Marketing Director Coordinator

Craig M. LaManna

Address: **** * ******** **, ******, IL 61615

Email: ad5ro9@r.postjobfree.com Mobile: 203-***-****

Marketing Executive with Retail and Sales Experience 20+ years in CPG and Luxury Goods in both a global and local capacity. Highly motivated with a proven track record of over-delivering growth and profit. Strategic thinker with entrepreneurial spirit and strong leadership and team building skills. International work experience living abroad. Professional Experience:

Maui Jim Inc Peoria, Illinois 2014-2023

Marketing Director, Global Brand Strategy: 2020-2023

Oversaw global Commercial and Go-To-Market strategies with focus on North America

Product portfolio management (innovation pipeline, 150+ active frame styles, 550+ SKUs)

4 direct reports: 2 Brand Managers (1 promoted), Marketing Specialist, Marketing Coordinator

Managed agency partners: media, creative, social, PR, digital, product placement, market research

Grew US Brand Awareness from 23% in 2014 to 65% in 2022, with profitable growth each year

Managed $400M business and $20M marketing budget

Created new marketing campaigns in 22’ and 23’, including: TVC, Print, Point of Sale, Social, Digital

Developed a successful affiliate marketing program and grew DTC by 45% from 20’ to 23’ Marketing Director, Ophthalmic & Training: 2017-2020

Launched and managed all aspects of the new Ophthalmic Business across 14 DCs globally

Expanded distribution from 100 test accounts in early 2017 to 4,500 accounts in 2020

Grew the product assortment to 105 styles (450+ SKUs)

5 direct reports: 3 Corporate Trainers, 1 Brand Manager (promoted), 1 Marketing Coordinator

Developed a Sales Proficiency Training program for our AEs to effectively train our retail partners

Grew online training platform from 4,000 users in 2014 to 35,000 users in 2020 Director, Brand Activation: 2014-2017

Responsible for Sponsorships and Events, Corporate Trainers, Online Training, Trade Shows, Travel Retail Marketing, Brand Ambassadors

Managed 9 direct reports with 30 total team members

Developed partnerships and activation with: San Diego Padres, Jacksonville Jaguars, St Louis Cardinals, Circuit of the Americas, Rock & Roll Marathon, Maui Invitational, Alpine Ski Championship, Sports Illustrated, US Open, BNP Paribas Open, World Poker Tour, NBA All Star Weekend, NY Fashion Week

Reached over 12M attendees across 180 events each year with $3.5M in retail sales Beiersdorf Inc Wilton, Connecticut 2001-2014

Marketing Director - NIVEA Personal Care: 2013-2014

Developed long-term brand and growth strategies for the Men’s Care and Body Wash categories

Key member of Global Brand Strategy Team – built long-term positioning and innovation pipeline

Managed $85M business & $17M Marketing Budget – grew revenue 7% (goal was 4%)

Coached two direct reports (both were promoted)

Senior Brand Manager - Eucerin: 2012-2013

Responsible for long-term strategy and growth in the US, representing 50% of global Eucerin business

Managed $100M business & $22M marketing budget - grew revenue 9% (goal was 7%) Project Leader - NIVEA Brazil: lived in Sao Paulo for 3 months

Lead joint project between North and South America developing innovation pipeline

• Integrated Marketing

• Content Strategy

• E-commerce (DTC, B2C, B2B)

• P&L Management

• Customer Relationship Management

• Performance Metrics Analysis

• New Product Development

• Cross-Functional Collaboration

• Training, Sponsorships, Events

Sales Team Leader - Kroger: 2009-2012

Managed a cross functional team to drive growth in the largest grocery retailer in the US

The team consisted of: Sales Agency (10 managers), Customer Insights, Trade Marketing, Category Management & Customer Service

Grew the business from $10M to $15M and surpassed sales and profit goals 3 straight years

Achieved first ever: NIVEA quarter pallet, joint end cap, front-end display (+3.0 share pts overall)

Responsible for $2.5M promotional budget

Hamburg, Germany

Senior International Brand Manager - NIVEA Men: 2008-2009

Grew the global men’s face care division from €100M to €130M

Managed 3 direct reports (2 were promoted)

Developed a long-term Face Care Strategy with 4-year product pipeline

Guided countries on overall strategic direction, product assortment, and media support plans

Delivered five successful communication packages (inc.: TV, Print, Online, Outdoor, POS, & PR) International Brand Manager - NIVEA Men: 2006-2008

Successfully launched three new products and relaunched six core products

Surpassed growth targets each year (2007 +13%, 2008 +12%)

Led three multi-national Insight Workshops

Managed a marketing budget of €4M

Wilton, Connecticut

Brand Manager - NIVEA Men: 2004-2006

Led the cross functional brand team in the execution of: brand objectives and strategies, media plans, sampling programs, promotions, budget allocation, inventory maintenance and production

Developed relationship with Philips and Ubisoft to create multifaceted advertising programs Category Manager - National Accounts: 2001-2004

Supported national account sales managers across the US

Presented key findings and opportunities to key customers

Managed six ACNielsen databases and CVS Extra Care Portal Information Resources Inc Norwalk, Connecticut 2000-2001 Project Manager - Seagram Americas Account

Primary contact/consultant/trainer for IRI

SKU optimization, opportunity gap, promotion trends, pricing analysis, volume decomposition reports

Launched and trained the international sales force on a new category management tool Danone International Brands Stamford, Connecticut 1998-2000 Account Executive Bottled Water Division - Eastern Region

Processed all orders for Evian, Volvic and Dannon Natural Spring Water

Managed logistics and customer service for sales reps, distributors, brokers and warehouse personnel Computer

Skills:

Language: English (Native) / German (Intermediate) Education: Masters Degree - Marketing Management (Magna cum laude): FIT w/ Wharton School of Business International Leadership Training Program: Beiersdorf AG - Hamburg, Germany Bachelors Degree - Marketing Management (Magna cum laude): Pace University Honors/ Beiersdorf Salesperson of the Year 2011

Awards: Two-time winner - Beiersdorf Customer Development Manager of the Year: 2002 & 2003

• Brainier LMS

• IRI Analyzer, Xlerate, Infoscan Software

• ACNielsen Nitro, Homescan software

• Microsoft Office Suite

• Apple iWork Suite

• EuroMonitor International

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