Kelly Wade Email & Phone Number

Lakeland, FL, US

Lake Wales, FL, US

• Oversee a team of two individuals and manage a $20M budget to optimize team performance and maximize return on investment by strategically allocating resources. Update brand positioning to build a customer-focused.
• Elevated media ROI from 6X in 2020 to 8X in 2023 by leveraging greater efficiency in marketing spend and implementing highly targeted media placements and consumer promotions, driving consumer engagement and brand.
• Maximized a limited advertising budget to reach key consumers by leveraging digital media strategies, attaining a 9% share of media-driven sales within a mature market category.
• Transitioned to a digital-only marketing strategy to leverage 1:1 targetability, boosting impressions by 85% and frequency by 250%.
• Drove brand power for Florida's Natural in the marketplace by devising unique brand strategies and establishing the perception as a meaningful and distinct brand among consumers.

• Led brand management initiatives to increase the company’s presence and performance by directing marketing strategies across multiple channels. Standardized the marketing budget to focus on the most effective channels.
• Formulated comprehensive marketing communications plans valued at $10-$13M in budget to expand brand reach by amplifying media exposure and household penetration, adding 600K new consumers to the brand’s audience.
• Managed agency relationships to optimize campaign development by coordinating integrated campaign briefs, and promoting cohesive and impactful marketing efforts across platforms.
• Supported informed decision-making among the leadership team by presenting structured brand performance metrics and data-driven recommendations, elevating strategic direction.
• Acted as the primary brand ambassador in sales channels to foster product sell-in at key retailers by overseeing in-market activations and conducting in-market performance evaluations, strengthening retailer.

Lake Wales, FL, US

• Identified white space in the consumer refrigerated beverage market to innovate and respond to retailer product requests by managing the entire product lifecycle, excluding SKU discontinuation and diversifying the.
• Pioneered a line of lemonades in 2015, becoming a major growth engine by generating $16M in annual retail sales, expanding the brand’s portfolio, and achieving long-term strategic goals.
• Drafted product development roadmaps guided by consumer research to expand brand distribution, achieving a 25% increase in total points of distribution over two years and enhancing brand presence and market reach.
• Developed key product platforms, including citrus smoothies to penetrate new market segments by analyzing consumer behaviors and market trends, contributing $50M in annual gross revenue.
• Administered a $3M budget to optimize resource allocation across product development stages by ensuring proper management of formulation, sourcing, packaging design, and sales presentations.

• Spearheaded brand research initiatives to understand market segmentation and brand equity by launching segmentation and equity tracker studies, enabling a deeper understanding of the juice segment and consumer.
• Managed a $1M budget as an individual contributor by allocating resources for research and category insights, boosting the brand’s market understanding and strategic decision-making.
• Collaborated with Top 10 account sales teams for category insights to create compelling sales stories and presentations by analyzing point-of-sale data and market trends, augmenting regional distribution and.
• Introduced rigor and structured measurement into marketing data analysis to transform the brand’s approach to market research and enable accurate tracking of brand performance and awareness.
• Conducted innovation research to pinpoint market gaps in refrigerated beverages by analyzing consumer insights, leading to the successful identification of top innovation platforms.

Digital Marketing Certificate, Digital Marketing

Mba, International Trade

Bfa, Film, Television, And Recording Arts