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Summary

Senior level marketing and mangement professional with a proven track record in rapidly growing direct-to-consumer brands. Excels in building entrepreneurial cultures in early-to-mid staged companies with a  strong affinity for technology and e-commerce.

Work History

Jan 2015Present

Strategic Marketing Consultant 

Inov8 Brands Inc.

Consulting early to mid-stage companies in all aspects of strategic marketing with a focus on brand strategy and digital marketing including subscription modeling. Clients:  Home Chef, True Results Skincare, Snowstorm Festival, The Otheroom, Fashion & Nutritional supplements.

Jul 2009Sep 2014

VP Marketing, President

Intelligent Beauty, Sensa Products 

Intelligent Beauty was a private equity backed brand incubator focused on marketing health, fashion and beauty brands (Justfab, Dermstore, Sensa) through multi-channel retailing. Sensa was the health and wellness brand, which grew to 62% brand awareness and 200 employees in just 3 years.

  • Oversaw growth of business from inception to $200M in revenue, establishing brand as key competitor to Weight Watchers and Nutrisystem. 
  • Developed and presented quarterly and yearly budgets to board including strategic business and marketing plans resulting in disruptive growth & consistent 20% EBITDA margins.
  • Drove brand strategy and vision, while overseeing over $200M in online-and offline media spend (online, tv, social, print) over the lifetime of the company.
  • Executive producer and director of 15 person,  in-house creative team to produce dozens of photoshoots and short form commercials, 5 infomercials, hundreds of landing pages and A/B tests, print ads, websites, videos and apps.
  • Oversaw ecommerce and digital advertising KPIs with heavy focus on conversion funnels, user experience, cost per acquisition, retention and lifetime value.
  • Managed development and launch of new products including weight loss supplements, energy drinks, appetite control products, snack bars, shakes, supplements, and accessories.
  • Launched and directed sales and marketing activities for TV Home Shopping, ecommerce and our retail business which included over 10,000 doors including: Costco, Sam’s Club, GNC, Walgreens, CVS, Rite-Aid, Vitamin Shoppe, Vitamin World, Amazon and marketplaces.
  • Built state of the art weight loss community and retention tools to engage over 5M users while increasing customer lifetime value by 35%.
  • Managed PR campaigns, led the formation of advisory boards, partnerships with celebrities and nutrition experts.
Jul 2007Jul 2009

Brand Marketing Director

Intelligent Beauty, Inc

Intelligent Beauty was a brand incubator focused on marketing health & beauty products online. The company grew from a starting team of 12 employees to more than 550 and sales of $450M annually.

  • Managed portfolio of health & beauty brands including marketing, sales, product development, and operations through P&L.
  • Expanded product lines through new revolutionary technologies and improved product claims. 
  • Directed creative team in developing all assets related to the product, marketing and websites.
  • Created sampling programs and promotional campaigns to increase sales.
  • Revived TV home shopping and online business in US (QVC) while expanding to Canada and Australia.
Apr 2005Jul 2007

Marketing & Sales Director

BIOTONE Professional Massage & Spa Products 

BIOTONE is the #1 leading brand of massage and spa products distributed to the professional industry. Products are manufactured in-house and distributed direct and through a network of distributors.

  • Directed strategic sales and marketing plans increasing company revenue by 50% in 3 years.
  • Spearheaded company's go-to market plans for retail spa product line and entry into international and mass market channels.
  • Led the team in new market research, product development roadmap, product launch and roll out, launching 5-10 new products a year.
  • Developed advisory panel of key thought leaders in the industry to help build credibility.
  • Shifted monthly “percent off” to value added promotions, resulting in 20% higher sales and increased margins.
  • Facilitated the development and launch of over 35 continuing education classes which generated over $1M incremental revenue in year one.
Aug 2004Aug 2005

Principal

Blueprint Communications

Developed and implemented strategic marketing and public relations plans within the health and beauty industry. Clients included xylitol chewing gums, Beauty Revolution, a professional beauty show, and Principal Secret, a line of skin care products marketed by Guthy Renker.

Sep 2001Aug 2004

Marketing & Sales Director

Innovations / Cosmoprof

Innovations was a leading distributor of professional beauty supplies, which were distributed through company owned professional beauty stores (CosmoProf) and through a direct salon distributor network. The company was acquired by BSG/Alberto Culver in 2005.  

  • Designed and launched an in-house, luxury salon brand from the ground up including professional salon combs, brushes, shears, salon garments and accessories.
  • Directed all levels of product development, marketing and sales with P&L responsibility. 
  • Managed local and offshore production of products.
  • Introduced and patented/trademarked several technologies including ChemMagik, a new chemical resistant fabric, Shears with Klic-Loc adjustable tension and ergonomic shaped brush handles.
  • Directed ongoing development of over 50 products from conceptual stages through all phases of the product development and marketing.
  • Developed sales rep training programs for CosmoProf, Matrix of Los Angeles, Artistic (TIGI) CosmoVision (KMS) and others.
May 1999Sep 2001

Marketing & Sales Director

Wolfgang Puck's Coffee / Amenity Svs

Amenity Services, a leading, hotel amenities group, licensed Wolfgang Puck’s Coffee from the Wolfgang Puck Food Company. The coffee was manufactured by a micro-roaster of coffee based in Seattle and distributed to high-end hotels and commercial food and beverage providers.

  • Developed and launched Wolfgang Puck's Coffee brand and muliple extensions into hotel, F&B, and commercial workplaces.
  • Directed agencies and internal teams in the development of packaging, advertising campaigns, sales and marketing materials.
  • Launched in-house PR campaign to trade and consumer, creating multiple placements.
  • Presented marketing programs to major hotel brands while managing sales for key accounts including 1-800Flowers, Home Grocer, Web Van, Hilton Hotels, Loews, and Hudson’s Department Stores.
  • Secured celebrity endorsements and sponsored red carpet events including  Academy Awards, movie premieres, wrap parties and charity events.
Dec 1996May 1999

Marketing Director

Beso De Luna

A line of all natural bath and body, aromatherapy and herbal relaxation products marketed online and to 5000 retailers in the U.S., Canada, Europe and Japan.

  • Developed marketing/sales plans in specialty, natural foods, private label, catalog and mass market.
  • Grew business by 80% before selling to one of the company’s key competitors.
  • Developed multi-million dollar revenue stream by securing partnerships with major retailers including Neiman Marcus, Whole Foods Markets, Celestial Seasonings, Bed, Bath and Beyond, Tower Records and MTV Studios.
  • Managed seasonal product launches and calendar for over 10-20 new products annually.
  • Nurtured relationships with retailers and broker networks by developing sales training and support programs.
  • Created a successful in-house public relations program resulting in over 30 placements a year including Glamour, Allure, Self, Walking, CPC, Spa Magazine, etc.

Jun 1991Dec 1996

Marketing Program Manager - Retail stores

Group Health Cooperative 

The Take Care Stores were a group of four health and wellness retail stores positioned within Group Health Cooperative’s health care clinics to increase patient healthcare outcomes.

  • Created outreach program to develop relationships with healthcare providers to increase sales.
  • Developed marketing programs including sampling /coupons, education through newsletters, trade shows and lunch and learns.
  • Exhibited at consumer healthcare expos and health fairs to promote business.
  • Spearheaded cooperative advertising ventures with key suppliers and healthcare providers.
  • Created first company e-commerce web site and catalog business that became key revenue stream for business.

Education

Jan 1990

BS Marketing & Management

Massachusetts College of Liberal Arts

Awards

Employee of the Year 2010

GNC  Most Innovative Product 2011

GNC Vendor of the Year 2012

Direct Marketer of the Year (DRMA) 2012

Interests

Dance Fitness, Tennis,  Health, Beauty, Art, Technology, Investing, Empowering / Motivating Women

Portfolio

Some examples of recent commercial and web work

Resume download

Download a printable resume

About me

I consider myself an entrepreneur and creative visionary.  I've launched dozens of new brands and products, grossing more than 500M in sales with strong EBIDTA margins.  With a background in both professional and consumer health and beauty,  I've worked in virtually every channel, from DTC (internet, television, print, radio, social) to retail and TV home shopping.  This 360 degree visibility has been a key strength in my ability to leverage marketing strategies to drive massive consumer impressions,  resulting in strong revenue growth.

 

I believe the key in any business is having a relentless understanding of your customer, establishing a clear market position and driving that vision through every channel.  Then creating a positive energy that goes beyond your product to every touch point from your customers to your employees.

I believe anything is possible and the possibilities are endless.

Thanks for stopping by!