Marketing Manager Product Development

SHREE YARDI

Westbury, NY Phone - 217-***-**** Email – *****.*****@*****.***

SUMMARY

Seasoned, results driven, energetic CPG Brand Management professional with proven leadership, brand stewardship, demonstrated ability to grow brands in top tier CPG companies. Strategic thinker with disciplined analytical and strategic skills, and expert in marketing strategy frameworks including mining insights, defining core and growth consumer target, positioning, purpose, POD, overall Communication Strategy / IMC plan development and execution by channel. Innovation pipeline development identifying white space and NPD commercialization and launch.

EXPERIENCE

KISS PRODUCTS INC Port Washington, NY

Senior Global Brand Leader –Eye Lashes Equity & Innovation Contract (2024 – Present)

Lead for $200 MM lashes portfolio business Global brand strategy, Global Retail 360 activation, Master brand campaigns, PR, Ambassadors, Events, Influencers, Content tool kits. Coach 3 direct reports. Collaborate with Trade Marketing, Sales, Product Development for omni channel growth & innovation. Manage Marketing Manager, Assistant Marketing Manager & an Intern. Deliver KPIs ROI’s, CPC, CPV, CPM, CAC, impressions, ER.

Led 2025 Brand Strategic plan. Created Brand’s Hero campaign for 2025 for TV & Digital. Led A&U and MMM research studies.

Own annual activation briefs, $12 MM budget, media planning across awareness and conversion media to fuel omni channel growth.

Lead & execute multi-channel digital ad campaigns, PR, influencer & UGC campaigns, creative assets, video ads & NBC Wicked collab.

GODREJ NORTH AMERICA Atlanta, GA

Head of Brand Marketing/Senior Brand Manager – Haircare & Color, Personal Care & Beauty (May 2019 – Aug 2023)

Led Equity & breakthrough innovation, E2E product development, commercialization, category development in Haircare & color for a Global CPG Company to disrupt the US market and led D2C brands. Promoted to Head of Legacy Hair Care Brands portfolio to lead African Pride brand restage.

Launched new brand of Men’s hair color projected to be $80 MM in 5 years. Led vision, strategic brand foundation, proposition, brand & pack architecture, and E2E commercialization of Hair Color portfolio. Led global team and workstreams R&D, Reg, legal, Supply Chain. Spearheaded end to end proposition development, validation, including Packaging Art, Brand Purpose, Brand Archetype, Consumer Target. Positioning, Marketing Plan with digital-first approach and Customer Sell In. Shape Equity Development via full funnel marketing plan. Annual business plan development. Developed brand communication, Big Idea, Digital Media plans and engaging creative assets.

Created African Pride Brand visual language, messaging strategy. Drove strategic vision for IMC 360 campaigns. Created Awareness and Conversion campaigns. Created full funnel marketing plan. driving content strategy, messaging, creative guidelines, paid media assets production. Owned campaign concepts, messaging, storytelling, paid media & ecommerce assets, influencer guidelines.

Develop and own brand strategy for $80MM iconic multicultural hair care brands portfolio in US, LATAM, EMEA defining next phase in these brands success stories. Revenue +8% YTD. Led E-Commerce capabilities, Amazon storefront, PPC. Executed Shopify integration.

Influencer Program, Paid Social, Search, Digital Media, Meta Audience Targeting, Sampling, PR, Content Calander, GTM tool kit for African Pride, Protective Mega Growth, Just For Me, Curl Rehab textured hair brands in the US, Caribbean and LATAM markets.

Social Media, marketing calendars, GTM tool kit, Influencer content creation, media planning. Lead & execute PR, digital, influencer & brand ambassador collaborations, PPC and paid social digital campaigns. Analyzed social media analytics, KPIs & tools i.e Dash Hudson.

Manage marketing associates, social media manager, agency partners. Won 2022 Best Innovation Award across Godrej NA, ME, Africa.

BEIERSDORF INC Wilton, CT

Brand Manager - Eucerin Skincare body, baby & face (Apr 2016 – Oct 2018)

Responsible for multiyear brand strategy, growth roadmap and execution across all channels, brand building, P&L delivery for $150 MM Dermo Cosmetic Eucerin portfolio across Body & Baby categories and owner of brand equities. Reversed brand’s 3year $POS and share decline.

Led turnaround, vision, strategy and re-launch of Eucerin Body, brand architecture, advertising, positioning resulting in steady year over year growth. Delivered +9% revenue, +2% EBIT and +0.3 share pts YTD and on track to meet FY’18 goals.

Led Equity, Comms strategy. Oversee IMC teams of 6 agencies, Big Idea, new TV creative development, PR and Social campaigns.

oDelivered new high scoring TVC exceeding action standards and exceeding norms leading to +78% $POS growth on HERO SKU. Led creative briefing, campaign strategic creative idea, social content production, paid social, owned, earned & paid media plan development. Led MMA, Price elasticity studies, Equity tracking, Packaging research, NPD Concept test.

oCreated and managed paid social campaigns across Meta, YouTube. Delivered best cost per reach ($0.10) and Engagement Rates 10-15% vs previous benchmarks. Owned campaign concepts, messaging, story telling, paid media assets, influencer guidelines.

Partnered with Trade Marketing, Sales, Shopper, E-Commerce, Medical marketing leading to successful Go to Market Sell In presentations. Drove collaboration across cross functional team instilling “One Team One Voice” emerging as high-performance disciplined team. Responsible for planning $38 MM marketing budget, effectiveness measurement & reporting. Drove distribution in CVS Derm isle & Ulta.

Eucerin Baby brand champion. Developed Eucerin baby vision, role in portfolio, strategy and tactics driving organization excitement, development and execution of plans. Delivered 1.6ppts growth in MS and highest GM and EBIT in the company.

Led development of strategic growth model, partnered with Global in developing 3 Yr innovation roadmap for Eucerin Body developing 5-year new products pipeline. Developed, tested and qualified concepts for launch. Launched 1st in category innovation surpassing goal.

Coach and develop 3 direct reports. Responsible to unlock potential of 3 ABMs and mentor junior marketing talent.

Identified as high-performance talent, was sponsored for Executive Leadership Base Camp training. Recipient of Performance awards.

RECKITT BENCKISER INC Parsippany, NJ

Brand Manager- Digital and e-Commerce/e-Tailing (Jan 2014 – Dec 2014)

As a Digital strategist, developed new demand generation tools integrating Digital, Social and e-Tailing to bring brands together online to drive larger “basket size” for RB Brands across FDM retailers. Developed Omni Channel brand campaigns.

Developed RB’s e-Tailing strategy and activation plan for Healthcare and Air Care categories and managed $100MM in Net Revenue. Activated Digital, Mobile, Social, and Digital Shopper marketing programs for RB’s brands across key e-Tailers - Peapod, Walmart, Sam’s Club, Walgreens, Drugstore, CVS. Drove 113% vs. 2014 revenue goals on RB’s e-Tail business.

Managed Marketing Analyst on e-commerce team and digital brand ABM.

NESTLE NUTRITION INC Florham Park, NJ

Senior Associate Brand Manager- Gerber Purees (May 2011 – Oct 2013)

Managed $550+ MM Infant Nutrition Purees portfolio. P&L ownership, New Product Innovation, Development and execution of Marketing plan, Purees Innovation - Renovation plan and execution, KPI’s & Business analysis, Monthly volume forecast and $38 MM marketing budget.

Developed vision, new products strategy on 3rd Foods to drive consumer relevance and reverse volume declines. Gained senior leadership alignment, led the successful innovation launch of 3 new SKUs of ethnic inspired 3Foods over delivered revenue goals.

Led a 15+ person cross-functional team commercializing new product, Stage Gate including Product Design, Formulations, Industrial trials, Stage Gate processes, Packaging Development, Sales Material and Product delivery in an expedited 10 month commercialization window.

Ownership of $550 MM portfolio of monthly volume forecast. Improved forecast accuracy by 10% by building a more granular forecast model and proactively providing robust insights and plans. Delivered monthly shipment and consumption analyses.

Planned and executed of $38 MM marketing investments in TV, Catalina, CRM, Shopper Marketing, Digital, FSI, Coupons and Print media. Revamped Catalina strategy for Purees with focus on incremental volume and efficient spend.

Led Gerber Purees packaging redesign – managed complex project with capital investment, graphics redesign and inventory management to ensure no obsolescence and out of stock. Nestle Nutrition NA President’s recognition for flawless execution

DR PEPPER SNAPPLE GROUP Dallas, TX Consulting Brand Manager (Oct 2009 – Apr 2011)

Led the execution of 2010 marketing plans including Merchandising & Retail Activation and Consumer promotions for Venom Energy for $10 MM marketing spend. Reversed the brand trends; delivered +62% increase in shipments.

Developed and activated a highly visible Local Celebrity Ambassador Program driving consumer engagement and visibility with top celebrities like DeMarcus Ware, TripleH and Marco Andretti Sponsorship.

KRAFT FOODS INC. – OSCAR MAYER Madison, WI

Sr Associate Brand Manager- Boca Foods (Dec 2007 – Aug 2009)

Led Boca website re-launch project. Partnered with agency to contemporize the site to deliver focused brand message, aligning with IMC brand communication. Led the development of new site creative and content.

Developed Boca New Product strategy and launched new SKUS through all stages of commercialization resulting in + 3.5% brand revenue growth. Led key brand initiative “Boca Harmonization” a renovation project.

PR Lead – Developed first ever Social Influencer campaign driving increased consumer engagement and recruiting 5 MM new followers. Managed $1MM PR spend.

Associate Brand Manager- Boca Foods

Spearheaded reformulation of 5 SKUs delivering 10% lift in velocity. Managed the project to deliver on hard cut off timing and minimizing obsolescence.

Developed and secured buy in on SKU rationalization recommendation to drive fast moving and high margin portfolio.

Executed graphics refresh for all Boca SKUs leading high performance team resulting in an error free and on time delivery of packaging graphics.

CAMPBELL’S SOUP COMPANY Camden, NJ

Associate Brand Manager- Campbell’s Gravy (Dec 2006 – Nov 2007)

Gravy Business P&L owner, responsible for Budget, forecasting for $40 MM portfolio. Exceeded F07 plan expectation delivering +3.7% top line growth vs. plan. Led S&OP and drove alignment on monthly volume projection resulting in 96% forecast accuracy from 52%.

Gained alignments on the recommendation for F09 re-launch. Scoped and developed a commercialization plan. Projected to deliver $3.8 MM in EBIT in the 1st year.

Developed and executed consumer promotions strategy for F08, maximizing efficiency of available budget. Developed insights on past FSIs delivering poor ROI, gained alignment on a new plan resulting in 2 more events for the same budget.

EDUCATION

UNIVERSITY OF PENNSYLVANIA – THE WHARTON SCHOOL Philadelphia, PA

Executive Leadership Program,

UNIVERSITY OF ILLINOIS Urbana-Champaign, IL

Master of Business Administration GPA: 3.67/4.00

Concentration: Marketing and International Business

UNIVERSITY OF PUNE Pune, India

Master of Business Administration Concentration: Marketing

Bachelor of Science Major: Chemistry

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