PROFESSIONAL SUMMARY
Entrepreneurial, hands-on strategist with 20+ years in brand management, digital marketing, and innovation. Proven in new category entry, direct and retail business models, increasing cost-effectiveness of marketing, and growing revenues. Excel at uncovering key insights, applying them to brand strategy, translating strategy into measurable tactics, and leading a team toward successful execution.
EXPERIENCE & ACHIEVEMENTS
TOWNE (Qvale Technologies, Inc.), Burlingame, CA 2021-Present
Advisor & former Chief Marketing Officer of online marketplace and delivery service for local goods.
Led brand launch for first service area and advised on expansion strategy.
- Iteratively shaped brand, marketplace, and go-to-market strategy based on consumer response to product offerings, site design and UX, messaging, and marketing vehicles employed.
- Tested and optimized marketing mix, growth tactics, and creative execution.
- Changed acquisition strategy to attract more qualified customers and built out retention marketing program resulting in 6X increase in repeat customer rate.
WILLPOWER LABS, INC., San Francisco, CA 2015-2021
Chief Marketing Officer of behaviorally-based consumer health & wellness products start-up.
Built MealEnders brand strategy to carve out new segment (overeating avoidance) in the weight management category; driving online sales via full-funnel tactics.
- In 1st year, drove sales of $1.1MM versus prior run rate of 200K and reduced CPA 40% with new Facebook strategy, proving concept for investment and publicity.
- Launched on Amazon, building to 25% of overall sales.
- Managed website revamp to increase CVR 25% and raise AOV 7%. Initiated pricing changes to further increase AOV by +12%.
- Led strategy for securing and leveraging 2017 appearance on ABC’s Shark Tank.
- Developed engagement and retention strategy that increased customer reorder rate by almost 80% and built mailing list to 100K subscribers.
- Negotiated blogger sponsorship resulting in 60% boost in annual sales.
- Crafted influencer marketing program leading to 300K views at $.03 per view.
- Began affiliate program that reached 7% of total sales in less than one year.
BRAND MARKETING & PRODUCT INNOVATION CONSULTING, San Francisco, CA 2011-Present
Offered entrepreneurial thinking and action to large companies; and classical brand marketing to emerging companies:
- Assisted menopause and immunity supplement start-up HealthyUp with brand development and go-to-market strategy, including messaging, packaging, website development, social media, and digital advertising.
- Developed growth strategy for Rise Bar protein bars.
- Worked with innovation team at Clorox/Burt’s Bees to develop non-adjacent category entries for the brand resulting in Leadership Team’s approval on recommended concept.
- Developed brand strategy/positioning for premium coffee & tea company.
- Crafted sales story for popchips leading to $3MM in revenue within 7 months.
- Worked on GameChanger Products consulting team to fast-track innovation for General Mills and Chiquita.
- Led a team at Del Monte Foods to test and launch new product line on an accelerated timeline.
NATURALENA BRANDS, INC., San Francisco, CA 2013-2015
Head of Brand for natural sanitary protection start-up.
Led U.S. launch for Veeda, a new brand of tampons, pads and liners with 100% cotton promise.
- Developed and executed brand strategy and launch plan for Veeda brand, selected and on-boarded vendor partners, and prepared creative for launch.
- Achieved double-digit monthly growth in Facebook and website engagement through PR and other brand-building efforts.
- Formulated sales strategy and presentations to secure distribution in dozens of regional accounts.
GUTHY-RENKER, LLC, San Francisco, CA 2009-2010
Vice President, New Project Development for worldwide leader in direct marketing of personal care products.
Led strategic initiatives in the areas of new product development, brand building, direct marketing and e-commerce.
- Collaborated with COO to reverse decline in Proactiv sales via brand-building and retention strategy leading to almost a whole turn increase in stick rate and over 40% topline growth (~ $300MM increase). Initiatives included:
- Working with Drs. Rodan & Fields to develop Proactiv’s 500+ FAQ database available to consumers online, and through customer service CRM system; supported with call center scripting and training.
- Creating new Proactiv digital resources for customers including online product catalog to stimulate sales and instructional site to pre-empt pain points leading to subscriber loss.
- Re-introducing heritage elements of the brand in all communications.
- Starter kit redesign including book of doctors’ skin care secrets that got rave reviews from bloggers.
- Created company-wide brand guide for Meaningful Beauty by Cindy Crawford ensuring message consistency.
- Established new product evaluation system that advanced investment initiatives by Guthy-Renker partners.
- Advised product teams on research and messaging for new food, skincare, and cosmetic products.
NATURE’S CURE, Oakland, CA 2000-2009
VP, Marketing & Innovation for company with platform of combining conventional and natural treatments.
Managed marketing strategy and P&L for acne and feminine care lines, and new product development.
- Increased sales + 52% in 3 years after taking over P&L, reversing decline of -27% over prior 3 years.
- Led development and testing of several health & beauty treatments with 6 reaching successful national launch.
- Developed and launched feminine care line, growing company’s first new category entry to 26% of sales.
- Initiated and implemented Direct Response TV strategy, generating cost savings in excess of 50% while increasing sales.
- Increased teen reach with online/social, mobile, podcasting, sponsorships, sampling, out-of-home and more.
- Built joint promotions that gained new distribution and display orders amounting to 30% of key season revenues.
SUNSWEET GROWERS, INC., Pleasanton, CA 1998-2000
Product Manager for world’s largest branded dried tree fruits company with over 85% U.S. brand recognition.
Developed three new product lines and restaged another during first year
- Grew dried fruit category with development & launch of Fruitlings, gaining 6% share of fragmented category.
- Launched rival to Ocean Spray Craisins to gain 12% share of segment with minimal budget in 5 months.
- Redesigned, improved and extended specialty fruit line, doubling sales and moving from #6 to #2 in category.
- Relaunched prunes as “dried plums” with package redesign and new TV ads that drove 6% sales lift.
- Increased sales by over 20% through quarterly integrated promotional campaigns featuring sweepstakes/contests, cause-related sponsorships, couponing, and in-store tactics.
COTT BEVERAGES, USA, Burlingame, CA 1996-1998
Marketing Services Manager for largest global private label soft drink supplier (and strategy consultancy)
- Developed and built new retailer brands, advising retailers on their overall private label program architecture.
- Launched soda lines at Fred Meyer and Lucky leading to over 15% category growth.
EDUCATION
MBA, STANFORD UNIVERSITY GRADUATE SCHOOL OF BUSINESS, Stanford, CA
Elected Senator to student association, Co-Chair of Marketing Club.
BA, UNIVERSITY OF PENNSYLVANIA, Philadelphia, PA
Distinction in Psychology, magna cum laude, Phi Beta Kappa, General Honors, Benjamin Franklin Scholar.
ACTIVITIES
Civic President, Board of Directors, San Francisco Jewish Film Festival
Elected position in the oldest and largest festival of its kind in the world with a $1.4 million operating
budget. Helped navigate the organization through a PR crisis that reached national news.
Volunteerism: 5 Stanford’s Alumni Consulting Team (ACT) projects and one Taproot project providing
strategy and marketing expertise to Bay Area non-profits.
Personal Language skills in Hebrew, French and Spanish.