Hannah Payne

I led the end-to-end design and commercialization of the world’s 1st AR manual toothbrush experience for children. I developed a whole brand ecosystem, including app design, user experience flow, retail activation, and media support, launching globally. I successfully blended behavioral science, gamification, and AR technology to transform brushing into a fun, engaging experience. This secured major industry accolades, including CES Innovation Awards and Kantar Product of the Year recognition. The platform achieved 4.5+ ratings and broad adoption across families, driving brand engagement and sales growth. Additionally, I oversaw cross-functional teams spanning marketing, product design, digital development, and retail execution, ensuring on-time, on-budget delivery.

As the FMCG account lead, I delivered net sales growth and margin improvement across a complex branded portfolio for a major retailer. I identified a strategic opportunity to grow higher-margin product sales at twice the rate of lower-margin lines, ensuring revenue growth while improving profitability. I developed and executed a multi-channel commercial strategy, spanning grocery, pharmacy, and eCommerce environments, grounded in deep category insights and shopper behavior. I also leveraged mix models to design a portfolio strategy that optimized pricing. Using omnichannel shopper journeys, I unlocked in-store activations and digital touchpoints that drove conversion. I led strategic account planning, including 3-year budget frameworks and monthly business reviews, consistently building retailer trust through collaborative external workshops and growth plans that drove brand and customer success.

This resulted in sales growth and a protected market share despite competitive launches. The partnership approach was recognized with an industry award, ranking 1st in customer strategy and service.

I led the launch and growth marketing for a FMCG brand, the brand’s first D2C platform across multiple global markets. I spearheaded repositioning a legacy brand to target a new digital-native audience, creating a full-funnel brand and digital strategy.

I also developed brand architecture and archetypes and tested positioning using in-market insights to successfully shift brand perception. I owned the content strategy from ideation through activation, producing high-performing assets including meta ads, influencer campaigns, UGC programs, and PR activations. I implemented a rapid creative testing framework to optimize acquisition and reduce CPA within three months post-launch.

Additionally, I defined high-value audience segments through CRM data, loyalty insights, and lookalike modeling, deploying targeted lifecycle campaigns via email, SMS, and in-app notifications. By applying segmentation, journey mapping, and content personalization, I improved the customer experience journey and raised product review scores from 3.8 to 4.5 stars.

Finally, I regularly leveraged GA4, Firebase, and BigQuery to optimize spend, track performance KPIs, refine tagging infrastructure, and align leadership on scaling strategies.