Supriya S. Pai

phone: 909-***-**** • email: adu1fc@r.postjobfree.com • linkedin: linkedin.com/in/supriyaspai Seasoned Marketing & Branding Strategist with 20+ years of experience, with expertise in equity building, branding, consumer insight development, holistic marketing design, omni-channel retail, cross-functional leadership, go-to-market launch, eCommerce strategy & multi-agency leadership EXPERIENCE

Henkel (acquired from Shiseido Americas) Professional Haircare/Prestige Beauty (2016-Present) Remote/Los Angeles, CA Senior Director: Brand Marketing & eCommerce

Leading Go to Market strategy, planning and execution for all hair care brands (JOICO, ISO, Spiker). Partnering with global design & creative teams to drive in market excellence of our consistently strong innovation pipeline. Launching eCommerce strategy & developing key customer partnerships

• Brand Sales on track to over-deliver annual targets of +14% sales vs. YA, out-pacing category growth +11%

• Design and delivery of key launch merchandising strategies, deemed best in class by top customer– delivering full in- store and in-salon merchandising tools, end-cap takeover, sampling, digital deployment, PR & promotional strategy

• eCommerce Strategy lead across brands to deliver growth in digital content, social media engagement and sales: On track to deliver +140% in online sales vs. YA. Launched business on Amazon, delivering record sales, establishing the highest profit margin across channels

• Designed & Launched comprehensive 360 Marketing plan inclusive of Social Media Advertising, Influencer Partnerships, Amazon Advertising & Lives, AMS & DSP Strategies, SEO Optimization, securing 200%+ increase in marketing investment delivering RoAS of 9+

• Implemented new process of Initiative Briefing and subsequent design to drive efficiencies in development timelines and strengthen the creative output/campaign assets

• Partnership with cross company brands to drive strength in key customer selling (inclusive of Bare Minerals, NARS, Laura Mercier and Zotos Professional)

• Led DE&I efforts, spearheading the establishment of the AAPI (Asian American Pacific Islander) Resource Group Starbucks Coffee Company (2014-2016) Seattle, WA

Senior Brand Manager, Starbucks Channel Development, Premium Packaged Coffee & Single Cup Delivered business strategy, planning & execution of Starbucks Channel Development’s largest segments. Partnered with cross functional leadership across global, finance, scale marketing & sales planning to deliver brand initiatives and holistic marketing executions across three brands (Starbucks, Seattle’s Best Coffee & Tazo Tea). Led in a highly matrixed organization to deliver

$1B+ in annual sales

• On track to deliver significant revenue growth for FY16 vs. YA: +28% Net Revenue on Premium Single Cup

• Led holistic marketing plan for launch of first Iced Innovation, partnering with a multi-agency team – Iced Coffee & Tea Development of targeted millennial program, driving early trial & unpaid media impressions

• Design & Development of Starbucks Channel’s first Celebrity Partnership to support a big bet innovation launch – led contract negotiations and full program design (Media, PR, Social Media, Video Development)

• Partnership with Digital Innovation to develop Starbucks At Home Loyalty (leveraging MyStarbucksRewards, Custom Content Development, Celebrity Chef partnership & Media Integration with the Food Network)

• Organizational Development: Management of 7 Direct Reports, with successful promotion of 2 team members

• Awarded the Starbucks BRAVO Award (selected from 300+ partners) within first year of role Procter & Gamble (2006-2014) Cincinnati, OH / Los Angeles, CA / Seattle, WA Brand Manager, Household Care, Costco Team

Managed the full P&G Household portfolio of products (Tide, Charmin, Bounty, Downy, Bounce, Swiffer, Dawn, Mr. Clean, Gain, Cascade, Febreze, Gain & Iams), delivering over $1 Billion in sales for Costco (Top 2 Global business)

• Successfully partnering with multi-functional brand teams to deliver customer relevant product & commercial innovation pipelines across key categories (Fabric Care, Family Care, Home Care & Pet Care)

• Delivered first ever successful sell-in of incremental cross department scale initiative, commercialization across Beauty, Health and Home Care, leveraging national media, print, in store integration with Loyalty Rewards program and social media/digital assets. Initiative targeted to deliver $360M+ in sales

• Developed customer-based segmentation targeting to drive membership rates, refer a friend programs and increase trip driving for loyal members. Program development delivered 7%+ engagement lifts Senior Asst. Brand Manager, Salon Professional Hair Care (Prestige Beauty) Led P&G’s acquisition of NIOXIN, through integration and equity & product relaunch: Production streamlining, multi-agency selection and management & multi-year masterplan and campaign development. Managed Scale Development with Sebastian, Wella & Clairol Professional brands

• Launched Full Brand Redesign: Defining full brand equity and positioning, identification of consumer segmentation & targets via in-depth receptivity research, product optimization (50% reduction from 200+ skus), and creation of a multi- touch point holistic marketing plan, resulting in 9% sales growth

• Developed Digital Strategy – Redesign of complete web presence: leading social media platform development, CRM strategy creation, piloting Facebook’s private application

• Led the Launch of NIOXIN’s Largest Product Innovation: Developing a revolutionary distribution plan, defining a platform to drive trial amongst new category users while generating quality sales leads–exceeding full year initiative sales targets in 2 months (+300% sales vs. target)

• Led the Multi-Agency Team in Holistic Marketing Campaign Development, resulting in a breakthrough Pro/Consumer sampling strategy, Merchandising design (deemed best in class by retail partners), PR Credentialing strategy (national TV placements, features in top fashion publications and integrations with NY Fashion Week designers - delivered 900M+ impressions), and Design of Celebrity/Stylist Partnership (segments delivered 840M+ impressions) Associate Brand Manager, Health Care

Led marketing plan development & implementation of one of P&G’s oldest, heritage brands – Pepto-Bismol, redesigning all primary packaging, in-store displays & communication strategy, delivering over $120M in sales

• Developed campaign strategy (with General Market and Hispanic specific copy) leveraged across touchpoints, garnering the highest copy qualification scores in P&G category history and driving a 7% lift in sales, awarded a Cannes Nomination

• Led full package redesign through franchise architecture development, consumer qualification and execution across global regions (US, Canada, United Kingdom, Mexico)

• Innovated with P&G’s first consumer-generated brand channel integration campaign with YouTube, delivering over 600M impressions and garnering features across key media outlets

• Led pricing and sizing optimization on over 180 skus and 80% of the portfolio resulting in 14% cost savings

• Created the brand’s influencer platform via a celebrity partnership with a top TV Personality & Chef, resulting in quality placements in multiple national television segments (Today Show, Good Morning America & Ellen) Millward Brown (WPP) (2004-2005) Santa Monica, CA

Market Research Analyst

Analyzed marketing strategies & advertising campaign effectiveness for 8+ global brands (Nestle, Disney, Academy Awards and Lexus). Managed multiple research teams simultaneously, overseeing more than $2M in project revenue The Capital Group (2001-2004) Brea, CA

Business Analyst

Internal Strategic Consultant, streamlined investment functions for global management firm with over $600B in assets under management; Implemented improved processing system, resulting in +11% growth in input accuracy Fleishman-Hillard Public Relations (2000-2001) San Francisco, CA Public Relations Assistant

Managed press development and media relations for fortune 500 companies; Led editorial calendar development EDUCATION

University of Southern California, Marshall School of Business Los Angeles, CA Masters of Business Administration, Brand Management & Marketing Strategy

• Vice President of Membership & Finance: Graduate Marketing Association

• Johnson & Johnson 2005 MBA Brand Camp: Selected as 1 of 10 from 500+ applicants

• The Clorox Company 2006 MBA Brand Camp: Case Competition Winner University of California at Berkeley Berkeley, CA

Bachelor of Arts, Marketing & Consumerism

• Vice President, Financial Chair: Alpha Chi Omega

• Marketing Director: Student Financial Advisory Committee

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