- Interim lead on e-commerce and digital marketing activity including B2C product launch campaigns and CRM activity- Manage site redevelopment for Oribe’s B2C and B2B properties, leading front-end content and testing- Responsible for creating, documenting and implementing new e-commerce operational processes under new brand ownership

- Led strategy and development of digital marketing efforts across all LBP brands as well as corporate initiatives, working in tandem with brand marketing teams to bring their campaigns to life on web and social channels; Responsible for all e-commerce properties across the organization including one B2B and five B2C sites - Initiated and acted as project lead on the organization’s first comprehensive e-commerce growth plan for its largest brand, Oribe- Served as project manager and primary point of contact for all new development and maintenance activities executed with the organization’s digital agency of record- Led a team of social and digital marketing managers and associates, with three direct reports and two indirect reports; Collaborated with team to plan and execute all digital and social initiatives

- In partnership with EVP and Executive Director of Brand Development, began initial marketing development for new haircare brand for specialty retail channel- Continued to lead strategy, planning and execution of marketing activity for R+Co and V76 by Vaughn brands

- Strategized, planned and executed all marketing activity for two of the company’s brands: R+Co, a salon hair care and styling line; and V76 by Vaughn, a men’s grooming line spanning the hair, shave, face and body categories- Owned annual marketing calendars for new launch activity and seasonal promotions; Accountable for all asset and deliverable timelines, development and production of marketing materials and coordination with cross-functional teams- Managed development of the creative identity for new product launches including packaging, naming, design, claims and copy in partnership with cross-functional teams- Built Year 1 marketing plan for the launch of the V76 by Vaughn brand with a new nationwide professional distribution partner- Managed one full-time marketing associate and two marketing interns

- Develop and manage comprehensive launch programs for innovative and trendsetting haircare and styling products- Develop product marketing strategy including opportunity analysis, positioning, pricing, and promotional strategy; Collaborate with Product and Creative teams to develop and refine concept story, formula, and packaging- Partner with Creative team to develop highly impactful and effective communications campaigns that speak to multiple audiences (stylists, consumers) and can be implemented across multiple channels (salons, retail, e-commerce)- Align with regional, digital and retail marketing teams to ensure successful adaptation and execution of launch programs in each market and channel- Collect and analyze key performance indicators from multiple channels and data sources to evaluate sales trends and consumer sentiment- Regularly present research and analysis to senior management and brand president; Develop strategy and results summaries for presentation to C-level executives

- Develop and manage comprehensive launch programs for innovative and trendsetting haircare and styling products- Develop product marketing strategy including opportunity analysis, positioning, pricing, and promotional strategy; Collaborate with Product and Creative teams to develop and refine concept story, formula, and packaging- Partner with Creative team to develop highly impactful and effective communications campaigns that speak to multiple audiences (stylists, consumers) and can be implemented across multiple channels (salons, retail, e-commerce)- Align with regional, digital and retail marketing teams to ensure successful adaptation and execution of launch programs in each market and channel- Collect and analyze key performance indicators from multiple channels and data sources to evaluate sales trends and consumer sentiment- Regularly present research and analysis to senior management and brand president; Develop strategy and results summaries for presentation to C-level executives

- Secured feature stories and news coverage for the brand, its products and spokespeople in US and Canadian media- Grew size of social audience to over 100k Facebook fans and 12k Twitter followers with no paid acquisition- Managed content creation, press material development and event planning for promotion of all new product launches- Liaised with international agency partners to adapt and deploy press outreach campaigns in foreign markets- Responsible for annual planning and monthly maintenance of departmental budget and all project finances

- Developed strategy for and executed launch of the brand’s Facebook and Twitter channels; Owned social content calendar and acted as community manager; Partnered with digital CRM team to incorporate e-commerce initiatives- Proactively pitched stories to key contacts at Canadian and Regional media outlets, regularly securing coverage- Served as lead producer for the brand’s work on 35+ fashion shows during New York Fashion Week for two seasons- Wrote all public relations materials including press releases, product fact sheets, trend reports and media alerts

- Supported PR Director and Manager with ongoing press outreach needs including collateral development, contact database management and execution of large mailings- Managed preparation and production for press events and appointments- Tracked and compiled all press clippings for monthly reporting to executive team and annual recap