Anna Yelkina-Damman

Magnetix Showerheads are innovative handheld and combination showerheads with the Magnetix docking system, where magnets allow for easy release and secure, easy docking back into place, even with eyes closed.

I recognized the opportunity to bring this innovation to the market when conducting marketing research on various innovative prototypes. I then led marketing efforts to develop and commercialize this product with a cross-functional team focusing on research, industrial and technical design specs, testing, SKU planning, pricing, business case creation, presentation through the tollgate process, packaging, customer strategy and pitch, and marketing communications.

This product was launched successfully at multiple retail customers in 2015 as a first-to-market magnetic docking showerhead. The product launch team received the Moen President’s Achievement Award as recognition for this accomplishment. The Magnetix showerheads still sell across many customers, with the product portfolio expanded well beyond the original 12 SKUs, making it a very successful product innovation and launch for the Moen brand.

In the second year of the campaign, there was a need to better adapt the campaign to the DiGiorno brand’s guidelines and business goals. I rehauled the campaign by tying the brand voice and affinities into the selected talent, linking in eCommerce activations, and optimizing content with digital creators through the internal influencer subject matter expert (SME) and external influencer agency. This campaign resulted in stronger impressions and engagements than the previous campaign and was authentically incorporated with the creator’s content, which was a significant positive change for achieving brand goals.

I also planned and launched the first DiGiorno Hispanic Influencer campaign with Spanish-language digital creators, working with a Hispanic communications agency. The campaign was designed to be consistent in messaging with the current Hispanic digital campaign that I managed, getting good exposure, and was also tied into eCommerce.

Led the cross-functional category sales, shopper promotions, and brand management team in planning and executing the 2019 #1 drive time for frozen pizza, resulting in record display commitments from grocery chains, increasing sales YOY.

Created a business case to secure more funding for key accounts and worked with them directly to help with funding, customer pitch, and assets for the execution.

Led business development outreach with decision-makers to establish a series of drone training classes through a local community college.

We presented the opportunity and collaboratively planned to recruit events for prospective students, including in-person presentations, social media marketing, and live webinars. Established a process to generate student demand throughout the year for the planned classes, resulting in successful drone training sessions held throughout the year. Launching these classes has been a success and is an ongoing revenue source for V1DroneMedia.

• **100+ ** — Newsletters Activated into a Centralized Ad Network

News Revenue Hub needed to scale advertising across 100+ independent newsroom newsletters without a centralized system, limiting execution efficiency and visibility. It had:

• No unified campaign planning or inventory tracking.
• Limited visibility into performance, pacing, and delivery.
• Sales outreach not aligned with available inventory and audience targeting.

SOLUTION
• Built an integrated media planning and reporting framework to connect sales, operations, and analytics into a scalable system.
• Developed a centralized Airtable system with the project manager for campaign planning, scheduling, and execution.
• Supported ABM-style email campaigns in Salesforce, aligning outreach with audience segments and inventory.
• Created performance reporting frameworks tracking reach, CTR, and pacing.
• Standardized workflows to improve cross-team coordination and execution consistency.

Activated and streamlined 100+ newsletters into a unified ad network, improving campaign efficiency and delivery. Enabled targeted sales outreach and transparent performance reporting, driving stronger advertiser retention and repeat revenue.

• Under 30 — Days from Concept to Launch
• **300+ Questions ** — Designed for Retention and Repeat Usage
• 3 Study Modes — Designed for Retention and Repeat Usage

The challenge was to launch and monetize a new FAA Part 107 test-prep product in a competitive market dominated by course-based providers, while validating pricing, driving initial conversions, and building a scalable acquisition strategy with a limited budget and no existing audience.

SOLUTION
• Led an end-to-end strategy, positioning, and execution of a digital test prep platform.
• Defined product positioning vs. course-based competitors (practice-first model).
• Built SEO-driven landing pages and conversion-focused messaging.
• Leveraged AI tools to accelerate content creation, UX structure, and feature prioritization.
• Implemented Google Ads campaigns with targeted keyword segmentation and conversion tracking.
• Designed pricing tiers and analyzed CAC to inform a monetization strategy.
• Created analytics-driven feedback loops for continuous optimization.

Achieved early revenue and validated demand within 2 weeks, establishing CAC benchmarks, conversion pathways, and pricing insights to guide scalable growth and future optimization.

• **100% ** — Increase in In-store Sales
• **50% ** — Increase in Sales Using Influencer Marketing Promotions for Select Markets
• 20% — Increase in Sales Using Digital Coupons Campaigns

ReeRee’s Dough, an emerging CPG brand, needed to build demand across retail and digital channels with limited awareness and a fragmented marketing infrastructure. The goal was to establish scalable demand generation to support growth, retail expansion, and consumer acquisition.

I led an end-to-end demand generation strategy across paid, organic, and retail channels. I also built a marketing tech stack, launched campaigns across Meta, Google, retail media, and influencers, activated shopper marketing programs, and integrated analytics for optimization.

Established scalable demand generation across channels, drove consumer acquisition, and implemented a data-driven marketing foundation to support ongoing growth and campaign optimization.