SUMMARY

  • Proven global marketing leader, previously a software engineer
  • Managed and grew top consumer brands including Meow Mix cat food ($470M), Klondike ice cream ($350M) and Dove personal care products ($1B)
  • Specialized in digital content and social influencer/community marketing
  • Recognized for abilities to manage complexity and ambiguity with a strong bias for action

 

PROFESSIONAL EXPERIENCE

BIG HEART PET BRANDS, San Francisco, CA | August 2014 - May 2016  

Brand Manager: Meow Mix Wet and Treats - $100M business

Responsible for delivering B2B and B2C business strategies, marketing content, and profit & share targets; managed multiple agency relationships; managed Associate Brand Manager and consultants

  • Successfully launched Irresistibles® cat treats, contributed to 30% of category growth and brought in 8% new category consumers, significantly outperformed competitions, through designing and executing an integrated “Irresistible Moments” campaign across TV, Digital, Social, PR and Consumer Promotions
  • Developed a compelling B2B selling story for Irresistibles® launch based on category and consumer insights resulting in overachieving distribution targets by 31%
  • Built communication and product innovation roadmaps to drive business growth based on deep understanding of customer (Target, Walmart etc.) and consumer needs through in-depth market research
  • Developed transformational Meow Mix Wet growth strategy to double assortments within existing shelf space while improving portfolio performance

Senior Associate Brand Manager: Meow Mix Dry - $370M business

Developed marketing and business plans to deliver Meow Mix Dry business against profit and share targets; leveraged consumer research to refine brand positioning and improved loyalty; identified business expansion opportunities and provided leadership to agencies and cross functional teams

  • Led integrated agency team in executing “It’s Meow Time” campaign across digital, social, PR and search. Produced, released and promoted four music videos inspired by the iconic Meow Mix jingle, generated over 7 million views with minimal paid support and improved digital marketing ROI by 38%
  • Led cross functional teams in designing and executing Meow Mix Dry restage including nutritional claims research, on pack communication hierarchy update, and packaging redesign to elevate Meow Mix nutritional credential and improve brand loyalty
 

UNILEVER, Englewood Cliffs, NJ | March 2011 - July 2014

Senior Associate Brand Manager: Klondike US Brands Building - $350M business

Delivered market share and business targets; managed P&L and monthly demand forecasting; developed integrated marketing plans, portfolio and channel strategies; provided leadership to agencies and cross functional teams

  • Designed and executed the “Klondike Celebrity Challenge” campaign including social consumer engagement, video production, digital amplification and PR outreach, resulting in a 126% increase in Twitter fans, a 16% increase in Facebook fans and a re-energized “What would you do for a Klondike bar” creative platform
  • Led cross functional teams to develop channel and customer unique offerings resulting in $600K incremental sales in 2013 and projected $1M incremental sales and 14% GM improvement in 2014
  • Developed assortment and planogram recommendation for 2014 based on SKU performance analysis to optimize product portfolio, resulting in 8% dollar volume growth since shelf reset

Associate Brand Manager: Dove Global Brand Development - $1 Billion business

Responsible for stewardship of one of the most iconic global brands; grew the Dove Bar business by $165M globally by launching two line extensions and developing go to marketing strategies and assets for NA, EU and LATAM; provided leadership to global cross functional teams in all three regions

 

BATH & BODY WORKS, New York, NY | March 2010 - March 2011

Associate Product Manager: Antibacterial Hand Soap and Sanitizer - $375M business

Launched nearly 100 new SKUs by developing innovation strategy and cadence by season; refined design and fragrance concepts while drawing inspirations from fashion and pop culture trends

Associate Product Manager: True Blue Spa - $85M business & Patricia Wexler Dermatology - $35M business

Led brand restage including pack redesign, portfolio and pricing optimization; developed growth strategy through industry trend spotting and competitive tracking

 

INVISION, INC., New York, NY | 2000 - 2009

Software Engineer / Client Partner                         

Developed, debugged and maintained Java/J2EE based proprietary enterprise ad sales platform; developed, trained and supported clients of a Business Intelligence reporting system

 

EDUCATION

NYU Stern School of Business, New York, NY | May 2007

MBA, Marketing and Entrepreneurship

Dickinson College, Carlisle, PA | May 2000

BS, Computer Science Major and Math Minor

SKILLS & INTERESTS 

Language: Fluent in Mandarin (Written and Spoken)

Interests: Traveling (South Africa, China, Vietnam), Volunteering (especially animal welfare related), reading/watching/learning about Criminal Justice, Kick Boxing, Music (rock & metal)