Heidi Block Email & Phone Number

Surf City, NJ

• Created a premium brand for pickleball, offering content, apparel, equipment and accessories sold online and at pickleball venues
• Source sustainable fabrics to develop custom, American-made, men's and women's apparel for the recreational player

New York, New York, United States

• Built a marketing strategy that successfully launched a new natural upper respiratory OTC brand into traditional and digital retail channels, including CVS, Walgreens, Target, Amazon and Shopify, growing the business.
• Grew market share with primary scientific data to support breakthrough claims challenging category norms
• Managed internal and external marketing resources and budget to profitably achieve business objectives
• Leveraged award-winning brand packaging, creative content, social channels and media outreach tactics to communicate disruptive messaging across all touch points in the consumer journey
• Used guerilla tactics to help brand communications efficiently break through against much larger, established competitors, i.e., digital retail media, micro influencers, healthcare professionals

New York, New York

• Defined and built out the Marketing organization and operations to a team of seven with a $35M budget
• Scaled the consumer health products business (OTC and Supplements) from flat sales performance to 3X category averages to reach $100MM in retail sales in under two years through breakthrough innovation and a complete.
• Managed brokered sales force to develop strategies and trade plans for key retail customers; instrumental in successful sell-in of new innovations through industry trade shows and one-on-one buyer meetings, effectively.
• Implemented the company’s first Amazon/DTC sales channels, growing Amazon into the #3 customer in Year One
• Partnered with global team to define global/local strategies, ensuring brand consistency across markets and with President to set the strategic vision and mission for Avrio and to identify and develop new partnerships.

Princeton, NJ

• Developed and pitched new business presentations
• Led project teams and managed ongoing client relationships
• Crafted category leadership strategies for key retail customers
• Managed commercialization of RX-to-OTC switch candidate in Women's Health

Whippany, NJ

• ALKA-SELTZER: Developed an innovation strategy and multi-year new product pipeline which transformed this $47MM stagnant GI brand into an $85MM category growth driver
• RID LICE: Accelerated $45MM brand from 1% to double-digit growth
• ALKA-SELTZER PLUS: Created a new positioning architecture to restage and rename 20-sku cold and flu product line
• Scaled several $5-$10MM brands on a shoestring budget
• Partnered with global and local innovation teams

Morris Plains & Skillman, NJ

• NEOSPORIN: Created a digital communication strategy and professional marketing plan for a new $20MM line extension
• BENGAY: Led the development of a pipeline of new products from concept validation through launch, including a new technology
• VISINE: Identified category white space and leveraged existing organizational technology to introduce a new $6MM product idea which grew the Eye Care category; drove a new package design strategy and implementation.

Parsippany, NJ

• Repositioned nonperforming analgesic brand
• Worked with cross-functional teams to build an aggressive pipeline of new analgesic products
• Developed new product concepts to test with consumers

Morris Plains, NJ

• Repositioned nonperforming analgesic brand to combat private label threat
• Researched, compiled and delivered competitive assessment presentations to senior management for Rogaine™ and Neosporin® franchises, helping to optimize brand strategy
• Coordinated the development and implementation of an Integrated Marketing Communications process for Pfizer’s Consumer Healthcare division
• Led cross-functional teams through the conceptualization and development of line extensions for multiple leading brands
• Developed a variety of financial models and analytical reports to track and project brand performance
• Managed the development, testing and implementation of package redesigns for several franchises

Morris Plains, New Jersey, United States

• Developed and executed launch plans for new Ludens® products by identifying and managing key milestones
• Created monthly sales and production forecasts, using competitive product launch scenarios
• Managed Trade Marketing and Sales teams to develop trade displays and new product launch materials
• Wrote multiple proposals for the development of additional Ludens® pipeline products

Master Of Business Administration (M.B.A.), Marketing

Bs/Ba, Business Admin, French