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Lydia Pearl
Product & Brand Marketing
Manager
Product Development ~ New Product Introduction ~
Market & Sales Growth
Accomplished marketing leader with extensive experience
driving product portfolio growth. Ability to direct teams and to guide multiple program initiatives in fast-paced
environments. Proven history of transforming
existing brand performance, revitalizing sales and market share. Successfully led development and launch of
new product lines and existing product line extensions that consistently surpassed
expectations. Instituted creative
promotional campaigns, including sweepstakes, traditional and online
competitions, and in-store testing initiatives to galvanize product results.
Areas of Expertise
w Marketing Strategies
|
w Product Management
|
w Brand Management
|
w Strategic Planning
|
w Promotions
|
w Team Leadership
|
w Project Management
|
w Pricing Strategy
|
w Training & Development
|
w Collateral Materials
|
w Presentations
|
w Communications
|
Professional Experience
COLART AMERICAS, INC., Piscataway, NJ ■ 1990 – 2011
Leading global fine art
materials manufacturing company’s North American subsidiary.
Senior Manager,
Product Marketing & Technical Services, 2006-2011
Senior Product
Manager,
1996-2006
Product Manager, 1990-1996
Hired as Product Manager for flagship
Artists’ Water Colour and emerging acrylic brands within the Winsor &
Newton product portfolio. Promoted to Senior Product Manager to lead portfolio
management and development for Winsor & Newton and Derwent brands after
managing successful introduction of the Color & Co children’s brand.
Crafted and executed innovative marketing, branding, and advertising
strategies. Coordinated creative design activities with multiple agencies.
Defined product and program marketing budgets. Negotiated rates and service
agreements. Oversaw product and marketing program administration.
Advanced to Senior Manager role with added
accountability for enterprise technical services, encompassing quality control,
consumer support, and product issue resolution across all brands. Established
and cultivated relationships with legislative, regulatory, and industry
partners. Represented ColArt at local regulatory (ACMI) and standards (ASTM)
meetings. Ensured regulatory compliance in conjunction with Legal Department. Managed
ColArt’s College & Retail Educational Program. Led team of 18 combined
resources.
Selected Accomplishments
·
Fueled
strong portfolio growth for Winsor & Newton ($39M) and Derwent ($4M) brands.
·
Surpassed
new product development, market, and sales growth objectives with proactive
launch and release of 30 new products and product line extensions to meet
emerging market demand.
·
Orchestrated
2 high-profile product introductions for North America that exceeded net sales
forecasts by 300%.
·
Interfaced
with internal and vendor teams to define product specifications, prepare
technical documentation, establish pricing structure, and develop creative
merchandising strategies.
·
Produced
9 commended educational consumer videos, guiding decisions for planning,
production, and post production.
·
Captured
2-year, 52% sales increase to transform performance of Derwent pencil brand by
directing SWOT analysis to devise product development, packaging, pricing,
promotions, and merchandising optimization strategy.
·
Oversaw
implementation of cutting-edge consumer promotional campaigns such as
sweepstakes, national art competitions, global Web-based video competition, and
in-store product testing programs.
·
Coordinated
North American team contributions at 15 international strategic Brand
Conferences.
·
Selected
for special 6-month assignment in the UK as global Brand Manager for Winsor
& Newton, managing annual Brand Conference and international market input,
R&D project review, global plan and budget development, and delivering formal
Executive Board presentation.
·
Hand-picked
by major retailers to conduct 25+ comprehensive product training workshops.
·
Spearheaded
development of white papers, impact analyses, and product legal documentation
for consumer safety (CPSIA), regulatory affairs, hazardous material labeling
(LHAMA, FHSA and Canadian HPA), and product packaging and labeling (Fair
Packaging and Labeling Act and Canadian CPLA).
·
Served
on senior management team working with legal counsel to resolve product
liability cases and California Prop 65 litigation claims.
·
Facilitated
Our World in the Year 2000
international art competition’s North American portion, engaging with key
United Nations, the UK Mission to the UN, and UNICEF stakeholders to guide New
York City opening and UN exhibition events.
·
Researched
and authored 17 articles published in Painting
Matters from 2009 to 2011.
·
Developed
Winsor & Newton global “Brand Guard” strategy to identify and address copyright
and trademark infringements, and import violations of ColArt’s most important
brand.
Additional Employment
Marketing Manager – MORTENSON
& ASSOCIATES, Cranford,
NJ
Oversaw design, development, and
execution of marketing campaigns to promote accounting firm with 100+ CPAs.
Advertising
Assistant – POLLACK & POLLACK ADVERTISING, Metuchen, NJ
Collaborated with account managers to identify advertising needs,
perform in-depth research, and to develop innovative copy for print and
broadcast marketing programs.
Education
Mini-MBA: Digital
Marketing
Rutgers Center for Management Development,
New Brunswick, NJ
Expected March 2012
Bachelor of Science
(BS) in Education
Indiana University of Pennsylvania (IUP), Indiana,
PA
Affiliations and Technical
Skills
The Art & Creative Materials
Institute (ACMI) – Past Board Member
Literacy Volunteers of Somerset County, NJ – Former Tutor & Tutor Trainer
Literacy Volunteers of Somerset County, NJ – Former Tutor & Tutor Trainer
IBM Cognos Business Intelligence
(BI) ~ MFG/Pro ERP ~ Microsoft Office Suite
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