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Digital Marketing Sales

Palm Harbor, FL
December 26, 2019

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Rachel Scharfman

** ********** **** 917-***-****

Oldsmar, FL 34677

SUMMARY: An experienced marketing and sales executive with consumer product, fashion, cosmetic and healthcare experience. An enthusiastic and strategic leader with a proven track record of building and executing strategic marketing plans to drive consumer demand, new products and revenue. Strong general management and leadership skills from developing talent to building teams, infrastructure, operations and establishing processes in companies large and small. Demonstrated strength in building relationships across all functions internally and externally. Proven ability to leverage digital marketing, analytics, insights and technology to develop business in multiple channels. Key account and customer development experience with Amazon, Walmart, Target, CVS, Walgreens, Kroger, HEB, Meijer, Etail, international retailers such as Boots, distributors and licensed partners.

Professional Experience

BioDerm ( & Largo, FL (July 2017 to November 2019)

BioDerm, Inc. is one of the nation’s leading medical device manufacturers of proprietary hydrocolloid products for urinary management, securement, infection control and skin protection.

Vice President of Sales and Marketing

Managed a high-performing team of 25 professionals responsible for Sales, Global Marketing (Consumer, Licensed/Acute Medline partnership and International), Customer Service, Nursing Support, Medical Documentation, and an internal company American Medical Distribution (AMDI DME). Worked directly with the President & CEO and Board of Directors to implement the company’s growth strategy focused on driving direct to consumer sales, acute, and international distribution to drive double digit growth.

Marketing Strategy: Responsible for developing strategic vision, goals and executing marketing plans to generate consumer demand through inbound and outbound strategies including digital marketing, traditional media, community relations and affiliate partnerships. Managed multi-million dollar marketing budget, ROI and P&L. Led and continued to drive continuous performance improvement for the customer acquisition (CRM) strategy, lead nurturing, conversion and retention.

Sales: Responsible for driving consumer revenue increase of 14% from 2017 to 2018, with a 37% decrease in expenses. Plus additional top line revenue growth of 15% in 2018 over 2017. Led the sales team and implemented new commission structure, formal policies, lead nurturing program, and transitioned to new Mitel phone system / custom CRM solution. Develop Acute Care Sales collateral and value proposition to grow service lines, develop protocols, and in-service materials to drive usage around the erase CAUTI platform to help hospitals reduce costs and patient infection.

Division Leadership: Managed internal customer care /sales reps and a large team of external sales reps (60+). Managed offsite internal company AMDI DME (Durable Medical Equipment) including the transition to move everyone onsite in August of 2018. Redesigned, implemented and optimized procedures to improve cross-functional collaboration and productivity. Managed budgets, goals, work flow, talent development, compliance oversite and training for the division. Additionally, coordinated companywide training for Anti-Kickback, HIPPA and other regulatory requirements with law firm. Officially approved and signed off on all Medicare paperwork and billing for the division.

Customer Service & Retention: Designed and continued to develop the customer journey flow from lead to reorder. Improved the reorder rate at AMDI DME from an average of 47% in 2017 to 49% in 2018, and closed Q4 2018 at 56% average. Additionally, grew the AMDI business 13% from 2017 to 2018 while keeping expenses flat.

PR & Community Relations: Developed and managed partnerships with National Association for Continence, United Spinal, FMMC, Enterprise FL, AA HomeCare and other community associations. Proactively monitored CMS and other regulations such as EU MDR to determine business impact.

Digital Marketing & Ecommerce: Drove digital media, SEO, SEM, paid search, blog/infographic content, and social media strategy with agency partners and internal marketing. Launched and optimized a new responsive design ecommerce website for the Men’s Liberty brand.

Brand Building: Transitioned Safe n' Dry brand to new Men's Liberty Acute brand to align with the consumer business prior to launching the products at Medline. Developed all marketing and sales material including leading the creative team responsible for all graphic design, brand standards, style guide, copywriting and branding. Led advertising campaigns, industry trade shows, media relations, and marketing initiatives targeting consumers, distributors and health care providers.

Product: Led new product development review board and built a new 3 year innovation pipeline. Developed and executed four consumer in-home usage studies (IHUT) in 2018 to drive product improvement prior to launching the new version of Men’s Liberty with positive consumer feedback.

Partnerships: Helped secure and expand acute care product license with Medline for Men's Liberty Acute, CathGrip, and FreeDerm adhesive remover. Supported acquisition of Wound Care Resources in June 2019 including insurance realignment, brand strategy, and marketing support for VAD clinics and wound care. Redesigned, implemented and optimized procedures to improve cross-functional collaboration and productivity.

DenTek Oral Care (, Maryville, TN (May 2013 to June 2016)

Worldwide leader in innovative oral care products and medical devices. #1 manufacturer of dental accessories in the peg section including the #1 floss pick, #1 dental guard and #1 tongue cleaner.

CMO / Vice President of Marketing (Acting) September 2014 to June 2016

Led the marketing department for international private equity owned company reporting to CEO and Board of Directors prior to sale for 12X EBITDA ($225MM). Manage a high-performing team of 10 professionals responsible for diving consumer and professional revenue (P&L), brand management, market research, global marketing (traditional and digital), ecommerce, creative services, and consumer affairs for DenTek worldwide including the US, Europe and Asia.

Product Marketing: Defined and executed market development plans for new and current products, global marketing strategy, brand identity, brand architecture, commercialization of assets for North America, International Developed Markets and Emerging Markets.

Branding: Proven track record of developing a consistent brand voice and creative to enhance the global reputation, grow brand awareness, retain and develop existing customers and non-customers. Manage consumer experiences and communication across all the brand touch-points for the DenTek brand and family of sub-brands, Orabrush, Oramoist, Canker Cover, Smile Icon and licensed brands.

New Products: Developed and managed new three-year innovation pipeline and roadmap including leading ideation sessions, concept/product testing, identifying new market trends, technology and product gaps. Partnered with R&D to manage stagegate process, development timeline, identify and vet complex products, improve testing, clinical studies, work with KOLs, and launch over 50 new Over the Counter (OTC), medical device, private label and CPG SKUs.

Demand Generation: Provided strategic vision and marketing plans for go-to-market channels to drive demand through inbound and outbound strategies, digital marketing, social media, trade events, sales, and affiliate partnerships for multiple customer segments.

Digital Marketing: Developed digital marketing strategy, schedules and content calendars to drive profitable incremental demand and repeat sales. Managed multi-million dollar marketing budget, P&L ($55MM) and forecasting. Drove customer acquisition (CRM), retained and developed existing customers and non-customers, and analyzed performance to maximize ROI.

Marketing Technology: Evolved and implemented new marketing processes and automation solutions. Proficient in Magento, Hub Spot, Word Press, Act-On, Salesforce and other CRM systems.

Ecommerce: Managed global ecommerce sales for multiple brands including Orabrush. Led marketing partnership with Amazon to grow the US business to become one of our top five customers including driving the brand strategy globally and mobilizing global company support.

Sales: Collaborated with internal sales team and external brokers to define and execute global market development plans for new product launches and core portfolio. Developed all sales material including leading the creative team responsible for all copywriting and branding for sales collateral, industry trade shows, and trade marketing initiatives targeting consumers and health care providers.

Customer Research & Analytics: Used customer and market data including Nielsen, IRI, focus groups, home usage studies, brand trackers, customer surveys and Net Promoter Scores to understand consumer and customer preferences for products, brand perception, affinity and shopper behavior. Provided actionable insights and guidance to improve marketing strategy and drive sales. Managed global vendor relationships and customer database for ongoing market analysis needs.

Process Development: Redesigned, implemented and optimized procedures to improve cross-functional collaboration and productivity. Managed work flow, office space allocation and remodel, talent development, training and reviews.

Brand Director (March 2014 to August 2014) and Brand Manager (May 2013 to February 2014)

Cross Functional Leadership: Drove the concept to market process with cross functional global teams including Regulatory, R&D, Product Development, Supply Chain, Ops, Creative and Sales.

Tactical Development & Implementation: Managed agencies and in-house team to build the brand voice, create awareness (B2B & B2C), and optimize KPI/ROI metrics. Executed promotions, advertising, CRM, digital marketing (brand strategy and design, content oversight, media planning, SEO, SEM, PPC, traffic acquisition, lead generation, blogs, ecommerce, social media) and PR.

PR & Marketing Communication: Led communication, media strategy and content worldwide on platforms including Facebook, Instagram, Twitter, Pinterest and YouTube for B2B and B2C outreach.

Almar Sales (, New York, NY (May 2008 to April 2013)

Led new division, marketing, branding and ecommerce for international manufacturer of consumer products (CPG and HBC), cosmetics, fashion accessories and jewelry, personal care, and girl’s apparel.

Brand Marketing Manager

Business Development: Built a new business unit and specialty sales division with over 60 commissioned sales reps designed to reach retail chains under 200 stores. Developed operating plans and processes for new business unit. Managed lead generation, lead scoring, and conversion funnel for new B2B retail customers. History of incremental double-digit growth and $100M+ total revenue.

Ecommerce & Digital Marketing: Launched and managed the digital marketing strategy and ecommerce for five B2C and B2B branded websites. Developed KPIs to optimize ROI and worked to improve tactics and increase leads to drive sales. Led companywide business strategy for Amazon.

Corporate Marketing: Expanded marketing responsibilities to include managing the Almar Sales corporate brand, portfolio of legacy hair and skincare brands, and Blum Naturals skin care line.

Brand Management: Managed team of two direct reports, and product lines yielding $14MM in combined sales. Responsible for $1MM of brand budget including sales forecasting, overall P & L management, advertising, agency management and media planning,

Market Research: Conducted market research to understand consumer preferences including product design, taste and usage patterns; utilized research and insights to drive sales (B2B & B2C).

Product Development: Led new product development and brand strategy to launch over 140 new cosmetics, nail care, hair care, and personal care products in multiple channels including private label products in the North America and Europe.

Tactical Planning & Implementation: Developed marketing tactics including launching digital marketing campaigns around the Macy’s Thanksgiving Day parade float. Led cross-functional teams and agencies to execute promotions, advertising, digital marketing (website brand strategy and design, content, SEO, SEM, PPC, traffic acquisition, blogs, video, e-commerce, email, social media).

The Pokémon Company (, New York, NY (May 2004 to February 2008)

Covers the Pokémon property outside of Asia and is responsible for brand management, licensing, marketing, the Pokémon Trading Card Game, the animated TV series, video games, home entertainment, and the official Pokémon website.

Established and successfully advanced career at the worldwide headquarters of one of the most popular children's entertainment properties in the world. Reported to VP of Worldwide Marketing.

Associate Manager, Marketing & Events (January 2007 to February 2008), Senior Marketing Associate (January 2005 to December 2006) and Events Promotions Manager (May 2004 to December 2004)

Brand Management: Part of core team responsible for developing the global strategic marketing plan for the Pokémon brand and key drivers including video games, television show, movies and toys.

Budgeting & Reporting: Managed brand budget for marketing team ($5MM); created weekly/monthly marketing reports (promotions, market analysis, ROI, event summaries). Managed advertising budgets ($1.5MM), and negotiated and purchased ads (print, TV, radio and online).

Market Research: Analyzed market research focused on customer trends to develop branding strategy for new products including Q-scores, NPD surveys, Nielsen/ IRI and competitive analysis.

Promotions: Secured consumer package goods promotions to enhance brand image including multi-year deals with LunchMakers (40MM units), Kraft Macaroni & Cheese (8MM) and Burger King.

Event Marketing: Negotiated and executed brand building events with budgets in excess of $1MM including Macy’s Parade, Pokémon day at Yankee Stadium and NASA Space Center (IMAX).

Agency Management: Managed agencies to execute 10th Anniversary global tour and videogame championships, TV and Digital advertising campaign ($5MM) generating 275K entries.

Regional Marketing & Events: Developed marketing campaigns for flagship store to increase traffic, sales and drive media coverage. Executed record-breaking national video game launch events.

Hit Show Club, ( New York, NY (May 2003 to May 2004)

A leading Broadway marketing firm and ticket agency, supporting over 1300 shows in promotional partnership with AAA, hotels, restaurants, tourist attractions and retailers.

Member Services and Marketing Coordinator - Developed email content, promotions schedule and lead nurturing for 200K+ members to drive ticket sales and theater packages. Managed digital promotions for a national AAA and Broadway show partnerships. Acted as group sales lead including managing marketing outreach and group ticket sales for Broadway shows and packages. Generated competitive analysis and consumer purchasing pattern reports.


MBA (Masters of Business Administration) University of Florida - 3.7 GPA (2011)

BS (Business Management) Florida State University - 3.8 GPA (2003)

BA (Theater Studies) Florida State University - 3.8 GPA (2003)


American Marketing Assoc. (Tampa) Finalist in Content Marketing and Digital Marketing (2019)

Nominated for Best Product Launch of the Year by Medline for Men’s Liberty Acute (Q4 2018)

DenTek Employee of the Quarter (Q3 2013 & Q3 2015)

PRSA Silver Anvil – Reputation / Brand Management - Pokémon - Recapture Pop Status (2007)

BiZBash Event Awards - Best Entertainment/Program Concept finalist- Pokémon Anniversary (2007)

Pokémon USA - National Employee of the quarter (Q2 2006)


AA HomeCare Member and company representative on the Incontinence Standards Workgroup lobbying for better quality, higher reimbursement and enhanced patient care.

American Marketing Association (Tampa)

Florida Medical Manufacturers Association

Kappa Kappa Gamma Alumni Association

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