Curated and created unique subscription boxes. Conducted initial brand assessment, building brand roadmap, selecting and procuring unique mix of product for each box experience. Created programming, selected product brand partners, created unique product in a variety of categories including hats, apparel, bags, housewares, toys, collectible figures, books, and comic books. · Developed program, story, content and products for curated box experience consistent with clients’ brand, building and extending brand reach, and creating revenue. · Conducted fan-based research, built appropriate market positioning, price, and social media/web promotions to create revenue for clients and meet profit goals · Managed/provided creative direction to agencies/freelance talent including writers, designers, photographers, etc. Clients included: Stan Lee, POW! Entertainment, Passport to Beauty, Neff Headwear / Star Wars:Rogue One, Lou Ferrigno/FIT, Peanuts, Adult Swim, Cartoon Network, Robot Chicken, Toonami, Comicbook.com
Introduced creative and consumer-focused innovation informed by market research and analytics and consumer insights to modernize an established brand and reintroduce to new generations of consumers as relevant, safe, user-friendly and attractive. Created strong shelf appeal at major retailers – Target, Wal-Mart, Walgreens, CVS, Rite Aid. Increased profit margins by introducing innovative methodologies, developing new products, medicine delivery systems and repositioning existing products in new markets. • Developed portfolio and new product pipeline representing 30-40% of company annual revenue. • Produced a pipeline of products generating $130M in annual revenue in seven years. • Advised international growth strategy, identifying target products for markets based on growth potential combined with internal manufacturing capabilities. • Increased brand equity and consumer awareness through redesign and positioning of key products. • Led market analysis and obtained consumer insight by researching and interpreting data to guide strategic direction, product planning and revenue projections. • Developed cohesive cross-functional team of 12 that increased effectiveness while accelerating product launch timeliness. • Worked in concert with legal counsel to ensure FDA regulatory compliance in marketing messaging.