Liam D. Casteen
Brand Manager, Household Care
Columbus, OH · (614) 555 0136 · name@example.com · linkedin.com/in/liamdcasteen
Key Qualifications
EXPERIENCE
Ten years in consumer packaged goods brand management
INDUSTRIES
Household care, personal care, grocery retail
SPECIALTIES
Positioning, innovation pipeline, pricing architecture, packaging renovation
SYSTEMS
Nielsen Connect, Power BI, Salesforce, Adobe Creative Cloud, Asana
CREDENTIALS
Professional Certified Marketer, American Marketing Association
EDUCATION
Master of Business Administration, Ohio State University
Executive Summary
Brand manager for a household care portfolio worth eighty four million dollars in annual retail sales. Ten years in consumer packaged goods, moving from assistant brand work into full profit and loss ownership. Builds positioning from consumer research rather than instinct, then holds the team to it through every execution.
Signature Achievements
- Grew a household care portfolio from seventy one million dollars to eighty four million dollars in retail sales over three years.
- Led a packaging renovation that raised shelf findability scores twenty two points in consumer testing.
- Launched a concentrated refill line that reached eleven million dollars in first year sales.
- Improved portfolio gross margin two point six points by simplifying from nineteen items to fourteen.
- Repositioned a declining subbrand around a sensitive skin claim and returned it to growth after six flat quarters.
- Cut agency production costs eighteen percent by consolidating photography for four brands into a single shoot.
Professional Experience
Brand Manager
Scioto Home Brands, Columbus, OH 2021 to present
Full profit and loss responsibility for three household care brands at a manufacturer of nine hundred employees.
- Own the annual brand plan covering positioning, pricing, innovation timing and media investment by quarter.
- Direct consumer research from screening through concept testing and translate the findings into product briefs.
- Work with sales and finance on trade promotion strategy and monthly profit and loss reviews.
- Brief and manage the creative agency on television, digital video and retail media campaigns.
- Present the brand plan and quarterly results to the leadership team and the sales organization.
Associate Brand Manager
Maumee Valley Consumer Products, Toledo, OH 2018 to 2021
Support for a laundry care brand of forty million dollars alongside a senior brand manager.
- Managed the innovation calendar for six new items from concept approval through first shipment.
- Analyzed weekly consumption data and wrote the monthly business review presented to leadership.
- Coordinated packaging artwork with regulatory review so claims stayed accurate on every item.
- Ran a shopper study on shelf navigation and shared the findings with two retail customers.
Marketing Analyst
Buckeye Grove Foods, Dublin, OH 2016 to 2018
Category analytics support for a regional snack manufacturer selling into Midwest grocery.
- Built share and distribution reports for three categories and presented findings at monthly sales meetings.
- Sized two new product opportunities using household panel data and competitive pricing scans.
- Prepared the monthly category summary that the sales team carried into buyer meetings.
Licensure and Certification
Professional Certified Marketer, American Marketing Association
Education
Master of Business Administration, Ohio State University, 2018
Bachelor of Science in marketing, Miami University, 2016
Core Skills
Brand positioning · Consumer research · Innovation planning · Pricing strategy · Packaging development · Profit and loss ownership · Agency direction · Share analysis · Trade promotion · Cross functional leadership