Amy Reda D'Alessandro Email & Phone Number

Brookfield, Ct, Us

St Louis, Missouri, Us

Makers of Poly-Fil - America's Favorite Craft Stuffing, and Nature-Fil - made from renewable resources such as bamboo, cotton, and corn. With a portfolio of craft fiber fills, bead fillers, quilt battings, pillow forms and foams, Fairfield brings softness and comfort into the lives of all. The company is a market leader in the DIY Craft, Hobby and Sewing markets, also serving the Medical, Audio, Pet and Home Improvement markets with diverse products and services.

Managed portfolio of 13 brands across Papercrafts, Jewelry, Needlecrafts, Kids Crafts, and Fashion Crafts categories. Proprietary brands included Jolee's Boutique, K&Company, Smash, Sticko, Inkadinkado, EK Tools, Dimensions, Perler and Laliberi. Licensed Brands included Martha Stewart Crafts, American Girl Crafts, Create Your Style with Swarovski Elements and Disney.Responsible for 1/3 of annual corporate revenue in New programs; approximately 4000 new skus a year.Oversaw Product Management for total portfolio of over 13,000 active skus. Led development teams of over 100 professionals across three locations. Member of Management Team responsible for long range strategic planning and due diligence on potential acquisitions.Reorganized teams to align and maximize strategic priorities, resources and locations.Established refined Stage-Gate process to include a Concept Bank, Technical and Financial Feasibility and formal Sell-in and Sell-through Plans.

P&L responsibility for Martha Stewart Crafts brand. Expanded product categories and sales channels to double business in three years.Integrated and outsourced leading needlecrafts, painting, rubberstamp and fused bead brands after acquisition.

Launched Martha Stewart Crafts brand at retail: 25 linear feet at retail, over 500 skus developed across multiple product forms. Developed in 14 months from ideation to shelf.Oversaw integrated marketing campaigns with retailer and Martha Stewart Living Omnimedia.Expanded distribution to Mass, Television, Military, International, Web and Independent markets.

Led team of product managers for punches, paper, yarns and ribbons, templates, and stickers in both proprietary and licensed collections.Negotiated licensing contracts with industry inventors and designers.

Developed Jolee's Boutique line into premiere and leading dimensional sticker brand.Oversaw development for craft hand tool category with such products as paper trimmers, circle cutters, specialty scissors, and decorative punches.

Oversaw marketing for candle and giftware manufacturer: Catalog design, Photo styling, Copywriting, PR, Web development, Trade show design and management, Packaging, Branding, Direct-to-Consumer programs, Print ads, Sourcing.