Global Business Director, The Clorox Company
San Francisco
Categories: Home Care, Laundry, Fragrance, Food Protection, Trash, Pet and Auto CareChannels: Broadcast, Digital, Social, Content and Experiential Key Markets: Americas, Europe, UAE, KSA, Egypt, China & AustraliaINTEGRATED MARKETING CAMPAIGN LEADER• Led implementation of strategic shift in Clorox Laundry advertising from product benefit to consumer insights-driven messaging resulting in 2.6X volume lift • Designed GLAD’s first global digital strategic framework, supporting social strategy, editorial guidance and supporting content driving scalability of campaign and increased local engagement • Developed Fresh Step advertising & media strategy enabling new Mass channel listings and 40% YOY value growth in category significantly contributing to total Fresh Step YOY value growth of 20%AGENCY LEAD IN DEVELOPMENT OF MARKETING STRATEGIES AND PLANS• Led media, competitive and consumer analysis informing launch plans of client's Latin American Fragrance business in Middle East and Southeast Asia• Spearheaded first global consumer segmentation and target definition for Clorox Cleaning & Laundry as well as GLAD Food Protection businesses• Developed media & PR strategy and five-year plan for expansion into Mainland ChinaGLOBAL TEAM LEADER• Led all contractual, scope of work, staffing and fee negotiations solidifying business relationship and expanding agency scope in Latin America, China, UK, Middle East and Southeast Asia • Managed and scaled DDB LATAM Hub allowing agency team to develop campaigns for both LATAM and MENA successfully addressing unique cultural nuances for both regionsMARCOM LEADERSHIP• Led Creative Summit repositioning role of creativity in media and advertising as a key business builder resulting in both increased market-share and creative industry recognition• Optimized digital spend in social channels through development of global digital marketing workshops that directed regions to think of social channels strategically vs. tactically