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Assistant Brand Manager

Administration & Clerical

Currently in the coffee business as an assistant brand manager. I manage 4 coffee brands and have proficiency with packaging development, go-to market plans and sales support, P&L management, new product development, event and guerilla marketing, budget management, sponsorship and partnership opportunities, and in-market brand activation. Before brand management I spent 4 years in the digital marketing realm which incorporated email marketing, promotions, a loyalty rewards program, and CRM.  I have a proven track record of leading and managing cross-functional teams to take products and programs from inception to launch. 

When I'm not working I'm all about traveling and activities. I love all things sports and I'm down for trying any new outdoor (or indoor) activity. I love new experiences. My latest skill I'm trying to get semi-good at is surfing...it's a work in progress. 

• Developed and launched two cold brew SKUs through product innovation, P&L management, packaging development, blend development, in-market research, and integrated marketing plans - resulting in retailers adding the two SKUs on shelves.
• Boosted in store sales by 20% with guerilla marketing campaigns in the brand’s largest market, which involved sampling events and on site activation.
• Increased company’s overall profitability by revising and reallocating A&P budgets for four brands in 2017.
• Expanded into new markets and consumer segments through local TV partnerships and college sponsorships with in-game brand activation and sampling, gaining over 10MM impressions.
• Championed packaging and brand perception research with millennial focus groups to gain insights and determine brand direction to attract the spending power of millennial consumers.
• Improved SEO of brands and SKUs by updating copy and images on product pages of ecommerce sites.


• Presented growth and cost saving opportunities to increase US sales by conducting an in-depth strategic competitive analysis on 126 vehicles leading management to execute plans across numerous teams.
• Improved knowledge and increased job efficiency across after presenting strategic fuel regulation tool to senior leadership, which was implemented across multiple divisions.
• Improved management forecast accuracy through a detailed cost analysis of key P&L drivers. 


MBA Global Product Planning and Strategy

• Successfully launched and analyzed 30 promotions by managing cross-functional teams, both internal and external, which led to continued client business and expansion of the loyalty program.
• Managed a $3M budget for website and mobile loyalty program for Xbox Live to incentivize returning members, and increase dollar sales on Xbox.com. 
• Doubled membership over 24 months to 6+M users by leading executions including email campaigns, social media campaigns, digital promotions, and brand interactions.
• Increased purchase rates per customer during promotions through collaborating with brand managers to develop strategies, and create and execute digital marketing initiatives for 16 countries in 11 languages.
• Improved click-thru rates for email campaigns by 15% as a result of conducting A/B tests and consumer research, as well as improved CRM strategies through targeted promotions based on consumer segments.

Lead Producer

• Managed 8 digital promotions in tandem, each with budgets ranging up to $500K for the brand. Scope included creating data-driven recap reports and applied learnings for improvement on subsequent programs by leveraging data and consumer research. 
• Directed creative reviews with the client to capture feedback and leverage their strategies, to meet their goals and objectives. Guided the creative team to implement learnings, which improved brand knowledge and development. 
• Led cross-functional teams to deliver digital consumer promotions and website banners to the client on time and under budget resulting in client accolades and examples of best practices.


Associate Producer

• Increased efficiency in localizing site content by developing procedures and building apps, through collaboration with developers, to create an efficient process for expanding loyalty rewards programs.
• Improved UX and brand image consistency across multiple channels by leading internal quality control for e-mail campaigns, promotions, and banner placement on external web pages.


Project Coordinator

Alexa Lindsay is an Assistant Brand Manager at Massimo Zanetti Beverage, USA in Norfolk, VA.

Alexa Lindsay

Alexa Lindsay

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Education history

Kalamazoo College

Michigan State University