Collaborated with CPG executives and marketing leaders to refine the target audience, increase product offerings to meet market demand, and develop relationships with customers, vendors, and supplier partners. • Led market analysis of competitive product areas• Identified opportunities for market expansion in new customer channels• Spearheaded key customer pricing and product presentations • Designed consumer surveys, gathering data relevant to product development, line extensions, and service levels• Researched and recommended potential supplier partners to cost-effectively meet strategic goals• Provided an improved customer experience, updating product documentation and instructions• Created impactful consumer-facing product packaging and web content

Directed the life cycle of product categories from conception through development, launch, SKU rationalization, and portfolio management, for a $60 million product segment, and led product development, via teams encompassing multiple departments, locations, and suppliers. • Grew the business segment from $45M to $60M annual sales as category management leader, utilizing competitive analysis, point of sale data, market trends, and consumer insights• Launched the segment’s first E-commerce products on Amazon.com, resulting in incremental sales of $800K + in the first year • Disrupted the aquarium filter market with the launch of new filtration technology, resulting in new shelf placements at major retailers and E-commerce customers• Increased profits on key high-volume items via product modifications reducing manufacturing costs, creating compatibility with new technology, and increasing market basket size at retail• Partnered with the sales team, buyer, and internal stakeholders to create compelling, consumer-focused retail packaging, resulting in increased unit sales of aquarium kits, acessories, consumables, and live fish at Walmart• Executed a robust development strategy and product roadmap, including performance enhancements, aesthetic improvements, and innovative new items, based upon qualitative and quantitative research, customer requirements, market needs, and business case analysis • Collaborated with sales to launch channel specific products, customize promotional activities, and create forecasts for E-commerce, national accounts, and independent trade customers• Orchestrated aesthetic and technological design updates of aquariums, furniture, lighting, and equipment, via project teams from marketing, engineering, sales, finance, operations, industrial design, and supplier partners• Improved the consumer experience by streamlining the product setup process, and providing clear, concise instructions and Youtube setup videos

Ensured the brands remained competitive and relevant to the target consumer segments, by identifying new opportunities, and coordinating new product launches, enhancements, and improvements, adding value for the consumer, and reducing costs.• Managed cross-functional teams to develop and launch new channel specific products at PetSmart, increasing the aquarium ensemble share to near 100%• Rebranded less well-known legacy products, utilizing company-owned national brands Marineland, Tetra, and Instant Ocean, to increase consumer awareness and grow strategic value across distribution channels• Led SKU rationalization within the product category, reducing non-strategic SKU count by 10%, enabling the organization to focus on core competencies and efficiencies• Developed pricing and promotional discount plans, based upon competitive market analysis and margin targets• Created content for product literature, web sites, and retail packaging, including oversight of photography and graphics development, ensuring brand integrity within style guidelines• Provided training material, education, and support to field sales and customer care teams, including talking points, launch decks, and sales tools, for national accounts and independent trade customers• Leveraged status as brand spokesperson and category expert to grow customer confidence during industry trade shows, buyer meetings, and customer open houses

Established the division’s first customer service team, hiring, training, and coaching customer service reps and administrative staff, servicing national and independent accounts, retailers, and consumers.• Created product and process training manuals, enabling consistent, timely response to customer needs• Facilitated customer satisfaction through multiple departments, resolving service, quality, and delivery issues at the distributor, retailer, and consumer levels • Managed master data for customer, product, and pricing• Increased invoicing efficiency and billing accuracy, by approving pricing, discounts, and credits, eliminating customer complaints based upon billing errors• Identified sales trends, frequent customer requests, and service issues, providing real-time feedback to the sales and marketing teams for follow up • Coordinated and managed trade show shipments, displays, and marketing collateral

Served as the division’s first dedicated customer service representative, acting as the main contact for national and independent accounts, retailers, and consumers.• Coordinated orders with accounting, production, shipping, customer receiving, and freight carriers, ensuring complete fill rates and timely deliveries, improving customer satisfaction• Created a resource library for easy reference in fielding product inquiries and requests from consumers, retailers, and distributors