Roeya Vaughan Email & Phone Number

Los Angeles, Ca, Us

Los Angeles, Us

Led day-to-day operations for TACORI and subsidiary businesses, with full P&L, day-to-day management, and long-range planning responsibility. Hired by the Tacorian family as the first-ever non-family CEO to provide strategic leadership and complete cross-functional oversight, focused on the synchronization of individual and organizational objectives, and the empowerment of staff to achieve and exceed KPI.Delivered 8% increase in net revenue while controlling costs and exiting non-profitable categories. Spearheaded partnership with Brilliant Earth, delivering incremental revenue and estimated 6MM qualified bridal category impressions per month.Championed and oversaw sustainability initiatives, earning TACORI certification through the Responsible Jewellery Council (RJC), the recognized standards and certification organization for supply chain integrity and sustainability in the global jewelry and watch industry. Initiated diversification into Fine Jewelry as a new product category in 2021, creating more portfolio stability, driving increased consumer lifetime value (LTV), and winning the Centurion design award. Led realignment and optimization of organization structure, systems, data management, financial reporting, initiatives, and processes to support continued growth and scale. Revamped internal and external incentive plans, recruited and onboarded upleveled talent in key roles, and implemented core business metrics.

Los Angeles, Us

Los Angeles, Us

Led the development and implementation of the growth strategy for TACORI, overseeing Sales, Sales Operations, Product Strategy, Marketing, eCommerce / DTC, and Business Development.

Santa Ana, California, Us

Developed and directed the overarching marketing strategy and innovation pipeline for a high-growth portfolio of brands including KILZ Primer and Magnolia Home by Joanna Gaines, sold in leading retailers including The Home Depot, Amazon, Target, and Walmart. Initiated and secured breakthrough strategic partnerships to accelerate growth (+$30M in 2018, +12% YOY). Spearheaded KILZ Brand Revitalization, synthesizing primary and secondary research and market / account insights to create Brand and Product Architectures, refine the product road map and innovation pipeline, and create a consumer-centric, elevated brand identity, yielding +14% top line growth and increased profitability. Developed exclusive licensing partnerships with The Spruce and Amazon, creating a new $3MM commercial revenue stream online.

Irvine, California, Us

As regional chief marketing officer, developed and directed strategic marketing plans for the $1 Billion Americas region, shaping the challenger brand’s public profile in the competitive sport performance market. Led ASICS’ global Center of Excellence for brand and creative. Initiated and developed ASICS’s first-ever global brand platform, updating visual assets and logo treatments and defining brand promise, positioning, and vision. Drove single largest sales day ever on ASICS.com for Black Friday (+117% YOY) through compelling creative and optimized digital marketing suite, including paid social and CRM. Developed and deployed ASICS Extra Mile, a purpose-driven campaign benefiting Girls on the Run and tied to ASICS’s sponsorship of the New York City Marathon. Created an integrated digital, social, and physical movement leveraging celebrity athlete endorsers, media outreach, Columbus Circle activation, integration with Runkeeper (a running app), and promotional offers to drive sales while increasing engagement and brand affinity. Cultivated and managed ASICS America’s roster of athlete-ambassadors, negotiating sponsorship and licensing contracts and developing marketing programs leveraging Olympic and top-ranked talent, including Kerri Walsh Jennings, Lolo Jones, Jordan Burroughs, Queen Harrison, Coco Vandeweghe and more.

Foothill Ranch, Ca, Us

Served as global general manager for the $1 Billion Oakley sunglasses business unit, reporting directly into Luxottica leadership in Milan. Delivered 8% growth in revenue with outsized growth in profit delivery through optimized, more market-right product assortment and channel-specific merchandising and mix management. Responsible for the health of the innovation and technology roadmap. Led development of Oakley’s Rio 2016 Olympic Team USA and limited-edition Green Fade collections, marketed prior to and during the Games, leveraging Oakley’s roster of 500 athletes, including Gwen Jorgensen and Mark Cavendish. Initiated Oakley logo consistency project, simplifying and unifying brand expression across all product lines and marketing vehicles. Identified as “One to Watch” globally by Luxottica executive leadership.

Foothill Ranch, Ca, Us

Developed and drove the vision, strategy and direction of the Oakley Custom Program, representing 14% of the total Oakley eyewear portfolio. Directed consumer experience enhancement for customization program on Oakley.com and within Oakley-owned retail doors, yielding 9% increase in direct sales. Improved style productivity 22% through product line optimization initiatives. Drove $7MM in incremental sales through overhaul of distribution strategy and process improvement.

Agent of change recruited to maximize brand potential and facilitate sale of company within three to five years. Spearheaded holistic overhaul (product mix, brand expression, and digital marketing strategy), resulting in earlier than expected brand acquisition (within six months). Relaunched and reskinned online resource site AskDrSears.com and e-commerce site, improving user interface and streamlining path to purchase. Grew unique visitors 18% to 1.6MM/month and increased conversion 300%.

Irvine, Ca, Us

Developed and implemented integrated marketing strategy for Arbonne’s global cosmetics, skincare, and nutrition product lines, leading marketing campaigns, consumer insights, digital marketing, ecommerce, and product and lifecycle management for $400MM business. Led evolution of brand vision and visual identity to modernize Arbonne and position the brand more effectively on a global scale. Developed integrated multimedia launch for Arbonne’s two signature product lines, presented live to an audience of 8,000 at the MGM Grand in Las Vegas (nine videos, interactive web content, training tools, and product promotions). Launch generated +63% YOY growth, enabling Arbonne to bounce back from Chapter 11 filing to win M&A Magazine “Turnaround of the Year.”

Irvine, Ca, Us

Managed marketing and product development for $120MM paint care portfolio consisting of over 80 SKUs in eight product categories. Repositioned Meguiar’s brand and sub-brands to enhance consumer shopability, leading to +20% in shelf space at Walmart and Pep Boys and to brand acquisition by 3M. Revamped product development process, streamlining systems and speeding time to market by two months. Drove 15 point profit increase through SKU rationalization.

El Segundo, California, Us

Managed Older Girl portfolio consisting of three brands - one pre-launch, one new to market, and one in sunset. Partnered with Nickelodeon to develop the “Build, Create, and Dream” on-air Sweepstakes in March 2003, featuring ello product giveaways, yielding 2MM impressions.Initiated and managed $500K national Ello experience tour at retail (Target, Walmart), resulting in 3MM impressions.

El Segundo, California, Us

Recruited to the flagship Barbie doll brand. Led the first annual Barbie Birthday Initiative, including a multi-media partnership with Martha Stewart Living Omnimedia, worldwide cross-sell impacting 4MM units, and national sweepstakes tied to Barbie.com. Served as Barbie brand champion for the McDonald’s Happy Meal license program, partnering with third party agencies to develop premiums and related communications (TV, print, radio).

El Segundo, California, Us

Launched and managed worldwide Barbie flanker brand, Barbie Studio Activities, delivering $11MM incremental sales. Piloted Mattel's global resource leverage program, managing and collaborating with “virtual” team of designers, engineers, and costing staff in Hong Kong.

Mba, General Management, Marketing

Ba, Communication Studies, Business Administration