Product Development Go-To-Market

Stacey E. Walstrum

**********@*******.*** • 267-***-****

linkedin.com/in/staceywalstrum/ • Newtown, PA

VP, Product Development Profile

Realizing full business potential through strategic direction and product innovation.

Growth-focused leader with comprehensive experience directing end-to-end marketing strategies and high-impact campaigns to propel company's profitability and brand image. Repeated success identifying new business opportunities, developing profit-generating strategies, and securing the bottom line to realize substantial revenue growth. Adept at optimizing improvements to marketing tools/platforms to increase throughput/conversion rate. Experienced with building profitable, long-term strategic partnerships with key stakeholders and business partners for continuous growth. Demonstrated excellent organizational, communication, and interpersonal skills combined with a proven ability to translate research findings into rich consumer insights.

Areas of Expertise

Strategic Planning & Execution

Product Development

Go-to-Market Strategy

Brand Identify & Recognition

Website Content & Copywriting

Revenue & Profit Growth

P&L Management

Market Segmentation

Sales & Contract Negotiation

Affiliate Marketing

Customer Relationship Management

Team Building & Leadership

Cross-functional Collaboration

Issues & Problem Resolution

Social Media Management

Notable Career Accomplishments

Recognized for identifying potential opportunities and implementing new selling strategies in a comprehensive go-to-market strategy, leading to a $3M project portfolio with key strategic customers.

Credited with launching a new brand with 55 new products, including defining all processes and operations to meet sales and tradeshow timelines.

Optimized and maintained +65% consumer retention rate by converting core events to virtual consumer experiences during the COVID-19 pandemic.

Professional Experience

THE PARKINSON ALLIANCE, INC., Kingston, NJ 9/2019 – Present

Development Director

Provide thought leadership, customer service, and operational oversight for a fundraising event in New York’s Central Park hosting 10,000+ participants. Refresh the overall brand’s look and feel to attract and increase consumer engagement.

Headed the successful development and integration of project management system for all events and marketing communications projects across The Parkinson Alliance and The Parkinson’s Unity Walk.

BOTANECO, INC., Lambertville, NJ 11/2017 – 3/2019

Chief Marketing Officer

Conceptualized and executed effective marketing strategies to propel commercialization efforts globally for an innovative natural personal care ingredient manufacturer. Ensured the achievement of business goals by building and directing a cohesive team, identifying critical distribution partners, and implementing plans.

WALSTRUM ENTERPRISE, LLC, Bucks County, PA 4/2013 – 11/2017

Consultant - Business Development and Management

Rendered exceptional consultancy to uncover potential opportunities and drive business growth for medium and large companies, including Polysciences, Inc., Creative Consumer Products, LLC, and Princeton University. Conducted detailed demographic and market segmentation study to re-launch skincare brand and gain national account acceptance, realizing growth in a new channel. Streamlined communications and data sharing process for capital asset acquisition, maintenance, and disposal. Created database and training/collaboration tools in a large enterprise organization.

Redesigned website image as per customer needs, resulting in increasing online traffic by 12% and revenue by 8%.

Employed a strategic approach to nurture and manage key accounts, improving merchandising and packaging, gaining incremental shelf space, and optimizing brand presence.

NUTRISYSTEM, INC., Fort Washington, PA 4/2010 – 3/2013

Senior Director, Product and Program Development

Led all aspects of product development to ensure end-to-end online customer experience based on key consumer insights. Streamlined product development stage gate process in collaboration with the research and product teams to improve product output. Designed high-impact marketing campaigns aligning with product development and consumer segmentation focusing on attaining top and bottom-line results.

Built a new branded product portfolio that increased diet season sales by 3% in a declining market.

Served as a creative director for the Nutrisystem edition of the Classic Low GI Cookbook; sold over 3,000 copies.

Identified and developed a 4-year long-range product pipeline for a full consumer trial with the University of Penn Medicine.

Career Note

Global Director of Marketing BENETTON SPORTSYSTEM - PRINCE TENNIS (FOUNDATIONAL GLOBAL BRAND), Bordentown, NJ

Led the nation as the #1 selling shoe for 6 years, including managing sales, marketing, and product development worldwide with a team of 2 people.

Launched Quiktrac lightweight line of footwear to compliment the Natural Foot Shape collection, driving double digit sales increase and 5% market share points in first 2 years.

Brand Manager SARA LEE HOUSEHOLD & BODYCARE, Exton, PA

Conceptualized and developed aggressive integrated marketing plan, including print, trade, and consumer promotions, packaging redesign, merchandising, and line extensions, leading to 10% market share growth over 3 years.

Launched new range of women’s ‘Cosmetics for Shoes’, gaining new key account distribution of $3.5M.

Education

Biological Sciences / Pre-Dentistry

University of Maryland, College Park, MD

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