Rachel Scharfman

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

Oldsmar FL, 34677 add7gr@r.postjobfree.com

SUMMARY: Marketing and sales director with global oral care, medical device, and consumer packaged good healthcare experience. Recognized for successfully driving best-in-class global marketing plans, new product launches and multi-faceted digital communications strategy in-line with regulations and compliance requirements. Strong general management and superior leadership skills from developing high-performance culture to building teams, improving business operations and establishing processes in companies large and small. Category Management and category development experience with Amazon, Walmart, Target, CVS, Walgreens, Kroger, Publix, HEB, Meijer, international retailers such as Boots and Dm, distributors, healthcare providers, hospital systems and licensed partners.

Professional Experience

BioDerm (MensLiberty.com & BioDerminc.com) 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, Professional HCP, Licensed/Acute Medline partnership and International), Customer Service, Nursing Support, Medical Documentation, and an internal company American Medical Distribution (AMDI DME). Reported directly to the President, Chairman, and Board of Directors. Led the growth strategy focused on driving distribution and sales to generate year-over-year double-digit growth.

Marketing Strategy: Provided strategic direction, marketing leadership and executed integrated marketing plans to generate consumer demand, patient acquisition and customer retention. Led inbound and outbound communications strategies including digital marketing, traditional media, asset management, community relations and affiliate hospital partnerships. Managed $20 million marketing budget to meet financial goals, ROI and managed P&L. Supported new healthcare and technology partnerships. Communicated marketing value, strategy and results to board and senior leadership. Participated in mentorship program, influenced peers and executive stakeholders.

Sales Management: Responsible for driving consumer revenue increase of 14% from 2017 to 2018, with a 37% decrease in expenses. Implemented new commission structure, formal policies, service orientation, sales training, talent management, customer research, and custom CRM solution. Developed HCP sales collateral and value proposition to grow service lines. Sales experience developing new hospital protocols with Medline, marketing materials and in-service materials for 1100 sales representatives to help hospitals reduce costs and infection rates. Delivered top line revenue growth of 15% (2018 over 2017) for BioDerm and 22% growth in 2019.

Customer Acquisition: Led the customer research, strategic planning, strategic development, partnership process and vision for new customers. Continued to drive performance improvement across the customer journey, including all customer targeting, acquisition (CRM), conversion and retention.

VP Division Leadership Experience: Led the strategic direction for the division, redesigned, implemented and optimized procedures to improve cross-functional collaboration, teamwork, business operations and productivity. Managed budgets, goals, work flow, talent development, coaching, compliance oversite and training for the division. Managed all sales and sales support teams plus a large team of external sales reps (60+). Managed offsite internal company AMDI DME (Durable Medical Equipment) including motivating employees, leadership development and inspiration, talent management, employee relations and facility maintenance requests. Officially approved and was accountable for all Medicare billing for the division including meeting all local laws and regulations.

Brand Building: Led the creative team and outside agency partners responsible for all branding communication, creative design, brand standards, product positioning, packaging, copywriting and branding. Led advertising campaigns, industry trade relations, media relations, and marketing initiatives targeting consumers, distributors and healthcare providers.

Digital Marketing & Ecommerce: Launched a new responsive design ecommerce website for the brand. Integrated the digital experience across all touch points including customer targeting and segmentation for digital media, SEO, SEM, content, merchandising, white papers and social media.

Public Relations & Community Engagement: Developed and influenced partnerships with the National Association for Continence, United Spinal, AA HomeCare and other community associations. Managed press outreach, all press releases and media relations.

Customer Service & Retention: Designed and continued to develop the customer journey flow from lead to reorder to meet the customer’s needs. 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.

New Product Development: Launched the new product pipeline review board, built a 3-year innovation pipeline and stage gate process. Led the commercialization, in-market execution of product launches and pricing. Developed and executed four consumer in-home self-care usage studies (IHUT) to drive product improvement prior to launching the new “Men’s Liberty” in 2018.

Business Development: Helped secure and expand acute care product license with Medline. Supported the acquisition of Wound Care Resources in June 2019 including insurance realignment, strategic opportunities, branding and consumer marketing support for VAD clinics and wound care. Redesigned, implemented and optimized procedures to improve cross-functional collaboration and productivity between Provider Relationship Management, Physician Services Group, CRM, IT, Operations, Finance, Hospital Leadership, and Corporate Affairs. Continued to build a high quality insurance network with commercial, managed care, new providers and distributors to cover over 3000+ plans and drive sales to target audience.

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

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

Brand Director / Vice President of Marketing (Acting)

Led the oral care marketing team for international private equity owned company reporting to CEO and Board of Directors prior to sale for 12X EBITDA ($225MM). Managed a high-performing team of 12 professionals responsible for driving consumer and professional marketing HCP revenue ($55MM P&L), brand management, market research, global marketing (traditional and digital), ecommerce, creative services, public relations and consumer affairs for DenTek worldwide including the US, Europe and Asia.

Marketing Leadership: Developed and executed yearly business plans and long-term plans (3-5yr). Created market development plans for new and current products, global marketing strategy, brand identity, communications strategy, brand architecture, positioning, consumer marketing materials, and commercialization of assets for North America and international markets.

Brand Management: Proven track record of managing product life cycle (new launch, mature brand, turn around and product rationalization) including developing a distinct brand-identity, consistent brand voice, marketing communication strategy, and creative to enhance the global reputation, grow brand awareness, retain and develop existing customers and non-customers. Managed consumer health experience and customer correspondence across all the brand touch-points and content for the full DenTek brand portfolio. Monitored market dynamics, and changed strategic direction and tactical plans as needed to maintain brand share, consumption and sales targets.

Sales & Category Management: Collaborated with sales management, internal sales team and external brokers to plan and execute retail programs, category development plans, and the global distribution strategy for new product launches and core portfolio. Sales experience building deep relationships with customers and influencing buyers as the commercial leader in the Oral Care Peg Category. Supported category planning sessions using analytical skills and experience analyzing reports in excel, Nielsen / TABS, IRI and retailer data.

Agency Partners: Led all agency partner relationships including managing multiple global agencies and coordinated with our in-house team. Executed promotions, advertising development, media buying, marketing communications, public relations and more for established products and new product launches. Led communications, media strategy and content worldwide on all platforms including Facebook, Instagram, Twitter, Pinterest and YouTube for B2B and B2C

Cross Functional Teams: Drove global projects and initiatives with cross functional teams including Sales, Supply Chain, Regulatory Affairs, R&D, Finance, New Product Development / Engineering, Manufacturing, Business Operations, IT, Shared Services and Creative.

P&L / Financial Management: Supervised multi-million dollar marketing budget, accountable for full P&L, goal setting, financial objectives and forecasting. 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.

Ecommerce & Digital: Led digital transformation including website updates, branding, content and development. Developed digital marketing strategy, schedules and content oversight to drive profitable incremental demand and repeat sales. 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. Expanded brand strategy globally and mobilized internal support.

Consumer Research: Used customer and market data including Nielsen, IRI, focus groups, home usage studies, brand trackers, customer surveys and Net Promoter Scores. Leveraged data to understand consumer needs, target audience, insights and customer preferences for self-care products. Provided actionable insights and guidance to improve consumer experience, brand perception, affinity and shopper behavior. Managed global vendor relationships and customer database for ongoing market analysis. Built a robust three-year innovation product pipeline for the franchise.

Creative Guidance: Led the creative team responsible for all presentations, sales collateral, industry trade events, and trade marketing initiatives targeting customers, consumers and healthcare providers. Develop and enforced global brand standards, assets, packaging, trade material and creative assets.

Management Experience: Redesigned, implemented and optimized procedures to improve cross-functional collaboration and productivity in matrix environment. Created a high-performance culture that encouraged leadership development, teamwork, integrity and excellence. Supported business operations including information systems upgrade, quality assurance, legal and compliance for a complex portfolio of products. Led team through private equity sale with integrity and transitioned business lines and assets to Prestige Brands ($1B) in 2016.

Brand Director (03/14 to 08/14) and Brand Manager (04/13 to 02/14)

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

Led new division, marketing, communications and ecommerce for international consumer packaged goods (CPG and HBC) manufacturer of cosmetics, oral care, personal care and children’s products.

Brand Marketing Manager

Sales: Led commercialization and launch of a new business unit to reach specialty retailers. Built and managed a field sales team of over 60 contract reps designed to reach retail chains under 200 stores. Developed operating plans with cross functional teams and processes for new business unit. Secured and influenced relationships with customers to increase retail sales and drive engagement. History of delivering incremental double-digit growth and $100M+ total revenue.

Marketing: Managed team of two direct reports and product lines yielding $14MM in sales. Responsible for strategic direction and $1MM budget including sales forecasting and P&L.

Branding: Expanded consumer marketing responsibilities to include managing the Almar corporate brand, complex portfolio of legacy brands, and Blum Naturals skin care line.

Ecommerce & Digital Marketing: Launched and managed the digital marketing strategy, overall digital experience, technical platforms, and ecommerce for five B2C and B2B branded websites. Developed KPIs to optimize ROI, worked to improve tactics, and increase leads to drive sales.

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).

New Products: Led product ideation, customer research, development, and innovation to identify strategic opportunities to launch 140 new cosmetics, oral care and personal care products. Created category development plan, pricing and retail partnership to launch products.

Tactical Planning & Implementation: Led cross-functional teams and agencies to execute promotions, advertising, public relations, social media and digital marketing.

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

Established and successfully advanced career at the worldwide headquarters of one of the most popular children's entertainment franchises in the world ($15B). Reported to VP of Worldwide Marketing.

Associate Manager, Marketing & Events (January 2007 to February 2008)

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

Budgeting & Reporting: Managed brand budget tracking for the marketing team ($5MM); created weekly/monthly marketing reports (promotions, market analysis, ROI, event summaries). Liaised with advertising agencies and tracked budgets ($20MM) including media spend across all channels.

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.

Agency Management: Created and implemented processes to improved vendor relationship management. Managed agencies to execute 10th Anniversary global tour and videogame championships, TV and Digital advertising campaign ($15MM) generating 275K entries.

Event Marketing: Negotiated and executed brand building events with budgets of $1MM+ including Toys R Us and GameStop national tournaments and record breaking video game launch events.

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

Trade Marketing: Developed marketing campaigns and collaborated with flagship store and national retailers (trade promotions, category management, merchandising, events & marketing) to drive sales.

Senior Marketing Associate (January 2005 to December 2006) and Events Promotions Manager

Hit Show Club, New York, NY Member Services & Marketing Coordinator 2003 to 2004

Developed email content, promotions schedule and lead nurturing for 200K+ members to drive ticket sales and national AAA Broadway partnerships. Group sales experience leading marketing outreach and ticket sales for Broadway shows and packages. Analyzed consumer purchasing reports and sales.

Education

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)

PMP - Project Management Professional Certification – Pending (2020)

Awards

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)

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