Catherine Ortiz (Badillo)
Summary
Results-driven CPG marketer with a consumer-focused mindset and over 15 years of multi-industry experience leading high-impact marketing strategies for globally recognized consumer brands. Proven track record of driving brand awareness, increasing market share, and exceeding revenue targets through innovative marketing campaigns and strategic partnerships. Skilled in analyzing market trends, identifying consumer insights, and developing data-driven marketing plans to drive business growth. Collaborative leader with a passion for delivering exceptional results and creating meaningful connections with consumers to drive brand loyalty and engagement.
Overview
15
15
years of professional experience
Work History
SENIOR BRAND MANAGER
Combe Inc. (Vagisil & Seabond)
08.2024 - Current
- Led 2025 brand planning for Vagisil driving a YTD +2.0% revenue growth, outpacing previous years of declines.
- Re-launched the Vagistat brand with new comparative creative and messaging strategy driving a +25% increase in sales and securing placement at key retailers for 2025 and 2026.
- Led the brand's first sports marketing partnership with the NY Liberty driving an increase in key equity measures.
- Partnered with cross-functional teams and agencies to deliver on new Menopause Support launch plan resulting in the highest scoring ad campaign on the brand.
- Launched a value size feminine wash on Amazon driving 70% incrementality to Vagisil; strong results led to increased distribution at top mass customer securing a topline $6MM revenue opportunity.
SENIOR BRAND MANAGER
Combe Inc. (Just For Men North America)
09.2020 - 07.2024
- Directed both short and long-term brand strategies for Just For Men leading to a +5% four year CAGR on a $200MM portfolio for total North America.
- Led the strategy and creative execution for end-to-end marketing campaigns across all platforms including Big Screen, digital, social, brand partnerships, and in-store to ensure a compelling consumer message.
- Partnered with sales organization to launch the brand’s biggest innovation in over five years resulting in an 80% incremental $15MM business.
- Led the company’s first digital sampling effort, resulting in the acquisition of 100k new triers.
- Performed monthly P&L analysis to ensure the brand was delivering on both top and bottom-line growth and optimizing the advertising budget accordingly.
- Successfully led and managed a team of direct reports, fostering collaboration and driving performance to meet business results while implementing a “teach, coach, mentor” strategy.
PRODUCT INNOVATION MANAGER
Prestige Consumer Healthcare (Summer’s Eve & Monistat)
04.2019 - 08.2020
- Leveraged consumer insights, and trends to create a robust and innovative 3-year pipeline, focusing on strategies that deliver on the brand vision and defend against competitive entry.
- Launched the most incremental fragrance line for Summer’s Eve, filling a fragrance need for consumers and ensuring new news on the brand.
- Developed a standardized screening methodology for new concepts and ideas, allowing for a steady cadence of innovation and new claims.
- Managed new product launches, including the development of 360 communication, creative execution, and sell-in at priority customers.
BRAND MANAGER
Prestige Consumer Healthcare (Dramamine, beano, Tagamet, Phazyme)
11.2016 - 03.2019
- Responsible for both short term and long-range planning across the company’s $50MM digestive health portfolio deliver a +7% four-year CAGR.
- Led the development and execution of all brand assets both online and in-store, resulting in an increased household penetration of +1.0pt on the largest brand in a single year.
- Introduced Dramamine into an adjacent category through a new product launch, effectively tripling the consumer base and increasing topline growth by 10% in year 1.
- Redefined the consumer target and marketing strategy for beano, leading to +5% retail sales growth after multiple years of double-digit decline under previous leadership team.
ASSOCIATE BRAND MANAGER
Prestige Consumer Healthcare (Monistat, ept, Uristat)
06.2015 - 10.2016
- Performed weekly analysis across the category, reporting to senior leadership team identifying risks, opportunities, and trends to help inform critical business decisions.
- Re-launched the Monistat Complete Care product line after acquiring from previous owners; including all creative and marketing activations (online video, shopper, TV), sell-in story for top customers, and innovation leading to a +10% growth.
- Partnered with finance to lead budget management and tracked progress against operating plan objectives.
MARKETING MANAGER
L’Oreal (Maybelline)
06.2014 - 01.2015
- Coordinated with global teams to develop marketing plans for the lip category, focusing on generating trial for new innovations, and bringing excitement to the base business resulting in Maybelline acquiring the #1 market share position in the US.
- Managed retailer executions within Walmart across multiple categories, driving a stronger and more cohesive Maybelline presence as well as strengthening the relationship between retailer and brand.
- Brief and led the digital executions for 2014 launches, creating engagement with a never been done before digital takeover across a top partner website resulting in a +10% increase in consumer database.
ASSISTANT BRAND MANAGER
Dannon (Light & Fit)
12.2011 - 06.2014
- Led the development and launch of Light & Fit Greek, the company’s most successful launch in ten years, leading to a +25% sales growth on a $500MM brand.
- Collaborated with agency partners to create a 360-degree marketing campaign including TV, digital, PR, and shopper, resulting in strong acceptance across top retailers and increasing household penetration by +10%.
- Executed robust business analysis leveraging sales data and consumer insights to inform data-driven decision making, identify risks and opportunities, and drive recommendations for marketing plans and new product launches.
- Performed annual sku-rationalization analysis, ensuring retailers carried top performing and most incremental SKUs leading to base sales increasing +8% YOY.
- Managed a $50MM brand budget, proactively identifying risks and opportunities, and presented to management monthly.
ANALYST
Dannon (Danimals & Danonino)
02.2010 - 11.2011
- Partnered with finance to manage brand budgets and reconcile to operating plan standards, reporting on any opportunities and risks monthly.
- Performed weekly business analysis incorporating sales data (IRI/panel) and consumer learnings to help drive business decisions.
- Worked cross-functionally to manage short and long-term brand projects including packaging changes, new product launches, general brand updates.
- Provided ongoing support to brand team, including P&L analysis, drafting briefs, and approving packaging.
Education
Masters in Business Administration Executive - Business
NEW YORK UNIVERSITY STERN SCHOOL OF BUSINESS
New York, NY07-2021
Bachelors of Science - Business Administration
BOSTON UNIVERSITY SCHOOL OF MANAGEMENT
Boston, MA01-2010
Skills
- Brand management
- Media planning
- Influencer marketing
- Consumer insights
- Social media strategy
- Staff coaching
- Performance monitoring
- Brand strategy
- Partnership development
- Market analysis
- Customer segmentation
- Multi-media communication
- Budget formulation
ADDITIONAL SKILLS/ACCOMPLISHMENTS
IRI/Circana Syndicated & Panel, PowerBI
Native Spanish speaker (written and verbal)
Timeline
SENIOR BRAND MANAGER
Combe Inc. (Vagisil & Seabond)
08.2024 - Current
SENIOR BRAND MANAGER
Combe Inc. (Just For Men North America)
09.2020 - 07.2024
PRODUCT INNOVATION MANAGER
Prestige Consumer Healthcare (Summer’s Eve & Monistat)
04.2019 - 08.2020
BRAND MANAGER
Prestige Consumer Healthcare (Dramamine, beano, Tagamet, Phazyme)
11.2016 - 03.2019
ASSOCIATE BRAND MANAGER
Prestige Consumer Healthcare (Monistat, ept, Uristat)
06.2015 - 10.2016
MARKETING MANAGER
L’Oreal (Maybelline)
06.2014 - 01.2015
ASSISTANT BRAND MANAGER
Dannon (Light & Fit)
12.2011 - 06.2014
ANALYST
Dannon (Danimals & Danonino)
02.2010 - 11.2011
Masters in Business Administration Executive - Business
NEW YORK UNIVERSITY STERN SCHOOL OF BUSINESS
Bachelors of Science - Business Administration
BOSTON UNIVERSITY SCHOOL OF MANAGEMENT
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