CAROLYN PISCATELLI
Andover,MA
Summary
Results driven leader with success in developing and executing brand marketing strategies. High energy mentor with passion to drive change, accelerate engagement, performance & business transformation.
MBA graduate with exceptional strength in communications, marketing
and management.
Overview
41
41
years of professional experience
Work History
Senior Brand Manager
Keurig Dr Pepper
Burlington, MA
02.2016 - Current
- Direct digital, brand and marcom driving $330MM core office coffee channel
- Own marketing budget, ROI, and spend optimization
- Direct annual brand strategy, integrated marketing planning and insights
- Senior brand lead for cross functional initiatives, managing across the organization from direct staff & peers to management partners and executive leadership
- Direct agency RFPs, secured and onboarded new creative agencies credited with turning around brand id perception & developing meaningful thought leadership position
- Develop high-performing team, increasing employee engagement & effectiveness
- Advanced channel capabilities, ramping best-in-class marketing from communications and content gen to ecommerce site refresh, establishing digital presence, social media community and brand ambassadors
- Led re-brand of strategic office recycling program, driving awareness & 30% increase in annual usage
- Led strategic reinvention of mobile coffeehouse to provide frontline relief to hospitals during onset of pandemic, along with targeted marketing to open & essential businesses driving increased customer penetration & sustained retention
- Developed first-mover First Cup Back emotional advertising campaign celebrating coffee with the return to work, industry recognized & embraced by customers
- Delivered segmentation strategy and progressive marketing launch of premium in-room coffee maker following a decade lacking innovation and profit loss, driving positive margin return & growth
Senior Customer Marketing Manager
02.2016 - 01.2019
- Directed customer marketing for $80MM Foodservice channel
- Motivated turn-around improvements mentoring existing marketing members
- Led cross-functional strategy to secure new business through prospecting
- Developed customized marketing to win with new and grow core business
- Designed insights, strengthening go-to-market channel messaging and bolstering value proposition
- Established foundational sales & marketing playbook for Foodservice channel
- Marketing and strategy lead for Hospitality sector delivering $35MM in annual revenue
Senior Marketing Manager
High Liner Foods
Portsmouth, NH
06.1999 - 02.2016
- Managed strategic direction and P&L for $300MM, division
- Led brand strategy, re-brand and go-to-market positioning for #1 sales channel
- Optimized product portfolio for cost, production and sales, rationalizing by 65%
- Reengineered website, launching simplified messaging and value proposition
- Foodservice channel leader and member of New Product Steering Committee Led marketing research, strategy and launch of breakthrough seafood innovation Delivered best-in-class new product launches for cutting-edge product lines delivering $50MM in annual sales
- Senior member and communications lead for corporate Sustainability Council
Senior Brand Manager
04.2009 - 01.2015
- Owned P&L for $70MM core innovation brand within Foodservice division
- Directed portfolio management, new product roadmap, strategy and communications
- Corporate lead for cross-functional Employee Relations strategic team
Director of Communications & Marketing Svcs
10.2007 - 04.2009
- Directed corporate communications strategy, advertising & public relations
- Led search and selection, establishing first advertising agency of record
- Managed industry engagement, trade shows and event planning
- Managed brand strategy & integration during 3 consecutive high-profile acquisitions
Director of Foodservice Marketing
06.2004 - 10.2007
- Directed marketing, forecasting and P&L for $100MM Foodservice division
- Developed promotional marketing activation driving 5% sales growth after 3 yrs of continued erosion in core product lines
- Led cross functional team planning and implementation of new corporate identity
- Reengineered industry-leading sales and customer training program
National Accounts Marketing Manager
05.2002 - 06.2004
- Supported team selling and customer service for $65MM National Account sales division
- Managed market research, analysis and marketing support to key accounts
- Team lead of strategic growth initiative, developing market & customer segmentation
Marketing Assistant
06.1999 - 05.2002
Education
MBA - Business Administration
Suffolk University
Boston, MABachelor of Science - Business Administration
Merrimack College
North Andover, MASkills
- Brand Strategy
- Customer Engagement
- Research & Analytics
- Experiential & Event Marketing
- Social Media Marketing
- Project Management
- Marketing Communications
Affiliations
Network of Executive Women (NEW)
at Keurig Dr Pepper |
Member and honored panelist
Women’s Foodservice Forum |
Member
Additional Information
High Liner Foods
Women Leading the Way |
Founding Member
National Fisheries Institute
Future Leaders |
Graduate
Innovation Engineering |
Graduate
Timeline
Senior Brand Manager
Keurig Dr Pepper
02.2016 - Current
Senior Customer Marketing Manager
02.2016 - 01.2019
Senior Brand Manager
04.2009 - 01.2015
Director of Communications & Marketing Svcs
10.2007 - 04.2009
Director of Foodservice Marketing
06.2004 - 10.2007
National Accounts Marketing Manager
05.2002 - 06.2004
Senior Marketing Manager
High Liner Foods
06.1999 - 02.2016
Marketing Assistant
06.1999 - 05.2002
MBA - Business Administration
Suffolk University
Bachelor of Science - Business Administration
Merrimack College