Working on many brands has given me exposure to all areas of brand management. On some brands, I spent the majority of my time managing the product portfolio while on others I led the marketing planning and program execution. I gained ownership of the brand vision, positioning, and overall general management as I excelled through my career.

Vision & Purpose
Futuristic Trends, Challenging Orthodoxies, Corporate Assets / Patents, Innovation & Acquisition Strategy, Partnerships, CAPX, “Size of Prize”

Brand Positioning
Segmentation,  Consumer / Need State Insights, Brand Values, Brand Personality, Brand Architecture, Brand Benefits, Competitive Market / Landscape

Business Objectives
Market Share, Revenue, Profit & Loss

Brand Strategy
Ensure Alignment to Brand Positioning among all Marketing & Product Initiatives, Integrate Marketing Initiatives to Support Product Launch, Develop Omni-Channel Approach

Marketing Strategy
Marketing Budget, Agency Management, Integration of Brand Architecture, “Big Idea” Development, Consumer Testing & Research, Omni – Channel Experience, Digital & Social Marketing, CRM / Lead Nurture & Conversion

Product Strategy
Product P&L, Product Roadmap, CAPX, Innovation Pipeline, Line Extensions, Product Renovations, Stage-Gate Process, Consumer Testing & Research, Packaging, Pricing, R&D, IT, Operations, Sales Forecast, Logistics

Measurement
Marketing:  Brand Equity Tracking, NPS / Satisfaction, HH Penetration, Trial & Repeat, Marketing Mix Models, Digital Metrics, Lead Scoring & Conversion, ROI

Product: Concept scores (Pre & Post), Speed to Market, Trial & Repeat, Satisfaction, Complaint Rate, Sales / Profit to Forecast