Chana Hocharoen
Summary
Strategic product development, marketing and brand wiz with a 360 experience in consumer products with a decade of experience leading product-market strategy and supporting implementation of innovative products for unique niches. Creative strategic planner with product value and impact assessment prowess. End-to-end product leader successful bringing products from inception to rollout with efficiency and speed.
Overview
9
9
years of professional experience
Work History
Director of Product Development
Underlining Inc.
09.2021 - Current
- Spearheaded all development, from conception to delivery.
- Strengthened communication between departments by implementing regular status update meetings and centralized documentation systems.
- Optimized product lifecycle management, resulting in reduced costs and improved operational efficiency throughout the organization.
- Managed budgets effectively, preventing overspending while allocating resources where they were most needed for successful product launches.
- Evaluated competitor offerings to identify opportunities for differentiation and capitalize on market trends.
- Established a strong research and development pipeline, ensuring a continuous flow of new products to meet market demands.
- Translated information highly technical in nature to investors and senior staff and aligned product strategy with market.
- Met strict deadlines, coordinating moving parts in product team and orchestrating well-designed flow.
- Oversaw product design and roadmap and coordinated aspects of development and rollout.
- Conducted thorough market analysis, enabling informed decisions regarding product features and target audience demographics.
Brand Manager Marketing & Product Development
Maesa LLC
04.2020 - 09.2021
- Manage all brand activities of Believe Beauty, a brand consisting of 350+ color cosmetics, nail, fragrance and skincare SKUs.
- Analyze retailer and industry trend and sales data, concurrently with COG and margin data to enhance profitability of new product assortment updates and expansion efforts.
- Drive newness SKU launch and discontinuation processes to further optimize sales velocity of in-store fixtures. Spearhead package and formula development and troubleshooting unexpected delays in development to minimize costs and increase process efficiency.
- Define product storytelling and actualize 360 degree marketing plans inclusive of digital, creative marketing, PR, paid media, social media and trade marketing promotional plans.
Associate Brand Manager
Maesa LLC
08.2018 - 04.2020
- Manage all day to day activities of COLLAB Makeup, a color cosmetics brand in 3000+ Sally Beauty Stores.
- Optimize in-store fixture productivity and profitability through analysis of sales, COG, and lead times.
- Lead development for new product and store merchandising innovations through trend insights and competitive analysis.
Product Development Manager
Briogeo Hair Care
10.2017 - 07.2018
- Spearhead package and formula development with timeline creation, conceptualization, sourcing, artwork, and regulatory review.
- Optimize in-store merchandising through clear and timely communication between design-ers, retailers, and manufacturers, to boost customer attraction & sales.
- Create QA/QC protocols with SOPs to maintain efficiency of company activities, and clearly communicate expectations to contract manufacturers and guidelines for crisis management.
- Liaise with third party testing companies to obtain claim substantiation and supporting safety/efficacy data.
New Product Development Sr. Coordinator
Tarte Cosmetics
03.2016 - 04.2017
- Creation and management of new color, skincare, OTC, and collateral launch timelines for delivering new products for broadcast and B&M retailers
- Owning new launch timelines, understanding task dependencies, owners, milestones, and duration
- Driving issues to resolution using logic, creative problem solving, and effective solutions
Regulatory & QA Coordinator
Tarte Cosmetics
01.2015 - 02.2016
- Ensured product compliance North American, EU, Asian, and Australian markets for sale at Ecom and B&M retailers
- Assisted quality Ecom and retail teams in maintaining customer complaint logs, as well as developing analytical reports to support product improvements.
- Collaborated in developing and implementing document control systems for product information files (PIF). Driving issues to resolution using logic, creative problem solving, and effective solutions
Education
Master of Science - Pharmaceutics & Cosmetic Science
Long Island University
Brooklyn, NY05.2013
Bachelor of Arts - Biology
Lake Forest College
Lake Forest, IL05.2013
Skills
- 360 Degree Product Development
- Formulations & Packaging
- Product Roadmap & Lifecycle
- Adobe Creative Suite
- COG negotiation
- Product Marketing
- Campaigns & Events
- Data & Sales Analysis
- Regulatory & International Launch
Timeline
Director of Product Development
Underlining Inc.
09.2021 - Current
Brand Manager Marketing & Product Development
Maesa LLC
04.2020 - 09.2021
Associate Brand Manager
Maesa LLC
08.2018 - 04.2020
Product Development Manager
Briogeo Hair Care
10.2017 - 07.2018
New Product Development Sr. Coordinator
Tarte Cosmetics
03.2016 - 04.2017
Regulatory & QA Coordinator
Tarte Cosmetics
01.2015 - 02.2016
Master of Science - Pharmaceutics & Cosmetic Science
Long Island University
Bachelor of Arts - Biology
Lake Forest College
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