COSMETICS
HEAD OF GLOBAL MARKETING
CHALLENGE
Younique Products went from start-up to a $1B dollar valuation in only 4 years, backed by an acquisition of 60% for $600M. They had rapid success that causes a lot of growing pains and a need for experienced leadership.
approach
I led a large team of exceptionally talented marketing and creative professionals for this beauty and cosmetics company, valued at over $1B. Responsible for marketing, communications, promotions, field marketing, international marketing, creative, public relations, and social media. Member of a leadership team that defined a growth strategy resulting in a 60% / $600M acquisition. Architect of Go-To-Market (360°) strategic frameworks for new product launches, promotions, new country launches, and marketing campaigns, resulting in more than $500m in revenue and back-to-back sales records.
- Led team of 40+ marketing & creative professionals, managing global marketing for 11 countries and 7 languages
- Promotional campaigns resulting in an average of $8.2M in sales per month with a high of 25M in April 2017
- Revitalized New Distributor Kit, resulting in 62K Distributor signups in January 2017, more than doubling the previously held monthly record and increased signups 71%
- Global and national creative awards for marketing, web, video, packaging, social media, and graphic design.
RESULTS
$50M
YoY Revenue Growth
$8M
Promo Revenue Per Month
22oK
Distributor Growth in 12 months.
“Bryan’s tremendous career experience in marketing have taught him how to consider the big, strategic picture while delivering on the details of execution. Bryan has a good business and marketing mind and is a solid critical thinker. His marketing breadth spans ‘upstream’ brand strategy and product development all the way ‘downstream’ to digital marketing, content, social media, and SEO. Bryan has a strong passion for his work and brings energy to each task!”
MATT COOLEY
PRESIDENT / YOUNIQUE
“Bryan has an exceptional work ethic, is a truly great guy. If you ever have the opportunity to work with him, take it!”
Matt Schleiffarth
BOARD MEMBER / YOUNIQUE
“Bryan has a passion for his craft and is a great leader! During the time I worked with Bryan, I saw him implement processes that helped his department evolve and scale to the amazing growth of the company. His creativity in developing campaigns, which were on point with the vision, mission, and brand of the organization was equally impressive. On top of all of the excellence in his work, Bryan is a wonderful person, focused on family, friends, and enjoying life.”
CORY BENCH
VP, CUSTOMER CARE AND SUCCESS / YOUNIQUE
“Bryan is a world class marketer. He always brings new ideas both in strategy and creativity to every project. He’s hard working, loyal, and committed to delivering marketing assets that will improve sales and brand awareness. Bryan is a great guy and a lot of fun to work with.“
JR WHITE
ART DIRECTOR / YOUNIQUE
“I worked with Bryan Adams while he was the VP of Marketing Department and was impressed by how hard he worked and his knowledge in the marketing area. Despite the fast work pace and rigorous work demands, Bryan was always ready to rise up to challenges and take on multiple tasks with his team. I had the most unforgettable time working with him and wish him all the best in his future career endeavors.“
DR. CANDY LAU
VP, SALES APAC / YOUNIQUE
“In our time working together, Bryan demonstrated an impressive understanding and application of marketing expertise. He developed comprehensive marketing strategies and frameworks that tangibly contributed to the company’s month-over-month growth. Applying his extensive experience and research, Bryan also spearheaded several initiatives to adopt new methodologies that have advanced the team’s ability to be ready and responsive to market trends. Bryan has a passion for continuous improvement. He makes research-based decisions, is thoughtful in his approach to all marketing strategies, and acts as a leader in the company for business-driving results. His management style is very open, genuine, and accepting. Although he is exceptionally creative, he also understands the importance of process, teamwork, and leadership, and how these foster personal and professional growth for himself, his peers, and his team.”
ALLISON KING
Sr. MANAGER, CONTENT OPERATIONS / YOUNIQUE
“Bryan is the hardest working person I know. There are days that he has slept at work because of the dedication he has to get the job done. He is is passionate about learning, growing and being the best he can be. He has been the greatest mentor to me and many others. He is so fun to work with and would recommend him to anyone.”
MEGAN NUFFER
DIRECTOR OF GLOBAL SALES OPERATIONS / YOUNIQUE
“Bryan is a person of outstanding character. He assembled a highly talented Marketing department that has been working together during the most outstanding growth stage of Younique. Bryan’s vision is always clear, concise, and helps understand what the ultimate goal is. He is an exemplary leader that any organization would be lucky to have. He truly stands by and for his team and looks for growth opportunities for the members of it. He is somebody you see as a friend and as a leader.”
EMILIO ZAMORA
SR. GRAPHICS DESIGNER / YOUNIQUE
“Bryan is a complete delight. He offers level-headed wisdom and manages large-scale projects with efficiency and ease. In addition to negotiating the desires of competing stakeholders, he is also able to incorporate his own experience to produce exceptional outcomes. But beyond the typical desirable traits, Bryan’s just an all-around great person. I’m glad to know him and am honored to have worked with him.“
JENNIFER DIFFLEY
SR. COPYWRITER / YOUNIQUE
“Bryan is a great leader with an infectious charisma, bold ideas and amazingly supportive of another’s input. His knowledge of the digital landscape is near unparallel and he left me with more than a few lessons on how digital marketing is done. Bryan knows how Ecommerce is done in the 21st century.“
CHRIS SNOKE
DIGITAL CONTENT MANAGER / YOUNIQUE
“I enjoyed working with Bryan. He’s handles the stresses of the workplace with confidence and great experience and all the while keeps his sense of humor. He is a friend to all he works with and has proved that he can boost a marketing strategy into action and reward.“
ALLISON GALLION
GRAPHICS DESIGNER / YOUNIQUE
THE WORK
STRATEGY
Rapid growth produces a lot of chaos and all teams were feeling the impact. Drawing on over a decade of consulting—working with the team—we quickly created order from chaos utilizing best practices, processes and systems.
Order From Chaos
- Agile, Scrum, Hoshin, RACI, MBO, and Kanban.
- Go-To-Market Frameworks: New Markets, Products, Promotions, etc.
- Cross functional alignment and execution.
- Data driven decision making through the development of user feedback and quantitative over anecdotal and qualitative analysis.
Starter Kit
Problem: Increase new Distributor Acquisition, reduce buyers remorse and increase early success for distributors.
Approach: We interviewed and surveyed hundreds and thousands of distributors and customers to better understand what they valued in the current and past kits. We utilized information gathered and applied it to multivariate analysis of kit sales to identify correlative key findings. These key points resulted in specific product selections and a first in market video card with a video panel that reengaged and provided next steps for the new presenter.
Results: 62K Distributor signups in January 2017 more than doubling the previously held monthly record. Increased signups 71% (315K) over 12 months. Increased success and retention rate by 18%.
Promotion Transformation
Problem: $4M average in monthly promotions isn’t really a problem, but how could we maximize success and delight the customers?
Approach: Success always starts with understanding the audience, historically what had been successful and reverse-engineering the framework to maximize results. Qualitative research and surveying combined with Quantitative Observation and Analysis produced valuable insights.
Results: Promotional campaigns resulting in $8.2M in sales per month— a high of 25M in April 2017.
FLAGSHIP Product RELAUNCH
Problem: Re-launch Younique’s flagship product in 11 countries an 7 languages.
Approach: Utilizing newly proven GTM product launch frameworks combined with stunning 360° creative assets driven by a strategy based on the socratic argument methodology with assets specifically touching on credibility, emotion and logic and the results speak for themselves.
Results: 80,000+ units sold in the first 24 hours of launch.
RELAUNCH // SIZZLE
RELAUNCH // SCIENCE
RELAUNCH // ANTHEM
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I love to solve problems—little, big, simple, complex—whatever necessary to produce results.
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