CATHY KOLUMBUS
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Straus Family Creamery
Rainbow Light
Tetley USA
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Situation:
No brand stewardship for 2+ years resulting in a tertiary brand position and a retail loss leader.
Long-term margin erosion due to continuous trade discounting to drive topline volume.
Lack of cohesion with parent brand.
Actions:
Led the global brand repositioning with the Canadian and UK teams. Subsequent messaging, website, digital media and packaging redesign.
Created and executed corresponding marketing consumer and retail directed initiatives focusing on driving awareness, equity, trial and conversion.
Drove new product launches and cost-saving initiatives.
Results:
Sales +12%; Website traffic +20%; Coupon redemption double category averages.
Trade promotions delivered sales increases from +7% - +30%.
County Music sponsorship delivered 650 incremental shippers and $600K in media value.
Digital Ad
New Graphic Design
Email Blast
Website
Home
About
Portfolio
Straus Family Creamery
Rainbow Light
Tetley USA
Contact