JEFF MARVEL

Owner of the strategy and growth plan to transform Splenda Sweetener into a Mission-driven Masterbrand that Helps People Live Happier, Healthier and Longer Lives.

• Increased market share through the execution of targeted product launches and promotional campaigns.

- Grew $ Share 4 pts. in the US and 8 pts. in Canada.

- Grew Splenda Stevia from #5 to the #1 in Canada.

• Led market research initiatives to gather insights on consumer preferences, trends, and competitor analysis.

- Developed Splenda four non-sweetener products.

• Developed and executed branding campaigns, including sponsorships with related and partnering entities to educate target audiences on product features, benefits, and values. For the launch of New Splenda Drink Mix.
• Evaluated and adjusted marketing strategies based on evolving market conditions and various metrics such as sales data, advertising performance reports, and customer feedback surveys to fortify year 2 launch plan for drink mix.
• Negotiated a reduction of non-working media costs by over 40%
• Mentored junior team members to develop their skills and further their professional growth.

Rubbermaid Ball and Pine Mountain

• Researched and identified new opportunities for product and brand development.
• Fostered a culture of innovation within the team by encouraging creative thinking and embracing new ideas that supported brand goals.

- Developed new lid that preserves 50% longer

- Created a co-branded Yankee Candle fire log

- Introduced new easy lighting wrapped fire starters

• Led market research initiatives to gather insights on consumer preferences, trends, and competitor analysis to determine brand positioning and messaging, that resulted in improved consumer perception and increased sales.
  
• Repositioned Javalogg (coffee-based fire log) and Creosote Buster growing sales from $200k to over $5M in two years.
  
• Collaborated with sales teams to create tailored presentations for key clients, resulting in strengthened relationships and increased business opportunities.
  
• Led team of marketing professionals, offering mentoring and coaching to build knowledge and skills.