Lauren McClard

Recruited into the health & wellness-focused D2C company to serve as the Senior Brand Manager of 13 brands in the CPG space (12 supplements & 1 aromatherapy) — collaborating with leadership to develop & implement digital strategies, incrementally grow existing brands, and commercialize new lines & products. • Partnered with leadership to reimagine & rebrand the company’s existing supplement line as a digital-first D2C brand — developing the core product, brand, and GTM strategies to target the aging Gen-X consumer. • Ideated and executed market research-backed omnichannel campaigns to launch a 60 SKU aromatherapy diffuser & essential oils brand — developing content, digital, and product subscription strategies to quickly grow engagement, generate leads, and secure organic rankings while increasing repurchase rate and LTV. • Leading key initiatives to build on the 20-year success of supplement Prosvent — implementing the company’s first comprehensive digital strategy while reimagining TV acquisition, elevating content quality across the board, and proactively providing A/B testing throughout to maximize results. • Led a brand overhaul to reinvigorate a struggling D2C superfood drink product — refocusing the brand story, introducing updated packaging, and dedicating investment toward digital, social, and affiliate channels to connect with a younger demographic. • As PMO, led the simultaneous effort to modernize & migrate 18 D2C e-commerce platforms to WooCommerce — implementing processes for sprint planning & optimized infrastructure to remove bottlenecks company-wide and enable increased digital efficiency & ROI.

• Promoted into a Senior Marketing Manager role within the award-winning CPG company’s Lifecycle department — introducing consumer testing to inform strategy, improve campaign timing & messaging, and reduce subscription churn while increasing purchase frequency and customer lifetime value. • Reimagined the Lifecycle Department’s processes, workflows, and tracking from end-to-end — improving team efficiency & effectiveness while validating a blueprint for continued company-wide scalability. • Encouraged to think outside the box and try new things — defining digital metrics & KPIs while harnessing A/B testing for top supplement products to seed learnings into the customer pipeline to improve the customer journey and increase repeat purchase and lifetime value. • Served as the marketing lead in orchestrating the email strategy & funnels for the new Tru Alchemy beauty brand — building all workflows for lead nurture, purchaser welcome, upsell, cross-sell, and abandoned cart.

• Recruited into the wellness & beauty-focused digital D2C company to manage its top-selling e-commerce supplement brand, 1MD — building out & leading its 10-member Video Department, optimizing its lifecycle & retention capabilities, hiring & mentoring new talent, and launching numerous D2C products to success. • Led brand & technology initiatives to increase conversion & ROI — overhauling the 1MD brand & assets, building a content platform to educate consumers, project managing 3 documercials, implementing enhanced subscription & upsell funnel capabilities for all brands, and helping orchestrate 1MD’s Amazon launch. • Key lead for company-wide delivery and workload prioritization — standardizing, refining, and optimizing workflows to alleviate bottlenecks, improve efficiency, and dramatically improve technical & creative output. • Transformed the company’s product launch process from the ground up — implementing two phases of formalized frameworks for product development, brand & campaign design, and launch strategy, spanning market research, consumer testing, claim vetting, and post-launch campaign analysis.

• Recruited into the global pro audio software startup to lead its US office — reporting to the CEO, running US marketing focused on the music and entertainment industries, and serving as the main point of contact to the European senior leadership team. • Led initiatives to elevate US domestic capabilities — internally injecting process, securing two agency partners, hiring new talent, and refocusing the team toward scaling & driving efficiencies into the brand’s visual identity, user experience, PR, marketing, and sales practices. • Spearheaded two successful global software launches — working across the business to help develop / innovate products while executing influencer, tradeshow, PR, social, digital, and content strategies to maximize performance and deliver the most successful launch in company history at the time. • Partnered with executive leadership to formalize & grow the company’s B2C channel — orchestrating a global mix of high-value events and personalized advertising / digital campaigns to connect with artists, musicians, filmmakers, and hobbyists. • Worked closely with the Sales leadership to evolve the company’s partner & channel marketing programs into highly strategic & capable functions — driving sales engagement and enablement while successfully implementing solutions to increase partner mindshare, scale opportunity, and grow revenue.

• Recruited by the boutique digital agency to help leadership establish Account & Project Management practices while serving as a partner to dozens of small & medium-sized organizations — establishing company goals, identifying target markets, and informing data-driven marketing tactics to set the brands apart. • Played a key role in driving a wide range of projects to successful conclusions — honing skills in digital marketing, SEO, web development, and building strong brands while personally creating a management framework for earning client trust and elevating retention.

• Brought on by the premium herbal products manufacturer to serve as a Project Manager and help the CMO launch the company’s first food product — quickly receiving promotion to Marketing Manager, co-leading a six-member team, elevating direct mail & email marketing capabilities, and growing acquisition & retention. • Logistically drove product development, branding, package design, go-to-market strategy, and marketing for the Superfood Nutrition Bar — delivering a successful launch and repeatable template for new products. • Partnered with CMO to create and implement a modernized lifecycle marketing department — leveraging market research, advanced targeting, personalized messaging, and A/B testing to optimize the customer journey, improve acquisition & retention, and validate a scalable framework for use across the business. • Played a key role in expanding the company’s monthly subscription service and practitioner programs — contributing new offers & engagement strategies that turned around the previously underperforming programs and consistently grew incremental revenue YoY. Recognized by the CEO as Employee of the Year in 2012.

• Began career in many aspects of entertainment — supporting Jim Berkus, Head of United Talent Agency, and his many high-profile clients and later film producers William Horberg and Rebecca Yeldham on development & production of such properties as Death at a Funeral (Chris Rock), The Kite Runner and Anvil! The Story of Anvil.