Senior Category Manager Strategy & Planning – US & China 2009 - PresentCreated and managed a new cross-functional and collaborative product planning process to deliver a unique mobile experience for Verizon and later on implemented for all US carriers. Developed the CDMA product portfolio value propositions based on consumer insights, operator and market opportunities, and crafted the portfolio’s product positioning and marketing messaging. Collaborated with the local marketing organizations to ensure that portfolio’s value proposition, messaging and positioning were in line with the local sales units’ strategy.  Researched and validated portfolio offering. Senior Marketing Manager Strategy & Planning – Global2007 - 2009Global interface for CDMA on device marketing strategy, and mapping into Nokia’s global roadmap by category. Integrated the CDMA devices within the global marketing guidelines and ensured that the global theme visions and advertising campaigns fully supported the CDMA devices, especially for NAM and China. Led consumer and usability research for the CDMA Business Unit to support the development and targeted marketing of CDMA products in collaboration with product marketing, roadmapping, design and channel marketing.  Directed consumer insights collection, and analysis of segmentation data to identify gaps & opportunities in the CDMA roadmap and to validate consumer product positioning.  Headed the first time implementation of CDMA’s product naming and number architecture.

Brands: Malibu, Kahlua and Tia Maria. Introduced, prioritized and market the newly acquired Malibu, Kahlua and Tia Maria brands within the extensive Pernod Ricard Brands’ portfolio. Delivered $150MM in net sales. Increased profit by 11% across all markets. Developed 3-year strategic marketing and commercial plans, including volume and value growth drivers, source of business, A&P investment levels, and P&L targets by brand and market.  Directed global pricing strategy and price premiumization for all brands through competitive analysis, evaluation of net pricing, on and off trade requirements, customer management and risk and opportunities assessment. Worked with local markets in planning, developing, budgeting and administering advertising and promotion programs.

Brands: Logics Haircolor, Logics Haircare, and Matrix and Opti Waves. Headed launch plan and commercial strategy for the first premium haircare brand within the Matrix portfolio. Led texture portfolio SKU rationalization and developed launch plan to introduce the new portfolio of products. Achieved $50MM in sales. Created new strategic positioning for Logics Haircolor to deliver brand growth and elevate brand image with distributors and salons. Managed all financial aspects of the business and the development, monitoring, reconciliation and review of the departmental budget and P&L. Directed and mentored team of 3 and supervised 2 summer interns.

Brands: Sesame Street, Winnie the Pooh, Disney, Dora the Explorer, Sponge Bob, Blue’s Clues, Barney.Developed global marketing plans for each brand and managed product development from concept stage to market launch. Provided strategic guidance to each country to identify current and potential market gaps to compete effectively, ascertain market’s upside potential and recommend opportunities for growth. Launched to market 7 new brands. Introduced over 500 new items. Achieved $100MM in international sales from over forty countries.  Grew the FP international business by 44%, achieving record sales and delivering profitable growth for all brands. Led the customized/exclusive retailer programs delivering over 300% growth.  Re-launched the Winnie the Pooh brand in Europe doubling the business in two years. Developed a Barney basic plush line which generated close to $1MM in 6 months. Led licensors’ relationship and contract negotiations to assure product introduction was in line with licensor’s support of the brand.  Secured partnerships with global retailers (Walmart, Toys R Us, Carrefour) to maximize worldwide sales volume potential, grow shelf space, limit retail carryover, and facilitate activity at the store level. Oversaw global approach to US advertising, media, promotions and public relations initiatives to assure international application. Supervised team of 5.

Account: Delta Air Lines.Managed Delta’s international advertising business in eight countries. Developed and executed Delta’s global brand strategy and local and tactical efforts to achieve corporate objectives, brand awareness and profitability. Supervised creative development and production, media plans and buys, design and implementation of consumer and trade promotions and public relations support, quantitative and qualitative research, competitive tracking, client/agency communications and budget management.  Managed team of 3.

Accounts: The Gillette Company, Dole Juice, Sprint PCS.Strategic planning, development, and management of integrated marketing communications efforts to maximize brand awareness and product exposure at the consumer and trade level. Directed TV, radio, and print creative development and production, supervised broadcast and print media plans and buys, designed and implemented direct marketing, promotions and public relations campaigns, trained telemarketing staff, conducted research, and central liaison between client and agency. Managed support staff and consultants.

Accounts: AT&T, CPC International’s Mazola Corn Oil, Smuckers, Whitehall Robins’ Advil, US Army, Kraft Foods.Led the development, planning and execution of public relations programs. Facilitated media relations and coverage.