Gardyn - B2B Marketing - Gardyn for Schools K-12Bethesda, Maryland, United States, RemoteGardyn develops high-density, intelligent, plug-n-play Gardyns for the vertical cultivation of top-quality produce indoors all year round. (Contract closed: 2/18/2024)

Led strategic evolution, creating education as a branded product. Re-designed the education GTM brand strategy into a digital multichannel approach for dentists. Conducted RFPs and hired agencies. Lead product insights measures, budgets, and risk assessments. Reported to VP of Brand Marketing and Customer Experience.Led qualitative insight in 5 countries. Results were used to develop the strategic evolution of the DS Academy brand.Defined customer journey, the brand voice, and the industry trends aligned with the sales growth category Provided senior leadership, vision, structure, brand strategy, and marketing GTM across B2B and B2B2C.Led the agency to examine the education product journey and re-create the value position, look-feel-tone, and messaging.Acted as a global change agent, optimizing the omnichannel by auditing online experience and outlining SWOT.Empowered top academies globally to partner and leverage the new position, creative messaging, and campaigns.Project manager launching a new learning platform on a third-party website to help drive acquisition. Drove MVP launch.Partnered with content team and digital marketing to build a roadmap for CRM Led enterprise oral health campaign in partnership with PR, launched commercialization in USA and UK.

Directed marquee growth programs and managed integrated campaigns across matrixed businesses. Agile cross-functional team leader harmonizing a team of 10 members, product managers, digital activation, media planning-buying, content, sales enablement, and subject matter experts to accelerate the cat business. Partnered with key accounts planning with PetSmart, Chewy, and Petco.Developed a 2-year strategy for growth priorities. Led and partnered with insights and category teams to identify white space.Led integrated campaigns (digital marcom tactics; creative, social, augmented advertising, re-targeting, and SEO)Attained 1.3% growth in cat food sales during the supply crisis by refocusing on the kitten strategy.Lead team to ensure consistent agencies and vendors are in place to launch campaigns with excellence2021 piloted a holistic campaign for North America, managing cross-functional stakeholders in USA and Canada.Leader for enterprise-wide COVID external campaign around Telehealth.

Chosen to develop and create a dedicated team to act as an internal start-up incubator lab supporting the US and Canada. This Create the New team enabled new capabilities, supported discovery, test & learn acceleration, and deployed missions for NEW projects, products, and services in Royal Canin. The team was passionate about solving the consumer/customer problem.Change agent creating, vision, strategy, and budget for the innovation (product, digital services, and platforms) models to incubate and validate. Developed a 2020-21 vision, strategy, and budget for the innovation (product, digital services platform)Managed models to incubate, validate, and scale road maps and began testing within six months.Improved product success rate in US and Canadian markets by creating objectives, testing strategies, and sprints.Developed two business cases and defined sub-brand positions for pilot testing. Established brand architecture for new SaaS.Actively demonstrated agility and design-thinking that enables the rest of the organization to accelerate skills that prepared the broader business to achieve Vision 2025

Direct all marketing aspects for Royal Canin Veterinary Diets. Royal Canin Veterinary is ranked No. 2 in the USA veterinary channel and animal health industry. Led marketing for Royal Canin Veterinary Diets. Managed upstream and downstream marketing, research, planning, innovation, integrated campaigns, budgets, and road maps for the veterinary leadership team. Created customer journey, managed data analytics, demand generation programs, innovative evergreen campaigns, content, and focused metrics to track ROI. Earned +10pp market share growth over a 3-year period Increased Unaided brand awareness +20% for Royal Canin Veterinary Diets in my tenureLeader of a high-performing marketing team. Improved Gallop leadership score to 79 from 42 by guiding team through two reorganizations and a cyber crisisAchieved double-digit sales growth y/y by partnering with sales and creating a new strategic vision that embraced e-com and digital technology to help solve the needs of customers and consumersGlobal Liaison. Led the USA vision for the 2019 new brand architecture and go-to-market strategies. Key influencer to develop an always-on customer-centric campaign focused on the pet owners’ golden moments in the pet owner medicalization journey

Managed and executed strategic plans, lead media, public relations, and insights for Royal Canin Veterinary division - USAProven manager creating push and pull campaigns to nearly double product distribution in top product lines. 26% sales growth in key range in 2013.Positioned all brands for growth. Crafted and managed consistent brand positioning for key veterinary-exclusive rangesDeveloped and branded online learning service: defined the SaaS product image, position, and unique selling proposition, generating 10,000 users in the first year.Managed market research & key insights from qualitative and quantitative research to position veterinary-exclusive diets

Innovator in the Animal healthcare industry. Manage goals, strategies, and implementation to increase sales of top Purina Horse feed brands for Land O'Lakes, the No. 1 companion animal and livestock animal feed manufacturer in North America.Key Accomplishments:Led new products and developed new "aging" horse product category, from inception to executionDoubled year-one projected tonnage of new product, establishing it as the fastest-growing horse feed for Purina 4% growth in 2009. Proven brand manager for Equine Senior relaunch, the largest-margin brand in the equine portfolio. Managed key insights from qualitative and quantitative research to reposition the mature product Position brands for growth. Craft and manage consistent brand positioning for multiple equine brands from premium, midline, to specialty categoryExecuted new product distribution strategy using new distribution channelLed national consumer campaign, the largest multi-species integrated marketing campaign in company history, synchronizing the efforts of teams and external agencies. Translate consumer insights into go-to-market strategies, having launched five new products in five years and pioneering the highly successful nationwide public relations campaign for breast cancer awarenessCraft social media strategies to create dynamic online and social media presence using Facebook, Twitter, SMNR, blogs, e-newsletters, e-coupons, and QR code technology to highlight Purina through interactive testimonial campaigns, equine nutrition tips and educational topics to grow the Purina horse communityPR expertise as a motivational speaker and media spokesperson for Purina horse brands. Key speaker on new products and promotions, presenting to audience of 1,000+ Develop and implemented annual plan with goals and metrics to yield success in all channels