Vivian K.

Experience

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  Stanley Black & Decker, Inc.

  Global Head of Brand Marketing, Black + Decker

  Apr 2025 - Present

  • Drove a $1B+ global brand transformation and multi-year growth strategy. Reporting to the Global GM to align regional P&Ls, marketing, and sales leaders under a unified global-to-local operating model.
  • Built and scaled a modern, insights-led marketing organization, institutionalizing global segmentation, brand measurement, and investment governance to enable data-driven decision-making across markets.
  • Drove enterprise-wide brand and commercial impact through integrated global campaigns and scaled launches (e.g., Dustbuster Reveal), delivering double-digit increase in traffic and sell-through, and e-commerce growth; reversed decline in the U.S. cleaning business from double-digit declines to flat, with projected growth for 2026.
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  Walmart

  Marketing Director, Private Brands Apparel & GM

  Jul 2022 - Feb 2025

  • Built new marketing private brand capability focused on the development and renovation of a $40B portfolio of private brands in Fashion, Home, Hardlines, Entertainment, Toys and Seasonal categories.
  • Overhauled $2B young adult brand, No Boundaries, by renovating brand identity to improve relevancy, increase brand impression and penetration with Gen Z. Relaunch of the brand garnered 1K+ stories, saw 27% of customers being NEW to the brand, steady increase in brand perception.
  • Created new private tween fashion brand, Weekend Academy, from white space opportunity, including all positioning and brand identity development. Led from concept to launch for Back-to-School season.
  • Developed brand strategy and roadmap with the update of 10 other private brands including redesigning $9B home private brand with 70% US HH penetration and 10K+ SKUs.
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  Apple

  Global Brand Lead, Retail Seasonal Marketing

  Feb 2022 - Jul 2022

  • Led global strategy and creative development for Apple Retail and Online Store seasonal initiatives, including high-stakes Holiday 2022 campaign.
  • Integrated brand storytelling across channels, aligning in-store and e-commerce experiences to drive seamless customer journeys.
  • Directed cross-functional programming and marketing to bridge the gap between product innovation and global retail execution.
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  Walmart

  Marketing Communications Lead

  Aug 2021 - Jan 2022

  • Led end-to-end marketing communications programs to strengthen brand reputation and storytelling across earned, owned and paid channels.
  • Owned executive and product communications for major launches, translating technical product value into clear press and partner narratives.
  • Built media relations and influencer outreach frameworks to secure coverage in trade and mainstream outlets and increase share-of-voice.
  • Designed measurement and reporting dashboards to track PR reach, message pull-through and campaign KPI performance for cross-functional stakeholders.
  • Coordinated internal communications and sales enablement materials to ensure consistent go-to-market messaging and faster time-to-value for partners.
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  Walmart

  Marketing + Media Communications, Senior Manager

  Sep 2020 - Aug 2021

  • Owned media & content strategy to amplify strategic initiatives and product launches, producing integrated plans across social, digital and industry media.
  • Developed CMO and executive communications (talk tracks, speeches and presentation decks) for marquee events and industry panels.
  • Launched high-visibility earned-media activations, including the company’s first livestream commerce pilot that generated immediate national coverage (777 stories within 72 hours).
  • Partnered with paid media and analytics teams to align creative messaging with audience targeting and measurement, improving campaign efficiency and attribution.
  • Managed agency and vendor relationships to scale content production and programmatic distribution while maintaining brand consistency and ROI focus.
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  Walmart

  Associate Director, Marketing Communications

  Jan 2020 - Jan 2022

  • Led 360 marketing communications and brand storytelling across media, customers, and investors, leading to increased brand trust and NPS. Built comprehensive plans supporting key product launches and corporate initiatives to strengthen brand reputation and industry credibility.
  • Led CMO executive communications including developing strategy and content speechwriting for high impact external events: Advertising Week, Forbes CxO Nexus, ANA Masters of Marketing and more.
  • Drove earned media and amplification of strategic programs and initiatives including first-ever livestream shopping experience on TikTok. Initial announcement got 777 stories within first 72 hours.
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  Walmart

  Senior Brand Manager, Walmart Connect

  Jul 2019 - Sep 2020

  • Spearheaded brand evolution and master narrative for Walmart Connect, Walmart’s advertising business, ensuring executional excellence across entire brand including sales collateral and presentations; drove a 10% increase in NPS through unified storytelling.
  • Orchestrated GTM segment strategy for Self-Serve and Automation products; partnered with sales leaders to drive market adoption, scaling Sponsored Product revenue from 12-45% of total mix.
  • Directed digital GTM and content strategy to fuel demand generation; optimized the customer journey to deliver a 25% increase in traffic and high-value lead acquisition for strategic accounts.
  • Architected experiential marketing strategies and high-touch content for tentpole industry events (e.g., CES) to engage and inspire C-suite leaders at the world’s largest advertisers.
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  Rodan + Fields

  Brand Manager

  Dec 2017 - Jun 2019

  • Business and marketing owner at premium skincare company for UNBLEMISH, the #1 premium acne brand in North America and SPOTLESS, a new acne brand specifically designed for teens and young adults.
  • Launched new brand, SPOTLESS, as a powerful new entrant in the acne category. Led brand strategy and positioning, packaging development, forecasting and pricing, go-to-marketing strategy and execution.
  • Identified growth opportunities for acne category and formed innovation pipeline to drive long-term growth and provide an incremental $150MM in revenue over 4 years.
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  Mattel, Inc.

  Global Brand Marketing Manager

  Mar 2016 - Nov 2017

  • Developed holistic digital ecosystem for Monster High brand to ensure consistent and engaging experience. Highlights: first Mattel brand on Snapchat, second brand to hit 1M subscribers on brand’s YouTube channel.
  • Led philanthropic partnership with Lady Gaga’s Born This Way Foundation. Created and executed multi-year Kind Monsters campaign, product line, app integration, and Kind Monsters EDU program.
  • Launched global campaign for Zomby Gaga, a fashion doll inspired by Lady Gaga, with break frame stop motion music video, integrated media plan with Nickelodeon, and best-in-class social, digital, and PR. Campaign resulted in 1+ billion media impressions with doll selling out at all retailers.
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  Mattel, Inc.

  Manager, Global Brand Marketing

  Mar 2016 - Nov 2017

  • Led global brand strategy and 360 creative for flagship IP, translating product and storytelling into scalable global-to-local toolkits.
  • Spearheaded integrated campaign launches that combined TV, digital, social and retail activations—delivering outsized earned-media results and retail sell-through.
  • Built strategic entertainment and music partnerships to deepen emotional resonance with core audiences and extend reach across platforms.
  • Delivered creative assets and distributor toolkits that enabled regional teams to localize executions while preserving global brand equity.
  • Established measurement approaches to track brand health and campaign impact across digital engagement, PR impressions and retail performance.
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  Mattel, Inc.

  Global Brand Marketing Associate

  May 2014 - Mar 2016

  • Spearheaded YouTube takeover for Monster High with new music video featuring 5 influencers. Campaign resulted in 5.3MM video views, 380MM media impressions,12% increase in subscribers within first 24 hours.
  • Created music strategy for Monster High; activated campaign for movie musical with playlists on streaming platforms, lyric videos, pre-roll assets. Soundtrack debuted #5 on Billboard’s Children’s Music Charts.
  • Led global product development for Sofia the First including customer target, brand strategy, product strategy, pricing, costing for new toys.
  • Developed global TV commercials for Sofia the First, owning the process from creative brief to TV shoot to ad testing.
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  Mattel, Inc.

  Associate, Global Brand Marketing

  May 2014 - Mar 2016

  • Owned digital and content ecosystem development for Monster High, driving platform-first distribution (Snapchat, YouTube) and audience growth.
  • Executed a YouTube takeover and influencer-driven campaign that generated multi-million video views (5.3M) and hundreds of millions of media impressions (≈380M) with immediate subscriber lift.
  • Developed cross-media music and content strategies tied to product launches, including soundtrack and streaming activations that supported franchise momentum.
  • Led global product marketing workstreams (positioning, creative briefs, TV commercial production and ad testing) to ensure cohesive storytelling from concept to shelf.
  • Activated strategic philanthropic and brand partnerships to elevate purpose-led storytelling and broaden brand relevance among parents and kids.
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  Mars, Inc.

  Commercial Manager, Graduate Leadership Development Program (GLDP)

  Aug 2013 - Apr 2014

  • Rotational commercial role within Mars’ Graduate Leadership Development Program driving end-to-end P&L responsibilities for a snack portfolio.
  • Commercialized a new COMBOS flavor that launched 16% above forecast and delivered $1M in sales within the first two months.
  • Owned PR and digital-first campaign strategies delivering tens of millions of impressions (e.g., 38.5M impressions for a 2012 PR campaign and 39M impressions for a short viral activation).
  • Built an innovation pipeline and led consumer testing (BASES) to inform new flavors and roadmap prioritization.
  • Collaborated with cross-functional teams (R&D, sales, supply chain) to accelerate speed-to-market and optimize promotional performance at retail.
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  Mars, Inc.

  Associate Brand Manager, Graduate Leadership Development Program (GLDP)

  Aug 2012 - Aug 2013

  • Served as associate brand lead in the GLDP with responsibility for brand strategy, GTM planning and activation for national snack SKUs.
  • Designed and executed the brand’s first online content series and large-scale activations that produced sustained earned reach and PR momentum.
  • Directed pricing, forecasting and promotional planning to meet aggressive sales and distribution goals.
  • Established innovation screening and commercialization processes to feed the multi-year product roadmap and incremental revenue opportunities.
  • Partnered with agencies to produce integrated TV, digital and social creative that supported trial and repeat purchase at retail.
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  Mars

  Graduate Leadership Development Program, Associate Brand Manager

  Jan 2012 - Jan 2014

  • Led commercialization of new flavor, COMBOS 7 Layer Dip Tortilla; launch performed 16% better than forecasted delivering $1MM in sales in two months and won two industry awards in 2013 for “Best Snack.”
  • Executed brand’s 1st online series for 2012 PR campaign, generating 38.5MM media impressions. Built the 2013 strategy and successfully executed the Most Epic Pizza Delivery, which generated 39MM impressions in just 48 hours.
  • Established innovation pipeline for COMBOS brand including creating a go-to-market strategy for 2014 product, designing critical elements of 2015 new flavor platform, putting concepts through BASES testing for 2016 flavor ideas.
  • Led marketing mix analysis to ensure efficient budgetary allocation and ROI evaluation for all programming.
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  National Association of REALTORS®

  Trademark & Insurance Associate

  Mar 2009 - Jul 2010

  The National Association of REALTORS® (NAR) is the largest U.S. trade association for real estate professionals, providing advocacy, legal resources, education and member services across residential and commercial real estate.

  • Managed trademark portfolio and brand protection efforts, including clearance, monitoring and enforcement actions to protect association IP.
  • Supported insurance program administration and partner coordination for member-facing risk mitigation solutions.
  • Coordinated with legal counsel and external agencies on infringement matters, cease-and-desist actions and brand-use policies.
  • Developed internal training materials and governance processes to ensure consistent trademark usage across communications and partner assets.
  • Conducted risk assessments and maintained documentation to support audits, renewals and claims processes.
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  Northwestern Mutual

  Financial Associate

  Jan 2008 - Dec 2008

  LearnVest (now part of Northwestern Mutual) provides financial planning tools and advice; Northwestern Mutual is a large financial services firm offering wealth management, insurance and planning solutions.

  • Advised clients on financial planning fundamentals—budgeting, protection needs and long-term savings strategies—aligned to firm best practices.
  • Prepared financial plans, insurance analyses and product recommendations to support client goals and risk profiles.
  • Managed client relationships and intake processes, ensuring compliance with internal policies and regulatory requirements.
  • Collaborated with advisors to develop case materials, projections and proposals to support new business opportunities.
  • Supported operational activities including underwriting liaison, policy servicing and performance reporting to improve client experience.