Daniel Liberman Email & Phone Number

Baltimore, Md, Us

Irving, Tx, Us

Abbott Park, Illinois, Us

Identified blue ocean opportunities to create a new OTC self-test category to help in the prevention, diagnostics, and treatment of a range of health conditions while transforming the way people manage their own health. Developed brand architecture and visual design strategy to improve brand recognition, messaging, differentiation, and shelf impact. Led Global cross functional team and delivered Go to Market Strategy to the regions for commercialization readiness.

Launched first West Coast Snip-its—the fastest-growing children's hair salon franchise in the U.S., with 75+ locations in 2008, and continued to directly run the company intermittently during the periods 2008–2011, 2014–2015, and 2019–2020. Developed and executed business and marketing plans and implemented marketing communications plans. Grew Palo Alto franchise to $500M+ in revenues with 15% annual growth and earned #2 position in gross revenues, second only to the corporate salon.

Orchard Park, Ny, Us

Built and led Marketing Communications team to support major brands (Oxy Acne Medication, Softlips lip balm, and Rohto eye drops). Introduced comprehensive omnichannel strategies and developed and executed multi-channel traditional & digital marketing plans that leveraged paid, owned, and earned media. Spearheaded development of consumer segments & target personas, consumer journey maps, content creation through storytelling, and mapped content to consumer intent.

Orchard Park, Ny, Us

Managed Rohto, the #1 global OTC eye drops brand. Drove development of vision, brand architecture, and marketing plans. Championed stage-gate innovation process from consumer insights to commercialization and launched highly incremental Rohto Dry-Aid, Rohto Digi-Eye, and Rohto Beauty to expand into existing Eye Care segments and create new ones. Achieved 2X+ category growth by successfully repositioning Rohto as the first lifestyle brand in the category with a product portfolio that addressed all eye symptoms and needs.

St Louis, Missouri, Us

Promoted to identify growth segments and develop 5-year innovation roadmap. Reported to Innovation Council comprised of functional VPs. Partnered with R&D, brand, supply chain, finance, & agencies to develop business plan to ensure cross-functional alignment. Gained senior leadership support for developing clear vision and charter and accelerated pace of innovation by defining opportunities, developing rapid screening method to turn ideas into projects, and transforming stage-gate process to one of a parallel path.

St Louis, Missouri, Us

Hired to lead innovation for Honey Bunches of Oats brand—a $500MM/year franchise—and quickly transitioned to a senior-level role to revitalize Grape-Nuts brand—a $70MM/year franchise—following a company spinoff. Owned P&L and managed $17MM budget. Reinvigorated Grape-Nuts franchise, increasing revenues by 27% by contemporizing brand, following a 5-year decline. Led base business renovation efforts through nutrition improvement (added protein), and launched novel brand extension to appeal to new segments.

Oakland, Ca, Us

Led brand and cross functional teams and agencies in the development and implementation of strategic marketing plans for the U.S. Hispanic market. Owned operating budget of $25MM and P&L for supported brands (Armor All, Brita, Kingsford, Pine-Sol, Clorox Disinfecting Wipes, and Clorox Bleach). Identified brand investment opportunities through BDI/CDI analysis and uncovered actionable U.S. Hispanic consumer insights that led to a radical shift in how Clorox approached this untapped market across categories. Sparked an increase in gross revenues by 38% by identifying a health and wellness U.S. Hispanic platform (Clorox wipes & bleach and Pine-Sol) and developing/executing an integrated marketing communications plan for the initiative.

Hershey, Pennsylvania, Us

Promoted to deliver strong financial results in the US Hispanic market and the Puerto Rico business. Led cross-functional teams of direct and indirect reports and agencies and owned accountability for P&L while reporting directly to the VP. Introduced an innovative integrated marketing communication plan that captured the Hispanic consumer, leading to new partnerships, new lines of products, 19% sales growth, and dollar market share gains of 1.3 pts. Fueled double-digit growth and reversed a 3-year market decline by transforming the team mindset by championing marketing strategies and plans for untapped Puerto Rico market.

Hershey, Pennsylvania, Us

Led agencies and cross-functional team ($30MM budget) in marketing efforts for Hershey’s Kisses’ $350MM/year domestic business. Oversaw the development and launch of the first addition to the Kisses franchise—Rich Dark Kisses—in 20 years, contributing 20% in incremental sales and opening the door to new product development in the Kisses portfolio. Led strategy, development, and introduction of a limited-edition line of products that delivered $17MM in incremental revenue and a 25% increase in consumers to the Kisses franchise.

Minneapolis, Minnesota, Us

Hired as an Associate Marketing Manager for Green Giant Create a Meal, Pasta Accents, and Complete Skillet Meal. Delivered 11% profit growth by developing price sensitivity analyses and implementing price increase for Pasta Accents product line.Transitioned to Associate Marketing Manager of Hungry Jack biscuits, following a transition and high-priority rebranding project with Pillsbury. Led consumer research, positioning studies, and rebrand of Hungry Jack biscuits to Pillsbury Golden Layers.

Digital Marketing Strategies - Data, Automation, Ai & Analytics, Digital Communication And Media/Multimedia

Mba, Marketing And Management

Bba, Marketing And Management