H&H Group

- Global Pet Nutrition & Care Marketing Lead
- North America representative to the H&H Group Brand Council

Vice President Marketing - H&H North America

Forbes Communications Council

Official Member

Solid Gold Pet

- Designed, hired, and mentored a high-performing marketing organization, including the successful integration of Solid Gold team.
- Successfully repositioned Solid Gold rooted in consumer insights, delivering an increase of premium brand perception from 32% with existing positioning to 68% with new positioning and an increase on purchase intent from 38% with existing positioning to 62% with new positioning. The new brand positioning proposition was key in getting distribution back on Pet Specialty, and expanding into Mass.
- Delivered 2X revenue target from innovation in 2023, revamping the full dry line and successfully rebalancing the portfolio towards high growth, innovative form factors.

Vice President Marketing

Zesty Paws

Recruited by the CEO to architect brand building and category growth of Zesty Paws, a digitally native, fast-growing brand of functional supplements for dogs and cats. In October of 2021, Zesty Paws was acquired by H&H Group in a record 6X deal. 

Leads growth and brand marketing, shopper marketing, strategy, product innovation, development and launch, category management & Consumer insights, creative and customer care. Drove Zesty Paws brand to #1 pet supplement brand in the US certified by Euromonitor.

- Designed, hired and mentored a high-performing marketing organization, including the successful integration of Solid Gold and legacy H&H teams.
- Launched the Company’s first national omnichannel TV advertising campaign to drive brand awareness and revenue growth in the US. Creative tested with Link™ with 83% short-term sales potential and delivered positive ROAS.
- Doubled sales on DTC channel YoY, driving AOV up by 24%, conversion rate growth by 29%, and traffic increase by 41%. Overhauled site experience with a focus on engagement and conversion.
- Managed all paid media including PPC, Paid Social, and Amazon DSP with ROAS positive results
- Implemented a disciplined approach to product management, including stage gate-driven process, strategic product roadmap, innovation and consumer insights, and post-launch success tracking.
-Supported successful retail expansion of this digitally native brand, achieving leading brand positions at Walmart, Target, PetSmart, and CVS, and led the successful launch of Zesty Paws in the Club Channel.

Vice President of Marketing

Coravin

Chosen by CEO to architect category creation and drive brand awareness of this transformational and exciting new product for wine lovers. Leads global consumer marketing and communication, customer marketing, digital marketing, e-commerce, product development and customer care. Directs eight employees. 
• Launched Company’s first national omnichannel advertising campaign to drive brand awareness, and to support retail penetration and revenue growth in the US.
   -Increased distribution footprint at major retail partners from partial to full store, supporting 36% CAGR in 4 years.
   -Creative recognized by Link™ testing as among Top 5 products with 93% short-term sales potential.
   -Increased unaided brand awareness from 0% to 7%, and aided awareness from 0% to 21% in three years in a breakthrough/ new category.
• Instituted a growth hacking method based on fast testing to build, engage, convert and retain the Company’s user base to optimize site performance, increasing global e-commerce revenue 17% YOY in 2019.
• Absorbed Global E-Commerce in March 2019, transitioning from one storefront to six and launching two new sites, for a total of eight, representing 17% of total global revenue in 2019.
• Led Coravin’s first appearance at the Consumer Electronics Show in Las Vegas, driving two billion impressions globally and earning three awards – CES Innovation, Techlicious Top Pick, and GottaBe Mobile Excellence Award.

Vice President of Marketing  & Global Ecommerce

Newell Brands

Initially recruited to manage Licensed brands initiatives. Chosen by President of Jarden quickly after to drive innovation and growth in a multi-category, multi-brand group. Led consumer marketing, product development, communication, brand management, and category management. Directed team of eight employees.
* Increased brand revenue 50%, from $200M to $300M in three years.
* Created and launched product line featuring Ceramic Infused DuraCeramic™ non-stick coating, a complete innovation in the contact cooking category, generating $30M sales and #1/#2 share positions in top categories.  
* In addition to fueling top line growth, Duraceramic boosted profitability by eliminating deep promotional cadence, while propelling Oster to a leadership position in Contact Cooking.
* Designed innovative “Thanksgiving Headquarters” digital campaign, focused on answering consumer questions about preparing Thanksgiving dinner, increasing revenue 270% and increased web traffic 200% (sessions), engagement 21% (time on page), and Mobile sessions four-fold.
* Channeled voice of customer insights to introduce channel specific features and pricing strategies on electric roasters, maintaining this key seasonal $12M category and 75% category share on a multi-year basis.
* Optimized innovation in the Digital space, partnering with Buzzfeed’s channel “Tasty” to introduce new products and generate success that drove in-store placement.

Director of Marketing

Spectrum Brands

Transferred at request of CEO to lead the Latin America team, and to introduce new products or product extensions following Spectrum’s acquisition of Applica Consumer Products. Led product development, launch, marketing, advertising and promotion. Directed team of four employees.
* Led up to 150 global product development and channel projects annually. Launched dedicated products for Latin America, as well as US product adaptions, contributing $14M top line revenue and $3M profitability.
* Penetrated small appliance category in Brazil, launching nine new products, and generating $1.5M revenue. 
* Revamped and relaunched vacuum cleaner category across Latin America with line of seven new products, delivering $3.5M in first year.

International New Product Development Director - Latin America Region

APPLICA CONSUMER PRODUCTS/ BLACK & DECKER APPLIANCES then SPECTRUM BRANDS

MARKETING DIRECTOR
Promoted to design and execute aggressive growth strategies for this exclusive licensee of Black and Decker brands. Led strategic business planning, brand management, product development, product innovation, sourcing, vendor management, marketing, advertising, and promotional assets. Directed team of six employees.
• Designed strategies to reverse negative trend of George Foreman. Re-allocated design and tooling resources to Company products, boosting sales at key customer 20%. 
• Grew revenue 19% YOY for Breadman, 16% YOY for Juiceman, and launched Farberware brand at Walmart, generating $10M in first year.

CATEGORY MANAGER | MARKETING MANAGER, 2005 – 2007 
SENIOR PRODUCT MANAGER | PRODUCT MANAGER, 2002 – 2005 
Recruited to launch small kitchen appliances under the Black and Decker Brand into new business channels. Later selected to guide continued growth of Black and Decker brands, expanding portfolio to include coffee makers. Led brand management, marketing, product launch, advertising and promotions. Directed four employees
• Grew Black and Decker Gizmo product line from one to four products, driving revenue from $6.3M to $29.7M. 
• Launched Black and Decker jar opener as a category creator, generating $33.7M in first two years. 
• Propelled Black and Decker Metal Blender to #1 ranking in US and Latin America two years after launch, delivering $5M incremental revenue, and displacing top competitor in 80% of accounts across Latin America.

Marketing Director - Product Development & Sourcing US Region

Keurig, Inc.

Recruited to design and implement a new lead generating and management system.
• Created, communicated and managed $100K per year in sales incentives and programs tailored to a network of 200+ distributors. In three promotional waves, the incentive programs generated 23% of the units sold in 2001.
• Led creation, editing, and distribution of Keurig Brewed, the internal bi-monthly newsletter, including layout, content, and photographs, distributed to all employees, distributors and roaster partners.

Marketing Manager of Communications and Promotions

Nestlé S.A.

•	As Senior Brand Manager Nescafe® and Team Leader for the implementation of the "Nescafe One-Brand Plan" in retail and foodservices in Venezuela (pilot project for Latin America), developed and launched new coffee products with a marketing campaign that became a case study for brand penetration, establishing Nescafe as a leading coffee brand in the country within 1 year of launch.
•	As Brand Manager Nestea®, executed the first in-pack promotion of the category, “Nestea Cool”, achieving a 148% sales increase (V. PY Volume) and set a historic sales record in volume 196% higher than the previous record. This promotion introduced a new permanent format in the retail distribution channel with 66% more volume per pack. By year-end, the total sales increase was 30% V PY record volume. Developed and launched a new flavor in the market (Peach) in 1997 that increased the brand's total annual sales by 26%. By year-end of 1998, peach represented 25% of total sales with little to no cannibalization Vs. existing flavors
•	As Brand Manager Nesquik®, designed, planned and implemented the early adoption brand strategy "Nesquik Generation" which contributed to increased brand awareness (+15%), and buying intention (+6%) by year 2, and drove brand’s Market Share position from #7 to #3 by year 3.
•	Promoted from Brand Manager Nescafe®, Nestea®, Nesquik® and other Nestle brands

Senior Brand Manager – Nescafe®

Creative Global Marketing Executive with entrepreneurial approach to product and market innovation, brand management and consumer insights across consumer-centric markets. 
Visionary and decisive leader, who masters the intricacies of targeted segments, analyzes external forces that impact performance, and transforms the value proposition across diverse product portfolios, turning brand opportunities into profitable revenue growth. Cultivates strategic partnerships, instills trust among senior leaders, and places winning hearts and minds as the predecessor to profits and growth. Fluent in English and Spanish.

Personal Attributes: Strategic growth architect, who levers research, data, and analytics, coupled with a deep understanding of the consumer and market landscape. Positive, resourceful, and encouraging.

Executive Competencies that Build Corporate Success
- Strategic Business Planning | Execution
- Revenue | Profit Growth
- P&L | Budget Management
- Omnichannel Marketing
- Brand Awareness | Management
- Advertising | Promotion Campaigns
- Social Media | Digital Marketing
- Product Development | Innovation
- International Sourcing | Vendor Relations
- Voice of Customer | Consumer Insights
- Channel Strategy | Channel Conflict Management
- Team Leadership | Talent Management

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