Kathryn Poster

• Lead on 360 Eye launch, Dyson’s first ever robotic vacuum, in the US market. Launch success led to increasing the forecast by 33% and achieving 3% unit share in first month of launch. Planned 2017 strategic expansion including 200% growth. • Planned the 2016 US cordless vacuum range, launch plan, strategy, and media plans for the growth category of the global business driving brand recognition from a vacuum company to a technology and innovation company. • Drove category growth by 58% with increased SKUs on shelf, store distribution, while increasing awareness via targeted media to drive conversion in-store and online. • Manage team focusing on handheld business, exclusive models, and digital campaign to engage and educate shoppers

• Led launch of five new products and a full cordless vacuum category line reset nationwide resulting in over 40% growth of the category in the US and introduction of new technologies to the market. • Marketing lead for core business including launching latest innovations and long-term strategic planning. Work with international markets to customize brand equity and execute in competitive US market. • Created three-year consumer and commercial strategy for Board of Directors including incremental growth goals, communications, competitor analyses, and consumer insights. • Grew US household penetration by 2% led by awareness building tactics including TV and experiential campaigns. • Aligned cross-functional groups for category focused on sales, channels, graphics, digital marketing, media, PR, and demand planning including supervising national experiential campaign.

• Created universal data reporting template for MLS Sr. VP of Consumer Products & Licensing and 19 club Chief Business Officers to improve data sharing, collective best practices, and recommend most profitable SKUs for revenue growth across all of the clubs. • Analyzed weekly net merchandise per caps of 19 clubs and developed analytical comparisons to better target consumers, alter promotional timing throughout season to maximize sales, and bolster fan engagement for MLS VP of Club Development and MLS Sr. VP of Consumer Products & Licensing. • Managed club and venue relationships for World Football Challenge involving 7 international clubs and 9 national venues in creating and overseeing licensing agreements, venue contracts, and branding of merchandise concession areas for sponsor Adidas which resulted in over 50,000 impressions.