Rachael Claxton Email & Phone Number

Winston-Salem, Nc, Us

Taking on a new adventure as a small business owner and operator! Excited to lead this business and its amazing team. My passion for the planet, our communities, talent development, phenomenal brands and lifelong learning has finally found its home. More to come as we learn through this transition.

London, Gb

Relocated to London to direct and facilitate formulation of long-range planning process, innovation cycles, and operating model for more than 30 countries and 3 transformational new categories. Oversaw change management activities, new capability building, and development of effective marketing models. Built global planning process for new categories to standardize demand planning, product development, and reporting to optimize resources against objectives for a rapid innovation cycle. Launched and expanded global in-house content studio capability, enabling real time consumer communications for all new brands. Developed aggregated database of syndicated performance across 15 focus markets for rapid competitive insight and data mining. Worked through October, 2021

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Managed overall business operations, including development and execution of strategic goals and marketing mix. Delivered robust customer-centric, innovation pipeline, pricing strategy, digital communication and consumer journeys. Doubled market share and established fastest growing vapor brand with innovative product portfolio in close collaboration with product development, regulatory bodies, and consumers. Applied creative strategy and segmentation to pricing tactics to establish leadership in product trial. Achieved twice the level of brand awareness, strengthening consumer communications, and improving product usage experience.

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Led and implemented innovative commercial strategies and design by driving all aspects of marketing campaigns and activities of 2 focus growth brands. Optimized company revenue, costs, and expenses by overseeing all P&L management functions. Accomplished 7.5% YoY profit growth by managing all P&L, portfolio / communication development and promotional / pricing matters. Successfully integrated Santa Fe Natural Tobacco Company marketing team into RAI, maximizing resources while maintaining brand difference.

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Developed product strategy to address changing regulation within new FDA guidelines for all RJ Reynolds combustible products. Introduced and executed operating model to address FDA submission requirements newly imposed on the industry.

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Headed brand equity activities, including brand guidelines, pricing, packaging and product development. Repositioned brand guidelines, pricing strategy, and packaging aligned with current consumer desire to maintain historic market share and drive significant profit growth.

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Led brand equity activities, including brand guidelines, product and packaging development, sustainability, retail, and mass media for the global brand. Achieved organic certification and relaunched the brand. Administered achievement of “0 waste to landfill”, a more recyclable pack and a negative carbon footprint.

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Managed marketing operations and strategy for in-person activation of all Reynolds growth brands. Optimized event marketing by steering activities of ~800 brand ambassadors and coordinating $60M marketing investment.

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Held a variety of marketing and brand roles of increasing responsibility.

Outside Sales across 12 states, responsible for face-to-face, B2B sales calls for existing accounts, new business development, and team management.

South Burlington, Vt, Us

Partnered with local philanthropies and businesses to hold ice cream sampling events to support overall marketing strategies.

Master Of Business Administration - Mba, Marketing

Bachelor Of Arts - Ba, Geological Sciences