Anna Yelkina-Damman, Marketing Expert in Cleveland, OH, United States
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Anna Yelkina-Damman

Verified Expert  in Marketing

Marketing Expert

Location
Cleveland, OH, United States
Toptal Member Since
November 18, 2022

Anna is a well-rounded marketing expert. She has launched commercially successful products and has specialized in brand management and marketing communications for the last six years, including managing over $40 million in traditional and digital brand campaigns for a Fortune 500 company and digital marketing campaigns for a small startup. Anna's ability to be hands-on and a team member in a cross-functional environment have prepared her to be a valuable addition to any organization.

Project Highlights

Magnetix Showerheads Product Development and Launch
Led marketing efforts at Moen to develop and launch commercially successful showerhead category innovation, resulting in a 30% YOY sales and product line profitability increase. The accomplishment was recognized with the Moen President's Award.

Expertise

Work Experience

Marketing and Sales Manager

2019 - PRESENT
V1DroneMedia
  • Utilized sales management strategies and doubled revenues in the 2nd and 3rd years of full-time operations after launching the drone services in three verticals.
  • Boosted PR, reviews, and social shares. Executed a digital marketing strategy for lead generation, including paid, social, and SEM. Owned account management, website and social media management, search engine optimization (SEO), and organic social.
  • Led business development and campaign management efforts, such as trade show exhibiting and attendance, community events through nonprofit participation, networking at industry events, and prospecting via LinkedIn.

Growth and Marketing Strategist

2023 - 2023
Vistacom Information Systems, Inc.
  • Worked with the business owner to evaluate the market and develop a marketing plan for 2023.
  • Researched industry players and analyzed their marketing activities (paid and owned) to develop the plan for Vpoll to establish a digital presence and generate organic website traffic.
  • Developed an effective content plan for the website, blog, and social media.

Senior Associate Brand Manager

2017 - 2019
Nestlé
  • Unified DiGiorno tone of voice across briefs, approvals, results, and optimization with creative, production, and media agencies for paid print advertising, social, SEM, programmatic advertising, TV advertising, sponsorship, and influencer marketing.
  • Led planning, execution, text analytics, consumer insights, integrated marketing, and reporting of over $40 million budget with stakeholders, leadership, and finance.
  • Led shopper marketing campaigns with cross-functional teams, including consumer promotions, omnichannel, finance, sales, media, and agency of record (AOR), resulting in record incremental in-store displays for the 2019 Super Bowl for DiGiorno Pizza.
  • Planned and executed the day-to-day annual plan with the media agency, using marketing mix ROAS analysis for all channels, optimizing them via testing and monthly platform performance reviews, and coordinating internal alignment.
  • Handled Jack's Pizza tent-pole campaigns, sponsorship planning, and execution of Back to School, Grilling, and State Fairs.
  • Led Jack's Pizza distribution expansion with a cross-functional team, securing general dollar distribution nationwide.
  • Headed websites, including DiGiorno, Jack's Pizza, and Tombstone Pizza, and their transition to Drupal CMS. Optimized content, landing pages, and PIM with internal and external partners such as SEO and website vendors.
  • Managed product packaging designs and approvals with the packaging team.
  • Directed digital content and asset production for digital campaigns, eCommerce marketing, and social media marketing (SMM) initiatives.
  • Spearheaded and overhauled influencer marketing campaigns, resulting in more impressions and engagement, and connected the campaign to eCommerce sales for sales results.

Senior Product Manager

2012 - 2017
Moen
  • Led marketing strategy, execution, and own profit and loss (P&L), including overhauling product portfolio across Lowe's, Home Depot, and Menards. Launched a commercially successful innovation, increasing sales by 30% year-over-year (YOY).
  • Managed product development and commercialization projects with a cross-functional team from design to launch through the tollgate process, pitching new projects and reporting progress to top leadership.
  • Coordinated product improvements and product lifecycle based on KPIs, including margins, velocity, churn rate, and ROI.
  • Defined new product KPIs and optimizations through retailer and consumer UX research.
  • Collaborated on product development and pitched to the Lowe's, Home Depot, and Menards accounts.
  • Performed ongoing competitive and vendor analysis, sales analysis, price monitoring, annual strategic planning, and ad hoc reporting.
  • Collaborated with marketing communications, brand, and agency partners for product commercialization.
  • Led product managers and coached them to be promoted.

Product Manager

2011 - 2012
Moen
  • Assisted senior product managers with the planning and executing of the three-year product plan.
  • Co-led specialty, mass, and club customer presentations and pitches for Target, Bed, Bath and Beyond, and Menards.
  • Managed product development and improvement projects through the Tollgate process.

Associate Brand Manager

2009 - 2011
Homax Products
  • Led product development projects with a cross-functional team through the stage-gate process.
  • Managed product launches to Walmart, Home Depot, Lowe's, Target, and Menards.
  • Created brand presentations and visual aids for the key accounts and performed market research and competitive brand analysis.
  • Developed and executed Goo Gone's digital marketing campaign with an ad agency.
  • Planned a three-year product portfolio and monitored P&L.

Merchant

2006 - 2008
AmeriMark
  • Sourced products via competitive shopping, trade show attendance, trend, and customer research for three direct-to-consumer (DTC) goods catalogs.
  • Created B2C merchandising and promotional plans and led catalog production in a cross-functional environment.
  • Worked with Creative Services on developing product advertisements in the catalog, including photography, copy, and layout.
  • Analyzed sales and identified opportunities to increase sales and profit margins.
  • Performed competitor analysis and profiling. Worked on pricing strategies and negotiated pricing with vendors to maximize margins.

Circulation Planner

2004 - 2006
AmeriMark
  • Met and exceeded forecasting goals for prospect circulation of five DTC goods catalogs.
  • Identified new prospect lists, ran A/B tests, and worked with third-party list modeling vendors.
  • Coordinated merge and purge process for seven consumer goods catalogs.

Catalog and Brand Manager

2002 - 2003
Le Club des Createurs de Beaute
  • Managed B2C catalog production with cross-functional teams, wrote and edited copy, and translated from French to Russian.
  • Merchandised catalog, monitored consumer and competitive metrics, established pricing, and analyzed and forecasted sales.
  • Forecasted and analyzed inventory levels while managing purchasing.

Magnetix Showerheads Product Development and Launch

Led marketing efforts at Moen to develop and launch commercially successful showerhead category innovation, resulting in a 30% YOY sales and product line profitability increase. The accomplishment was recognized with the Moen President's Award.

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.

DiGiorno Influencer Campaign Relaunch

Re-launched DiGiorno's Influencer campaigns. I worked with an agency to select talent and digital creators, approve content, tie in eCommerce, and establish goals, guidelines, and timelines, resulting in record impressions and shares.

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.

DiGiorno's Shopper Marketing Campaign | Super Bowl 2019

Generated record in-store pizza displays, which increased YOY sales for the same period of time.

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.

Drone Training Courses Launch

Launched ongoing drone training courses with a local community college.

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.
2008 - 2009

Master of Business Administration in Marketing

Case Western Reserve University - Cleveland, Ohio, USA

2008 - 2008

Master of Business Administration (Exchange) in Marketing

Ecole de Management de Lyon - Lyon, France

1998 - 2002

Bachelor's Degree in Marketing and International Business

University of Toledo - Toledo, Ohio, USA

Core

Digital Marketing, Digital Advertising, SEO Content, Go-to-market Strategy, Content Marketing, Brand Marketing, Search Engine Marketing (SEM), Paid Advertising, Content, Search Engine Optimization (SEO), Social Media Management, Product Marketing, Marketing Strategy, Marketing Leadership, Google AdWords, Google Ads, LinkedIn Marketing, Lead Generation, Media Buying, Social Media Marketing (SMM), Influencer Marketing, Digital Campaigns, Marketing Mix, Shopper Marketing, Marketing Research & Analysis, Free-Standing Insert (FSI), Copywriting, Audience Targeting, Campaign Management, Branding, Marketing, Print Advertising, Chief Marketing Officer (CMO), Ad Campaigns, Digital Marketing Strategy, SEO Tools, Social Media, Google Tag Manager, TV Advertising, Sales Analysis, Social Media Strategy

Business Models

B2B2C, Business to Business to Consumer (B2B2C), Business to Business (B2B), B2C, B2B, Business to Consumer (B2C)

Platforms & Tools

Google Analytics

Other

Project Management, Growth Strategy, Brand Management, Product Launch, Demand Generation, New Product Development, Promotional Videos, Digital Media, Branded Content, Analytics, Key Performance Indicators (KPIs), ROI, Consumer Products, Product Information Management (PIM), Product Packaging, Product Management, Product Development, Category Management, Portfolio Management, Pricing Strategy, Cross-functional, Commercialization, Innovation Strategy, Innovation Management, Competitive Analysis, Sales Pitches, Stage Gate Process, Team Leadership, Business Cases, ProductPlan, Presentations, Pricing, Sales Support, Merchandising, Growth, Languages, Integrated Marketing, Instagram, Manufacturing, Drones, Competitor Analysis & Profiling, Profitability Optimization, Management, Profit & Loss (P&L), Consumer Packaged Goods (CPG), Retail & Wholesale, Google Docs, Semrush, Slack, Website Management, Website Traffic, Business Development, Account Management, Sales Management, Corporate Videos, Website Redesign, Website Audits, Media Planning, Project Budget Management, Sponsorship, Print Media, Programmatic Marketing, Consumer Insights, eCommerce, Creative Briefs, User Experience (UX), Sourcing, Negotiation, Promotion Strategy, Trade Shows, Microsoft Excel, Vendor Management, Forecasting, French, Sales Forecasting, Digital Strategy, YouTube, Events, Appliances, Professional Services, Beauty Products, Food & Beverage, Home Renovation, Contract Negotiation, Strategy, Catalogs, Advertising, Layout, Startups, Marketing Attribution, Google Display Network, Over-the-top Content (OTT), Hispanic Marketing, JDE, Business Opportunity Meeting (BOM), Data, Inventory, Webinars, Market Assessment, Market Research, TV, eCommerce Marketing, Text Analytics, Tone of Voice, Programmatic Advertising, Yahoo Ads

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