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.