As VP, Marketing with an operating budget of $12M and 25 internal/outsourced staff, responsibilities for the Americas Region encompassing marketing strategy, communications, and product development.
Strategy and Brand Development
Generated significant growth through innovative marketing strategy and brand revitalization initiatives.
·Formulated a strategy that achieved 60% revenue growth over four years from 2004 through 2008.
·Stretched the brand into two product category adjacencies to achieve accelerated brand growth. Over 20% incremental revenue gained in North America. Key European markets generated 15% growth.
·Accomplished comprehensive range overhaul including packaging design and range management that helped to make the brand and category easier to shop.
·National market share grew +5.5 pts during previous 5 years despite no increases in investment.
·Developed “category of the future” initiative with Sales team to improve category performance at a leading U.S. drug retailer. Presented to retailer senior management and successfully implemented.
·Outperformed category growth (+10.1% v +2.7%) achieving “fastest growing brand” status within U.S.
·Market launches in Chile and Columbia delivered 20% additional revenue to L.A. region since 2005.
Directed a diverse roster of marketing agencies in the development of communications platforms from strategy through creative development and in-market execution. Effective and consistent messaging anchored in understanding of brand equity contributed to increased national market share.
·Generated over 35 awards for effective and creative communications in TV, radio, print, direct, online, OOH, POS and experiential marketing.
·Significant performance gains tracked in brand health checks since tracking began at launch. Effective campaigns drove awareness from 2% to 85% within 3 years despite limited resources.
·Increased utilization of digital and interactive marketing using social networking, propagation, and campaign-specific web assets stretched budget by 20% and generated over 12M impressions.
·Launched a North American consumer panel which reduced research costs by $250k while providing actionable insights in brand equity measurement, communications, product, and other areas.
Devised long-term innovation platform addressing range improvement, new product development, and commercial streams of innovation which drove growth globally and within the Americas region. Applied strong analytical skills for planning and execution of product launches and key promotional initiatives.
·Launched 20 new products globally, 35 in U.S., 30 in Canada, and 12 in Latin America.
·Developed the Play brand, a key development in the evolution of intimacy care products in FDM.
·Introduced three new product claims to provide distinctive point of difference from competitors.
·Achieved impactful consumer product communication compliant with FDA medical device guidelines.