Taylor Montgomery: Senior Brand Manager- NA Always Delivery in Cincinnati, OH
Taylor Montgomery
Senior Brand Manager- NA Always Delivery
Cincinnati | United States
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Industries
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Work experience
Procter & Gamble
Senior Brand Manager- NA Always Delivery | 05/2014 - Current
Manage the P&L, marketing, and innovation strategy for the Always brand worth $700 million and direct manager of 3 MBA Assistant Brand Managers.
• As market leader (55% $ share) delivered +2% in $ sales, +.3 pts $ share growth, and record bottom line growth +1% ahead of target.
• Developed and launched Always #Likeagirl social campaign (P&Gs most successful viral video campaign) gaining over 55 million views, 1.5 million consumer shares which contributed to +1% $ share growth and becoming one of Adage’s top 10 most viral videos of 2014.
• Led the digital, retailer , and TV strategy for Always #likeagirl Super Bowl activation becoming the first feminine care brand and first P&G female brand to ever be on the Super bowl delivering +6% $ sales growth, 4.4 Billion impressions( 50% more earned impressions than industry benchmark), and becoming USA Today’s #2 Super Bowl ad.
• Developed marketing and retailer go-to-market plan on Always premium Infinity business behind a new consumer
Procter & Gamble
Brand Manager- Global/ NA Always Design | 10/2012 - 06/2014
Led NA portfolio of innovation and advertising for $700 million NA Always pads business and managed a multi-functional and agency team of 20+ people.
• Led global innovation master plan for Always premium Infinity business worth $100 million in global sales and developed qualified product concepts scoring +12% higher on purchase intent vs. current.
• Led development of Always Rewrite the rules brand campaign delivering record high qualification scores on TV (+30% higher purchase intent vs. current), print (all executions above market average), and #likeagirl social campaign (scoring higher on share-ability vs. Dove’s Real Beauty Sketches and delivering a +2% increase in purchase intent).
• Developed new house hold segmentation strategy, identifying new un-met needs and sources of market growth worth $210 million in incremental sales to fuel North America innovation master plan.
Procter & Gamble
Senior Assistant Brand Manager and eCommerce/ Digital Strategy Leader (Global Always/ Whisper) | 09/2011 - 10/2012
Created new role to pioneer Global Always digital and eCommerce taking the brand from worst in class to leadership in digital.
• Led holistic eCommerce strategy (search, content, media, and eRetailer partnerships) to deliver global eCommerce $ growth at +52% vs. year ago, +7% ahead of target, and $ share growth at +2% vs. year ago.
• Developed and launch Always’ first mobile strategy, including designing and launching Always’ first mobile website in 10+ markets in less than 6 months delivering a +21% engagement rate vs. desktop site.
• Developed search and content strategy across all owned platforms to deliver a +300% increase in unique visitors.
Procter & Gamble
Senior Assistant Brand Manager (Clairol- Nice n' Easy) | 04/2010 - 08/2011
Managed the P&L, marketing, and innovation strategy for the NA Nice n’ Easy brand worth over $300 million in sales.
• Delivered record growth on total Nice ‘n Easy business delivering +8% increase in sales and +23% in $ share.
• Led launch of biggest hair color launch in P&G history including development of breakthrough social and customer plans over-delivering on all key metrics vs. targets: $ sales +66%, $ share +8%, and trial +200%.
• Developed new digital first support model for Nice n’ Easy prioritizing targeted digital media and industry relevant partnerships to deliver +8% increase in sales with a 40% increase in digital ROI, with flat marketing spend.
• Partnered with key fashion magazines and designers to become the first retail hair color brand featured in New York’s Fashion week generating over 40 million incremental earned impressions.
Procter & Gamble
Assistant Brand Manager (Clairol In-Store Marketing) | 06/2009 - 03/2010
Assistant Brand Manager- NA Clairol Nice n’ Easy
Led total Clairol retailer marketing and merchandising plans.
• Led total Clairol merchandising strategy at top customers, leveraging consumer insights to identify cross beauty category partnerships driving a 250% increase in incremental vol. from in-store events and improving ROI by +12%.
• Led top retailers to create and execute breakthrough in-store display driving a +$6 million in incremental sales.
• Re-invented couponing strategy to deliver a +12% improvement in ROI driven by prioritizing targeted vehicles.
Whirlpool Corporation
Sales and Marketing Intern | 06/2008 - 08/2008
Marketing Intern- Lowes Customer Team
• Led and developed go-to-market sales tool designed to enable sales teams with the most up to date product content with integrated key financial information to improve category management and maximize profit.