Blandine Jean-Paul
Braintree,MA
Summary
An award-winning marketing strategist/growth leader with 15 years of excellence in leading cutting-edge global marketing and brand development programs to deliver double-digit, multimillion-dollar growth for Fortune 500 CPG, FMCG, and retail brands. Leverages deep consumer brand experience with expertise in market research and creative integrated marketing to craft brand strategies that successfully penetrate highly competitive markets and drive volume and equity growth across brand portfolios. A cross-functional leader who builds high-performing sales and marketing teams, and an effective communicator who cultivates high-value brand partnerships while working closely with leadership to align marketing strategy with business goals.
Overview
20
20
years of professional experience
1
1
Certification
Work History
Adjunct Professor
Bridgewater State University
Bridgewater, MA
01.2023 - Current
- Responsibilities include but are not limited to equipping students with the required skill set, facilitating classroom discussions, assessing student performance, and preparing students to be successful marketing leaders.
- Plan lectures, and assignments and prepare, administer, and grade exams and assignments to evaluate student progress.
- Deliver course lectures using various technology platforms for a well-rounded, modern teaching approach.
- Instruct marketing or management classes of 30+ students two days or three days a week.
- Prepare curriculum for: Marketing Principles, Marketing, Business Management, etc.
- Build class syllabus, assignment log, and additional materials to support the students.
VP Marketing
MLH MSO HOLDCO
, MA
01.2022 - 01.2024
- Reported to CEO, Board, lead marketing team, and other stakeholders to define/refine the brands (Natural Selections, Headliners, Eleven, Meigs County, and Huny Dollop); created brand initiatives, training, etc. that led to material growth in brand awareness both internally and externally.
- Developed and executed creative and meaningful Brand Architecture, Portfolio Marketing Strategy, and campaigns to generate trial, awareness, engagement, and positioning to both customer sales teams and brand targets, to ensure the brand’s progress in alignment with corporate objectives and initiatives, proactively overseeing projects from concept to completion.
- Led the strategic Digital Marketing Plan and development of MarTech Stack (e-commerce, email marketing, social media, web, SEO, Google Analytics, Dynamics, DOMO, Azure, Salesforce, Marketing Cloud, AdWords, AlpineIQ, Adobe, WordPress, PowerBI, Dutchie, Leaf Logix POS, etc.) and storytelling content for the brand/portfolio in response to the Brand’s objectives and all KPIs.
- Drove all strategic activities that support brand objectives, including annual planning, budgeting, marketing/ promotional development, new product launches, and packaging; maintained a consistent pipeline of growth initiatives in the brand portfolio (i.e. line extensions, new products, etc.).
- Led innovation and product development, deeply understood consumer insights, identified new opportunities, and created implementation strategies for the portfolio to deliver on company growth objectives.
- Oversaw MLH MSO Holdco’s 15-member marketing team and relationships with third-party resources utilized in branding, marketing, and public relations.
- Developed and executed MLH MSO Holdco’s brand strategy for Natural Selections, Headliners, Meigs County, and Eleven with a primary focus on market positioning and go-to-market strategy to increase customer awareness.
- Developed and coordinated the appropriate media planning for the brand/portfolio according to the marketing strategies.
- Led R&D and launched of new edibles brand, Huny Dollop with 5 gummy flavors and 3 chocolate blends.
Board Director
Big Brothers Big Sisters of Eastern Massachusetts
Boston, MA
01.2021 - Current
- Brand Champion! Member of the Board of Directors, work with the marketing team, and other stakeholders to define/refine Big Brothers Big Sisters & marketing and community outreach strategies.
- Collaborated with C-Space to develop outreach strategies to target potential mentors and mentees for the agency.
- Guide the development of communications strategies to gain support and drive participation from diverse communities in Massachusetts.
- Support renewed focus on BBBSEM & goal to drive DE&I within its ranks and marketing strategies.
Marketing & Communications Consultant
B’Dynamic Marketing Agency
Boston, MA
01.2019 - Current
- Scituate Animal Shelter, reporting to Executive Director, leading all marketing and communication efforts. Developing and launching email campaigns, database management, marketing calendar development, website management, direct mail efforts and fundraising communication strategy and execution.
- Hardware & Lumber, Jamaica, reported to the CEO and COO and spearheaded business development efforts for the organization and its sub-brands, with responsibility for redeveloping the retail marketing and sales strategy for its two retail brands (H&L Rapid True Value and H&L Agro).
- Redesigned the retail strategy to focus on strong merchandising and marketing while ensuring that all messaging and creative products aligned with the core brand.
- Launched an automated WhatsApp program that allows customers to order within the app and schedule curbside pickup/delivery.
- Drove transformation in digital and social media strategy for the two brands, including implementing a complete overhaul of the website into a fully integrated e-commerce platform.
- Developed and executed the 2020 Marketing, Sales, and Merchandising strategy while creating competitive digital direct offense to differentiate H&L’s offering across all digital media outlets.
- Collaborated with notable international clients like Grace Foods, Jamaica, Gorhams Hardware, Bermuda, and Reggae Sumfest Music Festival, Jamaica.
- Implemented innovative digital campaigns to increase brand visibility and engagement.
- Developed marketing strategies for small to mid-size enterprises to drive growth.
Senior Director - Global Brand Strategy & Marketing
Hasbro, Inc.
Pawtucket, RI
01.2017 - 01.2018
- Reported to the SVP and launched a comprehensive global brand strategy and category marketing plans, including driving brand innovation across multiple touchpoints (digital, creative, retail, advertising, and global) and executing multi-layered programs to drive sales growth for EMEA, APAC, LATAM, Africa and North America.
- Facilitated greater ROI on marketing dollars for demographic segments by enhancing the company’s understanding of how key consumer groups accessed and used information and entertainment across various platforms.
- Collaborated with research partners like Kantar, Ipsos, MRI-Simmons, and C-Space to develop product strategies for new toy concepts and execute live product test environments with parents and/or children.
- Implemented a global franchise marketing strategy to ensure long-term consumer positioning in addition to developing regional launch strategies and timelines for new launches.
Head of MKGT & Innovation/Global Brand Dir
Heineken, Inc.
Kingston, Jamaica
01.2015 - 01.2017
Head of Marketing & Innovation
Diageo
Kingston, Jamaica
01.2014 - 01.2015
- Reported to the Managing Director/CEO and directed change management strategy for business and marketing integration as well as global/regional brand architecture and positioning for Red Stripe beer following Heineken’s acquisition of the former from Diageo.
- Developed activation mechanics for a six-brand portfolio of beers, RTDs, and spirits, including Red Stripe, Guinness, Heineken, Smirnoff, Johnnie Walker, and Baileys.
- Delivered 500+ programs annually (with an annual advertising/promotions budget of $20M) to facilitate the execution of global marketing, innovation, and brand positioning strategy.
- Doubled Red Stripe sales growth by 2018 through the launch of a global brand campaign (including the development of www.redstripebeer.com) that significantly increased its visibility and distribution.
- Collaborated with research partners like Kantar, Ipsos, MRI-Simmons, etc. to develop brand strategies and define consumer segments to support Red Stripe’s global ambitions in EMEA, APAC, LATAM, Africa and North America.
- Transformed the three-year innovation pipeline and enabled the launch of four new products (Injin, Red Stripe Sorrel, Red Stripe Lemon Paradise, and Malta Ginseng Ginger) by initiating an island-wide Fundamentals of Beer Study.
- Generated 5% total P4W consumption by implementing the strategic plan for the UEFA Champions League Trophy Tour in Jamaica, in addition to building a targeted events platform featuring several hundred events per year.
Sr. Director - Sports Management; Sr. Director - Co-Marketing; Marketing Director
ESPN
NY, NY
01.2005 - 01.2014
- Reported to the SVP and lead commercial, digital, mobile, and print sales, and promotional strategy (including content and programming management) for boxing/MMA, the ESPY Awards, the New York City Marathon, and music and multicultural channels.
- Created a four-day athlete experience at the ESPY Awards that led to high engagement and delivered unmatched lifestyle content for ESPN’s content platforms.
- Generated $140M+ in annual revenue by collaborating closely with the SVP and VP to develop diverse advertising programs, marketing campaigns, and promotions on an annual marketing budget of $30M.
- Crafted integrated marketing programs for global brands including Army, Alltel Wireless, Coca-Cola, Dial, Dick’s Sporting Goods, Gillette, Microsoft Vista, Nike, Nikon, Pepsi, Toyota/Lexus, Touchstone, UPS, Verizon Wireless, and Wal-Mart.
- Formulated the strategic vision for ESPN’s multicultural content strategy, resulting in consecutive year-over-year increases in digital, broadcast, and print ad sales of up to 72% over the past four years.
- Established ESPN’s first integrated sponsorship strategy for music (that generated $6M+ in incremental revenue) and created a multimedia marketing and sales strategy for ESPN the Magazine’s 10th Anniversary to drive $20M+ in additional revenue.
- Added $37M in incremental ad revenue for ESPN by spearheading the development of its revamped Fantasy Football and Baseball platforms.
Education
Master of Business Administration (MBA) - Marketing and International Management
Northeastern University
Executive Education - Digital Marketing Automation & Strategies
Northwestern University
Bachelor of Arts (BA) - Communications and Media
Boston College
Skills
- Executive Leadership
- Contract Negotiation
- Project Management
- Change Management
- Direct-to-consumer
- Digital Automation
- Vendor Relations
- Process Improvement
- Omni channel Strategy
- Content Strategy
- Digital Media Planning
- Traditional Media Planning
- Marketing Analysis
- Competitive Analysis
- E-Commerce Business Development
- Digital Marketing
- Social Media Marketing
- Commercial Strategy
- Planning
- Product Marketing
- Corporate Marketing
- Google Suite
- Integrated Marketing Campaigns
- Strategic Planning
- Execution
- Consumer Journey Development
- SEO
- SEM
- Marketing Analytics
- Brand Strategy
- Positioning
- Digital Strategy Development
- Event Marketing
- Global Marketing Strategy
- PR Strategy
- Merchandising Strategy
- Brand Partnerships
- Consumer Insights
Affiliations
- Board Director, Big Brothers Big Sisters of Eastern Massachusetts
- Massachusetts Board of Brokers and Salespersons
- Women in Cable Telecommunications, Former Member
- Women in Sports and Events, Former Board Member
- The Links Incorporated
- Alpha Kappa Alpha
Certification
- Digital Strategy Certificate, Circus Street Digital
- Executive Education, Harvard Business School
Awards
- Silver Award Winner for Headliners Pre-Roll Brand, 2023
- Leadership Award, National Association for Multi-Ethnicity in Communications, 2007
- Executive Leadership Award, Women in Cable Telecommunications, 2012
- Top Integrated Marketing Program Award, Media Industry News, 2008
- Top Integrated Marketing Team Award, Media Industry News, 2008
- Sales Team of the Year Award, ESPN, 2006
Professional Highlights
- Launched and/or relaunched five (5) brands (Natural Selections, Eleven, and Meigs County) in two years for MLH MSO Holdco and grew market share for each brand to the top to the 15th position in each market (OH & PA), Headliners to the fastest growing pre-roll brand in Massachusetts and a new edibles brand, Huny Dollop (MA & PA).
- Developed and managed over $130M DTC revenue model utilizing SEO, SEM, Google AdWords, Programmatic Advertising, Paid Social, Email, and Text Automation to empower a complete funnel marketing strategy to drive consistent e-commerce revenue.
- Created Loyalty strategy and built MarTech Stack for Hardware & Lumber, Ltd which helped grow its CRM database from 12k to over 150k consumers in 18 months.
- Achieved 20% YOY growth and a 1.2M-case increase in sales of Red Stripe beer (a Heineken brand) in Jamaica in less than three years by implementing an innovative global market transformation strategy as well as a new brand campaign for Red Stripe.
- Realized 7%+ growth in net sales volume each year by creating and launching an innovation strategy for Heineken, resulting in a 30% growth in net sales value by FY17.
- Generated 20% growth in brand equity for the Red Stripe, Guinness, Bailey’s, and Smirnoff brands in Jamaica in less than three years, thereby delivering rapid growth against an ambitious mandate.
- Gained a 3+ pp Share of Market (SOM) and reached 33 SOM of Total Alcohol for Heineken between 2014 and 2017 by developing and implementing a strategy that redefined portfolio roles, investment, pricing, and channel strategies.
- Drove 107% and 89% sales growth for Black Friday (BF) and the BF Weekend, respectively, by developing an ROI-centric retail sales approach for Hardware and Lumber’s (H&L) two retail brands.
- Delivered 85% average ROI (including 40% sales and 49% basket size growth) at H&L by planning and executing the company’s first-ever anniversary sale.
- Developed a $1B+ in incremental sales strategy for Hasbro by crafting a multicultural marketing strategy to target Gen Z consumer segments.
- Obtained a 25% increase in sponsorship revenue and a 50% increase in viewership by driving programming and research strategy to enable a comprehensive overhaul of the ESPY brand for ESPN.
- Developed Beats by Dre’s first major advertising strategy ($20M) by leveraging the brand’s influencer relationship with athletes to launch an integrated content strategy focused on curating music on ESPN.
Languages
Spanish
Limited
French
Limited
References
References available upon request.
Timeline
Adjunct Professor
Bridgewater State University
01.2023 - Current
VP Marketing
MLH MSO HOLDCO
01.2022 - 01.2024
Board Director
Big Brothers Big Sisters of Eastern Massachusetts
01.2021 - Current
Marketing & Communications Consultant
B’Dynamic Marketing Agency
01.2019 - Current
Senior Director - Global Brand Strategy & Marketing
Hasbro, Inc.
01.2017 - 01.2018
Head of MKGT & Innovation/Global Brand Dir
Heineken, Inc.
01.2015 - 01.2017
Head of Marketing & Innovation
Diageo
01.2014 - 01.2015
Sr. Director - Sports Management; Sr. Director - Co-Marketing; Marketing Director
ESPN
01.2005 - 01.2014
Master of Business Administration (MBA) - Marketing and International Management
Northeastern University
Executive Education - Digital Marketing Automation & Strategies
Northwestern University
Bachelor of Arts (BA) - Communications and Media
Boston College
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