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Dana Doron
Dana Doron
Marketing leader focused on DTC & CPG brand, growth, GTM, and innovation strategy
I have 20+ years of diverse experience in traditional brand management, new product development, direct response, and DTC e-commerce.
My superpower is my ability to immerse myself in a business to quickly understand a brand, category, and target audience and identify growth opportunities, while also staying deeply involved in driving successful execution.
As a consultant, I've brought entrepreneurial, innovative thinking to large companies, like Del Monte, Clorox (Burt’s Bees brand), Guthy-Renker …
Work
BRAND REPOSITIONING
Background: Recognized primarily for their digestive benefits, prunes began to experience double-digit sales declines as the core consumers—women 55+—were dying off. Sunsweet realized that market expansion was imperative.
Action: I executed a repositioning effort to appeal to a new 35-55 year old target with:
- New contemporary packaging and displays communicating taste, health &am…
DIRECT-TO-CONSUMER START-UP GROWTH
https://www.mealenders.comBackground: MealEnders started selling their weight management product direct to consumers online in January, 2015. Cost per aquisition was too high and the company was unable to scale.
Action: After taking over marketing in May 2015, I jump-started the company's growth primarily by:
Shifting the brand from a pseudo-medicinal image to a warmer, more accessible personality w…
REVIVING GROWTH OF A MATURE SMALL BUSINESS
Background: Rise Bar's growth had slowed and then plateaued for the last 5 years of its 11-year run. The founder needed strategies to reinvigorate sales.
Action: I conducted a complete audit of the brand, its financials/sales data (Shopify, Amazon, & Google Analytics), all its touchpoints (website, social media, Amazon PDP, etc.) and advertising/promotional activity. I interviewed sta…
CUSTOMER RETENTION
Background: Guthy-Renker experienced several years of decline in the subscription stick rate and overall sales for Proactiv Solution. The product team's primary goal was to reverse that decline.
Action: I worked cross-functionally to ensure that the brand messaging of the infomercials was consistently conveyed via other tactics, thus reinforcing neglected elements of the Proactiv bra…
BRAND STRATEGY AND ARCHITECTURE
Background: Mountanos Brothers Coffee & Tea Company had a long heritage and small, but loyal customer base for its direct-to-consumer business. They hired a design firm to update their logo, packaging and website while still staying true to the brand. I was the brand strategy partner for the firm charged with developing the brand identity, architecture, and design briefs.
Action: I st…
BRAND EXTENSION INTO NEW CATEGORY
Background: Nature’s Cure, an Acne Treatment company, struggled to transition into new categories.
Action: I identified the Yeast Infection segment as a good fit with the key equities of the brand, including its "inside-outside positioning," and its appeal for desperation categories. And, I recognized that the less cluttered and image-driven nature of the segment would work to a small com…
Experience
Doron Consulting
Fractional CMO & Marketing Consultant
Oct 2011 - Present
Bringing an entrepreneurial, action-oriented test-and-learn approach to large companies and infusing classical brand marketing strategy along with scrappy tactical guidance to start-ups and small brands
- Developed growth strategy for Rise Bar and Emilie Heathe cosmetics.
- Assisted menopause and immunity supplements start-up HealthyUp with brand development and go-to-market digital strategy and execution.
- Worked with innovation team at Clorox/Burt’s Bees to develop non-adjacent category entries for the brand.
- Conducted fast-track innovation for General Mills and Chiquita.
- Crafted sales story for popchips leading to $3MM in revenue within 7 months.
- Led accelerated new product launch at Del Monte Foods.
- Advising Baru on business and launch strategy of tech-enabled on-demand localized manufacturing of custom furniture and cabinetry.
Qvale Technologies, Inc. (Towne)
Fractional CMO & Advisor
Sep 2021 - Oct 2022
Online marketplace and delivery service for local goods.
- Iteratively shaped brand, marketplace, and go-to-market strategy.
- Optimized growth strategy and creative leading to cost-effective visitor volume and more qualified customer acquisition.
- Built Klaviyo email/SMS program resulting in 6X increase in repeat customer rate.
Willpower Labs, Inc. (MealEnders)
Fractional CMO
Apr 2015 - Sep 2021
Direct-to-consumer e-commerce start-up selling a weight management product based on behavioral psychology and sensory science.
- In 1st year, drove sales of $1.1MM versus prior run rate of 200K and reduced CPA 40% with new Facebook strategy, proving concept for investment and publicity.
- Launched on Amazon, building to 25% of overall sales.
- Managed website revamp to increase CVR 25% and raise AOV 7%. Initiated pricing changes to further increase AOV by +12%.
- Led strategy for securing and leveraging 2017 appearance on ABC’s Shark Tank.
- Developed engagement and retention strategy that increased customer reorder rate by almost 80% and built mailing list to 100K subscribers.
- Negotiated blogger sponsorship resulting in 60% boost in annual sales.
- Crafted influencer marketing program leading to 300K views at $.03 per view.
- Began affiliate program that reached 7% of total sales in less than one year.
Naturalena Brands, Inc. (Veeda)
Fractional Head of Brand
May 2013 - Apr 2015
Natural period care start-up with e-commerce and brick-and-mortar distribution.
- Developed and executed brand strategy and launch plan for Veeda brand, selected and on-boarded vendor partners, and prepared creative for launch.
- Achieved double-digit monthly growth in Facebook and website engagement.
- Formulated sales strategy and presentations to secure distribution.
Guthy-Renker
Vice President, New Project Development
Sep 2009 - Jul 2010
Worldwide leader in building direct response TV brands like Proactiv Solution and Meaningful Beauty by Cindy Crawford.
- Collaborated with COO to reverse decline in Proactiv sales via brand-building and retention strategy leading to almost a whole turn increase in stick rate and over 40% topline growth. Initiatives included: o Working with Drs. Rodan & Fields to develop Proactiv’s 500+ FAQ database available to consumers online, and through customer service CRM system; supported with call center scripting and training. o Creating digital and print resources to pre-empt pain points leading to subscriber loss. o Re-introducing heritage elements of the brand in all communications.
- Created brand guide for Meaningful Beauty by Cindy Crawford and advised product teams on research and messaging for new food and cosmetic products.
- Established new product evaluation system that advanced investment initiatives by Guthy-Renker partners.
Nature's Cure
VP Marketing & Innovation
Dec 2000 - Sep 2009
Health and beauty products company combining conventional and natural treatments
- Increased sales + 52% in 3 years after taking over P&L, reversing prior declines.
- Led development and testing of several health & beauty treatments with 6 reaching successful national launch.
- Developed and launched feminine care line, growing to 26% of sales.
- Initiated Direct Response TV strategy that increased sales at cost savings of >50%.
- Built joint promotions that gained new distribution and display orders amounting to 30% of key season revenues.