DANA MITCHELL

acyyz4@r.postjobfree.com ** East **th Street Huntington Station, NY 11746 631-***-**** 1

PROFESSIONAL PROFILE:

Accomplished Brand Marketer with a proven ability to develop and implement sales and marketing strategies that support business and financial objectives. With almost 20 years of experience managing businesses ranging from $95 million to $150 million, in progressively responsible areas of brand management and business development. AREAS OF EXPERTISE:

Communication and Organizational Skills Integrated Marketing Planning Market Trends and Consumer Needs Brand Building Multimillion-Dollar Operating and Capital Budget Administration PROFESSIONAL HISTORY:

LASSONDE Apple & Eve, LLC Apr 2012 - May 2016

Director of Marketing

Lead Apple & Eve base business ($150MM) from strategy through execution, with responsibilities for brand planning, forecasting, consumer promotion and new product innovation. Achieved outstanding sales growth of 9% vs. flat segment performance of .03%

Developed and executed marketing strategy; developing specific plans, initiatives, and budget requirements to supercharge the growth of the business

Drove insights to action through deep analytics of the beverage category using IRI data, macro-trends, competitive landscapes, assortment optimization and shopper trends

Lead the development to evolve and refresh the entire Apple & Eve portfolio brand graphics, utilizing consumer insight driven by Qualitative and Quantitative research

Enhanced company’s online platform through website redesign, targeted social media and loyalty program

Developed strategy and communication pillars to create a cohesive narrative and approach for the Apple & Eve brand; increasing Facebook fan base growth from 32,000 to over 600,000 in two years while maintaining strong fan reach and engagement

Designed and launched the Apple & Eve loyalty program, “Core Crew” and grew to 1,000 members in less than a year with a content share rate of 20%

Provided strategic oversight for new product ideas and/or recommend improvements to current product mix to enhance or maintain brands market position including concept, package development, testing plans, advertising, and promotion

Maintained & monitored product SKU rationalization, key benchmarks (business processes, product performance & product performance gap in market) and ROI to identify opportunities & make recommendations for changes, new features & products DM Consulting 2010 - 2012

Marketing Consultant

Developed cohesive marketing strategies with comprehensive promotional, advertising (commercials, print and digital media), and sales support materials such as POP and sales kits

Recommended changes and improvements in assigned product lines through data gathered by contact with customer base

NBTY, Inc. 2003 - 2010

Senior Brand Manager, 2007 - 2010

Brand Manager, 2005 - 2007

Associate Brand Manager, 2004 - 2005

Assistant Brand Manager, 2003 - 2004

Led the Sports Nutrition powder business (MET-Rx, Pure Protein, Body Fortress) Brand and Marketing strategy, P&L Management, Inventory Control and new Product Development ($95MM). Achieved exceptional sales growth of 20%+ sales growth

Implemented insight driven rebranding of the Body Fortress portfolio and delivered sales growth of 185% to over $66MM

Successfully launched Pure Protein powders in FM ($11MM), garnering 20% market share within two years DANA MITCHELL

acyyz4@r.postjobfree.com 34 East 19th Street Huntington Station, NY 11746 631-***-**** 2

NBTY, Inc. continued:

Partnered with cross-functional teams through the product development lifecycle in creating new products from start to finish - managing a variety of functional departments including design, development, marketing and sales

Established and managed every aspect of a B2B division for MET-Rx including Product Development, Marketing, Sales Strategy, Customer Service and Order Fulfillment; generating $7 Million in sales within three years. Managed 6 direct reports and cross-functional team of 15+

Managed $6MM annual Marketing budget and oversaw the creation of all multi-media communications content for TV, print, collateral materials, digital media and sales presentations

Created and implemented PR plans/messaging for: internal communications, media outreach, product launches, CSR programs, crisis management, social media

Successfully partnered with sales team to recommend and implement brand strategies, programs and objectives to meet growth targets in all retail channels

Monitored inventory, prepared forecasts and recommended production quantity changes to ensure brand profitability

Eight In One Pet Products 2002 - 2002

Product Manager

Managed the Bird & Small Animal segment, originated and tracked deadlines for marketing, packaging and product development

Played an active role in the development of long-term marketing strategies Avon Products, Inc. 2000 - 2001

Global Associate Marketing Manager

Developed international category mailings to solicit interest for new products

Analyzed market research for competitive products (share data and trends, advertising and promotional activity)

California Fragrance Co. 1999 - 2000

Product Development Manager

Led and implemented innovative approaches to improve product development processes to ensure effective time- management and budget compliance

Developed collateral materials, product labels and plan-o-gram layout

Sourced and developed cost-effective, diverse packaging

Devised copy for product packaging, collateral and product information Gryphon Development 1993 - 1996

Product Development Supervisor

Directed the product, color and fragrance development of Toiletries and Home Fragrance products for Bath and Body Works, Victoria’s Secret, Target and Disney.

Developed propitious relationships with contract suppliers and fragrance houses SKILLS:

Proficient in Word, Excel, PowerPoint, Adobe, Quark, AS400, Pro Diver and Discovery Inventory Software, Lotus, Microsoft Office, IRI Advantage Pro, Google Analytics, Google Adwords EDUCATION:

University of the State of New York, Albany

Bachelor of Arts, Psychology, 1991

INTERESTS:

Leadership, Emotional Intelligence, Art, Nutrition & Fitness

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