Dae Lee Email & Phone Number

Petaluma, CA, US

Petaluma, CA, US

Overhauled the marketing function to become more consumer-centric.Led the repositioning and redesign the 40-year old organic brand to make it more relevant. Established digital marketing capability, innovation pipeline, and insights capability for the business. Report directly to the CEO and also serve on the Board of Directors.

Walnut Creek, CA, US

Led marketing, innovation and product strategy across the Membership, Travel and Content businesses. Delivered $700MM in sales as the fastest growing club in the US by achieving a record 89% retention and strong new customer acquisition. Drove business shift toward digital setting engagement records with Via Magazine and Website. Launched product.

Los Angeles, California, US

Joined an early stage startup as first hire after the founder to launch a lifestyle brand to disrupt the tea category with an innovative tea crystal form. Developed core brand positioning, mission statement, key beliefs and the brand style, imagery and voice guide. Brought the brand to life through customer journey from website, package design, sampling.

San Diego, California, US

Developed consumer-centric marketing plans for the $4B enterprise. Spearheaded the brand positioning effort. Increased marketing revenue by 50% within 18 months and managed $130MM marketing budget. - Led the creation of first brand TV spot that ranked #6 most emotive TV advertisements.- Launched integrated planning across the Marketing Centers of.

Established Kashi ($750MM) as one of the largest Natural/Organic brands. Led the evolution of becoming a lifestyle brand growing 3X from 2005 to 2013. - Led collaboration of Kashi across five business units.- Created and executed $66MM marketing plan which included advertising (TV, Print, OLA, OLV) to digital (website, social, mobile, search, CRM.

- Created the company’s first five-year strategic roadmap that set the foundation for innovation, capital planning, base business development and equity management to grow the brand to $1B. - Led innovation and managed $329MM Kashi cereal portfolio, which included six brands.- Launched a combination of pioneering innovation (cereal for three body systems.

Battle Creek, Michigan, US

Established #1 position for Kashi frozen meals, launching two new platforms and developed an innovation pipeline for Morningstar Farms.- Led marketing and innovation plans resulting in 63% growth to $80MM.- Launched Kashi frozen pizza which doubled the size of the business and expanded margins.- Achieved a US patent for the R&D team.- Led the Kashi TV.

Battle Creek, Michigan, US

- Launched Kashi frozen meals which drove 4pts of HH penetration and over 50% new users across the balance of the Kashi portfolio.- Generated $49MM in 18 months and becoming the #2 leader in natural/organic frozen meals.- Built the cross-functional capability across supply chain, manufacturing, product development, and sales.- Responsible for Brand and.

Camden, NJ, US

New business development/ Innovation- Delivered the three year strategic plan on the Italian sauce business for the $300MM Prego Brand & validated innovation pipeline.- Established new category insights using a profit pool analysis that reduced trade, grew net sales, and expanded margins.- Developed a new $40MM premium Italian sauce platform. The line.

Purchase, New York, US

Innovation: Managed cross-functional team on new products platform from ideation to commercialization on a line of crackers with new “on the go” packaging.Base business: Drove sales growth of 18% on $280MM Cookie, Cracker, Meat Snacks, and Snack Nuts businesses. Led the first customer segmentation study for C-store channel, resulting in a shift in business.

Purchase, New York, US

Managed $1.5B single serve salty snack business. Led marketing partnerships with Star Wars, Warner Brothers, Disney, NBA and NFL which drove double digit growth. Drove portfolio rationalization which grew sales 10% while increasing profitability by 14.9%.

Mba, General Management

Bs, Marketing