John McCue

*** **** ****** *** #*

San Francisco, CA 94103

646-***-****

ad0350@r.postjobfree.com

Professional Profile

Marketing leader with demonstrated ability to establish powerful brand identities and drive revenue and profit through brand marketing strategy, product innovation and omni-channel consumer engagement. Combination of strategic insight with creative approach has yielded successful track record of results-oriented brand, product and digital marketing programs in beauty and personal care across multiple categories and distribution channels. Experience

FREELANCE BEAUTY CONSULTANT, San Francisco, CA 2018 – Present Provide strategic and actionable consultation to beauty/personal care brands in prestige, mass and professional distribution on brand and channel strategy, short-and-long-term pipeline innovation, new product development processes and go-to-market strategy, planning and execution. JOHN MASTERS ORGANICS, Hayward, CA 2014 - 2017

Chief Marketing Officer

Spearheaded the global development, implementation and management of all brand, product, promotional and consumer marketing strategies for leading, multi-category organic beauty and personal care brand. Key strategic responsibilities included: long-term brand vision, global position and pricing and sales-growth strategies and new distribution opportunities.

• Conceived, developed and implemented innovative marketing strategies, product concepts and promotional programs that reinforced brand equity and organic leadership and drove sales globally by 40% across omni-channel distribution.

• Secured incremental domestic distribution with 850+ doors with Ulta Beauty. Additional domestic distribution included: Whole Foods Market, Pharmaca, Sprouts, salons and spas and flagship store.

• Revamped digital marketing strategy, combining SEO/SEM and email and content marketing programs with engaging content and visuals, resulting in 80% increase in traffic to brand’s website and social media platforms.

• Extended brand into credible adjacent lifestyle categories, growing top line revenue by 30%.

• Developed three-year innovation pipeline and new product launch calendar, re-calibrating launch timelines to coincide with retail partner planogram resets and ensuring efficient go-to-market process.

• Established and published first-ever global brand standards/style guides for brand. CVS/HEALTH, Woonsocket, RI 2013 - 2014

Director, Store Brand Portfolio Management, Beauty, Cosmetics & Personal Care Directed brand management, new product development, in-store merchandising and promotional marketing for portfolio of proprietary store beauty and personal care brands totaling $140M in annual revenue for Fortune 13 leader in drug channel. Proprietary store brands included Nuance Salma Hayek, Essence of Beauty, Make-up Academy, Pop-arazzi, beauty360, Skin + Pharmacy and CVS/health.

• Conceived and implemented strategies in assigned categories to grow overall store brand sales by $1B by 2017 by identifying white space opportunities; redefining brand architecture; developing new brands; refreshing existing brands; creating product, packaging and merchandising innovation.

• Developed from concept to launch six proprietary store brands across all beauty and personal care categories, adding incremental sales of $40M to store brand portfolio.

• Defined and implemented omni-channel marketing, promotional and advertising strategies for new and existing store brand/products, including: in-store signage/displays, direct mail, sampling, web, digital and print advertising, PR, print collateral, social media, Beauty Club loyalty program and internal employee engagement.

• Interfaced directly with celebrity and licensing agent for proprietary celebrity beauty brand.

• Led corporate-wide re-brand initiative across beauty and non-beauty categories, arriving at core store brand identities: CVS/health, beauty360, Good Emblem, Radiance and Abound. AVEDA/ESTÉE LAUDER COMPANIES, Minneapolis, MN 2006 - 2012 Executive Director, Global Marketing – Skin, Body, Spa, Aroma & Makeup Led global brand marketing and product innovation strategies for five categories (skin care, body care, spa, aroma and makeup) accounting for 40% of total Aveda global sales across multi-channel distribution.

• Developed and launched series of treatment skin care lines targeting top-three consumer skin care needs (anti-aging, acne and hyper-pigmentation), strategically combining strong clinical results with compelling ‘botanical’ positioning and industry-first environmental packaging to drive global category revenue growth of 40%.

• Improved Aveda’s professional skin care market share ranking in salon/spa distribution from #3 to

#2 (Kline), driven by brand re-positioning and market success of new treatment skin care lines.

• Grew aroma category by 23% through product innovation and unique consumer benefit: body sprays and candles with functional aromas.

• Streamlined makeup portfolio, reducing sku count by 40%; implemented three-phase re-launch strategy with more productive sku range and interactive display unit, fueling 25% global growth.

• Developed menu of sales tools for business development team to further penetrate the Day Spa market, opening up 70+ new day spa accounts per year.

• Launched Aveda Advanced Spa Academy with Education and R&D teams, offering advanced technical and business curricula for spa owners, estheticians and massage therapists. L’ORÉAL USA, New York, NY 1999 – 2005

Marketing Manager, Fragrance, Lancôme (8/04 – 4/05)

• Directed strategic marketing programs for four fragrance franchises, totaling $103M in annual retail sales. Oversaw $10M marketing budget.

• Reduced fragrance collateral budget by 25%, streamlining counter units, testers and visuals across retailers.

• Led development of five-year brand plans for all franchises, fueling pipeline for market share growth. Brand Manager, Kérastase and L’Oreal Professionnel (8/99 – 3/02)

• Re-introduced mid-tier European professional hair care brand to US salon market, repositioning it as prestige, premium-priced line and establishing ‘treatment hair care’ category in US hair care market.

• Managed reformulation and redesign for US re-launch; new formulas and design became global standards.

• Grew business 125% annually by launching new products and aggressively targeting new salons.

• Held full P&L responsibility; managed $2M budget for marketing, advertising, promotions and education. LOUIS VUITTON MOËT HENNESSY (LVMH), New York, NY 1997 – 1999 Marketing, Public Relations & Promotions Associate, Guerlain, Incorporated

• Conceived Signature Scents for key retail doors, a program of in-store appearances by Guerlain family that generated incremental sales (+125% YOY) and incremental local media coverage.

• Launched new women’s fragrance to US and Canadian press, exceeding sales target by 60% and resulting in 30M media impressions.

• Streamlined charity donation program, cutting administrative and operations costs by 75%. Education

CORNELL UNIVERSITY, Johnson School of Management, Ithaca, NY Masters, Business Administration

YALE UNIVERSITY, New Haven, CT

Bachelor of Arts, English Language and Literature

Interests

Spanish language study (intermediate-level proficiency), recreational swimming.

Contact this candidate