Anna Cepeda-Mays

Selected as one of the transformation leaders responsible for modernizing how the organization works, leads, and collaborates.

• Coached 50+ leaders and 20+ teams, improving team clarity, psychological safety, and execution consistency.
• Reduced decision-making cycle times by 20–30% across supported teams through redesigned governance and sprint structures.
• Improved cross-functional alignment scores by 15%+ based on post-coaching retros and pulse surveys.
• Built leadership toolkits and operating rhythms adopted by 300+ employees across the business.

Owned global category innovation strategy, pipeline creation, and early-stage development for one of Bayer's largest OTC portfolios.

• Delivered a 3-year innovation roadmap rooted in unmet consumer needs, competitive gaps, and whitespace opportunities, projected to add $75M–$120M in incremental pipeline value.
• Led cross-functional teams across R&D, Medical, Insights, Digital, and Supply for 15+ early-stage concepts, advancing 5 into pipeline progression.
• Strengthened global category architecture through updated claims, packaging, design, and positioning frameworks implemented across 40+ markets.
• Streamlined decision pathways and governance to accelerate concept progression and improve time-to-market by approximately 20%.

Led strategic direction, brand governance, and global commercialization for an iconic billion-dollar OTC brand.

• Modernized global brand strategy to expand relevance across emerging consumer segments and priority markets.
• Led creation of global campaign toolkits, creative assets, and digital frameworks used in 60+ countries to drive consistent, high-quality activation.
• Partnered with regional GMs to elevate brand governance, activation excellence, and long-term brand health.
• Led pricing strategy, claims development, pack architecture, and long-term portfolio strategy supporting a $1B+ global business.

Owned brand performance, innovation concepting, and consumer engagement for the dermatology portfolio.

• Delivered brand messaging and packaging updates contributing to high-single-digit brand growth in key channels.
• Developed consumer-led activation and multi-channel campaigns, increasing digital engagement by 20%+ year over year.
• Partnered with R&D and Insights to identify and shape new pipeline opportunities for future category expansion.
• Managed multi-million-dollar annual marketing budgets and agency relationships to maximize ROI and strengthen brand presence.

Led global brand marketing, innovation development, and product commercialization for major health and home-care brands.

• Delivered multiple global launches generating an estimated $10M–$40M in first-year incremental revenue each.
• Led international cross-functional teams across 8–12 global markets through early-stage innovation, claims development, and go-to-market strategy.
• Spearheaded consumer insight programs that informed global brand repositioning and new product platforms.
• Managed multi-million-dollar marketing budgets and global/regional activation, optimizing spend to improve marketing ROI.