Isaac Hinds: Creative Leader in Chicago, Illinois

Lead long-term innovation, commercialization and platform strategy for Gatorade's Beyond The Core Portfolio (powders, tablets, protein, supplements & alt forms) Portfolio Winner of the Next Big Idea (NBI), at its core, NBI is an opportunity for PepsiCo. colleagues from different geographies, levels, and backgrounds to come together and create something big. It's about nurturing a culture of innovation and embracing an entrepreneurial spirit. • 649 ideas were submitted • More than 12,400 employees participated • More than 3,500 associates tuned in virtually to the final event

Led marketing, commercialization, communications, and strategy for Muscle Milk & Cytosport brands

• Led strategy and brand equity development across all CytoSport, Inc. brands (MUSCLE MILK, EVOLVE, CTOMAX, CYTOSPORT) • Championed the development and execution of annual brand strategies, innovation, objectives and activation plans • Grew MUSCLE MILK Tetra Pak outpacing category growth (13.7% vs 8.7%) and grew market share 1% while working with flat marketing budget • Managed company P&L with over $300MM in annual sales • Managed $20MM Advertising & Marketing Budget • Worked with sales leadership to develop customer marketing programs and identify opportunities to expand the business without increasing trade spend • Led product optimization research driven panel testing and consumer insights • Managed execution and coordination with Media and Creative Agency for mult-faceted marketing campaigns • Reviewed all packaging, collateral, trademarks and marketing materials for accuracy before launch • Performed product portfolio analysis and SKU rationalization on an on-going basis • Identified short and long-term opportunities through consumer insights, industry trends and competitive analysis • Managed & executed Social Media communication across all brands • Led brand strategy, launch and execution of EVOLVE, plant-based protein brand. EVOLVE became one of the top performing plant-based protein products in the natural channel

• Managed Specialty channel business and P&L, over $10MM in annual sales • Led innovation and new product development for CytoSport, CytoMax and Monster Milk Brands, including packaging design, formulation development, co-packer coordination, commercialization and launch plan. Innovation led to increased HHP and $2 million in retail sales • Led innovation and new product development for CytoSport, CytoMax and Monster Milk Brands, including packaging design, formulation development, co-packer coordination, commercialization and launch plan • Developed and executed brand strategy in Club and Specialty Channels • Managed brand strategy and positioning; including situation assement, brand architecture and positioning work • Worked extensively with HORMEL (parent company) legal and regulatory • Developed and implemented company trademark guidelines and educational material

Founded a full-service advertising agency. Areas of expertise were brand building, storytelling, and photography. Designed, developed, and managed marketing campaigns for an extensive client roster

Spearheaded all interactive media consisting of design, planning, and production. Designed web sites, interactive campaigns, E-mail promotions, newsletters, and other marketing pieces. Managed three people and provided coaching and mentorship

Designed Web sites, digital ads, email campaigns and print material. Constantly improved the quality of work in the interactive department. Spearheaded interactive design teams and led cross-functional meetings. Director of summer internship program