Anthony Cirone

Anthony Cirone

Training, Awards & Affiliations

Awards:

  • American Marketing Association - Grand Effie: Dove Firming ‘Campaign for Real Beauty’
  • Unilever Advertising Award - Silver:Dove Firming’ Campaign for Real Beauty’
  • Lowe & Partners - Grand Prix Award:Best new campaign - Wisk ‘America Needs Dirt’

Affiliations:

  • Board President – Commercial Closet Association (non-profit)
  • Founding Member – GLAAD Advertising Media Program
  • Member – GLAAD, Human Rights Campaign, Stern Alumni Association, Out Professionals

Summary

A classically-trained Brand and Marketing Leader with global experience driving blue-chip consumer brands. Forward thinking, strategic and insightful with a history of results-driven, quantifiable success at the forefront of the skincare industry. Proven ability to uncover latent consumer needs and identify disparate marketplace trends that lead to a step-change in innovation thinking and creativity. Achievements include the award-winning ‘Dove Firming – Campaign for Real Beauty’ and the launch of ‘Dove Summer Glow’ – theglobal leader in self-tanning.  Anthony received his MBA from New York University and held key leadership positions at Bath & Body Works, Unilever, and Black & Decker.

Core Competencies:

-Global brand and category leadership

-Strategic portfolio management

-Innovation leadership

-Emotional branding

-Integrated marketing

-Advertising

-Trend analysis

Work History

Work History
2008 - 2010

Associate Vice President

Bath & Body Works (Limited Brands)

Associate Vice President - Brand Development - Skin Care / Fragrance

  • Responsible for leading the development of BBW’s entry into high-performance skincare
  • Developed ‘SmartWorks’, an extensive line of daily-essential skincare with ‘next generation’ technology to provide skin with customized levels of ingredients where skin needs it most
  • Established a pipeline of 50+ new products for BBW’s high-profile apothecary brand C O Bigelow
  • Led a co-brand initiative with J&J’s Aveeno – resulting in the validation of a $100M+ new business opportunity designed to expand BBW’s reach into daily care
  • Restaged BBW’s Aromatherapy brand by leveraging aesthetic trends in wellness to drive a dramatic increase in shelf visibility, youth appeal and emotional relevance
  • Led the Lip Category on an ambitious turnaround strategy, resulting in a doubling of sales
  • Accountable for a team of direct reports through the Director level
1995 - 2008

Director Brand Development

Unilever

2005 - 2008      Global Brand Director – Brand Development, Dove Body Care – Skin Care

  • Responsible for brand strategy, equity & innovation on Dove’s $350M global bodycare business
  • Achieved three years of extraordinary sales growth: +24% in ‘05, +21% in ‘06, +9% in ‘07
  • Led the launch of the now-famous Dove Firming campaign (Real Curves) in North America by successfully challenging body-image stereotypes among a body-conscious American audience
  • Led the development of Dove Summer Glow – the global leader in gradual self-tanning – by successfully linking self-tanning benefits with Dove’s emotional affirmation of ‘Real Beauty’. Recognized by the Chairman as one of Unilever’s most successful new innovations in 2006.
  • Led the development of Dove Cream Oil body lotion – a breakthrough for extra-dry skin – by creating a ‘dual-phase’ positioning that established a step-change in the perception of efficacy
  • Accountable for eight reports through the Senior Brand Manager level

2003 - 2004   Director - Brand Development, Wisk / Sunlight– Laundry

  • Responsible for brand strategy, equity & innovation on Wisk’s $200M+ NA business
  • Reversed three consecutive years of sales decline to deliver +3% growth in 2004
  • Dramatically restructured the product line and formula strategy to significantly improve margins while increasing consumer value through key benefit enhancements
  • Launched ‘America Needs Dirt’ – an award-winning campaign that challenged the way people think about laundry. Recognized as one of Unilever’s best new marketing efforts in 2004

2000 - 2003Global Brand Manager, Vaseline Intensive Care – Skin Care

  • Responsible for leading the global innovation program on Vaseline’s $300M+ business
  • Led the development of ‘Healthy Hand Essentials’, the category’s top-selling variant in 2002
  • Led the development of ‘Firming & Nourishing’, a leader in the segment
  • Led the development of ‘Healthy Body Complexion’, the first lotion to comprehensively address visible signs of aging on the body                              

1998 – 2000 Brand Manager, Caress & Suave– Personal Wash

  • Responsible for Dove’s $400M+ bar / body wash business in the U. S.
  • Led the ‘Caress Reinvention’, a line of fragranced shower gels that doubled market share
  • Led the ‘Suave Hand Wash’ launch, Unilever’s foray in the hand wash category
  • Led the ‘Suave Naturals’ initiative, extending the brand into experiential fragrance benefits
  • Led the ‘Fresh Deodorant Caress’ restage, repositioning the bar to leverage fragrance benefits

1995 – 1998Assistant / Associate Brand Manager, Wisk– Laundry

1988 - 1995

Sales Management

1988 – 1995Sales Manager / Regional Account Manager / Account Executive

  • Responsible for driving sales among Black & Decker’s key regional home centers, mass merchant retailers, wholesalers, and distributors in the prestigious Northeast region
  • Identified key shopper insights to educate and persuade independent retailers to abandon ineffective ‘status-quo’ practices in favor of smarter, more effective retail selling strategies
  • Leveraged sophisticated merchandising systems, mix structures and customer engagement techniques to bring game-changing strategies into a mature and saturated market
  • Nurtured key buyer relationships to attain ‘preferred vendor status’, and developed exclusive partnerships for developing and testing new exploratory programs
  • Consistently achieved top sales performance and recognition among peers
  • ‘Vendor of the Year’ at Channel Home Center (1993)
  • ‘Eagle Award’ – Black & Decker’s top achievement award (1994)

Education

Education
1995

MBA

Stern School of Business - New York University
1988

Bachelor of Science

San Jose State University