Rebecca Berkowitz
Verified Expert in Marketing
Marketing Expert
New York, NY, United States
Toptal member since August 3, 2023
Rebecca is a multi-hyphenate marketer with a decade of experience working with brands across health and wellness, fashion, beauty, luxury, CPG, and lifestyle sectors. Customer-obsessed and insight-driven, she thrives off of solving problems and bringing life-changing experiences to customers. Rebecca brings positive energy to the table and has a solid ability to manage multiple stakeholders, form strategic partnerships, and work well in varied, fast-paced environments.
Project Highlights
Expertise
- Brand Management
- Brand Strategy
- Digital Marketing Strategy
- Influencer Marketing
- Integrated Marketing
- Marketing Communications (MarCom)
- Public Relations (PR)
- Social Media Strategy
Work Experience
Head of Integrated Marketing
JScreen
- Spearheaded brand architecture and north star work to effectively communicate the brand's positioning and messaging externally.
- Kicked off fertility clinics as a new channel to distribute at-home genetic tests.
- Led the launch of a new era of JScreen, from GTM to creative to soon-to-be execution.
Interim VP of Marketing
Woof
- Spearheaded the development of brand messaging and architecture to transition the brand from a "toy" brand to a credible wellness brand for dogs in the industry.
- Increased revenue for the business by 4x upon joining.
- Led the GTM of 1st-to-market wellness products, including marketing strategy, creative development, channel execution, and analysis.
- Strategized and launched the company's first PR and influencer program, reaching 5+ million users.
Head of Marketing
Continuum Club
- Created brand architecture, voice, and personality.
- Led cross-functional marketing initiatives for a luxury wellness club.
- Increased lead generation by 20% upon joining the team.
Fractional Head of Brand & Marketing
Fancy Peasant
- Worked with celebrity-founder to craft brand positioning, messaging strategy, and visual identity for medicinal pantry essentials.
- Managed all marketing channels, including email, social, paid, and web.
- Identified go-to-market strategies for new products and launches.
Fractional Head of Marketing
Elastique
- Worked as the 1st marketing hire on developing and executing a marketing strategy and budget to drive awareness and conversions of a 1st-to-market product promising health and wellness benefits in the form of a luxury compression garment.
- Drove a 49% increase in revenue and a 20% increase in CVR upon joining the team, stemming from earned and growth channels.
- Identified the gap in awareness tactics for a growing brand and quickly identified and onboarded social, PR, and influencer agencies and partners.
- Managed four marketing agency partners to support business goals and initiatives.
- Built and fostered a strong marketing team, managing a team of full-time and freelance marketers and creatives.
- Owned brand management and acted as a brand steward, driving visual and brand identity forward and maintaining cross-channel consistency.
- Partnered closely with the product innovation lead in developing positioning and messaging for key launches.
Director of Brand Strategy and Marketing
Pvolve
- Headed re-branding efforts, working with the founder and creative to establish an aesthetic and tonality that aligned with the brand's ethos and mission, generating five press pieces during the launch and an 8% immediate increase in conversion rate.
- Drove a 125% increase in overall revenue and a 73% renewal rate through successful cross-channel marketing initiatives.
- Designed an integrated strategy for the launch of a new product category, supplements, surpassing campaign key performance indicators (KPIs) by 10%.
- Revamped and optimized the brand's Instagram channel, resulting in a 22% increase in engagement.
- Collaborated with the Clinical Advisory Board and contributed to the management of clinical studies, bolstering the credibility of the Pvolve method in the marketplace.
- Led domestic and international PR partners in various sectors, including consumer, trade, healthcare, franchise, press releases, and B2B, generating over five billion press impressions annually through digital, print, broadcast, and podcast media.
- Attained a 61% increase in sign-ups within the first two weeks of launching the first-to-market cycle synching program as part of marketplace repositioning around women's health, obtaining a double surge in cross-channel engagement.
Account Manager
Vogue
- Conducted integrated campaign development and optimization in collaboration with sales, editorial, and creative by leveraging insights and metrics to measure brand awareness, engagement, and conversion performance.
- Built and managed client relationships to drive business growth and revenue through effective account management, communication, and negotiation.
- Analyzed campaign performance metrics to identify actionable insights and opportunities for improvement while guiding the development of future marketing tactics, creative concepts, and budget allocation.
- Streamlined marketing workflows and processes, optimizing team performance and productivity while overseeing two junior team members.
- Negotiated final contract terms and conditions with partners with a key focus on protecting the company's best interests and minimizing potential business and financial risks.
- Elevated revenue for an account list across fashion, beauty, technology, and lifestyle verticals up to 43% year over year.
Digital Media Planner
Modco Media
- Supported the planning and execution of brand and performance campaigns across digital and social platforms with the team. Conducted research and analysis, identified target audiences, and developed effective messaging and creative concepts.
- Developed a comprehensive brand strategy, marketing insights, creative concepts, and budget recommendations aligned with the client's objectives, historical performance, and competitive landscape.
- Built and nurtured strong relationships with media owners, leveraging these partnerships to negotiate competitive rates and secure added value for eight luxury retail clients.
- Managed and optimized campaigns on an ongoing basis, leveraging data-driven insights and granular analysis to maximize performance metrics.
Project History
New Category Launch
Surpassed campaign KPIs by 10% by designing an integrated strategy to launch a new product category, supplements.
Recover 9 was Pvolve’s first entry into the supplement space as a first-to-market supplement that promises to help speed recovery, reduce soreness, and restore muscle function.
I introduced it to the market and convinced our existing users who came to Pvolve for fitness to buy this supplement. I worked with the clinicians to help create the product and built a go-to-market (GTM) strategy, including positioning, timing, and pricing model, followed by the marketing plan. Also, as the lead on both strategic and creative execution, I crafted both paid and earned campaigns and collaborated with the creative team, from briefs to approvals.
The initial launch surpassed campaign revenue goals by 10% and was deemed successful.
First-to-market Women's Health Launch
Attained a 61% increase in sign-ups within the first two weeks of launching the first-to-market cycle synching program as part of marketplace repositioning around women's health, obtaining a double surge in cross-channel engagement.
Pvolve launched Phase & Function, the industry’s first program that can help women sync their menstrual cycles in an effort to reduce PMS symptoms and increase overall energy and health.
During a time when cycle syncing was not as widely known in health and wellness, I was tasked with bringing this to market in a meaningful way, including driving awareness to the product while also educating on the importance of cycle syncing and what it means to move and eat in accordance of your menstrual cycle.
I worked with a team of medical doctors, including an obstetrician-gynecologist and a doctor of physical therapy, alongside fitness and nutrition experts to understand the program. I created the entire go-to-market strategy, inclusive of both paid and earned platforms, with a robust content strategy.
The launch surpassed KPIs with a 61% increase in sign-ups and a double increase in overall engagement.
Pvolve Brand Evolution
Headed re-branding efforts, working with the founder and creative to establish an aesthetic and tonality that aligned with the brand's ethos and mission, generating five press pieces during the launch and an 8% immediate increase in conversion rate.
Pvolve’s branding was misaligned with its promise to help women look and feel their best throughout their lives and did not depict itself as the sophisticated, precise workout it was. In order to achieve this, I spearheaded the entire process in a record time of two months, from ideation to creative briefing, marketing strategy, approvals, and execution.
The entire project included updated brand guidelines, including design specifications, tone, and copy examples, as well as a detailed marketing strategy to support the launch.
The launch day saw five dedicated press pieces and an 8% immediate increase in conversion rate, and ultimately there were 45+ press pieces.
Education
Bachelor's Degree in Advertising
Syracuse University - Syracuse, NY, United States
Skills
Core
Brand Strategy, Marketing Communications (MarCom), Digital Marketing Strategy, Digital Marketing, Public Relations (PR), Social Media Campaigns, Organic Social Media, Social Media Strategy, Influencer Marketing, Digital Campaigns, Branding, Marketing Leadership, Product Positioning, Paid Advertising, Product Marketing, Go-to-market (GTM) Strategy, Omnichannel Marketing, Content Strategy, Brand Consulting, Funnel Marketing, Social Media Marketing (SMM), Inbound Marketing, Lead Generation, Marketing Analytics, Content Marketing, Brand Marketing, Market Research & Analysis, Marketing Strategy, Social Media Management, Marketing Research & Analysis, Social Media Content, Affiliate Marketing, Customer Segmentation, Conversion Rate Optimization (CRO), Content Creation, Search Engine Optimization (SEO), Copywriting, Google Paid Ads, TikTok Ads, Chief Marketing Officer (CMO), Campaign Strategy, Ad Campaigns, Marketing, Ads, Digital Advertising, Performance Marketing, B2C Marketing, Email Marketing, Social Media, Content Marketing Strategy, Marketing Campaigns, Sales
Platforms & Tools
Instagram Ads, Asana, TikTok, Digital Advertising Platforms, Google Analytics
Business Models
B2C, B2B
Other
Slack, Microsoft Teams, Integrated Marketing, Brand Positioning, Brand Development, Brand Management, Brand Guidelines, Brand Architecture, Brand Building, Product Launch, Launch Strategy, Marketing Plans, Market Segmentation, Growth Marketing, Customer Acquisition, Growth Strategy, Consumer Services, Brand Identity, Consumer Packaged Goods (CPG), Go-to-market Plans, Sales Funnel, Business Development, Startups, Messaging, Brand Awareness, Digital PR, D2C Branding Strategy, Mentorship & Coaching, Go-to-market Optimization, Market Assessment, Value Proposition, Ideation, Team Building, Thought Leadership, Luxury Industry, Instagram, Lifecycle Marketing, Campaigns, Direct to Consumer (D2C), eCommerce, Buyer Personas, Strategic Planning, Media Planning, eCommerce Growth, Data Analytics, Direct Marketing, Health & Wellness, Wellness, Go-to-market Execution, Apps, Visual Storytelling, Storytelling, Market Entry, Personas, Paid Media, Venture Capital, B2B Marketing, Web UX, X (formerly Twitter), Personal Branding, YouTube, Affiliate Programs, Advisory.Business Advisory.Product Management, Trello, Leadership, Team Management, Team Leadership, Creative Strategy, Creative Briefs, Branded Content, Digital Media, Digital Strategy, Advertising, Key Performance Metrics, Reporting, Data Reporting, Analysis, Retargeting Pixels, Client Services, Client Relationship Management, Client Management, Communication, Graphic Design, Communication Law, Rebranding, Integrated Campaigns, Email, Market Research, User Research, Press Releases, Campaign Development, Community, Consumer Products, Team Development, Corporate Social Responsibility (CSR), Retail Sales, Multicultural Marketing, Influencers, HubSpot CRM, Integrated Marketing Strategy, B2B Partnerships, Fundraising
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