Monica Kapadia: Global Head of Brand Marketing

• 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