Director of Brand Marketing, Account Director

Marketing & Sales

}
Brand Marketing Director with a passion for building brands and high-performing teams. An analytical, strategic, creative, and
highly collaborative leader, an excellent storyteller with extensive presentation skills, and experienced in delivering consistent
results across B2C, B2B, and DTC in a range of diverse industries and business sizes, in national and global markets. A people-first
leader and mentor working cross-functionally and with C-level executives, building collaborative, inclusive, and inspiring work
environments internally and externally, locally and remotely.

? Responsible for the strategic business development plan and leadership of brand marketing efforts for agency emerging and established clients with identified categories, segmentation, target companies, and revenue goals.
? Lead market research, competitive analysis, and evaluate opportunities for channel strategies, and size new markets for entry.
? Built and managed a 10+ team of graphic designers, copywriters, content writers, video creators, SEO and SEM specialists.
? Own and manage clients' relationships from pitch presentations and onboarding to meeting project deadlines and budgets.
? Crafted and executed influencer marketing strategy for health and wellness brands, including social campaigns, on-brand
messaging, compelling content creation, account activation, and management.
? Strategy lead in building brand image, consumer insights, packaging development, pitch presentations, and omni-channel
marketing campaigns to engage and steward the next generation of CBD brands.
? Completed corporate re-branding initiative in 6 months, on time and under budget, including direct-to-consumer web launch,
content and digital marketing efforts, demand and lead generation, PR and social media strategy, increasing Facebook
engagement from 1% -24%, hitting 1.5+ million views in 5 months.
? Shaped Geo W. Carver natural consumer packaged foods and beverages brand planning process, roll-out strategies, direct-toconsumer
web launch, SEO, digital marketing campaign execution, and social media strategy.
? Project managed Geo W. Carver specialty food brand licensing program, responsible for budget, product development, marketing
strategy, and overall licensors relationships from project kick-off throughout the product and packaging development process.
? Produced and promoted Geo W. Carver live events on Club House increasing brand awareness and engagement.
? Pitched the ideation of MGM Television and Digital / Lightworkers Media product strategy leading the development of unique
consumer products for exclusive sale on Instagram and Amazon aimed at brand growth and loyalty.
? Responsible for Tower Hill brand management, including brand strategy, packaging design, consumer products roll-out, digital
marketing, social, and licensing programs.
? Improved marketing operations, creative process, and sales funnels in 5 international markets by implementing Canto's cloudbased
digital asset management platform with 35,000+ assets, resulting in a 70% increase in workflow efficiency, 100% brand
compliance, and a 90% reduction in asset duplication.

/ Los Angeles
? Responsible for the operations and execution of the company's advertising, marketing, PR, sales, design, and brand strategy.
? In charge of arthelier.com direct-to-consumer eCommerce launch, website merchandising, assets and content creation, SEO, and social media strategy.


? Partnered with the Irvine Company residential master planning and home building business unit, directed all marketing and branding initiatives for the successful launch of 10+ new residential communities.
? Oversaw all company's communication including newsletter, print magazines, marketing collateral, catalogs, and trade events.
? Managed annual marketing calendar, marketing planning process, and 2M marketing budget.
? In charge of 25+ B2B projects with trade partners in the Residential, Commercial, Hospitality, Healthcare, and Retail sectors,
increasing brand awareness and generating 30% revenue growth.
? Researched and analyzed target buyer demographics, location, and housing market trends to custom-tailor design and merchandising of multi-family, mixed-use, and model homes' new builds and renovations.
? Account director for Hibner Design Studio, project managed the re-designed of Cypress Gamewerks North Park Apartment
Homes transforming the property into a modern, complete living destination.
? Owned and managed HPA Design Group project scope for Urbana Apartments' new residential 135-units development including
client pitch, budgets, and work plans.
? Finalist for the development of Sugar Land Texas Festival Park Overlook project, executed pitch presentation and bid.
? Attended industry tradeshows and conferences including West Edge Design Fair, High Point Markets, and BDNY. Fabrix Expo, and Dwell on Design.
? Managed a team of 15 including contractors and vendors throughout the John Hancock renovation project delivering successful
project completion on time and on budget.

Director of Marketing, Brand Strategist

? Responsible for pitching new clients and managing client relationships, writing project briefs, project planning and management, deadlines, deliverables, implementation, and budgets.
? Launched hautedecorinterior.com, responsible for web design, content and assets creation, A/B testing, and optimization.
? Led omni-channel marketing strategy, email marketing efforts, and video development building brand awareness and customer
engagement.
? Oversaw a portfolio of 20+ interior design projects throughout various stages of the design and execution lifecycle from client
presentations, onboarding, end-to-end project management, and account management.
? Responsible for developing and implementing digital marketing strategies including targeted campaigns on Houzz and Instagram to support long-term revenue growth opportunities.
? Formed strategic alliances with real estate companies to stage and market Southern California beachfront properties and townhomes resulting in an additional 20% in revenue.
? Project managed design team, architect, contractors, and fabricators for the construction of Golden Cove Physical Therapy
complex, in charge of project financials including budgets, fees, and invoicing.

Senior Marketing Manager, Account Director

? Developed and executed from ideation to commercialization a global 3-year, innovative new product marketing plan for the launch of the company's first fitness, cycling, lifestyle apparel, and accessories business unit.
? Established a portfolio of 450+ apparel and accessories branded products triggering $10+ million in sales revenue in 2 years
achieving 47% year-over-year sales growth.
? Executed a global $5 million program for Herbalife/LA Galaxy sports sponsorship, spearheading a strategic licensing partnership
with Adidas with the launch of a David Beckham product line culminating in a Sports Illustrated cover.
? Managed and optimized a $1+ million marketing budget, and owned P&L responsibility.
? Led the design development, production, and distribution of new products pipeline for corporate events sponsorships
including Indy500, Los Angeles and Malibu Triathlons, Tour of California, and Leadville 100 MTB Race.
? In charge of herbalifeapparel.com website design, launch, content creation, budget, day-to-day management of the online
business, and reporting of revenues.
? Launched herbalifeapparel.com a direct-to-consumer eCommerce platform reaching 1.8 million distributors in 80+ countries.
? Conceptualized Herbalife24 men's and women's fitness merchandise launching simultaneously with the new HL24 performance
nutrition products and marketing campaign, the most successful launch in company history.
? Project leader for creating Herbalife Nutrition and Herbalife24 brand stylebook and implementing a company-wide, global
merchandise and asset-sharing platform.
? Developed and implemented B2B strategic licensing partnerships with Adidas, Nike, Fila, Patagonia, The North Face, and Lulu
Lemon securing consumer products for corporate events and generating a double-digit revenue stream.
? Collaborated on the global product initiatives for the launch of H30 - hydration mix, Herbalife Kids - vitamins, and Herbalife
personal care product lines, encompassing brand identity, package delivery system and design, and cross-platform marketing
campaign and sampling.
? Project managed revision to corporate compensation plan to include branded merchandise sales commission from kick-off to budgeting, building out global implementation schedule, and aligning and allocating cross-functional teams and resources.
? Formulated We Are the Brand, I Am Herbalife, and Use, Wear, Talk, Give marketing campaigns fueling brand awareness,
product sales, and customer acquisition.


? Managed and mentored a corporate, cross-functional team of 15+ including merchandising, project management, finance, IT,
and 8-14 off-site consultants.

Director, Merchandise

? Led lifestyle apparel and accessories merchandise strategy, development, and execution from ideation to sourcing, pricing, and distribution for brand re-launch in the U.S. market after a 15 years hiatus.
? Launched vespausa.com, generated $5M in direct-to-consumer lifestyle products sales in the first year generating 200% yearover-year
sales growth.
? Managed cross-functional team to ideate and launch Starbucks Stirs You, Vespa Moves You sweepstake with 8 NY Times promo
ads, increasing consumer engagement by offering registered Starbucks Card users the chance to win Starbucks Cards and Vespathemed
Italian vacations and prizes.
? Led Ahhh Vespa Diesel marketing promotion curating a co-branded limited-edition apparel collection and customized limitededition
Vespa auction.
? Formulated Target Red Vespa TV campaign with Vespa display in 1200 stores and 56 million nationwide advertisement inserts in newspapers and magazines producing record-breaking target.com web traffic.
? Created Sundance Channel Live Life Out Loud Sweepstake featuring 120 digital promo spots on sundancechannel.com.
? Developed, negotiated, and managed Vespa's licensed portfolio across categories including specialty men, women's, and kids'
apparel, accessories, gifts, novelty and collectibles, stationary, home décor, publishing, electronics, and toys, maximizing brand
extension and profitability through strategic brand segmentation.
? Spearheaded licensing partnership with Mattel launching MyScene Barbie Vespa scooter for the tween market generating 30%
royalty revenues and launching the company's most successful licensing program.
? Negotiated strategic, multi-category brand licensing program with Disney Consumer Products and Disney Parks launching
exclusive 10+ product categories spanning hard lines and soft lines building brand awareness among new American consumers.
? Project managed the execution of public relations program focused on retail grand openings, pop-ups, store events, promotions,
and editorial content in Martha Steward Living, Vanity Fair, Elle Décor, Oprah Magazine, Architectural Digest, Teen People, Travel & Leisure.

Director, Brand Marketing, Global Licensing / Vespa USA

Find out detailed information about Patrizia Caretti, Director of Brand Marketing, Account Director in Salt Lake City, UT

Patrizia Caretti: Director of Brand Marketing, Account Director in Salt Lake City, UT

Patrizia Caretti

Pepperdine University