Larry Cooper Email & Phone Number

I help CPG brands generate consumer demand by developing insight-driven, consumer-centric brand strategies.I develop effective brand strategies to provide a roadmap for impactful brand-building and marketing initiatives to drive business growth. I bring a wide range of experiences and best practices to scale emerging brands and elevate established brands.Brand Strategy Services offered (see more detail in attached Bio below)Craft Ownable Brand Positioning | Consumer Target Definition | Identify Insights through Research/Data Analysis | Category/Brand Situation Assessment | Brand Marketing Plans

Cromwell, Connecticut, Us

Managed the #1 selling U.S. probiotic brand with sales of $261M; achieved +4.6% growth vs. +1.9% category increase (’23 vs. ’22) while managing $1.8M global marketing budget.► Led cross-functional team to develop Global Brand Marketing Plans including developing Brand Purpose / Positioning, identifying core Consumer Target profile and setting key Brand Strategies.► Directed brand-building advertising and activation campaign from agency briefing through creative development…scheduled to go live in April 2024. Concept purchase Interest in quant research achieved 65%, far surpassing 45% benchmark.► Developed Consumer Shopper Journey leveraging qual & quant data combined with crafting Communication Strategy to enhance brand messaging / creative content across activation touch-points.► Developed business case to invest in Women’s segment - led development of the ‘Women are Built Different’ campaign which contributed to driving +50.2% growth (’23 vs. ’22) and won an Award of Distinction from the 2023 Communicator Awards.

Wilton, Ct, Us

Led brand management to scale the $66M Canadian market by directing brand & business-building initiatives.DELIVERED RESULTS:► Boosted revenue +$23M by co-leading grocery and mass channel expansion by delivering product strategy, brand communication & paid media plans...all propelling Blue Buffalo to become the fastest-growing pet food brand.► Delivered incremental +$6M by developing business case to reposition brand portfolio and introduce new products. Led to a fast-tracked U.S. roll-out...the first time the U.S. adopted a market level launch.► Launched pet cancer cause marketing campaign, raising $100K in Y1, and achieving +35% sales growth vs. prior year with retail partner.

Wilton, Ct, Us

Brought onto leadership team during the startup phase to lead brand marketing for international expansion markets; plus enter veterinary market channel.DELIVERED RESULTS:► Achieved +$22.2M incremental international sales revenue including boosting sales from $14.9M in 2018 to $22.2M in 2020 by developing brand strategies and marketing initiatives for markets including Mexico and Japan.► Developed comprehensive brand launch plans in partnership with countries to localize communication, media plans, activation programs, websites & social media.► Instituted annual brand tracker research to identify country insights and measure brand awareness growth (to 25% in Japan and 47% in Mexico) by Y3. ► Generated +$10M in incremental sales revenue by developing brand strategy and B2B marketing programs to launch the BLUE Natural Veterinary Diet.

Paris, Issy-Les-Moulineaux, Fr

Appointed to expand first-ever Nestlé premium bottled water brand and created best-in-class launch plan.DELIVERED RESULTS:► Catapulted from $1M test market to deliver $20M+ incremental revenue and reached the #4 premium water brand by Y2. ► Achieved 1.2B impressions (+84% over target) by directing a multi-agency team to produce extraordinary experiential marketing campaign / event attracting 100+ media reps. ► Transitioned bottle to 100% recyclable plastic to drive sustainability point of difference.

Paris, Issy-Les-Moulineaux, Fr

Promoted to lead a brand transformation and expansion for $500M portfolio. Led 3-person team and $25M budget. DELIVERED RESULTS:► Doubled revenue to $1Billion, elevating brand from #4 to the #1 bottled water, surpassing Aquafina and Dasani.► Doubled brand awareness to 67% by establishing brand strategy including consumer target and brand positioning while developing the first fully-integrated advertising campaigns and activation programs.► Expanded U.S. availability from 38% to 80% by crafting a persuasive brand selling story for sales & customer presentations.

Paris, Issy-Les-Moulineaux, Fr

Led brand marketing for $2.5B six-brand portfolio including Poland Spring. Led 4-person team and a $40M budget. DELIVERED RESULTS:► Grew sales of new Sports bottle by 22% and the Eco-Shape one-half liter bottle by 17% by leading relaunches including breakthrough advertising campaigns and packaging redesigns across all six brands.

Norwalk, Connecticut, Us

Diversified into healthy breakfast by introducing whole grain products which delivered incremental $21MM+ sales revenue

Maisons-Laffitte, Yvelines, Fr

Provided client service and negotiated & activated $20MM FedEx sponsorship partnerships by developing compelling brand & business-building initiatives.

- Product Manager - Confectionery Division - Selected as one of 12 participants worldwide for the Advanced Management Development Program.- Associate Brand Manager, Schweppes- Assistant Field Marketing Manager, Beverages

Master Of Business Administration (Mba), Marketing

Certificate In Digital Marketing: Customer Engagement, Social Media, Planning & Analytics

Bachelor Of Business Administration - Bba, Management/Marketing