Kimberly Hoey Email & Phone Number

Newton, MA, US

People crave connection – we are wired for it; it is in our DNA. But people want to connect with other people, not companies. How do you develop your brand to be one that feels more like a person than corporation? At Hummingbird Brand Advisors, our specialty is brand development – brand foundation, architecture, and positioning – and then connecting the.

• Recruited to join Leadership Team, reporting to President, to lead marketing & e-commerce in a newly created subsidiary of Descente Ltd., a premium sportswear/athleisure brand based in Japan, as a part of the corporate.
• Oversaw the design, development & successful on-time deployment of the e-commerce website which launched Sept 2018.
• Led strategy and execution for all marketing and e-commerce demand generation & acquisition activity resulting in monthly dollar sales growth of 583% from month 1 to the strongest month of the launch year (32% monthly.
• Initiated and led two innovative partnerships in NYC, a priority city, resulting in incremental 52% seasonal sales revenue and brand cachet.
• Designed and implemented cross-functional new product stage-gate process that improved communication with HQ & between departments, as well as awareness and understanding of seasonal goals. Pioneered all mktg/e-comm.
• Change in leadership in Japan resulted in the closing of all western world offices, including the US in late 2019.

Peachtree Corners, Georgia, US

• Promoted to ELT, reporting to President & CEO, in newly created role leading Mizuno master brand strategy and planning. Led, developed and coached a team of 7 direct/12 indirect reports across a diverse range of.
• Played key role in development of 2017 strategic business plan that resulted in 86% bottom-line improvement in 9 months
• Led team that implemented new processes to improve forecasting and cross-functional collaboration in monthly planning to enable data-based, consumer-centric strategies/tactics.
• Led 1st ever National Brand Meeting bringing together the field sales and mktg reps across all sports to reinforce new brand-first approach and strategic, cultural & marketing initiatives. Post event survey indicated.
• Drove further adoption of new PLM process and tool with business teams to enable consistency in product detail documentation, calendarization and ELT stage gate approval process.Brand Strategy Development &.
• Led development of master brand communications platform, informed by consumer research and aligned with brand strategy, that serves as the foundation for all US business decisions.

Peachtree Corners, Georgia, US

• Recruited to oversee & build team for divisional marketing planning and activation including: strategy, creative development with AOR, paid media, social media and influencer marketing, eComm and digital marketing, PR.
• Built team from scratch, personally hiring, training & coaching team cited internally as an example of highly engaged individuals with strong collaboration, as we designed & executed integrated marketing & business.
• Led 1st ever fully integrated Mizuno USA brand campaign launch in 2014. Campaign continues to be cited as best in class. Helped hold sales roughly flat to PY, despite significant product challenges with two highest.
• Implemented “Own Atlanta” strategy via multi-year holistic partnership agreement with Atlanta Track Club, 2nd largest in the US, resulting in significant increases in consideration (400 index), trial (260) & market.
• Initiated innovative partnership with a digital marketing platform that resulted in 400% increase in engaged retailers sharing Mizuno-created brand content. Pioneered partnership in 2013; by 2017, 5 major running.

Chicago, Illinois, US

• Led overall growth strategy and P&L for US Orbit Gum business (largest gum brand). Led general market and Hispanic strategies and initiatives, including alignment to global brand strategy and direction.
• Delivered strongest 2012 brand level gross sales within Wrigley gum portfolio, despite declining category trends, improving brand GSV trend vs. YA by +8.4 points vs. prior year. Led multi-million dollar A&P spending.
• Led development of 2013 Orbit growth strategies and P&L plan, aligned with global brand priorities and stakeholders and U.S. OGSM. Propagated plans throughout organization to drive clarity on brand priorities and to.
• Authored 2014 Gum portfolio strategies in absence of Sr. Category Director; 2014 brand plans in development at departure.
• Honored with Mars Marketing Heroes award for best multicultural campaign & business results out of all Mars divisions.
• Key player in driving strong team engagement scores-highest in U.S. business-for gum marketing team, per Gallup survey.

Chicago, Illinois, US

• Reported to GM/VP of billion dollar plus Gum & Mints Category in this unique role. Led special projects, planning & cross-brand initiatives.
• Led development of 5-year strategic business plan for U.S. Gum/Mint Business segment aligned with overall corporate vision for growth. Key growth levers included mental availability, physical availability, innovation.
• Authored 2012 gum strategy on behalf of VP Gum & Mints and rolled-out to U.S. commercial organization via 2 day off-site meeting to enroll all associates in vision for future and inspire engagement & ownership.

Chicago, Illinois, US

• Led 3 year innovation strategy, new product pipeline and project leadership across all Freshening gums and mints. Worked in close collaboration with base team Brand Managers, Consumer Insights, R&D, Supply Chain &.
• Led development of new Freshening gum brand, including qualified concept with forecasted volume 1.6x goal, “Brand Compass” & marketing strategy, and packaging & product proposition that delivered margin accretion by 5.
• Received “Marketing Excellence” award for Innovation & recognition from VP for leadership.
• Developed and executed 3 year innovation strategy and pipeline for Eclipse & Altoids, aligned with Sr. Brand Directors.

Chicago, Illinois, US

One of two ABMs on the Altoids Brand Team, leading all brand analysis, project management and marketing execution.

Cincinnati, Ohio, US

Mba, Marketing, Management & Strategy

Certificate, Digital Marketing Strategies: Data, Automation, Ai & Analytics

Ba, Economics