AWARD-WINNING CONSUMER PRODUCT GLOBAL MARKETING EXECUTIVE

  • Proven global brand builder with expertise in digital and traditional media, content development and product innovation 
  • Innate curiosity and passion resulting in unique storytelling driving emotionally charged consumer experiences while enhancing brand loyalty and consumer value
  • Track record of success in delivering top and bottom line growth as well as constructing and executing turnaround strategies
  • Trusted organizational leader known for building and motivating high performing teams 
  • Effectively manage cross-functional teams that drive positive change and advance executive leadership and corporate strategy

PROFESSIONAL EXPERIENCE
COTY INC.; New York, NY                                              2007 – 2018
Global Vice President Marketing and Product Development, Sally Hansen (May 2014 – March 2018)
Led Sally Hansen’s global cross-functional 17-person team including Category Marketing, Digital and E-Commerce Strategy, Product Development/Innovation and PR/Influencer Marketing

  • Created long-term, strategically-led brand vision and road-map including a highly differentiated and consumer-insight led innovation pipeline of product, communication tools and consumer engagement initiatives along with channel and geographic expansion opportunities
  • Drove global brand turnaround including rebranding and repositioning of Sally Hansen in 2017 including uncovering brand founder’s story that in turn inspired the new logo, new platform of “Self-Made Beauty” and first-ever global brand campaign anchored by breakthrough creative entitled “Shetopia”; resulting in 500M+ earned impressions within first 5 days of launch with no working media dollars
  • Accelerated Sally Hansen’s category leadership in key markets including US, Canada, Russia, Australia, UK, Poland and Argentina while managing the launch, development and growth in key strategic regions in the EU and LATAM
  • Improved global P&L with oversight and accountability for topline growth, GM and OI improvements and non-working development budgets
  • Drove holistic, integrated marketing plans from concept to consumer that encompass 360 tool kits and playbooks including digital, social, native/organic, print and TV advertising, PR, in-store merchandising and animation/promotional strategies
  • Conceptualized and managed year-long brand partnership with Crayola that drove strongest category sell-out along with award winning creative and in-store execution including LIMA’s 2018 International Licensing Awards for Community Choice and Health & Beauty Aids 
  • Stemmed nail category decline and grew market share with the development and launch of the award-winning Miracle Gel Nail Color in ‘14/’15 exceeding net revenue target by more than 3.5x and garnering over 50 awards worldwide including Nielsen’s Breakthrough Innovation Award, making Miracle Gel the biggest color cosmetics launch in 5 years
  • Spearheaded digital renovation raising consumer awareness, engagement and loyalty, including the launch of the award-winning and breakthrough ManiMatch mobile app, helping Sally Hansen win InnoCos’s 2015 Best Beauty Brand Online and jumping rank to #12 in L2’s annual Digital IQ Index for Fragrance and Beauty
  • Implemented and led global cross-functional team charged with streamlining Coty’s nail category strategy and upstream product development initiatives 

Senior Global Marketing Director, Sally Hansen (March 2013 – April 2014)
Global Marketing Director, Sally Hansen (July 2011 – February 2013) 
Senior Global Marketing Manager, Sally Hansen (July 2010 – June 2011)
Directed Sally Hansen’s global nail color and personal care (bleaches, waxes and depilatories) segments, representing 75% of total brand net revenue, including portfolio strategy, P&L oversight, base business management, new product development and advertising/promotional tools

  • Directed global development, strategy and launch tool kits for the award-winning Salon Gel Polish, Salon Insta-Gel Strips and Salon Effects Real Nail Polish Strips, which became the #1 color cosmetics launch of 2011
  • Grew net revenue in the US and emerging markets, including Russia, Australia, Germany and the UK, by 30% and 25% respectively, by developing comprehensive category growth strategies and partnering with the local commercial marketing and sales teams
  • Created the comprehensive global digital strategy for the Sally Hansen brand including agency management, global brand website re-launch, tactical social media programs and digital templates for all markets
  • Led global marketing strategy for Coty’s nail segment across corporate portfolio of brands through implementation of cross-functional Nail Category Management Team
  • Oversaw the daily management, growth and development of five direct reports

Senior Global Marketing Manager, Sally Hansen (October 2009 – June 2010)
Led post-merger integration while overseeing global development and U.S. brand management for Sally Hansen’s personal care category (hand/foot care, bleaches, waxes and depilatories) including full P&L oversight, new product development and advertising/promotional tool creation/implementation and budget management

  • Evaluated and recommended integration strategy that improved marketing, innovation and commercialization practices and team structure 
  • Formulated category objectives and growth strategies across all channels of food, drug and mass distribution including a complete re-launch of the Sally Hansen hand and foot care products
  • Managed the comprehensive digital strategy and implementation for Sally Hansen including new agency pitch and selection resulting in website overhaul and tactical social media programs

Global Marketing Manager, Fragrances (January 2008 – September 2009)
Assistant Global Marketing Manager, Fragrances (June 2007 – December 2007)
Managed the global development and go-to-market strategy for Americana-inspired mass fragrance portfolio including Stetson, Tim McGraw and Faith Hill

  • Championed the global development and launch of Faith Hill’s fragrance portfolio finishing the year 6% over plan and ranked #3 in total category sales during peak Holiday season, capturing 3% market share
  • Oversaw contract negotiations, brand development and launch of new global fragrance portfolios for country music icons Tim McGraw and Faith Hill including brand ideation, fragrance and ancillary development, packaging, advertising (print, tv and digital) and launch/execution planning across all major markets
  • Developed first interactive digital campaign and experience for the launch of Faith Hill Parfums that actively engaged core fans, including a multi-season webisode series, integrated consumer contest and a robust social media/digital advertising plan
  • Successfully launched McGraw by Tim McGraw, Coty’s first direct-to-mass male fragrances brand, which performed 115% to plan, achieving top market share positions and garnering The Fragrance Foundation’s annual FiFi Awards for best Men’s Fragrance of the Year and best Men’s Packaging of the Year – Popular Appeal.
  • Recaptured #1 rank in mass-men’s fragrance segment by directing the re-launch of the Stetson fragrance portfolio, to target a younger consumer while protecting the core. Re-launch included new spokesperson Tom Brady, along with package redesign, new advertising campaign and new website, resulting in over 800% growth in average monthly site visits
  • Managed global P&L and post-launch analysis including Nielsen/IRI data to evaluate consumer response, repurchase rate and future volume projections for core and future initiatives across all brands

AVEDA (ESTÉE LAUDER COMPANIES); New York, NY                                       2002 – 2007
Assistant Marketing Manager, Styling/Hair Spray (July 2005 – May 2007)
Marketing Coordinator, Styling/Hair Spray (June 2004 – June 2005)
Marketing Consultant for Men’s Domain (June 2002 – May 2004)
Assisted in managing Aveda’s styling and hair spray categories, accounting for 20% of net revenue, and conceptualizing and launching Pure-formance for Men, the brand’s first foray into men’s grooming. 

  • Launched multiple premium priced styling products, including Pure Abundance™ Hair Potion, that performed 190% to plan and helped drove new innovation in the prestige hair styling category and various distribution channels including e-commerce, prestige salons, stand-alone retail store and department stores in Europe and Asia
  • Managed execution of hair styling and hair spray new product launches and base business online, including the brand’s launch into e-commerce incorporating online diagnostic tools and various other digital marketing programs and content
  • Led the research and development of Pure-formance for Men, Aveda’s launch into the men’s grooming category, including a comprehensive hair care and styling collection and a 3-year growth strategy including shave and skincare

ACADEMIC EXPERIENCE
FASHION INSTITUTE OF TECHNOLOGY; New York, NY                                                  2010 – 2014
Adjunct Professor

  • Developed new undergraduate course entitled “The Business of Beauty” for the Cosmetics and Fragrance Marketing division, focusing on the fundamental principles of marketing through the lens of the beauty industry

EDUCATION
FORDHAM UNIVERSITY GABELLI SCHOOL OF BUSINESS
M.B.A., Dual Concentration in Marketing and Management

  • Member of the Beta Gamma Sigma and Phi Kappa Phi Honor Societies

BOSTON UNIVERSITY QUESTROM SCHOOL OF BUSINESS; Boston, MA
B.S. in Business Administration, Concentration in Marketing            

LEADERSHIP/COMMUNITY/ASSOCIATIONS/SKILLS

  • Co-founder of AIPAC’s Fashion, Beauty, Retail and Communications (FBRC) affinity group
  • Member of the Executive Committee of the Boston University Hillel National Board of Directors (2007 – 2014)
  • Co-chair of Hazon’s New York Ride and Retreat (2011/2012)
  • Conversant in French and Hebrew
  • Enjoy long distance cycling, playing ice hockey, golfing, singing, and going to the gym