Hayley Krasnow
Sr Associate Brand Manager Iams Brand @Mars
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WORK HISTORY
Sr Associate Brand Manager Iams Brand @Mars
Nashville, TN, US
IAMS Innovation Pipeline: • Translate consumer insights, market data, and category trends into winning propositions that inform multi-year innovation pipeline.• Spearheaded end-to-end launch of IAMS 2026 innovation: IAMS™ High Protein, IAMS™ Pouch, and IAMS™ Kitten Salmon Formula.IAMS Brand Management: • Pioneered Data Driven Marketing (DDM) campaign using Ai-driven technology to drive fast to market messaging at scale. • Developed a Point of Market Entry (POME) strategy to unlock long-term HHP & capture lifetime value ($RSV) of pet.IAMS Ecosystem & Partnerships:• Established cross portfolio partnerships with Wisdom Panel & Whistle, launching integrated cross-sell campaigns that solved key pet parent pain points. • Scaled IAMS Digital Health Hubs and launched PETconnect chatbot, delivering “experiences beyond product” through vet-connectivity and digital experiences.
EDUCATION
University of Oklahoma
Master of Business Administration - MBA
University of North Texas
Business, Marketing
SKILLS
ABOUT HAYLEY KRASNOW
Specialties: Manufacture “Client Side”: Brand Marketing, CPG Marketing, Agency Relations, Brand Management, Cross Functionality, Strategy, Communication & Presentation Skills, Brand Credibility. Agency Side: Brand Management, Client Relations, CPG Marketing, Automotive Marketing, Shopper Marketing, Project Management, Production (TV/Radio/Digital/Print), Production Shoots, Networking, Proofing, and Presentation.
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