Vice President, Creative Services
COTY BEAUTY INC
Develop company’s power brand: Sally Hansen, multi-category brand with $400+ million in retail sales. Devise visual creative strategies and drive roadmap development for U.S., Russia, Australia, Europe, Canada, and Brazil markets. Direct and engage multi-disciplinary teams to define and implement visual aspect of brand. Promote collaboration and innovation of solutions. Select and act as chief contact for branding and advertising partners.
* Led rebranding effort of Sally Hansen worldwide, working in conjunction with Vice President of Marketing. Established overarching themes to 7+ sub brand lines, sourced branding and advertising partner, and gained executive team approval.
* Orchestrated rebranding effort across marketing, creative, advertising agency, and market research groups. Devised brand vision wheel, 5 new advertising campaigns, 2 new TV campaigns, branding films, merchandising identity, and other marketing mix elements. Directed teams to establish global guidelines and directives for 6+ global markets.
* Developed and introduced worldwide #1 beauty product, Miracle Gel Nail Polish. Attained unprecedented 13.7% market share and won 12+ prestigious beauty awards. Led creative development of product concept, packaging, print/TV advertising, merchandising, social media, and PR materials.