Responsible for leading and providing strategic direction for all marketing efforts for the division. Accountable for all consumer and professional facing initiatives, including; eComm, Consumer insights, Advertising, PR, Digital, Social Media Marketing, and Professional Education Team. Focus efforts around continuing to grow and evolve the number one Professional Hair Tools and Barbering brand, BaBylissPRO.

• Manage marketing for a $4B US Home Appliance business, across 7 categories-B2C and builder (B2B).• Develop marketing strategies, consumer segment, KPI’s and marketing objectives for the HA business.• Work with internal consumer insights team to perform rigorous product concept testing, in order to have consumer-validated benefits, clear points of differentiation and consistent messaging for all brand communications. • Develop new, "never been done before", award winning creative advertising executions with key media partners, including a first-ever cover ad execution on Bon Appetit, full integration program on the Billboard Music Awards and TVC spots featuring Kristen Bell & Dax Shepard (recognized as "Ad of the Week" by the Drum at launch).• Fully manage B2B and B2C ATL marketing budgets exceeding $72M• Successful in navigating a complex organization, with multiple stakeholders, international headquarters and fostering solid relationships with internal working teams (PR, legal, sales, trade marketing, social media, digital, media, finance).• Development of comprehensive marketing campaigns (TV, print, digital, search, CRM, social, PR, events, trade) that have led to significant brand awareness (MPSA and UAT3) increase of +3 points, as well as significantly improved brand attribute scores.• Work with top retail partners to develop integrated co-op plans that include our brand voice and messaging strategy.• Effectively executed integrated partnerships with the Culinary Institute of America, P&G, Live Nation and Conde Nast.

• Spearheaded all marketing initiatives for North American and Latin American markets, through tactical and strategic and high-impact and innovative TV, print and digital media campaigns.• Proactively facilitated two-way communication with consumers, through SNS and mobile platforms to maximize brand development.• Developed and introduced dynamic multi-lingual product packaging, and consumer, sales-driven brand trailers.• Cost-effectively administered multi-million dollar budgets for product launches and closely partnered with internal PR professionals, to craft proper brand messaging and product announcement strategy.• Directed a team of Brand Managers in development and management of category generating $30M+ in gross sales.• Successfully established new B2B outlet for sale and distribution of “DanceDanceRevolution” brand for implementation into schools nationwide, for use in Physical Education programs, to help combat childhood obesity.• Performed competitive intelligence and developed business cases, to precisely translate consumer needs into product requirements. • Collaborated with sales team to maximize sell-in and sell-through of all titles, and played an integral role in developing and executing effective retail marketing programs.