Jessica Lunt

Leader of end-to-end category growth strategies for a $30M portfolio. In 2024, drove 11% increase in Net Sales, delivering strongest financial performance in Weleda U.S. history. Currently leading strategy to double brand size within five years while managing a brand manager in a scrappy, agile environment.

• Delivered 27% sales growth for brand’s second-largest category by developing insight-driven innovation strategy, securing retail partner buy-in in natural grocery, and executing strategic channel expansion.
• Directed Target-exclusive innovation from concept to execution, managing co-man to achieve 9-month timeline. Innovation delivers 3% revenue growth in 2025 and strengthens footprint in a key channel.
• Led localization of the global innovation pipeline by partnering with global marketing, R&D, and supply chain teams on SKU mix and U.S. positioning; U.S. recognized as the top global growth market in 2024.
• Partnered with eCommerce team on new omnichannel equity campaign, strengthening brand consistency across touchpoints and contributing to 9% Amazon and 17% DTC Gross Sales growth YTD.

Orchestrated inaugural launch campaign for $90M omni channel brand while building company’s first brand marketing team. Led brand manager and social media manager, built an integrated agency team, recruited the innovation team, and secured partnerships while defining activation calendar across retail and DTC.

• Spearheaded brand repositioning to increase household penetration by conducting persona research, defining target audience, and establishing brand house for consistent brand communication. Increased penetration 20bps within three months.
• Implemented framework to track brand health, measuring progress across awareness, conversion, and sentiment to inform strategy. Led RFP, selected partner, and secured contract.
• Built and led first brand Integrated Agency Team including creative agency of record, media agency, PR agency, internal design team, and internal social media team to deliver late 2023 national campaign.
• Pioneered value-based pricing model for pod category, setting a strategy to close a $20M share gap in retail and improve market competitiveness across distribution channels.

Led $300M portfolio of 8 brands and a team of 4, overseeing a $20M media budget, innovation strategy, and activation plan to deliver profitable growth for Reckitt’s highest-margin brands.

• Developed portfolio modernization plan. Plan grew top-line business 5% on top of 3-year CAGR of 5%.
• Achieved highest ever household penetration of Resolve by recruiting new pet owners through channel expansion and purpose-driven advertising requiring daily collaboration with advertising agencies.
• Spearheaded geo-targeted media strategy for septic additive brand, improving ROI by 36% and capturing key consumer segments with tailored messaging, a shift that elevated brand effectiveness.

Communications lead for $800M brand during best performance year in history. Managed communication strategy and over 5 creative campaigns from brief to execution with agency teams.

• Managed advertising strategy and $150M media budget to deliver 70% increase in value sales and high-performing advertising measured by in-market ACE metrics amidst supply-chain challenges.
• Developed first Lysol app to track illness: built strategy, led cross-functional team, and crafted $1M launch plan to achieve 120k downloads, 125% above KPI. Recognized with entrepreneurship award.
• Determined ROI test for unique digital creative for custom audiences. Identified insights and audiences, led creative development, and executed. Results incorporated into global marketing playbook.

Led support model strategy, innovation strategy, and agency ecosystem for UK’s #1 heartburn relief brand.

• Designed superiority campaign to grow market share leadership of #1 product in category. Drove project from brief to launch; product grew 20bps of share vs. competitor in two months.
• Championed audience building and multi-year remarketing plan by partnering with content agency and digital-marketing team. Plan forecasted to grow brand 1P database 50% in 2 years.
• Led development of point of market entry campaign that drove 14% increase in 'brand for me' equity measure and 26bps of new penetration with millennial target market through engaging digital content.

Responsible for largest brand in Reckitt UK portfolio and leadership of assistant brand manager. Awarded international career promotion with Reckitt to establish international brand-ownership experience.

• Devised strategic growth plan with full P&L ownership to increase market share 200bps in one year by commercializing in-market sustainability trend – recognized as team of the year.
• Directed largest revenue driving product launch for company; built go-to-market strategy complete with top testing advertising, PR event, in-store activation, new packaging, and retailer roadshow.
• Formed project team including R&D, supply chain, and regulatory to launch innovative wipe to combat number one product usage barrier. Product launch drove 200bps share growth for Dettol wipes format.

Innovation lead for North America, Europe, and New Zealand for $1B OTC healthcare brand. Owned P&L and delivered 10 innovations by conducting concept testing and category mapping. Recognized as 1 of 15 Rising Stars from Reckitt’s 10 global power markets for strategic ability and leading with purpose.

• Constructed multi-year pediatric growth strategy to step change category declines. Responsible for strategy from ideation to strategic alignment with customers.
• Developed placement principles to drive growth for pediatric retail shelf. Aligned 22-week test plot with 3rd largest US retailer and achieved 2.8% sales growth. Test scaled to 10% more stores the following year.

Launched new format for leading OTC brand, achieving greatest market share gains of any brand in category.

• Autonomously researched, entered, and won Product of the Year Award to create point-of-brand superiority where one did not exist in highly competitive market. Drove 10% lift on all promotions.
• Organized cross-functional team including sales, finance, and supply chain to increase stability of packaging while reducing excess cardboard to deliver $300K in gross profit in three months.

• Partnered with Costco on premium-pricing strategy for Finish, developing a price-sloping model to drive category trade-up and deliver 8% sales growth versus prior year.

• Developed air-care growth strategy for CVS leveraging syndicated data to drive a 5% shelf-space increase and 12% in-market consumption increase for Air Wick; recognized as best in class by CVS manager.