Nadine Katkhouda

ICA provides coaching, connections, and capital to grow Bay Area businesses and close the gender and racial wealth gap.

Helping visionary entrepreneurs, startups and nonprofits connect more deeply with their audiences to maximize their social impact. Specializing in: *Brand Strategy *Product Innovation *Breakthru Storytelling & Integrated Campaigns *BIC measurement practices *Strategic partnerships

Led Strategy & Innovation for $600MM Fresh Step Brand + Cat Health & Wellness New Ventures Incubator, driving growth thru new profit models, channel expansion, and end-to-end DTC experiences. • Designed new Brand Architecture to streamline a large, complex portfolio into distinct, intuitive platforms, enhancing consumer experience and manufacturing efficiencies. • Revamped Brand positioning with fresh insights, a stickier target, and a clear point of difference, by using deep consumer social listening and a strategic framework to guide team discussions and garner buy-in. -- • Launched cat wellness eCommerce platform in record time, with unique IP and personalization capabilities, using iterative demand testing. Exceeded customer acquisition costs and 1st party data collection benchmarks. • Created 5 new-to-market cat wellness supplements within 3 months using a startup Minimum Viable Product development approach, agile market assessment and consumer testing via social ads.

Led communications strategy (Social/digital, TV, PR, influencer), go-to-market plans, pricing and S&OP forecasting for $800MM brand. • Drove highest quarters of share growth by shifting to multicultural millennial target. Identified new consumption occasion, led new GenZ research, brand strategy and comms to lead massive brand equity transformation. • Achieved record household penetration against multicultural target (+3pts) and surpassed industry benchmarks (40% more efficient CPM) by co-creating fully integrated digital campaign with GenZ creators to drive authenticity.

Focused on Transformational Growth for Clorox cleaning products including eComm and Natural Space

Led a talented team of 6 to deliver marketing campaigns and annual operating plan for $2BN+ beverage portfolio, driving strategic priorities and activation for PepsiCo brands (Pepsi, Gatorade, LIFEWTR, bubly, Aquafina, Starbucks RTD, Mountain Dew and Pure Leaf/Tea House Collection)

Entrusted to launch 2 new-to-world, digital-first brands for PepsiCo: LIFEWTR and Bubly sparkling water. • Built 360 brand identity, digital strategy and ecosystem (.com, SEO, advertising, influencer), establishing best-in-class operations and measurement to deliver powerful and efficient creative, including 95% Meta reach. • Led #ArtbyAWoman award-winning LIFEWTR campaign, resulting in 4MM YouTube views with 40% completion rates (50% above benchmarks). - 2018 Shorty Award for LIFEWTR Best UGC for #ArtByAWoman campaign - 2018 Effie Award for LIFEWTR #MoreInspired launch campaign - 2018 Webby Award for LIFEWTR Brand Strategy for #ArtByAWoman campaign - 2017 Epica Award for LIFEWTR #ArtByAWoman; best online campaign

Led near-and-long term beverage strategy and innovation, from concept to launch, on $8B US Mtn DEW brand. • Exceeded plan by delivering +19% volume growth, including top-grossing SKU featured in famed 2016 Super Bowl ad “Puppy Monkey Baby”. Led 30+ cross-functional team to launch 14 new SKUs worth $200MM Net Rev. •Developed a robust 3-year, multi-platform pipeline integrating new design thinking, behavioral insights, and cultural trends. Presented to PepsiCo CEO Indra Nooyi.

Led brand strategy, partnership campaigns and innovation for Away-from-Home division, including 140 licensed stores in College, Airport, Sports, Office, and Hospitality channels. • Secured top-grossing strategic accounts; Google HQ, Magnolia Bakery and Yosemite National Park. Created proposals, pitched to executives, negotiated contracts and generated $1.4MM annual revenue.

• Managed $8MM multichannel marketing program, including direct mail (strategy, copy, packaging tests and customer LTV analysis), advertising, store and e-commerce sales. • Identified new growth segment: museum filmgoers. Conceptualized and produced first-ever commercial to target film fans. Launched under budget on movie screens at MoMA and Angelika Film Center to 1MM viewers annually, which led to increased membership conversions.

• Convinced leadership to engage in social media with detailed strategic plan. Invited to join senior-level digital task force. • Launched email marketing program as a green alternative to direct mail. Increased customer retention, reduced annual processing costs by $150K, and enhanced brand image. • Secured $10K monthly Google AdWords Grant to launch SEM, driving 50% of MoMA web traffic to membership site.

• Led $8MM multichannel marketing program, including digital marketing, store promotions, and print advertising. Generated over $250K in additional sales vs. prior year. • Achieved record-breaking renewal of 700 memberships in 1 quarter by implementing promotional telemarketing campaigns.

Selected from over 600 applicants for prestigious internship to assist Museum Director and build key stakeholder relationships (eg artists, trustees, donors, and gallery owners). Special projects included provenance art research.

Intern at social marketing agency with a focus on behavioral change to support city & government-wide initatives (e.g.pollution control, traffic alleviation, clean water initiatives)

+ Winner, 2010 Knapp Venture Competition for "LA Burger" - California burger concept for the French market + Anderson Fellowship Recipient, Dean's List + Riordan Scholars Mentor, Net Impact Board Fellow (business advisor to non-profits) + President, Anderson Eats; the school's foodie club

+ College Honors program + Internships at ACLU, Amnesty International and Los Angeles County Museum of Art + Phi Beta Kappa society + Study Abroad in Granada, Spain