Sales Marketing

GABRIELLA CHESSMAN

***********@*****.*** 631-***-****

SENIOR MARKETING & SALES EXECUTIVE

Dynamic Marketing/Sales Strategist with 20 years’ experience shaping, launching, and managing new products that dominate ultra-competitive marketplaces and position corporations for accelerated, sustainable growth. Proven ability to command full spectrum of marketing mix and build targeted, market-driven strategies aligned with consumer behaviors. Leverage analytical acumen, creativity, and decisive leadership to instill atmosphere of innovation and focus on operational excellence. Build and manage strategic alliances with internal partners, agencies, and clients.

Areas of Expertise:

Product Marketing Brand Positioning Budgeting, Forecasting & Reporting Channel Development Sales Growth

Market & Competitive Analysis Business Development Vendor Relationships Consumer Loyalty Merchandising

Cost Containment Client Retention Ecommerce Staff Leadership Social & Digital Marketing Revenue Generation

PROFESSIONAL EXPERIENCE

Embrace Pet Insurance, Cleveland, OH 2016 to Present

US pet insurance company known for providing exceptional coverage and strong customer service.

Vice President of Sales & Marketing

Serve in executive leadership capacity to define and oversee execution of B2C and B2B marketing and sales effort. Direct marketing and sales teams that engage and secure business from professional community and business owners. Drive digital programs that facilitate growth via quote engine enhancements and SEO and SEM efforts. Lead team of 28 and multi-million-dollar budget.

Conceptualized 3-year sales plan to achieve short- and long-term growth objectives, which included digital marketing initiatives and A/B testing.

Directed launch of new consumer-facing website and expansion channel focused on driving engagement from corporate HR departments.

Realigned sales territories to achieve operating efficiencies, an effort that contributed to 27% increase in new policy sales for 2nd half of 2016. Also, grew policy sales by 19% from June to December 2016 vs. same period in 2015.

Delivered greatest sales month in company’s history in January 2017 to achieve 26%+ in new policy sales vs. same period in 2016.

Mentored, managed, and motivated team, including overseeing development plans to improve performance. Established compensation structure for sales and marketing teams, as well as management-level employees. Fostered environment dedicated to exceptional performance results.

The OurPet’s Company, Fairport Harbor, OH 2012 to 2016

Developer and marketer of high quality innovative brands in support of improving health, safety, comfort and enjoyment of pets.

Vice President of Marketing

Developed and led execution of strategies to market pet products via leading North America retailers. Oversaw strategic program development, resulting in product sales to company’s leading accounts, including Walmart, PetSmart, and Petco. Inspired and directed 8 staff; managed and reported on $3.5M budget. Evaluated and issued decisions regarding licensing opportunities, new product launches, market penetration efforts, and product acquisitions. Member, senior management team. New Product Showcase Award: Best New Cat Product – SuperZoo 2015.

Led sales efforts, resulting in developing new business and driving 30% increase in Walmart business in 2013.

Consolidated portfolio to provide focus and consistency around brand building and management.

Developed and executed new marketing plans to generate additional business from leading pet retailers.

Identified, interviewed, hired, and trained new staff after departmental reorganization. Established performance metrics and promoted accountability for results, resulting in motivated employees focused on goal attainment.

Spectrum Brands, Islandia, NY 2009 to 2011

Leading global manufacturer and marketer of pet supplies with $500M+ in annual sales. United Pet Group Division.

Marketing Director

Drove development and marketing positioning of 8 consumable pet product categories totaling $210M+ sales to fuel revenue and profit growth. Managed product engineering, competitive analysis, market intelligence, lifecycle and brand management, pricing, promotions and advertising. Forged relationships with shared sales team to manage retail, mass, food, and pet-specialty key accounts. Adjusted marketing strategy to meet competitive marketplace needs. Managed 5 direct reports and reviewed performance against corporate objectives. Maintained $3.5M marketing budget.

Achieved annual sales and profit goals for 8 business segments through product conceptualization, testing, research, pricing, packaging, and sales presentations. Partnered with supply chain and manufacturing teams to deliver 5.5% cost savings and gross margin improvements.

Amplified Pet Healthcare sales 36% at mass retailer in 1 year through product introductions and marketing support.

Raised online traffic and customer base 112% by re-launching consumer websites for 2 key brand initiatives.

GABRIELLA CHESSMAN Pg. 2 ***********@*****.*** 631-***-****

Hi-Tech Pharmacal, Amityville, NY 2007 to 2009

$35M+ developer and marketer of over-the-counter products for diabetes, pain, and allergies. Healthcare Products Division.

Senior Marketing Manager

Developed marketing strategies for 5 product categories encompassing $18M in sales. Collaborated with R&D, sales, design, packaging, market research, finance, and operations to design and integrate 3-5-year product roadmaps. Led product R&D process to uncover consumer segments and craft targeted marketing programs across multiple channels. Elevated brand awareness and harmonized messaging across all product lines, promotional materials, and events. Managed 3 staff; held P&L and inventory accountability. Presented financial status reports to executive team.

Rebranded 25-year-old drug product with new packaging that increased sales 10%+ and repositioned brand as #1 in its category.

Improved P&L margin 3.8% by reducing costs in #1 product line.

Lifted new allergy segment sales 68% in test market through TV ad campaign aimed at retailer acceptance.

Land o’ Lakes Hicksville, NY 2002 to 2007

Manufacturer and distributor of dairy desserts and snacks with 400+ employees and $170M in annual revenue. Kozy Shack Division

Marketing Manager (2004 to 2007)

Promoted to direct growth strategy and brand positioning of $150M+ refrigerated desserts product line. Managed $13M annual marketing budget and 3 direct reports. Partnered with sales managers to create targeted programs for consumer segments and special trade channels to maximize long-term trade objectives. Optimized financial resources, forecasted national market prospects, and aligned performance with corporate objectives.

Increased U.S. household penetration 27%, brand awareness 23%, market share 36%, and revenue 50%.

Increased web traffic 87% through monthly email newsletter and rebranding site as a value-added recipe resource.

Launched fruit juice-based gel marketed to school-age children on time and within budget.

Introduced flan product to penetrate growing Hispanic market.

Associate Marketing Manager (2002 to 2004)

Directed strategy to propel $150M+ Refrigerated Desserts product line to U.S. and Canadian markets. Directed product launches from concept through release, including R&D, segmentation, post-roll-out evaluations, packaging, advertising, consumer promotions, PR, and distribution. Selected and oversaw contracts with external advertising and promotions agencies.

Launched specialized No Sugar Added pudding product targeted to adult diabetic population that captured $35M sales in just 18 months.

Slashed 7.2% operating and R&D costs for single-serving pudding line.

Enhanced marketing processes through systematic learning, mentoring, and measurement tools.

Remy Cointreau, Inc. New York, NY 1997 to 2000

Premium marketer of wine & spirits with over 200 employees and $500M+ in annual sales.

Advertising and Promotion Analyst

Recruited to analyze and manage the budgeting, forecasting and planning of $49M A&P spending for the Marketing and Sales departments. Partnered with key stakeholders of each functional area to ensure that spending was properly classified by brand, market and type and remained within the scope of approved budget plans. Successfully captured critical financial information for national accounts (restaurants/bars), including revenue-generating volume and per case costs by location. Created a methodology that accurately measured sales volume and results for a nationwide $3M+ programming budget.

Improved communication between marketing and management team members by implementing Lotus Notes-based application of data information exchange, standardizing program approval and spend process to pave way for sales and marketing growth.

Standardized marketing activity coding system that enabled accurate, up-to-date evaluation of A&P expenditures.

Implemented and communicated corporate bonus plan structure, delivering an application that efficiently tracked monthly results and provided data in format that motivated sales and marketing staff to achieve budgeting targets.

EDUCATION

MBA – Marketing Management & Corporate Finance – Pace University – New York, NY

BS – Business Administration – Marketing and Advertising – Long Island University – Brookville, NY

Member – American Marketing Association Member – American Management Association

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