Hired to upgrade and streamline cross-functional communication strategies across internal teams and agency partners to fully integrate all stakeholders. Redeveloped brand guidelines/style guide and set up parameters for marketing integration, P&L management, rebranded 45 packaging SKUs and strategy hierarchy for new growth in retail and dot com.
Oversaw rebrand of portfolio architecture, logo, packaging, voice & tone with GTM merchandising strategy.
Led product launch integration of 45 SKUs/ASINS cross-functionally to 20 marketers, sales, vendors and agencies via Project Launch Tracker across USA, UK retail, eCom, Amazon, CRM, PR, Influencers, Dev/IT.
Integrated all Performance Marketing campaign KPIs monitoring Google Analytics (visits, cpl, cac, conversion, AOV, LTV, email and SMS signups.
Directed five photo and video shoots increasing library of 3k assets (product, lifestyle & editorial).
Evolved brand strategy, style guide, campaigns via teeth whitening kit research of “Confidence” brand message impacting CAC, CRO, SEO, PDP, copy and social media performance metrics.
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