Brand Manager
CurrentBrand Strategy:• Created a guidebook for sales and marketing teams on our target consumer profile• Developed a brand messaging hierarchy for the marketing team to utilize in media, PR, Ecom and influencers• Worked with product and regulatory teams to identify new marketing claims, and submit to regulatory agencies for approval• Worked with internal design team to create a content framework for in-store displaysBrand Commercialization:• Owned and managed Ecom content strategy and execution (imagery, video, written contents, premium contents)• New product launch marketing support: packaging design, media campaign development, content creation, sales/PR sheets• Assisted sales with insights and contents for line review meetings• Worked with internal and external designers to create contents for in-store displays and category shelves Brand Analytics:Data analytics lead for marketing team, helping the team with analysis and insights on:• Regular sales analytics using internal data and external sources (Nielsen, Numerator, Stackline)• Media analytics: Helped on campaign strategy and planning; robust KPI management and optimization• Developed weather and geographic intelligence working with external partners (e.g. AccuWeather) that helped inform media and sales strategy • Worked with senior director to create user base and household penetration modelAffiliate/Influencer Marketing:• Affiliate marketing lead for US business; Launched affiliate marketing on Amazon, resulting in significant sales growth• Launched lifestyle brand ambassador program for Thermacell, managing outreach, contracts and content calendar for the brand partners• Managed seasonal influencer campaigns Market Research:• Worked with external partners to launch numerous research projects (claims research, segmentation study, in-store display content research, Amazon A/B Testing etc.)• Introduced and managed an Ecom content testing platform for regular testing and optimization
