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Click here or scroll down to respond to this candidateCandidate's Name
Fairfield, CT PHONE NUMBER AVAILABLEEMAIL AVAILABLE LinkedInStrategic Brand Marketing DirectorPassionate CPG Brand ChampionLead Emerging Brands to $1B+ PortfoliosCollaborative Leadership StyleAccomplished brand marketing leader with a business mindset - successful track record developing and implementing consumer-centric brand strategies for both emerging & large-scale brands across a variety of categories.Foster trust and confidence as a collaborative cross-functional team leader through authenticity and empowering & engaging subject matter experts. Strong organizational communication and influencing skills to act as trusted business partner and ensure strategic alignment of brand initiatives. Ability to thrive in a dynamic organization with an entrepreneurial spirit and self-motivated to deliver results. Bring wide range of experiences and maturity to scale emerging growth brands.Areas of ExpertiseBrand Marketing StrategiesAnnual Brand Marketing PlansBrand Purpose, Positioning & PersonalityConsumer Target DefinitionAnalytical Skills / Data-Driven InsightsBrand Communication, Campaign Creative and Digital Content DevelopmentIntegrated Activation ProgrammingExternal Agency & In-House Creative Team ManagementInnovation and Product Portfolio ManagementBusiness Acumen: P&L and General Brand ManagementProfessional Experience & Performancei-HEALTH, INC., a Division of DSM-firmenich, Cromwell, CTSenior Global Marketing Manager, Culturelle Probiotics 2022 2024Managed #1 selling U.S. probiotic brand with sales of $261M; achieved +4.6% growth vs. +1.9% category increase (23 vs. 22) while managing $1.8M global marketing budget.Led cross-functional team to develop Global Brand Marketing Plans including developing Brand Purpose / Positioning, identifying core Consumer Target profile, and establishing key brand strategies and initiatives.Directed break-through Protect the Gut Microbiome brand-building communication campaign from agency briefing through creative development launched end of May 2024. Concept achieved 65% purchase interest in quantitative research, exceeding 45% benchmark.Developed Consumer Shopper Journey leveraging qualitative and quantitative data combined with crafting Communication Strategy to enhance brand messaging and creative content across activation touch-points.Developed business case to invest in Womens segment and led development of Women are Built Different campaign which contributed to driving +50.2% growth (23 vs. 22) and won Award of Distinction from 2023 Communicator Awards.BLUE BUFFALO COMPANY, a Division of General Mills, Wilton, CTDirector of Marketing, Canada 2019 2021Led brand management to scale $66M Canadian market by developing and executing brand and business-building initiatives.Boosted revenue +$23M (+53%) co-leading grocery and mass channel expansion by delivering product strategy, brand communication and media plan which generated +28pts brand awareness to 74%. This initiative propelled Blue Buffalo to become fastest-growing pet food brand.Delivered incremental +$6M by developing business case to reposition brand portfolio, led flavor innovation introductionwhich became the first-ever market level launch adopted in U.S.Launched pet cancer cause marketing campaign, raising $100K in Y1, and achieving +35% sales growth vs. prior year with retail partner.BLUE BUFFALO COMPANY, a Division of General Mills, Wilton, CTDirector of Marketing, International & Veterinary Channels 2015 2019Brought onto leadership team during startup phase to lead brand marketing for Blue Buffalo international expansion markets; plus enter veterinary channel.Achieved +$22.2M incremental international sales revenue within 4 years, including boosting sales +49% from $14.9M to $22.2M (201819) by developing brand strategies and marketing initiatives for key markets including Japan and Mexico.Developed comprehensive brand launch plans in partnership with countries to localize campaign communication, media plans, activation programs, websites, and social media.Instituted annual brand tracker research study to identify country insights. Achieved brand awareness growth in Japan by +56% to 25% and Mexico +24% to 47% (Y2 Y3).Introduced international annual marketing plans process to develop country brand strategies and priority initiatives.Generated +$10M incremental sales revenue by developing brand strategy and business-to-business (B2B) marketing programs to launch BLUE Natural Veterinary Diet with programming focused on educational awareness to gain credibility with vet clinics.NESTL WATERS NORTH AMERICA, Stamford, CTGroup Marketing Manager, resource Natural Spring Water 2012 2015Appointed to expand 1st-ever Nestl premium water brand and created best-in-class launch plan.Catapulted from $1M test market to deliver $20M+ incremental revenue and reached #4 premium water brand by Y2.Achieved 1.2B impressions (84% over target) by directing multi-agency team to produce extraordinary experiential marketing campaign / event attracting ~1K attendees and 100+ media representatives.Transitioned bottle to 100% recyclable plastic, driving sustainability point of difference.NESTL WATERS NORTH AMERICA, Stamford, CTGroup Marketing Manager, Nestl Pure Life 2008 2012Promoted to lead brand transformation and expansion for $500M product portfolio. Oversaw 3-person team and $25M budget.Doubled revenue to $1B, elevating brand from #4 to the #1 bottled water, surpassing Aquafina and Dasani.Established brand growth strategy including consumer target and brand positioning. Led cross-agency team to develop 1st fully integrated brand campaigns and activation programs, doubling brand awareness to 67%.Expanded availability from 38% to 80% by crafting a persuasive brand-selling story for sales and customer presentations.NESTL WATERS NORTH AMERICA, Stamford, CTSenior Marketing Manager, Regional Spring Water Brands 2006 2008Led brand marketing for $2.5B 6-brand portfolio, including Poland Spring. Oversaw 4-person team and $40M budget.Grew sales of new pack innovations - Sports bottle by +22% and Eco-ShapeTM -liter bottle by +17% (vs. previous bottles) by leading re-launches including breakthrough advertising campaigns and packaging graphic redesigns across all 6 brands.Previous Experienceinjoy Travel Experiences, Strategic Marketing Consultant (Fall 2020)In support of a VT travel concierge start-up, developed key strategic fundamental launch elements including:Branding/logo, tagline options, pitch deck, proposed research design and business/project plan approach. The launch was paused due to Founder re-engaging in core event management business.PEPPERIDGE FARM, Norwalk, CT - Marketing Manager, Fresh Breakfast BakeryCADBURY-SCHWEPPES, Stamford, CT - Associate Brand Manager, Melbourne, Australia; Product Manager (selected for international assignment)THE COCA-COLA COMPANY, Atlanta, GA - Summer Media InternEducation & Professional DevelopmentMaster of Business Administration (MBA), Marketing, Emory University Goizueta School of Business, Atlanta, GABachelor of Science in Business Administration (BSBA), Management / Marketing, Bucknell University, Lewisburg, PACertificate in Digital Marketing: Customer Engagement, Social Media, Planning & Analytics,Columbia Business School Executive Education, 2021 |
