Monica Belsito

• Led the transformation of omnichannel sales and marketing to drive growth via a cohesive consumer ecosystem. • Direct oversight and responsibility for Integrated Marketing strategy and execution across paid, owned, and earned media, including shopper marketing, trade marketing, and retail media networks. • Reorganized and rebuilt the Omnichannel Sales team, driving growth in Pure Play and retailer.com by introducing P&L discipline, self-managed media, and foundational eComm best practices.

• As the fourth hire and right-hand to LOLA’s co-founders, we built and scaled LOLA – the first lifelong reproductive health brand, offering clean products, expert content, and a community that supports consumers from their first period to their last hot flash. • Built the brand architecture and cemented the brand’s positioning in the marketplace. • Led the evolution of the organization and team to enable the expansion beyond a profitable DTC model into a full omnichannel business with market share leadership. • Direct oversight and responsibility for paid, owned, and earned media, creative, product marketing, product development, R&D, consumer insights and analytics, contract manufacturer sourcing, quality systems, and legal (FDA, FTC, trademark, IP, contracts, corporate matters, and insurance). • Inventor on a patent with both utility and design aspects: 62/755,058 filed on November 2, 2018.

Restructured and stabilized the Operations team. Trained and mentored the existing Director into a position of leadership, promoting her into a VP role with a completely new team of four full-time employees.

Initiated early discussions with Walmart and Target, leading top-to-top meetings to secure a one-year exclusive launch for LOLA with Walmart in April 2020. This historic deal comprised 14 SKUs in over 3,600 doors with in-line fixturing and a 6mo end-cap – the largest launch into retail of any DTC brand to date. Once secured, I hired and onboarded a VP of Sales to run a new vertical in LOLA’s organization.

• Actively managed all parts of brand development, product innovation, consumer insights, and product development, leading to the $1B acquisition by Unilever. • Brand Development: Created decision framework utilizing proprietary insights methodology to inform sub- branding and parent brand consolidation. • Innovation & Insights: Established an innovation and strategic roadmap process for product launches with an insights-first model, utilizing a statistically significant DTC consumer base as a free learning lab. • Product & GTM: Responsible for concept development through product launch with supporting IMC. Created a proprietary methodology that mimics Nielsen Bases I and II at a fraction of the cost, in half the time.

• Mined insights and identified opportunity spaces for the development of breakthrough and incremental innovations for Irish Spring® (bar soap, body wash, and other grooming products) to create a comprehensive 5yr pipeline. • Managed bundle development, consumer validation, integrated marketing planning, and three go-to-market teams totaling 140+ cross-functional and agency partners to ensure the flawless execution of Q1 ‘15 new items.

• Created and managed a global cross-functional task force of 60+ employees and agency partners, including Finance, Supply Chain, R&D, Insights & Analytics, Procurement, Design, Consumer Affairs, Sales, and Legal to re-launch Optic White® toothpaste. Re-launch to date has driven significant incremental share points. • Managed bundle development, go-to-market, and media plans for Optic White® regimen Q1 ‘14 new items, which have grown share and category dollars. • Managed day to day business, P&L, and budgeting for Colgate® Optic White® toothpaste, exceeding 2013 net sales goal and achieving margin and share goals. Awards: - STEP Award, US Marketing Organization, 2013

• 7 month brand rotation within the US Company on Manual Toothbrushes. Key accomplishments include: - Achieved manual toothbrush share leadership in the US for the first time in Colgate history. - Identified One Direction prior to their US debut, negotiated licensing terms, and launched a full oral care line for tweens under the Colgate® Max Fresh 1D franchise, exceeding all KPI goals. - Managed US commercial business and P&L for kids, value and mid-tier manual toothbrush franchises. • 3 month sales rotation with C-P’s Walmart sales team in Bentonville, AR. Key accomplishments include: - Managed retail team to ensure flawless execution of in-store displays and everyday item availability. - Conducted category SKU analysis to support plan-o-gram recommendations, which were accepted. • 3 month strategy rotation with C-P’s Global Home Care team. Key accomplishments include: - Developed global fragrance strategy currently being implemented by C-P teams internationally. Awards: - STEP Award, US Marketing Organization, 2012 - Personal Leadership Award, North America, 2012

• Developed go-to-market plans for Q1 2011 new items, segment market analysis, and 3yr innovation pipeline.

• Engaged by wide variety of clients to manage crisis through media relations. Cases ranged in industry and topic, including supply chain contamination, NGO attacks, M&A, bankruptcy, political campaigns, and disaster relief. • Created media positioning strategies to proactively reposition or enhance reputation through media relations. • Developed strong relationships with traditional and “new” media, securing and shaping coverage.