Steve Cherry
Product Brand Management - XS Energy Drinks & Sports Nutrition
- Role
- Brand Manager - Xs Energy Drinks & Sports Nutrition at Amway
- Location
- Ada, MI, US
- LinkedIn followers
- 500 followers
Experience
Brand Manager - Xs Energy Drinks & Sports Nutrition
Oct 2014 — Present · Ada, MI, US
Brand lead for Amway North America’s XS Energy Drinks & Sports Nutrition portfolio (20% Macro revenue), with additional ownership of Perfect Empowered Drinking Water. Lead an adventure-lifestyle brand built to win with young, active consumers through trend-forward innovation, rapid development cycles, and high-impact go-to-market execution across Energy, Sports Nutrition, and CBD.Key leader in end-to-end brand and product innovation, supporting Amway’s formal acquisition of the XS brand in 2015 and the global creation of the XS Sports Nutrition sub-category. Delivered 28 new SKUs across 3 international markets in under two years, from concept through commercialization.Assumed full XS brand ownership in 2017, delivering 15+ margin points (250%) improvement over nine years through transformative innovation pipelines, portfolio optimization, and best-in-class launch strategies. Consistently executed GTM campaigns that outperformed forecasts through compelling brand storytelling and cross-functional leadership.Led the board-priority launch of Amway’s first CBD products, bringing two premium SKUs to market in just 9 months, nearly 2 months ahead of an aggressive mandate, and establishing a scalable foundation for category expansion.Also led development of XSFit, a holistic fitness platform connecting products to active lifestyles, supporting 30K+ monthly users with goal setting, nutrition guidance, supplementation, and 250+ on-demand workouts. Drove technology platform enhancements to develop XS Stacks, customizable product bundles that align to XSFit programs. Taking the guess work out of finding the right products to achieve specific goals.
Education
Michigan State University - Eli Broad College of Business
Masters, Hospitality Business / Food Science
2000 — 2002
Davenport University
Amway Leadership Certification Program, Business, Management, Marketing, and Related Support Services
Michigan State University
B.S., Marketing
1996 — 2000
Skills
- Google Analytics
- Media Planning
- Brand Management
- Marketing Strategy
- Social Media
- Shopper Marketing
- Product Marketing
- Social Networking
- Brand Awareness
- Social Media Marketing
- Web Analytics
- Integrated Marketing
- Crm
- B2b
- Direct Marketing
- Strategic Partnerships
- Marketing Research
- Sem
- Multi-Channel Marketing
- Marketing Management
- Email Marketing
- Strategy
- Market Planning
- Digital Marketing
- Relationship Marketing
- Interactive Marketing
- Online Advertising
- Online Marketing
- Mobile Marketing
- Event Management
- Digital Strategy
- Market Research
- Copywriting
- Digital Media
- Advertising
- Lead Generation
- Product Launch
- Brand Development
- Corporate Communications
- Competitive Analysis
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