HELENA MARRA-MARESCOT

(914) 462-1515 White Plains, New York 10603 hmarra1@gmail.com http://www.linkedin.com/in/helenamarescot

SUMMARY CPG marketing executive with successful track record of leveraging classic and non-traditional marketing disciplines to build $30MM - $320MM revenues for world class brands at Fortune 500 companies. Accomplished at leading cross-functional teams with a focus on integrated targeted marketing strategies that exceed business targets by 30% and enhance brand equity. Unique ability to lead strategic planning and tactical execution. Passionate, driven with business development and consensus-building talents. EXPERIENCE PEPSICO, Purchase, New York Marketing Consultant 2011-Present

Develop customized marketing solutions grounded in shopper insights and needs of the customer Manage $20MM digital marketing campaign to grow the Pepsi brand, drive in-store traffic and connect with consumers resulting in 1Billion media impressions, 13MM unique website visitors and $4MM in sales. Develop $10MM customized promotions which incorporate national sports/entertainment properties, social media, digital marketing, theatre activation, TV, radio and Public Relations.

PHILIPS CONSUMER LIFESTYLES, Stamford, CT 2009-2010 Senior Product Manager New Product Innovation Managed $52MM headphone and $30MM audio/video multimedia business Developed 3 yr strategic plan and grew North America business 12% by expanding distribution beyond traditional channels, improved packaging design, grew youth and sports category with winning value propositions. Increased sales 20% at Walmart, Target and Best Buy with improved shopper marketing techniques, new product innovation and high margin products priced to value. Set strategic direction and implementation plan for AV business and e-commerce operations (B2C and B2B) Reduced marketing budget 40% by developing digital campaign which included mobile, digital merchandising, geo targeting, blended search optimization, email blast, and microsite websites. Captured consumer engagement though Facebook and Twitter to expand reach and test new concepts. PEPSICO, Purchase, New York Marketing Manager, Innovation and Strategic Initiatives, 2007-2008 2000-2008

Handpicked by Pepsi SVP to introduce new transformational strategies and secure $200MM foodservice business with large national customers. Successfully aligned bottling partners, got buy-in of key stakeholders (sales, legal, purchasing, R&D, supply chain) and lead cross functional teams to create a new business model and go-to-market system. Partner with Insights to develop actionable product strategies and consumer research plans to test new platforms and identify white space opportunities. Lead a broad, cross-functional team to develop the business proposition and financial feasibility for new projects Manage the new product innovation pipeline for breakfast and snack portfolio which is now part of McDonalds global meal offerings. Lead $10MM beverage innovation agenda to commercialize new products, merchandising and equipment offerings. Established new process, selling tools, and post-program analysis resulting in $2MM divisional cost savings. Increased national account volume 14%+ and 25%+ sales velocity through brand optimization and new packages.

Shopper Marketing Manager, 2004-2007 Provided strategic thought leadership, developed brand marketing plans for two multifaceted strategic accounts Sodexho Inc. and Compass Group. Responsible for holistic vision of planning and execution so that strategies work synergistically across 100 sales and 40 brand teams.

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2005 Recipient of Global Harvey Russell Award for initiation of global health and wellness summit. Drove 20% growth by executing marketing initiatives across seven channels of business - corporate dining, healthcare, education, sports, travel, leisure and vending. Achieved $320MM sales targets by ensuring programs are insight driven, launching 26 new products, executing 20 consumer promotions.

development of innovative integrated shopper marketing plans collaborating with Shopper Marketing Insights, Customer Sales team, and Brand to achieve customer and brand objectives across the path to purchase, ensuring programs are insight driven, effectively communicated in store and in line with brand strategies. Manager of Shopper Marketing is responsible for the holistic vision for planning and execution so that strategies and tactics work synergistically to deliver assigned volume and ROI.
PEPSICO, Purchase, New York Brand and Innovation Manager, 2000-2004 2000-2008

Joined newly upgraded team to increase sales from a $500MM to $4B division. Responsible for leading innovation pipeline, launching multimillion brands and overseeing the full life-cycle product development, from concept generation to in market activation 2002 Recipient of PepsiCo Chairmans Award by launching two new innovations accounting for 25% total share gain. Grew sales volume %40+ by developing exclusive products and developing national rollout strategy for 7-Eleven which included account specific programming through TV/radio advertising, promotions, pricing and point of sale. Increased $15MM profit by consolidating the juice brand portfolio from 30SKUs to 12 SKUs. Managed Procter & Gamble/Cadbury Schweppes $7MM relationship through contractual licensing and royalties.

NESTLE WATERS NORTH AMERICA, Greenwich, Connecticut Channel Marketing Manager

1998-2000

Responsible for identifying new growth opportunities and developing marketing strategies to grow the home and office business unit. Managed joint venture and strategic partnerships. Maintained P&L oversight for consumer promotions, sales incentives and marketing programs. Achieved brand leadership share of 35% with the introduction of Poland Spring five gallon water package re-design and development of on-the-tray school lunch program. Managed Green Mountain Coffee brand and $5MM budget. Developed and communicated brand plans for field execution. Grew sales 30% by developing sales incentive programs which bundled water, coffee and cups with existing orders. Decreased costs 25% by co-branding Poland Spring, Deer Park, Great Bear into one ad campaign (versus multiple ads).

ADDITIONAL EXPERIENCE COCA-COLA ENTERPRISE, Stamford, Connecticut 1994-1998 Assistant Multicultural Marketing Manager Managed multicultural programs for 30 national brands in the retail channel throughout the East Coast. Conducted consumer and channel analysis to identify $8MM growth opportunities. Managed agency partners to develop targeted print media, sampling programs, POS, merchandising. Achieved +20% market share gains of Sprite and Cherry Coke brands. Increased brand presence and community involvement by introducing new strategic sponsorships with retail trade partnerships. EDUCATION ADELPHI UNIVERSITY, Garden City, New York M.B.A., 1998 BERNARD M. BARUCH COLLEGE, New York, New York B.B.A., 1992 LANGUAGES Proficient in French and Spanish.