Direct the strategic marketing planning for the leading producer of Kroil-branded penetrating oils and Kano industrial-grade products. Play a critical role in overseeing the tactical execution for industrial, specialty trade, and retail markets. Have full responsibility for shaping the brand's market presence, driving customer engagement, generating demand, and achieving all business/sales objectives.• Defined brand’s identity including but not limited to vision/mission statements, brand DNA, positioning statement, brand voice/tone, F&B statements, personas, and brand pyramid• Developed strategic annual marketing plans targeted to grow brand awareness, expand/support new and existing distribution (including ecommerce) and drive sales, resulting in double-digit revenue growth. • Digitized and built the entire Kroil brand, while also pivoting from a B2C to a B2B business model. Led the entire brand refresh including implementing a new website redesign and establishing/packaging, all social media channels/branding, and the development of all sales collateral. • Grew B2B sales even as the product pivoted from direct to consumer to B2B. • Realized a double digit increase in paid media clicks while reducing cost per click double digits during the same time period. • Grew owned media organic traffic growth year over year while improving SEO ranking and increased “Where to buy” page previews by half, thus increasing the customer’s ability to connect with local product distributors. • Build and maintained annual operating budget.• Established all marketing agency relationships, developed the brand’s paid advertising strategy, built out an organic social media following, identified influencers who aligned with the brand, established customer specific paid digital programs, and worked with the sales team to build out sales pipeline. • Built the strategic plan for trade and consumer shows to help build the Kroil brand while enabling sales pipeline growth for the team.

Reported to the President of the organization, working closely on brand strategy for commercial, residential, and retail segments of Solatube International, Inc. and Solatube Home (market leader of tubular skylights). Directly responsible for the execution of the brand strategy. • Executed a strategic marketing plan that quickly led to becoming the fastest growing business unit and grew sales leads during tenure in role.• Delivered revenue growth year over year. • Managed annual operating budget and oversaw two marketing interns. Personnel experience included training, directing work, and evaluating performance.

Directed the strategy for a brand new segment launch and with direct responsibility for the Go-To-Market strategy and product adoption rates. Played a crucial role in developing and executing comprehensive strategies to ensure the seamless introduction of new products into the market and drive sustainable growth. Role required several key competencies including the ability to innovate products, conduct extensive market/competitive analysis, lead cross-functional collaboration efforts with sales, supply chain, & operations, and assessing performance optimization. • Led the marketing strategy for a brand new business segment. Managed research and insights for WD-40’s first ever brand extension. Led trend/category analysis, market research, concept development and launch of all new products• Grew market penetration by executing promotions that drove awareness/trial via event/digital plans • Created educational sales and marketing materials including a branded white paper, sell sheets, and a brand story used to maximize new distribution opportunities.• Developed multiple athlete sponsorships to build the brand’s credibility and authenticity. • Worked closely with sales and marketing to analyze category sales across the US and Europe to identify opportunities for category growth/expansion. • Role required extensive research on market/competitive analysis, developing business justification for new product launches, working with supply chain to assess/forecast inventory, and to ensure quality assurance on all assets. • Spend 9 months in the UK conducting extensive research, market analysis, and product development.

Worked collaboratively with sales, marketing, and executive leadership to direct the brand’s strategic vision. Identified trends, executed consumer research, and led strategy to maintain brand equity. Managed product portfolio, including the #1 multi-purpose lubricant brand in the US. • Designed and had full P&L responsibility for advertising and marketing budget.• Focused heavily on gaining brand awareness in new age groups as the product was becoming less relevant to GenX, Millennials, and GenZ.

Hired as a third party consultant to help Healthy Choice & Rosarita brands with new product development, data mining, research, and leveraging reporting to make data informed decisions. Led the analysis and presentation of monthly category overviews.• Conducted extensive consumption, shipment, and financial data reviews to help the business make the best decision for their products.

Assisted with brand strategy development, marketing campaigns, brand messaging/communications, product launches, and market analysis. • Launched a brand new Canadian product that was relevant for the market and accessible in English & French.