Erin Thoensen

𝗕𝗨𝗦𝗜𝗡𝗘𝗦𝗦 𝗦𝗨𝗖𝗖𝗘𝗦𝗦 𝗙𝗢𝗥 𝗣𝗥𝗢𝗩𝗘𝗡 𝗕𝗥𝗔𝗡𝗗 + 𝗥𝗘𝗩𝗘𝗡𝗨𝗘 𝗣𝗘𝗥𝗙𝗢𝗥𝗠𝗔𝗡𝗖𝗘 Champions a holistic business approach to drive the overall business strategy and success, marketing strategy, category leadership, profitability, and brand growth and innovation for the Baby, Home, and Apparel divisions of the $350M consumer goods company. Oversees $40M marketing budget and leads a team of 6+ direct reports. 𝗜𝗠𝗣𝗔𝗖𝗧 ✦ Over-delivered on net revenue and business results. Increased Household category penetration by 2.3 million homes. ✦ Owns the business strategy and success of 95% of company revenue. ✦ Stimulated topline growth with in-channel and portfolio profitability at Target, Amazon, and Walmart. 𝗛𝗜𝗚𝗛𝗟𝗜𝗚𝗛𝗧𝗦 ◑ 𝗠𝘂𝗹𝘁𝗶-𝗰𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Ensures big-picture strategy across 12 CPG Baby and Home categories to drive profitability, revenue growth, market share, brand growth, and marketing strategy across a diversified portfolio. Collaborates with the executive leadership team to define business priorities. ◑ 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 + 𝗣𝗿𝗼𝗳𝗶𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆: Establishes long-term marketing strategy with strong ROAS conversions and consumer engagement; presents numerous case studies to Finance, demonstrating profitability impact. Maintains category premiums and maximizes portfolio mix to future-proof category margin profile. ◑ 𝗕𝗿𝗮𝗻𝗱 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 + 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Ushers a holistic approach across the brand story and voice; drives brand identity and loyalty with target audiences across multiple channels and touchpoints within the consumer journey.

𝗙𝗨𝗟𝗟-𝗙𝗨𝗡𝗡𝗘𝗟 𝗠𝗔𝗥𝗞𝗘𝗧𝗜𝗡𝗚 + 𝗕𝗥𝗔𝗡𝗗 𝗣𝗘𝗥𝗙𝗢𝗥𝗠𝗔𝗡𝗖𝗘 Developed and executed the overall marketing strategy to drive brand performance, customer acquisition, and revenue growth and profitability for the Baby and Home division. Led a full-funnel marketing strategy across all marketing functions, including brand management, market leadership, product marketing, digital marketing, retail, paid media, and social. Ushered The Honest Baby brand’s evolution into its next chapter and market competitor. 𝗜𝗠𝗣𝗔𝗖𝗧 ✦ Launched Honest Baby at Walmart, including dual placement endcaps and in-aisle. Stimulated topline growth with in-channel and portfolio profitability at Target, Amazon, and Walmart. ✦ Increased ROAS from $2M to $3M in 6 months; achieved $4M with significant improvements to media mix. ✦ Took over TikTok, owning the baby whitespace and achieving 80% Share of Voice (SOV). 𝗛𝗜𝗚𝗛𝗟𝗜𝗚𝗛𝗧𝗦 ◑ 𝗙𝘂𝗹𝗹 𝗙𝘂𝗻𝗻𝗲𝗹 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: Creates a full-funnel marketing strategy to reposition the business strategy and optimize ROAS, including new-to-brand consumers, full streaming capability, paid media, linear, and social. ◑ 𝗣𝗮𝗶𝗱 𝗠𝗲𝗱𝗶𝗮: Engages new-to-brand consumers with top-of-funnel brand storytelling. Implements paid media diversification and efficiencies across full streaming, activated TV, linear, and social media. ◑ 𝗥𝗲𝘁𝗮𝗶𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: Implements retail marketing strategy with the nation’s largest retail corporations (Walmart, Target), including retailer advertising, in-store activations, promotions, and retailer exclusives.

𝗖𝗛𝗜𝗘𝗙 𝗠𝗔𝗥𝗞𝗘𝗧𝗜𝗡𝗚 𝗦𝗧𝗥𝗔𝗧𝗘𝗚𝗬 Spearheaded and established a new overall marketing strategy to sharpen marketing vision and performance, brand management, and marketing operations/structure for all 12 CPG Baby and Home categories. 𝗜𝗠𝗣𝗔𝗖𝗧 ✦ Core team that launched Honest Beauty at Walmart (2022). Cultivated strategic messaging supporting the brand value and positioning to continually expand shelf space. ✦ Achieved #1 Baby Personal Brand ranking at Target; positioned to be #1 on Amazon by year-end. 𝗛𝗜𝗚𝗛𝗟𝗜𝗚𝗛𝗧𝗦 ◑ 𝗕𝗿𝗮𝗻𝗱 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁: Directed brand management marketing strategies and processes to drive consumer engagement and brand performance with a full-funnel approach. ◑ 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗲𝗱 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗣𝗹𝗮𝗻𝗻𝗶𝗻𝗴: Executed a deeper analysis of the existing business to better understand consumer segments; prioritized business cohesion and aligned leading categories with a holistic financial strategy. ◑ 𝗣𝗮𝗶𝗱 𝗠𝗲𝗱𝗶𝗮: Executed omnichannel media shifts to sharpened paid media strategy to bolster brand awareness with measurable ROI across all categories. ◑ 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Implemented new planning processes, workflow, timelines, and sales planning supporting new product launches, brand innovation, packaging, and marketing campaigns. ◑ 𝗕𝘂𝗱𝗴𝗲𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽: Oversaw a $40M budget; executed new allocations and cost savings levers across the total portfolio, including price increases, cost-out initiatives, and assortment optimizations.

𝗕𝗨𝗦𝗜𝗡𝗘𝗦𝗦 𝗚𝗥𝗢𝗪𝗧𝗛 + 𝗗𝗜𝗩𝗘𝗥𝗦𝗜𝗙𝗜𝗖𝗔𝗧𝗜𝗢𝗡 Diversified business growth strategy through new product category innovation and regulatory compliance excellence. 𝗛𝗜𝗚𝗛𝗟𝗜𝗚𝗛𝗧𝗦 ◑ 𝗡𝗲𝘄 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁: Developed numerous business cases for emerging categories. Examined marketing research, consumer insights, competitor intelligence, product differentiation, and cost analysis. ◑ 𝗦𝗞𝗨 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻: Determined emerging and discontinued products across the complete portfolio.

◑ Established the comprehensive regulatory affairs strategy and practices for the U.S. and Canada, ensuring all regulatory requirements are met with exceedingly best practices throughout the product lifecycle. Turned around regulatory processes, product documentation, claims, QA, and compliance. Worked with federal agencies (FDA, EPA, OEHHA) to safeguard against class action litigation.

𝗚𝗟𝗢𝗕𝗔𝗟 𝗥𝗘𝗚𝗨𝗟𝗔𝗧𝗢𝗥𝗬 𝗔𝗙𝗙𝗔𝗜𝗥𝗦 + 𝗣𝗥𝗢𝗗𝗨𝗖𝗧 𝗖𝗢𝗠𝗣𝗟𝗜𝗔𝗡𝗖𝗘 Directed global regulatory compliance standards and practices for the North American Region (U.S., Canada, Jamaica, Puerto Rico, and Trinidad) for the $750M multinational dietary supplement corporation. Led regulatory activities and optimization programs, including new product development, releases, threats, cost optimization, and international manufacturing site analysis. Oversaw product lifecycle management, deviations, clearances, operational enhancements, clearances, and manufacturing facilities.