Peter Brodnitz Email & Phone Number

• Led brand development and international marketing for Fortune 500 retailer with 1,800+ convenience stores, $40M budget, and team of 15 direct reports. Created and implemented brand strategy, store redesigns.
• Implemented improvements and strategies that elevated share value 2x to $4B in 26 months by partnering with leadership team on complex closing to package and sell company in June 2017.
• Increased key metrics, 19% Net Promoter Score, 4.2% sales, and 26% ROI, by focusing on and delivering exceptional customer experience.
• Grew $200M private label portfolio 8% by analyzing portfolio, discontinuing weak SKUs, introducing new products, redesigning packaging, and restaging 200+ SKUs.
• Re-engineered “Corner Store” brand by identifying most valuable customers, defining vision, refreshing visual identity, and conducting extensive employee service training.
• Built data-driven marketing culture, focusing team on tracking variables that maximized traffic, basket sales, and profitable revenue growth.

Hartford, Connecticut, US

• Reinvented and relaunched Aetna brand, Aetna.com and Aetna messaging platforms. Managed brand strategy and integrated marketing team of 8 direct reports and $65M budget for advertising, digital, and demand generation.
• Increased purchase consideration 22%, loyalty scores 14%, and membership 250K by developing and implementing “What’s Your Healthy?” platform, a $50M campaign executed across businesses, media channels, and audiences.
• Rallied employee base, unified messaging across businesses, and signaled innovation to clients by developing and implementing award-winning re-launch of Aetna brand, including insights, architecture, mission, values.
• Re-engineered media strategy, focusing on audience engagement via shareable social media, including engaging content, advocacy, and community building with original presence on YouTube, Facebook, Twitter, and LinkedIn.
• Introduced enterprise-wide SEM media buying, increasing efficiency 18%.
• Developed and executed campaigns that increased brand engagement, including:o WhatsYourHealthy.com: Attained 600K engagements where people “share their healthy”.o OurHealthy.com: Created thought leadership site to.

New York, NY, US

• Reversed 10 years of DeBeers’ sales declines and consolidated CitiGroup’s consumer finance brands to achieve market leadership. Managed team of 35 and budget of $35M.
• Achieved market turn-around and 2% sales growth by developing strategic plan to vertically integrate marketing and re-build momentum for diamond jewelry category.
• Invented and launched diamond Trilogy through extensive consumer research, vertical integration with retailers and manufacturers, retail inventory management, and employee training, reaching $200M brand in 6 months and.
• Merged 3 consumer finance brands into 1 “uber” brand and raised to industry leader in 24 months by modernizing loan application process and aggressively marketing via mobile advertising.
• Revolutionized Citi’s marketing approach from TV-centric to mobile-centric, increasing volume 22% and risk quality of applicants 18%.
• Raised Citi’s unaided awareness 4x to 78% in 18 months while under-spending competition by concentrating marketing support that accelerated introduction of “uber” brand.

New York, NY, US

• Managed advertising, digital, and direct marketing for Duracell across the world, American Express across Asia, and Nestle across North America with integrated teams and budgets up to $80M.
• Grew Duracell from 10 to 40+ markets by leveraging 4-quadrant development strategy, applying universal truth, and introducing 3-tier sales approach.
• Repositioned American Express Green Card across 14 Asian countries for rising middle class and increased brand relevance by offering exclusivity of elite card with attractive introductory offers.
• Pioneered bottled water portfolio strategy for Nestle’s Perrier and San Pellegrino brands, boosting trade sales 45%.
• Originated and launched MotherNature.com marketing, growing awareness from 0% to 55% with target audience within 6 months.

Master Of Business Administration - Mba, Marketing

Bachelor Of Arts - Ba, International Affairs And French

Diplome