Jennifer Carnevale
Brampton,ON
Summary
Results-focused Brand Manager with 10 years of experience in consumer-packaged goods. Extensive experience in bringing new products to market, building consumer plans and delivering on business objectives. Excellent communication and interpersonal skills with a reputation for building productive business relationships.
Overview
19
19
years of professional experience
Work History
Senior Brand Manager - Joico Color
Henkel Consumer Brands
2019.03 - Current
- Managed portfolio and pricing strategy across 300+ products
- Grew Color business by 25% of 4 years
- Developed brands first paid digital marketing campaign to support relaunch of blonding & lightening portfolio, surpassing objectives resulting with 66.88% engagement rate.
- Lead project to integrate new email marketing platform in order to effective engage with new salons and existing salon through database
- Lead efforts with demand planning to ensure inventory management in cooperation of demand planner including; review of salon tools/loyalty items, action plan for Slow Movers, proactive destruction of obsolete print materials, SKU discontinuation based on low sales/to support addition of new SKUs (one in/one out); balance out planning for restaging SKUs to limit redundancy
- Identified new channel opportunity and collaborated with Ecommerce team to create program that supports 8 new product listing which resulted in $80,000 in incremental sales (in first 6 months)
- Planned, implemented, and tracked sales and marketing strategies to promote brand products.
- Lead annual briefing process with 4 agency partners which establishes 360 concept and execution plan to support launches and major brand initiatives
- Managed brands through product assortment, pricing and promotions.
- Responsible for brand & loyalty budget and P&L management across 4 professional color brands
- Fueled talent pipeline by developing and mentoring 2 new interns every period/semester
- Lead communication campaign and analytics for salon loyalty program
- Lead efforts to ensure inventory management in cooperation of demand planner including; review of salon tools/loyalty items, action plan for Slow Movers, proactive destruction of obsolete print materials, SKU discontinuation based on low sales/to support addition of new SKUs (one in/one out); balance out planning for restaging SKUs to limit redundancy
Brand Manager - Banana Boat
Edgewell Personal Care Co
2016.01 - 2018.08
- Grew sales by 11% within a low growth category by developing business in alternate channels (Costco & Dollar channel)
- Established new crisis management protocol that improved response time to consumer and media enquiries by 50%
- Managed new product launches and content releases in accordance to regulatory & Health Canada (DIN) product guidelines
- Led Canadian specific adapt of global TV assets, modifying scripts and visuals to be in accordance with Health Canada (claims) and Advertising Standards regulations
Brand Manager - Shave
Edgewell Personal Care Co
2015.05 - 2015.12
- Developed program targeted to existing buyers to facilitate stock up behaviour and a push towards larger pack sizes resulting in an 8% increase in sales ($1MM in gross sales)
- Assessed ROI of various marketing promotional activities and identified the best opportunities for optimization which resulted in trade savings while increasing consumption by 15% at a key retailer across the Schick women's shave business
- Reduced working vs Non-working A&P cost by 9%
Associate Brand Manager - Shave
Energizer Personal Care
2012.11 - 2015.05
- Collaborated with global marketing team to secure a strong innovation pipeline for Canadian market, that represented a $6MM growth opportunity across 3 years
- Successful in slowing declines on a legacy women's shave brand in order to hold profit contribution
- Secured $450M in topline sales by leveraging key retailer insights and data to incrementally launch new razor variant within a key retailer
- Developed and executed a cross segment promotional strategy for men's and women's shave that grew display volume by $400M
Associate Brand Manager - Shave Prep
Energizer Personal Care
2009.08 - 2012.11
- To identify promotional opportunities at key retailers
- Developed sell-in presentations leveraging relevant data and insights to secure promotion (ad, display or special pack)
- Managed a successful relaunch of two brands within the Shave Prep portfolio consisting of 15 products.
Project Manager
Energizer Personal care
2005.02 - 2009.08
- Analyzed and evaluated ROI of trade marketing campaignssamples and execution of internal pricing
- Led regular update meetings with marketing and sales teams
- Responsible for the set-up, collection and analysis of display forecasts and promotional vehicles
- Streamlined promotional forecasting process, resulting in a 35% reduction of SLOBS inventory
- Collaborate with marketing team to facilitate creative development and production of merchandising tools and catalogue
- Collaborate with commercial and global marketing teams to ensure that new products (approx
- 15-20/yr) and marketing promotions including displays are set-up in internal & external systems, incl
- Internal: ensure product and displays are set up in financial, production and planning systems
- External: maintain and update ECCnet database
- Develop and publish specification sheets, product & merchandising tool images and coordinate sales
Education
Collaborating Effectively -
Henkel Brand Learning
06.2023
Compelling Communications -
Brand Learning (Edgewell)
01.2018
Insights Generation -
Brand Learning (Edgewell)
03.2017
Executive Training Center - Marketing Management
Schulich School of Business
09.2009
Diploma - Business Administration/Marketing
Sheridan College
06.2004
Skills
- Marketing Planning
- Brand Strategist
- Analytical Thinker
- Strong Communication
- Project Management
Timeline
Senior Brand Manager - Joico Color
Henkel Consumer Brands
2019.03 - Current
Brand Manager - Banana Boat
Edgewell Personal Care Co
2016.01 - 2018.08
Brand Manager - Shave
Edgewell Personal Care Co
2015.05 - 2015.12
Associate Brand Manager - Shave
Energizer Personal Care
2012.11 - 2015.05
Associate Brand Manager - Shave Prep
Energizer Personal Care
2009.08 - 2012.11
Project Manager
Energizer Personal care
2005.02 - 2009.08
Collaborating Effectively -
Henkel Brand Learning
Compelling Communications -
Brand Learning (Edgewell)
Insights Generation -
Brand Learning (Edgewell)
Executive Training Center - Marketing Management
Schulich School of Business
Diploma - Business Administration/Marketing
Sheridan College
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