Jessica Koutoulas (Musselwhite)
Toronto,ON
Summary
I’m a creative thinker who thrives in a fast-paced environment. My experience in large and small scale organizations allows me to be process driven, while still nimble to make decisions quickly and adapt to market needs. I excel working with cross-functional partners and have strong relationship management skills. I am always striving for executional excellence while staying true to strategy. My towering strength is building strong working relationships; with my immediate team, cross functional team and leadership team. I have a passion for building brands that are sustainable, inclusive and innovative.
Overview
9
9
years of professional experience
Work History
SENIOR BRAND MANAGER
SodaStream Canada
06.2022 - Current
- Developed robust annual brand plans and led the integrated business planning process for 2023
- Launched new price fighter brand with agency partners, legal & other internal teams to solve consumer pain points during high inflation period
- Led cross-functional teams for the successful development and launch of new products
- Managed high engagement shopper marketing and experiential programs, both at store level and high traffic consumer events
BRAND MANAGER
SodaStream Canada
02.2020 - 06.2022
- Managed SodaSream Canada's Sparkling Water Maker & CO2 cannister product portfolio
- Created best in class in-store shopper marketing programs and point of sale material
- Developed innovation project management tool for current and existing product launches
- Implemented and executed strong go-to-market plans for a diverse range of customers & channels
- Managed budget of $15M through various digital, in-store and customer-specific marketing tactics
- Drove double-digit growth for the brand through integrated marketing strategies
- Led a transition team to ensure success of future brand launches by managing clear-out strategy, inventory management and customer activity
- Oversee corporate social responsibility initiatives including employee diversity & inclusion events, and sustainability focused PR campaigns
- Work cross functionally with sales, operations, and finance to deliver results and ensure executional excellence
- Lead strategic and creative briefs with Integrated Agency Team & other external partners
ASSOCIATE BRAND MANAGER
General Mills Canada
12.2018 - 01.2020
- Quarterback running the Meals & Baking business unit, building brands and strategic planning for the future
- Accountable for delivering annual financial plans for the brands and ensuring there are opportunities and risks outlined and managed throughout the year
- Lead cross functional teams to strategize and deliver on SRM, mix and other channel P&L levers
- Responsible for determining the consumer and brand positioning strategy and outlining campaign objectives
- Own and manage the ~$6MM budget for the M&B business unit; across product, in-store initiatives and marketing communications
- Led weekly cross functional executional meetings to ensure projects moved along seamlessly
BRAND COORDINATOR
Officeworks
09.2017 - 05.2018
- Supported the Private Brand Manager in developing private label brand strategies
- Ensured Buying Team product development was aligned with brand strategy
- Created robust rationale documents to circulate for approval with internal stakeholders for each packaging roll-out
- Actively managed timelines and workflow to ensure timely delivery for all private label creative development and packaging artwork development
- Coordinated directly with our in-house design team and external printing agency to roll-out packaging projects.
BRAND CONSULTANT
Canadian Tire Corporation
12.2015 - 08.2017
- Assisted in managing a ~$120MM brand, with 5% YOY growth from the brand refresh
- Supported the development of brand management process and capabilities, including competitive analysis, architecture mapping, planning and ROI
- Worked closely with the Category Management, Product Development & Strategic Marketing teams
- Supported relevant external relationships such as licensed brands and partner agencies
- Launched a new brand within the outdoor gardening portfolio
- Responsible for setting the strategy, briefing the agency and determining both logo and packaging visual brand language & identity
- Monitored operational expenses for brand events
- Integrated with the legal team in support of trademark and/or intellectual property claims
- Completed financial analysis on the brand performance on a monthly cadence, presenting to various levels of the senior management team.
Education
Bachelor of Commerce -
UNIVERSITY oF GUELPH
Guelph, ON12.2012
Skills
- Strong project management skills
- Product commercialization and go-to-market expert
- Strong people management & communication skills across all levels of the organization
- Solid time management and organization skills
- Detail oriented
- Robust analytical & story telling in a concise manner
Timeline
SENIOR BRAND MANAGER
SodaStream Canada
06.2022 - Current
BRAND MANAGER
SodaStream Canada
02.2020 - 06.2022
ASSOCIATE BRAND MANAGER
General Mills Canada
12.2018 - 01.2020
BRAND COORDINATOR
Officeworks
09.2017 - 05.2018
BRAND CONSULTANT
Canadian Tire Corporation
12.2015 - 08.2017
Bachelor of Commerce -
UNIVERSITY oF GUELPH
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