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Work Background
SmartPakHead of Brand Marketing
May. 2024Plymouth, MAAs Head of Brand Marketing, I led the full corporate rebrand from SmartPak to SmartEquine, redefining the brand’s positioning, tone, and visual identity across consumer and veterinary channels. Partnered across Marketing, Product, Sales, and Customer Care to ensure a seamless transition, overseeing the rollout of creative assets, brand guidelines, website refresh, and launch communications. Spearheaded the launch of EasyPouches, an innovation in SmartPak’s AutoShip business model. Led omni-channel and CRM strategy—from creative brief to campaign activation and performance analysis—to drive awareness and adoption. Partnered with an external agency to conduct veterinary and supplement market research, guiding SmartEquine’s B2B and B2C marketing strategy, messaging, and partnership approach. Managed and developed a cross-functional team of nine, including Campaigns, Social, Events, Sponsorships, PR, Partnerships, and Creative, while also leading the in-house creative team and external agency of designers, copywriters, and project managers. Represented SmartEquine at major consumer events (Kentucky Three-Day Event, Equine Affaire) and veterinary conferences (AAEP, NAEP), leading booth design, activation strategy, and event performance analysis to strengthen engagement and conversion.
SmartPakMarketing Manager - Equine
Apr. 2022 - May. 2024Plymouth County, Massachusetts, United StatesAs Marketing Manager for SmartPak’s Equine Division, I led a high-performing team spanning Campaigns, Events, Sponsorships, PR, and Partnerships—aligning strategy, execution, and performance across B2B and B2C channels. My role focused on strengthening SmartPak’s position in both consumer and veterinary markets through integrated, data-driven brand initiatives. Developed and executed go-to-market strategies for new product launches, seasonal campaigns, and category expansions, ensuring alignment between creative direction, customer insights, and business goals. Partnered cross-functionally with Product, Merchandising, and Customer Care to deliver cohesive customer experiences and optimize brand messaging. Built and maintained strong relationships within the veterinary community, supporting educational programs, sponsorships, and conference activations that elevated SmartPak’s credibility in equine wellness. Implemented competitive landscape frameworks to identify whitespace opportunities, guide innovation, and inform product positioning. Oversaw performance analytics and testing across email, digital, print, and event channels to continuously refine marketing effectiveness, engagement, and retention. This role deepened my expertise in strategic planning, cross-functional collaboration, and omnichannel campaign management—laying the foundation for my promotion to Head of Brand Marketing and leadership of SmartPak’s corporate rebrand to SmartEquine.
NEW ENGLAND DRESSAGE ASSOCIATION INCBoard Member
Dec. 2021
SmartPakMarketing Manager - SmartPaks
Jan. 2020 - Nov. 2022Plymouth, Massachusetts
SmartPakSenior Marketing Coordinator - Retention
Jul. 2019 - Jan. 2020Plymouth, Massachusetts
SmartPakColiCare Program & Marketing Coordinator
Jan. 2015 - Jun. 2019Plymouth, USA
WayfairGerman Speaking Merchandising Quality Assurance Analyst
Jul. 2014 - Dec. 2014Boston- Performed Quality Assurance with large sets of data, which included transforming, supplementing and adding new product data for the online product catalog using Excel, SQL and other in-house software
- Classified and attributed products to improve site search functionality, editing and assessing product image quality and content
- Above tasks were performed for the English and German website
Viviane Pilicy DressageTraining, Sales, and Import
Apr. 2014 - Nov. 2022Greater Boston AreaSpecialized in importing quality German Riding Ponies and Small Horses. USDF Silver Medal USDF Certified Dressage Instructor through Second Level L Program Graduate with Distinction https://www.vivianepilicydressage.com/
John DeereMarketing Specialist
Feb. 2012 - Jan. 2014Mannheim und Umgebung, Deutschland-Market Research & Product Development
•Developed questionnaires for different product development and improvement projects which required interviews with dealers, salesmen and customers in several countries, collected the data, analyzed and presented it and finally implemented the product changes. •Created and presented specific product offerings which included analyzation of competitors’ technical data, market analysis, and pricing evaluations. •Managed customer focused meetings regarding the validation of prototype products. The events included 4 – 8 countries and approximately 30 customers each.
-Advertising
•Created and conducted photo and video programs
•Produced product videos for the John Deere homepage
•Designed and developed a 25 page product brochure
-Product Training
•Managed in/outdoor product training for internal employees
•Created training materials and conducted in/outdoor product trainings in collaboration with the Training department for Salesmen from Europe and CIS states
-Market Introduction & Sales Support
•Organized and conducted large outdoor product events that had 300 – 1,000 people in attendance
•Demonstrated and presented new product features, technologies and key selling points to Sales, Distributors and Dealers to help them improve their sales
•Updated and maintained the internal John Deere online ordering attachment system homepage used by Dealers and Salesmen.
• Wrote several product announcements and sales manuals for Dealers, Salesmen and Customers explaining product updates, feature implementations and new product introductions
-Logistics & Interns
•Managed the orders, logistics and transportation of equipment for all events described above. Also responsible for buildup and tear down on site
•Management inventory of about 100 front loaders and implements
•Recruited and hired interns for the department also supervised their work and school projects which included their Bachelor and Master Thesis, as well their final evaluation
John DeereMaster Student
Jul. 2011 - Jan. 2012Mannheim Area, Germany- Master Thesis topic: "World Wide Customer Driven Research for a Product Portfolio Definition Leading to Specific Allocations for Regional Implementations. Based on the Example of a front loader Line from John Deere."
- Thesis contains over 100 pages
- Department: Front Loader Marketing, Product Marketing Department
Goethe InstitutAdministrative Assistant
Jun. 2009 - Aug. 2009Schwaebisch-Hall- Main project: Organization of the summer festival with 500 visitors - topic; bringing cultures and languages together
- Assistant for group of engineers from Iraq which included several company/factory visits
- General course assistant responsible for administrative tasks and cultural integration
John DeereBachelor Student
Nov. 2008 - Feb. 2009Mannheim Area, Germany- Bachelor Thesis Subject: “Developing a marketing concept concerning communication policies for the 5M Series Tractor”.
- Thesis contains over 60 pages
- Department: Mid size Tractor, Product Marketing Department
John DeereHR Intern
Feb. 2008 - Aug. 2008Mannheim Area, Germany- Internship Project: Organized and conducted the very first “Recognition Day“ with 500 elected employees from the Mannheim and Bruchsal John Deere factory locations.
- Support and own responsibilities in the daily administrative work in the HR department. - Voluntary: Head of interns; organized leasure time activities and company informational presentation sessions for interns (about 40) from all departments.
Avipa Event AgencyEvent Agency Intern
Aug. 2004 - May. 2005MannheimSupported the organization and conduction of European wide events and incentives for customers
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