WIT Consulting

Strategic Marketing Consultant

Elemental Beverage Company

Hired as  consultant to partner on the development of the business and product strategy for a groundbreaking cold beverage technology platform that had yet to achieve market recognition and established revenue.  By December 2018, with our company vision, brand strategy and product roadmap established, I took on the role of CMO and drove the rebranding and relaunch of the company in April 2019. Acting as both CMO and marketing team of one, the 4 month relaunch process encompassed:

- Agency/Consultant  RFP’s and selection for Branding, Packaging, Public Relations and Social/Content Strategy

- Ownership of brand creation and realization from visual identity, communication strategy to multi-channel expression (Packaging, print, website, digital media, physical/event assets) 

- Development of an aggressive Public Relations strategy to capture both specialty coffee and food and beverage industry interest and establish our credibility as a bold and disruptive beverage innovation
 
- Package selection and setup of all digital assets to support e-commerce B2B and B2C CRM

- Oversight and stewardship of our debut at the Specialty Coffee Association Expo - comprising 14,000 attendees and 500 exhibitors from around the world  

Results: 

- Established and trademarked a differentiated category in the multi-billion market of cold coffee: Snapchilled Coffee

- High profile coverage in both trade and general consumer publications that led to an inbound interest from Whole Foods Global resulting in a 40-store test with Whole Foods New England 
     - Coverage included: Food & Wine Magazine, BevNet, Gear Patrol, Daily Coffee News, Robb Report
 
- Design industry recognition for our unique approach to packaging Communication Arts, The Die Line

In 2020 we launched a co-packing solution to expand the penetration in the cold coffee category. In March 2020 pivoted focus to co-packing to support roasters and changing dynamics in retail due to pandemic.

Consultant / Fractional CMO

Medullan

Medullan, Inc. is a leading digital health firm that designs and builds outcomes-driven solutions that have direct and measurable impact in the healthcare industry.  Fueled by a passion for health, a desire to positively challenge the healthcare paradigm, and a culture of accountability – Medullan works with payer, life sciences, and pharmaceutical clients to build solutions that create measurable business value and positive impact in the lives of their customers.
 
Accomplishments: 

•	Stood up a multi-channel, data driven, Lean marketing practice at digital health consultancy serving Fortune 50 Payer, Life Science and Provider clients.  

•	Lead all marketing efforts, managing the positioning of the company and brand in the marketplace, public relations, digital presence on owned, earned and paid media channels, content strategy and production, event strategy, and outbound/inbound sales efforts.

•	Led brand repositioning efforts resulting in a new brand identity and relaunch of corporate site in January 2017

•	Developed strategy for public relations efforts (messaging platform, SME development & media coaching, press releases) which resulted in key placement of company thought leaders in STAT News, Information Age, Life Science Leader, MedCity News, Inc. and more. 

•	Deployed persona & analytics-driven marketing approach to identify channel effectiveness utilizing Hubspot and Salesforce automation toolsets 

•	Results: $2.5MM top line revenue from marketing-attributed activities, site traffic increases of 30% YOY and 3.5x ROI on event investments. 

Vice President, Marketing

Mobext (Havas Media Group)

Mobext is the mobile marketing agency within Havas Media. We help brands navigate  their efforts to reach an increasingly mobile consumer. We are consultants, ideators, builders and creators.

•	Senior strategic lead for all mobile marketing efforts across all of Havas Media USA clients including Autozone, Blue Cross Blue Shield, Choice Hotels International, DISH Networks, Fidelity Investments, McDonald’s, Remy Martin, Reynolds, Sears Holding Company, and Tyson Foods

•	Grew client investment in mobile initiatives to achieve average agency revenue increase of 42% YOY

•	Identified early stage, venture backed mobile ad technology partners for client engagement, resulting in award-winning results  

•	Co-developed rapid- prototyping hackathon event, engaging clients across NY and Boston offices to embrace new models of solution development through minimum viable prototyping processes.  Event resulted in development of 4 new products and apps, generating positive client feedback as well as strong ROI

Senior Vice President, Director - US

Mobext is the mobile marketing network of Havas Media. The network’s main mobile marketing services include mobile internet consulting and development messaging applications, mobile device advertising,mobile video, services and applications.

•	Established the pricing and engagement model for Mobext’s core service offerings including media strategy and deployment, app/site development and consulting services, delivering 82% revenue growth in first year
 
•	Identified and developed agency operational/staffing models – growing team from 3 to 11

•	Responsible for agency Public Relations efforts resulting in increased recognition of our agency by Digiday, Mobile Marketer, BIMA, MITX, CMA and The Ad Club

Vice President/Director - Mobile Marketing

Hill Holliday

Account lead on Liberty Mutual Insurance for specialized B2C digital marketing efforts aimed at increasing client’s awareness amongst Millennial target

- Coach of the Year: Sold in and deployed creative and technical overhaul of site including deployment of key social technology integrations such as Facebook Connect and Twitter across both site and media

- 2099 Racing Game: Partnered with RED Interactive to create futuristic online multi-player  game that integrated Liberty Mutual’s auto insurance products into the racing experience. Winner of W3, FWA and WMA Web Award

Vice President/Management Supervisor

Arnold Worldwide

> Account lead on RadioShack and Babies R Us for strategic online activity, including online advertising(OLA), email, and site-side marketing efforts

> Responsible for the profitability and growth of clients' advertising budgets, totaling $5M

> Manage the cross functional Radioshack and Babies R Us teams of 18 and 9 respectively

Management Supervisor

Modiv Media, Inc.

Venture-funded (Oak Investment Partners) innovator in the mobile payments market.

Director - Product Marketing  
> Delivered market analysis and strategic recommendations regarding key market segments and opportunities to Senior Leadership team. Developed and managed product lifecycle strategy, including launch, maintenance, feature enhancements, roadmap and partnerships
> Created strategy, direction and goals for product positioning, promotion, pricing, advertising, and marketing communication efforts, including mechanisms to measure ROI. 
  
Director – Marketing Operations(September 2005 – November 2006)  
> Built and executed targeted cross-channel mobile marketing strategies for consumers and merchants utilizing mobile marketing, rewards and payment products
> Developed client services model and implementation processes encompassing strategy selection, creative development, channel execution and site installation  
> Managed team of 4 cross-functional direct reports

Director - Product Marketing

Digitas

Manage Big 3 automotive account’s multi-channel lease retention and acquisition programs Responsible for the development and execution of all customer contact strategies across direct mail, Web, and telechannel

> Developed and managed ongoing cost and execution optimization efforts, cutting time to market by nearly 50% and reducing overall treatment costs by 40% 

> Identified, developed, and launched competitive lease acquisition marketing program, generating ~$450K in additional fee revenue. 2003 pilot's success led to scope increase in 2004 of 67%

> Proven experience and partnership with customer research and analytics teams in identifying key customer segments, target audience characteristics/insight as well as program test design to guide continuous strategy optimization

> Manage and mentor a direct staff of 4 junior marketing associates plus an extended multifunctional team of 15

Associate Director

FUJIFILM Holdings America Corporation

> Successfully managed $60MM P&L of removable magnetic and optical media product line
> Developed and executed product positioning and pricing for multiple national accounts across a
variety of key channels (retail, catalog, and web)
> Launched innovative “industry firsts” in both package design and promotions for premiere Zip™
disk product line, driving both prominent placement and record sales at in major retail accounts
such as Staples, CompUSA, Best Buy, and Wal-Mart
> Profitably managed OEM relationships, augmenting product line with emerging optical recording
technologies

Associate Product Manager

MicroWarehouse

Software product pricing, marketing and sales management

Assistant Product Manager

Award-winning, technology-focused marketing executive who’s passionate about building strong
brand connections between companies and those they serve. I deliver strategic marketing, brand
development and integrated communications plans for established and emerging technology
companies. I’m a self-starter, a team builder, and a tireless advocate for helping my clients fulfill
their potential. 

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