Judy Samuel

Specializing in leading Fortune 500 clients (Walgreens, 3M, Nike, Johnson & Johnson, Comcast, to name a few) through major transformations: growth/go-to-market strategy, commercial operations, cost effectiveness, mergers & acquisitions. Recipient of prestigious EY-Parthenon Vice Chair Award through team nominations two years in a row. Promoted from Director, to Senior Director. Sample engagements: • Orchestrated preparation for a newly instated CEO and CFO of a Fortune 500 public healthcare company, during spinoff from conglomerate parent company client. Led coordination across multi-functional firm leaders to deliver with immediate team, a coordinated account strategy, analysis and phased implementation plans across organic and inorganic growth opportunities, capital allocation, working capital, supply chain, finance, enabling a $200M+ 3-year revenue pipeline • Crafted and launched go-to-market positioning and consumer campaign for a new business in a competitive emerging segment at a major telecommunications company via various channels, including digital, direct mail, email and PR. Established strategic brand communication elements by selecting and leading creative agency, based on consumer research and product differentiation strategy, in continued close collaboration with executive client sponsors and key functional partners, including finance, customer service, operations, legal, in addition to third party joint venture partner • Led the marketing and merchandising workstreams for an end-to-end process transformation for a leading retailer to identify, evaluate and recommend a phased roadmap for high value opportunities delivering revenue growth (~$1-$1.5B annual) and cost savings (up to $12M annual) • Developed strategic technology roadmap for leading industrials client in close collaboration with executive client sponsors across functions and firm technology leaders to define and sequence ~$25 - $40M strategy and technology initiatives to support growth

Established and led marketing function of condiments portfolio, delivering significant increase in sales. • Launched national Bertolli campaign to assert market leadership and increase usage frequency, by using consumer research to identify education opportunities. Increased sales during campaign by 20% over the previous year (vs. category growth of 5%) by leveraging retail, digital and TV media. • Successfully led North American (3 country) marketing teams and general managers as well as research agency in high profile strategic consumer research project and long term portfolio planning process to maximize company growth. Gained buy-in for final recommendations from North American CEO and global marketing teams in Italy. • Selected new key agency partner by leading competitive pitch process and gaining management alignment. • Promoted from Marketing Manager to Director in March 2013.

Managed portfolio strategy and execution, including product innovation, as well as direct supervision of Assistant BM. • Achieved +12% dollar consumption 2009 vs. 2008 on Aquafresh toothpaste, following consecutive years of slower growth vs. category (below 5%), by partnering with key account leads to maximize retail visibility. • Revamped, achieved management buy-in, and executed new communications platform and strategy for Aquafresh portfolio. Led agency teams through ethnography research and segmentation study to redefine target consumer. • Led step-changing product launches for the Aquafresh brand February and July 2010, with complete support campaign including TV advertising (following Millward Brown testing), digital platform, experiential and shopper marketing, as well as mom blogger outreach. Delivered +15% growth.

Managed high growth brand in company portfolio, significantly increasing market share and sales. • Achieved +39% on 2009 ProNamel sales target vs. 2008 by leading cross-functional teams to expedite 2 key company launches in 2009, reinforcing ProNamel as the leader in enamel protection segment. • Launched new product, ProNamel Gentle Whitening, which won the 2009 Best New Consumer Products Award. Achieved +25% brand consumption growth vs. last year. Grew brand from 3% - 5% dollar share of market. • Earned 2 Canadian Public Relations Society awards and an international GlaxoSmithKline award for 2009 leadership of highly successful ProNamel project. • Promoted from Assistant Brand Manager, Sensodyne to Brand Manager, Sensodyne ProNamel in 2008.

Placement on the graduate Dean's List, USC Marshall School of Business