Danielle Devine Email & Phone Number

San Ramon, California, Us

• Lead product and marketing strategy to profitably drive multiple national brands under the Japonesque portfolio, a +50M high-growth CPG company. Brands include Japonesque and Barefoot Scientist.• Develop and execute the marketing strategy and plan to drive brand awareness and product trial with a focus on product positioning, packaging, pricing, shopper marketing and advertising. • Drove the strategic execution to rebrand Japonesque to become more relevant and create a distinct POD within the category. Outpaced category growth by 3x in Q1. Rebranding execution included new brand v voice, packaging, print ads, social media, digital advertising and web design.• Oversaw the marketing integration of a new acquisition brand, Barefoot Scientist to successfully streamline activities and scale efficiencies while developing channel expansion strategies. • Lead the strategic innovation process by defining the overall product development roadmap, conducting market research, and partnering with product development to execute on innovation priorities and lead the commercialization process. • Collaborate with the sales team to execute channel marketing initiatives to ensure successful retail growth. Achieved double digit growth year-over-year 4+ years. Retailer experience includes Ulta, Target, Walmart, CVS, RiteAid, Walgreens, Sally/Cosmoprof and SalonCentric. • Oversee all consumer facing platforms and digital media programs including D2C, paid media, CRM, social media, UGC and affiliate marketing programs:• Managed Amazon vendor central and seller central channels through broker relationship. Oversaw brand transition to SC platform for over 100 skus. Dove the process to improve SEO through reviews, graphics, product descriptions and A+ content. Launched brand store. Managed a $15k/mo search and DSP advertising budget. • Develop and manage marketing budget and product line P&Ls.• Manage a team of direct reports and multiple agency support staff.

Calabasas, California, Us

• Responsible for driving strategic initiatives to reinforce OPI’s commitment to the beauty professional.• Elevated OPI’s training platforms, including corporate events and distributor classes. Revised education collateral to deliver best-in-class education tools. • Collaborated with sales, marketing, and creative to launch salon acquisition initiatives. Included brand-building programs, customer experience programs, and special events at key retailers including Ulta, SalonCentric, Cosmoprof, and LifeSpa.• Acted as team leader to launch a new manicure minibar express center in Ulta Beauty. Developed the service menu, product mix, station footprint, and staff training tools.• Lead OPI’s trade show experience directing the look, feel, and message.• Managed a budget of $2 million and a staff of 5.

New York, Ny, Us

• Responsible for the strategic development of education programs including training events, website management, curriculum development, trade show activity, and other special events.• Oversaw a staff of 9. Directly responsible for the training, development, and deployment of approximately 120 consultants throughout North America.• Developed a loyalty App titled “Shellac Certification”. Utilized new technology including APP-CRM integration and social media resources to generate new customers and drive consumer awareness. Enrolled over 5,000 members in the first 12 months.• Developed an APP based education platform to host education content. Oversaw the creation of videos, workbooks, trainer tools, and presentations.• Developed and managed an online learning platform that featured video tutorials, interactive exercises, and quizzes. The platform tracked the student’s learning experience to generate awards and recognition.• Launched education programs globally to support new product launches. Through a team of consultants around the world, executed over 2000 events reaching appx 50,000 new users annually. • Oversaw special event activity with attendance ranging from 30 - 200. Responsibilities included program/content development, venue selection, and budget management. • Managed a budget of over $2 million. Successfully stayed within budget while executing department objectives year on year.

San Diego, Ca, Us

• Responsible for the profitable, strategic, and tactical execution of marketing programs for the company’s professional salon industry product line. Generated over 45% of sales and 70% of the profit.• Developed a strategic 5-year business plan with aggressive growth objectives. • Launched new professional product line – termed “the most successful launch in the company’s history”. Generated over $5 million dollars in the first year.• Increased dominance in core category by increasing 2003 revenue by approximately $1 million dollars. Brands in this category typically experience flat growth year on year.• Led numerous teams in planning, research, development, and implementation of brand initiatives in line with corporate strategic objectives.• Developed and implemented advertising and promotional strategies for both corporate and brand initiatives. Involves interface with internal and outside creative services agencies.

• Managed cosmetic, nutrition, and food accounts throughout the West coast.• Achieved or Exceeded sales goals annually. Increased profit margins by 49% from the past year.• Managed numerous product lines. Responsibilities included product introduction, customer development, training, technical support, and pricing development. Achieved an increase in sales of 65% annually.

Bachelor Of Science (Bs), Marketing

Master Of Business Administration (Mba), Business Administration And Management, General