Marisol Tamaro

Responsible for the development and implementation of strategic growth plans for a $1B+ portfolio of flavored carbonated soft drink brands. Additional key accountabilities include establishing the annual operating plan, driving the commercial business agenda to deliver results (sales, profit, cash flow, market share), brand stewardship, advertising/ communications strategy and creative, building high performing teams and inspiring the culture. Conducted comprehensive analysis to uncover key insights to inform bold new brand proposition to reverse declines for lemon lime business. Engineered turnaround of hispanic targeted soda brand, refocusing on core apple business and achieving increased sales of 18% year-over-year.

Responsible for the marketing and management oversight of PepsiCo's 2 largest water brands, Trademark Aquafina and SoBe Lifewater, controlling $25MM annual budget and leading team of 7 marketing professionals. Charged with developing and executing strategies to grow sales, increase market share and improve profitability. Developed comprehensive strategy for Aquafina that included new pricing architecture, a clear focus on more profitable retailers and a revitalized marketing plan. Delivered 7.5% increase in volume sales and 6.4% increase in dollar sales year over year for Aquafina. In 2014, also gained market share and achieved #1 national water brand status at Walmart. On SoBe brand, delivered annual productivity savings of $4.5MM by leading package redesign that reduced cost per bottle by 30% without negatively impacting brand equity.

Lead brand development for a portfolio of iced tea brands (4 in total) from premium to value. Responsible for marketing management oversight for US and Canada. Assigned to drive marketing plans to turnaround struggling portfolio. Key accountabilities: negotiate strategic and promotional partnerships within music, film and entertainment, develop consumer engagement and customer specific programs, establish and implement brand targets and annual operating plans, manage A&M budget, drive advertising and integrated marketing campaign development and collaborate with finance, sales, supply chain, region VPs and distributors to commercialize new product launches. Grew Brisk iced tea sales 2x, gained 12.6 market share points in convenience channel and propelled business to become one of PepsiCo's $1B brands via packaging strategy and cutting edge marketing leveraging partnerships with Eminem and Lucas Films/Star Wars. Transformed 13% sales decline into 129% sales growth by rebranding and re-launching Pure Leaf. Brand is now one of PepsiCo's fastest growing beverages and a major contributor to revenue growth. Forged promotional partnerships with Warner Bros., Lady Antebellum and Pandora to drive increased brand awareness and consumer relevance for Lipton Iced Tea. Increased brand presence and sales of Lipton iced tea in the foodservice channel with the development and launch of a new iced tea dispenser unit, exceeding plan for number of units placed by 27%.

Responsible for business analyses and identification of key insights for action, creative development of all brand communications across multiple media vehicles, development of branded content strategy, management oversight of creative and production and development of digital strategy. Spearheaded strategic partnerships and brand platforms across action sports, music, art and film reinforcing Mountain Dew as an iconic, lifestyle brand. Successfully defended against major competitive entry by developing and implementing strategic plans to protect core single serve / convenience store business.