KAYLA Mathison
West Milford,NJ
Summary
Dynamic marketing leader with a proven track record at Carbona, excelling in strategic planning and data analysis. Spearheaded digital transformation and innovative campaigns, achieving significant brand repositioning. Adept at budget management and team leadership, driving growth through data-driven decisions and impactful marketing initiatives. Passionate about delivering results that resonate with consumers.
Overview
9
9
years of professional experience
Work History
Marketing Director
Carbona
Pinebrook, NJ
04.2024 - Current
- Spearheading the transformation of Carbona, leading the development and execution of a new brand strategy to drive growth, and reposition the brand in the U.S.
- Market
- Led consumer research initiatives to inform new packaging and brand positioning, set to launch in June 2025.
- Shifted marketing efforts to a fully digital strategy, leading the implementation of paid media, influencer marketing, and performance-driven campaigns to enhance brand visibility and sales.
- Overseeing new product innovation and pipeline development, driving the commercialization of new products that align with consumer needs, and market trends.
- Managing the marketing budget, optimizing spend to maximize ROI across media, content, and innovation investments.
- Leading and mentoring a marketing team of two, including an Associate Brand Manager and a Trade Marketing Manager, to execute brand initiatives and drive business results.
Ecommerce Manager/ Brand Manager
FrieslandCampina
Paramus, NJ
09.2021 - 03.2024
- Championed shopper marketing strategy development using consumer insights, POS data and market research
- Executed shopper marketing campaigns across key accounts in retail, mass merch and club
- Provide post campaign analysis to key stakeholders reviewing ROI formulated from POS data
- Coordinated consumer research to aid in re-branding and strategy development for hero brand
- Formulated and managed $3 million dollar marketing budget, providing regular status reports to leadership
- Executed paid advertising campaigns across various platforms, resulting in 3x ROAS
- Launched and managed seasonal e-commerce business, achieving profit margin target and 20% above sales target
- Lead the development and fulfillment of all processes related to field level requests including signage and displays
Associate Brand Manager
Dr. Praeger’s Purely Sensible Foods
Elmwood Park, NJ
02.2020 - 09.2021
- Translated brand strategy into winning shopper marketing programs at focus accounts
- Analyzed performance of marketing programs to identify optimizations
- Worked closely with sales team to create and deliver impactful customer specific presentations
- Managed $2.5 million dollar trade marketing budget
- Delivered regular reporting and actionable insights from syndicated data
- Managed ecommerce site development and day-to-day business
- Assisted Senior Brand Manager on influencer community management
- Managed Assistant Brand Manager & aided development
Assistant Brand Manager
Dr. Praeger’s Purely Sensible Foods
Elmwood Park, NJ
10.2017 - 02.2020
- Assisted marketing and sales teams on data analysis providing actionable recommendations
- Supported the execution of shopper marketing programs at key accounts
- Delivered monthly market research updated and maintained competitive analysis
- Executed trade and consumer events including Expo West, FNCE, CHFA, NRA, etc
- Strategized and implemented digital and print coupon programs
- Planned and executed national demo program (1,000 + demos yearly)
- Managed consumer affairs and implemented a CRM system to provide over 80% time savings
Assistant Marketing Manager
World Finer Foods
Bloomfield, New Jersey
06.2016 - 10.2017
- Responsible for managing 5 brands, including forecasting, budgeting and execution of marketing plans
- Delivered competitive analysis on portfolio of brands and guided brand teams to craft and deploy strategic counter marketing tactics
Education
Bachelors of Science - Marketing & Management
Rowan University – Rohrer College of Business
Glassboro, NJ05.2016
Skills
- Data analysis
- Pricing Optimization
- Paid search campaigns
- Budget management
- Strategic Planning
- Campaign Development
- Data-driven decision making
- Team leadership
Timeline
Marketing Director
Carbona
04.2024 - Current
Ecommerce Manager/ Brand Manager
FrieslandCampina
09.2021 - 03.2024
Associate Brand Manager
Dr. Praeger’s Purely Sensible Foods
02.2020 - 09.2021
Assistant Brand Manager
Dr. Praeger’s Purely Sensible Foods
10.2017 - 02.2020
Assistant Marketing Manager
World Finer Foods
06.2016 - 10.2017
Bachelors of Science - Marketing & Management
Rowan University – Rohrer College of Business