New York City Metropolitan Area
As a Director of Marketing with over 15 years of experience, I specialize in driving brand growth and innovation through strategic and digital marketing initiatives. My career is marked by a proven ability to realign marketing efforts to capitalize on emerging trends, optimize budgets and achieve significant increases in market share. I excel in managing cross-departmental teams and collaborating with cross-functional teams, including finance, supply chain, and sales to ensure cohesive and impactful marketing strategies. My expertise spans from developing extensive product development pipelines to executing targeted digital marketing campaigns that engage and convert. Throughout my career, I have consistently demonstrated a customer-centric approach, directly engaging with customers to understand their needs and ensure exceptional experiences. My strong analytical skills allow me to translate market data into actionable strategies, driving measurable business growth. I am passionate about leveraging innovative solutions to stay ahead of market trends and continuously seek opportunities to enhance brand presence and equity.
Direct to Consumer Marketing Director responsible for building the Aquestive EZStrip™ brand of consumer products and over the counter medications through omnichannel marketing programs to drive direct product sales via e-commerce platforms. •Develop strategic direct marketing plans and programs for the consumer business, both short and long range, to ensure profitable revenue growth in support of the Aquestive's goals •Establish Digital marketing brand strategy that communicates company brand, usage, and sub-brand strategies to drive awareness via e-commerce and social media channels and increase consumer acquisition through effective digital marketing strategies across all channels •Oversee programs to improve consumer retention rates based on clear segmentation •Gather, filter and share consumer insights on DTC products •Oversee effective web merchandising both direct and through the Amazon marketplace to increase sales •Develop and maintain digital marketing strategies to build public awareness and increase sales/market share •Budget management for projects, monitoring costs, and providing status reports to senior management •Identify, develop, and implement promotional opportunities that creatively and cost effectively generate new direct business; plan and oversee the direct promotional activities, including print and electronic
Led the execution of new Growth Model resulting in a substantial step change market share and brand trajectory. Spearheaded the implementation of a digital-first consumer marketing strategy driving heightened awareness and sourcing new volume for the brand. Strategically realigned the leading brand to capitalize on prevailing self-care trends, leading to the attainment of the highest market share to date (+50 bps vs. PY) Achieved a business growth of over 30% in the past three years, 2X category growth rate Responsible for total Advertising & Promotions budget including Consumer, E-commerce, and Medical marketing Optimized the Advertising & Promotions budget by 20% through a strategic transition to a digital-first model Led Multi-Year Strategic Planning intended to provide guidance towards achieving long term growth aspirations Implemented Market Research plan to gather insights used to drive Messaging, Packaging and Brand Positioning change Developed a comprehensive 4-year (NPD) pipeline, pioneering its creation from inception in an environment where none had previously existed Executed new DTC website to generate incremental revenue and consumer insights Crafted Media Plan leveraging new YouTube Effective Reach model resulting in 42% lift in Ad Awareness Forged meaningful relationships with US & Global HQ Cross Functional Partners allowing for Business Efficiencies Nominated and selected to represent BCX USA for the Pilot Biocodex Boost & Share Program
Developed new brand strategy to ensure continued brand growth within the Natural Channel. Leveraged Consumer Insights and Market Research to identify new consumer segment, broadening targeting. Led internal brand team and cross-functional partners to execute business strategies in media and trade promotions Identified opportunities for brand to test Digital tactics leveraging learnings to optimize and deliver increased ROI Managed forecasting and P&L to meet business needs and deliver against targets on the $100MM+ Global business Drive New Product Development across 10+ Near and Long Term Renovation & Innovation Projects Analyzed & refined Sales Promotions to deliver increased sales with key accounts, leading to sales above target for 3Q
One A Day, TruBiotics, Flintstones, Citracal & Berocca Led and developed new product initiatives integral in driving continued brand growth across the $300MM+ One A Day, TruBiotics and Children’s Nutritionals businesses by leveraging consumer insights and marketplace trends • Influenced innovation pipeline development for Nutritionals Franchises, leading strategic planning to identify short-term pipeline opportunities and partnering with market research and product development teams to identify long-term innovations • Identified growth opportunities and developed business cases through facilitation of ideation and innovation workshops with cross-functional partners • Accelerated multiple initiatives towards key launch dates by partnering with cross-functional teams to overcome hurdles and complexity • Identified Consumer Insights that led to new claims and strengthened positioning in-market through product reformulations and improved product margins • Partnered with cross-functional team to keep future innovation projects on track for launch; refined projects through consumer validation and prioritized projects based market readiness and strategic fit
Led cross-functional teams and external agencies to execute business strategies in advertising, media, trade, consumer promotions and digital across Active Series, DreamWalk and new product launches Dr. Scholl’s Express Pedi and Dr. Scholl’s Duragel. • Delivered strategic recommendations & breakthrough creative communication campaigns across sub-brands • Developed and executed new creative strategy which repositioned sub-brands Active Series & DreamWalk • Collaborated with agency to develop and execute new TV creative across Active Series, DreamWalk and Express Pedi • Managed forecasting, A&P spending and P&L alignment to meet business needs and deliver on organization targets • DreamWalk – key member of cross-functional team that successfully drove repositioning efforts for declining For Her line with new DreamWalk (DW) brand name, packaging, claims & communications; Received 1Q14 Marketing Excellence Award o Outpaced breakthrough norms by +30% via memorable TV spot, leveraging celebrity endorser (Heidi Klum) o Exceeded consumer interaction rate benchmarks by +70% on Digital Advertising, including breakthrough Undertone page-takeover campaign with celebrity endorser o Developed targeted digital programs that built advocacy and promoted social sharing by increasing awareness o Generated media buzz and consumer awareness during DreamWalk launch; media day resulted in 230MM+ impressions and 90+ placements complimented leveraging celebrity endorser’s social network o Redesigned sub-brand website with engaging interactive content, consistent with new brand positioning o Created in-store and promotional plan through collaboration with retail and shopper marketing teams, that heavily leveraged synergistic digital opportunities o Collaborated with cross-functional teams to craft a robust Year 2 marketing plan post DreamWalk relaunch o Lead the commercialization and launch rollout of new product for Dr. Scholl’s, the DreamWalk Express Pedi