Product Development Trade Marketing

Diana Dorcus

Experienced and strategic marketing professional with a proven track record in concept ideation, product development, brand awareness, and revenue growth. Results-oriented and collaborative, with experience in turning ideas into successful campaigns. A high-performance brand steward who drives brand vision, works effectively across functions, and leverages insights for success from conception through execution. *********@*****.*** 626-***-****

VI Peel (Vitality Institute)

Director of Trade Marketing

Reporting directly to the CMO, I was responsible for all professional channel facing marketing efforts. Partnering with the Sales and Education teams, I implemented the trade marketing plan to successfully reach key business objectives and KPIs as it applies to our accounts in the medical aesthetics space.

January 2023 - June 2023

The Wella Company (KKR acquired OPI from COTY in 2020) Senior Global Product Marketing Mgr. - OPI Professional Products Created marketing tools for Sales and Education use with new product launches within the professional channel

Established various SOPs for VI Peel senior management team’s internal processes improvement Managed trade marketing calendar and creation in collaboration with VP of Sales and his team, along with post-promo analysis

Day-to-day Marketing support to domestic and international sales teams Maintained ongoing asset and collateral updates for distributors Organized special events and other partnerships

Collaborated with VP of Education to develop, optimize, and drive traffic to education website, and execute ongoing seminar event program

Worked with Sales and Education, contributed to the planning and execution of events Partnered with CX team on customer feedback, ordering experience, and other issues Oversaw email marketing campaigns, wrote copy and created seasonal marketing materials for distributors/accounts

Mentored & managed a full-time Marketing Coordinator for success in their role Experience

Managed global marketing efforts for new product development, go-to-market strategy, and in- market support. Supporting the Global Marketing Director, I executed the marketing vision and strategies for new and existing products. Additionally, I also collaborated with North America and International Marketing & Sales teams to develop new products that address market opportunities and create support programs for optimal execution. December 2020 - May 2023

Led cross functional team to drive the business through new product and base business innovation, increasing brand awareness and breaking down barriers to disrupt the market Anticipated new consumer trends and professional product services and translate these into a strategy and plan to fuel new product innovation and/or drive base business commercialization Led core new product innovations, including overall project strategy, multi-functional team leadership, project management to meet critical gates, delivering strong concept sell to markets, provide category growth story and point of difference, owning the overall project P&L, initiative tracking and key learnings

Owned the business: understand the sales trends, customer trends, and stay up-to-date on industry trends to make strategic choices and actions to drive the business Tracked business results to analyze and derive insights from consumer and sales data, and provide actionable strategies and brand plans

COTY Inc. (aquired OPI in November 2010)

Senior Global Product Marketing Mgr. - OPI Professional Products Marketing lead for OPI’s professional category.

July 2015 - December 2020

Global marketing lead for OPI’s #1 professional initiatives Implemented OPI's largest initiative to increase category share and revenue within the gel polish category resulting in 67% growth; offsetting drop in other business segments in FY18 Launched OPI Dipping Powder Nail Enhancement a new OPI service offering exceeding 4x the initial forecast, resulting in $8MM incremental revenue at launch Co-developed 3 year innovation pipeline for leadership roadmap Implemented OPI's largest initiative to increase category share and revenue within the gel polish category resulting in 67% YOY growth

Launched OPI Dipping Powder Nail Enhancement a new OPI service offering exceeding 4x the initial forecast, resulting in $8MM incremental revenue at launch Executed global marketing plans for 30% of OPI’s product portfolio responsibilities Marketing Manager - OPI Professional Products November 2010 - June 2015 Developed global strategy of OPI’s professional business Generated new product innovation in partnership with internal R&D and outside suppliers Launched OPI’s gel product line which exceeded in over $35M in sales Launched all top performing professional lines for the past 12 years equating to 25% of OPI business (500+ SKUs)

OPI Products

Marketing Manager - Professional Products

October 2004 - November 2010

Developed OPI's global professional products strategy Created customer centric school division program elevating the $900K business to $4.5+M Marketing Manager - Nail Treatments/Lotions/Pedicure Products July 2003 - September 2004 Shiseido - JOICO International (Shiseido acquired JOICO in 2001) International Marketing Manager December 2001 - July 2003 Marketing Brand Manager

January 2001 - November 2001

January 1998 - December 2000

Associate Marketing Brand Manager January 1997 - December 1997 University of California, Los Angeles - U.C.L.A.

Bachelor of Art, Sociology

Skills

Strategic Planning

P&L Management

SKU Rationalization & Inventory Management

Initiative Forecasting

Innovation & Trend Forecasting

Licensing, Partnerships & Collaborations

Packaging & Label Compliance

Detail Oriented

Cross-Functional Collaboration & Leadership

Education

Launched portfolio of perms and hair straightening products generating $3MM in launch revenue Introduced and expanded hair styling line for Gen X consumers via targeted go to market strategy Partnered with R&D in product development to grow business through a global lens JOICO International

International Marketing Brand Manager

Collaborated with R&D on all product innovation for international markets Coordinated European launch of K-Pak Collection and cont_text Styling Line

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