Lissa Renee Lewis, Mba Email & Phone Number

Texas, United States

Zug, Ch

Develop and execute new product launch and go-to-market strategies for Face Care Segment. Manage cross-functional and multi-disciplinary teams to execute product innovation and commercial campaigns that impact all consumer and Health Care Professional (HCP) touchpoints.

St. Louis, Mo, Us

I was promoted to Senior Brand Manager to build on the Advanced Strategic Planning work I accomplished in my previous role for the Walmart account, with the goal of applying strategic principles across all retail accounts. I led strategic development, execution, and reporting for all Omni Shopper Marketing programs and conceived activations with key retail partners including Walmart, Amazon, Chewy, Instacart, PetSmart, and Dollar General. I served as liaison between Brand, Sales, Shopper Insights, Trade Marketing, e-Commerce, and Retailer Marketing teams. I led a team of 6 direct reports. 𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ I drove a 6% increase in sales, 12% increase in units, and 27% gain in new customers through the development and implementation of a 360 Omni Channel marketing campaign for Beggin Dog Treats. ✓ I bolstered partnerships with independent retailers through the creation of a Regional Grocery and Independent Retailer Toolkit, providing branded marketing and promotional material and support to retail accounts with limited budgets with a 90% adoption rate amongst our independent partners.✓ I gained 32% new customers for Purina ONE and exceeded sales goals for Fancy Feast, Friskies and Purina ONE through collaboration with the Petco Marketing team on a holistic, co-branded relaunch of Purina brands in Petco stores after 5 years without placement, working directly with Petco CMO from initial briefing to launch.✓ I increased sales of Pro Plan Sport at TSC by leading a cross-functional team to concept, plan, and execute a fully integrated omni channel marketing campaign including co-branded TV spot, in-store signage, new promotions, and digital media initiatives, capitalizing on the product recall of a major competitor and maintaining a 24% sales increase even after the recalled brand re-entered distribution

St. Louis, Mo, Us

I was tapped for a Brand Manager – Brand Strategy & Innovation role to drive new product development for the $250M Beggin Dog Treats brand, which had gone without successful new item innovation for ~5 years. I led NPD process from insight ideation to product delivery, creating brand strategy to guide innovation including Advanced Strategic Planning for entire Walmart Treats portfolio. I had P&L ownership for each new item innovation while also managing brand R&D budget.𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ Oversaw launch of Beggin Pizza which was the first new item innovation on the brand in 5 years with more than $14MM expected in sales in Year 1.✓ I achieved $5M in sales with a 60% margin in the first year of a Beggin Brand new item launch, leading a cross-functional team from an ideation stage rooted in customer insights to develop a customer-focused product ranked in 1st or 2nd retailer sales quadrant.✓ I managed the successful wind-down and discontinuation of $10M “Pioneer Woman Dog Treats” brand by overseeing the Ree Drummond celebrity partnership and ensuring minimal inventory write-offs at time of discontinuation.✓ I developed an annual process for Advanced Strategic Planning with Walmart, creating a platform for the brand and retailer to collaborate in the drive towards category growth which would be deployed across multiple brands the following year. ✓ I generated $2.9M in sales at Walmart with seasonal Battle of the Beggin Campaign, which allowed the brand the opportunity to test new products and customers the chance to select new product flavors. I led a cross-functional team from ideation to launch, resulting in 35% more customers and 103 bps share growth.✓ Turned around declining eComm sales with packaging restage and SIOC pack launch that helped the brand return to positive sales growth +27% vs YA.

St. Louis, Mo, Us

I was promoted to Brand Manager supporting Brand Activation: Partnerships, Events & Sports Marketing initiatives that were designed to advance Purina Masterbrand outreach efforts and partnerships including sports marketing, influencers, brand events, PR, and social media. I built the case for this role and for a dedicated team to vet partnership opportunities based on previous efforts with partners in Brand Equity role. I managed an $18M budget and TV show sponsorship contracts with NBC Sports.𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ I achieved a 28% increase in incremental sales through creation of the Purple Leash Project from the ground up, securing buy-in and leading a cross-functional team to develop and execute National Pet Month Campaign resulting in $9M total sales, 60K merchandise vehicles, and distribution in 200K stores including Walmart, Target, Dollar General, and Kroger. ✓ I generated 86M impressions and 1,161 placements for the Purple Leash Project through PR Campaign in collaboration with BCW Agency and our celebrity spokesperson Tamron Hall, while also earning above average ratings in terms of “ad recall” (52%), “any action taken” (38%), “net reference action” (20%), and “net impact action” (22%).✓ I led a cross-functional team in the development and execution of a 360 marketing campaign to support the Beverly Hills Dog Show presented by Purina, resulting in a 79% increase in viewers over the yearly average, and a brand lift of 2.7 pts in “ad recall” and 1.9 pts in “action intent,” as well as a 500% increase in overall engagement from previous year. ✓ I produced the highest ROI of any dog show property by 2X with the highest-ever ratings for the National Dog Show, serving as strategic lead for our partnership with NBC Sports and owning both paid media strategy (TV, social, digital, CRM, PR, radio, and print) and influencer strategy, partnering with Brain Baumgartner, Jocko Sims, and Maria Menounous, among others.

St. Louis, Mo, Us

I was promoted to Assistant Brand Manager – Brand Equity Communications to build brand equity through large-scale campaigns in response to recent product recalls. I led crisis communications efforts and grew Purina’s reputation score to the highest in history through investment in emerging platforms such as gaming. I managed a $10M media budget and $5M budget for Purina Expertise Program.𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ I optimized a stagnant marketing campaign through shifts in targeting, investment, and creative strategies, achieving a 10 pts lift in “ad recall,” 6.1 pts lift in “message agreement,” and 5.7 pts lift in “purchase intent.”✓ I assisted in developing and launching Purina’s first-ever global campaign, rolling out a full rebrand through 2 TV commercials, 4 print ads, 3 radio ads, 6 digital ads, and 4 social media ads. ✓ I drove Purina’s vet recommended score from 78.1 to 84.6 through the Expertise Program, partnering with HCPs (nutritionists, behaviorists, and veterinarians) to launch the Expertise Hub, providing educational content to meet consumer needs.

St. Louis, Mo, Us

I was hired as Associate Brand Manager – Specialty Brands to lead brand communications and promotions and develop and test product innovations, for Nobel Adventures Pet Innovations, LLC, brands, Purina’s incubator for testing emerging technologies and capabilities to explore the future of pet food.𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ I supported development of the go-to-market strategy for Muse Creatables, a first-of-its kind product allowing consumers to build their own pet food, by leading shopper, promotion, and e-content strategy for the product launch, first at Petco, then later at Amazon, Chewy, and pet specialty stores nationwide.✓ I generated ~$700K in sales and secured 1K+ subscribers in one year by developing and launching Purina Muse Creatables subscription box, solving for the product’s poor profitability in ecommerce spaces by leveraging consumer insights to offer consumers additional agency and educational information along with their purchase.✓ I enabled the transition from a “branded house” to “house of brands” ecommerce strategy, consolidating numerous websites for various Purina brands under the umbrella of a single website, purina.com, by leading the migration of the Muse brand as test, prior to the full roll-out of the migration for larger brands, ultimately saving millions and increasing site traffic.

Delft, Zuid-Holland, Nl

I was hired as Local Retail Marketing Specialist to establish brand presence in new St. Louis market including serving as lead on all marketing initiatives for grand opening of new store. I drove omni channel growth and brand positioning, execution of market analysis, and development of marketing plan. I served on the US Expansion marketing and project team, contributing to openings of 3 new stores (St. Louis, Las Vegas & Memphis). I recruited and managed a 6-member team responsible for the execution of the 360 campaign to launch IKEA in St. Louis market. I managed budgets for grand opening, local marketing, IKEA Family Program, and Community Giving budget for St. Louis store. 𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ I generated ~$1M in sales and attracted 15K+ customers on opening day of the St. Louis store, leading all aspects of the grand opening marketing and communications plan to drive new customers and grow local presence. ✓ I grew our membership database to 1M+ in 2 years through management of IKEA Family Customer Loyalty program, developing strategy and implementing family promotions including unique events for members. ✓ I helped the store achieve $90M in annual sales by year 2 of launch through local marketing plan which included a local catalog drop leading to 38% increase in sales vs Year 1 and an anniversary marketing campaign leading to 9K visitors in 1 weekend. ✓ I served as brand spokesperson, making more than five on-air appearances on local news and talk shows in the market.

St. Louis, Missouri, Us

Recruited into role to oversee comprehensive marketing programs for three key platforms: new store strategy, local marketing and cause marketing. Charged with generating brand awareness and positioning Famous Footwear successfully within new and existing markets, retaining existing customers and moving them to profitable locations, managing non-traditional field marketing programs that drive new customer acquisition and managing in-store, online and corporate fundraising strategies nationwide for our cause marketing efforts.𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ Revamped stagnated grassroots local marketing program through refreshed campaign working to generate $7.5MM in sales in which was +50% vs the prior year.✓ Managed grand opening marketing campaigns for 15 new stores that opened during my tenure including traveling to oversee Famous Footwear Grand Opening of its first store in Hawaii which had the best results ever with over $20,000 in sales for the grand opening event.✓ Planned and executed a successful March of Dimes Retailer campaign for Famous Footwear stores across the country working with the field to raise over $483,000 through leading the in-store and digital campaign communications, leading local event strategy and leading consumer campaign communications. ✓ Partnered with the Dr. Scholl’s brand team on the development and launch of the official March of Dimes shoe which was debuted during the campaign period. For every shoe sold, $5 went towards the March of Dimes mission up to $75,000. Nearly 15K shoes were sold during the campaign achieving our goal of donating a max of $75,000.

St. Louis, Mo, Us

Tapped to move into a newly created role that would focus solely on product partner management to help manage and grow a product partner account and help the division reach its annual goal for retirement plan sales.𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ Planned and executed a firm-wide promo with industry leading product partner John Hancock which resulted in $3M in sales for the partner at the conclusion of the event. ✓ Managed relationship with product partner Hartford working to develop and execute joint business strategies and wholesaler effectiveness that helped to drive $500M in retirement sales which was 102% of the annualized goal and a 5% increase in sales vs YA.

St. Louis, Mo, Us

After successful completion of the Rotational Leadership Development Program, I was promoted to a Solutions Specialist I role, where I provided training and business development ideas to help assist our brand teams with building deeper client relationships.𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ I developed a tracker to track and measure our teams educational events helping the team to be able to optimize training sessions and improve recommendation rate by 27%.✓ Developed a promotional plan that led to an increase in educational event attendance by 54% by targeting advisors for relevant events.✓ Directed retirement plan marketing training and communications to 13,000 financial advisors and clients via intranet promotions, web conferences and presentations.

St. Louis, Mo, Us

Selected for competitive 12-month rotational leadership development program within the Product Marketing & Product Management track, that develops recent college graduates into top business leaders in the financial services industry. 𝗦𝗲𝗹𝗲𝗰𝘁 𝗥𝗲𝘀𝘂𝗹𝘁𝘀:✓ Rotated through four different product marketing areas leading projects in, Insurance Marketing, Retirement Marketing, Client Strategy and Branch Marketing. ✓ Completed Series 7 and Series 66 FINRA Licensing Exams.✓ Completed firm Competitive Strategies and Know your Customer Courses.

Middleton, Wi, Us

Tapped by a recruiter to move into this seasonal role during the busy Spring Season for the Home & Garden Division to help to support the marketing and field sales teams with a variety of administrative and recruitment functions.

St. Louis, Mo, Us

Recruited into internship position to help position Fleishman Hillard as an employer of choice. Helped to facilitate a social media branding project to better understand how Fleishman could utilize their social media channels to recruit talent for various position, monitored and maintained HR related social media channels and created onboarding and orientation materials for 13 different FH offices across the US, Canada, Mexico, Asia and Europe.

St. Louis, Mo, Us

Recruited into Competitive Summer Internship Program within the Operations Department to help to hone in on my analytical skills by helping the Trade Reconciliation Team reconcile trades in all Advisory Solutions and Guided Fund Accounts. I was trained on trade reporting and to reconcile all trade and fixed income products.

Chicago, Il, Us

Recruited into summer intern position to help the group with preparing for its annual membership conference and exposition with 1000+ HCP attendees. My work in this role included developing marketing and promotional materials to promote the conference, working to build out the conference website and developing conference collateral such as SWAG bags, educational materials etc.

Bachelor Of Science, Business Administration (Specialization In Marketing) Minor In Corporate Communications

Master Of Business Administration (Mba), Marketing/Management