Debra R. Small Email & Phone Number

New York, Ny, Us

Newark , Nj, Us

• Report to CEO of this private equity backed CPG company in the health and wellness category.• Lead marketing and brand strategy to support sales growth, brand awareness and channel expansion.• Launched the innovative, next-generation, challenger brand KNOWHEN® Advanced Ovulation Test with a Fertility Monitor App. Planned Q4 2016 expansion beyond ecommerce into Food/Grocery, Drug and Mass Merchandisers. • Developed brand positioning, packaging, claims, creative assets and sell-in story.• Initiated customer segmentation to develop relevant strategies, messaging and merchandising tactics.• Grow new customer acquisition through integration of cross channel marketing strategies utilizing a mix of Digital, Social, SEO, PR, Email and in-store POS/displays.• Leverage data and a test and learn approach to optimize business performance and marketing spend.

Boutique marketing consulting firm specializing in Consumer/Brand/Product Marketing, Innovation, Digital Media Strategy, Customer Marketing, Revenue Acceleration, Integrated Marketing, Brand Activation, Customer Acquisition, Retention/Loyalty for CPG, Beauty, HBA, Health & Wellness, Non-Profit, Financial Services and Medical Devices. • Engaged by large corporate multi-nationals, startups and Private Equity portfolio companies to conduct situation assessments, competitive analysis and insights, brand positioning, evaluate business performance, craft integrated strategies and marketing plans, execute campaigns, develop annual business plans, ideate, launch new products/services, spearhead pricing strategy, strengthen consumer communication and create compelling co-marketing initiatives.• Consistently exceeds revenue and profit targets by applying strong strategic, analytical and marketing leadership to the business. • Companies include Revlon, Weight Watchers, Unilever/Slim-Fast Foods, HiLin Life Products, Kraft/Nabisco and consumer marketing at Jackson Hewitt.

New York, Ny, Us

Key marketing strategist for the Revlon and Almay brand (Color Cosmetics, Hair Color, Beauty Tools and Deodorant) in retail outlets such as Walgreens-Duane Reade, ULTA and Drugstore.com. • Developed and secured senior leadership approval to go-to-market launch strategy and integrated marketing plans for various categories and collections (Digital, Social, Email, Experiential, Sampling, Displays, Print). • Spearheaded and collaborated with global brand marketing teams and R&D to launch new products and create sell-in presentations. • Analyzed the ROI of marketing initiatives and recommended actions for improvement and reinvestment. • Managed agency partners to create and execute brand and business building marketing initiatives. • Partnered cross-functionally with sales and category management to develop and present joint business plans to deliver top and bottom line growth at key retailers.

Jersey City, Nj, Us

Integrated Marketing | Branding | Digital | Social | Online | Consumer Marketing | Media | Acquisition | Retention | Private EquitySenior Director Consumer Marketing, Retail and Partnerships (2011-2013)Led consumer marketing to grow volume/share for the brand sold in-store and via e-commerce at major Food/Mass retailers (Family Dollar, H.E. Butt, Sears and Walmart). Drove over 40% of the company’s annual revenues. Volume +18% in 2012, +7% in 2013. • Spearheaded and collaborated with retail partners on integrated marketing plans and co-marketing initiatives to increase customer acquisition and retention/loyalty. • Leveraged consumer segmentation, path-to-purchase analysis, market research and business analysis to formulate campaign elements and generate the media mix strategy incorporating Radio, Mobile, Digital, TV, Social, Print, POS, Public Relations, Co-op, Experiential, Mall Marketing, Direct, Email, Online, Local/Grass Roots and Way-Finding signage. • Led strategic marketing for Corporate/Affinity partnerships.• Developed and executed a defensive strategy to protect the brand’s entrance into a new channel.Senior Director Consumer Marketing and Retail (2009-2011)• Turned around a declining business. Volume +46% in 2011, +18% in 2010. Awarded Vendor of the Year at Walmart in 2012.• Revamped approach and go-to-market plans, developed positioning for the brand sold via in-store and e-commerce at Walmart. • Improved customer retention/loyalty. • Increased digital presence by developing and rolling out a co-branded Walmart/Jackson Hewitt website; negotiated media placement on Wal-Mart’s digital and social branded properties. Senior Director Innovation (2008-2009).• Managed new product development. Leveraged consumer data and industry trends to identify and launch new products. Contributed to marketing initiatives to acquire and retain multicultural customers.

New York, Ny, Us

Health & Wellness | Activation, Acquisition & Retention | Local Marketing | Integrated Marketing | Strategy | Multicultural Marketing | Private EquityLed consumer promotions, new segment targeting, new product launch, multicultural marketing, collateral development, pricing strategy, local marketing and field organization communication for this Health and Wellness industry leader with over 5,000 Weight Watchers meeting locations across the US. • Collaborated with global marketing counterparts. • Launched Monthly Pass (retail and e-commerce) to grow customer acquisition, frequency and loyalty. Supported rollout with traditional and new media (DM, Email, PR, Website, Print, Social, POS).• Hired, trained and managed 5 direct reports and agency partners. Led cross-functional teams.

Blackfriars, London, Gb

Health & Wellness | CPG | Full P&L | New Product Innovations | Revenue Acceleration | New Target and Channel Led innovation for Slim-Fast Foods division.• Drove millions in revenue in weight loss segment by developing and launching 34 new products. • Played key role in Slim-Fast Optima capture of first place ranking and win of 2005 IRI New Product Pace Setters Award. • Created, hired, and mentored division’s first innovation team. • Managed the innovation pipeline.• Worked with global counterparts to execute the innovation template within their respective markets.

DTC | Health and Wellness Marketing | Innovation | Strategic Partnerships | Private Equity-backed | CPG |Cross Functional Team LeadershipCreated and executed strategic marketing plans for this Private Equity, VC-backed, direct-to-consumer provider of special dietary products designed to achieve health and wellness goals. Signed strategic alliance deals with Bristol-Myers Squibb, Roche Pharmaceuticals and Richards Simmons..

Marketing Consulting | Team Leadership | Strategic Partnerships | HBA | Revenue Acceleration | Client Management | Consumer Insights | Consumer Behavior | Account/Client Turnaround | Category ManagementProvided marketing strategy consulting for Colgate-Palmolive and Revlon. Grew revenues 41% above contract by refocusing client efforts on new product launches, category management and promotions better leveraging consumer behavior/insight to drive more highly targeted and relevant brand messaging. Managed 25 direct reports and increased team productivity 33% by restructuring reporting alignments, performance incentives and improving training programs.

Brand Restage | Innovation | P&L | Accelerated Growth | CPG | Advertising | Consumer Promotions | Health and Wellness | Snacks | Product Improvement Marketed and sold a variety of category-leading brands including Wheat Thins Snack Crackers, Other Flavored Snack Crackers, Snack-Wells, Maxwell House Coffees, Post Cereals, Stove Top, Good Seasons Salad Dressings, Shake n Bake, Tang, Open Pit Barbecue Sauce, Jell-O and Minute Rice.Product Manager, Nabisco Biscuit (1995-1996)Associate Product Manager, Nabisco Biscuit (1994-1995) Associate Product Manager, Maxwell House (1992-1994)

Executive Mba, General Management & Marketing

Bs, Management & Marketing