Robyn Rothke Spritzer

North Caldwell, NJ ***** 917-***-**** ad06m7@r.postjobfree.com

Position Qualifications

Strategic Marketing Leader / Integrated Marketing/ Marketing Director with a unique background comprising big company cultures, consulting, and entrepreneurial experience in founding a CPG business. Marketing breadth includes traditional packaged goods brands (Colgate-Palmolive, Unilever, and Mondelez) as well as other industries (Benjamin Moore Paint, MEGA brands, Hayward Pools). Pioneer of integrated marketing plans, brand strategies, research, communications, and media planning.

Core Competencies

Brand Strategy & Positioning

Integrated Marketing & Media Planning

Innovation & Global Brand Stewardship

Licensing, Content & Brand Partnerships

Consumer Insights & Data Analysis

Communications Strategy

Agency & Media Management

Influencer & Publishing Brand / Content Strategy

P&L and Project Management

FMCG, Consumer Products & OTC Expertise

Expertise

Excellent project management and cross-functional team leadership to launch innovations across categories, brands, and industries.

Pioneer of integrated marketing plans, brand strategies, research, communications, and media planning.

Builder of external partnerships with licensors, advertising, promotions, packaging, research, and POP agencies.

In addition to marketing expertise, bring prudent business skills as an entrepreneur with a passion for developing people and driving results.

Selected Accomplishments

Directed Walmart cross-category livestreaming, affiliate & influencer always on and seasonal marketing programs.

Developed Benjamin Moore brand alliance strategy and executions with Pottery Barn, a Primetime TV Show, and Kravet fabric furthering brand affinity with younger households and interior designers.

Drove the $200M innovation strategy for Ragú and Bertolli brands: commercialized first meal solution, Ragú Express ($70M); developed key products including Ragú Rich & Meaty sauce, ($60M), and Bertolli Pesto’s, ($15M).

Led Sesame Workshop FMCG, 3-year licensee strategy including Keebler & P&G/Pampers partnerships.

Reversed –30% declining share and sales for Colgate youth toothbrush market to 40% growth in 18-months through product innovations; integrated marketing plans and securing new licenses: Star WarsTM and Nintendo.

Developed strategic Amazon on-site and AMG advertising programs to support distribution and drive velocity across Pool product categories.

Professional Experience

Sanofi, Consumer Health, Bridgewater, NJ

Interim Senior Brand Lead, Personal Care, ACT & Selsun Blue Jan 2023 to June 2023

Partnered with HCP AOR to develop ACT HCP & ADA content strategy and editorial to secure fluoride leadership.

Managed MLR process for all product claims, content and communications.

Partnered with consumer insights, cross-functional teams, sales strategy, brand and media agencies to explore and implement cost-efficient communications and product strategies to maintain brands’ market position.

Focused on close-in innovation, “brilliant basics” trade opportunities; and consumer connections (emotional and functional) to build brand love and capture fair share of market.

Walmart.com / Walmart, Hoboken, NJ Oct 2021 to Sept 2022

Marketing Consultant – Content to Commerce

Led content, creative and key seasonal and evergreen initiatives production across affiliate and publishing partners, influencers, category stakeholders (grocery, household, Walmart Connect) and leadership.

Collaborated with publishing partners and brand to maximize impact of live events and influencer content.

Delivered data driven strategic direction via development of marketing plan with road map and budget.

Directed integrated, digital campaigns creating positive ROI and client brand love for my clients exceeding KPIs.

Parks & Docks Supply Co, LLC. Fairfield, NJ Mar 2019 to Present

Founder & President

Develop strategic vision for extending family business into ecommerce and new business platforms.

Lead branding, content and ecommerce initiation and execution. Ongoing site management and order processing.

Integrate site with Google merchant, testing and developing Google campaigns.

Initiated Facebook and Instagram pages and communications.

International Delights, Clifton, NJ Apr 2017 to Feb 2019

Director of Marketing

Strategic marketing lead for commercial bakery food service and packaged goods businesses.

Developed the positioning, communications, merchandising and website (all related content) for Oven Delights packaged baked goods differentiating brand for the DSD relaunch into the convenience channel. Debuted at the NACS trade show.

Led the integrated Spread Delights marketing launch into retail, food service, and Amazon FBA. Refocused brand, graphics, positioning, and communications (SEO, Website Content, and Social & Influencer).

Led RFP process and resulting relationships with PR, Guerrilla, Trade Exhibitor and Digital agencies.

Developed brand and innovation plan to assume fresh market leadership, initial focus on the muffin reinvention and related packaging partners.

Hayward Pools, Elizabeth, NJ Jul 2015 to Jun 2016

Interim Marketing Director

Championed brand & product communications across $700M pool equipment business to all end users focusing on insights and USPs vs. technical specifications.

Led print & digital media strategy across portfolio: planning, budgeting, and editorial alignment.

Developed strategic Amazon on-site and AMG advertising programs to support distribution and drive velocity.

Introduced the Expert Line brick & mortar program to differentiate channels and improve relations.

Refocused organization on the “servicer” market based on fundamental research to improve customer experience, increased revenue, and loyalty.

Greater Than One Kids, LLC, Fairfield, NJ Oct 2008 to Dec 2018

Co-founder & President

Conceptualized, designed, sourced, and manufactured patent-pending, stroller accessory and walking rope, Hold-On Handles, $250k in Y2 Global sales.

Managed all sales and marketing initiatives including national accounts management, international distributor relations, trade show planning, web site development and maintenance, social media, and PR (Print, Blogs, etc.).

Mondelez / Kraft Foods, East Hanover, NJ Jan 2010 to Jun 2015

Interim Global Director – Brand & Integrated Marketing Leader

Hired to manage strategic marketing projects across multiple brands. Role grew in impact, taking on leadership roles across a range of critical initiatives and numerous product categories.

Developed integrated marketing/advertising campaigns to support key business unit sales objectives.

Interim Global Gum Director: Led the Trident Global Music Activation program and the Facebook rollout elevating brand relevance with youth market, drove +150% lift during regional promotional periods.

Interim Sr. Brand Manager: Wheat Thins and Premium Crackers. Managed team, budget, graphics, and forecasting. Collaborated with S&OP to manage inventory for declining Wheat Thins and overcapacity Premium businesses.

Interim Director Biscuit: Led all brand and P&L activity for Lunchbox & Kids brands: green packaging (15% savings), digital campaign, budgeting, and planning. Energized Barnum’s business +50% thru seasonal graphics promotions.

Biscuit Channels Marketing: Led I2M process and commercialization of Club (4) and Value (2) products.

Planters® Strategic Initiative: Led premium nut profit optimization. Reversed portfolio profit from -8% to +10%.

Novartis Pharmaceuticals, Whippany, NJ Nov 2008 to Oct 2009

Media Sourcing Lead

Evaluated, negotiated, and contracted first, digital & interactive media roster for all Novartis pharmaceutical brands.

MEGA Brands, Livingston, NJ Aug 2007 to Jul 2008

Director of Marketing

Led portfolio strategic marketing, branding and communications for toy and craft brands valued at $700M.

Led advertising agency (AOR) review, resulting in first NA agency representing all lines for spring launches and peak holiday season communications.

Initiated cross-category brands marketing plan driving brand alignment, project priorities and budget efficiencies.

Benjamin Moore Paints, Montvale, NJ Jan 2003 to Feb 2007

Senior Marketing Manager, Homeowner Market

Managed base premium business strategy and drove new product platforms for the $400M interior and exterior luxury paint business, homeowner segment.

Directed all premium product innovations from concept to national launch.

Conceptualized and launched the 2 oz. Color Samples program. Annual sales exceeded the company’s forecast by 200%. Drove $15M in unit sales, retail customer acquisition, merchandising, and +5% premium paint sales.

Led $100M Benjamin Moore Aura Paint launch from idea inception to launch in collaboration with the tech team.

Initiated all marketing efforts: brand positioning, naming, packaging, color collection & inspiration, and media. Led development of all color and product content.

Prior Experience

Unilever Best Foods, N.A., Englewood Cliffs, NJ: Innovation Brand Manager, Savory, Sauces

Children’s Television Network (CTW), New York, NY: Director of Licensing, Packaged Goods Consumer Products

Colgate-Palmolive Company, New York, NY: Product Manager, US Oral Care, Children’s Toothbrushes

Education

NYU, Stern School of Business, New York University, New York, NY Sept 1994 to Jun 1996

Masters of Business Administration, Marketing and Finance

University of Michigan, Ann Arbor, MI Jun 1987 to May 1991

Bachelor of Arts, Organizational Behavior

Tel Aviv University, Overseas Student Program, Tel Aviv, Israel Jan 1990 to Jun 1990

Rutgers Business School, Mini MBA Digital Marketing, Executive Education, New Brunswick, NJ May, 2014

Academic Achievements

Stern Merit Scholar

NYU President’s Awards, Leadership

NYU, Stern Guest Lecturer, Brand Management

Professional Recognition

Recipient of the Huggies® Mom InspiredTM Grant (1 of 12 of 12,000 applicants)

Unilever Silver Path to Growth Award, Ragú Express

Colgate Best of the Best Global Promotions Award

Silver Point of Purchase Association Institute Award

Interests

Volunteering: American Red Cross, Disaster Action & Mass Care Teams

Baking, Entertaining, Binging Foreign TV Series, Health & Wellness

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