MIKAELA (Maxwell) REDDEN, MBA

Brand Marketing and Product Development Consultant @ ANDSOME

About

Hello! I'm Mikaela - Nice to meet you. MY WORLD IS BRAND & PRODUCT STRATEGY Bridging Art, Culture & Commerce⭐️With over 12 years of experience in brand management, product development, and consumer strategy, I specialize in translating cultural insights into commercially successful products that resonate deeply with consumers.⭐️The Art & Science of Building BrandsFrom beauty and fragrance to lifestyle products and fashion, my career has been dedicated to creating products and experiences that seamlessly blend art, culture, and commerce. I believe that great brands don’t just exist. They connect, inspire, and evolve with their audiences. Whether it’s crafting a bold brand identity with culture-rich messaging, developing innovative products, or refining go-to-market strategies, my approach is always rooted in both creativity and commercial viability.🚀I thrive at the intersection of culture and commerce, ensuring that every product, campaign, and strategy is not only visually and emotionally compelling but also data-driven and market-ready.⭐️What I Bring:✅ Brand Management & Strategy – Elevating brands through positioning, messaging, and multi-channel storytelling.✅ Product Innovation & Development – Leading end-to-end product strategy, from concept to commercialization.✅ Consumer & Market Insights – Using data-driven insights to shape products and brand narratives that drive connection and loyalty.✅ Cultural Fluency – Understanding how identity, trends, and storytelling shape modern consumer behavior.⭐️Beyond Work:I’m passionate about mentorship, education, and increasing access for diverse voices in brand strategy and product development. My interests span scent culture, innovative products, design, digital community-building, and the future of beauty and wellness. I believe in the power of storytelling, the science of consumer behavior, and the art of creating brands that leave a lasting impact.📩 Open to connecting, consulting, and collaborating.✉️ Get in touch: Mikaela@exploreandsome.comInterests & Expertise:Brand & Product Marketing | Consumer Insights | Storytelling | Business Development | Startups | Digital Marketing | UX & Design Thinking | Packaging & Visual Merchandising | Art & Industrial Design | Emerging Technologies | Human-Centered Design | Sustainability | Cultural Trends & Insights | Consumer Behavior | Community Building | Go-To-Market Strategy | E-commerce & Retail Innovation

Country

City

United States

Industry

Cosmetics

Skill

Attention to Detail, Voice of the Customer, Strategic Marketing, Qualitative Analysis, Analytical Skills, Psychology, Branding & Identity, Build Strong Relationships, Microsoft PowerPoint, Presentations, Consumer Products, Brand Awareness, Marketing, Retail, Social Media, Visual Merchandising, Social Media Marketing, Research, Digital Marketing, Market Research

Experience

Brand Marketing and Product Development Consultant

ANDSOME

2019-7 - 2026-1 · 6 yrs 7 mos

Brand Management + Marketing + Business Strategy + Product Development Consultant for established and emerging brands, Hospitality spaces, and Artists. *Pardon My Fro (Horizon Beauty Group) *The Shop Grooming Line (The Springhill Company) * Tiny Village Cartagena

Brand Marketing / Interior Design Advisor + Investor

Tiny Village Colombia S.A.S.

2019-7 - 2025-12 · 6 yrs 6 mos

Cartagena, Bolívar, Colombia

Director of Product and Brand Development

Beauty by Imagination (BBI)

2022-7 - 2023-2 · 8 mos

Ouidad, Twist by Ouidad, Curls, Bioionic, + New Brand Programs

Director of Product, Experience & Innovation

RadSwan

2020-1 - 2021-3 · 1 yr 3 mos

Venture funded DTC brand www.Radswan.com

Global Brand Marketing and Product Development Manager (Blue Sky Innovation Team)

Maesa

2017-8 - 2020-1 · 2 yrs 6 mos

Lead Brand Manager (Marketing + Product Development): Target // TPH by TARAJI (Exclusive Multi-textured hair care line by Taraji P. Henson) Urban Outfitters// Ohii (Private Label Beauty: clean skin, hair, body, and color cosmetics) Sally Beauty// Plantactive Blend (Private Label: clean haircare collection) Concepting + Incubation & Pitching: Sephora// Together Beauty Dollar General // Believe Beauty New Business Development with various Domestic and International retail partners + DTC brands. Drove pitching, conceptualization, brand strategy, product development, and commercialization of new brands + products + and storytelling concepts across Hair, Skin, Body, and color cosmetics to answer consumer needs.

Assistant Global Marketing and Product Development Manager

Batis Marketing Concepts

2015-11 - 2017-9 · 1 yr 11 mos

Greater New York City Area

Creator: Conceptualized visual merchandising displays for color cosmetics. Evaluated and developed content, packaging artwork, email copy/layout, marketing assets, and overall brand visuals. Product Developer: Spearheaded product development with domestic and international suppliers. Collaborated on packaging sourcing, formula creation + approvals, and consumer testing. Analyst: Analyzed pricing, COGS, monthly sell through, sell-in and revenue forecasting. Using sales data, identified adds/deletes of new products & shades. Product development budget, P&L and annual Marketing budget responsibilities Marketer: Developed 3-year strategic product development and marketing plan. Launched two new fragrances with Lane Bryant. Created marketing + content + web development plan to relaunch and reposition a celebrity hairstylist collection. 360 marketing support for new product launches. Copywriter: Composed creative briefs, PR briefs, product education documents, product naming, marketing presentations, product initiation / research & development forms, and product dossiers. Clients: Lane Bryant + Isabel & Ruben Toledo// Hot House Beauties (Fragrance collaboration) Lane Bryant // Shade collection (color cosmetics) Serge Normant// Serge Normant Haircare New Business & Brand Development

Community Manager

boogie brands

2016-9 - 2016-12 · 4 mos

Remote

(SOCIAL MEDIA SPECIALIST FOR DIGITAL MARKETING AGENCY) Clients: Rookie Kids (Haddad Brands- Nike, Levis, Jordan, Converse Childrenswear) Tressle (Home Goods)

Marketing Consultant

Clinique

2015-6 - 2015-11 · 6 mos

Greater New York City Area

(FREELANCE: NORTH AMERICA MARKETING TEAM)

Marketing Consultant

LOFT

2014-12 - 2015-5 · 6 mos

Greater New York City Area

Ann Taylor Factory & LOFT Outlet Stores: (FREELANCE) • Drafted and deployed marketing communications to 250 + retail stores, respond to in-store signage inquiries, and coordinate sign library updates • Orchestrated the Mall marketing opportunities highlighting current offers and initiating event-based promotions to amplify brands and drive traffic to stores • Maintained quarterly marketing calendars and created coupons using InDesign • Conducted competitive landscaping/ trend evaluations and compiled data • Assisted Marketing Manager and Associate Marketing Manager with budget management, new store opening initiatives, marketing plan development and ad hoc administrative tasks.

Trade Marketing Consultant

Fresh

2014-3 - 2014-10 · 8 mos

Greater New York City Area

(FREELANCE) • Coordinated marketing projects for new campaigns and seasonal programs for Fresh retail stores and wholesale accounts. Maintained multi-channel marketing calendar in line with strategic objectives • Developed creative briefs/requests outlining scope of work, proofed deliverables, and routed approvals • Liaised with internal creative/visual merchandising teams and external partners to provide assets, marketing copy, gifts, samples, and brand marketing tools • Conducted competitive audits evaluating industry trends, digital /email activity, messaging, and visuals. • Aided Trade Marketing Manager and Senior Director of Marketing by reporting expenses, submitting invoices, sample closet management and preparing for meetings and market week presentations