Karissa M. Email & Phone Number

Melbourne, VIC, AU

Byron Bay, Australia

Conceptualised in 2018 and launched in 2019, OPTY.NC is a privately-owned Australian brand developed with the sole purpose to empower people to feel and look their best. OPTY offers a collection of ingestible wellness products revolutionising the skincare industry with our gut first, personalised approach for complete skin health. We offer quality products.

Melbourne, Australia

Melbourne, Australia

• Founded in 2003, Vitality Brands is a privately owned Australian company dedicated to developing wellness products that influence lives in a positive way. This role is responsible for the oversight of all food brands.
• Executive leadership role, focused on elevating and strengthening marketing execution across the portfolio, evaluating strategic positioning in order to develop a forward plan for growth;
• Redefined brand positioning and marketing strategy for 5 brands, leading a series of projects spanning discovery, trend analysis and GTM roadmaps to realise business owner concepts;
• Maximise value return from an advertising & consumer promotion budget, thinking creatively and working collaboratively across the business to develop considered, targeted marketing initiatives;
• Manage a team of 13 spanning marketing, design, training & education, communications & PR, structuring roles and recruiting talent to create an aligned and harmonious function;
• Forge influential working relationships with partners and industry bodies such as the Cancer Council, securing investment for brand campaigns meeting shared objectives;

Melbourne, Aust & NY, USA

• During this period, I undertook a number of marketing, brand strategy and business development consultancy roles with major brands across Australian and International markets. Key projects and achievements included:
• Marketing Director for KOKO Black (2013-2014), collaborating with creative peers to relaunch ‘look and feel’ across all stores while also launching 7 new retail spaces in an 18-month period;
• Collaborated with Social Marshal (2012-2013) to launch the business in the Australian market, signing brands including Hoyts, API, The Retail Zoo, Endota Day Spas, and 7-Eleven;
• Supported growth of UK-based Yoshki (2012), diversifying their value proposition by identifying relevant applications of their core IP protection product across new markets;
• Developed a strategy for the launch of Bloom in Australia (2011), creating targeted plans for multiple brands to appeal to differing consumer groups across a variety of retail channels.

Melbourne, Australia

• Appointed to provide strategic marketing direction to the executive leadership team, I focused on the development and execution of marketing, PR/communications and digital strategies to boost competitive position and.
• Delivered Boost’s most profitable product campaign realising a 25% sales increase, building a partnership with major Australian retailer, Myer;
• Built a high performing and engaged marketing team, recognised through receipt of the ‘Employee of the Year, Courage’ award for delivering results in a challenging business environment;
• Launched the inaugural 360-digital communications strategy significantly under budget, developing social media and digital marketing platforms that are still in use today.

Melbourne, Australia

• Appointed to reinvigorate the performance of Mattel’s ‘Girl’ brands in the ANZ market, I led the development and execution of marketing plans and pricing strategies, diversifying distribution channels to improve sales.
• Leading a successful team, we increased Barbie’s market share and returned the brand to the #1 position, executed a successful 50th Year campaign recognised by USA head office as a best practice example;
• Elevated the capabilities of the ‘Girls’ team and launched a suite of new sales and business analysis tools to support continued performance.

New York, USA

• Promoted within Estée Lauder to lead the MAC Travel Retail (TR) brand across EMEA, the US and APAC, my objective was to create and execute an aligned marketing strategy for TR while building the capabilities of an.
• Exceeded 2007 plan by 15% as a result of strategic re-positioning and improved marketing execution;
• Negotiated primary and secondary animations in all DFS (partner) doors to replicate MAC’s DNA in-store;
• Increased sales and reduced costs by making product launches more efficient, defining new responsibilities and timelines in partnership with key MAC brand stakeholders.

New York, USA

• Joining Estée Lauder’s Clinique brand in the Travel Retail channel as Regional Marketing Manager, EMEA, I led product launch, pricing and in-store merchandising. In 2003, I relocated to the New York Global Head Office.
• Secured executive approval for a new strategic brand position, including renovation of set packaging, promotional strategy and pricing guidelines;
• Delivered a 20% increase in sales through the successful launch of new Clinique campaigns across EMEA;
• Gained accountability for the Stila Cosmetics brand in 2001, creating and reinforcing brand personality to deliver a profitable launch into the EMEA market.

Melbourne, Australia

• Initially appointed as Areas Sales Manager for QLD, I worked with the Australian subsidiary of +€25BN L’Oréal S.A. in a series of brand management roles, culminating as Senior Brand Manager for Maybelline in 1999.
• Contributed to Maybelline’s improved market share, taking the ranking from #10 to #1 in Australia in just 2 years.

Bachelor Of Business, Marketing & Advertising, Honors Graduate

Master Coach, Meta Coach, Nlp & Ns Practitioner

Strategic Think Symposium (Leadership), Estée Lauder Companies

Vassar College Leadership Program, Estée Lauder Companies