Catherine Del Vecchio Email & Phone Number

Mountville, Pennsylvania, Us

Sherbrooke, Québec, Ca

Responsible for the marketing strategy, products positioning, product innovations and target segments of the flooring division. Hired at the start of the pandemic and led a complete digital transformation of the marketing initiatives of the organization. Worked closely with the R&D team to identify, manage and launch new product innovations.- Increased sample request and projects leads by 1000%- Built a 5-year product innovation road map- Launch a first carbon neutral rubber flooring collection- Led PR and marcom campaign to promote sourcing of building products made locally in publicly funded construction projects

Lyon Cedex 09, Auvergne-Rhône-Alpes, Fr

Promoted to lead the marketing strategy, direction and team management in March of 2017, overseeing a marketing team of seven and a budget of $6-million. Part of senior Management team, responsible to set marketing direction for the 3 brands (Gerflor, Connor Sports, Sport Court), overseeing USA growth strategies, marketing plans, 4P’s, product innovations and branding communications strategies. KPI: +30% average annual sales growth ; Built Gerflor brand awareness now becoming top of mind; Opened 5 R&D projects year 1, which 2 product innovations were launched year 2, capturing 40% of sales within first 6 months. •Responsible for USA strategic planning, market research, business plans and product road maps and continuously tracking market trends and intelligence and refining strategies and business plans accordingly•Led marketing product managers in creating 3-year business plans and product innovation road map with quantifiable data which led to opening multiple new product innovations projects for a brand that had not seen any innovation in over 10 years•Led multiple market research, focus groups, which allowed to identify new market and product opportunities that were translated into R&D projects and new business segments•Led marketing team in developing annual marketing plans, budget, programs and product launch sales support material•Leading marketing communication team and external marcom agencies to develop effective mix media communication programs to increase the brand awareness and help accelerate the sales cycle for each brand •Led re-positioning, branding and launch of a product line created in 1882 to make it relevant to today’s market, differentiating it from competition.•Managed marketing and communication team restructuration into one USA central shared service for the 3 brands.

Lyon Cedex 09, Auvergne-Rhône-Alpes, Fr

Part of the USA management team reporting to the country CEO, responsible for setting strategic marketing direction (4P), leading usa product management strategies, market segment priorities, positioning and leading brand marketing communications strategies and budget of flooring made in Europe in order to generate the best return for the business and achieve aggressive sales growth of over 40% annually. KPI: Achieved double digit sales growth (+30-60% year over year); Created many marketing best practices used worldwide; Increased brand awareness for an unknown French brand with limited media budget; Generated over 2000 qualified contacts through an online product launch campaign. Sales incentive program generated +300% sales growth within 2 years. US specific lines sales increased by +100% and +75% within 12 months of launch. 2016 Interior Design BOY nomination for Creation Living and generate 800% sales growth after year 2. Created and trained skilled marketing team Selected and managed marketing agencies; Ability to motivate sales team through annual sales meeting marketing and product launch presentations Created sales incentive programs by sales distribution network Led market research to identify customers’ needs and trends. Oversaw all USA product competitive analysis, market segmentation, and positioning analysis. Led numerous product launches with success.Ability to turn product features into unique key selling consumer benefits Collaborated with product managers, designers located in France in developing offering specifically for the US market Led the development of annual marketing plan (by product and segments), its budget and its effective implementation by the communication team and the agencies in order to achieve sales goals.

Lyon Cedex 09, Auvergne-Rhône-Alpes, Fr

Responsible for all local USA marketing operations, from market research and monitoring, to developing local product offering, executing product launches, developing advertising and communication plans & implementation, managing agency relations, marketing tool developments, and budget allocation, etc…- Executed complete marketing reengineering, resulting in increased number of marketing tools to support sales force and increase quality of leads generated- Reviewed and developed new stocking program product offering for the US commercial market- Leadership and pivotal communication role between product management and communication teams located at the head office in France and the local US and Canadian subsidiaries - North America Brand identity leader and gatekeeper - Developed product and marketing KPI in collaboration with operations and finance department- Leading product launches, marketing communication programs, collateral and print advertising, tradeshow management, PR agency management, website content...

Montreal, Quebec, Ca

Member of the Catalog and Magazine Group management team, responsible for the marketing plan and execution supporting North American sales of over $350 million.- Led award-winning highly creative marketing programs, which resulted in an overall increase of projects creativity of the whole marketing department and motivated sales team. - Developed marketing programs and tactics for each stage of the sales cycle. - Annual marketing plan, development of trade B2B sales tools, direct marketing programs, online marketing, tradeshow management, media plan, advertising. - Managed a team of marketing coordinators and marketing project manager. Deep knowledge of printing process, magazine and catalog industries. International Marketing Awards Recognition: Echo award winner 2007.

Montréal, Qc, Ca

Developed content and taught a third year specialized marketing-communication university class on Branding & Promotional Design Strategies covering packaging design strategies, retail design experience, branding and design.

New York, Ny, Us

- Ford Canada advertising campaign adaptation (TV, radio, magazine and newspaper) and development of original advertising campaigns for the Canadian market. - Strategic planning for the Ford Focus line, resulting in substantial advertising budget increase for the Quebec market.- Project management for other accounts of the agency: London Life insurance, Yves Rocher cosmetics, St-Hubert Restaurants

Quebec City, Quebec, Ca

- Strategic planning and advertising account management for the leading Canadian Telco account - Executed a number of marketing research, competitive analysis and strategic planning for a number of mass consumer products accounts including Top Fortune 500 companies such as Coca-Cola, GM, General Mills, Bombardier, Molson Beer...

Montréal, Québec, Ca

Active member of the French Canadian Actors Guild Association.Was featured in over 100 TV and radio advertising, as actor, announcer or for dubbing, as well as appearances in TV shows and movies

Executive Program

Masters, Marketing Research

Baa, Finance And Marketing

Marketing Major