Alex Edell Shapiro Email & Phone Number

Greater New York City Area

Greater New York City Area

Full marketing and P&L responsibility for the Sudden Change skincare brand. Manage the marketing budget, identify new line extension opportunities and collaborate with cross-functional teams to create and implement programs. Continue to assist with project management and marketing program development for the Nutra Nail and Bikini Zone brands.- Identified new skincare opportunity and managed all aspects of launch including concept creation, consumer research, product development, COGS management, packaging and pricing. Coordinated cross-functional teams and 3rd party manufacturers to Stage 2016 launch. Projected sales to exceed $2.0MM in sales.- Authored Sudden Change 2016 marketing plan covering A&P budget recommendations, category analysis and forecasts.- Recommended and assisted in executing the launch of a new shave product that secured national distribution for a 2016 launch and is forecasted to increase Bikini Zone sales +11%.- Develop strategy and content for marketing programs including TV, print and digital.- Work cross-functionally with internal creative in partnership with external agencies to manage delivery and execution of media plans.- Collaborate with the Sales team to create sell stories for B2B presentations and assist on sales calls with key accounts. - Craft product positioning statements, new product concepts, creative briefs and package copy.- Conceptualize and direct the design and production of packaging, sales materials, POP displays and creative/advrtising.- Evaluate new product feasibility including size of opportunity, target audience, forecasting, pricing and ROI.

Supported the VP of Sales & Marketing and Brand Managers in all aspects of brand planning, program execution and budget management for three brands: Bikini Zone, Sudden Change and Nutra Nail.- Spearheaded the launch of a new 14 item nail care line- developed the product positioning and copy; managed development of packaging, sales materials and POP displays; and provided direction for formula development. This helped solve a planogram problem for a retail partner, enabled Nutra Nail to maintain shelf-space and increased sales +12%. - Devised Nutra Nail promotion that utilized obsolete inventory, boosted sales 21% and induced trial of most popular items.- Turned around a downward trend for the Bikini Zone brand: recommended in-season bonus packs and developed the strategic platform for effective advertising that resulted in +5.3% $ Sales vs YAG.

- Analyzed brand performance, market trends and the performance of key competitors to identify new opportunities, develop forecasts and guide strategy.- Assisted in the planning and execution of 2 Bikini Zone launches, which have sold over 600,000 units.