laura estaria

Director, Global Brand Marketing In charge of global naming projects for new and existing products and services Drafted and issued RFPs, selected and managed outside creative agency to develop global naming architecture with decision making tree; global trademark vs. generic name. Worked closely with in-house legal counsel to research name availability, assess risk and finalize trademarking process. Global naming nomenclature in place with buy-in from key internal stakeholders. Savings of $100K per generic non-trademarked name ($2K per name per country in 50 countries). Responsible for Global Brand Compliance roll-out project to strengthen the Visa brand before 2008 IPO Planned and led audit from kick-off meetings to actual in-country brand assessment with local counterparts, providing guidelines and support on process and deliverables, gaining agreement and commitment on remedies and timeline for non-compliant items, reporting results to management with recommendations for improvement and efficiencies. 5 regions and 12 major representative countries/ markets assessed.

7-person start-up in premium chocolate category – from the founder of Pete’s Wicked Ale) Cocoakeeper alias Brand Marketing Manager o Redefined brand proposition and implemented launch of new product on domestic market with communication guidelines, trade show organization and attendance.

From Assistant to Associate to Marketing Manager International Brand Development Developed and introduced two new wine brands internationally. Facilitated brand concept definition, managed consumer research, trademarked brand with legal counsel. $9 Million revenue generation after 18 months. Coordinated and co-negotiated a 3-year overall contract for purchase of syndicated data (AC Nielsen/IRI) for international markets. Budget over $600K for 11 countries with projected 7.5% cost reduction and drastic improvement of data intelligence availability.