Kana Flesuras

- Expanded category manager role to include TikTok Shop and DTC, leading pricing and promotional strategy to support incremental channel growth. - New Product Launch - Support go/no-go decisions, create sales forecast, and plan launch strategy. Ensure that NPLs are on track, gather data for future NPLs, and adjust strategy as needed.
 - Setting Budget - Work with Finance to set annual revenue and profit targets for each brand by analyzing sales trends, margin profiles, and LTV/CAC.

- Category Management - Manage 11 CPG brands (totaling >$40M revenue/year) with strong expertise in P&L and analysis. - P&L Ownership - Work closely with Finance to track and optimize brands’ financial performance against established KPIs daily, weekly, and monthly (including US GAAP). - Sales Performance Analysis - Review products’ sales, profitability, and market share to create action plans for E-commerce Managers and Marketing to execute. - Sales & Operation Planning - Deliver monthly SKU-level sales forecasts within ±5% accuracy to support financial and inventory planning. - Collaboration with Marketing - Create and assess growth strategies including advertisements and seasonal promotions by establishing and measuring KPIs. - Data Reporting - Partner with BI to improve the accuracy and usability of Tableau and share reports with executives and cross-functional teams.
 - Ad Hoc Analysis - Conduct various in-depth analyses as needed including assessing stock position to create sell-through plans and measuring the effect of growth initiatives on LTV/CAC.

- Brand Management - Managed all aspects of acquired CPG brands in food & supplement division (totaling >$18M rev/year). - Due Diligence & Business Plan Development - Supported M&A team by analyzing businesses from the operational side and mapped out strategic opportunities. - P&L Management - Reviewed brands' financial performance to identify opportunities to improve profitability and invest for further growth. - Analysis & Strategy - Analyzed sales performance, conducted competitor research, and strategized to dominate market share through advertising, pricing, discounts, content, product launches, and more. - Branding - Identified customer persona and rebranded accordingly for improved positioning. - Cross-Functional Project Management - Worked closely with Supply Chain and Marketing to plan & execute growth strategies. - Process Improvement - Identified operational challenges and created structure to run the business smoothly. - Collaboration - Shared insights and knowledge throughout the organization by creating SOPs and fostered a collaborative learning environment.

- Analytical Database Creation & Management - Organized and visualized different types of marketing and website data for the company using Google Data Studio. Tracked and analyzed key marketing metrics, CAC, engagement metrics to improve various strategies. - KPI & ROI Management - Set and monitored KPIs and ROI of marketing strategies. Conducted A/B and multivariate testing for ads and website banners to continuously improve conversion. - Full-Funnel Strategies - Provided solutions and new initiatives to improve conversion and bounce rate among site visitors in upper and middle funnel by incorporating effective CTAs, engaging content, and retargeting strategies. - Ad Management - Continued to create highly converting ads with graphic designers by analyzing visual elements. Managed native, display, video ads and sustained healthy ROIs. - Search Engine Optimization - Continued to direct SEO by utilizing data from Google Analytics, Google Search Console, Screaming Frog, SEMrush, and other SEO tools. Worked closely with content writers and web developers. - Website Performance Optimization - Closely monitored the technical aspect of the website to improve UX/UI and indexing. Successfully assisted in website relaunch with extensive knowledge of SEO and site optimization.

- Brand Development & Management - Launched and managed the entire catalogue of superfoods and supplements with effective pricing, discount, and PPC strategies. Created content to effectively communicate brand story and continuously optimized for conversion. - PPC Management - Managed PPC campaigns for 20+ SKUs. Efficiently managed both automatic and manual campaigns to maximize ROI. - Inventory Management - Forecasted sales velocity and planned for reorders with the purchasing team. - Market Research - Conducted marketplace research for trends and launch ideas for both new and existing customers. Conducted customer feedback and competitor analysis for superior product positioning and updates. - Promotion Management - Ran promotions and deals and worked with influencers to increase brand awareness and external traffic. - PnL Management - Created daily, weekly, and monthly reports to assess strategies and optimize profitability. Analyzed the product life cycle and placement to identify improvement opportunities. Conducted SKU rationalization to shift focus on new or growing products. - Paid Social - Worked with influencers and managed/analyzed upper funnel ads. Successfully drove 14% of the site traffic. Created a landing page for the audience with engaging content, CTAs, and email capturing strategies. - Native, Display, Video Ads - Developed robust full-funnel strategies using segmentation. Created effective ad visuals by working with a copywriter and graphic designers. Analyzed A/B and multivariate testing. Overall, my efforts resulted in ROAS >500%. - On-Site & Off-Site SEO - Managed keyword targeting, site speed optimization, schema markups, internal linking, backlink building. Provided SEO-optimized content guidelines to writers. Our blogs resulted in the featured snippet and organic position rank 1 and 2 on the SERP of highly searched CBD keywords. Grew organic traffic by 279% and revenue by 146% from December 2019 to July 2020.

- Responsible for Japan Expansion - Expanded US business to Japanese marketplace. Launched superfood supplements and hemp-derived skin care products. Managed export compliance and logistics. - Marketplace Strategies & Branding - Managed all aspects of marketing strategies including branding, labeling, content creation, PPC campaigns, promotions, and customer service in Japanese. - Market Research & Sales Analysis - Conducted marketplace research for product trends and ideation. Created P&L reports and analyzed the sales performance and profitability of the products.

- Graduated with honors - Selected to the 2018 All-California Academic Team - Received Certificate of Proficiency in Cross-Cultural Communications Skills