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Marketing and General Management Executive

Location:
McKinney, TX
Posted:
December 27, 2019

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Resume:

Susan Haney

McKinney, TX 215-***-**** ada5of@r.postjobfree.com

VICE PRESIDENT OF MARKETING

Specialized in: Aligning Consumer Trends and Brand Vision to Business Strategy

Energized, innovative executive with extensive experience leading global marketing operations including go-to-market, branding, merchandising, product development, and budgeting. Collaborative communicator demonstrating ability to partner with cross-functional teams and leaders to achieve complex mutual goals. Analytical professional skilled in leveraging data to support business initiatives, process improvements, and strategy evolution.

Global Marketing Operations Brand Strategy Merchandising Product Development Cross-Functional Collaboration Strategic Communications Budgeting Relationship Building Market Analysis Team Leadership Contract Negotiation

PROFESSIONAL EXPERIENCE

Marketing Consultant - Success Partners Plano, TX, 2019 – Present

At CBD Snapshot (division of Success Partners), I am responsible for creating the over-arching marketing plans for each business initiative, initiating lead generation through print and digital strategies, as well as driving the public relations and social media strategy. Additionally, I am responsible for creating and developing strategies for product testing, research and other innovative content, as well as developing sales strategies to achieve short- and long-term revenue objectives.

SVP & General Merchandise Manager – Gaiam Brands Louisville, CO, 2015 - 2017

SVP Marketing – Gaiam Brands Louisville, CO, 2012 - 2015

VP Marketing – Gaiam Brands Louisville, CO, 2005 - 2012

Directed global marketing operations for a leading producer and marketer of yoga, fitness and wellness content and products across 38K retail doors, 19K store-within-stores, and over 5K media category management locations. Developed highly-effective concept to consumer strategy, branding, merchandising, budgeting, sales tools, product development and product lifecycle. Implemented communications strategy focused on aligning vision across channels, sales and public relations agency to strengthen brand. Provided engaged and supportive leadership to a team of 6 direct reports leading Marketing, Product Development, Social Media, and Creative Services. Conduct trending and competitive analysis along with consumer insight research to guide strategy evolution and innovation. Managed partner relationships and talent including overseeing experiential consumer and trade events. Led creative development for retail packaging, catalogs, and consumer advertising.

Defined strategic vision for all categories of business to support sales and revenue objectives.

Responsible for the creation and execution of all sales support marketing materials while also attending key account meetings to drive sales goals and new business development.

Established product development process improving quality, design, and delivery resulting in ability to release up to 750 skus annually, ability to negotiate better pricing, improving designs with consumer feedback, and improving team performance.

Created omni-channel Gaiam Brand book aligning the look, feel, positioning and voice of the brand across all platforms.

Spearheaded re-branding and new branding initiatives across all Gaiam segments to reach new target audiences and gain new channel access.

Partnered with leadership team to present to executives and secure Kohl’s agreement worth $30M annually.

Developed exclusive Target yoga accessory line in 300 stores transitioning chain-wide in Fall 2015.

Launched Restore by Gaiam achieving top selling category with 25% CAGR from 2012 – 2015, followed by product a segmentation strategy (Wellbeing brand) positioned for the pharmacy channel with initial placement at Walgreens.

Increased mature yoga category with 9.9% CAGR from 2012 – 2015 by improving yoga mat designs and refining assortment.

Developed PetWell branded pet massage tools that launch in August 2018 at 900 PetSmart locations.

Contributed to the successful sale of Gaiam and SPRI brands to Sequential Brands in July 2016 by developing the marketing and product development presentation and participating in meetings to potential buyers.

Vice President of Retail Marketing – GT Media New York, NY, 2001 – 2005

Oversaw sales and marketing strategy with 3-person marketing team, external graphic design agencies, and a publicist for all products brought to market through retail channels for a fully integrated, diversified international multimedia entertainment organization with $475M annual revenue. Executed daily go-to-market strategies for owned and licensed entertainment properties with up to 300 skus annually and inclusive of packaging design, marketing program development, sales solicitation materials, and in-person presentations at key accounts.

Executed strategy for company’s infomercial product launch at retail achieving sales of more than 10M units for titles such as Tae Bo, The FIRM, and Leslie Sansone Walk Away the Pounds.

Emerged as a category leader in fitness with 35% market share by developing and implementing market growth plans.

Achieved retail growth of 60% to $120M in gross revenue over 3-years by expanding product release capabilities and re-imaging packaging to ensure placement at retail locations targeting new audiences.

Additional experience includes Director of Marketing with Video City Inc. /West Coast Entertainment Corp., Director of Advertising and Marketing with Palmer Video Corporation, and General Manager with Carl A. Pallini, Inc.

EDUCATION

1998, Holy Family College, Communications

1984, Union College; Business, Deans List

SKILLS

2017-2018, Collin College Continuing Education – Creative Writing, Beginning WordPress, Social Media for Business

Microsoft Office – Word, Excel, Outlook, PowerPoint

PERSONAL INTERESTS

Health & Fitness, Photography, Travel, Reading, Interior Design, Hiking with my husband and yellow lab, Molly



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