Product Marketing Brand Marketing Innovation

Hanna Wagari

Carlsbad, CA ***** 949-***-**** ad6srh@r.postjobfree.com linkedin.com/in/hannawagari

EXECUTIVE SUMMARY

Accomplished Marketing Director with 20 years of experience in beauty and wellness. Demonstrates expertise in revitalizing beauty brands, directing marketing strategies, and boosting sales. Notably increased revenue by $11M in 12 months, spearheaded global product launches that led to double-digit growth, and powered a 20% uptick in customer engagement within 1 year.

WORK EXPERIENCE

DIRECTOR OF PRODUCT MARKETING August 2017 - July 2023 SeneGence International Foothills Ranch, CA

● Executed growth brand strategies for SeneGence’s beauty, skincare, haircare and wellness portfolios, leading to 11% increase.

● Enhanced company visibility and consumer recognition, by elevating the brand through rich storytelling, messaging differentiation and defining key values.

● Developed and implemented advanced marketing strategies, including digital strategy, that boosted revenue by $11M within a year.

● Led global product launches contributing to double-digit growth in US, Canada and Australia with a 360 launch strategy and go-to-market plan.

● Championed innovative product development pipeline, enhancing brand competitiveness, and market share, while leading the Product Development and Product Marketing teams.

● Boosted customer engagement on social media by 20% within the 1st year through efficient use of UGC content and collaboration with Creative director and Social Media Manager.

● Adept at strategic planning and execution, using in-depth knowledge of brand management and industry trends to derive actionable insights and drive growth.

● Managed PR agency relationships and led communication strategy, becoming the “Brand Voice” by hosting media events with influencers and press.

● Conducted a SKU analysis/rationalization within the existing portfolio, identified gaps, and directed the 3-year product portfolio pipeline based on consumer insights and business goals.

● Spearheaded the creation and review of product claims, marketing copy, and educational materials, resulting in successful global product launches and significant company revenue.

● Partnered with the Creative and Social teams to develop compelling brand-aligned visuals, infographics, and videos, increasing engagement and driving conversions.

● Led digital marketing and content creation, yielding a 20% uptick in customer engagement following an integrated cross-functional approach.

● Managed and motivated a team of marketing professionals, ensuing team cohesion and delivery on company goals.

SR. DIRECTOR OF BRAND MARKETING February 2015 - June 2017 HEC-Global Inc. Irvine, CA

● Led the brand marketing for a leading supplier of cloud-based software applications and wellness products for the Asian market.

● Monitored results, adjusting brand marketing strategies as needed, contributing to a more robust customer-centric brand image.

● Assisted in creating and managing the brand marketing budget, ensuring effective allocation of resources.

● Championed the Intrush brand value, leading to successful media events and enhanced brand reputation via sponsorship of the Aston Martin Race Team for the 2015 GT Asia Race series.

● Managed multiple projects simultaneously, ensuring key brand initiatives drove awareness and engagement. VICE PRESIDENT OF MARKETING October 2010 - September 2014 Taxus Cardium Pharmaceuticals Group San Diego, CA

● Led the pre-market and launch of Excellagen (510K medical device) - HCP - DTC.

● Developed a 5 year strategic business plan and all up/down stream marketing.

● Worked cross-functionally with clinical affairs, regulatory affairs, R&D to prioritize product requirements and clinical data.

● Implemented a Medical Advisory Board of KOLs to educate about the device and review new modalities for patient management.

● Developed clinical case series and studies to expand usage.

● Reimbursement strategy - obtained Q-code classification. Set up a specialty distribution - cold chain. VICE PRESIDENT OF MARKETING August 2009 - September 2010 Roex Inc. Irvine, CA

● Directed all facets of the retail and digital marketing execution for direct-to-consumer wellness business.

● Partnered with the sales team to support retail by presenting new product innovation concepts, value propositions, channel-specific campaigns, promotions, sampling, in-store events, and loyalty programs.

● Delivered exceptional leadership and cross-functional coordination, completing a re-brand and repackaging initiative on an accelerated launch schedule.

SR. PRODUCT MANAGER January 2008 - July 2009

DKB Household USA Inc. Irvine, CA

● Revitalized stagnant global housewares brand delivering strong sales and profit growth in North America and Australia.

● Enhanced the profile of the "Zyliss" brand by developing and executing a strong integrated marketing program leading to successful placement of products in Macy's and Target.

● Launched "Zyliss Essentials" to reach mass channel customers and accelerate brand penetration.

● Grew brand awareness by 3% within one year using paid media; boosted seasonal sales and new product awareness through email blitzes tied to print and in-store releases. SR. MARKETING MANAGER January 2002 - January 2007

Noevir Inc. Irvine, CA

● Executed marketing communications, product launches, PR and brand management for a Japanese beauty brand. Reported directly to the CEO and managed twelve direct reports.

● Defined marketing plan, long and short-term strategy, pricing and brand portfolio to ensure profit growth and expansion.

● Implemented grassroots PR strategy to gain editorial coverage in leading beauty and lifestyle publications such as "O the Oprah Magazine," "Women's Wear Daily" and "Lucky".

● Launched a nutraceutical product range that generated 10% incremental revenue.

● Managed an award-winning in-house creative agency. SKILLS

Brand Management ·Digital Marketing · Customer Insights · Business Insights · Content Creation · Team Building · Oral Communication · Social Media Marketing · 360 Campaigns · Collaborative Leadership EDUCATION

Bachelor of Business Administration

University of Texas at Arlington Arlington, TX

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