Mike Litwin Email & Phone Number

Marketing consultant for a variety of B2C and B2B companies. Selected engagements:Tushy (hellotushy.com). Role: Consultant to CEO and President. I created a distribution plan and high-impact sell-through materials to help expand into new retail and wholesale channels, resulting in a 20% revenue lift. Focus areas: Retail and Wholesale Marketing, Sales Enablement, Brand PositioningRiley Projects (rileyprojects.com and rhouse.rileyprojects.com). Role: Fractional CMO. For the engagement, I developed a marketing strategy, GTM plan, website, and marketing assets for a new product launch. Focus areas: Brand Strategy, Brand Identity, Marketing Strategy, Product Marketing, Growth Marketing, and Integrated Marketing Planning.Label King Turbo (labelkingturbo.com). Role: Fractional CMO. I created a new brand strategy and visual identity, revamped the website, and developed sales enablement materials, leading to a 35% increase in web traffic and 25% growth in online sales in six months. Focus areas: Brand Strategy, Brand Identity, Marketing StrategyBiohazard (biohazardinc.com). Role: Fractional CMO. I refreshed the brand positioning and brand identity, updated the e-commerce strategy, and created a growth marketing plan. Results include an increase in organic web traffic by 44% and higher conversion rates. Focus areas: Brand Identity, e-commerce strategy, SEO, Email Marketing, Digital Marketing Analytics

Mountain View, Ca, Us

Edge is a hyper-growth start-up talent marketplace that connects companies in the U.S. with high-quality remote talent from around the world. As a purpose-driven company, Edge aims to democratize access to employment opportunities and fair compensation. I sat on the Executive Leadership Team and reported to the Co-founder/CEO.As Chief Marketing Officer, I oversaw all marketing functions, including brand, growth, product marketing, operations, partnerships, and events. To achieve our growth goals, I implemented a hyper-targeted, data-driven strategy that led to a 250% increase in ARR within one year. By executing a new omnichannel marketing plan, I created a more extensive, diversified pipeline of high-quality leads. My team created insights-based content and utilized digital marketing agencies to execute impactful, efficient campaigns and reduce customer acquisition costs. We also increased event sponsorships and attendance by 50%, improved the quality and quantity of sales enablement materials, and developed comprehensive, bespoke lead nurture campaigns. I also oversaw the creation of a new referral program that accelerated the sales cycle, improved customer satisfaction, and lengthened LTV.On the brand side, I took the initiative to develop and implement the company's first-ever brand strategy. This strategy solidified a long-term vision and acted as a north star, inspiring and motivating the entire company. As part of this, I introduced a new brand identity that humanized the brand, making it more approachable and relatable to our target audience.

Work From Anywhere, Remote, Oo

Toptal is the world's largest marketplace for high-skilled talent, having connected over 25,000 clients with top freelance talent. During my tenure, revenue grew by over 40% for three consecutive years, exceeding $200M. I was a member of the Executive team and reported to the CEO.As VP of Marketing Strategy and Operations, I was accountable for developing the company's marketing strategy and for creating a highly efficient operating model for the marketing function. To achieve these goals, I first launched a new demand generation strategic framework that focused on specific industry and audience segments, which drove a significant increase in lead quality and reinforced stakeholder trust in our strategic planning process. To ensure a smooth transition from three separate marketing functions to one unified team, I created new RACI models, introduced a project management team, and developed a cohesive set of OKRs. I also implemented advanced marketing automation tools that reduced manual processes, shortened campaign timelines, and achieved a decrease in marketing expenditures.

Work From Anywhere, Remote, Oo

As the Vice President of Brand Marketing, I transformed Toptal's brand strategy by deepening its brand purpose and elevating the brand's perception from a talent marketplace to a business consultancy. This resulted in a 20% increase in brand awareness and a 16% improvement in consideration. I also crafted a new brand identity and design guidelines, elevating the visual quality and consistency of all marketing assets, leading to a 10% increase in brand credibility and trust within a year.In addition, I conducted the organization’s first global brand tracking survey, establishing critical benchmarks for evaluating brand health and enabling more data-driven decision-making. Leading a multi-functional team of 60 people, I oversaw brand management, creative, content strategy, events, social media, and publications. I successfully scaled the team from 10 to 60 in one year, introducing five new disciplines and creating an in-house creative studio to fill skill set gaps.I directed the development and execution of thousands of lead-generation assets supporting the $20M marketing budget. I also initiated and defined performance metrics for all marketing activities to help evaluate creative effectiveness, resulting in higher click-through rates and a 20% decrease in cost per lead for digital advertising.

San Ramon, California, Us

Barefoot Scientist is a premium foot care company on a mission to inspire people to treat their feet in the same specialized way they care for their face, hair, and body. I was part of the founding team that brought the company to market and reported to the CEO. In 2022, Japonesque acquired the company. As the leader of all brand and growth marketing efforts, I spearheaded the development of a new premium foot care brand. My responsibilities included web design, branding, packaging, advertising, SEM, SEO, social media, and email marketing. I also devised product marketing and audience segmentation strategies to support a multi-channel distribution strategy, encompassing direct-to-consumer, big-box retailers, and wholesalers. In addition, I built and managed the internal marketing team and oversaw external partner agencies and production vendors, with P&L accountability for the Marketing and e-commerce business units.Our DTC efforts led to an increase in conversion rates and a reduction in customer acquisition costs. By boosting monthly site traffic by 500%, we achieved a positive return on ad spend, met our cost-per-acquisition targets, and exceeded the average order value within one year.From a retail marketing perspective, I facilitated our brand’s first retail launch at more than 3.5K CVS Pharmacy stores, creating a repeatable playbook for future launches at Ulta Beauty, Bloomingdale’s, and Kohl’s. I also leveraged a celebrity endorsement by Chinese megastar Zhang Ziyi to accelerate international wholesale distribution efforts.

Los Angeles, Ca, Us

As Executive Director of International for Apple at TBWA\Media Arts Lab, I managed six international Managing Directors, supervised 350+ staff members in the international network, and reported to the President. I crafted and orchestrated the transformation of Apple's international network of agencies from solely being responsible for localizing global assets to a network capable of creating bespoke, locally relevant campaigns. This required a massive organizational change to expand the network's capabilities while simultaneously streamlining costs and maintaining a profitable margin. To achieve this, I instituted new processes & workflows, both internally and with Apple, rearranged the structure of the network, hired resources with the appropriate skill sets, and forged new client relationships at a local level. The result of this was the successful launch of Apple's first locally-created campaigns across the world, including in China, Japan, Brazil, India, Canada, France, & Australia, and an average 10% increase in brand preference.

New York, Ny, Us

I orchestrated comprehensive campaigns for Hellmann's mayonnaise and Dove Men+Care, coordinating a multi-disciplinary team across three regional centers of excellence. I engineered a new global brand positioning and communication platform for Hellmann's Mayonnaise, which helped increase global revenue and market share. Additionally, I initiated the global launch of Dove Men+Care Face and Dove Men+Care in China, which became Dove's largest sources of growth in 2013 and 2015, respectively. Furthermore, I spearheaded the introduction of global digital content marketing for Hellmann’s, generating over 500 million impressions, a 35% increase in social engagement, and over $1 billion in earned media.

Nyc , La, Us

As Group Account Director for PepsiCo, I oversaw the creation of Pepsi's first global ad campaign, aligning disparate regional brands into a unified global presence and driving an increase in market share. I managed brand and digital campaigns for the Pepsi USA portfolio, overseeing an average annual media spend of $300M. I also led the strategic repositioning of Pepsi Max and the activation of all related advertising, resulting in PepsiCo's most successful product re-launch in the past decade, as quantified by volume and share gains. Additionally, I revitalized Pepsi’s cultural impact through celebrity endorsements and partnerships with the Grammys, NFL, MLB, and MLS, achieving an increase in brand engagement and a lift in social reach.

Nyc , La, Us

As Account Director, I was responsible for the majority of the Visa USA business, including consumer debit, premium credit, all partnership marketing activation for Disney and the NFL, and Visa's B2B business activations. Selected Highlights: - Core team leader of the pitch process, resulting in the win of global lead strategic and creative duties for the $600M Visa business (the Agency’s largest new business win in over 20 years)- Accountable for the U.S. implementation of the new global strategic brand positioning, including developing the U.S. communications architecture and oversight of all advertising efforts- Launched Visa’s first global B2B campaign; chosen to represent Visa and speak at first-ever Visa B2B Global Forum

Nyc , La, Us

I worked with Anheuser-Busch on numerous non-traditional projects that were meant to uncover new product opportunities within the ethanol category. Selected Highlights: - Conducted nationwide ethnographic research, developed strategic territories for creative exploration, and oversaw the development of 6 new ethanol brand concepts, two of which were green lighted for production- Developed and executed 2005 Michelob Light campaign, including a targeted OOH effort combining city-specific messaging and media placements- Managed research and analysis focused on better connecting A-B brands to consumers in themost relevant and engaging ways; topics included Making Brands Famous: Infusing A-B Brands Into Popular Culture, Beer Elevation, Macro Food and Beer Trends, and Being an American Brand

Minneapolis, Mn, Us

While at Fallon, I had the opportunity to work with a wide variety of brands, including Brawny Paper Towels, Timberland footwear & apparel, And1 Basketball footwear, and SoBe beverages. Selected Highlights: - Steered agency and client stakeholders to accept the use of non-traditional and content-based marketing for Brawny’s 2005 marketing efforts- Responsible for helping reclaim Brawny’s positioning as a premium paper towel brand by restoring consumer relevance and reclaiming lost market share- 2003 Brawny campaign was awarded an EFFIE (a first in the paper towel category)- 2004 Brawny campaign, a product-improvement launch effort, brought 5.6MM new users into the franchise within a six- month period

New York, Ny, Us

Merrill Lynch, Sun Microsystems, Qwest Communications

Philadelphia, Pa, Us

Compiled research and helped organize paperwork for the Chair of the History Undergraduate Dept.

Merrimack, Nh, Us

Bachelor Of Arts (Ba)

Digital Marketing Analytics

Education record