Creative Business Leader - Marketing, Communications, Product

KARLA THE LOSEN

* ***** ******, ***. *, New York, NY 10038

adx763@r.postjobfree.com 917-***-****

Summary:

Experienced consumer products executive who is passionate about mapping a strategic vision and customer journey, and implementing holistic marketing plans for brands. Created, launched, and scaled design-focused businesses both in the business-to-business (B2B) and direct-to-consumer (D2C) sectors including 3 global brands that range in size from start-up ventures to Fortune 500 companies. Consistently achieve business objectives for employers and clients by creating winning launch and marketing strategies, managing the P&L, building and managing teams (internal and external), and managing day-to-day marketing and business development efforts, managing agencies and PR firms, budgeting, and in applying process improvements that support long-term growth.

Experience:

Ash NYC (AD 100 Design Partner to the Real Estate and Development Community) 2022-present

VP MARKETING (Consultant)

•Manage team to generate leads funnels using business development campaigns, SEO, advertising, PR and social media.

•Manage two PR agencies which have generated dozens of high-profile press placements and event opportunities.

•Activate showroom with a calendar of events including thought leadership panels, salons, and dinners.

•Spearhead the effort to implement a new corporate CRM, Salesforce, for better marketing attribution, data analysis and automation.

•Negotiate vendor discount improvements saving the company at least $100K in 2023.

•Business development sales efforts have led to 100+ leads in 6 months, reaching 3 segments.

•Report to Partner / Head of Staging and assist him with P&L management, budgeting and overall strategy.

THRIVE CREATIVE ASSOCIATES (Marketing & Business Development Consulting Agency) 2012-present

OWNER OF CONSULTANCY

•Provide marketing, research, strategy, business development, merchandising, and execution expertise to global interiors manufacturers, designers, and consumer products companies.

•Deep knowledge of the home and contract furniture markets, architecture & interior design community, residential real estate & workplace players and trends.

•Seek and apply technology such as AI tools and a variety of marketing software applications to maximize reach and marketing effectiveness.

•Create tactical 360-degree marketing plans with process flows reach target customers and improving acquisition costs, engagement, conversion and retention (while always testing and measuring results of campaigns).

•Work with client teams to plan, create and implement marketing strategies resulting in higher client engagement (e.g. email open rates average 35%+) which led to improved project sales prospects by 30-50%.

•Create go-to-market and enterprise strategies for global clients including a European textile brand that launched in the US.

SAVOR (www.savor.us, E-Commerce High-End Gift and Home Brand) 2012-present

CO-CEO / CO-FOUNDER / CURRENTLY ADVISOR

•Savor, upscale e-commerce keepsake, home, and organization consumer brand, designs and manufacturers elegant solutions for important occasions.

•Created a unique white-space portfolio and architected the brand which has over 90% brand loyalty among customers.

•Directed entire strategy and creative effort to bring Savor to market.

•Set up vendor network, managed and negotiated operations including manufacturing, logistics, third-party, and warehouse.

•Co-managed day-to-day operations until 2018.

POPPIN 2014-2020

SENIOR DIRECTOR OF BUSINESS DEVELOPMENT, GROWTH TEAM (4 yrs. Consultant, 2 yrs. Employee)

•Project managed the launch of furniture which grew revenues from $14MM to $40MM.

•Intimately involved in portfolio planning, B2B marketing, go-to-market launch, events, advertising, business development and sales. New business development with A&D resulted in increased sales mix improvement from 19% to 30%.

•Assisted business development SaaS-type team and marketing department to best target end-users, and interior designers.

SVAN (formerly Scandinavian Child) 2013

VP MARKETING AND PRODUCT DEVELOPMENT

Oversaw all marketing, branding and new product development initiatives. Repositioned the Svan brand and image in the industry with a new website, new tradeshow booth, and new look for social pages resulting in increased social media engagement increased of 50%. Managed and marketed portfolio of high chairs and humidifiers.

Put 3 new projects into the product pipeline and selected an engineering / manufacturing partner.

Reported to the President.

OXO 2006-2012

CATEGORY DIRECTOR, STRATEGIC TEAM & OXO TOT

•Managed the P&L and worked with the team to develop short-term and long-term portfolios and growth planning. The team brought those portfolios to market and managed the lifecycles of the products.

•Prior to the launch of OXO Tot, led growth in several new categories of the home and housewares – storage & organization, clips, pantry ware, sink ware, hydration (water bottles), coffee and tea, tea kettles, lighting, cell charging, cable management, and trash bins.

•Created and led a new brand, OXO Tot, which became the fastest growing global division at OXO. Categories included feeding and drinking, food storage, high chairs and boosters, cleaning, bathing, on-the-go, and nursery.

•Oversaw creation of OXO Tot brand identity with external agencies, including logos and style guide. Spearheaded the marketing effort for OXO Tot website, packaging, brochure, and trade show booth.

•Managed acquisition of an LED lighting brand, Candela, which became a part of the OXO Tot assortment.

•Oversaw planning and execution efforts to develop over 60 products for launch at retail and Amazon.

•Managed 6 direct reports and 25+ indirect reports including a shared marketing team and 12 design firms.

•The products launched with my oversight won numerous design awards including the coveted Red Dot, Best of Best award.

•Reported to the President.

KNOLL (currently MillerKnoll) 1995-2006

SENIOR MARKETING DIRECTOR

•P&L responsibility for award-winning seating, lighting, and accessories division growing it from $40MM to $100MM through product development, sales and marketing efforts.

•Focused on driving environmental decision-making in seating design and development.

•Built and managed a team of 6 Seating Sales Specialists who sold ergonomic products.

•Worked closely with the sales team globally and often created and joined in sales presentations.

•Intimately involved with the product development and factory in weekly in-person meetings in Pennsylvania.

•Managed 4 direct reports and 35+ indirect reports. Reported to co-CEOs.

Education:

COLUMBIA BUSINESS SCHOOL (MBA – Marketing and Management) 1992-1994

•Honors: Dean's List, Hermes Society

•Jerome A. Chazen Institute of International Business Fellowship Recipient. Summer internship at Estée Lauder in Japan.

GEORGETOWN UNIVERSITY, SCHOOL OF FOREIGN SERVICE (BSFS) 1984-1988

•Study abroad, Dijon, France

Other:

•Volunteer - IIDA Welcome Committee member and Giving Factory Direct – Cradles to Crayons

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