Jennifer Antczak（尚德欣）

Lead €1.65 billion global brand transformation agenda, drive marketing excellence, and deliver P&L

Led the development of a compelling vision, value proposition and accelerated growth agenda in DTC and eComm

Led Lipton RTD growth agenda globally, responsible for global portfolio strategy and innovation platforms in order to strengthen its No. 1 position in the world. • Led the team to turn the growth vision into tangible consumer-centric innovation platforms and projects by future-proofing demand spaces, formulating strategic frameworks, and co-creating with key markets. The work resulted in global big bets with estimated retail sales of $500 million. • Established the vision and growth strategies of China. Negotiated and worked with senior executives at Tingyi-Asahi as the franchise bottler to drive a common vision and plan for Lipton’s re-launch in China. • Led Lipton RTD 2014 re-launch in the U.S. and turned around sales from -11% to +6% growth.

Led brand development for a portfolio of iced tea brands from premium, mainstream, to value – Pure Leaf, Lipton, Brisk, and Tazo. Responsible for portfolio strategy, brand vision and equity, innovation and communication development. Served as “Second in command” at the JV as the top senior leader from Unilever to bring best-in-class marketing practices to action and build the marketing team. • Turned around declining brands and business. Grew the RTD tea portfolio from $1.7 billion retail sales to $2.2 billion and achieved 4 consecutive years of growth in revenue and profits. • Created Pure Leaf as a premium brand by repositioning it from Lipton Pure Leaf. The breakthrough mix and re-launch transformed 5 years of double digit decline into 3 consecutive years of +40% sales growth. Brand achieved $1 billion retail sales in less than 5 years. • Awarded a U.S. patent as the inventor of Pure Leaf bottle. The Pure Leaf launch also won PepsiCo Chairman Award, JV CMO Award, and numerous industry awards. • Doubled Brisk business in 2 years to a $1 billion brand in retail sales by sharpening its brand positioning, targeting, innovation, and communication. • Launched Lipton 100% natural Iced Tea by developing and qualifying a wining mix within 6 months. The launch reversed 29% sales decline pre-launch to 2% growth post-launch.

Designed and created a marketing excellence course in Integrated Customer Marketing for Novartis; led training workshops for Ciba Vision and received high satisfaction ratings.

Transitioned the business and team from Unilever to Sun Products Corp., which purchased the Laundry division in North America.

Led the transformation of a $680 million brand by inspiring a diverse team to embody challenger thinking and actions, resulting in top line and bottom line growth. Created a game changing innovation that revolutionized the laundry category and delivered winning results in consumer, customer, and business. • Created and launched all small & mighty, a game changing innovation that achieved 3 market share points and retail sales of $139 million in year 1, improved profit margin from mid 30s to low 50s, and grew total brand sales by 9.8%. • The launch of all small & mighty won Wal-Mart VPI and various Unilever global awards. Subsequently, the small & mighty platform was rolled out globally. • Designed an insight-driven brand architecture and innovation strategy to support the challenger brand vision. Generated a robust innovation funnel with an estimated incremental value of $70MM. • Developed an unconventional approach to significantly raise the brand’s fragrance performance in innovation, which exceeded competitive benchmarks and successfully increased brand equity.

Developed a brand vision for ‘all’ by establishing a new value positioning model, defining target consumers, and creating inspiring brand values and personalities. The new vision was designed to transform ‘all’ to a challenger brand with a distinguished lighthouse identity.

Developed the first global vision for Dove shower. The strategy led to the re-positioning and re-launch of Dove Body Wash in North America, which for the first time obtained Dove’s No. 1 share leadership in the body wash market. • Re-positioned Dove body wash that enabled Dove to capitalize on the growth trend of experiential body washes while maintaining Dove’s skincare equity. The re-launch overtook Olay as the No. 1 body wash, increased Dove’s share from 11.2 to 13.1, and delivered 30% sales growth. • Created a breakthrough range architecture for Dove shower based on consumer need states to identify white space, which led to innovation platforms proven to drive incremental growth globally.

Developed and launched Dove’s premium platform, Dove Nutrium, resulting in top line and bottom line growth. • Launched Dove Nutrium Bar – generated $30 million incremental sales and delivered record high growth for Dove Bar to achieve $428 million business. Won Unilever Innovation Excellence Award. • Re-launched Dove Nutrium body wash with an improved product, higher margin, and a new advertising campaign. The re-launch delivered 63% growth in year 1.

Drove leadership, plan management, and P&L ownership for the Dove brand. Led the Masterbrand team (Skin + Deo) in developing integrated Direct Marketing, Digital, and Consumer Promotion programs.

Created and launched Glade Touch & Fresh that grew the air freshener category by 23% and achieved No. 2 market share within 5 months. Managed P&L for Glade and grew share leadership by 4 share points and exceeded annual sales target by 12%.