Anu Karwa Email & Phone Number

El Segundo, California, Us

El Segundo, California, Us

(company closed operations in December 2017)-Managed new product development for 20 concepts in four categories of nutraceuticals and nutritional supplements from market research to concept to launch. -Led the creation, development, and implementation of the overarching marketing across email, content and social media marketing channels to drive audience growth and user engagement.-Led re-launch of direct to consumer wellness company including rebranding, repackaging, and repositioning. -Oversaw all advertising and customer acquisition creative across digital and social marketing channels-Assisted with implementing loyalty, CRM and referral strategies.-Hired and led marketing team including paid marketing, social media, content development, and PR firm

El Segundo, California, Us

Cheeky is a social cause start-up that makes modern and chic home, paper and kids mealtime solutions that help end hunger through it’s one-for-one business model. In its first two years of business, Cheeky earned 1.5 billion media impressions, sold over 10 million units at Target, and donated 10 million meals through Feeding America. As the CEO’s General Manager, I was responsible for leading overall company direction, team and strategic vision with full responsibility for P&L and bottom-line results. Major responsibilities covered the areas of Strategic Planning, Sales Growth and Business Development, Financial/P&L Management, Team and Company Leadership, and Product Development.

Toronto, Ontario, Ca

Provided branding and marketing strategy as well as new product development/innovation support to fast growing consumer product companies. - Developed new brand and product concepts through competitive analysis, identifying white space opportunities, differentiation and positioning, the voice of the brand, outlining competition, consumer, pricing, promotional and distribution strategy, recommendations on numbers of SKUs, flavor profiles and claims. - Created brand marketing plans including positioning strategy, defining brand mission and vision, market opportunity, promotional plan, PR and social media strategy. Clients included: Weleda (natural beauty), ULIVjava Martha Stewart (ULIVjava.com), FreshKids (healthy kids snack)Clean, Lean, and Savvy (healthy snacks), Avoke (avocado based HPP smoothies), MatchaBarBollyGood (Indian inspired beverage), Expressed Juice, Piccadilly Nitrogen Ice Cream, Neelu Kaur Ayurvedic Perfumes, Lil' Juice Co (liljuiceco.com), NibMor (NibMor.com), Pure LYFT (purelyft.com)

Lead integrated marketing strategy for a fast paced, leading natural and organic premium food brand experiencing 100% revenue growth. Responsibilities included new product development and launch, PR, ecommerce, social media, moms marketing strategy, corporate communication, creative direction, strategic partnerships

•Evaluated consumer landscape and determined business opportunity resulting in launching Swirl Events, New York City’s first branded, premium, full-service wine tasting events company, forming relationships with 200+ high-end private and corporate clients. Realized 60% growth within three years and become cash flow positive. •Developed all marketing including events, social media, copywriting, and website design direction. Lead PR efforts receiving placement in publications including Real Simple, New York Magazine, New York Post, Martha Stewart Weddings and Apartment Therapy. Strengthened brand as recurring spokesperson on radio and TV.•Managed, mentored and motivated team of ten, training on customer service and brand experience.

Columbus, Oh, Us

• Developed and managed launch and two-year roll-out plan for PINK Beauty body care and color cosmetic brand with projected revenue of $25M.• Created concept, brand positioning and SKU lineup for new PINK product line.• Developed and launched limited edition, seasonal fragrance collections generating $9M revenue.• Managed cross-functional product, merchandising and marketing teams to ensure on-time and on-budget product launches; simultaneously managed existing Prestige fragrance and body product line, monitoring sales, COGS and overall profit margins.• Served as primary liaison between lingerie and beauty divisions, ensuring integrated and consistent approach for PINK lingerie and beauty brands.• Led primary research efforts with customers, identifying actionable tactics to improve product line, brand positioning and in-store product merchandising.

• Developed and executed $65M brand marketing plan including new products, portfolio optimization, promotional strategy and volume and profit objectives for three premium hair care brands of John Frieda (owned by Kao Brands)• Launched and managed multi-million dollar SKUs, leading concept development, market research, competitive analysis, packaging decisions, and formula/claims evaluation with R&D. • Led cross-functional creative team in development of new product copy, design and packaging, establishing premium brand image while tightly managing COGS and profit margins.• Managed $650K agency budget for re-launch of company website, guiding creative direction for website and introduction of new customer acquisition tactics.• Assisted brand manager in managing brand P&L and maintaining accurate brand forecasts. • Analyzed monthly Nielsen data and made data-driven recommendations.

New York, Ny, Us

Paris, Fr

• Responsible for partnership development for web-based software company.• Managed complete product lifecycle across ten categories, including market research, category definition, strategy formulation, and implementation. • Developed and pitched product strategies to management team. • Successfully managed 25 strategic partners.

Montreal, Quebec, Ca

Mba, Marketing & Management

Bachelor Of Science, Finance & Economics