Bachelor of Science, Business Administration

Bike

Triathlon

Health & Fitness

Swim

Director Global Innovation/Head Marketing

Marketing & Sales

Results-driven marketing and innovation leader with significant experience in brand management, strategic business planning, trade and consumer marketing, communications, new product development, global innovation, and business development in consumer packaged goods in the US, Canada, and the UK.
Exceptional at taking the lead and collaborating with others toward a common goal.  A proven leader in building brand strategy and executing marketing initiatives to drive company growth.  Adept at creating and managing impactful marketing plans that include brand management, media (traditional and digital), brand positioning/guidelines, consumer segmentation, P&Ls, forecasting, and agency management to deliver meaningful revenue and maximizing brand exposure.


WD-40 BIKE Company is a subsidiary of WD-40 Company, established in September 2012 (marketing planning occurred prior to establishment).  It is wholly responsible for the brand management of a new brand:  WD-40 BIKE, including sports marketing, business development, brand positioning, brand guidelines, package design, new product development and launch.  The brand is currently sold in 3000 retail outlets in the US and 19 countries around the world. 
•	Develop strategic marketing plans and execute branded initiatives including event and digital marketing, social media, athlete contracts and relationships, promotional items and new products resulting in increased brand awareness and significant brand authenticity
•	Create sales and marketing materials including a branded white paper, consumer segmentation grid, and brand story used to maximize $10MM new business in small and large retail (IBD, big box, mass)
•	Responsible for coordinating events, athlete sponsorships, social media, and digital marketing calendars to maximize brand exposure and impact
•	Built consultative sales presentation resulting in new distribution in over 400 stores
•	Collaborate with sales and key distributors to develop strong POP promotions to drive new distribution resulting in 100% sell-through
•	Responsible for building, tracking, and monitoring marketing budget; on target to meet budget
•	Develop a clear brand positioning statement used to guide all marketing and sales initiatives
•	Support global marketing partners with brand’s current/historical marketing materials
•	Manage agencies to keep website updated with highly relevant content 
•	Create and distribute monthly brand business updates, communicating sales and marketing results

Solatube International, Inc., is the private manufacturer and market leader of tubular skylights which bring natural light into residential homes and commercial facilities. Marketing managers report directly to the president.
•	Oversee strategic marketing plans resulting in the most successful and fastest-growing business unit
•	Partner with high-performing, cross-functional team leading to 44% revenue growth over prior year
•	Generate high-quality traffic and leads resulting in 35% increase in lead generation over prior year
•	Worked with digital marketing specialist to monitor campaigns, leading to 199% revenue growth
•	Create content calendar for owned/paid media resulting in increased web traffic & engagement
•	Lead digital partnership exploration and on-boarding of new SEO agency to maximize web presence
•	Lead marketing team to monitor SEM results and generate analyses to improve marketing campaigns
•	Create Marketing Effectiveness Report to evaluate multi-channel marketing programs
•	Recognized by Sales Director with award for being “one of the most hardworking people”


Marketing Manager - Residential, Commercial, Retail

•	Responsible for all consumer insights research and global ideation sessions used to build global strategic plans and growth platforms to generate new revenue streams 
•	Led product development and supported package design/consumer testing for brand extension project while on assignment in Europe, resulting in the first global brand extension: WD-40 Specialist 
•	Managed product concept development and built business cases to fill new product pipeline, one of which led to the second global brand extension:  WD-40 BIKE
•	Provided leadership, direction and guidance to two direct reports and two MBA interns

Manager/Director Global Innovation

•	Led cross-functional team on new product development to grow incremental sales into new channel
•	Conducted market research and prepared P&Ls for targeted claims and new product pricing
•	Developed product launch presentations to senior management review board for final approval
•	Prepared business analyses and marketing updates to innovation group, daily/monthly/quarterly

Manager, New Product Development

•	Led and managed brand portfolio, including the #1 multi-purpose lubricant brand in the US 
•	Developed and presented annual strategic marketing plans to senior management 
•	Executed current year plans resulting in +7.4% FY07 vs. FY06
•	Led cross-functional and change-management team on major strategic product initiative forecasted to grow annual business +13.3%
•	Effectively managed $11MM A&P budget, including ad agency, PR, media, trade, and promotions
•	Oversaw ad agency on $1MM+ national television advertising campaign to launch No-Mess Pen
•	Led marketing support for innovative new products including consumer insights, package development, go-to-market strategy, and launch plan 
•	Developed, executed, analyzed, and presented results of consumer promotion program, a P&G/Tremor Word-of-Mouth program that increased new product awareness and purchase intent

Brand Manager, WD-40 and 3-IN-ONE

•	Responsible for analysis and presentation of monthly category overviews to identify retail trade issues and opportunities
•	Created business reports/marketing presentations by analyzing consumption/shipment/financial data

Associate Brand Manager (Consultant)

•	Led cross-functional team on development of a line extension resulting in $1MM incremental sales
•	Developed marketing strategy in collaboration with sales team and marketing agency to maximize market expansion opportunities into the unique Quebec market
•	Developed, executed, and managed retail-specific sweepstakes resulting in $3MM+ revenue

Associate/Assistant Brand Manager

Find out detailed information about Liza Klein, Director Global Innovation/Head Marketing in Vista, CA

Liza Klein: Director Global Innovation/Head Marketing in Vista, CA

Liza Klein

California Polytechnic State University

Thunderbird School of Global Management