Philip G. Smith, MBA

Own go-to-market strategy, product positioning, and lifecycle marketing for Tiger Balm across digital, retail, and partnership channels, driving double-digit gains in awareness, conversion, and share. Lead integrated campaigns and influencer programs with partners including NASCAR, the United Soccer League, WebMD, and Sony Pictures—expanding reach and adoption among Multicultural Millennial consumers. Leverage SPINS & Nielsen IRI analytics to identify whitespace, optimize messaging, and inform innovation strategy across product and channel portfolios.

Owned go-to-market strategy and execution for three major product launches, driving $11M in incremental revenue and +3% YoY share growth among Multicultural Millennial households. Directed cross-functional GTM planning and data-driven marketing initiatives that delivered Glad’s highest Brand Development Index (BDI) in FY23, strengthening brand equity and profitability. Led Glad.com digital transformation and integrated retail media programs, improving engagement, conversion, and brand visibility across digital and in-store touchpoints.

Led global go-to-market campaigns for Far Cry 6 and Assassin’s Creed Valhalla, driving +25 % player engagement and +5 % profit growth through data-informed creative and cross-functional execution. Owned influencer and digital activations, partnering with YouTube creators to launch a seven-day charitable campaign that reached 1.1 M views and exceeded engagement targets by 25 %. Delivered strategic insights and GTM toolkits adopted by studio and retail partners to optimize positioning, creative testing, and launch performance across global markets.

Produce and market experiential events that merge music, media, and brand storytelling, delivering curated audio/visual experiences for private, corporate, and community audiences. Collaborated with brands including Google, Salesforce, Jack & Jill of America, and Kilroy Realty to design branded activations, optimize event production, and advise on social media strategy. Leverage digital content and influencer marketing expertise to amplify reach, drive engagement, and build lasting audience connections across live and online platforms.

Owned global go-to-market strategy, positioning, and lifecycle management for ASTRO Gaming’s headset and accessories portfolio, achieving 15 % YoY revenue growth and expanding market share across North America and EMEA. Partnered cross-functionally with Engineering, Insights, and Regional Marketing to define pricing, roadmap, and launch plans, delivering multiple product releases on time and within budget. Developed forecasting and analytics frameworks to optimize inventory, uncover whitespace, and guide product and promotion strategy across e-commerce and retail channels.

- Managed benchmark metrics and evaluated error rates, call volume, and customer complaints. - Developed and implemented communication processes to increase clientsatisfaction and retention. - Increased territory sales by 25% after redesigning the CRM to better identify opportunities.

- Increased department sales by 120%, exceeded annual team sales goals by 60%, maintained an ESQI customer service rating of 88% or higher, and consistently ranked in the top 10% of all ABMs.