Elisa Chiniara

Office Hours works with entrepreneurs, business owners, and leaders to get clear on their goals, build a path to get there, and make sure all the pieces of the business are working together. The work is collaborative by design: we build the strategy together and execute it. Every engagement is different because every business is different; the through-line is whole-business thinking, clear direction, and forward momentum. 🚪The door is open for Office Hours.

Teach workshops and coach student entrepreneurs to refine their business ideas and help shape into viable business ventures; review and provide feedback to enable students to deliver effective presentations during competitive pitch programs

Coach entrepreneur during intensive 10-week accelerator program as they build their early-stage venture

- Led brand repositioning to disrupt snacking category focused on driving consumer and cultural breakthrough; oversaw tactical execution across brand assets inclusive of social, website, omnichannel/in-store, branded apparel, PR and events - Partnered with Sales on size/price architecture to deliver consumer value across product portfolio while reducing operational complexity, maintaining distribution, and balancing evolving retail & category dynamics - Elevated Marketing function by hiring and managing talent responsible for annual business planning, health of business reporting leveraging scan & panel data, budget management, omnichannel retail media & ecommerce, consumer promotions & shopper marketing, media planning & execution, organic social, PR & influencers, and trade shows

- Led corporate strategy repositioning by creating case for change, coordinating workshops, and leading cross-functional incubation teams; presented strategy to Board of Directors resulting in approval of strategic pivot - Developed and implemented packaging refresh to increase appetite appeal resulting in +10% sales lift; executed RFP for design agency, conducted and analyzed consumer research identifying top concept, led creative development, partnered with packaging vendor to ensure flawless execution and supply chain for flow-through minimizing write-offs - Created and executed the brand’s first paid media test and learn strategy; resulted in identifying new consumer targets, winning creative direction and relevant messaging & claims by audience across marketing funnel

- Created multi-year plan to deliver +10% growth & expand consumer perception beyond shave into personal care - Collaborated with internal and external Creative teams developing a 360 campaign with TVC, PR, influencer, shopper marketing, paid & organic social, direct response omnichannel assets driving new deodorant category at retail & DTC - Led strategic development & execution of company’s first national consumer promotions; established team to vet vendors, execute and analyze tactics, partnering closely with Retail Strategy, Shopper Marketing & Channel Leads

- Launched men’s deodorant portfolio by creating & executing company’s first multi-channel national go-to-market strategy resulting in +$15M Y1; collaborated with Finance, Retail, R&D, Supply Chain, CX and Demand Planning - Oversaw Body line extension development delivering on unmet consumer needs, margin improvement & sustainability - Managed high-potential talent; successfully built case for direct report’s promotion during competitive cycle

- Owned +$250M business end to end, collaborating with cross-functional teams for forecasting and analytics, P&L management, retail strategy, media planning and PR resulting in 4% topline growth - Led cross-functional team on 4 commercial innovations and a category expansion into diapering wipes, delivering early to market and $10M revenue; develop influencer-led launch strategy coordinating PR, social and trade activations - Drove agile ways of working as Baby Squad Agile Coach; maintained backlog and coached 20+ sprints

- Led 5-day cross-functional sprint to reimagine Target’s 10-year-old Build Your Own First Aid Kit program culminating in buyer sell-in & JBP; delivered 20% in-store and 105% e-commerce YOY growth securing future program - Identified declines on NEOSPORIN® and built action plan, resulting in consumption growth; mined consumer insights to create commercial innovation NEOSPORIN® Plus Burn preventing distribution losses and delivering $6M with high category and brand incrementality - Spearheaded portfolio-wide retail strategy to drive superiority and value proposition to defend against private label

- Optimized $50M budget across Wound Care portfolio & collaborated with Finance to develop actualization tool; led business planning and shaped 2018 digital-only strategy, balancing base business and NPI ensuring efficiency - Managed creative agency developing BAND-AID® Stick With It™ TV campaign inclusive of media planning prioritizing efficient flighting with new consumer target ensuring brand safety; established campaign guidelines - Strengthened brand partnership with US Soccer/MLS establishing gold-standard live activation & Disney for Cars 3

Consulted with Undergraduate, Masters and PhD business school students to improve written and verbal communication including resumes, cover letters, interview skills and case competition presentations

• Class Gift Committee • Colby Environmental Studies Advisory Board • Colby Environmental Studies Club Co-President • Colby Outdoor Orientation Trip Leader (COOT) • COOT Committee Member