Stacey Ramstedt

General Management and Senior Leader

• Led marketing effort to significantly contribute to company sales growth of $60 to $270 million over 5 years.
• P&L responsibility for 2 key brands (200 skus) and delivered $120 million in current year, growing sales 20% and delivering healthy 43% margin.
• Built marketing department of 15, bringing brand management discipline to company and integrating processes with cross-functional departments.
• Partnered with sales to shape sell-in strategies, portfolio and merchandising optimization, and promotion plans for key US and UK retailers, international distributors, growing the business in double-digits year-on-year.
• Collaborated with product development to streamline stagegate process and build innovation funnel, launching 30-40 new products annually and expanding into 3 new categories. Produced 20% of sales from innovation.

Brand Strategy and Marketing

• Founded EcoTools® and Body Benefits® brand positioning and brand DNA. Developed 3-5 year brand plans and personification of target consumer. Achieved #1 and 3 brand positions in the US and #2 in the UK.
• Masterfully crafted marketing plans with small budgets, delivering #1 brand loyalty and #2 brand awareness.
• PR efforts drove 1 billion impressions (an equivalent of $4.5 million in advertising at a fraction of the cost).
• Established women’s empowerment campaign, #MyTrueBeauty, and partnership with Glamour’s The Girl Project. Plan to deliver 200,000 samples, secure 185 million impressions and activation with 10 retailers.
• Managed brand partnerships with celebrities: Vanessa Hudgens, Sophia Bush and Alicia Silverstone.
• Led major brand redesign for EcoTools® 10-year anniversary, resulting in +26% sales lift in current year.

Digital Marketing and Ecommerce

• Founded standalone website and ecommerce strategy to capture 74 million avg monthly visitors and increase conversion rate and online sales. Launched 24 ‘how-to’ videos on website in current year.
• Launched comprehensive digital marketing plan (SEO/SEM, advertising, influencers, e-newsletter, Pixability, Bazaarvoice, Influenster sampling, and coupons) to garner 128 million impressions in 2016.
• Established brand voice and ongoing content strategy, growing communities on Facebook, Instagram, Twitter, Snapchat and YouTube to over a half million followers and engagement of 4 million (+385%). Grew Instagram community +45% in 2016. Launched inaugural Facebook live event with 16K views.
• Created brand partnerships with top YouTube influencers - Naomi Smart and Alex Garza.

Consumer Research and Insights

• Led market research that helped to define company portfolio strategy and plan to capture penetration opportunity of $1 billion.
• Conducted various consumer research studies to unearth uncommon consumer insights (market segmentation, attitudes & usage, shopper insights, and product concept tests).

• Led activation of marketing plan for Senseo® brand to drive volume growth of +30%, including online and print advertising, viral campaign, public relations, and promotions. Directed FY09 strategic planning.

• Spearheaded all aspects of new product launch, Kleenex® Moist Cloth, anticipating category growth of +24%. Developed marketing plan and communications strategy, worked with in-house team to finalize product design, balanced tradeoffs to meet launch date, and trained sales.
• Managed Kleenex Splash ‘n Go® to drive volume growth of +23%. Developed and implemented marketing plan, communications strategy, annual budget, and executed seasonal programs.
• Managed Kleenex® and Scott® napkin businesses, to significantly improve operating profit by $10 million over 3 years with outsourced solution.
• Assisted in the development and implementation of customer marketing strategies, plans, and budgets.

• Provided marketing leadership for Kleenex® facial tissue “upcount” project estimated to drive incremental volume growth of +3-6%. Led consumer research and developed insights to formulate recommendation.
• Developed Kleenex® packaging and merchandising plans, implemented programs, and met all ship dates.

NORTHWESTERN UNIVERSITY Chicago, IL

Kellogg Graduate School of Management

Master of Business Administration, Marketing and Management Strategy, May 2002

WESTERN MICHIGAN UNIVERSITY Kalamazoo, MI

Bachelor of Business Administration, Accounting, June 1994

• Graduated Magna Cum Laude