Karen Martin

Experience

1. Senior Brand Director - Oral Health Care - Crest

   Procter & Gamble

   Nov 2022 — Present · Cincinnati, OH, US

   After 3 years in Boston on Gillette, I returned to Cincinnati, OH to join North America Oral Health Care. I led the Crest toothpaste business for 2.5 years focused on downstream delivery, and now I lead both downstream delivery and upstream innovation planning for 4 other oral care accelerator businesses across Crest, Fixodent, Native, and Burt’s Bees toothpaste. I lead a cross-functional team responsible for delivering revenue and profit targets, as well as market share, household penetration, and category growth across 4 P & Ls. I provide strategic direction, codify effective business models, and define requirements for growth transformation. I partner with retail customers to develop mutually beneficial 3-year growth plans, including e-commerce acceleration and assortment differentiation. I developed a new advertising campaign for Crest to enhance brand equity and increase retail sales, leveraging AI-enabled consumer research methodologies to optimize performance. I create advertising and communication behind a full-funnel media investment strategy. I partner with manufacturing to improve operational efficiency through portfolio simplification and production prioritization. Most recently, I oversaw the launch of the biggest Crest toothpaste innovation in the last 5+ years that is significantly exceeding expectations, driving total Crest toothpaste share and category growth.

Education

• Cornell Johnson Graduate School of Management

  M.B.A.

  2007 — 2009

• The College of New Jersey

  B.S., Finance

  1999 — 2003

Skills

• Market Analysis
• Shopper Marketing
• Financial Modeling
• Competitive Analysis
• Management
• Customer Insight
• Forecasting
• Consumer Products
• Market Research
• Brand Development
• Leadership
• Brand Management
• Cross-Functional Team Leadership
• Strategy