Heather Iafrate Email & Phone Number

Provided guidance to the Marketing Department by evaluating and developing marketing strategies in an effort to achieve overall organizational objectives to drive sales growth and profitability. Worked closely with the sales team to develop pricing and promotional strategies that will help maximize profit and market share. Oversaw North American marketing, advertising and promotional efforts for all Norseland brands. Effectively lead and develop Marketing team to meet business objectives.• Supervised the Assistant Marketing Manager, Manager Brand Strategy and Communications, and Canada Branch Manager• Coached the marketing team for prospective client meetings, presentations• Trained the marketing team for personal and professional development leading to the success of the company• Conducted monthly one on one meetings with Marketing team members to keep a pulse on employee mindset, goals, and challenges• Expanded distribution in Canada • Established and lead a team dedicated to the development of Norseland corporate Mission and Values

Darien, Ct

Spearheaded strategic sales development and marketing solutions for new and existing products within convenience store and food service channels. Conducted comprehensive analysis to identify business advancement prospects. Assessed client needs and monitored consumer trends to effectively adjust plans/ budgets in line with business objectives. Build and maintained robust partnerships with various brands and coordinate tradeshows/events. Centralized organization communication to improve internal knowledge of product assortment and enhance team collaboration.

Westport, Ct

Hired to develop and manage multiple brands’ strategic consumer and trade marketing plans, managed collective brand budgets ranging from $300,000 to $3M. Responsibilities consisted of implementing all trade and consumer promotions at various levels, new product introductions based on consumer and category trends, collaboration with creative agencies on packaging design, social media campaigns and development of brand messaging. Developed multi-million dollar strategic sales and marketing program for the Italian government to support sales of European Olive Oil in North America.Work cross-divisionally with marketing counterparts in other countries on NPD, packaging design, company newsletter and marketing initiatives.Developed and implemented route to market plans for emerging brand launches in the US.Successfully designed and executed Catalina and News America Programs in key accounts and presented results of increased product trial to principals.Created and presented comprehensive sales presentations for regional sales team and broker network.Successfully coordinated first company wide off-site team building event.Lead rebranding initiatives for ten global Green Seed office websites. Presented US market entry insight to Fevia, the umbrella association of the Belgian food industry.

Selected to manage brand ambassador schedules nationwide, communicate with vendors and track timelines for a start-up company specializing in supplying all-natural dry roasted cashews to over 2,000 retailers nationwide. Efforts extend into managing demonstration supplies, providing sales support, building relationships with clients and planning events to reach target demographics. Managed 23 interns across the country.Expanded brand ambassador internship program from Connecticut to six other key regions throughout the country.Developed sales demo budgets based on needs in specific regions, launching the brand with additional marketing efforts into new and key regions.Created sales goal incentive programs that reduced staff turnover by 25% and increased motivation. Developed innovative packaging, brand messaging and marketing materials for new products.Designed Amazon.com promotion that increased sales by 10%.

Developed and executed overall marketing strategies to increase market share and support growth in existing and new market segments.Managed marketing budget, project timeline, development lifecycle, inventory, buyer feedback, sales history and sell through for each collectionDeveloped overall product strategy and pricing based on changing needs of the marketplaceCollaborated and contributed to the creative process as a leader of a creative teamLed a product development team to deliver exceptional results on time and within budgetDeveloped creative programs and design concepts that met business objectivesIdentified and communicated ongoing product opportunities within the marketplace Worked cross-functionally to execute plans from concept to release Wrote and presented cohesive and persuasive rationales for purposed collectionsEstablished and maintained professional relationships with outside vendorsCreated product business plans, and marketing strategy documents that accurately described a business opportunity, key resource requirements and timelines, competitive environment, pricing, positioning, and distributionUnderstood the drivers of the dinnerware market; including trends, competitors, challenges and new product releases that may affect retailer and marginsDesigned and participated in new category research projects such as Heat N' Eat and ZAPOrganized and led quarterly ideation meetings as they pertain to new product development Protected profit margin while developing "practical purchase" productNegotiated licensing agreements with potential licensors, such as Kenneth Cole, Amy Butler, BCRFSuccessful in collaborating with customers internal design and development departments, such as LL Bean and Crate & Barrel

Managed and established new and pre-existing products from conception to launch while maintaining integrity of the PEZ brand.Managed marketing budget, Microsoft Project timelines, development lifecycle, inventory, buyer feedback, sales history and sell through for each assortment within the product lineNegotiated pricing, minimum order quantities and delivery schedules to confirm proper delivery of final product within budgetProtected profit margin while developing value added product with a high ROIReviewed weekly status of licensed product projects with licensees, internal product development and design departments such as Disney Consumer Products and NASCARCommunicated daily with PEZ International, overseas factories, national sales force, brokers, buyers and licensors to insure development, production and distribution of quality productWorked daily with vendors to assure quality productivity and timing of new and existing product developmentNegotiated licensing agreements with potential licensors, such as Major League Baseball, New Line Cinema and Elvis Presley EnterprisesInteracted with distributors, vendors, freight forwarders and manufacturers to insure product is produced, shipped and delivered within deadlineConceptualized and integrated design direction for retail unit, packaging and product mixReviewed inventory, IRI and Spectra data, sales forecasts and production schedules that pertained to my respective projectsGenerated licensor royalty and sales forecasts, cost benefit analysis and product timelinesDeveloped PowerPoint presentations, product composites and fact sheets to support sales and customer service on a regular basisResearched trends in related fields, conducted store checks and analyzed competitionUtilized resources regularly: graphic designers, illustrators, photographers, printers while actively pursuing new suppliers and designers based on high quality and fair pricing

Hired to handle product development for key private label (Casual Male, Charming Shoppes, Hamricks) and uniform (Lord West, Superior, Lion Apparel) accounts for a $45 million product development and sourcing company owned by American and Asian partner. Researched and analyzed new categoriesIdentified potential new sourcing partnersConducted costing analysisWorked with fabric and color houses to determine trends in the market place Managed projects within tight deadlines using time/action calendars to track efficiencies Provided product development direction and details to overseas sourcing officesPrepared PowerPoint presentations, concept and story boards for key account meetingsResponsible for product management of over $8 million in total company volume

Master Of Business Administration (M.B.A.), Business Administration And Management, General

Bachelor Of Science, Fashion Merchandise Management