Gavin Mccarthy Email & Phone Number

Chicago, Il, Us

Chicago, Il, Us

Kilkenny, Ireland, Us

Kilkenny, Ireland, Us

Key member of post-acquisition integration team responsible for restaging iconic SlimFast brand worth $300M in revenue• Activated fully integrated “4 Hour Hunger Control” Storytelling campaign for Q1 2024 Diet Season and evolved audience targeting to leverage channels with Purchase Based Targeting to drive increased conversion during key seasonality • Led commercialization of Masterbrand packaging redesign, evaluated strategic design intent and executed consumer testing that delivered findability and visibility at shelf while improving brand perceptions by 50-100% across key metrics • Owed Portfolio Management process; identified portfolio simplification opportunities rationalizing 42 SKUs, enabling team to shift resources and further accelerate innovation pipeline within strategic growth platforms • Presented long-term protein ready-to-drink sourcing strategy to executive leadership that will deliver +5pts product margin at end of existing sourcing contract in 2025• Advocated for and implemented exclusive eComm portfolio assortment that overcame marketplace pricing dynamics and delivered +18% eComm growth and +4pts eComm channel margin • Oversaw strategic exit of Keto ready-to-eat product line managing liabilities to $1.5M P&L impact and launched Delights snacking line with consumer insight driven Smart Swap positioning enabling brand to maintain foothold in Ready-To-Eat• Collaborated with Pricing Strategy group to enact two price increases throughout ’21 - ’22 (+7% and +10%); provided competitive benchmarking scenarios and tracked volume impact vs. elasticity assumptions• Currently leading GLP-1 Weight Loss Drug Strategy Exploration, developed and testing strategic entry points for brand with consumers to drive future innovation, communication and partnership considerations• Member of GPN Change Champions group who provide feedback on Organization Health and Culture. GPN Americas 2022 Impact Grow Our People Award Winner for contributions•

Kilkenny, Ireland, Us

As Brand Manager at Glanbia Performance Nutrition , I was responsible for developing growth and innovation strategies for core protein products .I am also responsible for Amazon Media budget planning, execution and optimization.• Spearheaded key growth initiative extending hero protein platform into fast growing category adjacency leading cross-functional team through product opportunity analysis, go-to-market strategy, product development and launch plan• Designed and executed Three-Year Growth Strategy for core protein product; delivered YoY double-digit revenue growth and initiated value engineering project improving profitability• Presented analysis highlighting Amazon media investment inefficiencies and proposed optimized spend decisions; selected to lead a collaborative process to create new company-wide Amazon media reporting• Elected to moderate Q&A sessions with female and minority leaders through role in D&I Committee

Kilkenny, Ireland, Us

As Senior Assistant Brand Manager at Glanbia Performance Nutrition , I was responsible for re-branding projects that contributed to reversing four consecutive years of negative global net sales to return brand to growth in 2017.Key Achievements:● Owned development of Global Innovation Pipeline leading a consultative process with consumer insights, commercial, andR&D teams to validate 'big bet" innovation concepts to ensure brand continues to meet annual innovation net sales goal● Pioneered first co-branded Coldstone Creamery and BSN protein powder flavors which launched in May '18; expanding household penetration beyond core sport nutrition users● Directed the development of specific assets (18 videos,56 digital assets and 600+ images ) and guiding principles of first base equity 'Spotlight' storytelling platform providing regional teams tools to deliver against the brands growth strategy, must win battles and key initiatives● Developed global packaging refresh communication strategy delivering against perceived barriers to entry identified in consumer research and enabling complete design consistency across global portfolio

Kilkenny, Ireland, Us

As Assistant Brand Manager at Glanbia Performance Nutrition , I was responsible for brand repositioning work stream and working on new product development projectKey Achievements:● Led a cross-functional team to launch PROTEIN CRISP winning best protein bar from Convenience Store News and Bodybuilding.com● Managed a team of senior executives, agencies and consultants through implementation of a new brand positioning framework resulting in a sharped brand positioning statement, clearly defined target groups, distinctive DNA assets andnew "Spotlight' Brand Belief● Steered the brands critical strategic innovation initiative to regain leadership in Pre-Workout Category through a comprehensive, insights-driven approach leading to ENDO-RUSH proposition which delivered on key consumer trends of transparency and outperformed competitors on both taste and performance● Launched 15 regional relabeling/reformulation projects (75 skus), consulting with regional brand, regulatory and legal teams to ensure global brand consistency and regional compliance resulting in an expanded global footprint.Received with GPN 'Find a Better Way' Award for these efforts● Founder member of the Glanbia Graduate Mentor Program involved in the ideation and execution of the program.Mentored one graduate in his successful transition to a full- time role and subsequent promotion to associate brand manger● Presented at internal brand induction trainings for all new employees, athletes & commercial partners as part of global Sports Nutrition School® initiative● Managed the delivery of Global Brand Budget, ensuring investment strategy alignment through VP and providing recommendations for FY 2018 budget investment during planning

Kilkenny, Ireland, Us

• Customer Marketing LeadershipOwn development & execution of ABB/beverage customer marketing programs to drive sales and awareness while delivering key account budgets.• Managing New Product Development Manage timely execution and successful release of new product commercialization• Marketplace IntelligenceIssue monthly in-market reports for O.N. & ABB brands•Ambassador/ Influencer ProgramBuild on existing program, identify and recommend unique opportunities to drive ABB awareness

Kilkenny, Ie

Market research & competitor profiling (focusing on digital media & ecommerce)Digital media campaign management - devise, plan, implement, track and report:i)Web based campaignsii)Social Network campaignsiii)Loyalty campaignsDigital Strategy moving forwardeCommerce Management - ‘Online Store Manager’ – CountryLife Ecommerce offering managed in terms of stocking, distribution, sales targets and range development.

The Marketing Development Programme (MDP), functions as a professional marketing consultancy house offering a unique array of marketing solutions including branding, economic impact studies, customer profiling, event management, strategic development, and market research.During my time on the programme I worked on projects for FBD Insurance, Reckitt Benckiser, the I.R.F.U and Dún Laoghaire Rathdown County CouncilI also assumed control of the programmes online marketing strategy, managing its blog and developing the programmes social media strategy. Within the programme, learning is focused on both personal and professional development in areas such as communication skills, presentation skills, leadership skills, as well as client management, time management, research methodology, negotiation and team work.

Master Of Business Administration - Mba, Marketing/Marketing Management, General

B.A. (Mod), Economics And Social Studies

Msc In Marketing Practice, Marketing/Marketing Management, General

Leaving Cert, 510 Points