Ashley Hargrave Email & Phone Number

Appleton, Wisconsin, United States

Director of Central Marketing

-Responsible for strategies and stewardship of the Miller and ITW Welding brands-Lead for all brand related integrated marketing planning-Cross-functional leader that identifies and recommends overall positioning, messaging, experiential engagement and key strategies for brand enhancing value and loyalty of brand assets. - Manages and coaches brand team of 6 which executes trade shows, virtual events, in-house graphic design, in-store merchandising execution, social content, influencer marketing, sponsorship relationships and all brand related frameworks for divisional use.

- Effectively managed $2.2MM advertising budget- Identified $1MM savings by uncovering inefficient nonworking spend- Developed and implemented Scotties® brand strategy to revitalize brand in a stale category- Strategic partner with key retailers to motivate shoppers to purchase PL paper products using category trends, leveraging data and product innovation to unlock opportunities

Neenah, Wisconsin, United States

- Effectively managed P&L, optimized overall business size and portfolio- Developed and executed Corporate Brand strategy within first 90 days in role- Elevating the role of Corporate Brands within sector SBP and strategic link across category business objectives- Unlocked $33MM NS growth by gaining alignment with Corporate Brand partners to move manufacturing locations- Strategically led evaluation of multiple new business opportunities

Neenah, Wisconsin

- Lead in solidifying marketplace position and marketing plans for total Cottonelle® brand.- Stretched to fill both S&I and BPE simultaneously to launch Regimen brand strategy to drive category growth- Accountable for record setting FW NS (+10MM) and Dry OP (+1MM) in 2019 by owning playbook, participating in monthly brand demand reviews, capacity reviews, risk mitigation and recognizing incremental sales opportunities- Led collaboration and business strategy to turn around Health & Beauty Aisle performance in Walmart, +500pts of distribution, +$3-4MM NS- Managed $93MM Advertising & Consumer Promotion (A&CP) budget- Led first-of-a-kind partnership with JEA to leverage claim "Only Flushable Wipes Approved by a Wastewater Utility" to deliver meaningful category change- Executed 5 flushability videos that increased PI by 40%, Believability by 3X and were 3X more effective than TD OLV.- Lead for Commercial Program 2020 & 2021. Only brand rep at Content Shoot, captured record setting number of assets (50+), :30 spot 3rd top performing spot for all KCNA. 2020 in market result were 25% more effective than 2019 assets.

Neenah, Wisconsin

Neenah, Wi

- Relaunched SCOTT Extra Soft to SCOTT ComfortPlus. 2-year innovation project to return a declining brand to growth.- Fueled growth in 2017 when SES was forecasted to decline (+$2MM vs. -$0.5MM forecasted)- Annual Operating Plan (AOP) FC Sector Lead. Delivered financial objectives and aligned with brand strategies. Developed new KC North American processes that were then leveraged by all sectors and considered best in class.- A&CP Spend Optimization Lead for entire Scott® brand. Unlocked new tactics to improve ROI.

Neenah, Wi

Responsible for providing strategic marketing research leadership grounded in consumer and market understanding for the bath tissue category business in North America. Managed research studies that supported key initiatives and drove decisions for SCOTT brand and Cottonelle brand products. I shaped and executed brand research plans, advertising programs and product development by influencing multi-functional teams on key consumer and market drivers within the category. Responsible for financials budgets across the brands, driving efficiency and constantly improving methodologies to deliver results, while keeping the consumer and customer top of mind.

Neenah, Wi

Responsible for providing strategic marketing research leadership grounded in consumer and market understanding for the SCOTT brand business in North America. I helped to shape and execute brand plans, commercial programing and product development by influencing multi-functional teams on key consumer and market drivers within the business.

Primary communication conduit between the Consumer Relationship Center and SC Johnson cross-functional business teams – providing meaningful consumer insights that benefit the business and translating business initiatives to support service strategies and ensure consumer service excellence.Key member of the Space Bag acquisition integration team. Lead on gathering information, insights and product expertise. Trained the contact center reps and provided critical information. As a result, contact center was able to handle consumer contacts 5 months earlier than planned, flawlessly. This successful acquisition increased contact center volume by 15K in one year. Identified increasing issue that had potential to put company at risk. Followed trends and reported insights that resulted in 2 major initiatives: a manufacturing/production upgrade and modified shipping procedures. Due to these changes, this issue level decreased 270% YOY and stabilized below historical levels. In 2013, internal client satisfaction scores exceeded goals: 80% top box (vs 78% goal); 100% top-2-box.

Managed day to day activity for business segment by collaborating with cross functionals and analyzing multiple data bases.

Gathered and analyzed supply-demand data for the Indirect Materials and Services - Procurement department.

Coordinated marketing, sales, leadership & performance training sessions locally and globally.[July 2003 – May 2008, March 2009-June 2009]

Bachelors Of Science Degree, Business Management; Marketing

Activities and Societies: Tri-Sigma, Cap-Sim LeaderDegree in Business Management with a concentration in Marketing and a minor.

Principles Of Marketing Research Certification, Marketing Research

Business Research Certification, Marketing Research

This certification represents specific knowledge needed to succeed in researching while utilizing the best and appropriate data.

Digital Marketing Training, Digital Marketing & Business Strategy

The Kimberly Clark Digital Certification Program is designed to build strong digital capabilities and skills among their Marketers..