ANITA JENNISON

Rochester NY 917-***-**** ad3u4s@r.postjobfree.com http://www.linkedin.com/in/anita-jennsion Summary

A dynamic brand visionary with 20+ years of proven success in crafting integrated marketing plans. Passionate about building sustainable brands, weaving resonating stories, and developing data-driven multi-channel marketing campaigns that span across consumer touchpoints.

Skills

Technical Skills

• CPG, Tech/Digital and Non-profit experience

• Budget Management

• Strategic Marketing Planning & Brand Building

• Omni-Channel Campaign Development and Execution

• Data-Driven Decision-Making

• Customer Acquisition and Retention Strategies

• KPI Development and Tracking

• Email Marketing

• PR Management

Soft Skills

• Brand & Marketing Strategy

• Leadership and Transitional Management

• Team Building and Management

• Strategic Vision and Planning

• Influencer & Partnership Relations

• Communication and Presentation Skills

• Problem-Solving and Decision-Making

• Adaptability and Flexibility

Experience

Senior Marketing & Brand Consultant 2008 to Current Self-Employed

Brands: The Kabbalah Centre, Angela Caglia Skincare, Bardot Vegan Haircare, REME App, Match.Co, BeautyCon, Dollar Shave Club, Hatch Mama, BeachBody, and Arbonne

Brand strategist and creative specialist with a breadth of experience in marketing, product management and development, performance marketing strategy, paid & organic social media planning, analytics and reporting, budget development, execution of consumer insights, forecasting & manufacturing, content creation, and influencer & PR campaigns. I help businesses discover white space opportunities, carve out their niche, build strong brand stories, product portfolios, sales & and marketing plans, and streamline operational processes. I help businesses discover white space opportunities, carve out their niche, build strong brand stories, product portfolios, sales and marketing plans, and streamline GTM process. Most recently as the Interim Chief Marketing Officer, at The Kabbalah Centre International (a non-profit organization), I led strategic marketing initiatives and oversaw promotion and customer engagement while providing temporary leadership and building the marketing department. Implemented data-driven decision-making processes for continuous improvement.

• Led strategic development and implementation of marketing strategies, aligning with organizational goals.

• Managed budgets, optimizing resource allocation based on donor contributions, resulting in a 15% reduction in expenses while maintaining or improving campaign effectiveness.

• Achieved a 60% increase in the student base through lead generation (acquisition) and conversion tactics for courses, events, and services.

• Optimized retention funnels, improving customer retention rates by 20%.

• Leveraging Google Grants and optimizing organic social amplified brand awareness and increased web traffic by 100%.

• Revamped email marketing strategies, via segmentation and personalization, delivered an average open rate of 48% and click-through rate of 5%, driving a 40% increase in revenue, generating $500k in just 10 months.

• Increased the brand awareness of the Spiritually Hungry Podcast which resulted in over 1M downloads in 10 months (580% increase) and 1600% increase in subscriber base.

• Overhauled the Donor Care strategy via segmentation and journey mapping and diversified communication touchpoints.

• Led the marketing campaign for the company’s first Annual fundraising event, contributions exceeded by 100% Vice President Brand & Content 05/2022 to 12/2022

Hydrafacial (Remote)

As Vice President of Brand & Content, I strategically lead brand development and content creation to enhance visibility and engagement, aligning with business objectives.

• Drove 250% YOY EMV growth, a 35% increase in followers, and doubled engagement in 6 months through global brand awareness and B2B campaigns.

• Generated impactful B2B and B2C collateral content to drive awareness and sales

• Executed seven OHO campaigns, contributing to increased sales and brand recognition.

• Orchestrated a successful brand refresh launch, including the creation of the first global brand and social style guide.

• Launched a refreshed DTC and B2B website, optimizing "Find a Provider" for increased B2B growth.

• Initiated the first TikTok campaign, creating 20 videos with 4 influencers for enhanced brand presence.

• Led the most successful launch in company history with a 300% increase in consumables sold in a 72-hour period through a celebrity 360 B2B and DTC campaign.

• Established and led a dynamic brand marketing and creative team across various channels.

• Laid off due to company-wide restructuring and consolidation of marketing teams. Vice President Brand 07/2021 to 03/2022

Forma Brands (Remote)

As Vice President of Brand, I spearhead strategic brand development initiatives, ensuring a consistent and compelling brand identity that aligns with organizational objectives for optimal market positioning and resonance.

• Led development of three celebrity brands across six categories, orchestrating global 360 campaigns and strategies with an 18–24-month outlook, diversifying brand portfolios.

• Conceptualized product assortments, ensuring alignment with brand vision through collaboration with talent and R&D.

• Projected $140MM revenue in 5-year P/L projections for two brands, developing marketing budgets and spending plans.

• Maintained cohesive brand DNA and equity across channels, driving brand objectives and communications.

• Managed COGS, global compliance, and trademarks through collaboration with internal and external partners.

• Aligned product plans with financial targets, collaborating with planning, forecasting, and finance teams.

• Streamlined workflow timelines in collaboration with PMO, Sourcing, and Innovation teams.

• Established a Go-to-Market forum with commercial teams, achieving consensus on marketing programs.

• Collaborated with global merchandising teams for in-store presence and successful brand launches.

• Led launches into new regions, presenting brand pitch decks to US and International wholesale teams.

• Laid off due to company-wide downsizing amid financial challenges (Chapter 11). Vice President Product Marketing & Development, Beauty + Wellness 06/ 2020-03/2021 Vice President Product Marketing, Beauty + Wellness 02/2020-06/2020 Senior Director Product Marketing, Beauty 03/2019-02/2020 Consultant 05/2018- 09/2018

Goop Santa Monica, CA

As VP of Product Marketing and Development for Beauty & Wellness for three years, building the business with double digit growth YOY. Spearheaded product marketing and development for beauty & wellness portfolios totaling $30MM, launching thirteen SKUs in twenty months and driving an additional $11M in revenue.

• Idealized a three-year roadmap for beauty and wellness, projecting a 34% portfolio growth YOY.

• Developed the company's first beauty, wellness, and multi-brand formulation guidelines, optimizing COGS by 3 marginal points and improving developmental launch timing and productivity.

• Launched company’s first sexual wellness SKU that sold out in 24 hours.

• Created and built Sephora educational, marketing and point-of-sale assets to drive business objectives.

• Managed a team of seven plus three consultants.

• Reason for leaving: Position shift & culture fit; wanted a position with broader job responsibilities. Vice President, Marketing & New Business 01/2014 to 01/2016 Pixi Beauty Culver City, CA

• Achieved a 30% sales increase through global marketing and sales strategy leadership.

• Grew Facebook engagement by 74%, Twitter by 70%, and Instagram followers by 130%.

• Increased public relations hits by 65%, recognized as #10 Indie Makeup Brand by WWD.

• Successfully launched skincare and new color SKUs, driving a 30% growth.

• Established brand partnerships with FabFitFun, Ipsy Generation, and others.

• Drove a 15% increase in global growth by launching brands in Marks & Spencer and Douglas.

• Developed PixiUniversity.com for Target Beauty Concierge, enhancing customer education. Senior Director, Global Product Development 01/2011 to 01/2012 Kate Somerville Skincare Beverly Hills, CA

• Established a three-year product development roadmap, driving a 20% increase in US revenue and fostering Asia expansion.

• Developed 17 new products in 12 months, diversifying the product portfolio.

• Managed product marketing strategies, successfully positioning the brand in a competitive market.

• Left upon finishing MBA, fulfilling the role of supplementing education and contributing to brand growth. Director of Marketing 03/2009 to 04/2011

Markwins Beauty Products, Wet n Wild Beauty City of Industry, CA

• Spearheaded a marketing plan, growing global sales from $60 million to $100 million in 2 years.

• Expanded door distribution by 30%, reaching 15,000 new doors within 1 year.

• Created 150 new cosmetic product SKUs, achieving 9-160% category growth.

• New products received 5 magazine beauty awards, enhancing brand credibility.

• Left for Pepperdine University Graduate Program for Key Executives. Account General Manager 05/2006 to 07/2008

Spatz Labs Los Angeles, CA

Sr. Product/Marketing Manager 09/1999 to 04/2006

L’Oreal Paris, USA (Maybelline & Lacome) New York City, NY Education

Presidential Key Executive MBA

Pepperdine University Graziadio School of Business and Management Malibu, CA Bachelor of Science: Cosmetics, Toiletry & Fragrance Marketing Fashion Institute of Technology New York, NY

Training, Affiliations and Hobbies

XLN organization Kids Save Organization Certified Yoga Teacher Cosmetic Executive Women Youth Business Alliance Volleyball Ken Blanchard Companies Junior Achievement of SCAL All-Star Executive Coaching

American Marketing Association

Lynda

General Assembly

References

References available upon request.

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