Rick Ely Email & Phone Number

United States

Greater Miami Area, FL, US

As an interim marketing leader and consultant in the Chameleon Collective, I take on diverse roles to drive growth through brand strategy, omnichannel marketing plans, product innovation, and consumer communications. I am primarily focused on consumer CPG categories: personal care, skin care, OTC, food, and nutrition.

Enabling CPG brands to accelerate sales & profitability through deeper understanding of consumers, superior communications, and new product innovation

Santa Barbara, CA, US

• Executive marketing leader for fast-growing, PE-backed plant-based nutrition company. Responsible for Brand Management / Consumer Marketing / Ecommerce / Innovation / Retail Expansion. Team of 15 people.
• Drove +60% growth on total business, achieving more than 2X topline sales in two years. Responsible for Ecommerce P&L (combination of DTC and Amazon). Achieved fastest growing nutrition brand on Amazon, growing at over.
• Built brand management function and consumer marketing capability. Upskilled legacy team and hired 10 additional people to build new capabilities and provide needed expertise.
• Defined new brand strategy, brand identity, and consumer insights. Launched refreshed brand in June 2023 with updated visual identity, brand voice, new packaging, and stronger claims (including “#1 recommended brand”.
• Built full-stack digital content creation function with blend of in-house resources, freelancers, and agency talent. Created new marketing creative process and brand building playbook to ensure efficient and effective.
• Led expansion into brick and mortar retail and achieved first test opportunity with distribution in 200 H-E-B stores in December 2023. Created product proposition, demand generation model, and P&L. Identified ideal.

New Brunswick, NJ, US

• Leader for global strategy, equity, and innovation for Oral Care / Wound Care / Baby Care / Women's Health. Brands included Listerine, Band-Aid, Johnsons Baby, Aveeno Baby, Stayfree, Carefree, and ob. Total global.
• Transformed business model with immediate impact, flipping declines to growth and improvement in profitability. Achieved turnaround through new framework focused on digital activation plans, relentless elimination of.
• Reorganized global franchise team by aligning people and work with market needs to ensure balance of short and long-term focus. Created dedicated US Innovation Team to serve lead market.
• Created $800MM of new product innovation (highly profit accretive) unlocking new channels (including Ecommerce / DTC launch) and new categories (premium adjacencies).
• Led packaging and ingredient reinvention project to unlock business simplification, dramatically improving sustainability footprint of portfolio, and step-changing ECommerce readiness of packaging. Experiences include
• Business transformation

New Brunswick, NJ, US

• Led global strategy, equity, and innovation for Johnson's Baby, the largest and most global brand at Johnson & Johnson, with sales of $2B. Responsible for team of 8 marketers with extended leadership role across broad.
• Reversed sales declines through global relaunch of Johnson's Baby, the largest and most ambitious brand reinvention project in company history, with new packaging, products, brand strategy, and go-to-market model.
• Transformed marketing model through exclusive focus on performance marketing principles. Created and produced over 1,000+ social and digital assets with new agency structure and highly efficient scaled production.
• Developed $150MM of new product innovation platforms to increase recruitment of new moms and address unmet needs of families with newborns.
• Developed new vision for JOHNSON’S® digital future and opportunity to create a connected ecosystem of baby/mom personalized experiences. Launched digital product (new parent coaching app) using agile methodology and.
• Global Team Leader

New Brunswick, NJ, US

• Regional leader for Listerine and Band-Aid across Asia-Pacific (13 markets, $425MM+ in sales). Responsible for team of 5 marketers with extended leadership role across broad cross-functional organization.
• Chosen for global ex-pat assignment through highly-selective program for top talent. Elevated communication and leadership skills through leading teams across 13 Asia-Pacific countries
• Delivered fastest growth globally on both brands and highest growth in 7 years: Listerine (+10%) and Band-Aid (+7%) with even more significant growth in lead markets.
• Step-changed marketing ROI through elevating quality of digital marketing and media plans, strengthening innovation pipeline, and upgrading in-store execution. Built new Listerine communications campaign inspired by.
• Launched new Asian-influenced innovation inspired by local ingredients (Ginger), local flavors (Green Tea), and local benefits (Gum Health)
• Built new Listerine creative campaign inspired by global big idea but created with Asian insights. Developed suite of regional creative assets with focus on digital/social channels and used precision marketing data to.

New Brunswick, NJ, US

• US P&L leader responsible for delivery of $200MM skin care brand. Led team of 5 junior marketers.
• Responsible for brand P&L - led reversal of sales declines to double-digit growth. Created new brand vision to expand to more beauty, lifestyle-relevant positioning for teen consumer. Implemented advertising.
• Created innovation strategy and 3-year pipeline of new products and claims valued at $50MM.
• Developed six new integrated marketing campaigns, including writing creative strategies, partnering with agencies on creative development and leading advertising production.
• Developed brand digital identity that included website redesign and launch of first brand social media presence.
• Nominated to formal role as Diversity Champion for marketing organization. Experiences include

New Brunswick, NJ, US

• US P&L leader responsible for delivery of $250MM skin care brand.
• Delivered double digit growth on brand each year. Grew largest segment of brand at twice the category growth rate. Led external creative agencies to develop 5 new communications campaigns, identifying new consumer.
• Launched into new category (recreational sun protection) in 2006. Evolved business model to maximize profit. Exceeded year one sales and share targets. After three years in market, grew over 75% and was fastest growing.
• Led concept and product development of brand’s first launch into anti-aging and biggest launch in brand history. Led cross-functional team to develop positioning, product formulas, and packaging. Experiences include
• People and Team Leader
• Customer and Media planning

Greater Chicago Area, IL, US

Responsible for forecasting and business management for ALTOIDS®, complex $225MM brand with four distinct product lines.

Mba

Bachelor Of Business Administration