With more than 15 years of marketing experience, Dana Doron has worked at various consumer
product companies including Guthy-Renker/Lieberman Productions, Nature’s Cure,
Sunsweet Growers, and Cott Beverages. After graduating with honors from the University of Pennsylvania, she began her career working in account management in the agency world. She provided strategic counsel, project execution, and creative management of advertising, direct mail, public relations, special events and collateral to companies in a wide variety of industries, including high tech, professional services, and consumer packaged goods. Moving in-house as public relations specialist at BayBank Boston, she gained publicity for the bank's financial product offerings and for its sponsorship of such renowned events as the Head of the Charles Regatta and Bruins Hockey events featuring BayBank spokesperson Bobby Orr.
Ready to advance her general business knowledge, Dana earned her MBA from Stanford University's Graduate School of Business, where she found her passion for consumer product brand management. In additional to student projects for The Bay Area Discovery Museum and Noah's Bagels, her summer internship at Avery-Dennison enabled her to confirm her interest in the field. Her first job out of Stanford as Marketing Services Manager for Cott Beverages gave her a first-hand understanding of key retail channels as she worked closely with retailers and brokers to launch new premium store brands and beverage lines at food, drug and mass chains including Fred Meyer, Lucky and Payless/Thrifty. She moved into a product manager role at Sunsweet Growers to expand her expertise to a national brand level and attain the broader classical marketing skills that come with it. Joining a marketing team with an aggressive 5-year growth plan, she worked on repositioning the stagnant Sunsweet Prune brand to appeal to a younger boomer target market. She helped achieve a turnaround in the declining prune business by transitioning to the name "dried plums," rolling out new packaging for the line, and managing the execution of an entirely new marketing communications strategy. Sunsweet also provided Dana the opportunity to delve into product innovation and launch with involvement in three new product lines, including Fruitlings, which she developed from concept to launch including naming, flavor development, packaging, financials, pricing, consumer testing, launch planning, advertising and promotions.
With her move to Nature's Cure, Dana was able to bring her skills to an entrepreneurial environment where she could be involved in all aspects of the business and have a significant impact on its growth. Dana expanded the Nature's Cure Acne Treatment line and extended the Nature's Cure brand into a new category, Feminine Care, accomplishing the company's first new product success after several years of attempts under different new product leadership. She also left the company with a pipeline of 5 new highly-rated product concepts at different stages of readiness for commercialization. Her other significant contribution was to improve advertising ROI, sales, and Nature's Cure's brand awareness and image by moving the company to a direct response business model, complete with DRTV commercials, e-commerce sites, telemarketing and fulfillment. Her impact on the company went well beyond the traditional marketing role as she became a trusted member of the management team handling key initiatives in operations, sourcing, cost negotiations, patent strategy, regulatory affairs, financial management, and investor cultivation.
Dana's experience with building the direct response business at Nature's Cure led her to pursue a position with the leader in direct response advertising--Guthy-Renker. Her branding expertise and understanding of Direct Reponse was valued by Guthy-Renker as they were eager to build the brand equity and, thus, the consumer connection to their flagship brands (Proactiv Solution and Meaningful Beauty by Cindy Crawford) and to build a product portfolio that was bound for additional $50MM+ brands. She helped solve one of the key issues faced by Proactiv--auto-ship cancellations--by addressing the root cause... lack of consumer compliance with usage instructions. In addition, she brought structure to Guthy-Renker's new product review process, developing a set of criteria and system by which to evaluate the myriad new product opportunities presented to the company.
Dana is now seeking opportunities to apply her talents to new challenges. She is open to full-time, contract and consulting engagements; as well as entrepreneurial start-up partnership opportunities.
Ready to advance her general business knowledge, Dana earned her MBA from Stanford University's Graduate School of Business, where she found her passion for consumer product brand management. In additional to student projects for The Bay Area Discovery Museum and Noah's Bagels, her summer internship at Avery-Dennison enabled her to confirm her interest in the field. Her first job out of Stanford as Marketing Services Manager for Cott Beverages gave her a first-hand understanding of key retail channels as she worked closely with retailers and brokers to launch new premium store brands and beverage lines at food, drug and mass chains including Fred Meyer, Lucky and Payless/Thrifty. She moved into a product manager role at Sunsweet Growers to expand her expertise to a national brand level and attain the broader classical marketing skills that come with it. Joining a marketing team with an aggressive 5-year growth plan, she worked on repositioning the stagnant Sunsweet Prune brand to appeal to a younger boomer target market. She helped achieve a turnaround in the declining prune business by transitioning to the name "dried plums," rolling out new packaging for the line, and managing the execution of an entirely new marketing communications strategy. Sunsweet also provided Dana the opportunity to delve into product innovation and launch with involvement in three new product lines, including Fruitlings, which she developed from concept to launch including naming, flavor development, packaging, financials, pricing, consumer testing, launch planning, advertising and promotions.
With her move to Nature's Cure, Dana was able to bring her skills to an entrepreneurial environment where she could be involved in all aspects of the business and have a significant impact on its growth. Dana expanded the Nature's Cure Acne Treatment line and extended the Nature's Cure brand into a new category, Feminine Care, accomplishing the company's first new product success after several years of attempts under different new product leadership. She also left the company with a pipeline of 5 new highly-rated product concepts at different stages of readiness for commercialization. Her other significant contribution was to improve advertising ROI, sales, and Nature's Cure's brand awareness and image by moving the company to a direct response business model, complete with DRTV commercials, e-commerce sites, telemarketing and fulfillment. Her impact on the company went well beyond the traditional marketing role as she became a trusted member of the management team handling key initiatives in operations, sourcing, cost negotiations, patent strategy, regulatory affairs, financial management, and investor cultivation.
Dana's experience with building the direct response business at Nature's Cure led her to pursue a position with the leader in direct response advertising--Guthy-Renker. Her branding expertise and understanding of Direct Reponse was valued by Guthy-Renker as they were eager to build the brand equity and, thus, the consumer connection to their flagship brands (Proactiv Solution and Meaningful Beauty by Cindy Crawford) and to build a product portfolio that was bound for additional $50MM+ brands. She helped solve one of the key issues faced by Proactiv--auto-ship cancellations--by addressing the root cause... lack of consumer compliance with usage instructions. In addition, she brought structure to Guthy-Renker's new product review process, developing a set of criteria and system by which to evaluate the myriad new product opportunities presented to the company.
Dana is now seeking opportunities to apply her talents to new challenges. She is open to full-time, contract and consulting engagements; as well as entrepreneurial start-up partnership opportunities.