Experience

Courageous

• United States
• Executive Offices

• partner // knowledge team

  • Mar 2019 - Present

  Courageous is a special forces change consultancy. We take a “mission of record” approach to guiding our clients through communication (marketing), innovation (pipeline) or conviction(culture) change. We strive to transform those who are willing into relevant Courage Brands. Courageous is a special forces change consultancy. We take a “mission of record” approach to guiding our clients through communication (marketing), innovation (pipeline) or conviction(culture) change. We strive to transform those who are willing into relevant Courage Brands.



Market Performance Group

• United States
• Business Consulting and Services
• 200 - 300 Employee

• Brand Strategy Consultant

  • Oct 2018 - Present

  In his role with MPG, he supported a variety of clients by providing actionable, consumer-insight driven recommendations that explore alternative support models and new ways of launching brands & products. Client engagement includes multiple projects working to develop their DTC channel and digital marketing support models. Client List: ZICAM, Columbia Care CBD, Confidential Global Skincare brand In his role with MPG, he supported a variety of clients by providing actionable, consumer-insight driven recommendations that explore alternative support models and new ways of launching brands & products. Client engagement includes multiple projects working to develop their DTC channel and digital marketing support models. Client List: ZICAM, Columbia Care CBD, Confidential Global Skincare brand



Common Wealth Brand Strategy, LLC

• Founding Principal

  • Jul 2017 - Present

  Established individual consulting firm to provide brand strategy, digital marketing & marketing implementation services to various CPG, retail & technology companies. Work includes factional CMO/Head of Marketing work + project-based deliverables. Key responsibilities include demand generation optimization, DTC launches, long-term strategic planning, Brand positioning development, CRM programs & social media campaign implementation + analysis Client List: Vogue International (OGX & Maui Moisture), Church & Dwight, Viviscal, Trojan’s, Seventh Generation, OMG! Nutrition, Vitafusion, Capstone Events Group: Marathon & Worldwide Race Operator



initiate-it, Inc.

• Director of Brand Strategy

  • Nov 2017 - Dec 2018

  Leads the brand work for initiate-it clients. As a digital native grounded in consumer behavior fundamentals, Billy approaches each brand individually to identify the best positioning unique to its category with a key focus on what matters to the target consumer. He then positions the brand within a competitive context. Ultimately it is about moving from strategy into action, so he works across the agency to implement the strategy through various digital activities, such as social, CRM & display. An example of the results delivered come from the launch of the CRM strategy to the HobbyTown database, which increased open rates from 10-15% to an average of 40% by better segmentation the consumer profiles aligned to the brand positioning. Client List: HobbyTown, Sandler Training



Soapbox

• United States
• Advertising Services
• 1 - 100 Employee

• Chief Marketing Officer

  • Oct 2016 - Dec 2018

  Led the marketing team, working to raise awareness of the high-quality natural product line that makes an impact on our world with every purchase. Joined the Soapbox team to provide a more strategic view to build on their success. The brand mission, high-quality products, and startup culture made it exciting to join Soapbox on the journey to create a movement behind the Soapbox brand. Key responsibilities include: - Lead the development of rebranding starting with new packaging design. Designs elevate the Soapbox brand to more premium equity while improving the benefit communication hierarchy based on the 4 distinct product categories. - Created and launched digital display and Facebook ad campaign to increase awareness against key audiences. Geo-targeted based on SoapBox distribution and optimize for key communication messages. - Relaunched the e-commerce business through improved profitability of core offering and linking digital communications plans to drive online purchases. - Developed and implemented a revised Instagram strategy which balanced lifestyle, mission, and product benefit content to increase both followers and post engagement. YTD average engagement up 3X and followers increased by 25%+



Johnson & Johnson

• Law Practice
• 1 - 100 Employee

• Senior Marketing Manager, Strategic Alliances, Oral Care GFO

  • Dec 2014 - Oct 2016

  Led the roll-out of the Global Listerine packaging re-design, implementation of the new benefits based brand architecture and development of new products to address need gaps across the portfolio. Core responsibilities & objectives include:- Developed winning claims across 4 lead markets to aid in consumer at shelf navigation and product differentiation.- Partnered with the global design agency to develop new designs which help clarify the portfolio and build a stronger connection with the brand.Led Strategic Partnerships that address capability gaps and increase disruptive innovation through the management of several business initiatives with partner companies focused on driving transformational innovation for Oral Care globally.Core responsibilities & objectives include:- Development of a short, medium and long term pipeline of Strategic Alliance initiatives to deliver joint value with partner companies. - Leading of the expansion into new Oral Care benefit areas within the Strategic Alliances- Partner with regional leaders across global markets to roll out Alliance initiatives - Provided consumer insight driven guidance to the R&D team to progress external innovation and new technology development that were consistent with the long-term Oral Care Strategic Plan

• Sr. Brand Manager

  • Dec 2013 - Dec 2014

  Sr. Brand Manager on both RoC & Lubriderm brands: Led team to achieve growth on both brands by implementing two different support models, one with heavy media, PR & search investment & one with Hispanic focus local media & heavy trade partnership.- On Lubriderm: Led the FIFA & La Familia de Hoy programs & partnerships across agencies and with key retail partners, optimized the radio plan to improve retailer call outs & at store activations. Balanced the priority message of Lubriderm with requests for retailer program CTAs. Lead to improved ROI & trade activity because of this partnership.- On RoC: With aggressive growth targets, partnered with sales & agency partners to track and report performance against the heavy investment. Through this analysis identified trade support gap in the 1H of the year, which lead to my recommendation of re-allocating the funding to support incremental trade programs in the 2H of 2014, which closed the growth gap & delivered ROI above benchmarks.- Appointed lead of the cross-functional team to develop consumer wised strategy to address the needs of a growing underserved consumer group by developing go-to-market strategies and product solutions for this consumer across all of the beauty businesses & brands.

• Brand Manager

  • Oct 2012 - Nov 2013

  Aveeno Facial Care: Led turnaround on this key segment within the Aveeno portfolio by identifying fundamental gaps in communication strategies & distribution tactics resulting in >10% growth after 2 years of declining sales.Owner of the strategy development for multi-platform media planning, national trade executions, new product launches & marketing lines of the P&L.- Created a vision for the "turnaround" story for Aveeno Facial Care, which was shared with key internal & external stakeholders. Leveraged strategy to rebuild customer confidence in the future of the business & to change the internal outlook to secure BME investment from senior management.- Led team with two Associate Brand Manager direct reports to implement strategies & tactics aligned to achieving the business objectives. Created clear goals for each report, coached them through development areas & provided opportunities for them to showcase their skills to internal & external partners.- Partnered with the creative agency to launch a new A-list celebrity spokesperson including brief development for TV & print executions. Leveraged assets created for national media campaign into key retail executions to drive incremental opportunities to fuel growth on Aveeno Facial Care.Aveeno Men's: Owner of the launch plan to expand Aveeno into the Men's skin care category.- Communication strategy built around emotional insight for core target. Insight leveraged existing brand equity & positioning to create unique positioning against existing brands in the Men's skin category.- Led development of multi-platform media launch (print, digital, radio) & integrated trade programs to drive Household penetration of incremental product line.- Capitalized on the Johnson & Johnson Corporate FIFA World Cup sponsorship to launch Aveeno Men's on Twitter. The program includes a digital contest, partnership with key Hispanic media partner & development of communication strategy for this new digital platform.

• Associate Brand Manager

  • Sep 2011 - Sep 2012

  Aveeno Facial Care: • Developed 2013 Strategic Business Plan for both Aveeno Facial Care and category expansion, including strategic pillar prioritization, detailed P&L, growth forecast, media plan, & tactical trade programs• Created multimedia program to grow the base anti-aging business, including a print advertisement with new claims, product integration into web-esoide, integration into display, search and Facebook of media assets• Led launch of Aveeno into a new skin care category and lead media planning for Aveeno facial care products, reporting directly to Marketing Director for both roles • Sole marketing lead for expansion of Aveeno to a new target including the development of new competitive positioning, media launch plan strategy, full P&L, trade programs, and selling new products into 4 out of 4 major accounts

• Associate Brand Manager

  • Jul 2009 - Aug 2011

  Clean & Clear: - Created and set digital strategy for the teen brand, including website redesign, Facebook engagement strategy & e-commerce plan- Led key activation program Burst-a-Move, which grew awareness levels and purchase intent through an integrated Facebook dance contest- Assisted in the development of advertising for Fruit Infusions product line, including coordination between agencies, TV shoot and execution of key value-add product integrations.- Exceeded expectations by growing Facebook fans by 10X from the start of the year to 419M+ fans. - Engagement reached over 66% during key events and maintained 20% during other program periods

• MBA Marketing Intern

  • May 2008 - Aug 2008

  Aveeno Facial Care Developed positioning recommendation for the launch of a new skincare platform through the creation of 13 concepts for quantitative testing, analysis of results and development of a launch strategy based on competitive landscape analysis and brand portfolio opportunities. Aveeno Facial Care Developed positioning recommendation for the launch of a new skincare platform through the creation of 13 concepts for quantitative testing, analysis of results and development of a launch strategy based on competitive landscape analysis and brand portfolio opportunities.



Chesapeake Capital

• United States
• Financial Services
• 1 - 100 Employee

• Operations PM & Assistant to the CEO

  • Feb 2005 - Aug 2007

  Managed human resources, ad-hoc projects, and daily operations for a $1.75 billion CTA/Hedge Fund. Supervised five employees within the CEO’s Family Office organization managed multiple properties and personal investments. Analyzed both quantitative and qualitative aspects of investment opportunities in real estate, hedge funds, and private equity and presented recommendations to the CEO. Managed human resources, ad-hoc projects, and daily operations for a $1.75 billion CTA/Hedge Fund. Supervised five employees within the CEO’s Family Office organization managed multiple properties and personal investments. Analyzed both quantitative and qualitative aspects of investment opportunities in real estate, hedge funds, and private equity and presented recommendations to the CEO.



FiServ

• Software Development
• 1 - 100 Employee

• Corporate Trainer

  • 2002 - 2005

  Trained 1200+ employees in eight Center of mid-Atlantic region. Training courses included: Diversity Awareness, Communication Skills, Progressive Discipline, Root-Cause Analysis and Motivational Team Building Trained 1200+ employees in eight Center of mid-Atlantic region. Training courses included: Diversity Awareness, Communication Skills, Progressive Discipline, Root-Cause Analysis and Motivational Team Building



Capital One

• Egypt
• Leasing Non-residential Real Estate

• Project Manager

  • 1999 - 2002

  Provided operational solutions for New Business Development group by utilizing existing process and systems to serve needs of new product lines Provided operational solutions for New Business Development group by utilizing existing process and systems to serve needs of new product lines