Kristin DeSimone
Pelham,NY
Summary
Results driven marketing leader with +10 years of proven accomplishments in driving growth and increasing profits across top beauty brands. Articulate and driven leader with high energy and engaging personality. Hardworking team builder motivational in maximizing personnel performance and surpassing business objectives. Currently leading global pipeline development, strategy and marketing programs for Eylure. Key objectives are to optimize global volume growth ($65MM+) and profitability while building brand equity that supports, innovation, consumer engagement, and sustainability
Overview
16
16
years of professional experience
Work History
Senior Brand Manager
PDC Brands
01.2016 - Current
- Lead P&L of $65MM in global annual sales.
- Responsible for growing US market fueled by innovation, distribution, and e-commerce; US Sales: 2017-2018 +72% growth, +2.3 share points/ 2019-2022 +15% growth, +2.2 share points
- Spearhead strategic brand plans for multiple product lines to increase market share and brand awareness.
- Manage 3-year global development and pipeline across fast-growing eye beauty categories (false lash, eyebrow, serums)
- Led development and consumer testing of Lash & Brow enhancing serum as well as execution of robust digital media campaign at launch. Est $3MM sales.
- Spearheaded strategic brand plans for multiple product lines to increase market share and brand awareness.
- Successfully launched patented magnetic eyeliner & lash innovation PROMAGNETIC® +$8MM (1.5 share) with sell-in of incremental display endcaps, robust media, and influencer support
- Oversee e-commerce strategy including, pipeline, sales tracking, end-to-end integration with B&M & Amazon. Partner with sales to proactively deliver financial targets resulting in gross margin improvements.
- Monitor and evaluate global marketing and advertising campaigns to support brand consistency and engagement
- Cultivate relationships with key stakeholders, vendors and industry influencers to create positive brand experiences.
- Create and manage brand budget ($5MM) and manage P&L to deliver profit
- Research market trends to identify customer needs and preferences for strategic planning.
- Manage and develop direct reports. Recently promoted Marketing Coordinator to Assistant Brand Manager
Marketing Manager- Sally Hansen
Coty
01.2014 - 01.2016
- Led P&L of brands with combined $175MM in annual sales
- Grew Sally Hansen Nail Color share from 38.6 to 39.0 via breakthrough innovation and portfolio management of key franchises
- Spearheaded launch of $34MM innovation with robust $17MM media (TV, OLV, Social, Print), sell-in of incremental display endcaps, and secured optimal shelf placement across major retailers
- Led growth across base brands (+9%) Complete Salon Manicure, Insta-Dri, Xtreme Wear during halo effect of Miracle Gel due to full media mix including TV, Print and Digital
- Re-launched #1Fast Dry franchise Insta-Dri via formula upgrades, integrated media support, and new shades that delivered 21% sales lift, +1.2pt share growth, and achieved #4 ranking (up from #5)
- Collaborate with demand planning to deliver +75% shipment accuracy and analyzed monthly consumption trends to meet financial targets
- Manage development of 2 direct reports
Marketing Manager | Assistant Marketing Manager
Coty
01.2012 - 01.2014
- Defined business strategy, development, and execution of fragrance + personal care holiday portfolio
- 80MM in retail sales; 12+ brands; 180+ skus
- Extended share leadership (+1.9) Leading customization and implementation of highly complex holiday business
- Spearheaded packaging development, media strategy and in-store merchandising execution across celebrity, designer, and lifestyle brands for holiday campaign
- Responsible for $7MM marketing budget and managed P&L to deliver profitable C2
- Selected by VP to lead acquisition modeling across fragrance and personal care opportunities
- Led analysis of acquiring $14MM fragrance brand and reported findings to company President
- Managed development of one direct report
Associate Marketing Manager
Time Inc.
01.2011 - 01.2012
- Provided brand strategies for print, digital, and partnership efforts which drive maximized marketing mix including test strategies with regional and seasonal targeting
- Developed custom Partnership campaigns that provide comprehensive branded marketing solutions, comprise compelling research, and lifetime value analysis to ensure profitability
- Managed quarterly marketing campaigns for online, email and SEM
- Present performance data to management, including ROI and customer lifetime value assessments
Assistant Marketing Manager
Martha Stewart Omnimedia
01.2010 - 01.2011
- Crafted and executed creative test ideas across Acquisition sources resulting in response lifts of over 20%, increased profitability, and successful roll outs on future campaigns
- Assisted in the successful launch of Martha Stewart Living iPad subscriptions
- Analyzed results independently to provide relevant test strategies; Cascade E-mail executing resulted in 50% lift in incremental response, Price Testing initiatives ensuring profitability
Client Associate
Wells Fargo Advisors
01.2007 - 12.2009
- Reported directly to Managing Director and Vice President of Wealth Management Group producing $2MM annually.
- Analyzed client performance and prepared quarterly reports detailing group revenue and market returns
- Responsible for written client communication summarizing meetings, reporting performance results, and developing financial plans
Education
Bachelor of Science - Psychology
Fordham University
Bronx, NY05.2007
Skills
- Brand Development and Marketing
- Retail Knowledge
- Margin Goals
- Brand Strategy
- Strategic Brand Management
- Providing Leadership
- Team Member Development
- Global Sales and Marketing
- Strategy Development
- Multi-Channel Campaigns
Timeline
Senior Brand Manager
PDC Brands
01.2016 - Current
Marketing Manager- Sally Hansen
Coty
01.2014 - 01.2016
Marketing Manager | Assistant Marketing Manager
Coty
01.2012 - 01.2014
Associate Marketing Manager
Time Inc.
01.2011 - 01.2012
Assistant Marketing Manager
Martha Stewart Omnimedia
01.2010 - 01.2011
Client Associate
Wells Fargo Advisors
01.2007 - 12.2009
Bachelor of Science - Psychology
Fordham University
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