Towaco, New Jersey, United States
- Brand Strategy & Portfolio Positioning - AI-Powered Marketing & Analytics - Integrated Marketing & Go-to-Market Leadership - Product Launches & Line Refreshes - Retail, Trade & Channel Marketing (Co-op, In-store, Retail Media) - Digital, Performance Marketing & E-commerce (SEO/SEM/GEO, Paid Media, CRM) - Content Strategy & In-House Creative Leadership - P&L Management, Budget Allocation & Marketing ROI - Cross-Functional Leadership & Matrixed Organizations - Agency, Partner & Vendor Management - Executive Communication & Stakeholder Influence
• Led brand, GTM, and integrated marketing for a global consumer beauty brand across professional, retail, and DTC channels. • Reported to the General Manager and served as a key member of the North American leadership team. • Managed a team of 15 across brand marketing, e-commerce, digital & performance, PR, social, consumer insights, and professional education. • Owned portfolio positioning and value propositions across multiple product categories, translating consumer insights into clear RTBs and feature ladders. • Directed major product launches and line extensions, building integrated launch playbooks spanning product, pricing, promotion, retail, and DTC. • Led retail and trade marketing programs, including in-store merchandising, co-op media, and retailer-specific activations. • Delivered 4.5% CAGR (2021–2023) through GTM optimization, DTC relaunch, and performance marketing. • Drove an 842% increase in DTC revenue by overhauling the e-commerce experience, paid media strategy, and CRM programs. • Secured new strategic retail partnerships, including Sephora, expanding distribution and brand reach. • Managed agency relationships, RFPs, and budget optimization to ensure cost-effective execution and strong ROI.
• Manage marketing for a $4B US Home Appliance business, across 7 categories-B2C and builder (B2B). • Develop marketing strategies, consumer segment, KPI’s and marketing objectives for the HA business. • Work with internal consumer insights team to perform rigorous product concept testing, in order to have consumer-validated benefits, clear points of differentiation and consistent messaging for all brand communications. • Develop new, "never been done before", award winning creative advertising executions with key media partners, including a first-ever cover ad execution on Bon Appetit, full integration program on the Billboard Music Awards and TVC spots featuring Kristen Bell & Dax Shepard (recognized as "Ad of the Week" by the Drum at launch). • Fully manage B2B and B2C ATL marketing budgets exceeding $72M • Successful in navigating a complex organization, with multiple stakeholders, international headquarters and fostering solid relationships with internal working teams (PR, legal, sales, trade marketing, social media, digital, media, finance). • Development of comprehensive marketing campaigns (TV, print, digital, search, CRM, social, PR, events, trade) that have led to significant brand awareness (MPSA and UAT3) increase of +3 points, as well as significantly improved brand attribute scores. • Work with top retail partners to develop integrated co-op plans that include our brand voice and messaging strategy. • Effectively executed integrated partnerships with the Culinary Institute of America, P&G, Live Nation and Conde Nast.
• Spearheaded all marketing initiatives for North American and Latin American markets, through tactical and strategic and high-impact and innovative TV, print and digital media campaigns. • Proactively facilitated two-way communication with consumers, through SNS and mobile platforms to maximize brand development. • Developed and introduced dynamic multi-lingual product packaging, and consumer, sales-driven brand trailers. • Cost-effectively administered multi-million dollar budgets for product launches and closely partnered with internal PR professionals, to craft proper brand messaging and product announcement strategy. • Directed a team of Brand Managers in development and management of category generating $30M+ in gross sales. • Successfully established new B2B outlet for sale and distribution of “DanceDanceRevolution” brand for implementation into schools nationwide, for use in Physical Education programs, to help combat childhood obesity. • Performed competitive intelligence and developed business cases, to precisely translate consumer needs into product requirements. • Collaborated with sales team to maximize sell-in and sell-through of all titles, and played an integral role in developing and executing effective retail marketing programs.