Orly Sigal
Verified Expert in Marketing
Marketing Expert
New York, NY, United States
Toptal member since July 7, 2023
Orly is a well-rounded, driven, and inspirational executive and marketing leader with 21+ years of dynamic CPG experience in cosmetics, sports, eyewear, and book publishing. She is an expert in leading business and brand strategy, driving teams to develop and execute 360-degree brand marketing programs and campaigns while maintaining global brand equity and leveraging local market relevance.
Project Highlights
Expertise
- Creative Direction
- Marketing
- Marketing Leadership
- Media
- Product Launch
- Product Strategy
- Retail & Wholesale
- Storytelling
Work Experience
SVP, Marketing and Creative
Color Street
- Led all marketing and creative aspects for a $6 million budget, overseeing product, digital, go-to-market (GTM), field-related activities, packaging, nail design, communication planning, and print content, ensuring a consistent tone of voice.
- Reorganized marketing and creative teams to be digital-first and led change management to create a content marketing strategy and processes to bring efficiencies across the GTM process.
- Initiated the rebranding to go live in the 3rd quarter of 2023 and the company's first-ever consumer insights research to indicate a path forward for brand scale-up. Research revealed a 4% unprompted brand awareness with the opportunity to increase.
- Boosted productivity across collections by an average of 10% by redesigning the product launch calendar in January 2023 for efficiency, less frequent launches, and deeper SKU collections.
- Drove a 3-year product innovation pipeline to plan for breakthrough formulas, technologies, and packages, including nail, nail, hand care, and makeup and skincare. The current plan consists of 15 new product launches with an average of 50+ SKUs.
- Prompted the company's first-ever paid digital media plan in March 2023 with a $4 million annual budget and infused a 360-consumer plan across paid, owned, and earned media.
- Gained 40,000+ consumer subscriptions after creating Color Play, the company's first-ever subscription box program and retention tool, in December 2022. Received accolades, including being named part of CNN'S top subscription boxes for 2023.
- Generated 20% of new and younger consumers by launching a licensed partnership with NCAA Colleges in August 2023 to create a 24-team football collection.
- Developed the first-ever CRM program launched in April 2023. Created a new consumer loyalty marketing program for the 4th quarter of the same year to drive customer retention across categories.
- Launched the lip and face categories in September 2022 and March 2023, respectively. Lip represented 10% of the total mix of business (MOB) three months post-launch, while face represented 2%.
VP, Global Product Marketing
The Estée Lauder Companies
- Owned strategy development and asset management and led the end-to-end launch process from product selection to go-to-market strategies focused on the consumer journey, including mobile, social, and video-first mindset.
- Initiated new business models for the makeup category to drive recruitment, consumer insights and engagement, and conversion instead of traditional paid media support, such as the Cheek Pop X Kakao Friends and limited edition pop red lipsticks.
- Developed new limited-edition programs for key hero franchises—Moisture Surge, Even Better Clinical Interrupter, and Smart Serum—to amplify products and recruit new consumers during key high-traffic moments.
- Reduced the portfolio by 7% of SKUs after implementing a 3-year SKU productivity line edit to increase overall sales growth for the entir makeup category.
- Drove the post-COVID-19 makeup recovery plan with a clear, phased eCommerce marketing approach across the Brand.com and Retailer.com channels and presented it to senior ELC management.
Brand Director, North America
Oakley, Inc.
- Helped grow Oakley from $100 million to a $150 million business. Led a team of eight marketers within Luxottica North America Wholesale to build the Oakley brand within the optical channel, with a clear business and marketing plan to drive growth.
- Created a 360 GTM plan for North America with a budget of $13+ million—covering media, product, training, and trade marketing—with a B2B customer focus tied to a 3-year strategic plan with three key product launch periods per year.
- Secured an over 90% sell-through for CY 2018 by creating the category direction with global marketing, including PR, sponsorship, media, social media, shopper marketing, sports marketing, and entertainment marketing. Used platforms lik Eventbrite.
Project History
Subscription Box for Color Street
Received accolades and awards across the beauty industry and created a retention audience of 40,000+ consumers after launching the first-ever subscription box for the Color Street brand.
Color Play is a monthly subscription box from Color Street that includes a curated mix of nail polish strips that can be mixed and matched for a stunning custom nail look. Each month has a new theme and exclusive product for $30.
Clinique Brand Collaboration with Kate Spade
Led the brand collaboration between Clinique and Kate Spade to increase consumer recruitment and awareness for the makeup category at Clinique.
To increase brand awareness and the earned media value, I led the collaboration for Clinique’s new lip gloss, Clinique Pop Plush, with fashion brand Kate Spade. The limited edition collection consisted of four lip glosses.
Clinique Even Better Clinical Serum Foundation Product Launch
Created and developed Clinique's bestselling foundation, Even Better Clinical Serum Foundation, which increased market share for the category across North America and EMEA.
I developed and launched a new product for the brand’s foundation category that addressed consumer pain points, increased Clinique’s visibility and market share, and enforced brand equity for makeup and skincare. I led the GTM execution from a global perspective, partnering with cross-functions across marketing, business supply chain, and regions.
Concept Writing for New Product Launch | Product Positioning
Led the launch of many new products at Clinique, leveraging Conjoint Analysis to evaluate consumer preferences before product launches. Created a concept copy, contributing to recent bestsellers that increased market share for the brand.
Makeup primers – two primers were launched at the same time. The challenge was to keep launch assets to a minimum and combine the macro message and imagery where possible. Another challenge was to showcase each primer separately enough connected to its respective end product benefit.
Education
Certificate in Business Excellence in the Chief Marketing Officer Program
Columbia Business School Executive Education - New York, New York, USA
Bachelor's Degree in Journalism
University of Florida - Gainesville, Florida, USA
Certifications
Digital Marketing Strategy
Columbia Business School Executive Education
Skills
Core
Marketing Leadership, Marketing, Copywriting, Branding, Content Marketing, Content Strategy, Content Marketing Strategy, Writing & Editing, Funnel Marketing, Campaign Strategy, Omnichannel Marketing, Retail Marketing Campaigns, Customer Engagement, Chief Marketing Officer (CMO), Brand Strategy, Digital Marketing, Digital Marketing Strategy, Go-to-market (GTM) Strategy, Search Engine Optimization (SEO), Marketing Analytics, Marketing Research & Analysis, Social Media Marketing (SMM), Marketing Automation, Social Media Advertising, Return on Ad Spend (ROAS), Email Marketing, Sales, Influencer Marketing, Public Relations (PR), Brand Marketing, Paid Advertising, Content, Entertainment Marketing, Shopper Marketing, Field Sales, Competitive Intelligence, Social Media
Business Models
B2C, B2B, B2B2C
Other
Retail & Wholesale, Product Launch, Product Strategy, Creative Direction, Storytelling, Trade Marketing, Launch Strategy, Content Writing, Creative Strategy, Copy Editing, Product Packaging, Consumer Packaged Goods (CPG), Brand Identity, Digital Agencies, B2B Partnerships, Advertising, Creativity, Product Ideation, Supply Chain, Retail & Wholesale, Digital Strategy, Integrated Marketing, Growth Marketing, Growth Strategy, Proofreading, Technical Writing, Outreach, Brand Design, Brand Development, Brand Positioning, Microcopy, Innovation Strategy, Communication Strategy, Communication, Media, Digital Transformation, Competitive Analysis, International Marketing, Innovation, Roadmaps, Business Development, Retail Strategy, Direct to Consumer (D2C), Loyalty Programs, Retail Strategy, Retail Merchandising, Customer Acquisition, Media Planning, Account Management, Modeling, eCommerce, CXP, Category Management, Go-to-market Plans, Consumer Insights, Project Planning, Budgeting, Revenue Modeling, Forecasting, Team Leadership, Website Redesign, Customer Relationship Management (CRM), Loyalty Programs, New Products, International Projects, Channel Management, Event Marketing, Paid Media, Digital Media, Training, ProductPlan, Trade Shows, Sponsorship, Events, Team Development, Customer Retention, Contract Negotiation, Collaboration, Web Content, eCommerce Marketing, Books, Tone of Voice, Loyalty Marketing, Asset Management, Communication Planning, Eventbrite, Strategy Development, Conjoint Analysis, Marketing Materials, Customer Insights, Customer Training, Multicultural Marketing, D2C Branding Strategy, SEO Consultant, Retail Management, eCommerce, Shopify, Logistics & Warehousing
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