Cheryl Holliday, MBA

DS Smith is a leading provider of sustainable packaging solutions, paper products, and recycling services worldwide. Develop all marketing and e-commerce strategies, while leading a category management team of 3. Work closely with sales on customer opportunities and other growth initiatives (ex: Innovation) for DS Smith North America.

Led the marketing and sales organization of a $35M consumer packaged goods company. Oversaw sales and marketing programs to support over 10 brands (including Citrus Magic and Veggie Wash) across multiple product categories and retail channels such as mass, grocery, home improvement, natural and .com. KEY ACCOMPLISHMENTS ▲ Commissioned qualitative and quantitative research on two key brands to gain consumer insights, strengthen USP's and understand consumer segmentation/messaging, etc. ▲ Leveraged digital media platforms across mutliple brand campaigns delivering strong return on ad spend ▲ Re-designed and "upgraded" package design, messaging, and sales story to attract younger audience

Worked directly with CEO and Sr. VP of Sales to provide additional marketing and sales support KEY ACCOMPLISHMENTS ▲ Developed first-ever Go-to-Market strategy led by consumer insights and data, market research and trends ▲ Delivered integrated marketing campaign execution and direction across digital and social media channels to increase market share and sales volume ▲ Re-designed packaging and messaging across 25 sku's ▲ Developed 5 vertical programs & marketing materials ▲ Managed D2C program/product development with famous show host

Led marketing for the small to medium business division, offering POS software and hardware solutions. Oversaw global market strategy development across four sales verticals and six geographies in USA, Russia, China, UK, AUS, and Singapore KEY ACCOMPLISHMENTS: ▲ Developed global product launch plans and integrated marketing campaigns ▲ Developed comprehensive brand marketing strategy and plans to support individual sales motions for localization and adaptation of each market, reaching revenue goals of $30M and 50k leads in 2018.

Led the marketing organization of the $310 business-to-business unit with ownership in Marketing, Communications and Business segments with 16 direct reports. Oversaw product portfolio management and development of strategies to course-correct declining markets and lead transformation initiatives. KEY ACCOMPLISHMENTS: ▲ Conducted customer segmentation studies, identified customer profitability by persona, informing product opportunities; led design and execution of new go-to-market strategy; launch product bundles by business sector, aligning sales channels, and restructured sales teams. ▲ Transformed and grew marketing organization headcount and infrastructure, implemented a learning and development program to grow and align talent to business goals. ▲ Drove growth across the category, products, and margins by a gross margin increase of 12%.

Key member of the North American leadership team, with full P&L responsibility across the $60M household products business unit. Directed sales, category management, and marketing. Established strategic vision for growth and translated vision into actionable, team deliverables. KEY ACCOMPLISHMENTS: ▲ Developed full integrated business plan to mitigate business deterioration, and completely course-correct brand, by leading a brand relaunch and repositioning campaign. ▲ Sourced and cultivated strategic partnerships across the market with key retailers, directing communications, placement, promotions, and sales activities that increased sales by 5%. ▲ Executed first price increase in over 4 years on critical selling SKU's, with retailers such as Walmart and Dollar General, increasing gross margins by 7%.