Morgan Mclaughlin Email & Phone Number

Andover, Ma, Us

Stepping into a new role that centralizes:• Manage demand generation for all product categories in North American marketing channels.• Develop marketing communications, digital marketing, social media, and sales enablement tools.• Increase revenue through strategic marketing initiatives.• Collaborate with cross-functional teams to drive marketing success.

Created the vision, priorities and structure for a NEW Customer Marketing team to accelerate growth and drive stronger strategic partnerships in partnered customers in the Dental Support Organizations (DSOs) and Dealer channels. Enterprise Wide •Lead integrated business planning across DSO Marketing, DSO education & Dealer Marketing •Promote process and legal compliance through building standardized forecast, reporting tools & process documentation to hold team members accountable.Channel Marketing: Dealers •Developed more accurate effectiveness KPIs reporting and communication enabling consolidated quarterly reviews to drive informed investment marketing decisions •Established process and role documentation to ensure continuity between customers and managersCustomer Marketing: Dental Support Organizations •Redesigned rebate program to fund building blocks of growth, providing the customer with compliant education with year over year savings. •Mapped clinician onboarding journeys and built integrated solutions toolkits rooted in ROI enabling scalable and effective go to market plans •Managed Customer Value Proposition creation and inclusion into JBPs, communication plans & integrated solutions toolkit •Established turnkey sponsorship event support kits including lead generation and multi-media branded marketing supportEducation •Spearheaded clinical education strategy across DSO channel to ensure reach and scale •Provide education commitments at 1/3 committed dollars •Redesigned back-end operations enabling customer rebate reporting.

Appointed to develop the presbyopia category and to manage the ACUVUE® multifocal platform. Additionally, responsible for product launch excellence on all future contact lens launches in the US region.Category Innovation• Partnering with internal legal stakeholders to ensure legal compliance for a new Fee for Service model that would ensure adoption of in-market products.• Leading an insights-based agile POD structure tasked with the US launch of a new multi-million-dollar multifocal product (2021). Responsibilities include but are not limited to business case development informed by qualitative and quantitative research, go-to-market (GTM) strategy and execution, consumer and professional connections planning and marketing material development.• Leading creation of a professional virtual training approach to provide a scalable and sustainable way to elevate the eye care professional’s (ECP) ability to fit our proprietary design and to improve the patient experience.Product Management • Collaborating with global marketing to conduct research to inform the relaunch of brand and category assets aimed at maximizing the market opportunity.• Pivoting brand messaging, new product claims work and customer activities to support Covid-19 recovery efforts aimed at supporting the ECP as they reopen and adjust practice protocols.• Capitalizing on our data engine to develop a new highly targeted CRM & paid digital journey to create demand for existing and future products based on consumer behavior.

Jacksonville, Florida Area

Selected to lead commercial strategy development and execution of two parallel in-market programs: 1) ACUVUE consumer rewards program and 2) customer strategy and activations. Rewards• Implemented new forward-looking capabilities such as fraud prevention measures projected to save ~$3MM in 2020 and SMS technology to allow for continued investment and program evolution. • Developed a new program proposal that would collect more accurate and timely patient data to allow for customized digital journeys to drive consumption and loyalty with positive ROI in year 1. • Ideated and managed the development of a new rebate platform allowing for 50% faster GTM targeted rebates and validation of submitters to drive critical business while saving ~70% on set up costs.• Led a user flow analysis and updated process and content to decrease customer service inquiries. 6 months post-changes averaged a reduction of 10% in call volume.• Developed new digital consumer complaint escalation tool resulting in saving over 260 manager hours yearly. Customer Activation• Managed a team in creation of an insights-based, 360◦, professional and consumer communication campaign that further simplified the path to purchase and targets key barriers to drive sales and equity.• Introduced QR codes in 2018 to bring digital capture capabilities to in-store and professional activations to measure KPIs of previously unmeasurable executions. 2019 saw 80% conversion to corporate owned digital properties from instore tactics.• Guided reporting manager team through evergreen campaign activation in 95% of core customers. • Drove customer strategy as a core member of OASYS for Transitions (OwT) launch team, including creation of assets within the shopper and professional space, ensuring consistent messaging, clear actions and measurable KPIs.• Developed a physical and digital toolkit allowing the independent channel to promote its practice and meet the demands of consumer inquiries for OwT.

Developed and brought to life a multi-channel patient first GTM strategy that has encouraged deeper partnership as strategic partner of choice. • Winner of President’s Award for Commercial Partner of the Year.• Regional Burke Award finalist for Lifestyle Prescribing, a professional (OD and staff) training program at LensCrafters. Program was focused on effective conversations with patients to manage expectations and understand the value of a glasses and contact lens patient. • Gained alignment to lead with contact lens category among strategic partners amid an ACUVUE-only product focused culture. Developed an insight based GTM “Always Ask” strategy and program that engages customers to improve patient communication through insight driven opportunities, resulting in reduced friction during key moments to increase Net New Wearers & ACUVUE Penetration. • Designed the “Always Ask” program to seamlessly integrate with and elevate the national consumer program. Leveraged cross-functional and global partners to identify business opportunities to ensure a consistent world-class patient experience. Executed programs across 20+ cross channel customers. • Delivered an enterprise solution as core member of the OASYS cross-functional team assigned to reverse bleed and accelerate sales. Recommended an innovative product family solution, which was approved and is currently planned for launch.

Jacksonville, Florida Area

Primarily responsible for shopper and professional marketing strategy and execution for Luxottica the largest US and Global Optical Retailer (LensCrafters, Target Optical & Pearle Vision). Regularly supported the broader organization as customer and channel expert on project teams including the redesign of the professional website, integration of our Digital Experience & creation of our Global Shopper Marketing platform. • Grew Luxottica via strategic business planning by 7.4% in ’17 vs 4.3% category.• Working closely with internal partners and Target Optical, designed a comprehensive instant savings and marketing program reaching “open and interested” shoppers to drive awareness, intent and engagement. Included targeted digital marketing, influencer campaigns, in-store promotion and CRM to drive traffic. Resulted in 17.1% growth in ’17 vs 14.2% customer’s contact lens category (~5% US category)• Used Google Analytics to identify the reason for exceptionally high bounce-rate on MyAcuvueResource.com Updated login to automatic validation (vs. a two-step manual process) Promoted its use by training Inside Sales & Account Managers and increased usage by over 10%.• Identified market need and created The Digital Guide, an interactive PDF designed to help practice owners to grow their business using online best practices from pre- to post-purchase. Worked cross-functionally to incorporate it into outreach programs and drive adoption. Reported on over 100+ times in industry media and continues to be a piece of the core curriculum presented at optometry schools. • Developed quarterly national shopper marketing assets executed at national and key accounts.

Jacksonville, Fl

San Francisco, Ca

Developed and executed marketing strategy and sales program initiatives based on consumer insight, trends and profitability analysis for Metromint flavored water. Worked with the marketing team and vendors to successfully implement both traditional and online media plans.

Grew position from research and budget analysis to project management. Spearheaded annual Voice of Customer survey that led to significant program changes. Recommended sales strategy based on competitor mix and consumer behavior.

Modeled and analyzed operational club level budgets and profitability at $1 billion fitness chain. Partnered with various departments to monitor the effective implementation of company strategy including pricing, staffing practices and marketing programs and identify opportunities for improvement.

Mba, Finance And Real Estate Finance

Activities and Societies: Summa Cum Laude

Bachelors, Marketing & Information Technology

Semester Abroad, Business