Dana Doron

Experience

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  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 brand strategy, managed brand & package redesign, and overseeeing e-commerce strategy overhaul for Naturcolor
  • 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 consumer insights research and created brand refresh strategy for Canadian fashion brand Encircled
  • Advising Drift Sports on transitioning from biking shoes to urban lifestyle shoes.
  • Developed growth strategy for Rise Bar, MixPerfume, and Emilie Heathe cosmetics.
  • Conducted fast-track innovation and retail testing for General Mills and Chiquita.
  • 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.
  • Crafted sales story for popchips leading to $3MM in revenue within 7 months.
• 

  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.
  • Drove retail testing strategy and won placement with CVS
  • 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.
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  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.
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  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.
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  Nature's Cure

  VP Marketing & Innovation

  Dec 2000 - Sep 2009

  Health and beauty products company combining conventional and natural treatments

  • Increased retail 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.