Brittany Castaneda Email & Phone Number

New York, United States

New York, Ny, Us

I lead the Marketing function for Uncommon Schools, heading up all brand/ marketing programs & initiatives, including growth/performance marketing, advertising, creative, and more. Uncommon Schools is a charter management organization operating 54 free public charter schools serving over 19,000 students across New Jersey, Massachusetts, and New York. Uncommon has been dedicated to providing children from economically disadvantaged communities with access to outstanding education and the support they need to get them to, through, and beyond college.

Work with organizations to build brand identity, positioning, and consumer target development as well as partnership strategy (structure, offerings, & terms for B2B, sponsored content, and influencer & celebrity partnership terms)- Designed & directed brand-wide #NationalMentalHealthBreak for Shine Inc. (shinetext.com) including concept, messaging, activation & comms strategy; Recruited 76 corporate partners for over 14,500 participating employees, generating 272MM+ media impressions

Paris, Ile-De-France, Fr

Leading a team of Senior Brand Managers, Brand Managers, and Associate Brand Managers to develop and execute brand strategy, plans, and programs focused on strengthening brand equity to drive performance & long term profitable growth.To deliver against this goal, my scope of focus included:• Own and deliver the annual brand operating plan, from strategy through to execution; • Managing brand plan development and brand positioning • Partnership & coordination with Brand Company (Global Marketing) and external Agencies for asset creation and bringing brand building strategies to life. • Managing A&P budget including always on tracking of ROI related to A&P spend and course correcting plans to maximize ROI. • Measure, Monitor and drive brand equity and conversion, including diagnosing opportunities and problems to solve.

EDN is a technology company dedicated to bringing nature indoors and making growing plants more accessible to everyone through their smart tech-powdered SmallGarden hardware and accompanying smartphone compatible software.In my role I supported the team in building core assets and marketing processes needed to get to retail launch and a successful website update. Skills leveraged included (but were not limited to): content strategy, creative production, agency management, in addition to building and planning against a brand & marketing calendar.- Produced & directed all brand re-launch campaign visuals- Developed brand guide including tone of voice execution, taglines, and key stories for product families- Created all content across social media (visual & copy for launch-EOY) and brand dotcom re-launch- Directed PR launch strategy, including target outlets, primary stories, key influencer targets, and brand partnership

New York, New York, Us

- Directed cross-functional teams including Creative, Product, PR/Social, Growth & Partnerships, to ensure that the brand’s voice and spirit are consistent across all consumer touch points and brand communications- Drove consumer insights work, leading focus groups, market research & managing NPS strategy - Built brand-level and new product launch campaigns, including concept, messaging, and experiential- Built regional growth strategy, including city targets, media strategy, partnerships, messaging, and events

New York, Ny, Us

- Resident "Brand Gatekeeper" - Dedicated to clearly defining and illustrating our brand story and voice across all internal and consumer-facing points.- Lead strategy and execution for consumer research, and competitive analyses- Support external partnerships & relationships- Plan & Manage Brand Marketing budget

New York, Ny, Us

Develop Consumer Facing Programs- Built the framework for the new brand campaign "Glow Glossary," developing the definitive language of LIGHT in beauty. The Glow Glossary informs how we develop products, speak to consumers, and educate consumers and retail partners on all our current and new products.- Plan and execute (concepts, budget, etc.) consumer facing launch activations - Create product and brand stories and copy for all consumer facing channels (in-store merchandising, dotcom, email marketing, etc.)Manage Product Innovation & New Launch Strategy- Plan and develop global marketing calendar, strategies for new product launches and existing products to ensure brand growth in sales and market share.- Create comprehensive brand plans for new launches and brand initiatives including strategy, tactics, reporting measures & specific objectives - Manage cross functional partners to execute product-to-market process. Oversee Competitive & Consumer Analyses- Direct Brand Manager & Coordinator to conduct strategic analysis of competitive landscape & deep understanding of retail environment.- Lead consumer panel program to collect consumer insights.

New York, Ny, Us

- Launched Creative Play™ Nail Lacquer, a new 82-SKU brand; Built shade assortment, set brand guidelines, led packaging, display and artwork development, set pricing, developed shade names, and coordinated development of new campaign creative- Developed Vinylux™ Weekly Polish and Creative Play™ Nail Lacquer color collections, from concept and shade selection to packaging, display & artwork development and release- Led development of the first CND mobile app, providing direction and resources to digital agency- Analyzed competitive landscape and internal goals to develop pricing proposals- Led discontinuation of slow moving shades leveraging competitive analyses and field data

Slough, Berkshire, Gb

Implemented marketing strategy and tactics for 6 U.S.-based brands, driving Dollar Share gains and positive Revenues and Consumption despite declining category performance. - Managed in-market execution (new product development, pricing strategy, etc.) and equity (above-and-below the line) initiatives for a $72MM brand portfolio- Drove product development for new SKU (formulation, artwork, pack development, pricing & support model), increasing the Gross Margin profile on a previously explored formulation by 200%- Analyzed market data to identify and size a $50MM high-adjacency white space segment, creating new distribution opportunities for a declining brand- Allocated $100K+ market research budget, identifying top strategic concerns and identifying appropriate agencies and studies per brand; Defined demographic & behavioral parameters for participants; Shaped study structure/questions with market research agency

Paris, Fr

- Proposed a target-demographic aligned social strategy heavily leveraging Instagram and Facebook over other popular platforms to feature branded lifestyle content and resonate with the core male target - Collaborated with a 5-person agency team to launch an integrated digital campaign with Complex Media leveraging traditional display, homepage takeovers, interstitial placements, and OLV

New York, Ny, Us

Developed relationships driving new business acquisition while simultaneously managing integrated cause marketing campaigns, building campaign micro sites, and shaping campaign digital and social strategies.- Directed cross-functional teams to develop & implement national cause campaigns engaging over 400,000 young people to take action in their communities on meaningful causes; Campaign management included: * KPI development * User Flow creation & Engagement tactics * PSA production (script drafting, coordination with PR firm & Film crews) * Event Planning & Management * CRM (managing, building, and leveraging partner & user databases)- Developed and pitched program proposal to potential partner's Executive Team, initiating a partnership worth $700K – the largest DS program & first of its kind in 2011- Successfully managed and trained 3 college interns, creating their roles & responsibilities, providing guidance & development, shaping development plans and conducting performance reviews

Los Angeles, Ca, Us

- Led cross-functional teams and managed product development for accounts worth $7MM+ in annual royalties- Managed relationships with industry leaders in the toy category; accounts included Mattel, LeapFrog, VTech, Mega Brands and LEGO

Columbus, Ohio, Us

Rotational program with L Brands Corporation, supporting the Victoria's Secret brand in roles including Sales, Marketing, Talent Relations, and Public Relations. - Public Relations (Victoria's Secret); Managed sample distribution of spring, fall and holiday collections to 42 different magazines/80+ editors, reporters and producers at various short- and long-lead publications; Coordinated summer consumer events- Human Resources (L Brands): Developed diversity education program targeted at executive leadership; program launched Fall 2005- Marketing (Victoria's Secret): Conducted customer price-elasticity analysis for summer footwear, leveraging internal reports, Nielsen POS data and competitor books; Presented competitive & sales analysis to management team

Ba, Anthropology

Master Of Business Administration (Mba), Marketing

Master Of Business Administration (Mba), Marketing