Erin Kelley Email & Phone Number

Santa Barbara, Ca, Us

Santa Barbara, Ca, Us

Santa Barbara, California Area

• Developed and executed go-to-market strategies and brand initiatives for the U.S., enhancing market presence and brand recognition.• Led a comprehensive e-commerce site redesign, boosted PR efforts, and revamped packaging to improve user engagement and brand appeal.• Orchestrated new product launches with targeted strategies across platforms to maximize reach and impact.• Formulated and implemented trade strategies to drive growth and profitability.• Directed a broker team to secure key retail and distribution partnerships, expanding market access.• Partnered with the Director of Sales on retail marketing promotions to drive store traffic and sales.• Enhanced e-commerce performance through strategic marketing execution and campaign management.• Built expertise in digital media best practices to optimize online presence.• Created and maintained cohesive content across digital, social, and email channels for brand consistency.• Managed 3rd party dev teams, digital/PR agencies, and Amazon agencies for integrated marketing efforts.• Applied in-depth knowledge of Amazon backend management (1P and 3P) to optimize product listings.• Drove strategic vision and positioning of product lines, developing sales and marketing materials.Implemented marketing programs that increased offline retail sales velocity, elevating Comvita to #1 Manuka and #3 overall honey brand in the Natural channel.• Oversaw 3rd party vendors for impactful in-store demos and activations with branded merchandise.• Directed retail and trade ads, activations, trade shows, and events to enhance brand visibility.• Managed the Comvita Kids product line, covering brand strategy, PR/social/digital execution, and retail distribution (2019).• Generated insights through customer surveys to guide brand and product development.• Collaborated with global/domestic teams, U.S. brokers, and distributors to drive cohesive growth strategies.

Santa Barbara County, California, United States

• Developed strategic plan and guided company-wide projects• Lead cross-functional teams to deliver on projects• Evaluated new JVs, partners, research opportunities, consulting engagements • Provided direction and support to Product Development and Research teams; acted as liaison between team members, vendors and clients• Maintained continuous alignment of objectives and oversaw company and team OKRs• Utilized lean concepts for process improvement• Managed patent portfolio (also co-listed as inventor), helped secure patent protection, managed outside counsel and responses to U.S. Patent office actions• Coordinated research trials • Developed and executed a year-long corporate wellness program that resulted in overall improvements in various measures of employee health; set up business management software and App to engage the team in wellness services• Ensured products conform to FDA, FTC, NASC, AAFCO, DSHEA, state and international regulations• Developed product formulas, sourced raw materials and new suppliers, and negotiated contracts

Santa Barbara, California Area

• Developed nutrition analysis database for all products sold by a frozen yogurt company• Ensured product label information conformed to FDA and FTC regulations• Provided guidance on USDA standards, product development and nutrition related topics• Generated marketing materials to promote the products

Irvine, Ca

• In charge of the company’s product development process• Lead strategy and development (concept through launch) of new products • Responsible for pricing over 200 products and 445 skus each year• Built a pricing model to help analyze impact on margin given changes in sales prices, standard costs and product mix velocities along with price comparison to competitors. Result was an increase to the GPM with continued increases in sales.• Developed and executed marketing programs and business development ideas to add to the division’s growth and improve customer retention. Result was an increase in organic growth and continued sales growth.• Initiated and executed a new customer marketing study that identified new products; these new product sales exceeded typical sales. • Trained the Sales team on new launches• Revamped the company’s sales and customer training program to better meet target audience needs and customer training goals of the company. • Helped restructure the company’s retail bid process, assumed responsibility for writing bid proposals to retail accounts >$1 MM. Result was three major retail accounts that were closed in a two-year time period. Previously, one new account closed >$1 MM in four years.• Initiated and managed the company’s public relations • Managed the advertising budget and lead new ad creation

Culver City, Ca

• Provided oversight and direction for the hospital Dietetic department • Managed team of 5 staff dietitians and 7 diet office personnel • Supported dietetic staff through training, guidance and goals program advisement• Provided medical nutrition therapy assessments and recommendations to Critical Care Units• Member of the Diabetes Advisory Council resulted in the development and implementation of current nutrition therapy policies and procedures that were incorporated into hospital-wide policy and procedures.• Initiated and monitored a 3-month long Continuous Quality Improvement (CQI) assessing the appropriateness of TPN use in effort to reduce hospital costs and improve patient care. Project resulted in reduced TPN usage (saving at least $1,000/day, per patient).• Created and monitored on-going Process Improvement initiatives with positive outcomes. Reported quarterly results to the Pharmacy & Therapeutics committee.• Helped guide the Dietetic and Food Service team through a successful JCAHO audit, including the creation and execution of policy and procedures for the department.

Brooklyn, Ny

• Managed the hospital course of patients by implementing assessments and recommendations for patients at risk of malnutrition. Provided nutrition services to hospital patients including diet education and instruction.• Provided nutrition lectures to hospital staff and community members.• Guided dietetic interns as a preceptor for various rotations (also completed a six-month dietetic internship at this location).• Developed and published hospital nutrition education materials still in use today for patients. • Was selected by the hospital’s leading bariatric surgeon to pre-operatively screen, counsel and co-lead the support group for bariatric patients.

Master'S Degree, Nutrition And Food Studies

Activities and Societies: Awarded New York University Graduate Scholarship

B.S., Nutrition

Activities and Societies: Provided over 50 hours of community service as an Alpha Phi Omega memberDean’s Honor List Awarded Leopold E..