Summary
Overview
Work History
Education
Skills
Timeline
CAROLINE HALLUM

CAROLINE HALLUM

Summary

  • Dedicated Marketing professional with experience managing a broad spectrum of Omni-channel marketing programs.
  • Strong command of Trade Marketing function, Product Marketing, Branding, Go-To-Market Strategy, Budget Management, Trade Show Supervision, Loyalty/Swag programming, Social/Digital Campaigns, Product Development & Communications.
  • Established team leader with a focus on developing proactive & innovative strategies to achieve company goals & support brand building.
  • Experience with the development, execution & performance of programs created to enhance presence & ultimate take-away.
  • Outstanding history with presentation development, public/media relations strategy, & market research to drive growth opportunities.
  • Effective communicator with all organizational levels & strong team manager who builds relationships of trust, collaboration & cohesion amongst cross-functional team members.

Overview

11
11
years of professional experience

Work History

Founder

CREATIVE ACTION ARTS
Los Angeles, CA
03.2021 - Current
  • Develop 360-degree marketing campaigns for brands, product launches & go to market strategy
  • Create social media strategy across Instagram, Facebook, LinkedIn, TikTok, Twitter & more
  • Work with talent & building out social influencer marketing campaigns & cross-collab programs
  • Optimize channel marketing consumer touch points including merchandising, digital, POS execution, and promotional activities
  • Develop and execute visual merchandising planograms for various brand channels
  • Oversee digital advertising campaigns & report on metrics to ensure maximum ROI
  • Design & create graphics, video content, & copy for brands to utilize across social media platforms as well as in-store & digital
  • Manage marketing production outside vendor & supplier relationships in the U.S., Mexico, China, & the U.K.

Senior Manager

LANCER SKINCARE
Beverly Hills, CA
09.2022 - 07.2023
  • Marketing & Innovation
  • Develop 360-degree marketing campaign for product launches & go to market strategy
  • Spearhead all New Product Development projects from inception to final delivery; to include presenting initial product development proposal to upper management, identifying benchmarks, evaluating test formulas, communicating with lab partners, delivering feedback, determining componentry & driving final timeline
  • Analyze competitive marketplace versus internal sales & productivity to drive new product development & competitive edge
  • Drive brand awareness through partnerships/collaborations including nationwide campaign with BARRY’S featuring deluxe product sampling across all studios, high profile Lancer sponsored classes with influencers & editors, and brand exposure across email, social, web and in studio signage
  • Perform quarterly SKU analysis on overall brand performance and present to upper management
  • Direct photoshoots & video creative for new product launches & overall brand portfolio
  • Partner with Education, Brand & Trade to drive unique storytelling around all new and existing products
  • Oversee and work with Design, Legal, Regulatory & Ops to develop all product copy, packaging & final artwork.

Senior Trade Marketing Manager

GT’S LIVING FOODS
Los Angeles, CA
07.2017 - 11.2020
  • Develop POS library of assets for 8 different product lines to drive sales & reinforce branding in Conventional, Natural, Small Format, & On-Premise channels across the U.S., Canada, & the U.K
  • Design Trade Show Booth buildouts in 5 different formats & grew Trade Show event schedule by 250%
  • Optimize shipment system of asset share out cutting company cost by $125K
  • Redesign & initiate branded secondary cooler placements across multiple retail partners driving +23% growth
  • Develop creative direction & targeted messaging for company rebranding, new product launches, key sku drivers, & overall brand positioning
  • Manage all outside marketing production vendor & supplier relationships in the U.S., Mexico, China, & the U.K
  • Oversee $1.4 MM Trade Marketing Budget consisting of all sales support materials, POS, Swag, & Trade Show asset spend
  • Orchestra & execute the install of automatic POS application equipment to apply trade signage on the bottling line saving over 12,000 man hours & $300K a year in company spend
  • Enhance On Tap business & DSD channel branding by redesigned overall functionality, distribution strategy, & aesthetic
  • Establish clear communication & alignment with cross-functional teams to ensure timely & efficient project completion.

Marketing Manager

SUNDAY RILEY
Houston, TX
09.2016 - 05.2017
  • Develop 360 marketing campaigns for product launches & oversee all launch checklists & delegate respective areas of responsibility to team members
  • Establish clear communication & alignment with cross-functional teams to ensure well-defined areas of responsibility & ongoing communication for projects
  • Partner with Education & C.E.O
  • To develop product name, positioning, packaging as well as internal training, event collateral & client facing education material
  • Successfully build brand image & strength as key contributor to corporate sales of $23.5M & comp growth of +160% in Sephora U.S
  • Channel alone last year
  • Implement strategy to reduce tester & differential loss by 50% companywide
  • Oversee script creation & production of brand videos & product specific launches
  • Develop creative direction & targeted messaging for new product launches as well as overall brand positioning
  • Analyze competitive marketplace to drive product development & competitive edge
  • Design & drive all merchandising & launch updates as well as timelines for Sephora U.S., Sephora Canada, SiJCP, SpaceNK, & all third-party e-commerce accounts
  • Partner with National Account & Regional Sales Leadership to develop Business Reviews & tailored Account level product & promotional programming
  • Maintain brand plans/side by sides & launch timelines for all International B&M & third-party e-commerce accounts
  • Set & measure ROI of various companywide marketing programs including sampling, social media campaigns, large format advertising, retailer specific marketing, promotional kits, GWP/TOA
  • Initiate redesign & build out of company website & e-commerce platforms
  • Manage gratis & ongoing field support plans to drive brand awareness & trial
  • Organize & execute International Sales Conferences for all field account executives, directors & senior leadership.

Retail Marketing & New Product Development Manager

KORRES
New York, NY
06.2015 - 09.2016
  • Set & measure ROI of various companywide marketing programs including sampling, promotional kits, GWP/TOA
  • Implement CTA programs which resulted in 20% lift in targeted SKU & overall halo lift of franchise by 8%
  • Spearhead all New Product Development (NPD) projects from inception to final delivery; to include creating & maintaining PDS, identifying benchmarks, evaluating test formulas, delivering feedback, determining componentry & driving final timeline
  • Manage all forecasting of NPD, sampling & promotional kits ($20 MM retail pipe)
  • Partner with the NOAM & Greece forecasting/supply chain teams to ensure accurate & on time delivery
  • Implemented new forecasting processes to improve NOAM NPD forecast accuracy by 23%
  • Analyze COGs/GM & recommend all pricing for NOAM (NPD, kits & regular review of core business)
  • Lead direction of the media plan by partnering with Communications to ensure alignment, opportunity capture, & strategic direction
  • Maintain brand plans/side by sides & launch timelines with Sephora, Shoppers Drug Mart, HSN, SiJCP & third party e-commerce accounts
  • Develop 360 marketing campaigns for product launches & oversee all launch checklists & delegate respective areas of responsibility to team members
  • Launched SKU at elevated price tier which exceeded sales plan by +125% during first live quarter
  • Manage communication & alignment with cross-functional teams to ensure clear & consistent messaging on all projects
  • Analyze competitive marketplace versus internal sales & productivity to drive new product development
  • Work with sales leadership, business managers & retail marketing teams on retailer specific marketing & promotional opportunities
  • Partner with Education & Communications to develop all product copy, packaging & training materials
  • Develop & deliver creative briefs for in-store, TV & digital executions
  • Oversee & drive all merchandising updates & timelines for over 1,200 doors in Sephora & Shoppers Drug Mart
  • Align with E-commerce & Communications to create & maintain companywide master marketing calendar
  • Create & deliver presentations for key internal/retailer meetings (market, global & sales meetings, etc.)
  • Assist VP in determining relative P&L & departmental budgets
  • Manage NPD & retail marketing budget to ensure all are in line with company objectives & overall mix of business.

Trade Marketing Assistant Manager

Estée Lauder Inc
New York, NY
02.2013 - 06.2015
  • Manage trade marketing for Estée Lauder Companies; specifically, the development of channel strategies, channel plans, & the implementation of channel programs in the assigned brands, categories, segment, & trade channel
  • Strategically plan, execute, & analyze integrated marketing programs utilizing promotional programs, email/direct mail campaigns, social/digital media, CRM, public relations, print publications, & special in-store events
  • Manage the presentation, customization, & execution of each category’s marketing plans & promotions to senior management & key retail partners, including; Macys, Bloomingdales, Nordstrom, Lord & Taylor, Bon Ton, Saks 5th Avenue, Neiman Marcus, Bergdorf Goodman, Boscovs, Von Maur, Ulta, & Sephora
  • Direct the execution & communication of artwork & creative visual elements for in-store brand signage in over 1,500 store locations across 12 retail partners within North America, Puerto Rico, & Canada
  • Initiate process improvements with Creative Operations & NOAM saving company over $215K annually in expenses
  • Oversee & manage orders, logistics, & programming for the sampling program totaling over $10 million
  • Manage each retailer’s side by side calendar to optimize visual weeks, special events, online & sampling opportunities
  • Track the performance of new & existing products & implement programs/creative events to drive traffic & maximize sales both in-store & online while defining opportunities to acquire new & develop existing customers
  • Prepare & present end of season campaign analyses including KPI, ROI, NPD, Competitive Cross-Reference, & Trend Analyses to evaluate overall marketing & sales effectiveness
  • Supervise the $14MM Trade Marketing budget
  • Track P & L statements & all departmental invoicing
  • Create new sales & education tools to ensure the field sales organization is educated & equipped for successful interfacing with customers
  • Optimized key component within education saving the company over $200K annually
  • Implement high impact multi‐channel marketing strategies which contributed to a +8% to plan for the fiscal year
  • Special Events Director for the Hispanic Employee Resource Group & Team Lead of the Inclusion & Diversity Communication Council within Estee Lauder Companies & the Non‐Profit partnership initiative.

Education

Bachelors of Science - Marketing, Spanish

Christopher Newport University/College of William & Mary

Skills

  • COMPUTER & SYSTEM SOFTWARE PROFICIENCIES
  • SAP, SRM, NPD, CITRIX, OUTLOOK, POWERPOINT, EXCEL, WORD, PUBLISHER, CANVA, VIDEOSHOP, VISCO, CPMS, INFOLINK, GERS, IBM, NPD, SMARTSHEET, ADOBE INDESIGN, ADOBE ILLUSTRATOR, ADOBE PHOTOSHOP, KEYNOTE, DATA WAREHOUSE, SALESFORCE, CITRIX
  • MEMBERSHIPS/ORGANIZATIONS
  • CEW
  • Social Media & SEO Cosmetics & Beauty Network

Timeline

Senior Manager - LANCER SKINCARE
09.2022 - 07.2023
Founder - CREATIVE ACTION ARTS
03.2021 - Current
Senior Trade Marketing Manager - GT’S LIVING FOODS
07.2017 - 11.2020
Marketing Manager - SUNDAY RILEY
09.2016 - 05.2017
Retail Marketing & New Product Development Manager - KORRES
06.2015 - 09.2016
Trade Marketing Assistant Manager - Estée Lauder Inc
02.2013 - 06.2015
Christopher Newport University/College of William & Mary - Bachelors of Science, Marketing, Spanish

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