CAROLYN

LESCHER

ad10uv@r.postjobfree.com

925-***-****

Solon, OH

EDUCATION

CASE WESTERN RESERVE

UNIVERSITY

Cleveland, OH

MBA Marketing & e-Commerce

KENT STATE UNIVERSITY

Kent, OH

BBA Accounting

EXPERTISE

Strategic Planning & Analysis

Sales Collaboration

Brand Identity & Storytelling

Stakeholder & Team

Leadership

CRM Funnel

PR & Media Strategy

Digital & Social Media

Management

Omni-Channel Marketing

Marketing Communications

360 Campaign Promotion

Budget/P&L Management

CERTIFICATIONS

Hootsuite Advanced Social

Advertising Certification

HubSpot Inbound, Digital &

SEO Marketing Certifications

PROFESSIONAL SUMMARY

Dynamic and resourceful Marketing Director with 15+ years of progressive B2B and B2C experience growing a multitude of industry-leading multimillion-dollar CPG businesses with highly regulated industries. Recognized for offering a unique blend of analytical insight, strategic vision, and messaging acumen. Proven track record of disrupting the category to grow sales, profit, and share. Empower organizations to capitalize on their key competitive advantage by building “sticky” brands that attract new consumers, drive organic growth and loyalty, and deliver sustainable category leadership. Excellent communicator with an extensive background in brand management, commercialization, and traditional and digital marketing. Culture champion effective at developing solid strategic plans, gaining organizational alignment and execution, and influencing key stakeholders and consumers to take action. CAREER OVERVIEW & KEY HIGHLIGHTS

DIRECTOR OF BRAND MARKETING & COMMUNICATIONS (REPORT TO OWNER) Kitsis Corp. family of e-commerce brands, Cleveland, OH / 2021 – Present A small, sustainable multimillion-dollar e-commerce business selling new and refurbished electronics through direct brand channels (xyab, Topcalcs, GameSwift) and across multiple digital marketplaces (Amazon, eBay, Wal-mart).

• Owned the brand development for a new digital storefront launch. Created brand concepts and led research to learn consumer preferences and perceptions throughout the buyer’s journey. Established brand guidelines, positioning, creative identity, and unique proposition to differentiate from the competitive set and ensure consistency across the marketing funnel. Devised website UX/UI and launch marketing plan. Hands-on digital

& social media management.

• Improved marketplace product mix to grow revenue +60%, resulting in the best annual sales record in the company’s 12-year history.

• Transformed Topcalcs brand identity and B2B/B2C marketing plans, boosting website traffic 2.5x and sales

+50%. Introduced the organization’s first trade-in platform, beating sales targets.

• Created the company's first Employee Reward & Recognition program, helping eliminate attrition and increasing employee satisfaction by 10+ bps.

SENIOR BRAND MANAGER (REPORT TO EXECUTIVE VICE PRESIDENT) The Wine Group, Livermore, CA / 2016- 2021 (Promotion) An American alcoholic beverage company and the world’s 3rd largest wine producer.

• Oversaw all P&L and marketing activities for a diverse multi-brand portfolio delivering $150+MM annual net revenue. Managed direct reports, creative, digital, PR, and media/advertising agencies, spokesmen/celebrity talent, and a cross-functional team of Sales, Design, Digital, R&D, Finance, Legal, Compliance, Supply Chain, and Operations to implement key brand initiatives and achieve annual growth objectives.

• Led the launch and integration of newly acquired brands across the organization, distribution network, and shopper channels. Reset the strategy and creative vision for 7 Deadly, one of the company’s top priority brands; (1) bolstering the mature base business +25% via the brand’s first integrated marketing campaign, including digital advertising, and (2) building a $15MM innovation pipeline. Created first-mover, innovative sub- branded product line, Lemonade Stand, to recruit new users to the Berninger Main & Vine franchise with line of sight to >$30MM incremental revenue.

• Cultivated strategic partnerships, joint promotions, and omni-channel sales tools for both on-and off-premise national and key retailers. Spearheaded trade media relationships and plans for all TWG brands.

• Recognized for developing high-performing marketing talent. BRAND MANAGER

The Wine Group, Livermore, CA / 2012 – 2016

• Direct P&L responsibility for the company’s #2 profit contributor generating $300+MM annual sales with the support of ABM and multiple agencies.

• Built the strategic plan and brand playbook from the ground up for top-priority brand, Cupcake Vineyards, with a $10MM marketing budget - one of the most efficient investments in the industry. o Outpaced key competition and KPIs; awareness (+15pts), trial (+10pts) and consumption (+6pts) to become America’s #1 Premium-priced wine brand.

o Launched Cupcake’s first TV/media advertising and influencer program. o Championed TWG’s first multimillion-dollar experiential platform.

• Introduced the company’s first Super Premium-priced wine brand, Chloe Wine Collection, achieving industry accolade of #1 wine brand launch of the year, by building image and pricing power.

• Spearheaded first-mover can-format packaging innovation, forging new distribution channels for TWG. CAROLYN

LESCHER

ad10uv@r.postjobfree.com

925-***-****

Solon, OH

TECHNICAL SKILLS

MS Office

Shopify

HubSpot

Hootsuite

Salesforce

QuickMail/Klaviyo

Google Ads & Analytics

Monday.com

Social Media platforms (Meta,

Reddit, TikTok)

Nielsen/IRI

Power BI

Adobe

Midjourney/Discord

Conversational in Spanish

PROFESSIONAL

AFFILIATIONS

American Marketing

Association – Northeastern

Ohio Chapter

Beachwood Job Seekers

Group

Network of Executive Women

Women of the Vine & Spirits

Naturally Bay Area – Natural

Products Community N. Cal

PAGE 2

CAREER OVERVIEW & KEY HIGHLIGHTS - CONTINUED

STRATEGIC ACCOUNT MANAGER, CREATIVE AGENCY (INTERNAL) E. & J. Gallo Winery, Modesto, CA / 2011 – 2012 (Promotion) The world’s largest family-owned and operated wine and spirits organization.

• Directed a team of 4 Account Executives.

• Led the creative strategy on highly complex advertising, merchandising, and packaging design projects serving Gallo’s Premium and Fine Wines Division (30+ brands).

• Gained $1MM+ in new agency business and raised overall client satisfaction levels above targets. ASSOCIATE MARKETING MANAGER, FINE WINE BRAND MARKETING E. & J. Gallo Winery, Modesto, CA / 2009 - 2011 (Promotion)

• Developed and executed annual and multi-year strategic plans for emerging ‘big bet’ brands to achieve growth and profitability targets.

• Partnered with internal stakeholders and external agencies to implement key brand-building initiatives.

• Launched Gallo’s first Prosecco brand, La Marca, setting the stage for the commercial success of Prosecco and La Marca as a category icon.

• Developed a 360 integrated communications platform (shopper marketing, event sponsorship, sampling, PR & Media, trade engagement) to give the Gascón brand a bold leadership voice in the category, driving +50% lift in sales.

ASSISTANT MARKETING MANAGER, PREMIUM WINE BRAND MARKETING E. & J. Gallo Winery, Modesto, CA / 2007 – 2009

• Utilized qualitative and quantitative consumer research in the new brand development and launch of Apothic Red, the company’s first-ever Red Blend brand, achieving one of the most successful brand introductions in E.

& J. Gallo's history.

• Championed the co-marketing platform execution with Tennis Channel across the marketing mix, including TV advertising & messaging, event experiential, and in-store promotion.

• Obtained Industry Certifications: Wine & Spirits Education Trust (WSET – U.K.) Level 2 Intermediate Certification with Merit; Certified Specialist of Wine (CSW), Certification of Society of Wine Educators ASSOCIATE TARGET MARKETING MANAGER

Fortune Brands – Moen, Inc., North Olmsted, OH / 2005 - 2007 A brand-leading, global fashion plumbing and home accessory products company.

• Launched and managed a new Moen-branded and industry-first comprehensive B2B & B2C marketing program supporting a key small business segment with 1 direct report.

• Led program transition to a web-based system, yielding a solid ROI and growing market share. Recognized and received Moen Innovation Award. ASSISTANT PRODUCT MANAGER

American Greetings Corp., Cleveland, OH / 2002 - 2005 The world’s largest creator and distributor of innovative social expression products and services.

• Responsible for $40MM revenue/300+ sku bag product lines, incl. product development, sourcing, distribution, and merchandising. Directly managed a staff of 4 marketing assistants.

• Created new product line innovation to undercut dollar channel competition for the largest retail customer, Wal-mart, producing $10MM incremental revenue. Expedited launch by going outside standard processes. 2004 Chairman’s Award Winner.

• Directed merchandising proposals winning Macy’s business for $15MM in new revenue. RETAIL DEPOSIT PRODUCTS PRICING MANAGER

National City Corp – now PNC Bank (Fortune 500), Cleveland, OH / 2000 - 2002 Diversified financial services company providing banking and fee-based products.

• Managed pricing and promotion for a $14 Billion retail deposit products portfolio.

.

Contact this candidate