Orly is available for hire

Orly Sigal

Verified Expert in Marketing

Marketing Expert

Location

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

Concept Writing for New Product Launch | Product Positioning

Led the launch of many new products at my previous employer (Clinique) and also wrote or led the copy for the concepts to all of them. Here is an example of a recent bestselling launch/es that earned market share for the brand.

Expertise

Creative Direction Marketing Marketing Leadership Media Product Launch Product Strategy Retail & Wholesale Storytelling

Work Experience

SVP, Marketing and Creative

2022 - 2023

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

2019 - 2022

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

2016 - 2019

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

https://www.colorstreet.com/sassystacy06/colorplay

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

https://www.clinique.com/product/1603/118703/makeup/lip-glosses/clinique-x-kate-spade-new-york-clinique-pop-plushtm-creamy-lip-gloss

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

https://www.clinique.com/product/1599/80532/makeup/foundations/even-better-clinicaltm-serum-foundation-broad-spectrum-spf-25?shade=CN_10_Alabaster

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

https://www.clinique.com/product/11265/116217/makeup/primers/even-bettertm-pore-defying-primer

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

2021 - 2022

Certificate in Business Excellence in the Chief Marketing Officer Program

Columbia Business School Executive Education - New York, New York, USA

1998 - 2001

Bachelor's Degree in Journalism

University of Florida - Gainesville, Florida, USA

Certifications

JUNE 2022 - PRESENT

Digital Marketing Strategy

Columbia Business School Executive Education

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