Mark Innace
Oakdale,USA
Summary
Marketing professional with 19 years of CPG experience in both Fortune 500 and start-up companies. Category experience in Wellness, Personal Care, Beauty, Food/ Beverage & License categories. Experience leading a $700MM Brand team and leading a 7-member Innovation team. Brand strategist who has launched new brands (i.e. ORB vitamins won 2017 New Brand of the Year), grown established brands (i.e. Nature’s Bounty sales grew from $450MM to $700MM), expanded brands into new categories/ channels (Mitchum & Almay APDEO), and revitalized legacy brands (Balance Bar) via comprehensive growth roadmaps to develop sustainable brand equity. Portfolio architect adept at building distinct brand positioning, defining consumer lanes, customizing innovation pipelines and aligning with internal stakeholders to maximize resources to achieve P&L goals for multi-brand division. Creative marketer who activates integrated omnichannel campaigns (traditional mass media, digital/ social, e-commerce) and collaborates with top agencies to create authentic messaging and bring insights to life.
Overview
21
21
years of professional experience
Work History
Marketing Manager
Early Career
- New York Saints Professional Lacrosse Club
Associate Director of Global Innovation & Marketing
Church and Dwight (Arm & Hammer, OxiClean, Orajel, Vitafusion)
05.2019 - Current
- Lead Global New Product Innovation for near-term and upstream innovation (3 years out).
- Launched Innovation that accounts for 16% of Brand’s $ Sales
- Developed brand pillars, innovation drill sites and strategic roadmap.
Senior Brand Manager (Revlon brand and Mitchum brand)
Revlon
01.2017 - 01.2019
- Oversee U.S. Marketing initiatives for Revlon hair color and Mitchum deodorant. Instrumental in gaining alignment with senior leadership team to invest & launch insight driven innovation in 2019. Developed creative assets to build emotional connection with consumers. Identified areas to re-allocate financial and other resources to compete in evolving DTC landscape.
- Key Achievements
- Disrupted Hair Color category with insight-driven product innovation - Revlon Root Erase scored Purchase Intent of 80
- Crafted a 360 degree campaign that combines traditional media, digital tactics and influencers
- Improved Gross Profit by $2.6MM on Mitchum (deodorant brand)
Director of Brand Marketing & Innovation
Skinny Girl (Corr Jensen)
01.2016 - 01.2017
- As the head of Corr Jensen’s marketing department, reporting directly to CEO, oversaw all brand marketing, trade/ customer marketing and product innovation for the entire portfolio of brands. The brands include the iconic Skinny Girl, Performix (#1 brand at GNC), Ab Cuts (sold at Costco) and ORB Wellness (winner of ECRM 2017 Best New Brand).
- Key Achievements
- Implemented blue chip marketing process and discipline in the organization; lead team of 5 associates across multiple departments.
- Drove EBITDA increase of $5MM in 2016; Gross Sales were + 30%.
- Lead Market Segmentation and Demand Landscape to properly position each brand in a unique swim lane and re-stage brands; this resulted in a $50MM investment from external investors.
- Launched a new brand (ORB Wellness) via multiple rounds of market research that resulted in one of the highest CPI Index scores (170) in database and won ECRM Best New Brand award.
- Executed disruptive marketing activation (ie: Virtual Reality, Drones) that drove Purchase Intent
- Built the overall strategy development, planning, and execution for all digital consumer engagement activities to drive awareness, engagement, purchase, advocacy.
- Constructed Brand and Product Message Maps (Communication Hierarchy) across portfolio.
Senior Brand Manager (2012 to 2016)
NBTY (The Nature’s Bounty Company - owned by Carlyle Group)
01.2005 - 01.2016
- A demonstrated record of success and achievement over 11 years at this $4B manufacturer of vitamins/ nutritional/ beauty/ cosmetic products marked by a series of promotions to positions of increased influence, authority and accountability.
- Key Achievements
- Accountable for P&L: achieved 12% + growth (4X Category) for 3 consecutive years which drove sales from $450MM to $700MM
- Activated a $70MM advertising budget – campaigns have resulted in improved brand equity metrics in unaided awareness, loyalty, household penetration and market share.
- Executed Customer Marketing and Trade Marketing initiatives to extend national message to specific accounts – inclusive of FSIs, D-FSIs, Catalina Coupons ($15MM annual), News America in-store signage, Displays/ PDQ/ Pallet programs, Geo Targeting, Augmented Reality, Influencer programs, Apps, Event partnership and promotions ($200MM Trade Spend)
- Lead Consumer Insights/ Research (Qual, Quant, Ethnography, iHUT, A&U) projects including brand repositioning and re-packaging; transformed brand from commodity to distinct personality on perceptual map and drove product innovation.
- Built annual business plan and brand strategy; identified opportunities in emerging segments and formulated long-term growth plan; launched sub-brands (Beauty & Personal Care line) delivering incremental $100MM in sales.
- Served key role on Design-to-Value/ Revenue Growth Management council, which saved the company $25MM over 2 years; converted ineffective Trade spend into consumer facing messaging.
- Stakeholder in R&D Stage Gate to develop 3-year innovation; set pricing.
Senior Brand Manager
NBTY - MET-Rx brand & Sports Nutrition portfolio
01.2009 - 01.2012
- Revolutionized this once iconic but collapsing Sports Nutrition brand by leveraging its legacy while modernizing its vision. Pioneered brand re-invention through celebrity endorsers, retailer activation, collaboration with food co-packers and re-structuring sales team & distributors.
- Key Achievements
- Outstanding and exceptional results, skyrocketing MET-Rx revenue from $33MM to $95MM; increased sales by 10% + for four consecutive years.
- Leveraged Habits & Practices research to identify white space opportunities; and brand workshops to champion a key strategic partnership between MET-Rx and Tough Mudder (a series of hardcore 10 mile military-style obstacle race events).
- Lead Amazon.com, e-commerce and DTC initiatives to generate new revenue streams.
- Partnered with sales force, distributors and brokers to gain distribution in Food, Drug, Mass, Club, C-Store and Specialty.
Senior Brand Manager
NBTY - Pure Protein brand
01.2007 - 01.2009
- Catapulted this promising Active Nutrition brand into a category share leader by modifying its business model via product innovation and unique messaging.
- Key Achievements
- Navigated the brand through a period of massive growth, securing an 86% gain in sales in three years, from $75MM to $140MM.
- Spearheaded initial and substantial penetration into the Mass Market, launching two product lines at Wal-Mart and Target.
- Developed messaging for national TV campaign.
Brand Manager
NBTY - Body Fortress brand
01.2005 - 01.2007
- Managed inventory and sales forecasts for this Active Nutrition brand, analyzing and synthesizing large volumes of sales data and information from sources that included Nielsen, IRI, and POS. Collaborated with personnel from the Category Development department to develop actionable strategies based on solid research and statistics.
- Key Achievements
- Successfully marketed and positioned multiple products designed to meet the needs of a broad spectrum of consumers, overcoming instances of overlapping and sometimes competing demographics.
Education
Master of Business Administration - Concentration in Marketing
Long Island University - CW Post Campus
01.2006
Bachelor of Science Degree - Business Administration, Concentration in Management, Minor in Psychology
Seton Hall University - Stillman School of Business
01.2001
Skills
- General Manager role with P&L accountability ($700MM)
- Sales (gained distribution at top FDM accounts)
- Business Development (annual plans & 3yr roadmap)
- Consumer Insights & Research
- Upstream & Downstream Product Innovation
- Channel Development/ Trade Marketing
- Marketing Activation (Built & Executed $70MM budget)
- E-Commerce & DTC strategy
- Cross Functional Team proficiency
- Career Developer – motivate high performing team
Affiliations
- Member, American Marketing Association
- President, Seton Hall University Alumni New York City Chapter
Timeline
Associate Director of Global Innovation & Marketing
Church and Dwight (Arm & Hammer, OxiClean, Orajel, Vitafusion)
05.2019 - Current
Senior Brand Manager (Revlon brand and Mitchum brand)
Revlon
01.2017 - 01.2019
Director of Brand Marketing & Innovation
Skinny Girl (Corr Jensen)
01.2016 - 01.2017
Senior Brand Manager
NBTY - MET-Rx brand & Sports Nutrition portfolio
01.2009 - 01.2012
Senior Brand Manager
NBTY - Pure Protein brand
01.2007 - 01.2009
Senior Brand Manager (2012 to 2016)
NBTY (The Nature’s Bounty Company - owned by Carlyle Group)
01.2005 - 01.2016
Brand Manager
NBTY - Body Fortress brand
01.2005 - 01.2007
Marketing Manager
Early Career
Bachelor of Science Degree - Business Administration, Concentration in Management, Minor in Psychology
Seton Hall University - Stillman School of Business
Master of Business Administration - Concentration in Marketing
Long Island University - CW Post Campus
Similar Profiles
MO N. RAMADANMO N. RAMADAN
Store Manager at Early CareerStore Manager at Early Career
Danaé SanchoDanaé Sancho
Bilingual Agent at Early Career and BeginningsBilingual Agent at Early Career and Beginnings
Nthabiseng MabaleNthabiseng Mabale
Member at Transnational Early Career Research Network (TECReN) in Visual and Performing Arts ProjectMember at Transnational Early Career Research Network (TECReN) in Visual and Performing Arts Project
LaMark PierceLaMark Pierce
Order Selector at Wholesale ProduceOrder Selector at Wholesale Produce
Kaleb BarceloKaleb Barcelo
Pet Caretaker at SelfPet Caretaker at Self