Kristen Zabaglo

• Led fleet and packaging marketing program driving $1.9B in media value across 50,000+ vehicles and 1B+ packages in 10 countries responsible for all creative output. • Partnered with operations, finance, and brand teams to align marketing initiatives with business objectives, managing high-profile partnerships with NFL, NBA, NHL, and MGM Studios. • Established KPIs and tracked performance across $1.9B media program, presenting ROI analytics and insights to senior leadership quarterly. • Expanded channel reach 50% in 12 months while managing global stakeholder relationships with agencies and vendors to ensure brand consistency and marketing excellence.

• Led marketing, insights, R&D, and product innovation teams for a $1B organic juice and functional food & beverage portfolio driving 10% revenue increase though brand repositioning and increased investment with retail partners. • Managed comprehensive insights driven rebrand in partnership with agency partners, responsible for new brand positioning and creative including TV, OLV, social media, PR and packaging. • Optimized $80MM marketing budget with weekly evaluation of media placement. • Created an 18-month innovation roadmap, delivering new functional beverages, low-sugar juices, and dairy/frozen offerings, generating $150M+ in incremental revenue. • Implemented a fast-track product development process in collaboration with key retailers and sales teams reducing time-to-market by 50% while enabling agile product and packaging adjustments for optimal customer experience.

• Led strategic marketing, category management, insights, and innovation for $150M organic cold-pressed juice and functional beverage portfolio, managing cross-functional teams and agencies delivering new positioning, branding and unified marketing messages across all touchpoints. • Spearheaded a 3-year business turnaround, focusing on portfolio optimization, streamlined marketing strategies, and enhanced retailer execution, resulting in significant market share gains. • Developed omni-channel marketing strategies integrating retail, digital, and 3rd party delivery platforms to drive customer engagement and revenue growth. • Built and mentored a high-performing team, fostering a collaborative culture that prioritized both outcomes and leadership development. • Optimized product formulations to enhance taste profiles and extend shelf life, achieving over $10M in annual cost savings through reduced complexity and increased purchasing power. • Refined the stage-gate process, accelerating R&D, feasibility assessments, and commercialization timelines to accelerate develop timelines by 40%. • Led sustainability initiatives to ensure 100% recyclable packaging by 2025, aligning with corporate responsibility goals.

Senior Brand Manager Starbucks, Teavana | 2016 – 2018 • Led marketing strategy and implementation for retail promotions and out-of-store marketing activations, driving brand growth and engagement. • Delivered differentiated in-store promotions through collaboration with category management, operations, public relations, and creative teams, achieving 15% growth over 24 months. • Streamlined promotional offers to reduce complexity for customers and store partners, boosting category growth by partnering with finance and store operations. • Successfully relaunched the out-of-store marketing program with a multi-channel campaign, generating 100M+ impressions and establishing a roadmap for future promotions. • Directed insights work with internal teams and external agencies to develop innovative store designs, product offerings, and brand positioning. Brand and Category Manager Starbucks, Channel Development – Food Service | 2014 – 2016 • Owned marketing and category leadership for a $750M, 170-SKU food service coffee portfolio, driving positioning, product development, lifecycle management, and sales strategy across multiple channels. • Achieved 10% annual growth in a flat category through insights-driven product innovation and portfolio right-sizing. • Led a comprehensive portfolio rebrand for Starbucks and Seattle’s Best Coffee, including product reformulations and packaging redesigns. • Launched two new coffee platforms (cold brew and liquid coffee), generating over $25M in first-year sales. • Developed and implemented new sales and marketing strategies, including a revamped equipment program, enhanced sales training, and customer-facing marketing materials.

Responsible for branding and new category launch at retail acting as the marketing liaison for sell-in and marketing activations at all major key retailers and distributors for multiple luxury cosmetics brands including: butter LONDON, ghd and Amarte Korean Skin Care. • Lead retail and out of store marketing, product and merchandising strategy driving sales and brand recognition. • Partnered with several premium beauty retailers to orchestrate new brand and product launches resulting in long term placement of client brands

Responsible for all aspects of marketing for Orango, a seed business selling electronics from an automated kiosk. Key foci include: •Creation and maintenance of annual marketing/promotional calendar based on sales trends and traditional retail events to drive sales year-round. •In-store marketing launch of each kiosk with store employees, management, outside promoters and a variety of custom marketing collateral. •Re-brand from Gizmo to Orango including complete re-brand, updated collateral, new website and messaging tailored specifically to our target customer. •Consumer insights management including testing of names, color schemes, overall concept, product, price point and quarterly NPS. •Implementation of loyalty and customer retention program. •Extensive marketing analytics to determine campaign and product success. •Management of complete website re-design and current content. •Oversee all social media calendars for brand and provide content to partners about the brand. •Event and press management.

In charge of all North American marketing and promotional initiatives for wholesale, retail and e-commerce channels. Key foci include: increasing sales across all channels, opening new channels of distribution, customizing promotions to fit within each sales channel, overseeing the product life cycle from start to finish by reviewing Key Performance Indicators (KPI) throughout the process, launching new core products and limited editions, managing brand image and product awareness, art direction for point of sale material, trade and consumer advertising and web advertising, packing and price management of all products, all CRM and website activities, public relations and event organization. • Flesh out the marketing calendar and marketing strategy to maximize the impact of product launches, product assortment and brand equity. • Develop sales promotions for all channels for maximized sales opportunity and margin based on sales analysis and market research. • Partner with key retail and wholesale accounts to develop effective marketing and sales strategies (Sephora, Nordstrom, Beauty Systems Group, Ultra, Regis, Premier, Beauty Brand and Saks Fifth Avenue) • Lead and coordinate all marketing asset creation including packaging, visual merchandising and marketing/sales collateral ensuring consistent brand messaging. • Manage all outside vendors to maximize efficiency. Vendors include: creative agencies, public relations company and printing house. • Maximize budget to gain the most exposure through traditional marketing activities, viral marketing, and events based marketing. • Spearhead the revitalization of e-commerce as a viable channel of distribution through managing the channel directly, creating annual promotional calendars to drive sales and brand awareness simultaneously. • Act as product and brand manager ensuring consistency in message internally and externally.

Responsible for companywide marketing strategy, public relations management and event participation. Reporting to the VP of Sales and Marketing and the CEO, develop integrated approach to increase sales, brand image and product awareness. Key foci include: maximize retail and web sales through informative campaigns to retailers and end consumers; increase awareness of the product as a lifestyle/fashion/sport brand; develop new and existing core-retail customers; nurture new and existing relationships with key marketing partners to increase exposure and reach of the brand; and management of all collateral materials. • Manage the ‘Piloti Drives’ campaign targeted at the fashion-athletic and luxury footwear trade and key retailers including: Nordstrom, Fred Siegel, Macy’s, Journeys, Finish Line and specialty men’s retailers. • Build and maintain marketing partnerships with key retailers to grow sales. • Manage creation and distribution of in-store visual merchandising, product catalogs, press material, advertisements and sales collateral to ensure brand and message consistency. • Develop, maintain and grow relationships with key publications, racetracks, racecar drivers and governing bodies to increase the awareness of the brand and maintain authenticity in with the marketplace. • Launch over 20 successful CRM programs through e-mail and direct mail campaigns to increase web sales, build brand awareness and announce new product launches. • Manage over 30 lifestyle tradeshows and events including: MAGIC, Project, Pool, FFANY, ASR, WSA, Concorso Italiano, Pebble Beach Concours d’Elegance, MotoGP, NASCAR and Monterey Historics. • Maximize media relationships through constant communication and outreach resulting in product placements in: InStyle, The Wall Street Journal, People, US and InTouch. • In charge of maximizing a $1 million marketing budget through partner/vendor negotiations and trade.

Marketing Intern for one of the largest media conglomerates in the world. Reporting to the VP of Marketing Research in the UK office, conducting quantitative and qualitative research, writing newsletters to top companies about youth-based trends and planning product launch parties. • Wrote a newsletter called ‘Youth Watch’ based on youth focus groups about current trends which was purchased by companies including: Kellogg’s, Adidas, Ford, Canon and Nestle. • Qualitative and Quantitative research, analysis and compilation into a usable and understandable format. • Launch Party planning for the UK launch of the Ford Focus. • Assisted with elements of product marketing for Canon during Euro Cup 2004 by traveling to Spain and Portugal.

Assistant Cosmetics Manager for 1 of 12 test stores in the 450-store company. Reporting to the RVP, trending new products for 5 Southern California districts, purchasing appropriate product for high-end locations, merchandise department to entice sales and provide superior customer service over the competition. Key foci include: trend spotting at tradeshows and in trade publications; increasing cosmetics sales across all 5 districts; providing a uniquely superior product selection and overall experience. • Increase sales in my store by at least 5% each quarter. • A member of the buying team that changed the Longs Drug’s philosophy of buying product based on demographic/psychographic demands instead of bulk buying. • Managed up to 5 employees.