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“The pace of change today is the slowest it will ever be in our lifetime” (Christina Hennington, Target). A favorite quote which underlines that as consumer behavior undergoes rapid and seismic shifts, having the vision, courage and agility to act in new ways can create great opportunity. I am passionate about understanding consumer to develop marketing opportunities, strategies, and solutions that navigate change, connect our brands, and motivate purchase.I am a Marketing Executive with strong expertise in driving revenue growth and brand health. Recognized for developing growth opportunities, impactful consumer and shopper marketing campaigns, providing visionary leadership, and skillfully managing organizational change. I have experience at top tier companies; Colgate-Palmolive, Unilever and Coca-Cola.With that experience, I have a deep understanding of the consumers’ journey across media, social, mobile, e-commerce and retail, with leadership experience across the key stages of marketing; awareness, engagement and conversion.I built Colgate-Palmolive’s Shopper Marketing capability for the US, and was honored by induction into the Path to Purchase Institute’s “Shopper Marketing Hall of Fame”. With a focus on Shopper Platforms, my team’s work was recognized with an Effie Shopper Marketing Effectiveness Award. In the UK, I developed the 'Colgate Red' integrated marketing campaign which achieved a +5pt share increase and won the national IPA Advertising Effectiveness Award.Additionally, I have held responsibility for Colgate-Palmolive’s US e-Commerce strategy and organization structure, and development of a Retailer Innovation and Engagement Center.I have most recently held the position of SVP, Product & Engagement for Sapphire Digital, a successful and innovative tech company in the healthcare space, building Engagement capability with a consumer-focused approach and strategic product development. I continued to work with Sapphire in a consulting role.
3S Marketing Llc
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Principal3S Marketing LlcNew York, Ny, Us
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Advisory Board MemberIthica College Feb 2022 - PresentGreater New York City AreaAdvisory Board member to the Ithica College Customer Experience Program
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Principal3S Marketing Llc Oct 2017 - PresentGreater New York City Area3S Marketing inspires companies to build Strategic Marketing and Customer Engagement Solutions which drive profitable and sustainable growth. Areas of expertise include performance optimization, building brands and categories with an insights-driven visionary approach, building sustainable capabilities, and navigating organizational change.
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Engagement ConsultantSapphire Digital Jul 2020 - Oct 2021Greater New York City Area -
Senior Vice-President, Product & EngagementSapphire Digital May 2019 - Jul 2020Greater New York City AreaResponsible for Engagement, Marketing, Product and Design teams -
Engagement ConsultantSapphire Digital Jan 2019 - Apr 2019Greater New York City AreaBuilding a consumer-focused Engagement approach, with interactions that motivate consumers to drive actions that build results. -
Director, Retail Shopper Solutions | Shopper Mktg, E-Commerce, Category Mgt, Customer EngagementColgate-Palmolive Jul 2012 - May 2017New York, UsLeadership and General Management of Retail Shopper Solutions, which included Shopper Marketing, e-Commerce, Category Management and development of a Retailer Innovation and Engagement Center. • Drove development of Shopper Platforms, profitably driving sales, share and category sales while effectively connecting brands to shoppers.• Inducted into the Path to Purchase Institute "Shopper Marketing Hall of Fame" 2016• Team awarded 2017 Effie Shopper Marketing Effectiveness Award for the Colgate Water Conservation shopper platform• Established strategy and structure for aggressive e-Commerce growth• Developed 'Centers of Excellence' for Category Management and Shopper Marketing with improved efficiency, and strategic alignment• Led team to develop needs, strategy and Corporate buy-in for the building and development of a Retailer Engagement Center. Co-led content, and fitment to ready opening of the center. -
Director Of Shopper Marketing, North AmericaColgate Palmolive Oct 2007 - Jun 2012New York, UsEstablished Shopper Marketing function to activate brand and communication strategies with targeted shoppers to drive profitable growth.• Developed Shopper Marketing as a new discipline including vision, definition, roles and responsibilities and training across the commercial organization• Successfully drove significant share in select Walmart regions with focused Shopper Marketing approach• Built new product launch shopper activations, used globally as best-in-class benchmark• Developed scale shopper platforms for Cough, Cold & Flu and Back to School with non-compete CPG companies resulting in share and category growth, and higher ROI than traditional trade investment• Leveraged shopper insights with a major retailer to develop a new shopper experience in the oral care aisle resulting in category growth, Colgate share gain and store roll-out• Business review responsibility for Canada and Caribbean Region as part of N. America Leadership Team -
Marketing Director, Us Oral CareColgate Palmolive Feb 2006 - Oct 2007New York, UkP&L responsibility for US Toothpaste business including strategic planning and program execution to deliver budgeted growth, and development of the Marketing Team. • Developed strategy and advertising that grew US toothpaste sales and profit despite being challenged by a major competitive launch• Led development of refined positioning and new advertising for Colgate Total• Implemented first to market Health & Wellness 'Systemic Health' campaign achieving highest brand persuasion score -
Marketing Director, Global Oral CareColgate Palmolive Nov 2002 - Jan 2006New York, UsManaged Global Strategy and co-ordination for Premium Toothpaste• Globally launched MaxFresh toothpaste, contributing to incremental share growth• Initiated and led cross-functional team to develop new health positioning for Colgate Total• Successfully led the global relaunch of Colgate Total with new claims, packaging and advertising -
Marketing Director, Colgate Oral PharmaceuticalsColgate-Palmolive Sep 1999 - Oct 2002Boston, MaResponsible for the development, strategy and P&L delivery for Professional Oral Care products, and Professional detailing, sampling and advocacy for Colgate Oral Care. Identified new product opportunities, and communication strategies.• Drove professional fluorides to record sales and share• Relaunched OTC portfolio• Drove targeted sampling approach with Dental Professionals -
Marketing Director, Caribbean RegionColgate-Palmolive Feb 1997 - Aug 1999BarbadosManaged Oral Care, Personal Care and Home Care categories in 20 islands with 5 subsidiaries and 2 manufacturing plants.• Drove toothpaste and soap business to record regional shares, and enhanced profitability• Established new category strategies, structure and commercial process including brand and distributor rationalization -
Marketing Manager, Uk Oral CareColgate Palmolive Feb 1995 - Jan 1997Guildford, United KingdomResponsible for over 60% of UK's sales and profits• Developed and implemented "Project Red" campaign, resulting in share increases from 28% to 33%. Campaign won the 1998 Gold IPA Advertising Effectiveness Award.http://www.ipa.co.uk/effectiveness/case-studies/Colgate-Toothpaste-The-science-behind-the-smile-IPA-Effectiveness-Awards-Case-Study-1998/5304 -
Snr Product ManagerColgate Palmolive Sep 1993 - Jan 1995Guildford, United KingdomDeveloped and implemented consumer trade programs for UK toothpaste. Developed and launched Colgate Deep Clean toothpaste achieving 4% share. -
Business Account ManagerColgate-Palmolive Feb 1992 - Aug 1993Guildford, United KingdomBusiness responsibility for key accounts, Asda, Safeway and Morrisons. Developed and implemented Category Management approach with Asda, resulting in double-digit brand growth. -
Account DirectorHca Integrated Marketing, Ltd May 1989 - Jan 1992London, UkPartner in Marketing and Promotions Agency with responsibility for developing consumer communication and engagement programs with key clients, including Courage Brewing, Brooke Bond Foods, Woolwich Building Society, and Fuji Electronics.
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Brand ManagerUnilever; Brooke Bond Foods Jul 1985 - Apr 1989Croydon, United KingdomContributed to growth of PG Tips tea, Red Mountain coffee and Fray Bentos Foods as Marketing Trainee, Asst Brand Mgr, and Brand Mgr. Participated in the Unilever Management Development Program
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Marketing TraineeThe Coca-Cola Company: Cc Soft Drinks Jun 1983 - Sep 1984London, UkMarketing Trainee on Coca-Cola and Club brands, both on and off-trade (co-op program).
Barry Roberts Skills
Barry Roberts Education Details
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Business Studies & Marketing -
Diploma In Accounting Studies
Frequently Asked Questions about Barry Roberts
What company does Barry Roberts work for?
Barry Roberts works for 3s Marketing Llc
What is Barry Roberts's role at the current company?
Barry Roberts's current role is Principal.
What is Barry Roberts's email address?
Barry Roberts's email address is ba****@****pal.com
What is Barry Roberts's direct phone number?
Barry Roberts's direct phone number is +173287*****
What schools did Barry Roberts attend?
Barry Roberts attended Oxford Brookes University, Oxford Brookes University.
What skills is Barry Roberts known for?
Barry Roberts has skills like Shopper Marketing, Marketing Strategy, Consumer Products, Customer Insight, Competitive Analysis, Trade Marketing, Fmcg, Brand Management, Strategic Thinking, Leading Change, Digital Marketing, E Commerce.
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Barry Roberts
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