Eric Crosby Email & Phone Number

Chicago, Il, Us

Singapore, Sg

Singapore, Sg

• Managed Dyson’s Cordless and Full-size vacuum categories with more than $1B sales annually (accounting for ~70% of Dyson’s total consumer business in the U.S.), including product ranging, launch planning, pricing, promotions, and retail channel management. • Responsible for Cordless and Full-size ranging strategy, launching new technology, reaching profit and gross margin per unit goals, and creating new retailer exclusive strategies. • Oversaw a team of three, with two direct reports, in addition to leading various cross-functional teams based in Chicago, Singapore and the United Kingdom. Focusing on self-starter career planning in a high-performance culture to retain and grow talent. • Led the development and delivery of both and short and long-term demand strategies to optimize profitability and sales revenue at a category and portfolio level, balancing high growth, declining, and new sub-categories. • Analyzed shopper insights and market data to recommend pricing objectives, strategies, and guardrails for Key SKUs and sub-categories within the U.S. • Led 2023 innovation meetings with 14 retailers, presenting 2022 business and market results and pitched new Dyson floor care innovation with bespoke go-to-market strategies by retailer to maximize revenue while updating a full range of products. • Applied a deep understanding of the consumer, retailers, and competition to both short and log-term decisions. Connected independent insight and observations to form a holistic, proprietary understanding of the US consumer to leverage Dyson’s competitive advantage.

Singapore, Sg

• Conducted in-depth analyses of competitors, market, consumers, products, and shipments to garner insights, feed into go-to-market plans, and developed strategic initiatives.• Analyzed and interpreted market data to execute weekly and monthly business reports that empowered the global business with valuable information to make decisions and improve programs.• Pitched and managed new product innovation that filled whitespace in the U.S. handheld market. This was Dyson’s quickest go-to-market initiative and exceeded the launch week forecast by 10% in the first 24 hours. Launch to date sales are 44% above forecast.• Developed new methods to report status of projects across multiple teams, managed status communication and ensured that every opportunity was given for each team to understand project activity.• Created and executed a product packaging mitigation plan for unassisted retail doors that saved an estimated $120M preventing lost sales and lowering production cost.

Singapore, Sg

• Worked across all functions of the business to develop and execute multi-channel marketing plans for 8 new product launches. Ensured marketing and sales channels had the tools, knowledge, and assets to execute excellent campaigns.• Managed resets in 9,000+ Third Party and Direct retail doors using agile project management, shopper insights, retailer feedback, and sales data to ensure products were represented in the best interest of the brand, retailer, and shopper.• Owned all image, graphics, video, and packaging assets for the U.S. floor care category.

New York, Ny, Us

• Worked across paid social, search, and programmatic to plan and activate digital media campaigns that drove buy rate and household penetration for Quaker, Tropicana, and Naked Juice.• Managed day-to-day campaign operations for 5+ national campaigns at a time within multiple DSP’s while optimizing to reach efficient CPM’s and surpassing KPI’s.• Decreased the average CPM of our largest yearly campaign by $5 YoY while increasing household penetration.• Provided executive leadership and brand teams insights and recommendations based on campaign data and offline sales studies to better plan future campaigns.• Certified in Google’s DV360 and Verizon Oath’s DSP.

Lake Buena Vista, Florida, Us

Lake Buena Vista, Florida, Us

Orlando, Florida, Us

Blackfriars, London, Gb

• Identified current trends within the food industry through online research, interviews, and attending the Summer 2017 Fancy Food Show in New York City.• Conducted consumer insight studies to determine which trends consumers were more likely to recognize and try in the pasta and rice sides category.• Created a 5+ year trend roadmap that included ingredients, flavors, and claims for Knorr to implement in current and future innovations for key company leaders.• Conducted product package design research that was used to influence Unilever’s North America’s Vice President of Foods and global leadership to invest in a new look and feel for the brand. • Interpreted Neilson, Mintel, and other consumer marketing insights to monitor consumer behavior to keep Unilever food category teams up to date.

St. Augustine, Fl, Us

• Identified key partners in the Dominican Republic and managed communication through weekly meetings and live projectstatus reports in addition to traveling to the Dominican Republic during the year and relocating to Puerto Plata, DR during the summer.• Worked with Fathom Travel to test and develop two impact activities in the Dominican Republic. Through these efforts 17,950+ seedlings have been planted in the Dominican Republic through a reforestation project and 7,491+ community members now have safe access to clean drinking water through a water filtration project.• Designed a hygiene education program that is taught in 78 churches and 28 schools, this program is aimed to educate the importance of hand washing to decrease to minimize risk to water borne diseases.• Partnered with local tour operators and cruise lines to make our soap factory an impact activity for their travelers. In the first four cruise sailings 680 bars of soap were produced, 3,170 bars of soap cut for the hygiene education program, and 1,233 bars packaged for sale.

St. Augustine, Fl, Us