Experience

Madison Reed

• United States
• Consumer Services
• 200 - 300 Employee

• VP, Product Innovation

  • Mar 2018 - Present

  • Define the company’s innovation strategy and pipeline, creating new products which deliver against the company’s promise of salon-quality hair color results at home. Design and develop all new products, including formulation, packaging and claims.• Conceived and developed Light Works Balayage Highlighting Kit, a two-step at-home kit with patented Wishbone applicator to achieve natural-looking highlights at home. Winner of Allure Best of Beauty Breakthrough and CEW Best Hair Coloring Product awards.• Developed Pro Boosts, a line of professional-strength hair treatments which allow hair color kits to be customized according to the "mood" of the hair at any given time. • Launched Root Reboot, the first “prestige” demi-permanent root touch up hair color to utilize a tube with sponge-top applicator for easy application. • Lead a team of external experts covering a wide range of functions including product formulation, package engineering, toxicology, regulatory compliance, claim substantiation, and analytical testing.

• Director, Product Innovation

  • May 2016 - Feb 2018



Shaklee Corporation

• United States
• Wellness and Fitness Services
• 700 & Above Employee

• VP, Global Product Marketing

  • Jul 2015 - May 2016

  • Defined strategic direction and developed all new products globally for this health and wellness direct-selling company. Reported to the global CMO.• Led the conceptualization and development of YOUTH, a 7-SKU anti-aging skin care brand leveraging Shaklee’s expertise in cellular health, designed primarily for the Asia/Pacific region. Conceived a first-of-its-kind clinical study, designed to substantiate the lead claim “2/3 of women shifted their skin age to a younger decade”.• Partnered with R&D to design and develop solutions which address the specific and changing health needs of consumers, with a focus on beauty products and nutritional supplements.• Led a team of five, including two product marketing directors and one director of consumer insights.

• Senior Director, International Marketing

  • Sep 2012 - Jul 2015

  • Responsible for global product innovation, brand communication, and public relations. Partnered with our major markets (U.S., China, Japan, Malaysia, Mexico) for local roll-out and activation of global initiatives. • Developed a three year new product strategy to address unmet consumer needs and build share in underdeveloped segments, via innovation platforms which support the company's core competencies in natural nutrition and consumer health. • Conceptualized, developed, and launched NutriFeron Plus, a daily nutritional immune-support supplement, and Shaklee China's largest launch in five years. • Designed an international digital marketing strategy and ecosystem utilizing improved social media content, a revamped website interface, and a new custom mobile app. Social engagement increased +60%, and consumer reach increased over 200% in the first 60 days after roll-out of the new social content.• Created comprehensive product, pricing, and communication strategies for the company’s upcoming expansion into India. Adapted product portfolio and corporate brand messaging to cater to local consumer needs and tastes.



Vivencia Brand Expansion Brazil

• Founder

  • Jan 2012 - Sep 2012

  • Provided consultative services for U.S. cosmetics companies seeking either to expand into Brazil or strengthen their competitive position in Brazil.• Advised a wide range of financial investment and management consulting companies by serving as a leading expert on Brazilian consumer beauty and cosmetics industry trends.• Created an in-salon professional hair care service strategy for a leading American professional hair care company looking to increase its market share in Brazil.• Identified local distribution and resale partners in Brazil for a startup specialty skin care manufacturer.



L'Oréal

• France
• Personal Care Product Manufacturing
• 700 & Above Employee

• Head of Marketing, L'Oreal Professionnel

  • Dec 2009 - Jan 2012

  • Led all marketing, PR, merchandising, and event initiatives for the leading professional beauty brand in Brazil with sales of $200MM and distribution in 25,000 salons across three channels (Direct/ Distributor/ Cash & Carry)—reporting to the General Manager. Led marketing team of six senior and assistant managers.• Developed annual marketing plan and animation calendars for each of the three distribution channels, realizing +15% volume growth during two consecutive years.• Launched INOA permanent hair color, the largest launch and marketing investment in the brand’s history. Achieved all three corporate launch objectives after 12 months: a +25% growth in total color applications, 35% client penetration in the direct distribution channel, and an 80% client repurchase rate. • Designed a growth strategy for the hair care category which included the launch of a new star service, new merchandising concept, tactical sell-out events, and an overhauled animation strategy for distributor partners, achieving +18% in value sales and the #1 position in sales among worldwide markets of L’Oréal Professionnel hair care. • Managed $18MM marketing budget. • Designed and implemented a new organizational structure for the marketing department in order to accelerate skill development, encourage coaching, and increase productivity among team members.



Avon

• United Kingdom
• Personal Care Product Manufacturing
• 700 & Above Employee

• Regional Marketing Manager, Color Cosmetics

  • Dec 2008 - Dec 2009

  • Defined product innovation strategies and opportunities to achieve Latin American growth targets for the $300MM Avon Color brand, addressing the unique needs of Latin American consumers and anticipating local fashion trends. Drove product development for projects across all makeup segments.• Led the evaluation of the expansion of the company’s Mark brand into Latin America. The multi-disciplinary project included qualitative consumer research, volumetric modeling, and localization of the global product portfolio.• Led, managed and coached a team of three product managers and analysts.



L'Oréal

• France
• Personal Care Product Manufacturing
• 700 & Above Employee

• Sr. Marketing Director, Hair Care and Trade Marketing

  • Jan 2004 - Apr 2007

  MARKETING, HAIR CARE• Conceived and implemented marketing strategies to drive growth of the US$80MM Redken haircare brand. Increased category sales by +15% during two consecutive years and improved market share ranking from #5 to #2 among the direct competitive set. Reported to the AVP Marketing.• Created point-of-sale brand merchandising environments utilized in 20,000 salon doors.TRADE MARKETING• Collaborated with executive management teams of division’s largest clients to formulate sell-out programs and exclusive retail environments, driving overall applications +18%.

• Sr. Marketing Manager

  • Aug 2000 - Jan 2004

  • Led inter-departmental teams to implement new product launch campaigns and develop point-of-purchase merchandising and communication materials.• Re-launched the complete Redken haircare product platform via comprehensive campaign consisting of educational, sampling, merchandising, and sales support elements. The re-launch represented the largest sales event ever for the brand and increased total annual sales by +44% in the first year.



Avon

• United Kingdom
• Personal Care Product Manufacturing
• 700 & Above Employee

• Marketing Manager

  • Jan 1999 - Aug 2000

  •Developed merchandising plans for skin care, cosmetics, fragrance, and personal care categories by planning price promotions, allocating catalog real estate, and creating cross-category events. •Identified merchandising “best practices” which maximized sales volume and ROI.•Forecasted sales by analyzing internal/external sales trends, new product launches, and pricing offers. •Developed merchandising plans for skin care, cosmetics, fragrance, and personal care categories by planning price promotions, allocating catalog real estate, and creating cross-category events. •Identified merchandising “best practices” which maximized sales volume and ROI.•Forecasted sales by analyzing internal/external sales trends, new product launches, and pricing offers.



The New England Consulting Group

• Business Consulting and Services
• 1 - 100 Employee

• Project Manager

  • Sep 1997 - Aug 1998

  • Designed and implemented research, developed presentations and managed client projects at this consumer marketing consulting firm.• Projects included an evaluation of a new cracker concept for Nabisco, and a diagnostic evaluation of global marketing practices of Heinz’s Infant Nutrition division. • Designed and implemented research, developed presentations and managed client projects at this consumer marketing consulting firm.• Projects included an evaluation of a new cracker concept for Nabisco, and a diagnostic evaluation of global marketing practices of Heinz’s Infant Nutrition division.



The Estée Lauder Companies Inc.

• United States
• Personal Care Product Manufacturing
• 700 & Above Employee

• Summer Intern

  • 1996 - 1996

  • Conducted consumer usage & attitude research for sun care and self-tanning products. • Created a database to track inventories of professional equipment for Estee Lauder Spas. • Conducted consumer usage & attitude research for sun care and self-tanning products. • Created a database to track inventories of professional equipment for Estee Lauder Spas.