Manager Project

Kristine Schreiber

***A Warren Street

Watertown, MA 02472

617-***-**** mobile

SUMMARY:

Talented and energetic marketing professional with 15+ years of progressive experience within the consumer products, food & beverage and electronics accessory industries. Highly skilled at developing and executing integrated marketing plans, product launch and product/brand campaign management. Proven track record of increasing revenue, market share and brand awareness. Effective manager of staff and agencies. Able to manage multiple projects within time, budget and resource constraints.

WORK EXPERIENCE:

Various Clients 2/2010-Present

Marketing Consultant

Develop brand and marketing strategies, create integrated marketing and category launch plans and manage strategy and execution of consumer events. Clients include large regional grocery chain, reading/electronics accessory start-up, healthcare start-up, and non-profit women-in-business group. Client list available upon request.

LightWedge, LLC 9/2010-12/2011

Director of Marketing

Consulting client needed full-time marketing leadership to create corporate and brand strategies, as well as develop multi-year product marketing plan. In this position, I was the primary driver of brand, product and communications strategies and tactics. Immediately, I created a new product development process and oversaw development of an e-commerce website for B2B/B2C businesses. I also managed licensing/relationship management (Disney, NYT and Vera Bradley) and created enterprise value through the initiation and maintenance of IP (patents, trademarks).

•Developed product development process and quadrupled new product development in 5 months

•Increased profit margins by 5% in competitive, fast paced, commodity-based industry

•Improved speed to market by 30%

•Managed internal team of 5 including: project manager, graphic designers, e-commerce manager and marketing assistant/CS manager; and external contactors for PR and Industrial Design.

•Created archive for IP (trademarks and patents) between company and attorneys and/or licensors

The Natural Dentist 6/2007-2/2010

Director of Brand Marketing

Small, start-up company in need of brand identity, positioning and product line to support its challenger position. Utilizing consumer insights, I led the team that developed a stronger, broader positioning for the brand and created new, more profitable SKUs to add to the product line. Updated all graphics and created a brand standards guide. Increased revenue and profitability of SKUs (15-20%) and increased brand share in the natural oral care marketplace in the latest 52 weeks (+15%).

•Led cross-functional agency strategy and execution of new branding across all platforms

•Developed and executed integrated marketing campaign including: advertising, promotions/account specific programs, trade shows, website, and PR/social media

•NPD Lead: leveraged syndicated data to capitalize on category trends, identified new business and brand development opportunities and managed product portfolio

•Conducted consumer research – utilized qualitative and quantitative product concept/A&U, and conjoint/TURF to aid in product and creative development

•Leveraged social media to build community of endorsers (Brand Ambassadors)

•Identified new retail distribution opportunities, built sales tool kit, and presented at account/retailer meetings

•Managed internal staff of 4, 2 external agencies

Vitasoy-USA, Inc. 4/2006-6/2007

Marketing Manager

Family owned, wholly owned subsidiary of Vitasoy, one of the largest beverage companies in Hong Kong. Restructured the company website following best practices (SEO, nav) and allowing for frequent updates by internal team (content management system). Made significant improvements to PD and marketing communications processes within the company.

•Planned and executed campaign/product plans & launches

•Managed assigned product categories: SKU rationalization, lifecycle & portfolio management, sales distribution and resolution of inventory/operations issues

•Directed interactive and consumer media efforts: website overhaul and ongoing management, created monthly E-Newsletter, online advertising with optimization, and public relations.

The Holmes Group, Inc. 12/2000-4/2006

Brand/Product Manager – Food Storage Category (2005 – 2006)

Led cross-functional team for launching Seal-A-Meal® and FoodSaver® branded products idea generation through commercialization. Relaunched revamped line of 5 SKUs and redesigned/repositioned Seal-a-Meal brand within 10 months (inception to shelf). Increased revenue, reduced NPD project timing, and increased profitability.

•Managed appliance & accessory NPD

•Executed multi-million dollar integrated marketing plan including: TV, print and online advertising, PR, consumer events & promotions and trade marketing programs

•Managed development of creative (internal/external agency) for integrated campaign/launch

•Conducted Market Research – Qualitative/Quantitative

•Analyzed syndicated data and customer POS to generate monthly reports

Senior Manager, Global Communications and Design (2000 – 2005)

Leveraged technology (digital photography, DTP Printing and FTP) to reduce packaging production costs (>50%), shortened project cycle time by 4 weeks and eliminated overnight international shipping for packaging/graphics printed in China. Acted as primary liaison between the US-based Marketing and Creative teams and Hong Kong/China-based production team.

•Led brand and communications efforts for Home Environment and Lighting Business Units

•Developed and executed product launch plans including objectives, positioning, tactics and metrics

•Developed positioning and brand identity for (9) international consumer brands (Holmes®, Bionaire®, Patton®, FamilyCare®, Halls™, HeatSafe® and Titan®) including major brand updates

•Managed licensing relationships with Halls®, Microban® and Arm and Hammer®

•Optimized $500K packaging budget including: monthly analysis and reporting to VP

•Wrote and produced TV commercials, point-of-sale videos, product training videos (for store staff), and online "how to" videos

•Produced POP signage and displays – within retailer requirements and budget parameters

•Managed 2 project managers (direct) and 4 graphic designers (dotted line)

Fetco International 12/1998-12/2000

Marketing Services Manager

Mid-sized home décor company that produces photo frames, wall décor and home fashion accessories. In this position, I was responsible for all marketing communications. I managed the bi-annual catalog design, product photography and print production, as well as the execution of all marketing tactics. Fetco was selected by Hallmark to pilot test a new web-based ordering process, which I was given the responsibility to implement throughout the company (order processing, finance and customer service).

•Executed marketing communications tactics: packaging, bi-annual catalog production, PR, NY showroom layout & décor and trade/consumer advertising campaigns

•Assisted with product development and trend research identified emerging fashion trends and color palettes to Sr. Management

•Worked with Director to identify and manage licensed properties (Warner Bros, Cheri Blum and Warren Kimble)

•Developed B-to-B selling opportunity with Hallmark (MIX)

Duracraft/Honeywell Consumer Products 6/1995-12/1998

Creative Assistant, Marketing Services Specialist

Entry level position within an in-house creative design department. Learned all aspects of graphic design, photography and video production.

•Initiated/Tracked creative projects within busy in-house design department (1,000+ projects annually)

•Proactively identified PR opportunities, wrote press releases and followed through with media requests

•Managed print production of consumer and trade communication materials

•Processed and reported purchase/accounting materials with finance department

•Collaborated with marketing to establish product design (family look) and colors for brand families

•Coordinated new product samples for customer meetings and photo shoots

•Developed archival/tracking system for artwork assets (transparencies, printouts, etc.)

EDUCATION:

Providence College, B.A. Psychology 1995

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