Skate

Snow

Surf

Innovation & Brand at Hint Water | Former Poppi, Danone, and Rip Curl | MBA

MARKETING & BRAND MANAGEMENT professional with 16 years experience growing brands, managing teams, and increasing brand loyalty in consumer packaged goods, health, beauty, apparel, and action sports industries and a Master of Business Administration (MBA) from UCLA Anderson School of Management. Thrive in dynamic roles that leverage my entrepreneurial mindset and marketing experience.

KEY COMPETENCIES

Leadership/Managing Teams
Digital Marketing/Content Strategy
Data Analysis
Social Strategy
New Product Development
Consumer Insights
Retail Merchandising/POP
Sports Marketing & Events

Hint is the #1 unsweetened, flavored still water! Started in 2005 and available nationwide, Hint is a mission to help you fall in love with water.

Senior Director, Brand Marketing & Innovation

Swoon is on a mission to make people happier and healthier one drink at a time with our line of zero-sugar lemonades and iced teas.

I reported into the co-founder and then the Chief Growth Officer.

Launched Barbie™ x Swoon Pink Lemonade, Funboy x Swoon Inflatable Lemonade Stands, Supergoop! x Swoon Classic Lemonade, and Food Network partnerships

Vice President Marketing / Brand Management

Go-to-Market plan for Chamberlain Coffee x Swoon Matcha Lemonade

Marketing Director

Poppi, a prebiotic soda, was launched on Shark Tank and is disrupting the soda industry! 
I reported to the CMO and Co-Founder, Allison Ellsworth. 
Created go-to-market plan, launched Poppi Classics (Doc Pop, Cola, Root Beer)
Implemented Marketing Business review template and established Marketing Key Performance Indicators to track and optimize marketing performance.

Director of Marketing

Gryph & IvyRose, dubbed "Goop for kids", is an all-family, holistic health and beauty brand, offering personal care and supplements.

I held the position of Director of Marketing, reporting to the President and Co-Founder of the company. 

•	Ideated & executed brand's first marketing plan ($0.7M budget) including website optimization, paid social advertising, PR, and email automation, increasing direct to consumer sales 4x in first year.
•	Conducted 100+ consumer insights surveys and analyzed industry data to develop 3 new SKUs projected to grow business 3x in 2021.
•	Increased social media followers from 2 to 16k, online store sessions +798%, and conversion rate +142% in first year through improved content output, influencer programs, brand ambassadors, and PR efforts.
•	Developed wholesale sales incentive program, in-store point of purchase graphics, and product knowledge training contributing to wholesale sales increase +177% in first year.
•	Managed vendor and agency relationships including packaging, manufacturing, PR, digital, and advertising partners.

Danone is a multi-national, $30B food products corporation operating in 120 markets and is the world's largest certified B-Corp.

I held the role of Associate Brand Manager (Horizon, So Delicious Dairy-Free) and reported to the Brand Manager.

• Launched new Culinary Coconutmilk graphics in market, gaining increased distribution (+67% at Walmart).
• Interpreted insights and analytics to develop creamer line extension on track to grow $31M product portfolio +9% in 2019.
• Managed and forecasted $21M marketing budget, maintaining quarterly and annual under-budget execution.
• Worked with Brand Elevation and Consumer Connections teams to ensure brand graphics, content, and messaging were cohesive throughout all digital platforms, events, and in-store presentation.

Assoc Brand Manager

WhiteWave Foods (acquired by Danone) was a CPG company that produced brands like Horizon Organic, Silk, and International Delight.

I held the role of MBA Brand Management Intern on So Delicious Dairy-Free and reported to the Brand Manager.

• Developed an Internal Business Plan deck for the So Delicious Frozen foods category
• Drove two new products through Commercialization

MBA Marketing Intern

Rip Curl is a manufacturer and retailer of surfing sportswear and related products and, globally, is one of the "Big Three" alongside Quiksilver and Billabong.

I held the position of Marketing Operations Manager and reported to the VP of Marketing (and current President), Dylan Slater.

•	Conceived and executed original New York public relations initiative for professional surf team athlete to reach 70+ million audience, earning features in Sports Illustrated Swim, Maxim, and Yahoo Sports.
•	Managed sponsorships for Rip Curl events including the Rip Curl Pro Search Puerto Rico (2010) and San Francisco (2011); developed terms of partnerships and lead communication to ensure execution of deliverables.
•	Developed and implemented Rip Curl USA's cross-platform social media plan, expanding consumer interaction by 300% in one year and fostering e-commerce growth of 160% in 20 months.
•	Supervised eight marketing department members, leading to 7X increase in graphics output in six years.
•	Produced and distributed essential marketing materials to sales representatives, retail, and wholesale accounts, resulting in average of 16% increase in annual sales for five consecutive years.
•	Analyzed cost-savings of restructuring art department, leading to new POP production and distribution processes that resulted in a 50% annualized waste material reduction.
•	Oversaw Rip Curl Pro Search sustainability effort, resulting in most sustainably-powered and climate-friendly professional surfing competition.

Marketing Operations Manager

•	Forecasted and executed all marketing-related events including retail store grand openings, sales meetings, fashion shows, trade shows, and athlete team signings, delivering perfect budget execution rate.

Marketing Coordinator

Manulele Inc. is Hawai'i's premier surf and beach multi-media production company, creator of FreeSurf Magazine and Board Stories TV.

I held the role of Content Manager reporting to the Founder and President of the company.

•	Identified marketable staff images and solicited brands and media partners to purchase for advertising and editorial use; increased external photo sales and content deals by 500% in two year.
•	Determined content (editorial and photographic) for magazine, increasing readership and advertising, leading to largest issue in magazine’s history at 178 pages.

Content Manager / Photo Editor / Writer

Find out detailed information about Chelsea Johns, Innovation & Brand at Hint Water | Former Poppi, Danone, and Rip Curl | MBA in Tampa, Florida

Chelsea Johns: Innovation & Brand at Hint Water | Former Poppi, Danone, and Rip Curl | MBA in Tampa, Florida

Chelsea Johns

UCLA Anderson School of Management

University of San Diego