James "Hayden" Spencer

• Shaped portfolio strategy across premium, mid-tier, and value brands, maximizing total portfolio performance while minimizing cannibalization
• Defined price tiers, promotional roles, and value propositions aligned to distinct consumer segments
• Led cross-brand pricing and consumer research initiatives to validate winning strategies and improve competitiveness
• Partnered cross-functionally to align distribution strategy, channel roles, and brand positioning across the portfolio

• Lead conversion strategy across a $25M promotional budget, influencing $180M+ in commercial investment to drive profitable growth and ROI optimization
• Rebuilt go-to-market model by simplifying promotional architecture, improving retailer execution, consumer conversion, and investment efficiency
• Shifted organization from unit-driven to margin-focused decision making, introducing frameworks to evaluate profitability and return on spend
• Developed and scaled a ROI analytics tool enabling Marketing & Sales to optimize activation performance and resource allocation
• Led first-ever promotion conjoint study to define optimal discount depth, balancing volume, margin, and share
• Promotions & Commercial Optimization

• Lead a team of 3 with full P&L ownership, driving profitable growth through 2026 planning, margin expansion, and cost efficiencies
• Own Revenue Growth Management (RGM) levers across pricing, mix, and investment to optimize total business performance
• Directed agency briefing and go-to-market strategy for a major innovation launch, deploying ~$18M in support investment
• Influenced cross-functional teams (Innovation, Sales, Finance) to define winning product proposition and pricing, securing incremental shelf placement in adjacent categories

Responsible for developing innovation pipeline of +8.7% for the next 3 years, surpassing $2B as a global brand.

• Manage cross-functional team across 2 continents and 3 factories to develop the first of its kind packaging that addresses consumer/retailer pain points, validated with the consumer at the shelf & via product usage, while achieving Reckitt’s total North America plastic reduction goals (plastic reduction was -65%)
• Create long term consumer centric innovation requiring cap-ex approval, and alignment with markets to deliver a category superior product, paired with a new concept to deliver a planned +4% topline growth while maintaining GM%
• Design and validate a global artwork relaunch: improving shelf impression, purchase intent, and promoting trade up through pack simplification and amplification of key purchase drivers.
• Identify and lead opportunities to drive efficiencies allowing further reinvestment back into the business to create fuel for growth (cross-continent bottle harmonizations, formula consolidation, factory sourcing, etc.)
• Partner with regional markets to support delivery of key business objectives such as topline growth, margin improvement, household penetration improvements, and market share growth to ensure global outperformance.

P&L responsibility for $800M portfolio. Own go-to Market for new category creation. Managed 2 direct reports and a cross-functional team of 10 across Marketing, R&D, Manufacturing, Regulatory, & others

• Create and lead the go-to-market strategy for a category creation innovation (Lysol Air Sanitizer) that overperformed launch KPIs (1.8% HHP, 8% MS, and $31.5M in the first half year of launch)
• Deliver annual growth of +30% top line through elevating relevancy across key inflection points to the consumer and with retailers (back to school, holidays, spring cleaning)
• End-to-end ownership for consumer and supply validated plan to adjust portfolio packaging to improve consumer experience, grow margins by +200bps, streamline factory sourcing and ensure business continuity planning.
• Build a superiority defense plan to defend market share vs P&G launch, Microban with adjustments to pack, comms, in store execution, and retailer pitch stories.
• Validated and delivered two price increases to protect margin under inflationary pressure and resolve channel conflicts.
• Led annual strategic planning process for a brand facing a steep decline by leveraging consumer insights to create a plan focused on maximizing retention amongst new covid entrants and increasing usage occasions.

Manage the Lysol brand through the start of covid ensuring right message track with consumers and identifying portfolio optimizations/efficiencies to ensure product availability resulting in market share win of +5000bps.

• Partner with Major League Baseball to promote “return to the stadiums” post covid lockdown with the strategic intent of driving Lysol on-the-go product awareness through stadium events and social sweepstakes resulting in record-setting CPA for Reckitt unlocking.
• Leveraged consumer insights to evolve packaging to increase key purchase driver attributes while not risking strong brand equity/recognizability increasing purchase intent by +29% (+47% for non-users)
• Managed and developed direct reports (2), fostering a growth-oriented environment while ensuring on-time project delivery.

Delivered a successful new brand creation/launch from product formulation to brand playbook/comms, including a roadmap to $100M in 3 years (+$34M Gross Sales in 9 Months, +15% vs. launch plan)

• Create a competitive 360 plan inclusive of new comms, retailer activation, influencers, and PR resulting in a +150% increase of unit velocities and +1000bps of market share.
• Spearheaded digital marketing transformation for Reckitt, establishing Neuriva as a best-in-class full-funnel brand with real-time optimization driving efficiencies and scale amongst the key audiences.
• Led creation of the 1st gummy offering within the brain supplement space enabling +30% in distribution, +16% in PPD, and +50bps of HHP
• Design & developed the Neuriva Brain Gym mobile & desktop app to create a holistic Neuriva ecosystem beyond a vitamin.
• Create an activation with Jeopardy leading to +54% increase in CTP vs Y1 base campaign (8X higher than VMS benchmarks), hit record high search volume and 10x Sales on amazon.
• Consistently present to Executive Leadership to pitch & unlock incremental investment further accelerating brand outperformance (unlocking an additional $10M in support)

P&L responsibility for $200MM portfolio. Direct responsibility for $30MM marketing budget

• Achieved +24% growth on Airborne by launching new disruptive product formats (gummies) and expanding distribution across the nutrient portfolio.
• Led monthly item level forecasting (50+ SKUs) ensuring maintained accuracy with in-market performance and distribution adjustments.
• Launched a rewards program across the nutrient portfolio to promote cross-purchase and develop a robust CRM database.
• Developed a deep understanding of data reporting and ability to dissect drivers of brand/category performance.

• Created a strategic digital partnership of Rid-X/Realtor.com that delivered record breaking company CTR with a roadmap of alternative brand inclusion to drive efficiencies.