Shelly Huang Email & Phone Number

Santa Monica, California, Us

Santiago, Chile, Cl

Lead marketing and growth for a global CPG company, responsible for full funnel marketing across paid media, earned and owned brand campaigns, product innovation, creative, and shopper marketing. Achieved revenue growth through strategic partnerships and optimized channel strategies.

New York, New York, Us

Directed a team of 20 across brand, acquisition, content, and creative for a high growth real estate proptech brokerage. Developed acquisition and growth strategies to drive traffic across multiple channels, including paid social, paid search, OOH, PR, direct mail, and email/SMS. Rebranded the company from mass to luxury real estate, positioning it for a profitable exit.

New York, Ny, Us

Orchestrated full funnel marketing for B2B2C organization in leading Wellness SaaS business. Optimized the full consumer funnel from acquisition, conversion, engagement, retention to resurrection leveraging online media, CRM and SMS strategies, and offline channels. Redesigned a high performing global marketing team of 30+ across 14 markets to deliver impactful marketing campaigns and data-driven approaches.

New York, Ny, Us

Led marketing for early stage startup in the foodtech industry. Established 5 year marketing and business plan for the founders, along with business pitch decks for investors. Developed brand positioning and go-to-market strategy.

Kingston, Surrey, South West, Gb

• Responsible for defining the brand strategy and positioning for graze in the US – brand awareness increased from 8 to 25%• Oversee all marketing communications inclusive of advertising, website, and emails• Manage multimillion dollar marketing budget inclusive of influencers, digital, social media, and PR programs that resulted in approx. 75MM annual impressions and 80+ article placements• Spearhead market research to identify core customer segmentation targets and understand behavior & needs to create relevant product and marketing campaigns• Develop shopper marketing programs for graze’s retail launch including in-store programs, digital apps, and merchandising displays• Localized product portfolio range, resulting in 26% higher consumer positive ratings of snacks• Created the marketing organization from the ground up and continue to manage + mentor a high performance team of 18

New York, Us

• Launched the restage of Godiva Truffles platform which drove double digit growth in 2013. Led product development strategy, launch execution, and 360 marketing programs across all channels• Manage 10 waves of product innovation per year on the Chocolate Case business representing 17% of the North American retail business• Identify need gaps and white space growth opportunities for company through post-launch assessment, competitive analysis, and consumer insights work

New York, Us

Manage key seasonal gifting businesses totaling over $50MM• Responsible for product development strategy, execution, and marketing programs across Valentine’s Day, Halloween, and Core Innovation Platforms• Successfully launched over 55 products from 2010- 2011• Led ideation of 2012-2014 global innovation calendar by conducting post-mortem assessment, competitive analysis & consumer research, facilitating concept brainstorm, and identifying need gaps/white space growth opportunities• Spearheaded the concept, strategy and execution plan for Godiva’s first-ever Valentine's Day Pop Up Store, driving incremental sales opportunity and garnering over 166 million PR impressions

Northampton, Gb

Avon Color Lip - Managed a $350MM global lip business across Asia, EU, LATAM, and NA. • Led 20+ project launches ranging from promotional to large-scale major innovations, and oversaw cross functional team to generate 96% on-time delivery• Developed innovation pipeline by analyzing market trends/dynamics, obtaining consumer validation of concept ideas, and identifying opportunities/need gaps to recommend portfolio plan.• Collaborated with commercial markets to launch 360 activation activities with consistent messagingColor Trend - Managed a $360MM value brand across all segments (lip, eye, face, nail) with strong focus on EU and LATAM regions• Led ideation of 2011 and 2012 global innovation calendar through coordinating extensive post-mortem assessment & competitive analysis, facilitating concept brainstorm, and identifying need gaps/white space growth opportunities• Developed a brand planning strategy to continue double-digit sales growth through identifying consumer analytics, market trends, and company priorities

Blackfriars, London, Gb

Managed a $30MM global innovation project for entrance into a new product category• Facilitated work with cross-functional project team to ensure milestones reached• Led analysis of consumer research to assess concept-product feasibility and determine consumer segmentation, optimal mix, and business opportunity• Spearheaded the ideation of range and variant concepts, as well as the writing of all pack copy• Led agency partners through the creation of advertising campaign and 360 communication planPlanned and executed the restage and price increase of the Vaseline lotions business, involving the launch of a new brand positioning through changes in packaging, graphics, and BOP copy• Led full cross functional team and mapped out innovation timeline to deliver project in fast-tracked timing • Wrote concept and BOP copy for all variants in the range• Managed artwork production and conducted full supply chain run-out analysis for soft transition

New York, Us

• Conducted quantitative and qualitative research for major clients in the food, car, and electronics industries• Completed pro-bono project for a non-profit client, and delivered full package of new strategic brand positioning, updated logo and tagline