Diane (Shanabruch) Collins Email & Phone Number

Cleveland, Ohio, United States

• Responsible for driving marketing strategy across all divisions to help increase revenue and profitability and enhance customer experience. Manage agency and vendor relationships.
• Leading the strategy, development, and execution of website refresh to improve customer experience, automate the lead process for candidates and clients, establish goals and KPIs to measure the website impact on the.
• Implementing SEO strategies to improve search rankings, drive organic traffic to our website, and improve overall site health and domain rating/authority score by fixing technical errors, implementing a content.
• Led the internal process of building our Key Messaging Framework and having it translated into our unique value proposition and new brand messaging for our website and sales/marketing materials.
• Leading the internal communication strategy to improve employee engagement through consistent and relevant communication across various platforms.
• Developing and executing targeted lead generation campaigns based on personas to drive new client acquisition and reactive past customers through email marketing and paid media tactics.

Akron, Ohio

• Promoted from Market Insights & Development Director in 2018. Drove market strategies, value propositions, brand messaging, and product roadmap recommendations for the foodservice, retail B2B, health & fitness and.
• Leveraged industry trends/customer insights to uncover opportunities, drive innovation, and accelerate growth.
• Negotiated incremental funding/resources from senior leadership supporting strategic market growth initiatives by developing and executing a five-year U.S. foodservice business strategy.
• Led the creation and execution of the annual operating plan, marketing strategy, and marketing plan to drive revenue. growth. Including demand generation and content marketing campaigns consisting of email marketing.
• Drove significant YOY Brand Health Equity increases for key attributes like unaided brand awareness, “grounded in science” (from 49 to 88), and “brand worth paying more for” (from 54 to 93) over a five-year period by.
• Recognized a market opportunity, activated the new product development and enterprise launch of PURELL Body Fluid Spill kits with a third-party manufacturer, closing three major foodservice chains in the first six.

Greater Chicago Area

• Promoted from Customer Market Manager in 2013. Conceived and administered the company’s first e-commerce strategy and omnichannel strategic initiatives, educating all levels of the organization on the opportunities and.
• Accelerated revenue growth at Amazon via developing SNS/SIOC packaging, partnering on strategic marketing and promotional programs like Amazon Mom and AMG as the account lead.
• Led all digital marketing activities and evaluated syndicated content management providers, digital media, paid search, analytics providers, and other emerging technologies and provided thought leadership to retail.

Chicago, Illinois, United States

• Conceived and administered the company’s first e-commerce strategy and omnichannel strategic initiatives, educating all levels of the organization on the opportunities and challenges in this emerging channel..
• Accelerated revenue growth at Amazon via developing SNS/SIOC packaging, partnering on strategic marketing and promotional programs like Amazon Mom and AMG.
• Led all digital marketing activities and evaluated syndicated content management providers, digital media, paid search, analytics providers, and other emerging technologies and provided thought leadership to retail.
• Formulated and delivered on retail channel strategies, resulting in an increase in Enfagrow sales of 11% in 2011 and 4.4% in 2012 for a premium-priced, discretionary-spend product and grew market share by 8%.

• Led strategic business planning and customer/multi-channel marketing program development by finding the “optimal intersection” between ACUVUE® Brand strategies and retail customers’ goals and objectives.
• Gained 10% sales increase at Walmart, compared to 2% national growth of ACUVUE® Brand, by leveraging business insights and developing customer-specific programs/initiatives.
• Influenced 89% of retailers to incorporate J&J creative into their advertising/promotions through the development of shopper marketing campaigns in year one after leading a search to hire a Shopper Marketing Agency.

Orlando, Florida, United States

• Recruited from Coors to lead the marketing and business development function with a team of 14 Brand Managers / Marketing Staff. Headed all marketing initiatives including media, sponsorship/ event management, sales.
• Led supplier/brand management efforts, including setting monthly business objectives, developing annual business plans, pricing initiatives, and supplier incentives to achieve sales goals.
• Spearheaded the successful launch of a new non-alcoholic beverage division by designing, developing, and implementing the go-to-market strategies and managing the P&L, on schedule and under budget.
• Increased the efficiency of the Sign Shop from an average of 10-day turnaround time to three days.
• Initiated a new process for product/package introductions and developed metrics for measuring success, providing a standardized method to ensure organizational fit and sales force readiness.

Cincinnati, Ohio, United States

• Developed consumer marketing programs and promotions, channel marketing initiatives, merchandising programs, and incentives across channels for grocery, mass, drug, convenience, and on-premises in the Midwest Region.
• Headed all regional promotional plans, events, marketing communications, and activations surrounding the Super Bowl in Detroit, winning a national award and personal acknowledgment from Pete Coors. The market was up.
• Managed a $10M marketing budget, including agency management of media plans in local markets.
• Negotiated sponsorships and developed successful programs leveraging partnerships with the Cleveland Browns, Polaris Amphitheater, Blossom Music Center, Kentucky Derby, and Rascal Flatts to grow sales and distribution.
• Selected by peers/management to receive two out of five quarterly recognition awards since program inception.

• Managed Coors portfolio within sixteen distributors in Outstate IL / St. Louis. Coached and trained distributor personnel and developed and implemented retail goals, tactics, and programs.
• Won National Sales Incentive and exceeded 2001 volume goal by increasing Coors volume by 8.5% as compared to overall Midwest growth of 1%.

• Planned and forecasted monthly sales goals and cash operating profit for the district. Trained and managed a staff of 16 employees responsible for sales, delivery, and merchandising of products. Executed national and.
• Increased Gross profit by 18 % as compared to the previous year.

Negotiated and maintained all division media buys with a budget of over $3M annually. Worked with media partners to develop and implement local promotions to gain incremental volume and enhance the brand image with target consumers. Developed local promotions assisting ten sales centers in achieving volume and profit goals.

Managed the #1 volume territory and achieved assigned sales goals.

Bachelor Of Science - Business Administration, Marketing & Logistics

Master Of Business Administration - Mba, Marketing