Samantha Lerner Email & Phone Number

New York, Ny, Us

New York, Ny, Us

• Own global multi-year marketing strategy, product development, data/insights, claims, budget and go-to-market plan across all nail categories in alignment with regional marketing, sales and education teams• Enhance and modernize CND’s brand equity, visual identity, credibility, and awareness within both professional and consumer segments• Develop and launch core Treatments Category campaign and core CND Transformation campaign driving increased sales in relevant categories• Create and present quarterly brand review presentations and yearly marketing deployment strategy to global executive leadership team• Partner with digital team on CND.com site renovation, global influencer initiatives and all owned social content creation and utilization• Reinvent brand presence on Amazon.com on both B2B and B2C platforms• Design CND’s first-ever paid media campaign, focused on hero franchises, in partnership with media agency and digital communications team

New York, Ny, Us

• Build 3-5yr product pipeline of margin accretive innovation rooted in customer & consumer insights; partner with R&D on formula development, packaging needs and key claims• Co-develop all global brand assets with brand co-founder, Jan Arnold, and creative agencies• Spearhead SKU rationalization and E&O analyses, recommendation, and implementation; liaise with cross functional teams, including Finance, Regional Marketing & Sales, Operations, Education, and Demand Planning to ensure seamless communication, alignment, and execution • Drive yearly consumer, competitive and brand analyses; present relevant findings and brand recommendations to executive leadership • Manage and develop three direct reports though clearly defined priorities & objectives, coaching and ensuring accuracy in all projects

Paris, Fr

Omni Shopper Team Lead, GARNIER SKIN• Lead eCommerce media strategy and execution across all eRetailers and Amazon; track total universe POS by account and recommend plan optimizations including consumer centric content for PDPs, seamless new launch setup and effective media campaigns• Develop and track launch strategy for new Garnier sub-brand Green Labs in partnership with Brand Marketing, DMI, CMI, RGM, and Finance teams; lead retailer-specific omni plans based on consumer insights and target demographic, gaining BBD and field team alignment • Foster relationship between retailer teams to unlock growth opportunities and achieve retailer, brand and consumer goals; ensure all plans are omni with an eComm first mindset to reflect evolving consumer landscape pre and post COVID19; throughout pandemic integrated new consumer-insights into all marketing touch points• Manage two direct reports, in charge of all in-store and online activations for total Garnier Skin portfolio, by providing clear quarterly and yearly objectives, ongoing coaching, and ensuring quality and timeliness of all projects• Leverage consumer insights to build connection between Micellar Water and Latina/Latino and LGBTQ+ communities through targeted media, partnerships, in-store exclusives, bi-lingual promotions, sampling, and influencer support• Establish Garnier’s brand equity within the clean/sustainable skincare space by leveraging Cruelty Free Certification and Greener Beauty initiatives at all consumer touch points, in Beauty Consultant training materials, and within account-specific clean programming

Paris, Fr

Senior Manager of Shopper Marketing, GARNIER SKIN• Own and manage six Garnier Skin budgets; create expense efficiencies to fuel more business-drivers and maximize highest ROI tactics• Collaborate with Customer Marketing, NAMs, and BBD teams to create, execute, and analyze retailer-specific plans, ensuring proper promotion, layering of tactics, and omni execution to maximize sales lift; leverage consumer insights from CMI, industry trend sites, and cross-brand learning to find incremental promotion opportunities• Build retailer-specific activations for Micellar range expansion, new Green Labs sub-brand launch, and key tentpole moments; leverage strength of total Garnier brand to secure incremental opportunities to boost SkinActive awareness and trial in store, on social, and on eComm; work to recruit young-Millennials/GenZ consumers and solidify brand credibility, improve Micellar HH penetration and ROAS/ROI• Create brand promotion strategy in partnership with RGM, internal Promo Team, and Valassis through rigorous analysis of past programs, competitive landscape, and new test & learn initiatives to reach desired consumer target; offer frequent optimizations, including an aggressive move towards digital support and dual-language FSIs• Manage all in-store, eComm, CRM and shopper creative across total Garnier Skincare; collaborate with DMI to ensure Global assets meet the needs of US market while ensuring consistency of brand equity and messaging

Amsterdam, North Holland, Nl

Trade Marketing Manager, RIMMEL• Develop Rimmel Go-To-Market strategy by channel and translate brand marketing plans into customer marketing actions by identifying winning 4Ps strategies, trade needs, and distribution opportunities for all classes of trade • Optimize and revise Rimmel portfolio pricing, assortment and promotion strategies at Mass and Drug channels, resulting in an estimated $1MM profit increase at top three retailers; improve trade investment ROI through comprehensive promotion analysis of Rimmel and key competitors • Lead the development of Color Cosmetics Category Growth Story and input into Rimmel innovation strategy and plans; implement Rimmel US portfolio plan in conjunction with global trade marketing to support overall business strategy• Analyze brand position at key customers, as well as competitive landscape, to strengthen Rimmel’s market position and recommend course-correcting actions as needed • Liaise with sales teams at Mass and Drug classes of trade in the creation of Joint-Business-Plans to deliver brand vision, trade strategy, and innovation pipeline updates to senior management at our largest volume retailers • Provide monthly updates to Coty senior leadership on Rimmel innovation performance, demand planning, and 4Ps execution evaluation

New York, New York, Us

Associate Brand Manager, ADVIL• Manage launch of new Advil SKUs in 2H’18 to drive incremental sales with new communications, distribution, and trial driving initiatives; ensure timelines met for artwork, samples, sell-in to customers, and shipments• Leverage consumer and scientific insights to develop packaging design, claims, go-to-market and consumer promotions plans for Pain Team innovation pipeline through 2022• Analyze and report competitive activity in the marketplace and make recommendations based on competitor in-market media, offers and spend; defend against key competitive threats through the development of a strategic playbook of trade and digital needs and opportunities • Lead cost savings initiative for Advil team by changing packaging graphics on premium sub-brands and liaising with design, production, regulatory, and innovation teams• Drive Advil claims innovation for speed claims as they relate to three key sub-brands; conduct consumer research to identify white-space opportunities for brand to further brand equity, enhance functional messaging, and build emotional connection between brand and consumers • Lead packaging and tray refresh for Advil Club SKUs; collaborate with sales, packaging and display teams to perform price sensitivity analysis, forecast incremental revenue, and ensure timely progression of refresh recommendation to internal and external partners • Spearheaded Healthcare Professional sampling initiatives, product education, and claims creation around specific indications• Assist in development and communication of all Advil/Pain team display and shopper marketing creative to boost brand sales and equity to support overall business strategy in the short/medium term

New York, New York, Us

Assistant Brand Manager, ADVIL • Own consumption and share tracking, forecasting, and analytics for Advil and Analgesics Category (proficient in IRi); present weekly sales report to senior management and brand team to evaluate business trends and recommend course-correcting actions needed• Manage consumer promotion budget for Advil in order to drive highest ROI tactics and deliver on funding obligations; develop and execute annual programs for Advil, assess program performance and provide recommendations for optimized future spend• Co-managed Advil Doers original content web-series in partnership with Time Inc; owned project calendar, managed creative assets, and provided feedback on talent and episodes; delivered against key KPIs of brand favorability, differentiation, and sales lift

Ann Arbor, Mi, Us

Emphases: Marketing and StrategySelected: VP of Marketing, Mentorship Club; Peer Coach, Career Services; MBA Interviewer and Student Ambassador, MBA AdmissionsMember: Marketing Club, Design + Business, Michigan Business Women, Maize and Jew, Wine Club

Paris, Fr

The Dannon Company-Synthesized data from iRI, evaluated market trends, and conducted consumer researchstudies to develop launch strategy and new flavors for an Evolution Fresh partnership with Starbucks -Designed tracker for senior management for Evolution Fresh brand to monitor several KPIs including SKU volume sales, on‐shelf turnover rate, and distribution

Developed business model for Board of Directors for a hotel and eatery that would fundGrace Care Center, a non‐profit girls orphanage in Trincomalee, Sri Lanka; collaborated with local tourism board executives to project annual returns based on competitive and financial sensitivity analyses

Zurich, Ch

EF is the world’s largest private international education company with 16 subsidiaries focused on language learning, educational travel, cultural exchange and academic programs with 36,000 employees in 54 countries.Northern California Sales Manager, 2012‐2014 -Analyzed historical sales data, created monthly sales goals and developed semi‐annualbusiness plans and incentive structures to identify tactical areas of growth, resulting in highest sales since 2008 -Spearheaded realignment of the Northern California sales team into a more equitableand geographically focused division resulting in a more balanced allocation of talentSenior Tour Consultant, 2011‐2012-Created and designed training program for current employees through process mapping and collaboration with company president and senior managementTour Consultant, 2009‐2010-Won five of five office‐wide sales competitions by evaluating sales trends, assessing customer needs and recommending personalized tours based on indicated customer requirements

Master Of Business Administration (Mba), Marketing And Strategy

Bachelor Of Arts (B.A.), Art And Art History

Architecture