Director of Marketing - Retail Activation & Partnerships

PROFESSIONAL PROFILE

• Strategic Marketing Executive with proven success leading company, brand, product, channel, portfolio and program strategy development and execution based on category, consumer and shopper Insights

• Strong, pragmatic business acumen with ability to recognize business impacts of Sales and Marketing initiatives including equity measures, ROI and sales volume

• Ability to collaborate and lead cross functional projects, meeting objectives, timelines and budgets

• Excellent product, creative and process development skills with a customer-centric focus

• Leader in agency management, people development and change management as a servant leader

PROFESSIONAL EXPERIENCE

Galderma – Dallas, TX Aug 2021 - Current

CETAPHIL BRAND MANAGER Nov 2022 – Current

• Led overall growth plan for Facial Moisturizers and Treatments, as well as supporting media planning and execution. Cetaphil Facial Moisturizers is a $91MM business

• Innovation lead for all Facial Moisturizer and Facial Treatment segment specific innovation development and launch

• Brand lead for eComm development including Amazon, Walmart and Target

• Led monthly and quarterly business review process for the team, as well as provided moisturizer and treatment content

SHOPPER MARKETING LEAD Aug 2021 – Nov 2022

• Led strategy, creative development, execution and performance recaps for Shopper Marketing retail merchandising, third party retailer targeted media, FSIs/Digital FSIs, ibotta, product sampling, and account specific shopper events for Cetaphil and Differin brands

• Continued innovation based on research and test and learns on new and existing tactics including digital amplification tactics, creative executions, savings amounts, etc., improving overall effectiveness and efficiency of spend

• Managed total Activation Budget of $8MM and team of two reports supporting the Cetaphil and Differin Consumer Brands

Creative Circle – Dallas, TX Jan 2021 – Aug 2021

MARKETING CONSULTANT (Client: Galderma)

• Supporting execution of Galderma’s largest global Brand’s relaunch for the US market, including changes in core product formulations, claims and pricing, all Brand packaging, Retail and E-commerce product and pricing transition

• Managed development of National Selling Deck and all internal transition documents

Three Designing Women – Carrollton, TX Feb 2020 - Dec 2020

CHIEF REVENUE OFFICER

• Led all Sales & Marketing strategy and execution including consumer insights, product development & launch, product & channel pricing strategy, retail and online marketing & merchandising, promotion development & execution; led overall daily operations for the company

• Grew online sales channels Etsy (1135%), Resource.Direct (285%), and Artisan Stamp (30%) through overhauling product titles & descriptions, pricing, promotion strategies and launching new products

• Grew largest brick & mortar/online retailer Paper Source by 12% during pandemic with stores closed

The Flying Locksmiths DFW North – Lewisville, TX 2016 to 2020

FRANCHISE OWNER/CEO

• Developed overall business & financial plan, and the marketing & sales strategies for the business, while managing all day-to-day business operations

• Led marketing in collaboration with agencies including digital, direct mail, local advertising, networking, direct sales calls and quote development

• Built sales to $500,000/year and break-even or profitability on month-to-month basis in three years through National Service Provider relationships and solid referral base

Dr Pepper Snapple Group - Plano, TX 2013 to 2016

DIRECTOR OF MARKETING & STRATEGIC PARTNERSHIPS

• Led strategy development, retail program and sponsorship event planning and execution, and innovation commercialization for Snapple, Core Flavors Portfolio (7UP, Canada Dry, A&W), and Mott’s Brands in collaboration with Brands, BU Marketing and Sales

• Managed total Activation Budget of $8MM and team of seven reports in the challenged beverage industry. Achieved 2015 Annual Plan on overall Core, Snapple and Mott’s businesses

• Led development of overall CPG Strategic Partnership strategy and transitioned Strategic Partnership and Occasion Based Marketing (OBM’s) event work to external agency, including staffing and process support

Frito Lay Inc. - Plano, TX – Director of Marketing 2007 to 2013

MARKETING & SALES STRATEGY DIRECTOR - GROWTH VENTURES (2013)

• As Brand Director for Cracker Jack, led development and execution of insights based three-year Brand strategy that led to 18% growth for the Brand. Plan included product innovation, packaging and prize development, partnership programs, as well as digital and PR marketing support

• Led development of best-in-class sales materials and all trade show executions for the new Frito Lay warehouse businesses

SINGLE SERVE FLEX STRATEGY & ACTIVATION LEAD (2010- 2012)

• Led strategy development, retail program planning and execution, and innovation commercialization for $4.2B Single Serve Flex product portfolio in collaboration with Brands, BU Marketing, Sales and Operations which drove pre-packed weekender program to 140% vs.130% plan

• Portfolio was fastest dollar growth BU for 2011 with $117MM in growth for 2011, performing $42.6MM better than plan with $5MM budget and team of three direct reports and other agency resources

NATIONAL SHOPPER EVENTS & SPORTS MARKETING LEAD (2009 – 2010)

• Led relationship and program development, as well as contract discussions with the NFL, MLB & NHL

• Led development of consumer offer and award-winning creative design of packaging and POS materials (corrugate) for all major national grocery in-store events

• Managed $19MM Budget including multiple multimillion dollar sports league contracts, and team of two direct reports and other agency resources

SAM’S CLUB CUSTOMER MARKETING LEAD (2008 – 2009)

• Led development of Strategic Business Review including product innovation, merchandising development and marketing campaign plans with $4MM budget and team of two reports and agency resources

• Sam’s Club Customer Sales and Marketing Team was honored as “Supplier of the Quarter” and “Supplier of the Year” for 2009 by Sam’s Club. It was the first such award from Sam’s for PepsiCo

• Delivered above plan performance driving Pick N’ Pack (Buy 2) to 115% PY and Multipack to 116% PY

EDUCATION

Master of Business Administration - Southern Methodist University – Cox School of Business

Bachelor of Business Administration – University of Texas at Austin – McCombs School of Business

Contact this candidate