Senior Product Manager/ Consultant, Kaiser Health Plan @ Kaiser Permanente
B.S. - Cum Laude, College of Business and Administration, International Marketing and French @
Seasoned, broadly skilled healthcare, nutrition, skincare, and wellness brand marketing / product management professional. Proven track record in innovative product development and global product launches. Demonstrated success leading cross-functional teams working in diverse environments, from small tech start-ups to Fortune 500 complex, highly matrixed national and global organizations. P&L responsibility for $100+ MM budgets with 20%+ sales
Seasoned, broadly skilled healthcare, nutrition, skincare, and wellness brand marketing / product management professional. Proven track record in innovative product development and global product launches. Demonstrated success leading cross-functional teams working in diverse environments, from small tech start-ups to Fortune 500 complex, highly matrixed national and global organizations. P&L responsibility for $100+ MM budgets with 20%+ sales growth achieved. Knowledge of U.S. and Canadian consumer marketplace and international marketing experience. MBA in Marketing and Management; B.Sc. in International Marketing, B.Sc. in Nutrition/ Health Science. Proficient in French as a second language.
EXPERTISE: Management consulting, global brand marketing strategy and planning; new product innovation; channel / trade marketing; advertising, promotion, public relations; sales and customer training; consumer and healthcare practitioner insights; e-commerce marketing, SEO and social media; clinical nutrition, wellness and disease management expertise as a Registered Dietitian; healthcare / health tech innovation, project management; stakeholder relationship building and influencing; competitive market analysis; team building/leading; forecasting and budgeting.
Director of Marketing and Communications / Management Consultant @ Novus Health is a leading Canadian heathcare management technology organization that provides member wellness and health navigation solutions for enterprise customers.
Responsible for directing all marketing and communication domestic and global initiatives including the development of the B-to-B marketing communications value proposition strategy and supporting product and program marketing solutions. I also manage the development of new product traditional and online sales collateral, video and media content, white papers, and press releases for the Canadian English and French markets as well as materials for market expansion into the U.S. and Europe. From May 2014 to Present (1 year 8 months) Managing Director, Strategic Marketing Consultant @ Provide expert brand strategy and marketing communications solutions to CPG food/beverage, nutritional supplement, beauty care, health care and wellness companies to increase brand value, market share, revenue and profitability. Currently working with U.S. and Canadian organizations. Partial client list includes Novus Health, CarrotLines Media, WholeLife Holistic Nutrition, Numi Organic Tea (serving as Interim Marketing Director), Toby's Family Foods, Blue Diamond Foods, and Nestle brands.
Member of the Canadian Health Foods Association (CHFA) From September 2005 to June 2014 (8 years 10 months) Senior Product Manager/ Consultant, Kaiser Health Plan @ Kaiser Permanente is the largest non-profit managed health care organization in the U.S. serving 9 million members in 8 states and the District of Columbia.
Created and implemented a comprehensive national marketing strategy for Deductible HMO insurance products. Managed and innovated an extensive national portfolio of workforce health toolkit and tech-based web/mobile exercise, nutrition and weight management programs for large KP customers / employer groups. Developed longterm customer service strategy for supporting rapid growth of HealthWorks' new Health Engagement Platform employer program. From November 2010 to January 2014 (3 years 3 months) San Francisco Bay AreaDirector of Product Management - U.S., Canada, Caribbean @ NeoLife (formally GNLD) is an international direct selling nutritional supplement and HBA health and wellness business operating in 50 countries with total worldwide revenues of over $175 million.
Developed and managed overall product portfolio, positioning, communications and promotion strategy for U.S., Canadian and Caribbean markets. Partnered with International Product and Science Technology and Scientific Advisory Board on new product development initiatives. Provided technical product nutrition expertise for customer service and distributor training. Conducted ongoing health and wellness seminars and product trainings for distributors throughout North America. Project managed the implementation of global product launches. From February 2008 to November 2010 (2 years 10 months) Interim Director of Marketing @ Numi is a leading organic and fair trade certified tea company in North America, known for its superior, whole leaf quality with no added flavors or colors.
As interim Director of Marketing while pursuing concurrent studies to become a Registered Dietitian, directed the development of a new consumer and trade advertising campaign that increased consumer pull and sales channel penetration. Managed e-commerce and lead generation direct mail programs. Mentored a staff of four through grass root promotions, consumer events, sampling and product donations, and PR efforts to increase trial and repeat. Analyzed sales and syndicated market data to help drive strategy planning and execution. From June 2006 to January 2007 (8 months) San Francisco Bay AreaDirector of Marketing @ Spectrum Organics is the largest and best-selling culinary and EFA (essential fatty acid) oil health company in the natural food and nutritional supplement sectors with total revenues of $50 million. Spectrum has since been acquired by the Hain-Celestial Group.
Developed and implemented brand marketing strategy, communications, and planning systems for $50 million business including the recruitment, training and mentoring of a brand management staff of five. Created innovative programs that achieved estimated 20% increase in existing and new sales channel penetration, 75% increase in website traffic, 80% increase in PR press hits and 10-20% category sales growth in 12 months. Led product development for three new product lines that included gourmet culinary oils, new fish oils and new flaxseed products, strengthening Spectrum’s reputation for product innovation. Developed and implemented innovative campaigns to modernize brand image and strengthen category leadership positioning with strategic product launches, updated corporate and brand logo designs, impactful packaging creative, consumer and trade-focused marketing programs, a dynamic destination and e-commerce website, and results-driven public relations efforts. From August 2003 to August 2005 (2 years 1 month) San Francisco Bay AreaDirector of Marketing and Design @ A custom products ecommerce company in the beauty and cosmetics market space formed in 1999 and later acquired by Proctor & Gamble.
Employed consumer package goods prestige beauty expertise to develop and oversee brand positioning and communication in the online environment. Achieved 50% greater sales over traditional online campaigns by developing the strategy and execution of a targeted email ‘personal shopper’ campaign with innovative website positioning. Realized aggressive sales goals for skin and haircare product launches through ongoing seasonal promotions. Created and implemented impactful ‘UI’ e-commerce marketing promotions using SEO and early social media that successfully drove trial and repeat. Supported development of offline distribution retail, direct-mail catalog and direct TV channels to help drive profitability. From February 2001 to July 2003 (2 years 6 months) Executive Marketing Manager / Director of Marketing @ Vitasoy USA is a $90 million U.S. subsidiary of Hong Kong-based Vitasoy International, a health and wellness manufacturer and marketer of soyfoods with worldwide revenues of $200 million. The company is now located in Ayer, Massachusetts.
Recruited as senior marketing executive to oversee Vitasoy’s growing organic businesses; Managed P&L for $90 million Vitasoy® soymilk and Nasoya Foods® tofu brands. Realized approximately 20% in incremental sales by creating and implementing the company’s first mainstream, consumer-focused, multi-media advertising campaign. Reorganized, developed and managed a bicoastal brand staff of seven, to include a formal consumer affairs department, resulting in increased efficiency and productivity. Implemented company-wide initiatives to improve new product development process, launching a precedential 15 new soy products including soy beverages, tofu, cereal and salad dressings. Partnered with natural and supermarket sales teams to ensure successful trade advertising and promo programs. From November 1999 to February 2001 (1 year 4 months) Senior Brand Manager @ The leading health and wellness organic product company in the U.S. with total revenue of approx. $1 billion. Hain is a leader in many of the top natural food and beauty categories with over 30 natural brands.
Key player in overall marketing and communication strategy for the wellness portfolio of Hain-Celestial brands. Managed P&L for $120 million business across six natural brands: Hain Pure Foods, Westbrae Natural, WestSoy, Arrowhead Mills, DeBoles Pasta and Farm Foods. Led the product development for 20 new products in one year. Achieved approximately 20% sales growth and category leadership by developing and implementing brand and marketing strategy that included new brand positioning, new product launches, and new advertising, promotional and public relation campaigns. From September 1998 to November 1999 (1 year 3 months) Greater New York City AreaSenior Marketing Manager, U.S. and Canada @ L'Oreal U.S.A. is a $2.5 billion U.S. subsidiary of L'Oréal, S.A., a French manufacturer and marketer of cosmetics and perfume with worldwide revenues of $10 billion.
Senior Marketing Manager
Recruited from the Lancôme business to manage the U.S and Canadian turnaround and relaunch of the Biotherm brand. Assisted the VP in creating and implementing marketing strategy that expanded distribution by 30%. Worked with French Biotherm marketing counterparts to develop and adapt product formulas, packaging and labeling for the U.S. and Canadian markets, supporting product line expansion and brand growth.
Manager Makeup Marketing
Managed P&L for $100 million makeup marketing business. Partnered with French and Montreal marketing counterparts on key product development initiatives. Responsible for two major product launches and four major seasonal color promotions annually, contributing to sales growth and profitability. Project managed cross-functional team efforts of Marketing, Operations, Logistics, Purchasing, Industrial Chemistry, R & D, and Technical Packaging, resulting in 100% launch timeliness. From July 1994 to February 1998 (3 years 8 months) Marketing and Logistics Analyst @ Developed monthly sales and product forecasts and worked with logistics colleagues in France to order and clear product for the U.S. market. Partnered with U.S. product management team to develop premium promotions. From June 1992 to July 1994 (2 years 2 months) International Sales and Marketing Coordinator @ A worldwide privately held manufacturer and distributor of HLA serology frozen cell trays and monoclonal antibodies. From January 1991 to June 1992 (1 year 6 months) Greater Philadelphia AreaMarketing Assistant (paid cooperative internship) @ IBM is the world’s largest multinational computer manufacturer of computer hardware and software ranging from mainframe computers to nanotechnology.
Created the first cooperative paid internship program with IBM EMEA (located in La Defense, Paris). Coordinated and led weekly quality meetings with country team leaders to troubleshoot issues leading up to the launch AS400 mainframe system in Western Europe. Awarded prestigious IBM EMEA Achievement Award and scholarship for service excellence. From March 1988 to September 1988 (7 months) Paris, France
MBA, Cum Laude, Dual Concentration in Marketing and Management @ Fordham Gabelli School of BusinessB.S. - Cum Laude, College of Business and Administration, International Marketing and French @ Drexel UniversityB.S., Summa Cum Laude, Dietetics and Nutrition / Health Science @ Eastern Michigan UniversityContinuing studies in Bioscience/ MedTech/ Medical Device Product Marketing @ University of California, Santa Cruz Denise RDN is skilled in: Strategic Planning, Healthcare, Marketing Strategy, Cross-functional Team Leadership, Product Management, Product Development, Strategy, Public Relations, Leadership, Nutrition, Market Research, Competitive Analysis, Nonprofits, Marketing, Management
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