CAMPAIGN: Gives You More was developed to answer the question of why our customers should choose our products. This advertisement was designed to promote key products in the North American category of HER Formulas.
Senior Marketing Manager
Pjur Group | Jan 2001 – Aug 2019 |
Luxembourg & Miami (Contract Remote)
Industries: Health & Wellness • Personal Care CPG • Sexual Wellness • Events & Retail
Established the marketing & graphics function for a fast-moving CPG brand; meticulously crafted the annual plan, strategically managed a ~$100K budget, and equipped Sales with end-to-end assets, such as catalogs, price sheets, in-store shopper materials, and digital content, supporting B2B and retail channels.
Impact & Key Results
Drove $2.5M in face-to-face sales and $250K in online revenue by redesigning shopper collateral and web assets that improved conversion and retailer readiness. (Sales enablement • Shopper marketing)
Expanded presence from B2B trade shows to B2C events; executed 6+ shows/year on lean budgets—owned booth design, space negotiation, talent staffing, and pre/post-show campaigns to increase qualified leads and retail sell-in. (Event marketing • Retail activation)
Amplified brand reach via PR/social, increasing exposure by +300% and offsetting ~$300K in paid media; secured top-tier earned placements and product reviews, improving ROI and share of voice. (PR/social amplification • Budget stewardship)
Developed and implemented an integrated content strategy (email, social, landing pages) and message maps for launches, promotions, and retail moments, resulting in increased engagement (CTR) and reduced CAC across key campaigns. (Omnichannel marketing • Go-to-market)
Standardized workflows with SOPs and asset governance, reducing rework and accelerating speed-to-market for seasonal and promo calendars. (Process optimization • Brand governance)
Keywords: CPG activation • Event marketing • Shopper collateral • Sales enablement • PR/social amplification • Budget stewardship • Go-to-market • Omnichannel campaigns • Brand governance • Retail marketing
BRANDING HIERARCHY: Top logo defines the corporate brand with tagline and URL. Above, logos present branding B2C within the guidelines of the current campaign.
COLLATERAL: Far left is the cover of the product catalog for B2B Customers. This book includes products, product information, banners, posters, web art, and other branded collateral.
PoS Support includes:
counter/shelf displays
employee guides
B2C brochures
product samples
branded shopping bags
PEER RECOGNITION: Nominated for industry award Marketing Executive of the Year, 2018
DOWNLOAD: Pjur Corporate Catalog
ADVERTISING: The “gives you more” campaign involves juxtaposing a highly emotive image with a key-product and an emotive headline that answers the tag.
SALES AND EVENT MANAGEMENT: Developed in-store training to support B2C sales. Organize, design, and manage B2B and B2C trade show events.
PR AND SOCIAL MEDIA: Work with news media services to establish Pjur as an expert. 72 Point garnered 54 pieces of coverage and 3.17 million coverage views. Develop relationships with social media influencers. Inclusion in Amber Rose’s Slutbox exposed our product to 16 million customers. Sponsor market specific events to allow us to present our brand and boost social participation. Bearfoot Cruises garnered 15k viewers with social “make a face” contest.
“I want to say “THANK YOU!” It is a great pleasure working with you! You are a great person with a fantastic personality!!!”