Randy Corwick
New York
Summary
A branding and marketing professional activating organizations to develop, mature and grow their brands. Results-oriented Marketing Specialist proficient in developing creative marketing collateral for diverse projects. Establishes clear standards and enforces protocols for consistent, high-quality results.
Overview
30
30
years of professional experience
Work History
Brand and Marketing Consultant
EVOLUTION_18, CPG And Nutrition Brands
01.2012 - Current
- Delivering exceptional results on consumer packaged goods (CPG) branding projects for various clients across numerous verticals
- Managing all branding projects including brand creation, brand management, and brand communications (corporate affairs, public affairs, PR & media relations, event management, advertising, website development & design, and all communication tactics)
- Managing all new business efforts, from developing initial project proposals to budgeting
- Developed annual communication strategies and integrated communication plans
- Led and managed branding and marketing strategies for clients and their brands; ensuring that strategies include: market segmentation definition and analysis, competitive analysis, and strategy, as well as channel strategy and key account penetration plans; and lead analysis
- Supervising and leading creative teams in developing and executing integrated marketing programs, including market analysis, tactical marketing programs, and lead generation through direct marketing, advertising, PR campaigns, and participation in conferences and trade shows; assisted in the creation of divisional business plans designed to capture share of new/changing markets; created new design styles for sales literature and trade ads
- Managed market-positioning efforts and led brand-development initiatives that differentiated client's products and services; ensured compelling value propositions and oversaw detailed go-to-market plans that delivered value to market and provided new business opportunities
- New product development and pipeline strategy by leveraging insights and analytics in support of the brand's global strategy, brand priorities, and growth objectives;
- Responsible for ensuring a robust pipeline for domestic retail, online, and through international channels;
- Determined opportunities by category/channel and developed innovative solutions based on findings from macro trends, consumer insights, and analytics; designed a roadmap to enable the future of new product launches;
- Oversaw new product development, and product launch process and led go-to-market planning, cross-functionally, working collaboratively with partners to ensure alignment and consistency of message across all consumer touchpoints and best-in-class launch execution to increase awareness, generate demand, and ultimately increase market share;
- Responsible for product positioning, concept development, product launch, and packaging ideas;
- Created the strategy and development of all social platforms, including content calendars, partnerships, and paid advertising
- Created the influencer strategy and development, from always-on programs to launch campaigns, inclusive of paid partnerships and collaborations
- Developed conversion-driving programs at point-of-sale, including direct-to-consumer/direct response campaigns, retailer-specific opportunities, and more
- Led product launch of Evolution_18 Beauty Bites: a functional chocolate for Bobbi Brown into 4,700 Walmart Stores
- Created and launched Rockstar Whipped Boom which accounted for $14.2m in sales for Rockstar Energy
- Created the B1 line of sauces, snack foods, beef jerky, and CBD Water for Chef David Burke
- Created and brought to market a line ofCBD chocolate bars and bites for Inspirit CBD Chocolate
- Identified appropriate marketing channels and target customers for campaigns.
- Created customized marketing materials to increase product awareness.
- Wrote engaging and successful marketing, advertising, and website copy.
- Researched and evaluated potential new markets and products.
- Maximized advertising efforts by developing content for media relations, corporate communications, and social media posts.
- Collaborated with cross-functional teams to develop and implement market research strategies.
- Assembled reports and presentations to share insights and recommendations with stakeholders.
- Managed campaigns for various clients that consistently exceeded sales goals.
- Established and managed relationships with external data providers and research vendors.
- Supported brand marketing initiatives that drove and promoted specific market agenda.
- Provided brand marketing materials and other information on ad-hoc basis.
Director of Marketing and Business
Park East Kosher Butchers and Fine Foods
01.2016 - 01.2018
- Responsible for optimizing PEK's communications and marketing efforts;
- Oversee all direct mass email and database marketing efforts utilizing analytics and CRM to drive lead generation and develop customer nurturing campaigns;
- Developed cohesive communication strategy that has been rolled out across all marketing channels, based on in-depth marketing research and customer insights;
- Created all branding that drives awareness, and consideration and ultimately engages usage of website;
- Charged with ensuring that all external creative and communications were implemented consistently across marketing channels;
- Lead all creative and marketing communications;
- Responsible for key messaging for both internal and external consumption;
- Responsible for marketing campaigns to drive consumer interest and engagement within target market;
- Monitored and analyzed campaign performance for learning opportunities;
- Directed new packaging and labeling concepts throughout all consumer platforms;
- Oversaw all PR and Social Media campaigns;
- Created and delivered strategic communications counsel to ownership on both short- and long-term challenges and opportunities;
- Designed and implemented comprehensive marketing strategies to create awareness of Company's business initiatives;
- Utilized market research to enhance marketing efficiencies and deliver a best-in-class brand expression for store within Kosher community;
- Responsible for producing ideas for promotional events and/or activities;
- Responsible for creating and reinforcing brand awareness efforts internally and ensuring staff was well-versed on brand purpose;
- Responsible for creating targeted marketing campaigns focused on brand growth and customer retention;
- Created programs and tastings designed to market company to Kosher caterers and party planners
- Created and managed social media campaigns to increase brand engagement.
- Conducted market research to identify new opportunities and target markets.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Continually maintained and improved reputation and positive image in markets served.
- Established, initiated, optimized business development strategies based on company targets, product specifications, market data, and budget factors.
- Devised content strategy to engage target audiences effectively.
- Coordinated with design and media teams to develop high-quality creative assets.
- Launched successful digital marketing campaigns that achieved goals for increased website traffic.
- Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
- Captured new customers by optimizing business strategies and launching products to diversify offerings.
- Optimized email campaigns to increase open and click-through rates.
- Led a team of marketing professionals, offering mentoring and coaching to build knowledge and skills.
- Improved website visibility through the development and implementation of SEO strategies.
- Generated sponsorships with related and partnering entities to enhance marketing objectives.
- Secured long-term accounts by recommending strategies to promote brand effectiveness and highlight product benefits.
- Wrote and distributed press releases to increase brand visibility.
- Created and managed social media campaigns to increase brand engagement
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral
Construction and Design Manager
Park East Kosher Butchers and Fine Foods
01.2016 - 01.2017
- Construction Project Management and Store Design
- Managed day-to-day operational aspects of a $1.7 million retail store build-out
- Controlled all construction, design, and equipment budgets
- Implemented and maintained weekly schedules focused on identifying and resolving technical and budget issues
- Single point of contact for all project-related communications with ownership, property management, architect, engineer, GC, expeditor, all trades and vendors
- Developed clear and concise weekly/monthly project management reports detailing schedule, budget, and technical issues
- Managed and tracked all project budgets, inspections and sign-offs
- Responsible for complete store design and layout
- Researched design trends, technology and processes and directed work of design team .
- Spearheaded design process to align with client specifications and budget.
- Defined clear targets and objectives and communicated to other team members.
- Successfully managed budgets and allocated resources to maximize productivity and profitability.
- Appointed design consultants and encouraged performance pursuant to deed and scope of service.
- Developed detailed plans based on broad guidance and direction.
- Produced designs that met statutory and regulatory approvals and recorded tracking logs using [Software].
CEO, Director & Partner
OZ Wellness Corporation
01.2005 - 01.2012
- Member of the executive management team and corporate visionary who grew revenue to over $8m
- Oversaw all projects, product development, and product management
- Conceived and implemented the OZ Wellness global corporate marketing strategy, and branding roadmap
- Managed products in four channels (retail, direct-to-consumer, web-based, and licensed)
- Marketed all company initiatives and corporate strategy including in-office wellness programs, direct-to-consumer nutrition campaigns, branded services in satellite locations, nutritional concierge, and co-branding
- Managed all OZ Wellness product portfolios and all licensing activities
- Responsible for full product lifecycle: product definition, competitive analysis, positioning, pricing, new product introduction, maintenance, and culling
- Created and negotiated strategic partnerships, licensing, and co-branding agreements with various stakeholders
- A high-end healthy restaurant and culinary products in partnership with Chef David Bouley
- Programs and restaurants designed specifically for Obadon Hotel Group, Flag Luxury Properties, and The James Royal Palm Hotel
- A line of 2oz energy shots co-branded with AriZona Beverages
- A line of ant-aging, anti-inflammatory products for sale on Shop NBC
- One anti-aging, anti-inflammatory product with N3 Oceanics
- Established foundational processes for business operations.
- Managed partnerships and strategic business relationships by negotiating contract terms and handling conflicts.
- Built productive relationships with industry partners and competitors to support strategic business objectives.
- Made large-scale financial decisions and supervised company spending to reduce material losses and maximize profits.
- Identified new revenue generation opportunities to maximize bottom-line profitability.
- Engaged positively with staff and leadership colleagues, soliciting and encouraging feedback and collaborative spirit.
- Directed market expansions to propel business forward, meet changing customer needs.
- Analyzed and tracked business metrics and made appropriate adjustments to meet supply and demand needs.
- Addressed employee and managerial concerns and implemented corrective actions to promote compliance.
- Updated business processes, products and team makeups to generate more business opportunities and cater to audience needs.
- Cultivated forward-thinking, inclusive and performance-driven company culture to lead industry innovations.
- Negotiated with suppliers and delivery workers and ordered materials according to forecasted customer demand.
- Developed key operational initiatives to drive and maintain substantial business growth.
- Cultivated forward-thinking, inclusive, and performance-oriented business culture to lead industry in innovation and push progress.
- Negotiated terms of business acquisitions to increase business base and solidify market presence.
- Monitored office workflow and administrative processes to keep operations running smoothly.
- Managed daily operations while overseeing multiple locations to foster increased productivity.
- Formed strategic partnerships and connected with potential clients to drive business development.
- Spearheaded innovative approaches to resource allocation and strategic planning.
- Leveraged professional networks and industry knowledge to strengthen client relationships.
- Assisted with sales and marketing strategies to foster achievement of revenue goals.
- Oversaw supply chain functions to verify inventory levels and budget adherence.
- Monitored expenditures to mitigate risk of overages.
President
Marc Ecko Enterprises / Tikva Children's Home
01.2002 - 01.2005
- Community Affairs
- Headed a $6.5-million capital campaign to construct a new girl's residence at Tikva Children's Home in Odessa, Ukraine
- Produced and directed Ecko's fundraising activities in support of Tikva which generated over $9.5-million in new funding
- As a member of the senior management team, was responsible for complementing Ecko's for-profit activities with its nonprofit initiatives
- Lead Ecko's grant-making activities, evaluation procedures, grant distribution, and grantee compliance
- Management of Ecko's philanthropic programs, administration, finance, budget, and human resources
- Analyzed, evaluated, and communicated the strategic position and status to Ecko's founders and President with appropriate recommendations
- Responsible for performing a systematic analysis of local, state, regional, and national issues and trends
- Represented and marketed the company and its initiatives to major stakeholders
Chief Visionary Officer
Stampede Beverage Corporation
01.2000 - 01.2003
- Provided branding, marketing, direction, strategy, and operational leadership to differentiate Stampede in the very crowded healthy functional food and beverage category
- Marketed and distributed Stampede as a functional water product in the energy, health & wellness categories
- Created the company's business plan that included a marketing strategy, product development, channel development and distribution, and sales/broker deployment
- Was able to create significant consumer loyalty with significant repeat business in retail outlets, both domestically and internationally
- Marketed direct-to-store, direct-to-retailer and e-commerce programs
- Channels included high-end restaurants, specialty apothecaries, e-commerce, and private training health clubs
- Expanded the brand profitably through innovative methods
- Increased distribution and product line sales utilizing innovative marketing and sales strategies Developed and formulated the company's proprietary formula
- Increased company revenues by a factor of 3X with corresponding profitability
- Developed brand extensions utilizing Stampede's proprietary formula
- Established and maintained strong relationships with customers, vendors and strategic partners.
- Managed financial, operational and human resources to optimize business performance.
- Represented organization at industry conferences and events.
- Collaborated with legal, accounting and other professional teams to review and maintain compliance with regulations.
- Initiated strategy to drive company growth and increase market share and profitability.
- Formulated and executed strategic initiatives to improve product offerings.
- Developed innovative sales and marketing strategies to facilitate business expansion.
- Oversaw business-wide changes to modernize procedures and organization.
- Analyzed industry trends and tracked competitor activities to inform decision making.
- Maintained P&L and shouldered corporate fiscal responsibility.
- Oversaw divisional marketing, advertising and new product development.
- Directed technological improvements, reducing waste and business bottlenecks.
Vice President
Real-Time Mutual Funds, RTMF, Corporate Communications
01.1998 - 01.2000
- And Public Affairs
- Developed and managed global branding, marketing, and communications program, including investor and public relations
- Developed and implemented RTMF corporate message and established company as a “thought leader” in the industry
- Crafted a branding strategy to launch RTMF as the innovator of the Exchange-Traded Fund (ETF)
- Maintained ongoing communications to assure execution of contracted deliverables and maximum program optimization
- Positioned the company as the leader in the multi-billion dollar ETF market space
- Marketed company through industry trade-show panel participation and speaking engagements
- Assisted in securing company's second-round venture-capital financing for expansion
- Drove company branding efforts to increase market presence and brand recognition.
- Managed branding campaigns and event marketing initiatives in print, video, web and social media.
- Developed and implemented B2B marketing strategy and overall communication plans to produce long-term partners.
- Oversaw and guided brand marketing programs to optimize user product experience.
- Increased market awareness and penetration through development of creative collateral.
- Developed strategies to incorporate PR and media to further enhance brand and build market share.
- Conducted and evaluated market research to adjust marketing strategy to meet changing market and competitive conditions.
- Continually evaluated marketplace trends and oversaw gathering of competitive intelligence within markets and across service lines.
- Negotiated advertising and commercial sponsorship contracts to save company money.
- Produced media kits to showcase key marketing analytics and demographics for sales presentations
- Redesigned user experience, site functionality and online merchandising to increase sales.
- Oversaw account budgets, internal billings and monthly P&L to achieve financial goals.
- Developed corporate sponsorships and worked with industry thought leaders to expand public relations.
- Stayed current on changes in federal and state laws and communicated changes to team members to mitigate risks.
Senior Development Director
City of Hope National Medical Center
New York, NY
01.1995 - 01.1998
- Secured more than $700,000 from the international toy manufacturing and marketing industry
- Operated as primary point person for all national corporate proposal prospects
- Served as principal liaison with various industry councils
- Recruited, trained, and motivated professional volunteers
- Coordinated branded special events in conjunction with corporate partners
- Created partnerships between corporate/business community and City of Hope for mutual benefit
- Created, directed, and implemented the hospital's first branded e-commerce Web presence
- Managed specific accounts related to cause-related marketing by offering managerial support, advice, and strategic input to enhance cause-related marketing relationships
- Designed and edited promotional publications such as brochures.
- Established goals and procedures for solicitation, funds management and disbursement.
- Determined target demographics and devised strategic marketing initiatives to reach target audiences.
- Promoted program to funders through direct appeals and special publications or online appeals.
- Managed budgets for staff operations to keep costs low and maximize profits.
- Wrote funding requests and grant applications to obtain additional funds for operating needs.
- Conducted research to identify goals, net worth and charitable donation history related to potential donors, potential investors or general donor markets.
- Assigned work to fundraising staff and monitored performance to meet targets.
- Contacted corporate representatives, government officials or community leaders to increase awareness of organizational causes and raise funds.
- Created and implemented fundraising goals, collections policies, security standards and disbursement plans.
- Developed fundraising activity plans to maximize participation or contributions and minimize costs.
- Evaluated advertising and promotion programs for compatibility with fundraising efforts.
- Skilled at working independently and collaboratively in a team environment.
- Self-motivated, with a strong sense of personal responsibility.
Executive Director
The San Francisco General Hospital Foundation
01.1993 - 01.1995
- Raised more than $ 6 million in major gifts for hospital programs and projects as part of an $8-million campaign
- Organized a successful capital push to build a $4-million project for homeless youth in San Jose, CA
- Acted as principal researcher, grant writer, and liaison with corporations, foundations, and individual donors
- Developed and directed all fund-raising activities and the disbursement of grants to applicant projects
- Created, directed, organized, and implemented direct -all solicitation, capital campaign and special events
- Served as principal liaison with Board of Supervisors, University of California Board of Regents, and hospital administration
- Created and implemented a comprehensive development plan and marketing and branding strategy for the realization thereof
- Directed all fund-raising, public relations planned giving, corporate solicitation, grant writing, and special events and marketing efforts
- Developed long-range goals and short-term strategies to achieve financial and publicity objectives
- Worked closely with organizational leadership and board of directors to guide operational strategy.
- Established and maintained strong relationships with customers, vendors and strategic partners.
- Built relationships with donors, government officials and other organizations to secure funding and support for organization.
- Managed financial, operational and human resources to optimize business performance.
- Represented organization to local public by giving presentations and speeches and participating in community events.
- Advocated for organization and company mission to raise awareness and support.
- Created promotional materials and provided insightful information to social media, websites and print media to educate public.
Education
Bachelor of Arts degree - Radio & Television, and Political Science
The University of Arizona
1984
Skills
- Integrated Marketing
- Content Management
- Global Marketing
- Website Creation
- Direct Mail Campaigns
- Event Logistics
- Evaluation of Marketing Campaigns
- Market Share Growth
- Marketing Collateral Development
- Brand Development and Marketing
- Industry Trends
- Developing Presentations and Reports
- Pricing Strategies
- Brand Development
- Understanding of client business requirements
Timeline
Director of Marketing and Business
Park East Kosher Butchers and Fine Foods
01.2016 - 01.2018
Construction and Design Manager
Park East Kosher Butchers and Fine Foods
01.2016 - 01.2017
Brand and Marketing Consultant
EVOLUTION_18, CPG And Nutrition Brands
01.2012 - Current
CEO, Director & Partner
OZ Wellness Corporation
01.2005 - 01.2012
President
Marc Ecko Enterprises / Tikva Children's Home
01.2002 - 01.2005
Chief Visionary Officer
Stampede Beverage Corporation
01.2000 - 01.2003
Vice President
Real-Time Mutual Funds, RTMF, Corporate Communications
01.1998 - 01.2000
Senior Development Director
City of Hope National Medical Center
01.1995 - 01.1998
Executive Director
The San Francisco General Hospital Foundation
01.1993 - 01.1995
Bachelor of Arts degree - Radio & Television, and Political Science
The University of Arizona
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