Sales Development

Helen Crutchfield

Email: ****************@*****.***

Cell Phone: 323-***-****

OBJECTIVE: Marketing, Branding & Product Development leadership position

with a consumer products company.

Aderans Hair Goods

2011 - Current

Director of Marketing/Celebrity Brands - LUXHAIR

Created Master Brand LUXHAIR, which features Celebrity Brands - NOW, High

Fashion Wigs & Add-ons By Sherri Shepherd - WOW High Fashion Wigs,

Extensions & Add-ons by Daisy Fuentes & HOW Top-Head Extensions by

Celebrity Hair Stylist Tabatha Coffey.

. Strategic Business Planning & Development

. Manage Annual Marketing Budget exceeding 2 Million Dollars

. Build new department which includes

o Sales

o Brand Management

o Product Development

o Telemarketing support

o Graphic Design

o Web Marketing

. Oversaw Brand Identity & Creative Development

o Packaging

o Website

o Collateral

. Sales & Retail Channel for Multiple Channels of Distribution

o Professional Beauty

o Beauty Supply & OTC

o Shopping Television

o Web

o Direct Response

o Department Store

. Education & Stylist Outreach

o Trade Show

o Video

o Educators

o Self Liquidating Education

o Sales Driven Platform

o Web Education

. Direct all Public Relation Efforts

o Print

o Television

o Trade

o Social Media Platforms

. Initial Sell-in Strategy to Retailers in Multiple Channels

o QVC

o HSN

o Kohl's

o Bloomingdales

o ULTA

. Review all Co-Branding and Licensing opportunities and multi-channel

opportunities

o The View

o MTV

o Kohl's

o Bravo

Kim Vo Enterprises 2006 - 2011

Vice President, Brand Management

Created Hair Care line for Celebrity Stylist Kim Vo and managed all phases

of brand & product development and license from Concept to Counter.

. Created Brand Identity and Packaging for Kim Vo products

o Sourced Packaging in Asia resulting in over 500,000.00 in start

up savings

o Art Directed

. Formulated Product Line and Supporting Color Line, Line Extensions

. Created Sales Material and Field support initiatives

. Created Vocademy Education platform, VoPro community and supporting

Collateral material

o Produce Kim Vo videos in-house saving company over $100,000.00

annually

. Manage all vendor partners: fulfillment center, contract

manufacturing, PR & events.

. Established monthly promo calendar, FaceBook, YouTube and Social Media

initiatives

. Oversee all PR,Social Media, Advertising, New Media, Television and

Talent Agency efforts

o Drove Promotional activity on NBC Today show grossing over

$500,000.00 in sales within a 24 hour period.

o Kim Vo "#1 Colorist in USA" Salon City, "#2 Salon in USA" BE!

Entertainment "Best Blonder in Business" Vogue Magazine, "Best

Colorist in US" Star Magazine

o Conceptual Advisor for Kim on "The Daily 10" E! Television,

"Shear Genius" Bravo

. Review all Co-Branding and Licensing opportunities and multi-channel

opportunities

o Developed co-branded relationships and programs with Mattel,

Barbie, Montage and Light Group

. Oversaw sales, marketing, education, product development:

o Launched Kim Vo Products to 400+ Specialty Retail stores

o Launched 7 National Beauty Distributors within US Territory

o Rolled out Mini-Bar Kim Vo products which are sold in all 4,095

of our partners hotel rooms.

. Strategic Business Planning and Development

o Managed Relationship and Oversaw Salon build with MGM Mirage and

Montage Hotel Group partners

o Secured Kim Talent Representation with Creative Artists Agency

The Sylmark Group 2004 - 2010

Director of Product Management

Strategic Marketing and Planning, Brand Management, Direct Response / DRTV,

Content Development and Production, New Product Development for a portfolio

of Retail and Direct Response Brands with sales of over a $1,000,000,000.00

Dollars: Kim Vo, Walkfit, Walkfit Platinum, Ionic Pro, Ionic Pro Turbo,

Therapure, Miracle Blade 3, Garry, Light Relief, Prosvent, Ultimate

Chopper, Tobi, Bun n' Thigh Roller, Total Trolley and Ab Roller.

. Product development in several categories including, Skincare and

Color Cosmetics, Hair care, Nutrititional supplements, Fitness

systems and Products, Hard goods and Electronics

o Sourcing and developing several products and materials

overseas resulting in over $2,000,000.00 in R&D savings.

. Oversaw and Art Directed the creation of Brand development &

identity in several categories

. Managed team of Product Managers that oversaw all aspects of

Infomercial development, Strategy, Concept, Talent, Script, User

groups, Production, Continuity and Customer retention

. Customer Retention and Continuity Programs and Management

. Oversaw and negotiated New Product initiatives in all categories:

Health & Beauty, Fitness, Housewares and Home Improvement,

Electronics and Self Improvement

. Worked with all departments, legal, production, QA, Customer

Service, Retail

Ignited Minds 1999 - 2004

Traffic Manager

Created Project Management guidelines for all Creative Departments to

effectively meet all Internal and External Deadlines. Responsible for the

management and scheduling all in-house Agency Creative. Worked on creative

launches and initiatives for Sony Electronics VAIO, Activision, Marvel,

Electronic Arts, Microsoft, US ARMY, Vitamin Water, LA Weekly, Intuit and

Loyola Marymount:

. Print & Packaging - Concept, Creation and Print production

. Online - Web Development, Programming and Content Development

. Video - Production and development of film content

. Brand Strategy and Consumer Research

. Focus Group Testing

. Trade Show

o Managed Trade show budgets for E3 totaling over $2,000,000.00

. Licensing

. Pop up Store Development

EDUCATION

Columbia Business School - Leadership Program 2008

UCLA Extension - Marketing & Advertising 2003 - 2006

El Camino College - General 1988 - 1990

REFERENCES

Available upon Request

Contact this candidate