Fueling Company Growth by Igniting Brand Awareness, Demand Generation, and Sales Revenue

20+ years of innovative B2B and D2C marketing expertise across organic and paid approaches, harnessing the power of retail, e- commerce, social, television, and publication channels. Strategic partner to executive teams; close collaborator with product organization, advising on new products and go-to-market strategies. Leverage a data-driven marketing approach, grounded in market, consumer, and campaign insights, to reach and resonate with various target audiences and generate double-digit sales growth. History of transforming marketing organizations as a change catalyst, fostering collaboration and innovation. Brand Marketing Product Marketing Brand Building Branding Positioning Strategic Vision Strategic Planning Marketing Plans Business Planning Analytical Skills Go-to-Market Strategy Product Management E-Commerce Budget Management Team Leadership Team Building Recruitment Training Coaching Mentoring Professional Experience

LION BRAND YARN, Carlstadt, NJ

America's oldest craft yarn company with 80+ active yarn families. Privately-held company. Chief Marketing Officer 2017 – Present

Own the enterprise B2B and D2C marketing strategies, campaigns, 20-member marketing organization, $1.5M marketing budget, and

$2M operational budget. Work closely across the executive team to align strategies and position marketing as a strategic partner and industry thought leader. Build integrated, multi-channel marketing plans backed by market and consumer research to drive brand awareness and market penetration. Optimize campaign performance and user engagement by applying analytical insights. Define team priorities, standards, best practices, and processes. Serve as Chair of Craft Yarn Council. Organizational Leadership

Transformed marketing into a competitive company differentiator and garnered recognition by top retailers as a best- in-class department. Evolved creative services department into one of the top marketing teams in the craft industry. Upgraded talent, fostered a culture of collaboration and trust, and masterminded brand strategies.

Built marketing into Center of Excellence (CoE) to review and translate trends and consumer insights into commercially- viable opportunities, collaborating with marketing and retail counterparts to drive progress on marketing campaigns. Marketing Impact

Fueled 300% e-commerce growth by heading e-commerce strategy. Orchestrated high-impact e-blast campaigns and launched a promotional calendar to appeal to customers at intervals across the buyer journey. Leveraged analytics to optimize decision-making and performance; modified promotional cadence and content management system (CMS).

Drove 28% sales growth by strengthening customer-to-customer marketing. Spearheaded blogger-centric promotions and products and leveraged social channels to actively promote branded products.

Grew member enrollment by fostering partnerships with companies, including Hallmark and Kendra Scott Jewelry; implemented leading industry research for the first time in 5+ years as Chair of Craft Yarn Council.

Connected with a diverse consumer base by championing company’s focus on diversity and inclusion.

- Built public relations strategy and campaigns that embraced diversity, inclusivity, and issues impacting country.

- Marketed new Skein Tones line.

- Engaged with “It Gets Better” campaign to connect brand to LGBTQ youth and support mental health.

Elevated appeal to the next generation of consumers by aligning pop culture with the traditional crafting category.

- Enlisted agency assistance and shaped a campaign around current events and pop culture.

- Gained placements in pop culture publications, including Daily Mail, People Magazine, Entertainment Weekly, and Women’s Wear Daily; presence on Good Morning America and Entertainment Tonight; and secured licensing deals with Netflix (Schitt’s Creek and Stranger Things).

- Attained retail placement at major accounts with kits, patterns, and products for 2023.

Promoted company’s commitment to social good while creating connections with knitting and crocheting by forging strategic partnerships and campaigns with non-profits, such as Warm Up America and Knit the Rainbow. Architected partnership with Vanna White to raise $2M for St. Jude’s Hospital. Engaged with #HatNotHate anti-bullying initiative. Richard Simon Ezra

CHIEF MARKETING OFFICER

Randolph, NJ

917-***-****

ad0xnq@r.postjobfree.com

linkedin.com/in/richardezra

ASTOR CHOCOLATE, Lakewood, NJ

Leading purveyor of gourmet chocolate for over 60 years, servicing specialty retailers in diverse industries. Vice President, Marketing 2013 – 2017

Envisioned and led marketing strategy. Oversaw business and market development, including market research and coordination with sales to evangelize brand message. Directed 17 staff in creative concept, product development, and digital and social media activities. EK SUCCESS BRANDS, Clifton, NJ

$300M creative consumer products company. One of the top manufacturers of scrapbooking and craft products. Senior Vice President, Marketing 2007 – 2013

Spearheaded B2B and B2C product marketing, public relations, brand development, social media, and communications, leading a 21-member team and $7M budget. Conceptualized and oversaw digital, social, and print marketing, branding, merchandising, communications, and advertising programs, driving revenue through retailer and e-commerce channels.

Powered a double-digit spike in online sales through digital marketing, merchandising, and roll-out of a new content distribution platform.

- Marketed to new and existing subscribers, promoting “DIY at your Doorstep” model for direct-to-consumer craft kits that continue to grow recurring revenue.

- Inspired and educated consumers via spottedcanary.com, including a social media component; integrated shopping list for online purchases and provided product information at retail locations.

Drove multi-channel strategies, addressing all consumer touchpoints through signage, visual merchandising, and in- store education efforts. Optimized in-store sales by monitoring consumer drivers.

Backed the success of go-to-market strategies by introducing shopper marketing and visual merchandising components.

Multiplied impact through retailer partnerships for multi-channel marketing strategies and social media campaigns. Piloted Pinterest platform for Amazon.com and Walmart.com. Developed programs with HSN, QVC (UK), and Martha Stewart.

Propelled retail sales through national retailer programs, including with Martha Stewart Crafts and American Girl Crafts.

Increased brand equity by directing and leveraging a brand equity study to develop focused brands aligned with consumer drivers and spending habits; communicated brand value proposition.

Key role in aligning new products with consumer trends. Infused consumer insights into product development strategies.

Revitalized an underperforming business unit by realigning marketing roles with business and customer needs.

Established a meaningful and lasting brand image for portfolio of brands to both trades and consumers. Consolidated 13 distinct websites onto a consistent platform.

Vice President of Innovation 2006 – 2007

Partnered with senior management to create the innovation division and owned leadership of the innovation strategy. Devised and staffed a ‘Fast Track Team’ to accelerate concepts to market. Crafting programs built were later launched at retail. Vice President of Product Development 2003 – 2006

Led full-scale development for multiple product lines and directed 27 cross-functional team members. Sourced products globally.

Unlocked double-digit revenue growth by creating and steering the pipeline development process.

Enabled win of 32 industry awards by designing crafting programs for Jolee’s Boutique.

Forged a multimillion-dollar revenue stream by launching major brand properties within the paper crafting market segment, including Disney, Sesame Street, Harley Davidson, MLB, and NFL licenses. Education

Bachelor of Arts, University of Maryland, College Park, MD Affiliations

CMO Alliance CMO Research Council Chair, Craft Yarn Council (CYC) Earned company’s coveted

Norman Wilton Award for

achievements in innovation.

Richard Simon Ezra ad0xnq@r.postjobfree.com

917-***-****

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