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.
Miami, FL (Remote)
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
New York, NY
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
New York, NY
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
New York, NY
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
New York, NY
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
New York, NY
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