THE SHERWIN-WILLIAMS MANUFACTURING COMPANY

Category Strategy & Commerce Marketing Manager

Laura Ashley USA

•	Develop new business opportunities and provide direction for $200 million licensing division to include overseeing contract negotiations, developing sales presentation for business unit, trademark registrations, territory distribution management and strategic planning for more than 100 categories. 
•	Interview and screen prospecting partners for hiring of broker or licensee roles. Manages process to ensure overall capabilities, finance status, infrastructure, and objectives are acceptable for licensing program. 
•	Fully developed and implemented policies, procedures, and processes for new strategic business unit, which enabled organization to effectively penetrate the online retail and wholesale channel of distribution. Analyzed monthly financials to determine profitability of business unit.
•	Improved revenue by 65% through communicating, organizing, and negotiating of wholesale contracts to obtain new business relationships. Establish key metrics and review financials of potential partners to ensure licensing program readiness,
•	Manages licensing business in South America for 14 years. Work closely with executive leadership team, third party vendors, legal counsel in Brazil to secure approval of licensing contracts through the Brazilian INPI. 
•	Grew licensing organizational business by 30% during slow economic climate. Territories were expanded, distributions increased, and partnerships renewed due to maintaining relationships, effectively utilizing business plans and identifying white space to create growth opportunities that improved overall sales.
• Solely manages business process, price development, product merchandising and on-boarding of Laura Ashley home goods for accounts such as Wayfair, and Houzz.com. Communicating and providing leadership to internal teams on all methodologies for technical knowledge, scheduling, and developing contingency plans for change management.

Brand Licensing Business Manager (Strategic, Contract & Category Management)

dFord Marketing

Managed and prepared strategic plans for small businesses within the North Carolina area. Provided marketing creative direction for new products, packaging, and promotions. Developed program parameters for sponsors and new investors.

Freelance Marketing Director

•	Managed product development process for 65 categories. Provided trend insight, design and product inspiration to licensees to ensure new products were brand appropriate and on-trends. Provided more than 500 approvals monthly for women’s apparel, accessories, home decor and children’s fashion
•	Provide research, sales data, success stories, and buyer details to licensing partners to assist with securing product and program listings at “key” retail accounts in domestic and global markets. 
•	Track quarterly and annual sales performance to identify opportunities, growth trends, and sales variances for all licensees. 
•	Established new distribution with Macys.com which allowed the brand to secure online programs for women’s accessories, home décor and children’s fashion. 
•	Managed licensing business in South America for 10 years. Worked closely with legal counsel in Brazil to secure approval of licensing contracts through the Brazilian INPI. 
•	Secured partnerships in niche categories for North American territories. 
•	Provided 35 licensees with category information and tools to help them establish programs with new retailers for department, off-price, and online accounts.
•	Reduced company freight cost by 75% through managing international shipment process for products sold via LauraAshleyusa.com.

Brand Licensing Manager (Business & Product)

AAA Carolinas

•	Managed and prepared strategic plans for insurance and car care marketing divisions. Lead person for complete development of business infomercial. Created full integrated advertising campaign to promote new products and services.
•	Provided creative briefs for development of digital marketing ads, direct mail, in-store point of purchase materials, billboards, and consumer advertising.
•	Created 30-minute infomercial, along with five public service commercials for car care centers in North and South Carolina. Utilized integrated marketing tools to increase brand awareness and to generate incremental sales for multiple business division.
•	Increased revenue by 25% through successful strategic planning and implementation of marketing campaigns that included advertising via broadcasting, digital, print, and radio.

Marketing Manager

BestSweet Inc.

•	Managed the entire product life cycle from strategic planning to tactical functions for nutraceutical products. 
•	Ensured product management process was effectively executed for research, development, manufacturing, and launching of new merchandise to the marketplace. 
•	Created premium nutraceutical and confectionary products with great features and benefits for new and existing consumers.
•	Worked with chemist and flavor vendors to create product formulation for new nutraceutical and confectionery items. 
•	Developed promotional plans and calendars per trade account which led to an average increase of 25% in nutraceutical sales.
•	Prepare design briefs for development of point of purchase displays (wing racks, PDQs, bins, floor displays, and counter displays) for food, drug, mass market, and c-store classes of trade.
•	Managed and approved all print production packaging units with 100% accuracy rate.
•	Responsible for development of private label packaging graphics for major accounts, such as CVS, Target, Wal-Mart and Kroger. 
•	Managed packaging compliance for drug-related products based on FDA requirements. 
•	Developed and presented strategic direction and national marketing plans to sales executives. Implemented and executed custom product programs based on retailers’ demands. 
•	Created merchandising displays for shelving of products. Identified product mix for various classes of trade (food, drug, mass and convenience stores).

Marketing Product/Project Manager (PRIVATE LABEL)

BIC Corporation & Sheaffer Pen

•	Consistently developed and launched new consumer product goods for international markets which led to annual sales growth by 25% lighter division. 
•	Lead the product management process through market research, manufacturing, and launch of new merchandise to the marketplace. Responsible for ensuring proper development of product quality, features and benefits of new products. 
•	Developed copy for trade and consumer advertisements, selling and promotional materials, and point-of-sale displays.  
•Prepared comprehensive quarterly consumer movement reports indicating IRI 12-52 week sales performance in food, drug, mass and convenience store classes of trade. Created merchandising displays for point of purchase/point of sales.
•	Achieved record setting results (first time in history of company that new technology products were developed and launched ahead of schedule). Exceeded annual sales goals by 25% for newly released products.
•	Successfully managed $1 million marketing budget without exceeding expense requirements. 
•	Established product cost and pricing to consistently meet revenue and profitability goals.
•	Developed and presented strategic direction and national marketing plans to sales executives at annual sales meetings.
•	Led cross-functional teams through development of new fine writing instruments for international territories. 
•	Provided product roadmap timelines for external teams and senior management. 
•	Conducted research via focus groups, ad hoc, consumer surveys, mall intercepts and industry analysis. 
•	Worked with external vendors to develop trade show booths for global stationery events. 
•	Provided continent managers with effective and consistent brand messaging to help build image and awareness worldwide. 
•	•	Effectively communicated brand requirements based on strategic plans, sales history and research to marketing and sales teams throughout Europe, North America, South America, EEMEA and Africa.

Global Marketing Management & Associate Product Management

Hearst Corporation Service Center

Co-managed logistics/operations department servicing book and magazine publishing companies. Prepared schedules for new releases. Set up titles and advanced information in database system for submission of sales.

Assistant Manager (Books Division - Orders & Operations)

Accomplished, growth-driven management professional with stellar record of success conceptualizing and directing strategic brand licensing initiatives in ever-changing, domestic and global environments. Intuitive leader with acute business acumen and expertise in business management, category management, product development, channel management and market penetration. Excellent at aligning core business, revenue, and goals to enhance ROI. Business strategist, devising effective communications/plans to help grow online and brick and mortar sales in North and South America.


Laura Ashley Inc. – Fort Mill, SC					 2007 – Present
Licensing Brand Business(Strategic & Category Management)- (2013-Present)
Licensing Business/Online Wholesale/Contract Management (2013-2020)
Licensing Brand Product Manager - North & South America (2007-2012)

Licensing Business Management
Category Management
Contract Negotiations & Management
International Licensing
Licensor Brand Extension
Online Wholesale Management
Business Development
Consumer Products Licensing
Entertainment and Character Brand Licensing
Sports Licensing (NFL, NHL, & WWE)
Licensing Agency Management
Logistics Management
Amazon Brand Registry and Amazon Storefront via Seller Central Platforms

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