Laura Horne
Summary
Experienced Chief Revenue Officer with a demonstrated history of working in the cosmetics, consumer packaged goods, and health care industries. Pragmatic professional with solid experience in leadership roles. Adept at implementing strategic business plans, driving growth and improving operations. Skilled in financial management and stakeholder relations. Collaborative and dedicated to building and leading talented and motivated individuals.
Overview
25
25
years of professional experience
Work History
CHIEF REVENUE OFFICER
NONAGON
02.2023 - Current
- Member of executive team, leading global market strategy and execution, reporting to the CEO
- Developed the organizational strategic plan to shift from offering products to healthcare providers to a consumer product that can be used by everyone
- Led Sales and Marketing to develop end to end Go to Market Strategy, built cross functional, international infrastructure to support launch, including integrated digital marketing and sales plans which included retail, Amazon, D2C, and Healthcare
- Accountable for omnichannel approach to new lead generation, deal management and negotiation, and account management
- Monthly engagements with board of directors and executive level communications to update on status of launch plans, results, and progress toward market penetration.
VP SALES AND MARKETING
ELVIE
11.2019 - 01.2023
- Member of the executive team, leading 80% of the global business, reporting into the CEO with responsibility for business planning, strategy, category management, revenue and profitability
- Accountable for budgeting and forecasting, building customer relationships, new item launches, and development of team
- Partnered with internal, cross functional, UK based teams to build infrastructure around basic business processes to scale organization, drive efficiency and execute strategic go to market plans that drove a profit CAGR of 3000% over 3 years
- Developed and executed business plans for total US Retail (Walmart, Target, Best Buy, bbB), Amazon, Healthcare, and Direct to Consumer business that is focused on delivering 2x growth vs prior year
- Supported leadership team in Series C funding raise through discussions with potential investors about US sales and marketing objectives, new product launches, and go to market strategies
- Leadership on D2C that drove efficiencies resulting in CPA improvements, increased sales and profit
- Onboarded entire, multi-level, fully remote sales and marketing team of 20 people through the US and UK.
CUSTOMER TEAM LEAD
RECKITT
05.2018 - 11.2019
- Streamlined the organizations' Close Out process, worth $150M in shipments, through working with Active International, Ollie's Bargain Outlet, Big Lots, Liberty Distribution and 5 other close out customers
- Managed the sell in of $70MM in gross shipments Discounters, Military, and Professional channel including Dollar General, Family Dollar, Dollar Tree, Ulta, and the Military business which grew over 10%
- Developed exclusive items for Discounters that allowed the negotiation of a net revenue improvement of +2% for total Discount Channel P&L in less than 1 year
- Lead and developed a multi-level team of 4.
FIELD SALES VICE PRESIDENT
L'OREAL USA
05.2015 - 05.2018
- Led strategic negotiations focused on go to market plans, in store executions, inventory reductions, and overall account profitability that led to a $20M net profitability increase
- Managed the sell in of over $200MM in shipments, and $350M in retail sales, through forecasting, tracking, and analyzing base business, displays, PIPE, and promotional orders, that accounted for 15% of the total division
- Drove consumption by selling marketing concepts to the CVS headquarter beauty team that would be executed in CVS stores that featured new items, unique display executions, and outstanding in store presence
- Responsible for the improvement of the P&L for $350MM in retail sales, over $200MM in shipments and 15% of the total division
- Projected to grow the total Maybelline, Garnier and essie business 0.4 $ share points by year end 2017 and increase the overall business portfolio by $5MM in retail sales
- Collaborated with CVS and internal management to reduce inventory on MNY by over 3MM units and $20MM while still maintaining overall net profitability on the brand
- Negotiated the execution of an essie exclusive nail bar that drove 27% growth vs stores non-nail bar stores
- Launched Whole Blends into market gaining a 3.5 $ share during launch and a 2.7 exit $ share in 9 months in the marketplace to over-index versus the CVS hair care category
- Hired and developed a team of 7 to 12 people, promoting 5, integrating new members through on boarding, and having no regrettable losses.
NATIONAL ACCOUNT DIRECTOR
L'OREAL CANADA
07.2013 - 05.2015
- Managed $50MM in retail sales on the L'Oreal Paris, Maybelline, Garnier, and essie business for Loblaw, Real Canadian Super Store, No Frills, Rexall, McKesson Distributor London Drugs and Target Canada while integrating into the L'Oreal Canada organization
- First, and only, US sales person to go international from L'Oreal USA
- Executed Fruit Market Invasion at Real Canadian Super Store integrating Fructis into areas outside of beauty that drove 75% lift in sales and 2 $ share gain
- Implemented the test of 2 essie / Maybelline NY exclusive merchandising units as secondary placement that drove 35% lift versus non-test stores
- Negotiated agreement at Target Canada to gain 85 incremental SKUs distribution across L'Oreal Paris Hair Care, L'Oreal Hair Color, Garnier Hair Care and Garnier Hair Color
- Gained alignment for 12 out of 12 months of display execution on L'Oreal CPD business at Target Canada
- Lead and developed a team of 10 people, promoting 4, integrating new members through on boarding and having only 1 regrettable loss.
SENIOR MANAGER TRADE MARKETING
L'OREAL USA
01.2012 - 07.2013
- Provided leadership and strategic direction to coordinate, plan, implement and analyze account programs to support and grow sales for Target, CVS, Walgreens, and alternative distribution accounts
- Managed above the line and below the line spending for all accounts that sold the essie brand
- Presented yearly marketing and trade marketing plan to the senior L'Oreal USA Consumer Products Division management team
- Lead cross functional teams to balance account requests and expectations with brand strategy.
NATIONAL ACCOUNT MANAGER, CVS
L'OREAL USA
03.2010 - 12.2011
- Developed and executed yearly Strategic Business Plans, against $150M in retail sales, to exceed volume, share and sales forecasts and built MNY from the #4 brand to the #1 brand in the category
- Managed workload of Category Development Manager, Logistics Manager, and On Site Business Analyst to accomplish and lead sales goals
- Implemented Strategic marketing plans to sell the marketing vision and direction to CVS that built the MNY business from the #4 brand to the #1 brand in the category
- Supported the launch and execution of essie as a brand at CVS
- Certified as Change Agent.
SOUTHEAST REGION MANAGER
L'OREAL USA
01.2008 - 02.2010
- Delivered on volume and share forecast by overseeing the development and execution of yearly Strategic Business Plans
- Hired, trained, developed and lead between 4 to 6 Key Account Managers that were responsible for large regional Food and Mass Accounts - Publix, Winn-Dixie, Food Lion, Meijer, Giant Eagle.
SALES AND BRAND TRAINING SPECIALIST
ALTRIA
01.2006 - 12.2007
- Developed and facilitated people management skill-based training program for new managers.
BUSINESS PROCESS AND TECHNOLOGY PROJECT COORDINATOR
ALTRIA
09.2004 - 12.2005
- Improved Field Sales execution through business process and technology enhancements.
UNIT MANAGER
ALTRIA
08.2002 - 08.2004
- Managed over $50 Million dollars in annual sales and over $12 million in support resources.
TERRITORY SALES MANAGER
ALTRIA
05.1999 - 07.2002
- Managed over $10 Million dollars in annual sales and over $2.5 million in support resources
- Sold merchandising agreements, new brands, and promotional opportunities.
Education
Bachelor of Arts in Psychology -
UNIVERSITY OF GEORIGA
06.1999
Skills
- Pricing strategy
- Business development
- Competitive intelligence
- Marketing alignment
- Revenue optimization
- Data-driven decision making
- Channel partnerships
- Contract negotiation
- Cross-functional collaboration
- Sales enablement
Timeline
CHIEF REVENUE OFFICER
NONAGON
02.2023 - Current
VP SALES AND MARKETING
ELVIE
11.2019 - 01.2023
CUSTOMER TEAM LEAD
RECKITT
05.2018 - 11.2019
FIELD SALES VICE PRESIDENT
L'OREAL USA
05.2015 - 05.2018
NATIONAL ACCOUNT DIRECTOR
L'OREAL CANADA
07.2013 - 05.2015
SENIOR MANAGER TRADE MARKETING
L'OREAL USA
01.2012 - 07.2013
NATIONAL ACCOUNT MANAGER, CVS
L'OREAL USA
03.2010 - 12.2011
SOUTHEAST REGION MANAGER
L'OREAL USA
01.2008 - 02.2010
SALES AND BRAND TRAINING SPECIALIST
ALTRIA
01.2006 - 12.2007
BUSINESS PROCESS AND TECHNOLOGY PROJECT COORDINATOR
ALTRIA
09.2004 - 12.2005
UNIT MANAGER
ALTRIA
08.2002 - 08.2004
TERRITORY SALES MANAGER
ALTRIA
05.1999 - 07.2002
Bachelor of Arts in Psychology -
UNIVERSITY OF GEORIGA
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