Manager Marketing

Mia Newman

**** ******* ***, ******** **** TX ***59 • Mobile: 512-***-**** ***.******@*****.***

SUMMARY

A motivated marketing professional with a strong passion for understanding the customer and developing data driven insights that can galvanize an organization to execute a strategic marketing vision.

●Success in both large matrixed and smaller more nimble organizations

●Well-versed in all major forms of media outlets including Digital, Social Media Print and Television in the US and Canada

●Expertise in end to end project management within new product development process

CORE STRENGTHS

Consumer & Market Research

Agency Management

P&L Management

Content Strategy

Confident Presenter

Cross Functional Leadership

New Product Development

Packaging Development

Experiential Marketing

IRI & Nielsen Data Analysis

In-Store Shopper Marketing

Microsoft Office Suite

Influencer Marketing

PROFESSIONAL EXPERIENCE

Brand Manager American Licorice Company, La Porte IN 11/2015-3/2017

●Led new product development process and provide direction to cross-functional team to meet needs within the marketplace, including flavor and brand extensions. This includes juggling an average of 20 different timelines and prioritizing organizational resources.

●Launched new seasonal program with new products and merchandising solutions for Halloween and Easter

●Developed new integrated marketing strategy based on market and consumer research data to increase brand awareness and drive trial. New strategy included new creative look and feel, digital, programmatic, SEO, social and experiential campaign elements.

oDrove an 8% increase in sales and a 3pt increase in brand awareness versus previous year

●Generated 16% distribution growth by working closely with sales on key retailer category growth strategies including customer-specific SKUs, packaging and promotions. Key retailers include Sam’s Club, Walmart, Target and Walgreens.

●Drive the strategy and creative look of brands including briefing internal and external agencies, developing timelines and executing integrated programmatic, digital SEM/SEO, social and experiential campaign elements

●Negotiated strategic partnerships with ESPN X Games, Live Nation, AEG and Hangout Music Festival in efforts to increase brand awareness through experiential programs

●Identify new primary and ongoing secondary consumer and category research needs to lead the business into next stages of growth.

oStandardize ongoing monthly dashboard of key business metrics, including category and brand-specific analysis, via IRI data

●Responsible for a team of two Assistant Brand Managers and their personal and professional development

Category & Marketing Manager Wholesome Harvest Baking, Chicago IL 3/2013-8/2015

●Constructed company’s first integrated marketing campaign that drove 15% incremental growth over a 6-month period through in store, out of home and digital activation

●Completed an overhaul of digital presence, including building a new website, creating a social media footprint and paid SEO

●Led strategic communication strategy for Canadian-based brand Tenderflake to gain new consumers and increase purchase frequency among current consumers

oBriefed agencies and evaluated creative and strategic thinking

oExecuted programs through television, social media and shopper marketing tactics

●Created and implemented first cause-marketing program within the In-Store Bakery to support breast cancer research and preventative care across United States

●Managed retail client relationships through project management based on individual business issues or challenges

Brand Manager Kent Corporation, Muscatine IA 10/2011-2/2013

●Developed and executed strategic marketing plans that delivered a 35% growth rate through new product innovation and new distribution

●Designed and executed co-branded experiential mobile tour with the objectives of building brand awareness, driving consumer trial and increasing sales

oImplemented guerilla marketing tactics at local dog parks, community events and animal shelters

oBuilt a microsite for the program (www.MoreTimeWithPets.com), PR and blogger outreach

oAnalyze ROI and other success measures to make future recommendations to Executive Leadership Team

●Responsible for hiring and managing 4 field employees; including development, personnel issues, receiving all reports and being their main point of contact for program

●Introduced cause-marketing related program aimed at supporting regional animal shelters through financial, social media and adoption kit contributions in an effort the increase brand awareness, distribution and sales

Associate Brand Manager WhiteWave Foods, Denver CO 3/2009-12/2010

●Developed base brand innovation strategy based on consumer and category insights to identify new product opportunities; proposed plan to drive 2pt increase in household penetration and 5% volume increase

●Proposed and implemented plan for 2010 holiday season that delivered 50% sales increase to current business

oConceived new products with holiday themed flavors

oDrove the creative direction and copy of packaging development

oDesigned trade programs to drive impulse purchase

oCreated print and digital activation to drive trial and awareness

●Revitalized the look of the entire refrigerated portfolio with new packaging designed to drive increased shelf presence and consumer likability ratings by 2pts in Q4 2009

Assistant Brand Manager Philip Morris USA, Richmond VA 5/2007-2/2009

●Proposed Diamond Sweepstakes promotion that would increase overall response rates by 2-3% based on consumer insights

oSweepstakes became the highest response rate of any PMUSA brand in the last 5 years at 24.1% (3% increase versus 2007

●Delivered weekly and monthly business analysis to marketing and cross functional team that assesses current business situation and projects future business performance visibility, encourage awareness, trial and purchase among competitive adult smokers results; PMUSA avg. response rate approx. 15%, Virginia Slims avg. response rates approx. 20%

Brand Management Intern Philip Morris USA, Richmond VA 5/2006-8/2006

●Performed strategic analysis of menthol category by analyzing IRI data, market research studies and competitive data to identify new trends and volume building opportunities; proposed plan to increase volume by 6% with the introduction of 2 new packings; presented recommendations to senior management (recommendations were implemented in July 2008)

●Developed model that identified geographic markets to best allocate resources when implementing marketing initiatives based on specified criteria

EDUCATION

M.B.A., Marketing Clark Atlanta University

Atlanta, GA

Study Abroad Program Capital Normal University

Beijing, China

B.B.A., Marketing

Texas State University

San Marcos, TX

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