Product Development Lead, Global Brand Strategist, General Manager
Enthusiastic product/general manager ready to apply a mastery of brand development & lifecycle management, consumer trend research & analysis, product launches and cost-reduction initiatives. Leverage my strong strategic planning and messaging/branding skills to drive your business!
Competitive analysis expert
Branding exercise moderator
Strategic level approach
Best practice champion
Rebranded a technology company in 2015, in an industry/product new to me
Part of 2 teams that created & successfully marketed completely new evergreen products at Fisher-Price
Top 5% within Fisher-Price - 'Exceeds Expectations' reviews 3 times, Fisher-Price Marketing Excellence award 2 times
B2B and B2C Marketing for new digital ecommerce platform in Integrative Health Care (#1 strategic initiative).
Wrote & executed marketing plans including print, digital ads, welcome kit, an email drip campaign and internal sales/customer support communications.
Directed internal design staff and managed agency partners for creation of content to launch timing.
Developed and managed customer communication tools for Inside Sales and Customer Support on time for launch, championed our new brand at trade shows and developed all collateral within budget.
Managed practitioner beta test recruitment and execution prior to launch.
Vice President04/2015 - 11/2015Spin-Works International Corp - 15 employees, $2mm salesNorth East, PA
B2B Marketing of innovative industrial heat exchange components for global customers in Primary Steel.
Lead a complete rebranding/repositioning for an existing product and created a new brand for a launching product suite in 3 months. Ensured global consistency in branding & messaging across multiple sales channels & distribution partners with competing goals.
Ideated and implemented regionalized marketing strategy & tactics for product, price, promotion and distribution. Resulting company growth predicted at 40% for 2015, 35 % 2016
Created and guided 6 OEM and co-production partnership strategies and agreements, negotiated terms. Partners' sales range from $30mm-$3.7b.
Set and directed sales targets and execution across 3 global regions, including in-house and contract representation. Regional sales networks included 6 companies with 12 direct agents in 14 countries.
B2B and B2C Marketing partner helping companies true up their brands for precise clarity on brand essence, target market(s) (with associated personas), brand promise.
Assess best business model & portfolio for optimal orchestration & most efficient/effective resource allocation.
Example: Rebranded a company and created a brand for a new product line, including co-branding partners.
Global Franchise Manager/Global Marketing Manager/Category General Manager02/2012 - 03/2015Fisher-Price Inc - 750 employees, $1.8b salesEast Aurora, NY
Little People, Girls New Opportunity (Innovation)
6/2014-3/2015 Managed 'Little People' brand as it transitioned from product-based business to entertainment-based, beginning with 3 months at HIT Entertainment, London, UK.
Created & delivered the multi-year strategic brand plan targeting 6% CAGR, with orchestration and rollout of licensed categories, based on the HIT Entertainment business model.
Brand champion for content creation of animated children's TV series, managed its timeline, $4mm budget and asset delivery to animation & creative partners and internal stakeholders.
Presented best practices, product development progress and marketing programs quarterly to subsidiary market leads. Managed subsidiary product & promotion program requests, communicated with them regularly on implementation, in-market plans and execution.
Managed development of 2 animated sizzles for sell-in. Managed digital strategy and implementation, including orchestrated use of content, social media & UGC.
11/2013-6/2014 Lead Innovation team for Girls Preschool, developed & presented 2 new product line concepts.
Researched existing ideas across the corporation, attended CES, and developed business model rationale.
Developed and presented a new entertainment branded product line to DreamWorks, got it approved.
Provided strategic consulting on Dollhouse line business model change.
2/2012-11/2013 - Managed Little People Core and SuperFriends categories, totaling $90 mm and 198 SKUs. Lead on 30-40 new SKUs/year in 3 categories. Met contribution margin targets each year.
Marketing lead on cost reduction team that saved $1.2mm/year.
Fully owned the product development cycle, forecasting and supply planning, marketing programs and annual strategic plan approval and all internal financial reporting.
Successfully proposed annual strategic & financial plan, and became the team's consumer research guru.
Orchestrated price lining, determined feature sets for strong price-value, created and maintained annual P&L.
Directed packaging development with the in-house agency for all international versions.
Managed creation & delivery of 56 p. magalog & Fall TV commercials using internal & external agencies.
Marketing Manager05/2011 - 02/2012Lactalis American Group - 600 employees, $177mm salesBuffalo, NY
Managed 2.3mm lb fresh mozzarella product line - 8 SKUs under 2 different brand names in unique markets.
Developed annual financial and innovation plans, marketing plan.
Executed new product renovation/innovation from initial project approval to industrial exploration to final packaging and launch.
Managed 2 consumer research studies, qualitative and quantitative, developing research requests, and delivering stimuli and questionnaires. Wrote and issued final summaries for approval.
Developed 2012 marketing program tactics including FSIs, digital FSIs, ICMs, product demos, web contests and engagement programs, shelf talkers and take-ones.
Targeted marketing to high volume CDI/BDI cities and retailers.
Infant Toys & BabyGear (2004–2011)
Managed many categories of infant toys & baby
durables – Bouncers, Monitors, Bath & Training, with an Associate Marketing Manager direct
report. Usually held $80-100mm in
Created annual strategic plan for my categories of product.
lead on concepting, pricing/orchestration, packaging, and engaging moms/grandmas
in direct consumer research panels. Lead competitive analysis/reviews, dictated/directed consumer research needed.
forecasting/inventory levels to meet launch dates and smooth production for retailer dates & quantities.
Annually directed development of national publications - Infant & BabyGear 60 p. product guide, 2 72 p. custom bookazines "Loving Your Grandbaby", "Playing With Baby".
Team digital strategy lead. Planned & implemented site revamps, managed 2x/year updates.
marketing partners including Sherwin Williams, Destination Maternity, American