Rockville, Maryland, United States
Marketer by trade, entrepreneur at heart. Passion for growing businesses and seeing tangible results.
Freelance photographer specializing in sports, portrait and travel photography. Photos featured on NBC4 Washington, USA Gymnastics and The MoCo Show. 2024 Star Service Award for Region 7 Acrobatic Gymnastics. Website: acrolife.mypixieset.com
AYW Consulting helps companies effectively grow their business and speak to their customers in relevant and compelling ways. AYW Consulting provides seamless one-stop-shop marketing services, utilizing a network of talented resources, so that clients without enough in-house marketing personnel or expertise can receive expert, high-level strategic marketing planning as well as tactical execution in the most efficient and cost-effective ways. Previous Clients include: Becton Dickinson, IFF (International Flavors and Fragrances), VAYA Pharma, Rekor, Envision, eDriving, Cambrooke Foods - Specializing in consumer packaged goods and health-related product and service industries, targeting consumers, patients, and healthcare professionals - Experience ranges from established multi-million dollar brands to startups and small businesses - Expertise in strategic marketing and sales planning, brand positioning, marketing campaign development, go-to-market strategy, new product development, digital media management, and project management - Services also include website design, marketing research, media planning, meeting facilitation, analytics, and development and production of marketing materials
- Responsible for annual and long-term commercialization strategy of cocoa-flavanol based products to deliver forecasted revenue growth and budget targets - Designed organizational structure. Recruited and managed a cross-functional 14-person team of Marketing, Sales, Supply Chain, Ecommerce, Customer Service, Commercial, and indirectly IT. Also managed agencies for media, creative, public relations, and digital. - Defined brand positioning and consumer target, led packaging and website redesign, product portfolio strategy, consumer research, and creative campaign development - Developed and implemented comprehensive marketing support plan, including print and online advertising, social media, public relations, email marketing, sampling programs, tradeshows, and events - Developed sales channel strategy for retail and ecommerce, identifying key targets for new distribution and pricing strategy - Oversaw planning, production, and delivery of goods with focus on providing excellent customer service and experience - Maintained relationships with key influencers and organizations - Drove innovation pipeline and new product launches, working with R&D to define clinical study needs. Evaluated potential for entry into international markets. - Served as management team member and reported directly to division President and business owner, presented bi-annually to Mars family Board of Directors and MARS President’s office - Completed Executive Leadership Training at Harvard Business School, MARS University Senior Leadership Induction, Leadership II, Marketing College, and Strategic Sourcing courses
- Managed medical foods business for 2 disease categories for US and Canada, comprising 110 SKUs. Customers and stakeholders included hospitals, pharmacies, dieticians, and patients. - Selected for Lion Cubs program for development of rising talent across Danone - Successfully led turnaround of a declining business (-7% to +7%), providing new strategic direction to sales and marketing. Only category to exceed budget targets in 2010. - Developed annual and long-term strategic plans, including brand strategies, organizational changes, and acquisition targets - Developed sales strategy, including core messaging, incentive plans, and customer targets - Created new process and structure for product launches and forecasting - Renewed relationship with Global Marketing and R&D to drive global pipeline and provide best practices - Developed and implemented new cross-functional Category Team organization to drive business results above and beyond targets, identifying and prioritizing risks and opportunities - Initiated re-launch of consumer e-commerce website and entry into social media - Managed 4 direct reports
- Managed company’s flagship brand, including development and execution of professional and consumer marketing programs, new product launches, annual planning, and financial modeling - Collaborated with Global division to develop new marketing messaging and materials, manage supply chain issues, and identify clinical testing needs - Led business recovery after 2007 product recall, achieving 2008 gross sales growth of +60%. Only strategic lens brand to exceed both gross and net sales targets. - Launched AIR OPTIX for ASTIGMATISM and AIR OPTIX AQUA, successfully introducing new brand name and replacement schedule to external customers, including private practitioners and mass retailers. Implemented new tactics and models became best practice for subsequent launches. - Executive Award for successful launch of AIR OPTIX AQUA - Partnered with Professional Services and Sales Training to deliver key messages and sales strategies to sales force, distributors, and key accounts - Developed new product launch event using an innovative Interactive Satellite Broadcast meeting format to reach 2,200 eye care professionals - Gained senior management alignment for 2009 new product launch plan with innovative go-to-market strategy, leveraging customer insights. Led global development of new online training module for eye care professionals. - Launched Brand Power consumer television advertising campaign with website call-to-action, increasing web traffic by 300%. Managed media planning and spending. - Led development of new velocity program and promotional messaging platform for 2009 - Developed new practice management webcast series to promote product portfolio profitability - Managed 2 direct reports and 1 external contractor