Corinne Kordecki Marcello

Consulting - Insights / Market Research

Velocity Sales Management

Present

• Focus on shopper insights and business intelligence project work in the retail food industry. • Analyze Spins market data in both the Conventional & Natural channels; leverage the use of pivot tables and graphs to build presentations and report information to clients with valuable recommendations to help brands & retailers make smart, fact-based business decisions. • Outline and build detailed consumer surveys based on client needs to explore shopper behavior and product selection motivators, utilizing both the Qualtrics and Toluna platforms. Unlock key findings to help clients make decisions regarding: product positioning, packaging, claims & formulations, target shopper profiling, shopper selection logic, pricing, and several other factors. • Experience communicating to high level business leaders including CEOs and Senior Executives.

Business Development Manager

The Hain Celestial Group · Lake Success, NY

Executed and drove development of all private label business across 16 food and personal care brands and channels. Led private label projects from conception, product development, retailer presentation, pricing, approval, forecasting and shipping. • Drove all aspects of the private label business including: new item conception, project management & development with key cross-functional partners, retailer presentations, and pricing. • Responsible for the $45MM Trader Joe’s private label business, including maintenance of inline SKUs and development of new seasonal & everyday items to consistently drive sales growth. • Determined and managed fiscal sales goals for the Trader Joe’s business. • Ran P&Ls to determine feasibility and pricing for our customers. • Analyzed both internal sales data and external Spins data to determine trends in the market. • Maintained both Hain databases and Retailer databases to update necessary product information. • Partnered with Customer Service team to r…

Brand Activation Manager

babyganics · Westbury, NY

• Managed a retailer account list of Baby Specialty stores and optimized performance of the Babyganics brand within each account. • Created genuine and authentic connections with parents/consumers around the Babyganics brand, products and ethos, ultimately conveying trust in each and every brand experience. • Responsible for owning the NY metro market, execution of sales & marketing activation logistics. • Researched and executed events: from activation conception to set-up, execution, breakdown and recapping. • Developed relationships with local influential parents via influencer seeding programs. • Actively promoted the brand within retail stores by utilizing best practices in merchandising and increasing brand exposure via on and off shelf displays.

Senior Manager for Kids/Baby and Home Categories

Avon · New York, NY

• Responsible for the Home business in addition to the Kids/Baby business, managing a total of $120MM in net sales in 2013 ($74MM in Home, $46MM in Kids) and a team of 5 associates. • Implemented strategic ‘brochure back’ process to build cohesive themes in each brochure and plan all future flows in advance; developed product assortment as collections vs. key items. • Introduced Sofia the First license into the Kids business; generating over $1MM in the Holiday catalog, as well as the 2nd top selling item for Avon in 4Q’13. • Drove productivity in the Kids business by shifting resources from Fashion into Home; brought in more consumer relevant licenses. • Created a new growth segment in the Home business with the introduction of Home Fragrance in 4Q 2013, generating $5MM for the business. • Responsible for both new concept development and overall merchandising for the category. • Strategized a business plan to create a stronger brand identity while identifying growth opportunities. • P…

Senior Merchandising Manager, Color Cosmetics

Avon · New York, NY

• Responsible for managing the Merchandising team in Color Cosmetics, the largest Beauty category at Avon with over $200MM in annual sales. • Played a vital role in driving cross-functional collaboration within the team, i.e. enhanced communication to ensure all parties had accurate information, importance of face-to-face time to align on key objectives, etc. • Strategically targeted specific segments to leverage growth opportunities and be competitive in the marketplace. • Spearheaded the restage of Avon’s Nailwear Pro Plus nail enamel, the largest Nail Color launch in Avon’s history. • Partnered with Director of Color on Annual Planning and Quarterly Planning strategies. • Collaborated with Estimating and Supply Chain to determine buy strategies and mitigate service risks; created contingency plans if products oversold or undersold. • Led the entire Beauty Merchandising Team (Color, Personal Care, Skin Care, and Fragrance) for alternating quarters, to create plans as one cohesive Bea…

Marketing Manager, Skincare

Avon · New York, NY

• Responsible for managing and building the Anew skin care brand, the strongest and most profitable brand at Avon, that generated over $100MM a year. • Proactively tracked new product development from inception to launch, along with Global Marketing, Engineering, Supply Chain, Product Cost, and Package Design & Copy for the entire Anew portfolio. • Determined the most favorable sampling and trial size options for the North American market. • Partnered closely with Legal and R&D to review all clinical and consumer claims for use in the Avon Brochure. • Provided direction and information to Creative for all skincare collateral pieces to educate the Sales force. • Created the resourcing budget with Finance for all major skincare launches and activation plans throughout the year; generated P&Ls for these launches to ensure profitability. • Constructed all Anew creative briefs & presented to Creative for each bi-monthly Brochure to reinforce positioning. • Partnered with Sales on comprehens…

Merchandising Manager, Campaign Managment

Avon · New York, NY

• Executed bi-monthly campaign plans exceeding $100MM, making recommendations to fulfill all key performance indicators. • Led and presented campaign review meetings to Senior Management, Marketing, Forecasting, and Creative. • Responsible for developing incremental Marketing Flyers as an opportunity to maximize campaign sales. • Selected key new products to be tested in Advance Flyers to improve forecasts and help prevent service issues. • Produced campaign post-mortems that aided in the development of future campaigns and seasonal events. • Built data reports in the Datamart system for the team to sufficiently analyze and assess specific information. • Attended annual 4Q Conference to present new products and meet with Division and District Sales Managers.

Associate Merchandising Manager, Campaign Management

Avon · New York, NY

Merchandising Assistant, Wellness

Avon · New York, NY

• Partnered with Sr. Merchandising Manager to develop comprehensive marketing plans for Wellness business. • Supported Director and team with administrative tasks, data entry, reports and ad-hoc projects.

Marketing Coordinator, Wellness

Avon · New York, NY