Anna Yelkina-Damman
Verified Expert in Marketing
Marketing Expert
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
Expertise
Work Experience
Marketing and Sales Manager
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
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
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
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
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
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
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
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
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.
Project History
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.
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.
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.
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.
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.
Education
Master of Business Administration in Marketing
Case Western Reserve University - Cleveland, Ohio, USA
Master of Business Administration (Exchange) in Marketing
Ecole de Management de Lyon - Lyon, France
Bachelor's Degree in Marketing and International Business
University of Toledo - Toledo, Ohio, USA
Skills
Core
Digital Marketing Product Management, Digital Advertising, SEO Content, GTM Marketing, Content Marketing, Brand Marketing, SEM, Paid Advertising, Content, SEO, Social Media Management, Product Marketing, Marketing Strategy, Marketing Transformation, Marketing Analytics, Google Ads, LinkedIn Campaign Marketing, Lead Generation, Media Buying, Social Media Marketing, Influencer Marketing, Digital Campaigns, Marketing Mix, Shopper Marketing, Marketing Research & Analysis, Free-Standing Insert (FSI), Copywriting, Audience Targeting, Campaign Management, Branding, Marketing Design, Print Advertising, Chief Marketing Officer (CMO), Content Creation, Social Media Content Creation, Ad Campaigns, Digital Marketing Strategy, SEO Tools, Social Media Marketing, 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 Design, Business to Consumer (B2C)
Platforms & Tools
Google Analytics
Other
Virtual Coaching, Growth Strategy, Brand Management, Product Launch Strategy, Demand Generation, New Product Development, Promotional Videos, Digital Media, Branded Content, Marketing 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, Competitor Analysis, Sales Pitches, Stage Gate Process, Team Leadership, Business Cases, ProductPlan, Presentations, Pricing, Sales Support, Merchandising, Growth Marketing, Languages, Integrated Marketing, Instagram, Manufacturing, Drones, Competitor Analysis & Profiling, Profitability Optimization, Management, Profit & Loss (P&L), Consumer Packaged Goods (CPG), Retail & Wholesale, Google Docs Development, Semrush, Slack Development, Website Management, Website Traffic, Business Development, Account Management, Sales Management, Corporate Videos, Web Development, Website Audits, Media Planning, Project Budget Management, Sponsorship, Print Media, Programmatic Marketing, Consumer Insights, E-commerce marketing, Creative Briefs, UX Development, Sourcing, Negotiation, Promotion Strategy, Trade Shows, Excel Development, Vendor Management, Forecasting, French, Sales Forecasting, Digital Strategy , YouTube Marketing, Events, Appliances, Professional Services, Beauty Products, Food & Beverage, Home Renovation, Contract Negotiation, Design Strategy, Catalogs, Advertising Management, Layout, Startup Development, Attribution, Customer Acquisition, Digital Marketing, Google Display Network, Over-the-top Content (OTT), Hispanic Marketing, JDE, Business Opportunity Meeting (BOM), Data, Inventory, Webinars, Market Assessment, Market Research Analyst, TV, E-commerce marketing, Text Analytics, Tone of Voice, Programmatic Advertising, Yahoo Ads, Video Editing
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