Etienne Houseknecht

• Provided insight, support and training in order to elevate the customer experience for the outdoors. This included: Sales & Service training, Membership Conversion and Hydration Insights • 2023 Anderson Award Recipient

Served as the VP of Marketing leading the development and repositioning of C4 Energy, one of the preeminent sports nutrition energy drinks in the world by launching its first ever 360 global campaign across Digital (Amazon), DTC, Experiential, Social, Traditional Media, Trade and PR. Tasked with the development of short term and long term omni-channel strategies for C4, initiated new GTM process for innovation (C4 Energy, C4 Natural Zero, XTEND, and Cellucor), scaled national marketing initiatives, and developed a passionate marketing group that worked seamlessly with all cross-functional teams and outside agencies. Orchestrated and led Multicultural marketing initiatives across C4, Xtend and Cellucor brands leveraging our diverse influencer base to help elevate and strengthen partnerships with the Austin FC (MLS) and the National Urban League. In late 2022, Keurig Dr Pepper took an ownership stake of 30% in Nutrabolt. Key Expertise: Brand turnaround, Digital Marketing, Influencer Marketing, Paid Acquisition Strategy, Social Media Marketing, Brand Strategy and Management, E-Commerce, Digital / Social Media, Omni-channel and Influencer Marketing, Consumer insights and Market Research, NPD Go-to-Market Strategy and Commercialization, Brand Architecture & Positioning, Digital Content Marketing, Global and Multicultural Marketing.

Shortly after Dacor's acquisition by Samsung in 2016, I led all Marketing efforts in the following areas: Branding, Creative Strategy, Media, Social (Paid & Earned), Website Relaunch, SEO/SEM, Strategic Partnerships, Product Integration (ABC, Netflix, HGTV, and Showtime), Public Relations, Talent Negotiations, Experiential (Pop Up and Showrooms), and Trade Shows for Samsung’s Luxury Division. I built an internal marketing team and collaborated with several top agencies and media partners in Chicago, Los Angeles and New York to re-position Dacor as the top contender in the luxury appliance market. • Responsible for a team of 12 geographically dispersed marketers and seven agencies. • Launched over 10 new products with successful cross channel marketing campaigns with above benchmark conversion rates on Facebook, Instagram, YouTube, programmatic and other digital channels via media and creative optimization. • Since 2017, launched 10 new products with successful cross-channel marketing campaigns with above benchmark conversion rates on Facebook, Instagram, Pinterest, YouTube, and Programmatic. • Launched a comprehensive re-branding campaign four months after joining Dacor which included its first national TV spot - “The Remodel”. • Improved D2C conversion rate by implementing SEO, SEM and leveraging internal KPI dashboards to optimize conversion. • Leveraged collaboration with top influencers in multiple disciplines to help elevate awareness for Dacor’s Luxury line of products. -Ron Radziner (Architect) -Darren Brown (Interior Design) -Amy Kehoe (Interior Design) -Rachel Zoe (Fashion Designer and Celebrity Stylist) -Michelin Star Chef Daniel Boulud -Chef Fabio Vivani • Collaborated and partnered with premier publications such as Architectural Digest, Dwell, Elle Décor, House Beautiful, and the NYT to amplify Dacor’s presence among architects, interior designers and consumers.

Full Time Role Responsibilities included the entire marketing for GT’s portfolio of products including bottle, keg, and innovation across all channels of business in the US and Canada. Spearheaded the deployment of digital, social, public relations, sampling, event activations, broker/distributor/retail marketing communications & field marketing.

Full Time Role Responsible for creating and accelerating the growth of Not Your Father’s Root Beer, a new alcoholic root beer segment that disrupted the craft beer category. Evolved the brand from a product focus to a lifestyle brand within nine months of startup helping drive acceptance among millennials and achieving record profitability for Small Town Brewery in the US and Canada. Key successes included: • Led the selection of a marketing team that included digital, social, sampling, experiential, public relations and field marketing. • Developed the Brand Strategy, Positioning, ATL and BTL execution for NYFRB National promotions across all retail segments including: Grocery, Mass, and C&G. • Secured NYFRB 6pk bottles as the #1 SKU for a record five months besting Blue Moon. • Exceeded 2015 case goals by 20% delivering +$50M in profitability and increasing Pabst total share by 1%. • Sponsored “The Race of Gentlemen” which allowed NYFRB to secure +30% incremental in-store presence across all measured channels. • Worked closely with internal creative teams to develop a full suite of packaging for NYF Root Beer, Ginger Ale, Apple Pie and a limited-edition/reserve only 10% ABV NYFRB. • Spearheaded the development of Small Town’s first e-commerce and website.

Responsible for 44 countries overseeing over 5M cases and +$10M in TTL support. Developed overall marketing/sales strategies and tactics to support brand and lifestyle initiatives throughout the Americas and Caribbean. • Led and directed all marketing platforms for Monster Energy business for 15 brands in 44 countries in Latin America. • Outpaced 2014 profit and case goals by +20% in Latin American and Caribbean markets. • Created integrated marketing strategies that elevated Monster’s roster of athletes in sports such as: BAJA series, Dakar & NASCAR -Mexico, MotoGP, Downhill Mountain Bike -Mexico, Motocross -Chile, Mexico and Panama, and Formula 1 -Brasil & Mexico. Collaborated with Sports, Music and Gaming teams to help support Monster’s Global business strategies. • Led, managed and oversaw a 50 person marketing team to drive brand awareness, grow retail sales, market share and passion for the Monster brand. • Managed team’s marketing efforts to support new country launches in Argentina, Brasil, Chile, Ecuador, Panama, and Peru. Beat Red Bull as the #1 Energy drink in Mexico in value, volume and share. • Worked across multiple functions of organization to identify key distributors, R&D needs, develop product pipeline and build effective marketing platforms to ensure successful route-to-market for new product launches.

Brand House is a marketing consulting firm created to be an indispensable partner to companies looking to build their brands via a disciplined, tactic agnostic approach while navigating through the fast evolving multicultural maze. Clients included Herff Jones and several other SMB's.

Oversaw the marketing and commercial activity for Malibu, Kahlúa, and Tia Maria across all of the Americas. Primary focus remained on rebuilding and relaunching Kahlúa in the US through focused TTL efforts and premiumising Kahlúa in both on & off trade in both Canada and Mexico. Led strategic development and short/long-term business plans to stimulate growth and market leadership across Americas. Responsibilities included: • 3-5 year strategic plan development for the Americas • ATL & BTL brand & creative strategic development • Monthly business reviews to C-level suite • Full P&L management and reporting • Brand standard usage and guidance communication • On & off premise drink strategy • Market pricing optimization • Digital strategy development

Managed entire network of C&G and Super Regional Grocery customers focused on Pepsi's flagship and partnership brands such as Starbucks, Lipton, Pepsi, Diet Pepsi, Aquafina, SOBE, and Mountain Dew. -Responsibilities included creation and development of short-term and long-term strategic plans, delivery of turn-key tools to support national initiatives, roll out of product innovation, measurement and analytics pertaining to customized marketing programs, customer development modeling, dissemination of national program initiatives to Field Marketing network, and consumer insight modeling leveraging internal and external resources such as IRI, Nielsen, and STAR.

Led the optimization of the Diets portfolio that catapulted Diet Pepsi as the flagship brand for PepsiCo successfully helping Diet Pepsi become the lead product among all focus ACV customers and national initiatives. • Responsibilities included developing 3-5 year business plans for entire Diets portfolio, driving and ensuring uniformity in brand standards, management of annual marketing plan and budgets, overseeing segmentation studies, leading product and packaging innovation, managing and directing TTL creative with key advertising agencies, negotiating partnerships with sports properties, and working with various stakeholders in R&D, Consumer Insights, Innovation, Distribution (Pepsi-Cola Bottling Network), Field Marketing, Shopper Marketing, Legal, Procurement, Operations, Consumer Affairs, Sales, and all agency partners. • Launched national Smart Spot program leading with Diet Pepsi and served as PepsiCo's spokesperson for all marketing activity in both both General and Hispanic markets.

• Co-founded the multicultural marketing department helping invigorate the marketing and sales for key PepsiCo products such as Pepsi, Sierra Mist, Mountain Dew Code Red, and Doritos across both traditional and non-traditional channels of business. Strengthened brand positioning for flagship brands among Hispanic and African-American consumers delivering a 3X return on investment. • Responsibilities included developing 3-5 year brand strategy and promotional plans for all African-American, Asian, and Hispanic markets, management of $30M in ATL and BTL promotional activities, development of all promotional ATL and BTL materials for Field Marketing including TV, Radio, Print, OOH, Interactive, Online, Mobile and disruptive grassroots initiatives. • Managed all ATL and BTL promotional and tour activation for talent including Ricky Martin, Shakira, Wyclef Jean, Sisqo, and Ludacris. • Developed and taught the first Multicultural Promotions course as part of Pepsi's "Marketing for Excellence" curriculum aimed at empowering marketing professionals from Pepsi HQ/Field, Frito-Lay, and Quaker with the knowledge of how to best market our portfolio of products to the growing multicultural market.