Extensive experience in marketing, brand management, strategic planning, new product innovation, marketing communications, licensing and new business development for consumer lifestyle brands. Product categories include CPG, HBA, fragrance, skincare, haircare, cosmetics, apparel, entertainment, children's products, celebrities, sports. NYU Stern MBA. |
STRATEGIC MARKETING EXECUTIVE
Brand Management ~ New Product Development ~ Strategic Planning ~ Marketing Communications
Pioneer progressive marketing strategies to optimize revenue and profit. Experienced in both large, matrixed organizations and smaller, more entrepreneurial companies. Outstanding record of successful new product introductions: two achieved #1 market share leadership, three achieved best-in-class industry awards. Key areas of expertise:
" Branding and Image Marketing
" New Product Launches: CPG /HBA
" Licensed and Celebrity-Endorsed Brands
" Market Research and Consumer Insights
" Financial and P&L Management
" Advertising, PR, Digital and Social Media
" B2B Partnerships & New Business Development
" Retail and E-Commerce Marketing
" Cross-Functional Team Leadership
" MBA (NYU Stern)
PROFESSIONAL EXPERIENCE
VANAREX CORP
Vice President, Marketing
(2012-2016)
Launched The Vanarex Complete Method, a start-up hair regrowth product line in direct response.
" Developed all aspects of the Vanarex launch marketing mix: positioning, messaging, product line, pricing and packaging. Initiated competitive analysis to strategically position brand in the category, identify unique product benefit communication and optimize price points. Supervised Director of Operations.
" Directed development of Vanarex WordPress website with e-commerce capability. Directed and managed outside agencies in digital marketing efforts including PPC and social media outreach on Facebook, Twitter, etc.
" Created TV and radio advertising. Developed media buying strategy and supervised media agencies.
" Identified direct response call center partner. Developed training materials and trained call agents to maximize sales.
" Created business plan to gain investment capital.
INFINITY GROUP: INFINITY LIFESTYLE BRANDS
Vice President, Licensing & New Business Development
(2009-2011)
Developed licensing agreements, B2B partnerships and new business initiatives across multiple lifestyle categories including fragrance, personal care and apparel.
" Developed licensing platform with The New York Yankees for the launch of their team-branded fragrance. Identified fragrance and manufacturing licensing partners, negotiated contractual terms and worked in partnership with Yankees management and licensing partners to bring the Yankees fragrance brand to market.
" Identified new apparel licensing properties for children's in-house apparel division. Negotiated apparel licensing agreement with Iconix Brand Group for Vintage Snoopy and Peanuts characters for children apparel line. Developed proposal and business plan for Under Armour apparel license. Proposed co-branding apparel licensing concept for Disney Marvel Comics characters Spiderman, Hulk and Captain America and Major League Baseball.
" Developed proposal and initiated discussions with Elle Macpherson for licensing celebrity across multiple product categories including personal care, hair care, apparel, accessories and home decor.
COSMETIC ESSENCE INC. (CEI)
Vice President, Marketing
(2005-2008)
Initiated product innovation, marketing strategy, retail presentations, in-store promotions and merchandising recommendations for personal care consumer products in multiple channels of distribution. Supervised cross-functional teams including R&D, packaging, finance and operations. Managed budgets, costs and P&Ls.
" Launched celebrity and entertainment licensed brands including fragrances licensed through the popular TV shows The OC and All My Children and the celebrity fragrance Precious Jewel by Ashanti.
" Initiated product innovation and benefit communication for new skincare and makeup products.
" Managed $50 million Wal-Mart private label brand Simply Basic, the market leader in specialty bath and body products; served as category captain. Line-extended brand from 30 SKUs to 63 SKUs with additional product forms and new flavors. Developed direct import programs in Hong Kong and mainland China including creative development, formula evaluation, supply chain logistics and overseas on-site development.
" Managed and expanded licensed children's bath and personal care lines including Warner Bros. Scooby Doo, Mattel Hot Wheels, DreamWorks Shrek and Madagascar, Sanrio Hello Kitty and MGA Bratz and Lil' Bratz.
AURUM COSMETICS, INC.
Vice President, Marketing
(2003-2005)
Established Aurum Cosmetics as a new division of Global Vision Products, makers of the successful hair product Avacor, to launch new prestige skincare product. Supervised marketing staff, cross-functional team and external vendors in a start-up, entrepreneurial environment.
" Lauched True Gold Rejuvenating Skin Serum, a luxury skincare product targeting the anti-aging consumer through direct distribution. Identified 24-karat gold as an intriguing and efficacious new skincare ingredient.
" Developed product, packaging and pricing strategy.
" Implemented product brochure, print and TV advertising.
" Developed copy and visuals for e-based communication and supervised creative development of website.
" Spearheaded public relations effort and achieved national magazine editorial.
COTY BEAUTY US
Senior Marketing Director
(1995-2002)
Supervised and developed strategic marketing plans for top-selling fragrance brands with combined annual revenue of $80 million. Initiated new product development including idea generation, market research, R&D and package design. Developed retail presentations, selling materials, merchandising materials and in-store promotions. Liaisoned with cross-functional teams including operations and sales. Full P&L responsibility including $15 million advertising budget.
" Managed Aspen fragrance franchise licensed through the Aspen Resort Licensing Company. Initiated turn-around strategy to revitalize 5 year old Aspen men's fragrance brand with Baywatch star Michael Bergin as the new face of Aspen. Increased brand sales by 40% to $50 million. Increased market share rank from #8 to #4 establishing Aspen as the fastest growing brand in the men's category.
" Expanded Aspen franchise with successful launch of female companion brand Aspen Sensation encompassing innovative aromatherapy positioning and celebrity model Frederique.
" Introduced male flanker Aspen Discovery which increased Aspen male franchise sales by 40%. Brand was awarded the 2000 Fragrance Foundation Award for best men's fragrance introduction.
" Supervised marketing managers on additional brands including Vanilla Fields and Coty Musk.
Marketing Director
" Launched the $60 million women's fragrance !exclamation which became the #1 women's mass fragrance brand.
" Brand achieved three prestigious Fragrance Foundation Awards (best new product, best advertising, best packaging). Also awarded the Goldman Sachs Buyer Award for best new retail product. Personally awarded the Creativity Certificate of Distinction by Art Direction Magazine for this creative achievement.
" Protected !exclamation's category leadership with product line extensions, cutting-edge advertising, compelling in-store promotions and an innovative fashion and accessory premium line.
EDUCATION
MBA Marketing, NYU Stern School of Business
BFA Fine Arts, Syracuse University, cum laude
NYU Professional Certificate in Digital Media Marketing |
