Strategic Marketing Leader Driving Innovation in Beauty & CPG

Key Strengths

New Product Development/Marketing - Led new product development process for Lancôme, Calvin Klein & Chanel, and other global CPG brands, from initial inception managing all aspects of development, including concept, formula, packaging, consumer research, product testing, sales & training support and merchandising/collateral development. Developed all positioning, claims, copy and advertising.

Insight & Research Focused - Expert in researching and identifying new opportunities based on unmet consumer needs and insights, trends, competitive activity and market gaps. Skilled in both primary and secondary market research, including qualitative (focus groups, brainstorming sessions, home usage studies, etc.) and quantitative (segmentation studies, product testing, concept analysis, surveys, etc.).

Brand Management & Brand Development - Global marketing experience in all areas of the marketing mix - new product development, brand and concept development, positioning, advertising, promotions, sales/training support, forecasting, and P&L management.

Digital Marketing & E-Commerce- Creating the entire path to purchase from development & concepting to execution. All aspects of digital marketing such as branded & unbranded websites, landing pages, paid search/display ads, SEM/SEO, applications, social media advertising/programs, point of sale displays, print, catalog and TV/video.

Personal Care Category/Brand Experience: Skincare, Cosmeceuticals, Color, Body, Fragrance, Hair Care, Consumer OTC (Acne, Antibacterial, Suncare). Brands: Avon, Calvin Klein Fragrances, Chanel, Frederic Fekkai, Helena Rubinstein, Lancôme, L’Oréal, Neutrogena, Suave, Unilever.

Professional History

CPG / Beauty Marketing Experience

UNILEVER, New York, NY – Consumer Products

Brand Manager, Global Marketing

Developed and managed all global marketing programs for cK one and Eternity franchises ($500 MM WW) working with global affiliates in Europe, Asia and U.S. Created, developed and managed the implementation of all seasonal programs, including gift sets, sampling vehicles, collateral and merchandising. Initiated and supervised development of new fragrances & formulations.

Created new ad campaign for cKOne reinvigorating the brand.

Initiated an analytically-focused strategic planning process (for first time) which resulted in a significantly improved, more quantitatively-focused brand planning process.

Managed and developed the saleable business through new product development, repackaging initiatives, cost-saving efforts, etc.

L’ORÉAL USA, New York, NY

Marketing Manager, Helena Rubinstein

Developed and managed all U.S. marketing programs for the makeup category (300+ skus ~ $5MM), including advertising, POS merchandising, collateral, and promotional activity.

Working with International HQ in Paris, developed and launched over 20 new products.

Orchestrated and supported Brand launch in new distribution in key cities (New York, Miami and Las Vegas).

Product Development Manager, Lancôme

Responsible for all new product development for skincare, bath & body and sun categories ($300 MM category), managing all aspects of development, including concept, formula, packaging, consumer research, product testing, sales & training support and merchandising/collateral development. Chaired U.S. and International R&D meetings on all new treatment product development. Planned and managed all category market research and consumer testing (30+ tests), including large scale product/concept tests, focus groups and brainstorming sessions

Created and launched over 50 new products. Increased category sales by double digits.

Launched the most successful anti-aging product in Lancôme’s history, Vitabolic, creating a new category in the prestige market. Generated over $45 MM at launch and voted Best New Product Launch of the year.

Worked jointly with our international team in Paris, to create and launch a line of skincare targeting a new and unserved segment in the market - women 40+- addressing a key gap in the market. The line we launched, Absolue, remains successful to this day.

CHANEL, New York, NY

Marketing Assistant, Frederic Fekkai Beauté

Responsible for product development, product testing & research, salon & spa furniture & sourcing, and assisting the General Manager and marketing team.

Member of the original development and launch team for the new Frederic Fekkai Beauté brand of color cosmetics, skincare and haircare lines. Assisted with product development and creation of hair care, color (makeup) and accessories line. Line was sold to P&G in 2008 for estimated $400 MM.

Advertising/ Consulting Experience

Omnicom - Cline Davis & Mann, New York, NY - Pharmaceutical advertising agency

Vice President, Associate Director, Business Development

Led new business efforts for the CDM Group divisions, including CDM NY, CDMi, CDM Princeton, CDM World Agency, etc. Led internal teams, consisting of Managing Partners, SVPs, Creative Directors, etc., through the entire pitch process from RFI/RFP to live pitch presentation. Responsible for leading and directing initial ideation, strategy, creative development, and final pitch presentation.

Led teams to a 75% win rate annually, winning brands for key accounts such as Novo Nordisk and J&J.

Managed pitches for multiple therapeutic categories, including Oncology, CNS, Diabetes, Infectious Diseases, and Dermatology, in both HCP and Consumer accounts.

LBI, New York, NY (now Digitas/LBi) - Interactive advertising agency

Account Director, Pharmaceutical Practice

Led the digital advertising account (digital AOR) for BMS (both DTC and HCP categories) for the Virology category (HIV and Chronic Hepatitis B). Assisted in new business pitches for new healthcare accounts

Tripled account growth from 2008 base of $1.5MM to over $6MM.

Created 1st category wide professional e-business strategy for HIV franchise, including 3 month long strategic planning process and strategic recommendations across the BMS HIV franchise and Gilead joint venture.

Created a disease education conversion campaign for Baraclude which included unbranded disease education website, brand.com, and online/offline CRM campaign

Developed and managed the integrated launch working with 8 partner agencies, for the Reyataz Photo Contest; included launching the first 5-phase website for BMS, which included online contest submission of photos and videos, an online voting site and CRM campaign.

Managed cross-functional internal teams (Creative, Delivery, Strategy), launching over 25 projects in one year.

Omnicom - HYPHEN DIGITAL, New York, NY - Interactive pharmaceutical advertising agency

Vice President, Account Director

Senior leader of the account team providing client service for all lead accounts and new business.

Managed the interactive team for the global relaunch and U.S. product launch for Evolence, a new skincare aesthetic medicine brand from J&J. Led the interactive team creating, developing and launching the consumer and professional websites for this global brand.

Created a social networking site for USON, the largest US professional medical network of oncologists. Conducted member-wide research, competitive landscape analyses, and created business plans to support strategy and tactics to launch.

FAITH POPCORN’S BRAINRESERVE, New York, NY - Strategic marketing consultancy

Lead Consultant, Consumer Practice

Client services director for this leading marketing consultancy.

Grew business with J&J converting a one time workshop on Boomers & Healthcare into a multi-year assignment on Helping Boomers Prioritize Healthcare in a new Consumer-Driven World. Working closely with C-Suite executives at divisions across J&J, led the research and analytical framework to create an attitudinal segmentation that would be relevant to almost all of J&J’s therapeutic categories. Project resulted in a prioritized targeted segmentation and innovative communication strategies. Socialized insights to C-level leads throughout all sectors of the company. Successfully increased project deliverables and sold follow-up assignments.

Led portfolio positioning and segmentation project for the hypertension category for Novartis, providing a strategy to launch newer technologies without cannibalizing existing brands. Created portfolio architecture based on the concept of “Keep Life Flowing.” Company adopted a similar version resulting in increased brand equity and clarity of purpose.

Managed several high profile consumer positioning and segmentation projects for J&J, targeting Gen Y-ers, including repositioning Neutrogena and expanding positioning and targeting of Splenda to female Gen Y-ers. Selected to lead follow-on workshop with Neutrogena team helping them integrate new learnings & Insights into current products in development.

Education

NEW YORK UNIVERSITY Leonard N. Stern School of Business, New York, NY

Master of Business Administration. Dual major in Marketing and Management.

HARVARD UNIVERSITY, Cambridge, MA

Bachelor of Arts, English and American Literature and Language. Graduated with honors (cum laude).

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