John Richard Grella
Glen Cove
Summary
Results-driven leader with a strong background in strategic brand management and organizational growth. Highly skilled in developing and implementing effective business strategies, optimizing processes, and driving team performance. Recognized for adaptability, effective collaboration, and consistently delivering measurable outcomes in dynamic environments. Exceptional communication and problem-solving abilities, coupled with a focus on fostering productive and positive team culture. Over 10 years of experience in the prestige/luxury fragrance and cosmetics sector, bringing a wealth of industry knowledge and expertise to drive success.
Overview
13
13
years of professional experience
Work History
DIRECTOR, U.S. MARKETING - TORY BURCH BEAUTY
Shiseido Americas Corporation
02.2024 - Current
- Successfully drive double-digit revenue growth for the Tory Burch brand by establishing a robust marketing strategy that enhances brand visibility and customer engagement
- Launched SUBLIME by Tory Burch in the U.S. market, achieving significant brand rank growth and successfully raising brand awareness and retail sales for Shiseido Americas in 2024
- Serve as the media leader for all digital, social, and out-of-home (OOH) initiatives for the brand in the U.S. market, executing targeted programming
- Spearhead innovative marketing initiatives that redefine brand positioning and cultivate a forward-thinking culture that embraces creativity and agility
- Collaborate with international teams to synchronize marketing efforts, ensuring brand consistency while adapting strategies to resonate with local markets
- Pioneer the expansion of digital marketing channels, resulting in increased online sales and enhanced customer interaction through targeted social media campaigns and e-commerce strategies
- Cultivate a high-performing marketing team through mentorship and professional development, fostering a collaborative environment that promotes innovative thinking
- Initiate strategic partnerships and collaborations that elevate brand prestige and expand market reach, contributing to increased consumer interest and loyalty
- Implement consumer insights into marketing strategies to enhance the overall customer experience and strengthen brand affinity across diverse demographics
- Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth
DIRECTOR OF EVENTS & EDUCATION
Shiseido Americas Corporation
06.2018 - 02.2024
- Lead for US region on Clé de Peau Beauté, Hermès Beauté, Tory Burch, Narciso Rodriguez, and Issey Miyake
- Design and develop event strategies tethered to the total commercial sales plan to achieve annual targets
- Manage the promotional event and education budgets for seven brands with monthly budget rationalization
- Partner with internal and external PR firms to bring top talent and press to event experiences for widest reach
- Partner with the sales leads to define education and event strategies to support the total business
- Work closely with retail partners on design and execution of various event formats to meet needs of business
- Partner with global & fashion house counterparts on best practices and long-term strategy planning
- Maintain artist relationships and travel management for high-profile talent to perform events
- Lead production of all creative elements and tools for in store and virtual events and animations
- Negotiate contracts with such service providers and suppliers as hotels, convention centers and global talent
- Appointed project lead for Virtual Livestream Initiative in 2021
- Oversee a team of two direct reports, seven field trainers, and ongoing celebrity artist partnerships
- Supported organizational growth by recruiting, training, and mentoring top talent in the events industry
DIRECTOR OF MARKETING
Shiseido Americas Corporation
01.2016 - 06.2018
- Oversaw the management of Burberry and Dolce&Gabbana brand licenses for fragrances and beauty in US region
- Aided in the acquisition of Dolce&Gabbana Beauty into the Shiseido portfolio during the 2016 brand merger
- Improved Burberry brand NPD ranking with a +43% increase over the previous year
- Partnered with media agencies to advertise brands on television, in print and on digital platforms
- Managed relationships with Visual Merchandizing teams for brand roll-out and new counter openings
- Liaison with finance teams to ensure reporting and contractual agreements were met with brand holders
- Optimized marketing automation and led nurturing processes through email, content and social channel
- Worked with management to create and manage marketing budgets that delivered clear return on investment
BRAND MARKETING MANAGER
Shiseido Americas Corporation
06.2015 - 09.2016
- Leader of all daily management responsibilites of Burberry Beauty US commercial business
- Spearheaded cross-departmental protocols within the Shiseido organization to define working with license brands
- Responsible for forecasting and budgeting all point-of-sale merchandise in varied points of distribution
- Successfully launched Burberry color cosmetics within the Sephora distribution channel
- Supported Head of Sales with a dual-reporting structure of education and field team support
- Oversaw the direction of media and print advertisements from concept to finalization
- First luxury beauty brand to partner with Pinterest on a client sampling initiative
- Implemented performance tracking systems to monitor campaign effectiveness, making adjustments as necessary to optimize results
MARKETING & PRODUCT DEVELOPMENT BRAND MANAGER
TEMPTU
05.2012 - 06.2015
- Worked closely with the CEO and CMO to develop campaigns and overall brand strategy
- Supported direct selling accounts such as QVC and The Shopping Channel in Canada
- Built third-party sampling partnerships
- Led development management between the New York office and factories in China
- Spearheaded the launch of lipsticks and lip gloss into the color catalog to diversify the brand portfolio
- Managed importation documentation for tools and goods from overseas vendors
- Facilitated the quality control protocol for all products produced in the United States and China
- Maintained budgeting and forecast documents for both professional and consumer franchises
Education
Master's of Profession Studies - Cosmetics & Fragrance Marketing & Management
Fashion Institute of Technology
New York, NY01-2019
Bachelor of Science - Business Management
LIM College
New York, New York 01-2012
Skills
- Excellent verbal and written communication
- Decision-making & relationship building
- People management and team development
- Product development and project management
Timeline
DIRECTOR, U.S. MARKETING - TORY BURCH BEAUTY
Shiseido Americas Corporation
02.2024 - Current
DIRECTOR OF EVENTS & EDUCATION
Shiseido Americas Corporation
06.2018 - 02.2024
DIRECTOR OF MARKETING
Shiseido Americas Corporation
01.2016 - 06.2018
BRAND MARKETING MANAGER
Shiseido Americas Corporation
06.2015 - 09.2016
MARKETING & PRODUCT DEVELOPMENT BRAND MANAGER
TEMPTU
05.2012 - 06.2015
Master's of Profession Studies - Cosmetics & Fragrance Marketing & Management
Fashion Institute of Technology
Bachelor of Science - Business Management
LIM College
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