四川兴文苗乡：用一针一线记录民族文化

- Accountable for the short term and long term business health of a portfolio of brands worth $260M NCS.
- Sat on SBU Leadership team to influence business decisions across $1B Home Care portfolio.
- Owned integrated marketing plan development across TV, digital, social, PR, and shopper marketing for both general market and Hispanic consumers.
- Led business strategy work, along with new brand purpose and positioning development.
- Led a “studio” team of 19 specialists across… 展开

- Accountable for the short term and long term business health of a portfolio of brands worth $260M NCS.
- Sat on SBU Leadership team to influence business decisions across $1B Home Care portfolio.
- Owned integrated marketing plan development across TV, digital, social, PR, and shopper marketing for both general market and Hispanic consumers.
- Led business strategy work, along with new brand purpose and positioning development.
- Led a “studio” team of 19 specialists across Marketing Communications, Brand Management, Global Insights, R&D, and Sales. 收起

- Accountable for the short term and long term business health of a portfolio of brands worth $200M NCS
- Owned integrated marketing plan development across TV, digital, social, PR, and shopper marketing for both general market and Hispanic consumers.
- Uncovered a new consumer micro target for Pine-Sol to unlock growth for a declining brand in a growing category. Pine-Sol saw its first share gain in almost 4 years.
- Led cross-functional teams to develop the long-term new product… 展开

- Accountable for the short term and long term business health of a portfolio of brands worth $200M NCS
- Owned integrated marketing plan development across TV, digital, social, PR, and shopper marketing for both general market and Hispanic consumers.
- Uncovered a new consumer micro target for Pine-Sol to unlock growth for a declining brand in a growing category. Pine-Sol saw its first share gain in almost 4 years.
- Led cross-functional teams to develop the long-term new product pipeline for each brand – includes partnering with Target to launch the first naturally-derived cleaner in pump form (Green Works Pump ‘n Clean), partnering with Dollar General and Family Dollar to expand Clorox Fraganzia into adjacencies.
- Managed two Associate Marketing Managers. 收起

- Led the development of a consumer needs focused 5 year innovation strategy to create a pipeline to drive 3 points of growth from innovation across the $870M NCS Home Care business.
- Developed dozens of new product concepts for qual and quant consumer testing
- Led the marketing plan creation, P&L and business case development, pricing reco, and packaging development for the commercialization of new product launches worth >$20M INCS.
- Led a team in the front end exploration of… 展开

- Led the development of a consumer needs focused 5 year innovation strategy to create a pipeline to drive 3 points of growth from innovation across the $870M NCS Home Care business.
- Developed dozens of new product concepts for qual and quant consumer testing
- Led the marketing plan creation, P&L and business case development, pricing reco, and packaging development for the commercialization of new product launches worth >$20M INCS.
- Led a team in the front end exploration of consumer needs and macro trends to fill new product pipeline.
- Repositioned successful Latin American Clorox fragrance brand (Poett) against the US Hispanic Consumer. Clorox Fraganzia hit Project Year 3 projections in 1st year and is now a platform for growth with Dollar General and Family Dollar.
- Launched platform of Clorox equity cleaning products with Spanish dominant labeling targeted at the low acculturated US Hispanic Consumer, leveraging insights from Clorox Mexico.
- Managed two Associate Marketing Mangers. 收起

? Responsible for $20M marketing budget that helped drive 2 years of record sales to $200M NCS.
? Led the development of Brita brand strategy and new brand architecture/DNA
? Drove the development of Brita’s Integrated Marketing plan (FilterForGood) that included:
- Being on the cutting edge of social media for Clorox – first Clorox Facebook and Twitter
programs
- Starting the Brita Music Strategy – partnered with Dave Matthews Band… 展开

? Responsible for $20M marketing budget that helped drive 2 years of record sales to $200M NCS.
? Led the development of Brita brand strategy and new brand architecture/DNA
? Drove the development of Brita’s Integrated Marketing plan (FilterForGood) that included:
- Being on the cutting edge of social media for Clorox – first Clorox Facebook and Twitter
programs
- Starting the Brita Music Strategy – partnered with Dave Matthews Band, Pandora, U2, Lady
Antebellum
- Partnering with the Sundance Film Festival to eliminate 50,000 bottles of water
- Developing new TV advertising
? Owned “little i” innovation – launched Brita colored pitcher series which became top sellers at Target.
? Managed a team of three Associate Marketing Managers. 收起

? Marketing and sales responsibility for 8 Clorox brands across Costco, Sam’s Club, BJ’s, Home Depot, Lowe’s, Family Dollar and Dollar General totaling $230M NCS. During tenure, sales increased by +8% vs YA.
? Owned channel-specific innovation for Costco and Home Depot, including Kingsford Competition Briquettes, Hidden Valley HomeStyle Ranch dressing, KC Masterpiece Competition Style barbecue sauce, Brita Vintage Pitcher (highest selling pitcher at Costco), and innovative Cat Litter… 展开

? Marketing and sales responsibility for 8 Clorox brands across Costco, Sam’s Club, BJ’s, Home Depot, Lowe’s, Family Dollar and Dollar General totaling $230M NCS. During tenure, sales increased by +8% vs YA.
? Owned channel-specific innovation for Costco and Home Depot, including Kingsford Competition Briquettes, Hidden Valley HomeStyle Ranch dressing, KC Masterpiece Competition Style barbecue sauce, Brita Vintage Pitcher (highest selling pitcher at Costco), and innovative Cat Litter packaging.
? Managed team of four across Marketing, Sales, and Product Supply.
收起

? Led team to launch refrigerated ranch dressing with a 60/40 win vs leading competitor, custom packaging design, and integrated marketing campaign.
? Developed advertising strategy and campaign with the highest efficiency score in history of Hidden Valley advertising.

- Launched new packaging graphics and bottle shape that was better aligned with consumer target.
- Launched two improved formulas and recommended long term pipeline of line extensions.
- Owned monthly share and consumption topline reports.