Beth Drew
Nashville,TN
Summary
Innovative marketing professional with 15 years of experience in creating and implementing brand and marketing strategies, developing and executing budgeting plans and utilizing market research to identify customer needs and go-to-market strategies. Demonstrated ability to increase brand visibility and market share through advertising, promotions, and innovation development. Possesses excellent communication and presentation skills across global leadership teams.
Overview
15
15
years of professional experience
Work History
Associate Director, National Consumer Promotions
Mars Petcare US
01.2023 - Current
- Maintain all responsibilities from Senior Manager role, including long-term strategy ownership, responsible budget management, agency partnership scoping and management, success measurement, and senior leadership support annually
- Grew team to four direct reports, managing career development and providing opportunities for senior leadership exposure and cross-functional team support
- Lead portfolio-level opportunities to drive new business and brand growth for first time at Mars Petcare, identifying strategic opportunities for cross-ecosystem partnerships within broader Mars business beyond nutrition, and externally within the pet category through retailer partnerships and hard goods partnerships, ultimately delivering cross-branded opportunities that drive trial and basket-building to increase portfolio share and revenue
- Lead evolution of conversion media within consumer promotions, identifying new channels and opportunities to reach consumers through incentivized trial that are complimentary to existing media plans, including geotargeting, influencer partnerships, and basket-building media tactics driving a +$2.0 ROAS
- Partner with global leadership team on strategic initiatives including multi-branded trial opportunities, consumer research, identifying new point of entry moments with pet parents, and establishing loyalty programs to build lifetime consumer value and portfolio revenue growth
- Grew annual budget to $26M through responsible P&L management and strong return on promotional campaigns, with an average ROI of $2.05 and new consumer cost per acquisition of $10, less than half category benchmark
- Established internal processes to drive clarity of planning timing and ways of working, identifying partnership opportunities, and ways to better engage across functions (sales, marketing, regulatory, and finance teams)
Senior Manager, National Consumer Promotions
Mars Petcare US
01.2021 - 01.2023
- Led development of Mars Petcare US portfolio promotional strategy, setting long-term objectives and growth goals of 5M new households by 2025 to drive portfolio share and revenue growth ahead of category, including presentations to regional leadership team for alignment and support needed to meet one, three, and five-year milestones
- Managed multiple agency relationships including contract negotiations to unlock necessary resourcing to deliver short- and long-term business priorities
- Managed team of three, enabling ongoing career development and project management in support of specific brand growth goals while navigating and removing complex organizational barriers and cross-functional support and partnership
- Developed $10M annual budget, including identifying best-in-class benchmarks for success of cost per acquisition, targeting, and reach, delivering a portfolio ROI of over $2 through responsible deployment of funding and project prioritization across a complex portfolio of brands
- Standardized processes within organization for measurement, cross-functional partnership, and ongoing program optimization, successfully delivering ahead of targets for 2021 and 2022
Senior Associate Brand Manager, GREENIES Treats
Mars Petcare US
01.2019 - 01.2021
- Led creative development and execution of brand equity advertising campaigns and holiday advertising campaign, resulting in best-in-class multichannel advertising comms supported by $30M in media, contributing to brand share growth of over 3 percentage points in one year
- Led development and execution of digital campaigns driving brand reach, including multichannel execution and amplification driving 303+M unique impressions, converting to 19% sales uplift in 2H 2020
- Developed strategic brand innovation pipeline grounded in category and consumer research, delivering against brand growth targets to identify pipeline for $50M incremental revenue for the business over 3-year timeline while expanding into new product territories and maintaining highly profitable portfolio margins
- Worked with cross-functional teams to ensure projects were delivered on-time for key milestones, while managing communication and regular presentations to senior leadership to identify potential risks and resolutions
- Lead annual brand planning cycle, including quarterly presentations to senior leadership, agency partners, and cross-functional team leads resulting in clear, consistent strategy and communications across all channels
Associate Brand Manager, IAMS Dog Food
Mars Petcare US
01.2017 - 01.2019
- Marketing lead on cross-functional innovation team, managing analysis, brand vision, and strategy for 3-year pipeline of global brand projects on $500M business
- Partnered with brand manager and cross-functional team to deliver revenue 6% above forecasted targets, contributing to total business growth for Mars Petcare and improving brand margin by 3% in 2018
- Managed $26M marketing budget, including relationships with creative, digital, and packaging agencies to deliver best-in-class marketing on shelf, online, and across media platforms delivering advertising campaigns that drove highly efficient ROI above $1.00
Graduate Marketing Intern, TREATS Portfolio
Mars Petcare US
05.2016 - 08.2016
- Analyzed consumer and industry data to complete situational analysis of $1B specialty pet market, leading to identification of trends and insights that informed marketing and innovation strategy
- Developed marketing and innovation strategy for $14M Nutro Treats brand, leading to short- and long-term business growth plans of 20-25% in two years, and increased portfolio profit margins of 10 points
Account Supervisor
MAGNANI CONTINUUM MARKETING, B2B Marketing Agency
01.2013 - 06.2015
- Oversaw client budgets and spend forecasts across five unique business units for average annual revenue of $500M per business unit, and developed ‘value-add’ agency contributions for clients, leading to increased annual client spend of $5M
- Managed team of 10 employees to execute multichannel international campaigns grounded in competitive market research, leading to comprehensive cross-platform executions and increased brand awareness
Senior Account Executive
ROCKSKIP (Formerly Experient, LLC)
08.2010 - 01.2013
- Conducted competitive analyses, developed project timelines and proposed budgets for clients, resulting in acquisition of new campaigns totaling $250M while managing national experiential campaigns of up to $2M from conceptual phases through implementation
Director of Marketing
Euro USA (Formerly Plitt Seafood Wholesalers)
02.2009 - 08.2010
- Managed team of five to drive customer satisfaction by creating consistent support experiences, while developing partnerships across local Chicago restaurants and industry experts to drive business growth and credibility
Design Assistant
Gettys Group Architecture
09.2008 - 02.2009
- Collaborated with design team on creative development of international hospitality projects, including technical drawing documentation and client presentations
Education
MBA - Brand Management and Strategy
VANDERBILT UNIVERSITY, OWEN GRADUATE SCHOOL OF MANAGEMENT
Nashville, TN05.2017
Bachelor of Fine Arts - Interior Architecture
Miami University
Oxford, OH05.2008
Skills
- Budget Development and P&L Management
- Business and Market Analysis and Evaluation
- Team Leadership
- Strategic Leadership
- Collaborate Cross-Functionally
- Strategic Partnerships and Promotions
- Multi-Channel Campaign Development
- Promotions and Marketing Strategies
Timeline
Associate Director, National Consumer Promotions
Mars Petcare US
01.2023 - Current
Senior Manager, National Consumer Promotions
Mars Petcare US
01.2021 - 01.2023
Senior Associate Brand Manager, GREENIES Treats
Mars Petcare US
01.2019 - 01.2021
Associate Brand Manager, IAMS Dog Food
Mars Petcare US
01.2017 - 01.2019
Graduate Marketing Intern, TREATS Portfolio
Mars Petcare US
05.2016 - 08.2016
Account Supervisor
MAGNANI CONTINUUM MARKETING, B2B Marketing Agency
01.2013 - 06.2015
Senior Account Executive
ROCKSKIP (Formerly Experient, LLC)
08.2010 - 01.2013
Director of Marketing
Euro USA (Formerly Plitt Seafood Wholesalers)
02.2009 - 08.2010
Design Assistant
Gettys Group Architecture
09.2008 - 02.2009
MBA - Brand Management and Strategy
VANDERBILT UNIVERSITY, OWEN GRADUATE SCHOOL OF MANAGEMENT
Bachelor of Fine Arts - Interior Architecture
Miami University
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