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Award-winning Marketing & Brand Executive with experience on iconic global brands including Coca-Cola, Dunkin', American Express, Microsoft, eBay and Diageo. Expertise in repositioning, rejuvenating and (re)launching lifestyle brands via end-to-end brand strategies, omnichannel marketing campaigns, product innovation, digital innovation and strategic partnerships.Career highlights:• Reinvigorated and modernized Coca-Cola business Globally through culture-leading marketing innovation and digital transformation, including development of new-to-industry precision marketing platform & first-ever Doordash partnership.• Pivoted Diet Coke from over a decade of double-digit losses to +2% retail dollar growth by architecting & executing a comprehensive turnaround strategy including updated positioning, creative strategy, packaging & product innovation, celebrity partnerships and new visual identity system• Overhauled marketing & product innovation approach for Dunkin’ RTD coffee portfolio, producing record-setting sales, double digit velocity growth (outpacing category) and returned the brand to positive OI• Earned highest brand health metrics for Dasani by building sustainability credentials via partnerships with New Balance, Gibson Guitars, Case Mate and HGTV• Managed conception, development and go-to-market plans for 30 SKUs across 4 beverage categoriesAwards:• Ad Age Marketer A-List• Reggie GOLD• Effie SILVER• Top Music Industry Promotion - Billboard MagazineBS, Emerson CollegeMBA, Emory University, Goizueta Business SchoolAreas of Expertise:Brand Management • Content & Media Strategy • P&L Management • Team Building & People Development • Innovation Strategy & Execution • Product Development & Launch • Brand Positioning & Architecture • Integrated Marketing • Content Development & Agency Management • Social & Digital Marketing • Consumer Insights & Segmentation • Competitive & Marketplace Assessment • Strategic Partnerships Negotiation & Execution • Public Relations & Influencer Marketing • Shopper Marketing • KPI Development & Tracking • Advertising
Hilton
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Vice President, Global Portfolio Marketing StrategyHilton Nov 2024 - PresentMclean, Va, Us
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Vice President, Global Brand Marketing Strategy (Lifestyle Brands, Food & Bev, Wellness)Hilton Nov 2023 - Nov 2024Mclean, Va, Us
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Brand Director, Coca-ColaThe Coca-Cola Company Feb 2021 - Apr 2023Atlanta, Ga, UsI served as GM for North America's base business ($3B+ revenue across US, Canada, and Puerto Rico) and acted as the central base business brand strategy lead for global Coke, overseeing brand repositioning efforts.Achieved significant growth in volume, value, profit, share, and brand health, making Coca-Cola the #1 fastest growing NARTD TM in retail sales. This resulted in $1B+ added retail value, +14mm new households, and the highest share in 10 years in North America.✪ Evolved consumer perceptions that 'Coke goes well with food' (#1 driver of consumption) to highest ever levels in recorded history✪ Led global marketing transformation to enhance our competitive advantage, launching the "Recipe for Magic" global campaign and aligning marketing leads and executives across all operating units.✪ Championed modernized marketing vision, leading team to prioritize 'brand experiences' including establishing Coca-Cola's largest-ever global influencer army accompanied by a comprehensive influencer strategy for local market execution.✪ Drove Foodservice strategy, expanding Coca-Cola Zero Sugar distribution by 113k outlets (+25% channel sales vs PY) and securing a new partnership with Doordash, resulting in a +70% increase in orders.✪ Created impactful holiday campaigns linking Coke Zero Sugar with post-COVID connectedness, generating 1B media impressions and positive social media sentiment. Enhanced relevance with younger audiences through a branded Amazon Prime miniseries and a groundbreaking Cameo partnership featuring Coke Santa. -
Brand Director, Dunkin’ Coffee (Rtd)The Coca-Cola Company Mar 2019 - Feb 2021Atlanta, Ga, UsPromoted to lead the Dunkin' ready-to-drink coffee business, tasked with transforming it from an agile fast-follower to a sustainable growth-oriented enterprise. Conducted thorough analysis and customer segmentation to redefine the target consumer and overhaul the business strategy for maximum impact.Accountable for long-term business planning, annual calendars and resource allocation. Directed a diverse cross-functional team of 30 across various disciplines and managed five agencies. ✪ Completely rebuilt the business, including strategy, product portfolio, supply chain, communications, visual identity, and investment approach, resulting in a remarkable +48% growth in retail sales vs PY✪ Successfully launched a chilled multi-serve business to cater to the work-from-home audience during the pandemic, achieving explosive growth that outpaced category growth by 4x.✪ Introduced Girl Scout branded flavors, which became the top 2 SKUs in the ready-to-drink coffee category and were hailed as Coca-Cola's top innovation of the year by bottler partners.✪ Improved profitability by revamping the supply chain and optimizing investments, leading to a 600% increase in operating income.✪ Generated significant commercial gains by expanding availability in key retailers such as Target, Dollar General, and Aldi, and boosting sales in critical CR channel by 30pts ✪ Developed a comprehensive coffee category portfolio strategy, defining unique roles, positioning, and guidelines for five Coca-Cola Company coffee brands, including Dunkin', Costa, Coke with Coffee, and Barista Bros.
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Topo Chico Brand Lead (Sta)The Coca-Cola Company Jun 2020 - Dec 2020Atlanta, Ga, UsHand-selected by President of North America to integrate Topo Chico after acquisition and overhaul brand strategy. Led 3-week sprint to develop aggressive growth plan to $1B. Constructed cross-functional team and selected agencies. Redefined consumer target, brand positioning, communications plan & investment, and brand architecture with 5 year packaging & product innovation pipeline. Maintained consultative role upon sell-in to facilitate integration.
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Senior Brand Manager, Diet CokeThe Coca-Cola Company Jun 2016 - Feb 2019Atlanta, Ga, UsFollowing the softening of brand volume declines, I was promoted to co-lead a total brand transformation of Diet Coke to recruit a new generation of drinkers. Leading a team of 50+, together we architected the strategic blueprint of the recast, including customer segmentation, new brand positioning, VIS ID, distribution channel update, packaging architecture, financial growth algorithm, and setting and tracking KPIs. ⇨ ⇨ ⇨ Returned Diet Coke to growth for the first time in 12 years; significantly drove trial & improved brand perception amongst Millennials✪ Grew retail sales by 2% (+5pt swing YOY).✪ Grew share by .2pts. ✪ Added 5M+ new households to the brand.✪ Crafted brand architecture, visual identity and launched “Because I Can” integrated campaign.✪ Set long-term product innovation strategy, including conception and launch of a new flavor platform that exceeded KPIs for consumer acceptance, retail sales, and household penetration. ✪ Collaborated with bottlers and top customers, including Target and Walmart, to launch with award-winning shopper marketing programs that exceeded aggressive sales forecasts. ⇨ ⇨ ⇨ Repositioned Diet Coke as a marketing industry icon, earning recognition including: ✪ Gold Reggie Award, 2019: Best Age-Specific Campaign ✪ AdAge Marketing A-List Distinction, 2018✪ Beverage Digest Best Low/No Calorie Beverage, 2018✪ Silver Effie Award, 2018: Best Multi-Retailer Program
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Brand Manager, Diet CokeThe Coca-Cola Company Oct 2013 - May 2016Atlanta, Ga, UsPromoted to our 2nd largest US brand, my goal was to reverse volume declines. I successfully reignited growth by expanding and retaining our customer base, nearly halving the decline rate and increasing purchase frequency despite strong competition.✪ Developed “Diet Coke VIP”, a groundbreaking precision marketing platform to stem brand attrition and retain loyalists. VIP utilized big data for scalable personalization, rewards and advocacy leading to increased sales, conversion rates and ROAS. Shared and implemented this capability globally within Coca-Cola.✪ Spearheaded a pioneering program targeting start-ups as potential solutions to engage and capture the attention of Diet Coke loyalists, orchestrating a rigorous briefing and selection process resulting in successful collaborations with multiple chosen ventures.✪ Managed a strategic partnership with Taylor Swift, leveraging advertising, social media campaigns, and retailer activations to reshape the brand's image and secure incremental retail activation.✪ Stewarded response to Diet Pepsi reformulation by accelerating innovation, packaging, commercial activity, and launching a new integrated marketing campaign, resulting in a 0.2 point increase in market share.✪ Launched the innovative "Retweets of Love" campaign, turning consumer tweets into brand experiences. It generated double the share of social conversation compared to competitors, achieved the highest positive sentiment on record, and received extensive trade media coverage from AdAge, MediaPost, AdWeek, PR Daily, and more.
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Associate Brand Manager, DasaniThe Coca-Cola Company Aug 2011 - Oct 2013Atlanta, Ga, UsIn a sea of commoditized bottled water, I differentiated DASANI from competitors by orienting the brand to demonstrate leadership in sustainability in a modern way. Additionally, I led the product launch of DASANI Drops, a challenger in the liquid concentrates category.Sustainability Campaign✪ Contributed to 2 years of profitable double-digit growth, outpacing the water category✪ Established DASANI as the #1 favorite water brand with highest-ever brand sustainability metrics with a 2x gap to primary competitor✪ Initiated strategic partnerships with New Balance, Case-Mate and Gibson Guitars to launch products made from recycled bottles, exhibited on a national experiential tour (recognized by Event Marketer Magazine) and leveraged to secure highest ever brand retail activation✪ Led multi-disciplinary agency council to develop first social media strategy and campaign to support new light-weighted bottles (Top ad run in 2012 Olympics, per AceMetrix)DASANI DROPS Launch✪ Launched DASANI Drops, capturing 13% market share in year 1✪ Developed and executed launch campaign spanning traditional paid media, experiential, digital/social, PR and influencers; exceeded KPIs of awareness (180%) and trial (242%)✪ Crafted DASANI Masterbrand architecture and corresponding innovation strategy & product pipeline
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Brand Management Intern, DasaniThe Coca-Cola Company Jun 2010 - Aug 2010Atlanta, Ga, UsIn between Y1/Y2 of my MBA, I secured a coveted Brand Management internship with The Coca-Cola Company where I delivered a comprehensive analysis and marketing plan for the critical college channel.✪ Extended full-time job offer at completion of internship
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Manager, Music & EntertainmentMomentum Worldwide Jan 2008 - Dec 2008New York, New York, UsRecruited for entertainment sponsorship expertise, I joined this experiential advertising agency to identify, strategize and activate entertainment marketing partnerships for category-leading clients globally. ✪ Stewarded thought leadership in asset strategy, sponsorships, endorsements, and talent and property negotiations.✪ Scaled newly established Center of Excellence to secure over $45M incremental agency business from brands including Rolling Rock, Coca-Cola, Microsoft, American Express, Kraft, Pfizer, Budweiser, and Smucker’s.From here, inspired by client brand manager's full ownership of brands, I decided to enroll in Emory’s MBA program with my sights set on Coca-Cola as my future employer. -
Account Manager - National Marketing Alliances & SponsorshipsLive Nation Entertainment Aug 2005 - Jan 2008Beverly Hills, California, UsI moved to the national sponsorship division to forge large-scale partnerships. I planned, managed and executed strategic partnerships that leveraged music to achieve marketing goals for brands including Monster Energy, Red Bull, Diageo, eBay, Verizon, Adidas, MTV and MySpace. ✪ Executed Live Nation’s first digital download, a reward for Diageo website registrations ✪ Recognized by Billboard Magazine for new-to-industry sponsorship model for Ozzfest, distributing nearly 500k tickets in 4 days -
Marketing Manager, Instant LiveLive Nation Entertainment Jan 2004 - Aug 2005Beverly Hills, California, UsI was on a mission. Years of internships in the music industry helped me secure my first dream job – at Live Nation. I joined as a founding member of an entrepreneurial division launching a groundbreaking technology product that produced hundreds of thousands of limited edition, immediate live concert CDs for fans. During my tenure, I supported expansion of Instant Live from local bands with in-venue distribution only to A-lister artists (KISS, Allman Brothers, Jewel) sold via digital DTC & retail.✪ Designed and executed marketing initiatives for 5 national music tours in 50+ markets as well as first sponsorship with Dentyne✪ Delivered a 70% lift in online sales and supported retail expansion via digital, PR, experiential and grassroots efforts
Melissa Schwartz Skills
Melissa Schwartz Education Details
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Emerson CollegeMarketing Communications -
Emory University - Goizueta Business SchoolBrand Management & Entrepreneurship
Frequently Asked Questions about Melissa Schwartz
What company does Melissa Schwartz work for?
Melissa Schwartz works for Hilton
What is Melissa Schwartz's role at the current company?
Melissa Schwartz's current role is Marketing & Brand Strategy Executive | Transformation Driver | Consumer Enthusiast | Lifestyle Brand Architect | Hilton, Coca-Cola, Live Nation.
What is Melissa Schwartz's email address?
Melissa Schwartz's email address is me****@****ory.edu
What is Melissa Schwartz's direct phone number?
Melissa Schwartz's direct phone number is +140467*****
What schools did Melissa Schwartz attend?
Melissa Schwartz attended Emerson College, Emory University - Goizueta Business School.
What skills is Melissa Schwartz known for?
Melissa Schwartz has skills like Integrated Marketing, Brand Management, Marketing Strategy, Social Media Marketing, Strategy, Customer Insight, Strategic Partnerships, Entertainment, Cross Functional Team Leadership, Brand Awareness, Sponsorship, Consumer Insight.
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