Kaitlin Bonner
Rowley,MA
Summary
Results-driven brand and marketing executive with 17+ years of experience scaling brands in consumer and subscription businesses. Proven track record of improving brand health and driving customer acquisition by integrating brand strategy with performance marketing. Experienced in strategic GTM planning, storytelling, and integrated campaign development that delivers measurable outcomes. Known for fostering a collaborative environment and building high-performing across DTC, retail, and global markets. Focused on measurable impact through content, creative performance, and media optimization to grow engagement and ROI.
Overview
20
20
years of professional experience
Work History
Senior Director of Global Brand and Product Marketing
SimpliSafe Home Security
12.2021 - Current
- Lead SimpliSafe’s global brand marketing function, owning go-to-market strategy, brand positioning, brand equity development, integrated marketing strategy, and full-funnel communications across DTC, retail, and partner channels. Reporting to the CMO and partnering across Product, Growth, and CX, I've transformed the role of brand as a growth lever through business-aligned storytelling, creative performance, and integrated GTM execution.
- Repositioned SimpliSafe as a modern challenger brand, delivering double-digit lifts in trust, familiarity, and consideration through cross-channel campaigns and clear messaging hierarchy.
- Built and operationalized a new GTM model to unify product, brand, and creative teams around launch planning, messaging development, and sequencing across DTC, retail, telesales, and CX.
- Spearheaded brand health measurement strategy, integrating Ipsos/Kantar/META lift data with brand and performance KPIs to guide creative and budget allocation.
- Led creative testing and performance strategy across paid channels, including Meta and Google; implemented test-and-learn frameworks that improved CAC-to-LTV ratios and creative yield.
- Launched new influencer strategy, delivering improved engagement and cost-per-lead metrics while growing trust-driving testimonial content.
- Developed and scaled social strategy, including organic content and TikTok launch (3M+ views in 30 days); 55% YoY engagement lift.
- Modernized TV and video strategy, achieving top 10% of brand and performance scores in Ipsos/Kantar database.
- Championed AI and GEO adoption across brand workflows, from creative automation to generative content, incrementality measurement, and zero-click search optimization.
- Oversaw internal creative team and agency relationships, optimizing delivery models and resourcing to support speed and campaign volume.
- Created Brand Center of Excellence, equipping cross-functional teams with frameworks, messaging guidance, and creative playbooks to ensure consistency and speed.
- Grow and mentor high-performing teams across brand, creative, and content, nurturing talent at all levels and scaling organizational design to support both startup scrappiness and enterprise rigor.
Senior Director, Global Brand & Product Marketing
iRobot
02.2019 - 12.2021
- Owned brand marketing and global go-to-market strategy across multiple categories, leading repositioning efforts, global campaigns, and the launch of iRobot’s first subscription model. Reported to the CMO and partnered across Product, Innovation, and International to drive brand consistency and customer acquisition across 15+ markets.
- Repositioned the iRobot brand to elevate emotional connection and product differentiation, resulting in a 10-point TOM awareness lift in three months.
- Led global GTM planning and campaign development for six major product launches across the floor care and robotics portfolios.
- Created iRobot’s first subscription launch strategy (iRobot Select), overseeing messaging, channel activation, and brand architecture integration.
- Developed global brand messaging and content frameworks to improve storytelling consistency across owned, earned, and paid media.
- Drove alignment across cross-functional stakeholders to evolve the product positioning and campaign narratives for Smart Home partnerships.
- Oversaw global agency relationships and internal creative team to support asset development, social content, and launch execution.
- Partnered with Research & Insights to refine brand health tracking and campaign measurement for brand equity and demand KPIs.
- Supported global marketing team reorganization to integrate content, brand, and GTM into a unified marketing structure.
- Mentored a high-performing global team and helped scale structure and talent to support expanding product portfolio and cross-functional alignment.
Global Marketing Director, Product Marketing
iRobot
01.2017 - 01.2019
- Led global product marketing and go-to-market operations for flagship Roomba and Braava franchises. Partnered cross-functionally with Brand, Product, Insights, and Creative teams to scale launches and improve customer acquisition across key global markets.
- Directed GTM planning for global product portfolio, aligning launch strategy, creative development, and commercial rollouts across North America, EMEA, and APAC.
- Developed product positioning frameworks and core messaging hierarchies to ensure consistency across channels and regions.
- Created and rolled out integrated campaign toolkits across TV, digital, retail, and web, adapting messaging by market while preserving brand integrity.
- Established scalable GTM playbooks to streamline launch execution and internal team alignment.
- Served as global product storytelling lead in partnership with Product Management and R&D, connecting product strategy to customer benefit.
- Managed agency relationships and creative development for global product marketing campaigns and content.
- Supported performance marketing alignment by integrating value prop testing and cross-channel learning into campaign development.
- Helped mentor and grow a lean global product marketing team to deliver speed, scale, and campaign impact across markets.
Global Senior Brand Manager
iRobot
01.2016 - 01.2017
- Led global brand strategy, campaign development, and messaging alignment across regions to scale brand equity and demand generation. Focused on improving consistency and performance of brand communications across markets and touchpoints.
- Developed and implemented brand positioning frameworks and creative guardrails across the product portfolio to support global campaign consistency.
- Partnered with insights and media to build a brand health tracking model aligned with advertising ROI and full-funnel impact.
- Guided the creative development and launch of integrated campaigns (TV, digital, video, social), resulting in stronger favorability and message recall.
- Aligned cross-regional teams on global brand standards to support cohesive storytelling and visual identity.
- Managed global creative agency, campaign development and execution across global markets.
Global Brand Manager
iRobot
01.2014 - 01.2016
- Managed integrated marketing and brand positioning, with focus on improving consistency of messaging across global markets
- Implemented global media strategies for the company’s floor-care product portfolio, as well as the full optimization of bi-annual media plans based on full-funnel ROI model analytics.
- Managed multiple agency RFPs and coordinated activities with relevant global media and creative agencies.
- Influenced global media strategies in partnership with regional marketing teams within the APAC and EMEA territories while also guiding the creative development and execution of various television, digital, video, and social campaigns.
Senior Brand Manager, North America
Timberland
09.2012 - 01.2014
- Scaled TimberlandPRO division of work boots directing brand strategy and full-funnel marketing, managing national campaign execution and cross-functional sales alignment.
- Owned a $15M brand budget, overseeing planning and execution across five agencies.
- Led seasonal GTM campaign planning and content execution across digital, retail, and media channels.
- Integrated grassroots marketing strategies with regional sales to drive relevance and reach in priority markets.
- Delivered measurable improvements in engagement, sales alignment, and media ROI across key markets.
- Drove creative and messaging development, leading to expanded product visibility and retailer activation.
Associate Media Director
MullenLowe U.S.
01.2006 - 01.2012
- Directed strategic media and creative planning for 6+ national brands, with focus on consumer engagement and campaign performance.
- Oversaw cross-functional client relationships and served as media strategy lead for high-value accounts.
- Developed integrated media plans across traditional and digital platforms, with accountability for budget optimization and execution.
- Played a pivotal role in new business pitches and campaign development as part of the agency’s strategic leadership team.
Education
Bachelor of Arts - Journalism
University of Rhode Island
01.2001
Skills
- Integrated Brand & Product Strategy
- Full-Funnel Campaign Development
- Influencer & Social Content Strategy
- Agency & Creative Team Leadership
- Go-to-Market Excellence
- Brand Architecture & Positioning
- DTC / Performance Marketing
- Global Brand Management
Timeline
Senior Director of Global Brand and Product Marketing
SimpliSafe Home Security
12.2021 - Current
Senior Director, Global Brand & Product Marketing
iRobot
02.2019 - 12.2021
Global Marketing Director, Product Marketing
iRobot
01.2017 - 01.2019
Global Senior Brand Manager
iRobot
01.2016 - 01.2017
Global Brand Manager
iRobot
01.2014 - 01.2016
Senior Brand Manager, North America
Timberland
09.2012 - 01.2014
Associate Media Director
MullenLowe U.S.
01.2006 - 01.2012
Bachelor of Arts - Journalism
University of Rhode Island