Clary Leffel

Experience

• 

  CarMax

  AVP Integrated Marketing and Operations

  Mar 2022 - Aug 2025

  • Led brand strategy for the Supply portfolio across digital, retail, and B2B channels, enhancing consumer relevance.
  • Modernized marketing operations and technology stack to improve campaign velocity and ROI.
  • Collaborated with the CMO and cross-functional leaders to create scalable go-to-market strategies.
  • Cultivated a culture of innovation and accountability within brand creative and analytics teams.
• 

  CarMax

  Director of Integrated Marketing Strategy and Operations

  Jul 2018 - Mar 2022

  • Spearheaded the national commercialization of Instant Offer, effectively doubling consumer buys through strategic storytelling.
  • Launched regional Omnichannel capabilities, integrating digital and retail experiences to enhance conversion rates.
  • Leveraged consumer insights to inform portfolio strategy, driving growth in underperforming markets and expanding multicultural outreach.
  • Lead a team of marketing strategists focused on identifying, prioritizing and tackling business growth opportunities with a marketing-first lens through Product Marketing, Local and Multicultural marketing.
• 

  Capital One

  Card Brand Marketing, Senior Director

  Feb 2015 - Jun 2018

  • Launched CreditWise, a groundbreaking financial product targeting underserved segments to enhance brand relevance.
  • Directed brand strategy for Mainstreet and Hispanic portfolios, establishing Capital One as a leader in inclusive financial services.
  • Built and scaled diverse marketing teams focused on mission-driven innovation and measurable impact.

• The Scotts Miracle-Gro Company

  Marketing Director - Ortho & Roundup

  Nov 2011 - Jan 2015

  • Owned category strategy, P&L, and go-to-market planning for a $300M+ portfolio.
  • Integrated Tomcat® acquisition into the portfolio, enhancing revenue and shelf presence.
  • Founded a Center of Excellence for multicultural marketing, significantly driving Hispanic segment growth.

• The Scotts Miracle-Gro Company

  Multicultural Marketing Manager

  May 2011 - Dec 2011

  • Primary responsibility for leading the multi-cultural marketing initiatives for all the brands.
  • Develop and implement the Hispanic/ multicultural segment strategy and successfully introduce specific marketing campaigns which results in growing the consumer base supporting each region.
  • Establish Hispanic marketing strategy, plan and calendar.
  • Coordinate and oversee Hispanic media plan, added value and activation.
  • Manage the development of media communication in Spanish for TV, Print, Online and Direct Marketing initiatives.
  • Hispanic marketing leadership and presentations to field marketing, agencies and staff.

• The Scotts Miracle-Gro Company

  Marketing Manager Naturals

  Jan 2010 - May 2011

  • Responsible for invoice sales and contribution margin targets for the business.
  • Drive key marketing and product initiatives, like attracting target consumers and delivering significant innovation.
  • Get alignment with sales teams on marketing plans.
  • Champion the business vision and strategy in the organization (cross functionally, regionally, BDTs, etc)
  • Develop Strategic Plans for 2011-2015.

• The Scotts Miracle-Gro Company

  International Category Manager

  Mar 2008 - Dec 2009

  • Develop and implement the International business strategy for Plant Food and Growing Media.
  • Manage the innovation roadmap for both categories, responsible for new product development from concept to launch and implementation.
  • Work closely with the local Marketing teams to ensure full integration of the overall International strategy.
  • Responsible for category budgeted sales and margin growth objectives, including P&L management.
  • Recommend and develop advertising and media allocation across International.
  • Define, prioritise and validate plans to expand into new geographical areas.

• trutap

  Head of Marketing

  Jan 2007 - Dec 2007

  • Start-up in mobile social networking and messaging
  • Developed and implemented the new brand image.
  • Successfully launched the beta application internationally, acquiring over 10,000 active users in two months.

• LunarStorm UK

  Marketing Manager

  Jul 2006 - Nov 2006

  LunarStorm UK was an early online social network in Sweden, catering to older teenagers.

  • Increased membership and retention through strategic ATL and BTL communication strategies.
  • Implemented innovative marketing campaigns to engage a diverse demographic.
  • Analyzed user data to optimize user experience and improve engagement metrics.

• Santo Domingo Motors

  Marketing Director

  Jan 2006 - Jun 2006

  Santo Domingo Motors is the exclusive distributor for various major automotive brands in the region.

  • Established and led the first dedicated marketing department, defining clear roles and monitoring mechanisms.
  • Developed and executed comprehensive marketing strategies to enhance brand visibility and customer acquisition.
  • Served as an internal consultant, providing strategic insights to senior leadership to align marketing efforts with company goals.

• Mitsui Babcock

  Strategic Marketing Internship

  Jun 2005 - Dec 2005

  Mitsui Babcock specializes in engineering and maintenance services for power generation and petrochemical sectors.

• 

  University of Strathclyde

  MBA student

  Sep 2004 - Sep 2005

  The University of Strathclyde is a leading technological university located in Glasgow, Scotland, with a global student community.

• Mercasid

  Brand and Business manager - Kimberly-Clark brands

  Jan 1999 - Sep 2004

  • P&L management for the product categories, comprising of 17 brands.
  • Developed and implemented strategic business, marketing and operational plans on a yearly basis.
  • Responsible for determining and establishing product prices, including preliminary costing of imported goods.
  • Traditional consumer goods brand manager responsibilities for the three product categories, including developing and implementing ATL and BTL communications, promotional activities, direct marketing, pricing, distribution objectives and coordinating market research.
  • Designed and implemented all trade activities for the category, like sales promotions, consumer promotions, point of sale material, in-store activities, among others. Negotiated with key customers its implementation.
  • Created and negotiated, in conjunction with the sales department, annual account plans with sales volume and profitability for the top 150 customers.
  • Established channel distribution objectives, and designed the trade plans to ensure they were reached, for chain supermarkets, independent retailers, wholesalers, downtrade distributors and small corner shops.
  • Led product portfolio selection and NPD of customised products for local market.
  • Directly managed four merchandisers' supervisors, and, in absence of the sales manager, three sales supervisors.
  • Representative of Dominican Republic in Kimberly-Clark’s Latin America Trade Marketing team.

• Mercasid

  Planner

  Mar 1996 - Jan 1999

  • Planner buyer for finished products and production and materials planner for consumer goods.
  • Inventory planning, buying and management for all imported finished goods, which included calculating optimal stock level and lead times.
  • Responsible for production planning for the soap production plant, as well as planning for soap's raw materials and packaging materials.
  • Part of the new product development teams for personal care, soaps and international products.
  • Led the Sales and Operation Planning (SOP) module implementation in the SAP/R3 project.
  • Part of the implementation project of Materials Management and Production Planning modules of SAP/R3.
  • Supply chain management representative in the Imported Products and Personal Products Strategic Business Units.
  • Representative for Dominican Republic in Unilever Caribbean’s supply chain management team.