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Jessica Claire
  • Montgomery Street, San Francisco, CA 94105
  • Home: (555) 432-1000
  • Cell:
  • resumesample@example.com
Summary

Decisive marketing professional with 8+ years CPG marketing experience driving company growth through creative and innovative marketing strategies. Skilled at analyzing consumer insights and marketing trends resulting in highly-effective and targeted traditional and digital marketing campaigns.

Experience
Account Director, 02/2015 to 12/2015
Publicis Groupe SaAtlanta, GA,
  • Recruited to direct client services group in development, implementation and manage word-of-mouth marketing campaigns.
  • Clients included: Pharmaceutical manufacturer, Bayer Diabetes Care, and CPG brands, Luvs Diapers, Sheba Cat Food and Mirassou Wine Reported directly to the Chief Operating Officer to implement internal development plans, process enhancements, client strategies and objectives and supported new business pitches Led agency and internal teams in campaign strategy including social media, website content and disruptive mailers to ensure agency delivered on client objectives Tracked and analyzed marketing campaign results leveraged to optimize results for existing or future campaigns.
Marketing Manager - North America Pantene, 11/2013 to 01/2015
AppfolioSan Diego, CA,

Promoted to lead and grow Pantene's ethnic business, worth $150 million, in spite of a 10+ year business decline and 16% less media spend vs.YA. Assumed majority of responsibilities & accountabilities previously held by Assistant Brand Manager.

  • Developed ethnic business strategy and marketing plans based on consumer segmentation, initiative plans and competitive analysis delivered across traditional and digital platforms Grew Household Penetration for African-American business by 5% and by 3% for US Hispanic, while general market's household penetration declined by 10% vs.YA
  • AA business - 101 growth index vs.general market
  • Developed and led ethnic influencer programs ­ signed celebrities Queen Latifah, Maite Perroni and celebrity stylist Kim Kimble and Gabriel Samra, which drove breakthrough integrations via TV, print, entertainment partnerships, advertorials and social media
  • USH influencer content drove 69% of all Pantene search traffic to YouTube through executions like the first ever music video produced using a song written specifically about Pantene
  • AA influencer content drove over 200+ million impressions, Facebook engagement rates increased by 6% (3x vs current average) and almost half of AA videos created had 13% organic search along vs.2% average
  • Spearheaded recommendation to step-change brand's GTM strategy which recommended to develop all marketing campaigns based on ethnically led insights to better engage with AA/USH consumers, this resulted in the optimization of the agency model to reduce non-working dollars by 34%
  • Collaborated with Pantene's upstream R&D and design teams to develop a GTM strategy to expand Pantene's African- American specific hair care line-up into the whitespace of the African market
  • Analyzed market data and shared consumer, customer and competitive trends based on brand's value and volume shares, insights and current campaign results using various software tools such as Nielsen database and Google Analytics via a monthly letter to share timely results and prioritized recommendations to upper management
  • Managed team of six agencies which included Advertising, Public Relations, In-store and Media agencies located throughout North America
  • Managed annual marketing budget of $200+ million.
Sr. Marketing Specialist - Pantene North America, 08/2007 to 11/2013
Procter & GambleCity, STATE,
  • Appointed to envision, design and execute new strategic styling platform to stop the 17% decline on the Pantene styling business, and overall 36% business decline.
  • Also responsible for Pantene's sampling, email and coupon strategies and in-store executions.
  • Led cross-functional team to identify soon-to-be discontinued styling formulas, re-skinned with new artwork, name and descriptors, that went from idea to market in less than 6 months, (75% less time vs.
  • normal launch timelines) Conducted market trend analysis, identified consumer segmentation, forecasting and developed a GTM plan Developed trade story including having an increased MSRP which allowed for higher profit margins for the customer teams Stopped further styling business decline, with styling business indexing at 96 vs.
  • YA Led Pantene's new to the world premium hair care in-store program at top retailers - Walmart, Target, Walgreen, CVS, Kroger and Rite-Aid Developed and led brand coupon strategy, drove relevant SKUs in key areas through targeted messaging and creative development to increase customer support and sales on relevant AA/USH products Identified and developed brand email strategy, which included body content and design, subject line, A/B testing, and creative approvals which drove an increased quarterly result of + 11% open rate and +17% CTR (top three in the company) Developed brand sample strategy worth over $10MM to support Pantene's biggest brand relaunch through sample distribution such as retailer partnerships, direct to consumers, hotel chains and online Reduced sampling non-productive inventory by approximately 2.2 million samples in less than 4 months Led external agency partners to create Pantene's E-commerce enhanced content to increase sales with top online retailers such as amazon, Walmart, Target and Walgreens.
Marketing Specialist - Sebastian Professional Hair Care, 04/2006 to 08/2007
Procter & GambleCity, STATE,
  • Key member of the Sebastian brand team - conducted consumer research to identify new consumer segmentation, designed new haircare line-up and developed a breakthrough marketing plan to restore growth to the declining business.
  • Developed expert product knowledge of competitive brands, resulting in P&G's first full competitive analysis for salon brands used to create Sebastian's new business model Managed nomenclature development, and trademark clearance for 51 skus in less than 4 months Led competitive pricing, sizing and shelving for P&G professional hair care brand's first ever 'at shelf' Viz ID test with consumers and hair stylists.
Administrative Assistant - Hair Care Product Supply, 08/2003 to 04/2006
Procter & GambleCity, STATE,
  • Efficiently supported five Product Supply Managers, assisted in activities for upper management activities which allowed for increased productivity to meet business objectives.
  • Led content development of training materials to on-board new Product Supply new hires at new international hair care plant Streamlined Pantene's regional record input process for Pantene initiative planners to ensure projects remained on time and within budget Coordinated calendars, designed PowerPoint presentations, and demonstrated proficiency utilizing MS Excel and MS Word.
Consumer Relations Specialist, 05/2001 to 08/2003
Procter & GambleCity, STATE,
  • Engaged consumers and built knowledge on brands to strengthen brand relations with the consumer and product - expanded upon questions or related issues with the product to help consumer overcome brand barrier.
  • Responsible for being the consumer advocate within the product initiative teams to drive improvement on existing and future initiatives Recorded detailed consumer data from in-bound calls, provided product information and assisted in all call-related questions for consumers professionally.
Education
Bachelor of Arts: Psychology, Expected in 2000
Miami University - Oxford, OH
GPA:
Interests
Marketing Consultant St John the Baptist School, Harrison, OH Developed school website strategy for website re-launch Key member to open new preschool Member of the festival marketing committee
Additional Information
    Skills

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    School Attended

    • Miami University

    Job Titles Held:

    • Account Director
    • Marketing Manager - North America Pantene
    • Sr. Marketing Specialist - Pantene North America
    • Marketing Specialist - Sebastian Professional Hair Care
    • Administrative Assistant - Hair Care Product Supply
    • Consumer Relations Specialist

    Degrees

    • Bachelor of Arts

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