Bridgette M.

Experience

• Sodalis USA

  Chief Marketing Officer

  Feb 2025 - Present

  Sodalis USA is the U.S. arm scaling a €/$1B European beauty & personal care portfolio across personal care, hair care, wellness, fragrance and home care. Focused on U.S. market entry, DTC and retail/Amazon acceleration, brand building and sustainability.

  • Lead U.S. expansion and go‑to‑market for a $1B European portfolio across multiple categories (personal care, hair, wellness, fragrance, home care).
  • Built full‑funnel, cross‑channel brand strategy (DTC, Amazon, retail) to accelerate digital revenue and direct relationships with consumers.
  • Established innovation roadmap and pipeline to localize global SKUs and create U.S. first‑to‑market launches.
  • Designed organizational structure and operating rhythms for scale: built core marketing capabilities, agency model, and KPIs.
  • Launched sustainability platform and brand positioning to differentiate in competitive beauty and home care markets.
  • Drove transformation programs (brand playbooks, analytics, marketing tech) to enable repeatable growth and measurement.
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  ecoATM Gazelle

  Chief Marketing Officer

  Sep 2024 - Feb 2025

  ecoATM Gazelle operates a national recommerce network that enables consumers to sell used phones, tablets and devices via kiosks and resale marketplaces—combining retail footprint with DTC and marketplace channels to drive circularity and convenience.

  • Repositioned the brand around a clearer consumer promise — “fast, convenient, eco‑friendly cash” — to increase relevance and trust.
  • Developed and executed an omnichannel acquisition strategy that integrated kiosk retail, DTC, and marketplace resale to maximize lifetime value and conversion.
  • Modernized digital ecosystem and funnel performance (paid, organic, CRM) to reduce CAC and improve conversion across channels.
  • Built a unified measurement framework to optimize media mix across in‑store, paid digital, and marketplace investments.
  • Elevated sustainability messaging and partner programs to reinforce the company’s circular economy story and drive earned media.
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  The Toy Association

  Member Board Of Directors

  Feb 2022 - Jan 2024

  The Toy Association™ is the trade association representing the toy and youth entertainment industry—advocating on safety, policy, trade events (Toy Fair), and the developmental benefits of play for hundreds of member companies.

  • Provided board‑level guidance on industry priorities including safety standards, sustainability, and consumer insights.
  • Advised on advocacy and public policy initiatives to protect industry interests and advance toy safety (ASTM F963 and related efforts).
  • Supported industry events and programs (Toy Fair, Toy Foundation initiatives) that connect manufacturers, retailers, and inventors.
  • Championed collaboration across members to scale responsible innovation and amplify the developmental benefits of play.
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  Melissa & Doug, LLC

  Chief Marketing & Sustainability Officer

  Nov 2021 - Jun 2024

  Melissa & Doug is a trusted global children’s products brand offering wooden toys, crafts, pretend play and games designed to inspire open‑ended imagination and child development across more than 2,000 SKUs and 100+ countries.

  • Rebuilt and scaled the marketing organization and governance, delivering +16% POS and +15 percentage‑point margin improvement.
  • Defined a cohesive brand blueprint and innovation roadmap that refreshed core franchises and unlocked new product adjacencies.
  • Built a modern digital and DTC ecosystem (site, CRM, performance media, marketplaces) to drive incremental revenue and customer acquisition.
  • Established an ownable sustainability platform (FSC‑certified wood, reforestation initiatives, Scope 1 & 2 carbon neutrality) aligned to brand purpose.
  • Led cross‑functional workstreams and positioning that contributed to successful strategic sale to Spin Master.
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  Melissa & Doug, LLC

  Global Head of Marketing

  May 2020 - Nov 2021

  • Led global marketing strategy to strengthen brand architecture and harmonize creative across regions.
  • Scaled global campaigns and channel playbooks to improve consistency, retailer collaboration, and go‑to‑market effectiveness.
  • Built cross‑regional launch processes and localization guidelines to accelerate new product adoption and reduce time‑to‑shelf.
  • Implemented centralized measurement and reporting to align global KPIs and optimize media investment across markets.
  • Partnered with product, licensing and sustainability teams to extend brand relevance and commercialize innovation.
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  Henkel

  Head of Marketing, NA Beauty

  Jan 2019 - Feb 2020

  Henkel is a global consumer goods company with major beauty, personal care and household brands; responsible for large‑scale brand portfolios and international marketing operations.

  • Led North American beauty marketing for a $1B portfolio across hair care, personal care and household brands.
  • Reversed multi‑year decline via portfolio prioritization, brand revitalization and breakthrough innovation.
  • Delivered profitable growth through digital‑first media strategies and improved marketing ROI.
  • Served on Executive Leadership Team during Henkel’s acquisition of Sun Products, driving integration, culture alignment and operating model harmonization.
  • Accelerated innovation cadence and commercial collaboration with sales to restore category momentum.
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  Henkel

  Vice President Marketing

  Jan 2017 - Dec 2018

  • Transformed the all® laundry brand by restoring baseline strength and optimizing portfolio mix to expand net revenue and GP1.
  • Built and led a high‑performing marketing team (7 direct reports) focused on consistent GTM execution and growth delivery.
  • Implemented refreshed positioning, media strategy and trade support to rebuild household penetration and loyalty.
  • Drove activation plans tying innovation to shelf productivity and promotional efficiency.
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  Henkel

  Marketing Director

  Jul 2012 - Dec 2016

  • Led marketing during a period of sustained growth, delivering consistent year‑over‑year improvements.
  • Owned brand strategy, innovation prioritization and cross‑functional execution across laundry and household categories.
  • Selected to serve on the Henkel integration team to align teams, systems and culture post‑acquisition.
  • Built processes for smoother handoffs between product development, supply chain and marketing to support scale.
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  Henkel

  Senior Brand Manager

  Jan 2010 - Jul 2012

  • Stabilized and repositioned the Wisk brand, overseeing marketing and sales activities that supported ~$185M in annual revenue.
  • Owned market positioning, claims development, and product innovation to protect brand equity.
  • Led a team of 3 marketing professionals focused on NPD support, culture development and commercial alignment.
  • Coordinated cross‑functional go‑to‑market plans to maximize retail performance and distribution.
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  Parfums de Coeur

  Senior Brand Manager

  Jan 2009 - Jan 2010

  PDC BRANDS (Parfums de Coeur) is a fast‑growing wellness and personal care company with a portfolio spanning fragrance, hair care, wellness and beauty brands sold in thousands of retail and online outlets globally.

  • Rapidly grew a $100M fragrance portfolio by launching the Body Heat sub‑brand and supporting commercial execution.
  • Led end‑to‑end launch workstreams: packaging design, digital & social creative, retail collateral and go‑to‑market planning.
  • Relaunched existing lines with refreshed creative and product enhancements to re‑engage consumers and trade partners.
  • Coordinated cross‑channel promotions and sampling to accelerate trial and repeat purchase.
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  Kao Brands

  Global Brand Manager

  Apr 2007 - Jan 2009

  Kao Brands is a global cosmetics and beauty care company with a portfolio of haircare and color brands sold internationally across mass and specialty channels.

  • Managed a $100M hair care portfolio and drove P&L results through integrated advertising, PR and channel plans.
  • Delivered category leadership with a 65% market share in key segments through targeted TV, print and digital campaigns.
  • Introduced first‑to‑market product innovations that created sustainable competitive advantage and limited impact from copycat competitors.
  • Owned end‑to‑end brand execution from insight to creative to in‑market measurement.
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  Kao Brands

  Brand Manager

  Sep 2004 - Apr 2007

  • Owned advertising development, net sales budgeting, and new product development cycles for color and care sub‑brands.
  • Directed claims development, channel planning and market research to inform product positioning and media strategy.
  • Managed creative development and cross‑functional alignment for Brilliant Brunette, Sheer Blonde, Radiant Red and Luminous Color Glaze.
  • Coordinated retailer programs and in‑market promotional support to drive distribution and share gains.
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  Kao Brands

  Associate Brand Manager

  Feb 2002 - Sep 2004

  • Managed monthly business review and performance analysis to inform strategic decisions for color and styling portfolios.
  • Led PR and web strategy, creative development and sampling/co‑marketing programs for Sheer Blonde, Beach Blonde and Frizz‑Ease.
  • Supported NPD development, forecasting and cross‑functional launch readiness to ensure on‑time, on‑budget rollouts.
  • Served as a central liaison across marketing, sales and supply chain to optimize promotional and distribution plans.