Project one featured a highly disruptive product in the competitive facial skincare category. Introduced a unique ultrasonic micro-infused delivery method. Managed all formula creation according to SOP’s and curated primary and secondary packaging. Responsible for all creative asset production, product, and website copy, and shaped the unique selling proposition. Spearheaded digital B2C creative assets for website design. Set sales strategy success metrics and go to market plans. Worked with cross-functional partners to ensure product was delivered on time, within budget and in accordance with quality standards, including compliance with mission and FDA regulation. Project two involves a highly innovative approach to the sunscreen category that will ultimately change the way people view sun protection and anti-aging forever. Curated a library of scientific references that identified the shortcomings of the current crop of offerings to credibly reinforce our key point of differentiation. Established a “hit list” of influencers whose opinions expressly aligned with the market whitespace. Actively participated in development meetings and product testing. Researched leading skin cancer institutions and dermatologist symposiums in anticipation of world-wide launch. Crafted sales pitch for major accounts presentations. Reported directly to CEO on progress.

Set-up infrastructure for development and launch of a brand-new category within the beauty industry to include graphics, marketing, sales, and operations departments. Also initiated programs for a existing brand in serious decline resulting in a rapid financial turnaround. Created multi-channel and multi-layer campaigns.Negotiated costs down by forty percent on key ingredient, taking a financially unworkable venture and turning it into a viable and profitable offering with broad appeal. Created all packaging and materials within an extremely narrow budget. Procured Amazon as a business partner in the highly coveted Pro Beauty segment and fast-tracked the product to market. Presented brand to top-tier independent and national distribution in the beauty industry. Directed website development from the ground up including concept, drafting copy, selecting visuals, and managing SEO best practices. Initiated digital ad campaigns, newsletters, and all sales and marketing strategy. Increasing SEO and search performance for homepages, product pages, and owned content. Regularly utilized analytics to verify A and B hypothesis. Hired inside/outside sales representatives and managed cross-functional teams. Met with key accounts and established a tiered pricing structure to incentivize resellers leading to double digit sales growth for the world's number one line of luxury wigs.

Directed marketing and social media/influencer team, domestic distribution, and operations on behalf of pioneering beauty brand. Implemented strategies and processes for marketing, sales, and operations; increased communication and cross-functional collaboration to meet overwhelming demand for new product category.Created and launched unique stylist “advocate” program for brand, which drove awareness across social media. Managed trade show efforts to showcase company’s innovative product. Interacted with potential industry partners and customers; examined market trends and opportunities to extend brand reach. Negotiated competitive terms with contract fulfillment center to distribute haircare industry’s leading product reducing costs and increasing efficiencies.

Initiated and led marketing efforts for premium, world-renowned manufacturer of eye, brow, skin, and hair products. Built comprehensive in-house marketing and graphics department focused on creating synergistic advertising, promotions, how-to videos, websites, and trade show booths to support compelling brand with deep consumer relevance. Directed professional efforts of staff, including performance management and established high performing culture of accountability for what has become $50M company doing business in over 70 countries. Utilized sales analytics to determine best practices for digital and email marketing.Negotiated pricing and placement for print and on-line advertising for both professional and consumer channels. Designed trade show booths, drafted newsletter, packaging copy, and email blasts. Collaborated with operations and finance to ensure effectiveness and integrity of pricing structure. Linked the diverse product offerings of the multiple companies within the company's ecosystem. Ensure all programs have completed development briefs, and master product fact sheets. Initiated product diversification efforts to expand company’s presence in cosmetics industry, which included marketing USP and product packaging. Hired and managed NY-based public relations firm. Created ReGenesis, a line of haircare products to revitalize fine and thinning hair. Set success metrics and trained sales team. Managed all packaging, copy writing, POP creation. Spearheaded creation of Nouriche, new product instrumental to enable company to maintain business in face of challenging regulatory issues. Diversified business to reach mass market via big box and mid-market retailers. Worked with mega-retailer QVC both domestically and abroad. Created custom advertising and marketing for international market. Presented RevitaLash product that generated $9M annually through that specific channel.

Led sales and marketing efforts for world’s largest manufacturer of ear piercing equipment and studs conducting business in 100+ countries. Developed proactive approach to reaching customers, including salons, gift shops, and retailers with CRM. Created incentive programs, territories, and commission structures to foster improved morale and accountability. Traveled internationally and attended trade shows. Secured shelf space from Target. Designed displays, developed new brochures, and product promotions.

Founded and launched sun care brand formulated with cutting edge ingredients and natural exotic extracts focused towards the salon industry. Built comprehensive operation for North America and Europe, which included sales, marketing, and distribution. Built, trained, and managed global distribution network with 500+ sales staff. Engaged graphic designers to create inviting and consistent packaging, brochures and other collateral that resonated with consumers and established lasting commitment to brand. Established and managed international business from office in Berlin, Germany.

Assumed increasing levels of authority via promotion for this skincare/haircare manufacturer with $140M+ in retail sales from professional salons and related industries. Built robust, thriving business to become #1 global brand in less than 2 years. Directed 90 person staff with 4 global divisions. Developed, managed, and reported on $6M marketing and sales budget. Grew and managed worldwide distribution network. Board member, Indoor Tanning Association. Responsible for P&L's, Sales Forecasting, and setting KPI's.Introduced line of sun care products in undeveloped market. Conceptualized and delivered compelling marketing and sales effort that included direct mail and telemarketing to place product on eight out of ten salons and yielded 70% market share. Personally sold product to 1,000 businesses in first 6 months. Directed annual product launches and with seasonally constrained development cycles. Traveled extensively to promote brand at global trade shows. Trained and motivated 140 domestic distributors with combined sales staff of over 2,000. Developed unique line of haircare products under the brand Alterna and established distribution network. Parent brand ultimately purchased by private equity firm that yielded $88M cash payout to owners.