University of Michigan

Vanderbilt University

Director of Brand Marketing at The Yankee Candle Company, Inc.

College Hunks Hauling Junk Franchising

Owner

Global Director, Yankee Candle Brand (July ’22 – Jan ‘23)
	- Brand lead over $720MM Yankee Candle portfolio and a team of 16.
Global Director, Home Fragrance and Auto Categories (Jan ’17 – July ’22)
- Brand lead over $250MM portfolio and a team of 11. Grew overall portfolio of categories 5%.
- Partnered closely with VP of brand to create robust division strategy. Identified the growth of Home Fragrance & Auto categories as strategically important to the overall division growth leading to the following accomplishments:
o	First ever category strategies determining categories where Newell Home Fragrance (NHF) has a right to win along with defined tactics
o	Reversed declines of HF/Auto categories in Own Channels (Retail/DTC), regained auto distribution in Target, key seasonal promotional wins in Walmart along with new distribution of Plug-ins/Room Sprays. 
o	Innovation against key categories creating technology platforms across brands.  New launches include YC ScentPlug Fan, YC Sleep Diffuser, YC Scentlight, WW Radiance, YC Sidekick, WW Journey resulting in sales of +$18MM. Relaunching ScentPlugs portfolio led to +31% growth in 3 years.
•	Stepped in to restage Global “good” candle offering in less than 9 months resulting in holding shelf space with EMEA customers and double-digit sales increases in the US.  
•	Led efforts to streamline all category portfolios and reduce overall SKU counts of the division from 18K to 4200 
•	Change management leader during Newell Brands acquisition. Embedded new ways of working with cross-functional team. Partnered with Consumer Insights to execute the first ever foundational research for brands/categories culminating in brand positions, consumer segmentation and targeting, innovation roadmaps, and strengthened consumer communications. 
•	Influential in the building of the culture of NHF and Newell Brands.  Stood-up first ever Vets Employee Resource Group. Key member of the corporate Values Team. Co-Advisor for the NHF Culture Network.

Newell Brands

Yankee Candle Brand Director

Brand Director, Yankee Candle (March ’13 – Dec ’17)
•	General Manager in charge of Yankee Candle’s launch into Walmart.  Year 1 revenue was $40M growing to a $160M business in 5 years.  Launch began with candles and auto in 4 different departments and was followed with wax melts, ScentPlugs, and room sprays. 
•	Launched several new products including the Smart Scent Vent Clip ($10M) and the Scenterpiece platform ($15M).

The Yankee Candle Company, Inc.

Director of Brand Marketing

Oversaw a $15-20MM customer marketing budget focused on Kraft Cheese and Beverages for Walmart and all of customer marketing at Sam’s Club.
•	Launched Simply Kraft, an exclusive line of opening price point Cultured products, resulting in annual incremental revenue of $50MM and 5% category growth.
•	Strong collaboration between Kraft brand teams, local sales team, and Walmart merchants has led to unprecedented shopper marketing programs and innovation launch plans including:
o	Kraft Solo FSI highlighting Cheese and Beverages innovation and recipe based solutions.
o	Cheese new item “mega” demo, strong digital program, and a new product “giveaway” program.
o	Partnering with the Electronics department on the Just Dance 4 release and Mio products.
•	In 12 months, overall shopper marketing results improved to a better than 4:1 revenue return and positive paybacks with some programs well over a 6:1 revenue return.  
•	Year over year budgets for the Cheese and Beverages divisions have increased over 25%.

Kraft Foods Group

Sr Brand Manager Walmart Refrigerated Marketing

Ownership of $320MM P&L composed of #1 Cottage Cheese brand on the east coast, with two direct reports.
•	Worked closely with new General Manager to develop a short-term and long-term strategy to turn around a declining business including base price and promotional trade alignment and new product pipeline.
•	Responsible for negotiating the contract and signing on a new advertising agency and overseeing new creative strategy and concepts for the Breakstone’s business.

Brand Manager - Cultured

Led brand team responsible for $250MM P&L and $20MM advertising budget, with one direct report.
•	Directed the launch of Sandwich Shop Mayo, the most successful new product launch for the Mayonnaise category in years, resulting in 6MM lbs and $8.0MM in revenue.
•	Produced, executed, and aired $15MM integrated marketing campaign in10 weeks on Sandwich Shop Mayo that included: 
o	6 print ads and 3 :60s spots including the premiere ad on the American Idol finale followed the next day with a newspaper ad and YouTube channel linked to sampling efforts
o	1MM samples distributed in six weeks 
o	Breakthrough CP program with FSI, customized shelf talk with floor graphics, in-store sampling boxes in meat and cheese 
•	Maintained Kraft Mayo Olive Oil momentum with $5MM advertising budget resulting in 100% growth.
•	Collaborated with Corporate Affairs/Sustainability groups in managing pressure of NGO in egg procurement policy which resulted in an announcement of the procurement of 1MM cage-free eggs.

Brand Manager, Mayo

Championed an $18MM customer marketing budget for 10 key customers, with one direct report.
•	Sold in first ever Cheese marketing program at Sam’s Club resulting in $10MM of distribution and merchandising gains and most successful digital campaign results on samsclub.com with over 630M page views and interaction time of over three minutes and thirty seconds.
•	Launched several sandwich platform tests and programs at Kroger, Publix, AWG, and Meijer in collaboration with the Oscar Mayer division.
•	Executed $1MM cheese portfolio DunnHumby mailer at Kroger resulting in Velveeta being a part of NASCAR merchandising.

Brand Manager, Customer Marketing

Senior Associate Brand Manager, Breakstone’s and Knudsen Cottage Cheese
Filled in as Acting Brand Manager for five months on $194MM business.
•	Launched hormone free Knudsen Cottage Cheese and Sour Cream.
•	Completed a strategic analysis of the Breakstone’s cottage cheese business leading to a focus on the single-serve cottage cheese business as a 90 calorie snack.
•	Responsible for $1.5MM Knudsen advertising budget and executed a new campaign based on the insight of Knudsen being a local California brand.

Senior Associate Brand Manager, Velveeta
•	Launched Velveeta Bowls, a heat and eat dip, into 2400 Walmart Supercenters with limited budget.
•	Executed fall football program with ConAgra, online advertising campaign, and product placement ad in Nashville Star.

	Associate Brand Manager, Philadelphia
•	Responsible for monthly business reporting, forecasting, and budget management; managing a cross-functional team in seasonal packaging changes; productivity projects; and small consumer promotion executions.

Amy Monroe