James Lamb Email & Phone Number

Cincinnati, Oh

Responsible for developing and executing the communication strategy for 5+ automotive brands.

Erlanger, Ky

Responsible for delivering P&L, brand positioning, marketing and innovation pipeline for U.S. candy brand representing annual retail sales of over $275M. Leader of team of 5.Brand Director, Airheads- November 20 - September 2021▪ Met or exceeded annual plan each year with growth over 10x the category to be one of the fastest growing brands in the confection category and the third largest brand in global company portfolio.▪ Led development and evolution of the brand positioning across all touch points that resulted in strong performing copy, new packaging, brand health score gains with our target.▪ Led development & execution of multiple new product innovations in both existing and new segments that have been highly incremental, have helped “up age” our brand, and led to household penetration gains of over 40%. ▪ Developed and aligned the companies’ first Brand Innovation Priority Strategy, which was used to for resource and advertising allocation.▪ Leader of the annual All Company Meeting which sets the priorities for the year for the entire company (2019-2020)

Erlanger, Ky

▪ Led the creation of the strategy and campaign for the first ever Airheads Masterbrand communication platform that was qualified through copy testing at both the concept and final copy phases.▪ Leader of the Seasonal business that has grown 44% in sales in the last 12 months and identified 11 new Seasonal items to be launched in the next 12 months.▪ Collaborated with Sales to develop and execute a key annual program with 7-Eleven that lead to the largest display order in PVM and 7-Eleven history while adding in new partnerships with the retailer’s private label brand. ▪ Launched the brand into a new segment with Airheads Gum which met both distribution and sales goals in the first 12 months. ▪ Developed the business case that led to the approval of the capital investment that will give PVM the capabilities to enter the Snack Size business. ▪ Manage and lead the day to day Bars, Bites, and Gum business. This includes the multi-functional team, demand and S&OP process.

Brand Manager, Mentos Gum, January 2012– December 2017▪ Doubled the business from $55M to $140M during my tenure with the Mentos Gum brand.▪ Overdelivered budget in each of the 7 years managing the USA gum business.▪ Created the Innovation Pipeline that lead to the introduction of Mentos Gum Pure Fresh Fruit and Velcro wallet, along with other flavor extensions.▪ Led the annual business review and marketing plan process which includes creating and gaining Leadership alignment of the brand’s overall strategies, priorities, budget, and communication plan for the year.▪ Initiated and created a new lifestyle gum aimed at the active gum chewer. ▪ Re-branded Brooklyn gum to take advantage of the momentum being created with the reinvention of Brooklyn, NY. Partnered with a local agency to develop a brand that resonated with Brooklynites and the rest of the US market.▪ Managed the relationship between the US Brand team and Group leadership in order to gain alignment on NPD and Communication for Mentos Pure Fresh Gum. Associate Brand Manager, Mentos Gum, March 2010– January 2012▪ Ideated, developed, designed and launched the single largest product introduction in PVM USA history with UP2U, reaching $+30M in sales in the first year. This includes the creation of the brand promise and launch campaign.▪ Identified and recommended a packaging change for the Mentos Gum big bottle business that lead to the transition from the pill bottle to today’s Curvy Bottle. In year 1 we saw a 20% increase in ROS and strong distribution growth. ▪ Developed and co-moderated consumer research that created the first ever consumer target profile for the Mentos Gum user in the US. ▪ Lead the creation of digital and print advertising to run in the US in the absence of qualified global copy.

Brand Leader, Always ▪ Primary strategic design consultant for Always brand, presenting design options and rationale to multifunctional client teams.▪ Collaborated with creative team to maintain and grow brand core equities through the writing and evaluation of concepts, copy and claims.▪ Led development of cross category initiatives aimed to bring incremental growth to the P&G Femcare portfolio.▪ Worked with team to manage fiscal year design budgets, including project estimation and weekly budget management.▪ Partnered with different media agencies to ensure holistic consumer communication across all touchpoints.▪ Developed strong relationships with regional and global clients to deliver packaging for super premium design initiatives in both developed and developing markets.▪ Mentored Project Coordinators to promote professional growth and knowledge of the brand building process and strategic thinking.▪ Ensured accuracy and timeliness of designs by working against project objectives.▪ Led the strategic direction of regional brand packaging restages.

•Developed unique brand strategies to ensure long term connections with consumers (brand positioning, brand architecture, brand identity, overall brand strategy, consumer target, and storytelling)•Turned consumer insights into action through qualitative research focused on understanding consumer perception and unmet needs•Inspired and set strategic direction for creative design bringing the brand strategy to life•Developed and led multifunctional strategic workshops by supplying ideas and enabling others to use their creativity in order to set the foundational strategies to be used for brands moving forward•Led the direction for brand restages and new brand launches•Created brand and design architecture to assist in the growth of brands•Created brand identity platforms to be used by all agencies in order to ensure consistent execution of brand •Evaluated package design through data and inspiration to create strategic solutions •Monitored consumer trends and developed recommendations for brands to leverage in future initiatives•Conducted and analyzed global audits in order to develop promotional principles for regional marketing teams•Brands: Orbit, Altoids, Extra, Five, Lifesavers, Juicy Fruit, Eclipse, Head & Shoulders, Olay, Old Spice, Ivory, Asacol, Under Armour, Craftsman, Hunter Fan, Kroger

•Developed unique brand strategies to ensure long term connections with consumers (brand positioning, brand architecture, brand identity, overall brand strategy, consumer target, and storytelling)•Turned consumer insights into action through qualitative research focused on understanding consumer perception and unmet needs•Inspired and set strategic direction for creative design bringing the brand strategy to life•Developed and led multifunctional strategic workshops by supplying ideas and enabling others to use their creativity in order to set the foundational strategies to be used for brands moving forward•Led the direction for brand restages and new brand launches•Created brand and design architecture to assist in the growth of brands•Created brand identity platforms to be used by all agencies in order to ensure consistent execution of brand •Evaluated package design through data and inspiration to create strategic solutions •Monitored consumer trends and developed recommendations for brands to leverage in future initiatives•Conducted and analyzed global audits in order to develop promotional principles for regional marketing teams•Brands: Pantene & Herbal Essences

Led campaigns & projects for clients by working closely and collaborating with Creative & MediaDeveloped workable budgets, strategically-relevant input documents and realistic timelinesReviewed, analyzed and evaluated creative concepts, media plans and research project relative to client's needs and objectivesMonitored budgets and production activitiesResponsible for local and national new business development Clients: The Coca-Cola Company, Xavier University, UBuild It, Regional Ozone Coalition, Kroger (Cincinnati and Delta K.M.A)

Developed new business to business accountsTrained end usersManaged revenue and customer turnoverClear Channel Communications

Focused on generating new business Developed annual business plan to reach team/personal goalsWrote creative radio copy and created effective promotions