Matt Barrett Email & Phone Number

Brooklyn, Ny, Us

Kilchberg, Zürich, Ch

Directed a high performance marketing team and oversaw long-term planning, product launches, and in-market activations with full P&L accountability, successfully reigniting business growth amid fierce competition. Reported directly to the Vice President of Marketing.•Returned Lindor to share growth through a new full funnel communications campaign, increased media spend (over-indexing ESOV), optimized POS, range expansion, and core distribution gains•Became the #1 manufacturer at Christmas by accelerating growth of key product ranges, early season activations, amplified digital investments to drive conversion, innovation, and disruptive display •Launched a new franchise “Lindt Teddy” to exploit white space and trigger emotional resonance at Christmas. Closely collaborated with sales and trade partners to activate brand in-store & online •Established national partnerships with comprehensive activation programs which unlocked new distribution channels and extended reach•Led research initiatives for department (U&A, brand health, concept, pre-screen and A/B testing), and armed teams with resources to make insight driven brand plans

Kilchberg, Zürich, Ch

Headed the Lindt Challenger Franchises & led special projects in the Switzerland HQ, defined global brand objectives, launched new product ranges, and renovated challenged businesses. Reported directly to the Global Head of Marketing. •Led end-to-end launch of a super-premium brand. Successfully piloted in five markets, recommended and secured CEO approval for global launch, developed hero assets, and deployed a marketing launch program across markets. Exceeded sales expectations in Year 1 by 20%•Restored growth of a 5-year franchise decline by unlocking a breakthrough consumer insight resulting in a new portfolio strategy, innovation pipeline, and communication platform•Led initiative to identify and accelerate growth of a challenger franchise, closely linked with lead countries, developed new assets (inc. TVC), and deployed a global playbook•Initiated a strategic corporate effort to reclaim gifting market leadership by directing a multinational taskforce, conducting research and innovation workshops that culminated in the development of a new gifting range•Led development of brand playbooks, toolkits and global learning agendas, with input from centers of expertise, deployed materials via global workshops and seminars

Kilchberg, Zürich, Ch

Responsible for the Family Bars portfolio of brands including the EXCELLENCE key franchise. Mandates included leading and facilitating the strategic development and implementation of brand plans and marketing initiatives to achieve profitable sales growth.•Developed and executed D2C e-commerce portfolio strategy, establishing a presence on Amazon and Walmart, resulting in +235% year on year D2C growth•Formulated strategy, developed assets and executed a conversion campaign across owned, earned & paid channels leading to share gains and became lead country for social content•Led national product launch supported by 360 consumer activation “Discover 78% Cacao” with commercial buy-in, leading to 80% distribution within 3 months and won best new product award

Lyn, Ontario, Ca

Engineered the brand development of the Burnbrae business and successfully established a brand identity (positioning/branding/design), formulated and implemented a holistic communication platform (inc. TVC), defined a long-term innovation pipeline, and launched product ranges with 360 support.•Led the creation of a comprehensive master brand framework and design identity which led to the development of brand assets, a communication platform, a packaging redesign, website launch, and social strategy, boosting national brand recognition.•Led the launch of two product ranges nationally from end-to-end involving insights, recipe direction, packaging design, artwork, claims and launch strategy•Initiated new agency partnerships and drove RFP process covering creative, in-store, packaging, research and PR

Orrville, Ohio, Us

Oversaw the development of short and long-term strategic planning, including annual business plans, media purchasing, promotion, and innovation pipeline strategy with P&L and budget responsibility.•Formulated and executed a national awareness campaign, developed hero assets, merch tools, experiential activations, and PR/media amplification•Revitalized a challenged product line through consumer research, enhancing packaging artwork to effectively convey value proposition which led to +10% growth•Managed all components of a national consumer promotion encompassing creative dev, brand partnerships, shopper marketing activation and specialized displays •Directed components of a new TV copy with a $600K budget including research, agency briefing, animatic testing, talent selection, approvals and media buy

Orrville, Ohio, Us

Customer facing responsibilities [insight story-teller & advisor]: conducted analysis, mined data and developed actionable insights, strategies and recommendations to help grow categories profitably for internal and external stakeholders.•Led assortment reviews and merchandising recommendations for 10 buyers across five banners, with insights and firm recommendations to drive category growth•Headed national customer category reviews for annual business planning cycles, presented at the VP level, leveraging multiple data sources•Led category management reporting, trend analysis, customized reports, and special project work directly to internal teams (Sales/Marketing) and Key Accounts

Brampton, Ontario, Ca

Developed tier 1 category management skills; developed merchandising maps, portfolio strategies, pricing and promotional plans, vendor negotiations, and listing agreements on a $1B portfolio for Canada's #1 retailer.

Brampton, Ontario, Ca

Recruited on campus, completed an 18-month rotational management program, started in stores and progressed to the head office, culminating in a successful placement in merchandising

Bachelor Of Arts (Honours), Sociology, Business

Education record

Education record