Consumer Brand. Retail Channel. Product Launch.
Brand strategy and the systems that carry it.
17+ years in marketing, including 15 years inside a nationally distributed consumer brand and 7 years leading an independent practice. Inside the brand, started in customer service in 2004, moved into social media marketing in 2009, then into marketing leadership. Independently, built sell-in kits, launch materials, and retailer-facing tools. Now looking to bring that work in house, on one brand, for the long run.
17+ years in marketing, 15 inside one consumer brand
Consumer Brand MarketingProduct LaunchRetail ChannelWholesaleSell-In SystemsMerchandisingSales Enablement
Who I am
17+ years in marketing, including 15 years inside a nationally distributed consumer brand and 7 years leading an independent practice. Now looking to bring that work in house.
What I work on
Brand strategy and the systems it takes to run it. Positioning, launch materials, retailer-facing tools, and the paid media tests that pressure-check the whole thing before scale.
How I work
I get the evidence straight before spending money, then stay with the work through execution rather than handing off a plan.
A recent result
For V Auto Care, site sessions grew 75.4 percent year over year with no paid advertising.
At a glance
What I have done
The fastest way to see the work at an executive level. Every item here is backed by the detail on the Executive Impact and Case Studies pages.
Built retail sell-in systems that partners could sell without a rep.Folder that opens into a countertop merchandiser, intro kit for new resellers, and a four-piece launch kit that shipped with every new product across a nationwide retail network.
Ran product launches from innovation to retailer shelf.Training manuals, training videos, launch catalogs, and product inserts so nothing shipped without a story attached.
Built the commercial content system behind retailer sell-through.Product catalogs, training assets, and listing content standardized so every SKU shipped with the story, education, and merchandising the channel needed to sell it.
Grew a national reseller channel and the categories inside it.Owned partner onboarding, training, and product-education tools that let independent retailers carry the brand end to end, and held every claim to FDA and NASC standards while doing it.
Fifteen years inside one consumer products brand.Started in customer service in 2004, moved into social media marketing in 2009, and grew into marketing leadership at a nationally distributed pet health company.
Built and ran an independent practice for seven years.Contract marketing and business-improvement work for brand teams.
Led a direct team and cross-functional decision groups.Ran day-to-day marketing execution alongside a small team, and facilitated leadership groups through the calls that had to get made.
After seven years leading this work independently, I am looking to do it inside one organization. 17+ years in marketing, 15 of them inside a nationally distributed consumer brand, an independent practice, a shipped product, and measurable growth for the brands I have worked with.
Reference
In their words
“We were facing both internal alignment friction and declining performance when we engaged Catwalk. Vanessa did not just spot the bottlenecks, she re-worked how our leadership made decisions. We stopped the decline and got the business back on a growth path. I will admit we were hesitant at first, and the choice to move forward paid off and then some.”
Source Chief executive, client engagement (name held under NDA)
Start a conversation
I am looking for an in-house role in strategic brand marketing. Consumer products, retail, wholesale, or channel, with a scope that connects innovation, marketing, and the retailer-facing tools that carry a launch. Ready to be part of one team, on one brand, and to live with the results of my own decisions over years rather than engagements. If that is the kind of role you are hiring for, I would like to talk.
Direct Vanessa@catwalkadvisory.com
Elsewhere LinkedIn and the executive resume.