Responsible for leading the development and execution of the retail poultry and full-farm species category marketing communication strategy and budget for the CAN North America Retail Business. Develop and oversee the communication plans for internal and external stakeholders to support marketing projects and on-going business objectives. Accountable for leading and executing the creation content for the Retail Poultry and Full-Farm category such as packaging, web content, brochures, training programs, internal and external newsletters, e-mail marketing and communication programs, press releases, and other communication vehicles directed at consumers, customers, and employees.

In charge of developing and executing initiatives to achieve both short-term and long-term product line sales goals. Monitored KPI’s such as new product adoption by customers, gross margin percent and sales growth against business goals. Managed new product implementation with purchasing, distribution, creative, and digital marketing team. Collaborated with the internal marketing and creative teams to drive brand value proposition while ensuring that all projects support organizational goals. Presented the products benefits and its value proposition to our sales, product support and customer service teams. Served as the principal product manager and merchandiser for the brand. Chief evangelist of the Gardener’s Edge brand and representative of the voice of the customer. Worked collaboratively to bring life across all touchpoints consistently in brand messaging. Major Accomplishments:• Increased the Gardener’s Edge brand sales 250% from 2014 through the end of 2018. This was accomplished with the introduction of new products, line extensions, and improved product marketing.• Championed the procurement and ownership of the exclusive Garden Glide, a top-selling customer favorite that offers a unique alternative to traditional carts and barrows.

Established and drove product marketing strategies and programs with the overall business objectives for the Medical Division. Worked with product managers to develop new product launch plans including promotional, advertising, literature and web content to clearly articulate the attributes of the product or category. Acted as the category expert or “go-to” person for needed support from sales, customer service, and technical service. Monitored existing product performance and competitive environment via key metrics (growth, market share, mix, etc.)Major Accomplishments:• Worked in collaboration with the product manager and engineering team to successfully launch the new and improved Midmark 640 Pediatric Examination Table and the Ritter LED Procedure Light.• Built and monitored a market share reporting tool in Excel to monitor and track market share of the Midmark Medical products and their competition.

Managed product lines from cradle to grave for both Gardeners Edge and A.M. Leonard brands. Managed for results by performing product level analysis based on margin, price point, and category to maintain contribution targets and grow revenue. Selected products/product categories to be added or dropped from brand lines. Developed unique selling propositions and marketing pitches to support products based on the customer segment. Major Accomplishments:• Recognized the need and led in the creation of the exclusive A.M. Leonard Soil and Compost Sifter. This customer-favorite became one of the top-selling products in its category.• Grew sales of the A.M. Leonard brand's safety product category by 20% in 2010, by improving product price points and product merchandising.

Managed the marketing plans for A.M. Leonard and Gardener’s Edge Brands. This included managing and directing the creative team, maintaining brand integrity, catalog circulation planning, catalog production, email offers, advertising, PR, and bounce-back programs. Coordinated timelines with the necessary departments to assure smooth on-time launches of marketing campaigns.Major Accomplishments:• Took the lead with all involved departments to establish and manage a system to assure the successful delivery of A.M. Leonard and Gardener’s Edge marketing components.• Directed the rebranding of the consumer line of products with a new name “Gardener’s Edge”, look, and product mix with a focus on solutions to the customer’s gardening challenges.• Grew the Gardener’s Edge 12-month buyers from 16,230 to 32,556 from January 2005 to January 2008 doubling this essential base of customers.• Recognized in 2007 by Catalog Success as number 28 in the Top 200 for the quickest house file growth rates.

Managed all customer service activities related to pre and post sales of Alcoa Home Exteriors metal and injection molded exterior building products. Developed and maintained standardized procedures for processes performed by the customer service department. Collaborated with manufacturing, distribution, sales, and credit to fulfill customer's orders. Major Accomplishments:• Directed the automation of customer service's customer communications with the help of Alcoa's Information Technologies Group using Microsoft Win Fax.• Coordinated the launch of an automated fax confirmation for customer's orders reducing time and errors .

Direct and coordinate the complete marketing communications mix for the Mastic brand of premium siding to create a cohesive integrated message in the market place. Influence purchase behavior through creation of high impact direct marketing, promotions, and advertising campaigns. Supervise and manage creative development of all content, tools, applications, and maintenance processes of content and flow for the Alcoa and Mastic brand websites. Coordinate all marketing communications activities related to online business partnership arrangements, extranet applications and interactive tools including the communication to customers and rollout activities. Analyze effectiveness of programs, campaigns and materials and adjust as indicated.Major Accomplishments:• Spearheaded the collateral cost reduction team, which successfully reduced inventory costs by 60% through consolidation of inventory SKUs and redesigning of items to standardize specifications and utilize shorter run production methods.• Lead the redesign of the Mastic brand website which increased traffic by 30%.• Designed and developed a photography management system including an awards program which increased efficiency and improved customer relations.• Led the redesign of a new look for the Mastic brand’s marketing materials to maximize its value proposition.• Successfully launched three new product lines with complete array of support including sales collateral, advertising, promotion and product publicity.

Managed the development of the Alcoa brand marketing communications mix including; literature, product samples and displays, videos, training materials, public relations, promotions, and advertising. Developed, managed, and reconciled budgets and inventories of these materials.Major Accomplishments:• Conceived and implemented the redesign of a new product sample which transformed Alcoa's mid-range sample units to include a high impact sales presentation while reducing production cost and inventory units. • Initiated and directed the development of a comprehensive advertising kit which revolutionized and streamlined the way Alcoa supplies their customers the elements they need to advertise. This new kit reduced costs while helping to maintain a consistent communications message in the marketplace.• Led the redesign of new look for the Alcoa brands collateral to maximize the brands value proposition.• Directed the creation of a new lightweight affordable display system that provided our customers with the flexibility to build their display system as they build their business. This new display system allowed Alcoa to replace their sales managers totally separate system reducing display components by 50%.

Managed the developed the creation of literature, samples, displays, video and other collateral to support sales. Coordinated with the Production Specialist to establish project specifications for biding. Collaborated with the Programs Specialists on all program related material development. of Develop manage and reconcile budgets and inventories of these materials. Coordinated and maintain all price and spec information.Major Accomplishments:• Co-Directed the creation and interface design of ColorScapes an interactive home color and design computer program for demonstrating the difference that Alcoa Building Products could make when remodeling and exterior. • Contributed to the development of Alcoa’s first alliance building program that gave recognition to key contractors in the market to win their allegiance and build a stronger relationship with them.

Managed the creation and production of literature, videos and other collateral to support the sales organization. Managed usage forecast, negotiated, evaluated, and administered bids with advertising agencies, as well as other support vendors and suppliers. Initiated and maintained item codes, costs, and selling prices. Major Accomplishments:• Reduced production cost by employing the print houses whose equipment best matched the production needs of the job. • Maintained a 98% inventory availability rate.

Graphic Coordinator – October 1989 to March 1992Designed literature, sample cases, POPs, logos, newsletters, ads, price and specification sheets, and other sales collateral. Created camera-ready art using PageMaker, Quark, FreeHand, MacDraw Pro and Omni Page. Supervised print production and photography.Major Accomplishments:• Re-engineered the layout template for price and specifications documents to reduce errors and layout time by 50%.