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Marketing Director

La Cañada Flintridge, California, 91011, United States
May 20, 2017

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Susannah Kim, MBA La Canada, CA 91011

(818) ***-****

Summary: Transformational Branding Leadership

Award winning, passionate marketing professional with experience in Fortune 100 and mid-sized companies. Expert at branding, strategy, digital, social media, SEO, SEM, food, beverage, infant and pet consumer products. Successful at building, mentoring and managing high performance teams, establishing long-term strategic relationships, and developing new products. Fluent in Spanish, Korean, and conversant in Italian, easily adapts marketing plans into multicultural marketing.

Career of Continuous Value-added Growth & Profitability

BEACHBODY, LLC ($1Bn makers of P90X), Santa Monica, CA 2014 to Present

Sr. Brand Manager, Nutritional Supplements

Brand lead for the supplement business, developed in 7 months the comprehensive launch of a new brand of supplement system called Beachbody Performance, which brought $31MM in net revenue in Y1 with YoY growth of +33%. This new brand created a positive halo effect on Beachbody’s corporate brand, as a more complete and accessible solution to fitness and health.

Contributed to the 3-year Innovation Plan, sizing new opportunities, creating the supplement portfolio strategy and leading the charge in SKU rationalization for a more profitable overall business.

Led marketing strategy and cross-functional teams to ensure world-class presence of Beachbody Performance premium supplements, which includes public relations, social media, affiliate marketing and online acquisition, and the overall marketing plan.

Coached and mentored team towards their individual potential, for greater brand business ownership and international expansion strategy into Canada, the UK and Germany, while simultaneously growing the domestic business through partnership with the IRONMAN North America, product line extensions, flavor extensions and package extensions, and otherwise leveraging internal resources for optimal growth.

NATROL, INC., Chatsworth, CA 2011 to 2014

Sr. Brand Manager, Natrol

As highest marketing executive reporting to the General Manager, developed and managed portfolio of vitamins and supplements for mid-sized global company through organic growth and M&A, managing directly 85% of company’s revenue stream to 20-35% growth, exceeding vitamin category growth by 300%.

Hired, trained and coached marketing team, and managed cross functional teams, to deliver corporate objectives, sales budget and company profit hurdles.

Conducted market research, competitor reviews, and sales data analysis to launch new product line of Fast Dissolve tablets and gummy supplements for adults and children into national retail distribution. Supported launch through integrated marketing plan that included national television, print advertising, digital, web and sampling, resulting in products with POS growth surpassing category growth by +21%.

Spearheaded social media strategy, integrating Facebook, Instagram, Twitter, YouTube and Pinterest with corporate website, increasing user engagement 10-fold and implementing cost-effective consumer research that saved 8% of marketing budget year over year.

ANTHONY, INC. (NYSE: DOV), Sylmar, CA 2009 to 2011

Director of Global Marketing

As head of Global Marketing department for a $250 MM North American market leader in commercial refrigeration, developed marketing strategy. Managed return on investment (ROI) of all marketing, sales and trade investments to maximize EBITDA of the company.

Updated company logo and corporate presence, which won the 2011 REBRAND 100® Global Award. Trademarked the new logo around the globe, took legal action against competitor violation, and otherwise protected $28 MM asset.

Utilized search engine optimization (SEO) tactics and Google Analytics to increase web traffic by 49%, and then converted web visitors into ecommerce customers. Initiated and launched online parts store for $16 MM incremental revenue per annum.

COCA-COLA NORTH AMERICA (NYSE: KO), Los Angeles, CA 2008 to 2009

Brand Marketing Manager-Sprite & Flavors

Managed the Sparkling Flavor Portfolio in the West Region. Accountable for region volume and market share targets for the following brands: Sprite, Fanta, Vault, Fresca, Barq’s, Tab, Pibb and Seagram’s.

Leveraged internal insights on Sprite performance in China to convert Chinese-American consumers to Sprite. Raised Sprite share in participating retailers by +0.30 and raised Sprite 2L volume by +5.9%.

Secured retail partner for every media market during 2008 Olympics. Established communication process and timeline for future media programs to meet customer needs on a timelier basis. Olympics program resulted in incremental 23K cases and Coca-Cola North America share swing of +1.7 (vs. Pepsi’s -0.9).

Created and led Halloween program that bundled Fanta with pumpkins and Halloween candy, driving incremental volume of 19K cases on display at grocery channel.

PHARMAVITE, LLC, Northridge, CA 2006 to 2008

Customer Marketing Manager

Supported top grocery accounts by providing recommendations and post-event analyses on trade promotions, resulting in an ROI improvement of 44% and an increase of 177% in profit versus previous year.

Managed $10 MM trade funds and collaborated with Sales Directors to forecast trade spending and incremental revenue on a quarterly basis, improving trade efficiency by +9%.

Initiated joint venture with Kroger, leading a cross-functional team to set up a third party co-packer and aligning legal, credit, financial and logistical terms among the three entities. Event was part of the largest promotional month in the history of Pharmavite, LLC at Kroger, and brought in $1.2 MM incremental business with annual repeats.

MARS, INC., Vernon, CA 2006

Sales Planning Manager

Responsible for the development of in-market sales programs, covering base, promotional and new item launches for $159.5 MM pet treat segment. Designed new programs and developed promotions for Pedigree, Whiskas and Schmackos brands.

Led cross-functional team to launch Whiskas Temptation Mega Bag, which brought in $4.4 MM of incremental sales to pet segment.

Contributed to the introduction and integrated customer sell-in of The Good Life Recipe brand of dog/cat treats, one of the largest new product launches in the company’s history, with forecasted year-one sales of more than $150 MM.

DISCUS DENTAL, (NYSE: PHG), Culver City, CA 2005 to 2006

Marketing Coordinator

Assisted introduction of BreathRx oral hygiene brand into consumer market.

Managed bills of material, analyzed and reported cost of goods, and offered process recommendations that yielded more than $1 MM in savings to the company.


Masters in Business Administration, Marketing

Pepperdine University, Malibu, CA

Bachelor of Arts, Psychology

University of California, Los Angeles (UCLA), Los Angeles, CA

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