Talented and energetic marketing professional with 17 years of experience within the consumer products, food & beverage, restaurant, natural products, electronic accessories, grocery retail and non-profit industries. Highly skilled at developing and executing integrated marketing plans, including: product/brand launch, account specific programs and campaign management/reporting. Proven track record of increasing revenue, profitability, market share and brand awareness. Effective experienced mid-to-senior-level manager of both internal staff and external agencies. Expert project manager and consistently achieve goals within time, budget and resource constraints.
“Flex” player able to contribute at multiple levels, based on client need. Develop corporate/brand/marketing OGSM (objectives, goals, strategies and measures), create integrated marketing plans and manage execution of marketing tactics. Clients include large regional grocery chain, mid-size pizza/restaurant business, reading/electronics accessory start-up, healthcare start-up, and non-profit women-in-foodservice group. Client list and achievements available upon request.
Director of Marketing
Consulting client needed full-time marketing leadership to create corporate and brand strategies, as well as develop multi-year product marketing plan. In this position, I was the primary driver of brand, product and communications development and execution. Immediately, I created a new product development process and oversaw development of an e-commerce website for B2B/B2C businesses. I also managed licensing/relationship management (Disney, NYT and Vera Bradley) and created enterprise value through the initiation and maintenance of IP (patents, trademarks).
•Developed product development process and quadrupled new product development in 5 months (reading lights and accessories)
•Increased profit margins by 5% and improved speed to market by 30% in competitive, fast paced, commodity-based industry
•Draft and edit communications materials including website content, press releases, and B2B/B2C selling materials
•Managed internal team of 5 including: project manager, graphic designers, e-commerce manager and marketing assistant/CS manager; and external contractors for PR and Industrial Design
•Created archive for IP (trademarks and patents) between company and attorneys and/or licensors
The Natural Dentist
Director of Brand Marketing
Small, start-up company in need of brand identity, positioning and product line to support its challenger position. Utilizing consumer insights, I led the team that developed a stronger, broader positioning for the brand and created new, more profitable SKUs to add to the product line. Updated all graphics and created a brand standards guide. Increased revenue and profitability of SKUs (15-20%) and increased brand share in the natural oral care marketplace in the latest 52 weeks (+15%).
•Led cross-functional agency strategy and execution of new branding across all platforms
•Developed and executed integrated marketing campaign including: advertising, promotions/account specific programs, trade shows, website, and PR/social media
•NPD Lead: leveraged syndicated data to capitalize on category trends, identified new business and brand development opportunities and managed product portfolio
•Conducted consumer research – utilized qualitative and quantitative product concept/A&U, and conjoint/TURF to aid in product and creative development
•Leveraged social media to build community of endorsers (Brand Ambassadors)
•Identified new retail distribution opportunities, built sales tool kit, and presented at account/retailer meetings
•Managed internal staff of 4, 2 external agencies
Family owned, wholly owned subsidiary of Vitasoy, one of the largest beverage companies in Hong Kong. Restructured the company website following best practices (SEO, nav) while allowing for frequent updates by internal team (content management system). Made significant improvements to product development and marketing communications processes within the company.
•Planned and executed campaign/product plans & launches
•Managed assigned product categories: SKU rationalization, lifecycle & portfolio management, sales distribution and resolution of inventory/operations issues
•Directed interactive and consumer media efforts: website overhaul and ongoing management, created monthly e-newsletter, online advertising and public relations
The Holmes Group, Inc.
Brand/Product Manager – Food Storage Category (2005 – 2006)
Led cross-functional team for launching Seal-A-Meal® and FoodSaver® branded products—idea generation through commercialization. Relaunched revamped line of 5 SKUs and redesigned/repositioned Seal-a-Meal brand within 10 months (inception to shelf). Increased revenue, reduced NPD project timing, and increased profitability.
•Managed appliance & accessory new product development, including patent and trademark issues
•Executed multi-million dollar integrated marketing plan—including: TV, print and online advertising, PR, consumer events & promotions and trade marketing programs
•Managed development of creative (internal/external agency) for integrated campaign/launch
•Conducted Market Research – Qualitative/Quantitative
•Analyzed syndicated data and customer POS to generate monthly reports
Senior Manager, Global Communications and Design (2000 – 2005)
Leveraged technology (digital photography, DTP Printing and FTP) to reduce packaging production costs (>50%), shortened project cycle time by 4 weeks and eliminated overnight international shipping for packaging/graphics printed in China. Acted as primary liaison between the US-based Marketing and Creative teams and Hong Kong/China-based production team.
•Led brand and communications efforts for Home Environment and Lighting Business Units
•Developed and executed product launch plans including objectives, positioning, tactics and metrics
•Developed positioning and brand identity for (7) international consumer brands (Holmes®, Bionaire®, Patton®, FamilyCare®, Halls™, HeatSafe® and Titan®) as well as proprietary brands with major retail partners
•Managed licensing relationships with Halls®, Microban® and Arm and Hammer®
•Optimized $500K packaging budget including: monthly analysis and reporting to VP
•Wrote and produced TV commercials, point-of-sale videos, product training videos (for store staff), and online "how to" videos
•Produced POP signage and displays – within brand standards, retailer requirements and budget parameters
•Managed 2 project managers (direct) and 4 graphic designers (dotted line)
Marketing Services Manager
Mid-sized home décor company that produces photo frames, wall décor and home fashion accessories. In this position, I was responsible for all marketing communications. I managed the bi-annual catalog design, product photography and print production, as well as the execution of all marketing tactics. Fetco was selected by Hallmark to pilot test a new web-based ordering process, which I was given the responsibility to implement throughout the company (order processing, finance and customer service).
•Executed marketing communications tactics: packaging, bi-annual catalog production, PR, NY showroom layout & décor and trade/consumer advertising campaigns
•Assisted with product development and trend research—identified emerging fashion trends and color palettes to Sr. Management
•Worked with Director to identify and manage licensed properties (Warner Bros, Cheri Blum and Warren Kimble)
•Developed B-to-B selling opportunity with Hallmark (MIX)
Duracraft/Honeywell Consumer Products
Creative Assistant, Marketing Services Specialist
Entry level position within an in-house creative design department. Developed in-depth understanding of all aspects of graphic design, print production, photography and video strategy/production.
•Initiated/Tracked creative projects within busy in-house design department (1,000+ projects annually)
•Proactively identified PR opportunities, wrote press releases and followed through with media requests
•Managed print production of consumer and trade communication materials
•Processed and reported purchase/accounting materials with finance department
•Collaborated with marketing to establish product design (family look) and colors for brand families
•Coordinated new product samples for customer meetings and photo shoots
•Developed archival/tracking system for artwork assets (transparencies, printouts, etc.)
Providence College, B.A. Psychology 1995
Multiple ERP/CRM systems – NetSuite, SAP, JD Edwards, SalesForce.com, Maximizer; Microsoft Office – Powerpoint, Excel, Word, Publisher; Web CMS – Newfangled, JOOMLA, NetSuite, WordPress; Web metrics – Google Analytics, Urchin, WebTrends; E-mail Marketing – Constant Contact, Subscriber Mail; Vertical Response; Syndicated databases – ACNielsen, IRI; Familiarity with Photoshop, Illustrator and Quark.
OTHER: Certified Personal Trainer, CPR/AED + First Aid Certified, Dog Mom, Former Lifeguard/Swim Instructor/Special Olympics Coach
I have been in the industry since 1995.