PATRICIA ZENOBI

Phone : 917-***-**** Email : acsfbh@r.postjobfree.com

EXECUTIVE PROFILE

Multi-disciplined marketer with significant experience in positioning and revitalizing brands, creating innovative strategies that ensure successful product launches and ongoing commercialization, and developing impactful communications and activation plans. Team leader who drives goals through collaboration and coaching. Expertise includes:

Brand Strategy & Positioning Product Development & Commercialization

Communication & Activation Development Financial & Operations Management

Consumer Insights Planning Team Leadership / People Development

PROFESSIONAL EXPERIENCE

FRUIT OF THE LOOM, Bowling Green, KY 2012 – 2015

Marketing Director, Men’s Underwear (Brand Management, Channel Expansion, Innovation)

Revitalized and led $500M brand, managing staff of three direct reports.

Developed and led execution against strategic trade up and channel expansion plans, quantifying the importance of mix shift to long term growth and identifying resources needed to achieve this evolution.

Secured distribution in three Mid-Tier department stores, a first for the brand, representing $25M in incremental topline sales.

In collaboration with Insights Team, guided front end innovation that filled pipeline through 2018 with qualified mega-concepts that are the best performing concepts ever tested at Fruit.

Led initiatives to develop FOTL Breathable and FOTL Ultra Flex, two winning concepts in the funnel. Led comprehensive product development research to ensure products delivered on concept promise.

FOTL Breathable tracking to launch in eight major US accounts as well as Canada and Mexico in Spring 2016, first time the brand has launched a concept across markets (US and Global) and channels (Mass and Mid-tier) simultaneously.

Led communication strategy and packaging development for FOTL Breathable. Packaging scored significantly above norms on key measures of visibility, shelf-impact and consideration.

Launched FOTL Everyday Active to capitalize on Ath-leisure trend and expand brand into blended, feature / benefit driven fabrications. Program is performing 38% better than previous trade-up programs in unit productivity terms.

Launched FOTL Select program at Target to capitalize on opportunity for trade-up growth. Program has expanded from 3ft to 6ft, and provides platform for future expansion.

Identified and implemented channel differentiation strategy which secured placement of core cotton and trade-up / benefit-rich programs across all key accounts / channels.

Partnered with Sourcing and Sales to develop pricing strategies consistent with the value proposition and to meet internal / external mark-up targets.

Led development of seasonal line presentations and selling stories and was lead marketing professional who represented brand at key account calls. Achieved sell-in of 15+ programs over past three years.

PERDUE FARMS, Salisbury, MD 2009 - 2011

New Product Development Marketing Leader (Value Added, Refrigerated & Frozen)

Reporting to Sr. Vice President, developed and implemented new product innovation strategy to achieve Perdue Brand vision and national expansion objectives.

Leveraging comprehensive A&U research, developed innovation strategy that identified consumer segments, need states, innovation platforms and product concepts.

Developed two innovation platforms (Perdue® Simply Smart and Perdue® Café) to drive growth in the frozen and refrigerated cases. Simply Smart idea identified through in-depth understanding of consumers’ health & wellness attitudes and behaviors. Perdue® Simply Smart gained national distribution in new markets, and continues to drive both category and incremental brand growth. As the most successful launch in Perdue history, concept is being leveraged to create a long term product pipeline, and continues to be the focus of television advertising

Fast-tracked launch of Simply Smart line extensions, including gluten free items, to capitalize on momentum.

Fast-tracked launch of new Perdue® Whole Grain Breaded line to capitalize on “better for you” consumer trends. Drove 39% of total U.S. category growth over past 52 weeks with only 16% ACV.

Renovated the “core” through launch of variety of new products as well as revised “nutritious and delicious” positioning and supporting health benefit claims.

T-MOBILE USA, Seattle, WA 2007 - 2009

Marketing Director, Strategy, Planning, Marketing Calendar Development

Recruited by former J&J manager to bring CPG strategy and discipline to wireless environment. Developed marketing capability and drove major planning improvements leading to stronger partnership between Marketing and the Enterprise. Recommended marketing programs to senior management.

Developed and implemented strategic calendar to guide marketing planning and product development. For each calendar window, identified primary consumer target, business objective, category and seasonal insights and strategic theme. This 'ideal calendar' helped to create a unified message that laddered up to overall brand positioning and improved coordination between marketing and the enterprise.

Led complex multi functional teams to develop value propositions for individual calendar windows based on the ideal calendar strategic framework. Included coaching junior marketers, ensuring offers 'vetted' with sales and operations, guiding research and business case development and prioritizing / selecting key messages and offers.

Improved quality of marketing plans via new planning process. Process resulted in stronger offers (+40pts over previous 4 waves) and improved creative lead times (from 12 to 20 weeks) leading to increased opportunities for integration in all mediums / channels.

UNILEVER, Englewood Cliffs, NJ 2000 – 2007

Marketing Director, Lipton Tea (2005 – 2007)

Senior Brand Manager, Lipton Tea (2004)

Revitalized and led $408M Brand with $37M in marketing funds and full P&L responsibility. Managed staff of four direct reports. In collaboration with Pepsi Lipton Partnership, responsible for repositioning, new product innovation and commercialization and business plan development.

Drove 7.0% turnover growth, achieved profit target and increased gross margin +60 basis points in 2006 through launch of margin enhancing innovations and strong execution of the operating plan.

As part of global brand team, successfully repositioned Lipton Brand leading to ‘Drink Better, Live Better’ positioning and ‘Only Lipton can unlock the power of tea’ innovation platform.

Generated $50M in retail sales through launch of innovations that extended brand into different segments. Developed successful value propositions for Lipton Green Teas, Lipton Herbal Teas, Lipton To Go and Lipton Pyramid Teas. All products remain in-market.

Led strategy and creative development of Lipton Live Well Challenge $5MM+ national activation program with national advertising, consumer sweepstakes, promotions, in-store merchandising, public relations kick off on Ellen DeGeneres Show and ten market event tour.

Developed grassroots activation program through sponsorship of TEAm Lipton, only Olympic caliber squad of women’s road cyclists and triathletes in US. Reinforced health and vitality positioning.

Developed key influencer strategy which resulted in successful national launch of first ever Healthy Beverage Guidelines, published in American Journal of Clinical Nutrition, & featured in major national & regional newspapers.

Senior Brand Manager, Skippy Peanut Butter (2002 - 2004)

Managed $225M Brand with $25M in marketing funds. Managed staff of two direct reports. Responsible for repositioning, new product innovation and commercialization and business plan development.

Successfully repositioned Skippy Brand through indepth review of category, competitors and targets. Utilized projective techniques to understand current brand perceptions and conducted primary research with kids/tweens to understand needs and develop concepts. Research led to ‘Fuel the Fun’ positioning and innovation platform. Drove Brand from negative ‘Defender’ positioning to positive ‘Classic’ brand.

Generated $30M in retail sales through successful launch of innovations that took Brand ‘out of the jar’ and into more convenient, relevant forms. Launched Skippy Stix, Skippy Squeez’It and Skippy Snack Bars.

Led development of integrated communications campaign including crafting compelling creative brief and managing idea evaluation. Brief led to masterbrand communication idea including advertising, public relations and promotion. Idea scored above norms in research and in market driving sales and share.

Brand Manager, Brummel&Brown Spread (2001 – 2002)

Managed $50M Brand with $15M in marketing funds. Managed staff of one direct report. Responsible for long term strategy development (portfolio role identification), promotion and planning.

Innovation Manager, Spreads&Cooking Products (SCC) Franchise (2000 - 2001)

Developed ‘kids’ focused strategy. Identified food trends, market size, targeting strategy (usage and communication), and competency requirements/fit (advertising, product and packaging). Identified innovation / positioning platforms based on extensive insight work using nontraditional research techniques.

JOHNSON&JOHNSON Personal Products Company, Skillman, NJ 1997 – 2000

Category Manager, Feminine Hygiene Franchise (1999 – 2000)

Identified initiatives to drive feminine hygiene business at top trade accounts; resulted in franchise's ability to direct shelf/promotion outcomes and achieve sales/share objectives. Achieved series of successive promotions:

Assistant Brand Manager, o.b. Tampons (1998 -- 1999), CAREFREE (1997 – 1998)

EDUCATION

MA, Public Communications, American University Washington, D.C.

Capstone: “We’re All Storytelling Animals – Narrative Paradigm Theory & The Keys to Viral Advertising Success”

MBA, Marketing, Finance & Strategy Majors, Kellogg Graduate School of Management

McDonald’s South Africa, Marketing Intern, Johannesburg, South Africa

BA, Economics, University of California Los Angeles

Awarded UCLA Alumni Scholarship

Dual Italian-American citizenship. C-suite references available upon request.

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