Global Head of Brand Marketing

Marketing & Sales

• Develop 360 integrated marketing programs that drive consumer demand to expand the business over +82% or +$40M, launching new brands like Tobi, Rescue Tales, Little Baby Bum and more
• Build acquisition strategy to improve customer lifetime value for core brand
• Manage brand financials including P&Ls, inventory and forecasts to drive marketing investment recommendations and analyze ROI
• Create storytelling opportunities for key drivers leveraging consumer insights from the research team to A/B test messages across different psychographic interest groups
• Ensure integrity of brand positioning, target audience, key attributes and ensure product, packaging, marketing communication, licensing and retail deliver on insights-based alignment and flawless execution
• Work closely with email and social teams to develop content strategy that drives engagement and sales

• Responsible for categories worth $70MM and contributed $10MM to top line since 2011
• Led 3-year cross functional development and launch of LATCH brand of bottles and pacifiers in 2014 that led to biggest new category launch in company history to date
• Spearheaded product development, positioning, pricing, consumer promotions, account sell-in and retailer activation
• Managed external agency and internal colleagues to develop logo, overall branding and packaging
• Identified and managed brand partner campaigns and programs in conjunction with Integrated Marketing and Social Media
• Developed compelling copy for packaging, website, merchandising materials, instruction manuals and all other marketing collateral
• Leveraged quarterly IRI data to identify market opportunities in new and existing categories

Global Brand Manager

Product Manager

Assistant Product Manager

Find out detailed information about Monica Kapadia, Global Head of Brand Marketing 

Monica Kapadia: Global Head of Brand Marketing

Monica Kapadia

CALIFORNIA LUTHERAN UNIVERSITY

WICHITA STATE UNIVERSITY