KRISTY BLAZEK

Achievements

SKU Optimisation & ANZ Alignment Program - '20 - '23

• $200k savings in '22 through SKU Optimisation program. Targets over achieved, with 1054 reduction of Finished Goods SKU count since Jan '20.
• Led cross functional team to execute complex ANZ alignment projects on Solagard & Forestwood. Deletion of 4 brands & improved efficiencies with one unified offer.
• Line-by-line transition management & leadership with Supply Chain & Sales to ensure successful transition, no impact to customers and clear, actionable information for teams.
• Integral in securing Mitre 10 NZ's strategic partnership, with a Wattyl master brand led portfolio in interior. $4.4m sales Y1, with $1.5m incremental ranging through ANZ trade & retail.

Associated Products Growth Project - '20 to '22

• Led the AP growth strategy, to increase painter share of wallet through stores. Growth achieved with range additions in new & existing categories and tailored A, B & C planograms across the network. Ranging & layouts tested & validated through painter research.
• Australian rollout successfully implemented across entire network (80 stores), NZ AP range workshopped & finalised, for '23 rollout (16 stores).
• AP to paint sales ratios increase from 12% to 15%. Accessories share of shelf from 35% to 65%.
• Incremental net margin of $1.77m in '21 & $1.65m in '22 (incl. M&A).
• 16% reduction in AU inventory value ($1.03m) & 34% drop in DOI (272 to 180). NZ had 39% reduction in inventory value ($526k) & 33% drop in DOI (324 to 218) in '22.

Incremental Merger & Acquisition project - '22

• Led the product team to execute significant, complex over-and-above M&A projects under extreme time & system/process pressure.
• Deep cleanse and analysis of complex & messy data file. Review of 59k+ SKUs in a month. Ongoing cleanse to improve data integrity, removed 800 SKUs discontinued by suppliers.
• Led team to successfully set up 5.7k SKUs ready for initial stocktake, valuation & trading.

Product & Category Function Setup - '19

• Led the establishment of processes for category and SKU reviews, including development of SKU efficiency dashboards, range review templates, category & performance reports.
• Developed process for SKU transition management and global NPD process via Navigator.

Responsibilities

• Lead Product and Category Marketing Function as a driver for business profitability, across Finished Goods and Associated Products.
• Lead Global Product & Category leverage with Hempel (previously SW USA).
• Lead Product and Category Marketing Strategy – Three-year and Annual Plans.
• Lead Product Innovation, NPD pipeline and Gate Process.
• Capture Market, Competitor & Customer Intelligence including gaps & opportunities.
• Lead Category Management process, including category reviews, growth plans, performance metrics, dashboards & Category in-store plans.
• Lead Ranging across channels, with focus on optimal customer-led ranging for COS, store
  profitability and category performance
• Lead Product Lifecycle Management including entries, exits and performance by SKU
• Lead Product marketing communication & maintenance of collaterals along with Product portfolio education & training in collaboration with technical.
• Develop Category promotional strategy for Associated Products.
• Maintain Category Marketing spend +-2% to forecast

Achievements

Wattyl Brand Platform Launch - 2019

• Developed Wattyl brand platform "Don't Worry, it's Wattyl" and launch strategy, including "Wattyl Test Lab" campaign. Reached 6m people on $650k budget (including creative).
• Engaged in lengthy consultation process with internal stakeholders and agency to meet Wattyl's trade-led organisational goals, futureproofing for use across ANZ with DIY & Retail audiences. Created a memorable campaign mechanic to leverage for future NPD.

Wattyl I.D Advanced Brand Re-Launch - 2018

• Cross-functional project lead for launch of Wattyl I.D Advanced at ultra-premium tier, in competitive interior paint category.
• Successfully managed milestones to calendar, including digital updates, adhering to EOI commitments with key accounts and launching to sales force across ANZ.
• Brand has leaped from $1.8m sales in '17, $10.7m in '19 to $15m in '22.

Master Brand Led Packaging Revamp - 2018

• Led a complete overhaul of Wattyl packaging strategy with focus on master brand led portfolio across 3 quality tiers (200+ SKUs in I.D Advanced, Wattyl Ultra and Wattyl Trade).
• Insight led, tested via consumer and trade focus groups.
• ANZ conference launch & sell in to key customers, IHG, Paint Place, Paint Spot and Crowies.
• From '17 to '19, incremental sales of $1.2m in trade brands (Solver to Wattyl) and $4.7m in Ultra Premium Interior portfolio (Interior Design to I.D Advanced + supporting preps & trims).
• In '19, Wattyl Ultra took over Solagard as highest selling sub brand in the business at $29m.

Solagard Brand Campaign - 2017

• Achieved internal sign off of largest media campaign in business in 5+ years ($1.1m).
• Achieved significant bonus delivery in TV buy (over 50%) and reached 2.5m+ people through a highly targeted digital campaign, directing consumers & trade to geo-located Wattyl stockists.
• Resulted in $1.7m incremental Wattyl Solagard sales '17 to '18.

Responsibilites

• Led the development and implementation of ANZ brand and communication plans for the consumer and trade channels, supporting the channel joint business plans. Worked to achieve sales, profit & brand health objectives.
• Led brand strategy for Wattyl, Solver and Valspar ANZ.
• Ensured the brand platform & target consumers were understood through effective communication to internal stakeholders & key strategic retail customers.
• Led and managed annual integrated media campaign.
• Managed media agencies, including briefing, planning and execution.
• Reported on competitor spend, media and market activity quarterly.
• Monitored and tracked brand health metrics & ROI measures to ensure effectiveness of brand campaigns, media mix & initiatives.
• Managed brand marketing expenditure within agreed budget.
• Led development of all aspects of new brand launches including brand positioning, pricing, packaging and communication strategy.
• Developed brand identity & voice including logos, colours, typography, images & comms messages, ensuring compliance across the business.
• Marketing lead & cross functional T60 leader.
• Vacant Digital Marketing Manager for 18 months. Managed & maintained digital platforms, agencies, website updates, maintenance of store locators & tracking analytics.

Achievements

• Successful GTM for Berlei 100th birthday, step changing sell-in experience by creating a “mini concept store” to showcase range (including launch of Womankind). Led to positive sales orders 20% over budget.
• Consistently over achieved stockturns target, reducing SOH value for F17 Q3 by $870k.
• Successful sell in & management of Berlei Bounce campaign outside of regular sell in season, meaning shorter time to market & incremental $2.1m "Open To Buy" budget from retailers.
• Achieved 9 growth opportunities for Berlei in F16, including additional colours, sizes & distribution outlets. Incremental sales for these styles in F16-7, saving key Berlei franchises from deletion.

Responsibilities

• Represented iconic clothing and underwear brands such as Bonds, Berlei, Hestia, Jockey and Voodoo across ANZ.
• Responsible for Seasonal & Basic product assortment planning for Berlei, in intimates and hosiery categories – 100+ products (approx. 2000 SKUs).
• Worked to strict calendar milestones & business hurdles (Sell through, margin, sales, SKUs).
• Cross functional collaboration to develop commercial seasonal ranges & big ideas.
• Regular analysis of consumer insights / trends, pricing structure, competitor activity, risk assessments and post seasonal & basic reviews (presented to internal/external stakeholders).
• Management of Profit/Loss & feasibility analysis for category, working to business sales hurdle ($35M) & margin hurdles to achieve highly profitable & commercial range.
• Product Lifecycle and stock management including SKU maintenance & development of product exit strategy.
• Worked closely with sales & operations on forecasting & budget development as well as developing sales initiatives for incremental dollars.
• Project managed seasonal sell in process, including - sampling; pricing; internal commercial sign off; workshops & product training; working with marketing on packaging & campaign execution; presentation of range to all stakeholders; work with operations for order placement.
• Mentoring of direct reports, managing performance & development plans, conducting weekly WIPs & monthly 1 on 1’s.
• Adopted “Lean” principles for more streamlined and faster time to market.

Achievements

• Buying trip to Chinese factories. Successfully sourced a new barware range to add to local brands Cuisena & Euroline. Resulted in 45% uplift in brand sales, year on year.
• Responsible for re-vamping company showroom and trade fair stand, resulting in greater customer traffic, a more satisfying experience for customers and greater sales.
• Sydney Brand Champion. Responsible for rolling out DKSH’s International branding project ‘GO’, in line with head office requirements in Switzerland.

Responsibilities

• Represented over 20 international consumer goods brands including Zyliss, Emile Henry, Microplane & Zwilling, primarily in the kitchenware category.
• Worked closely with the Marketing Manager & Managing Director to determine ongoing market position and requirements for all brands & products in the company portfolio.
• Liaised with the design agency for planning & production of advertising, packaging development, printing & photography requirements.
• Liaised with the PR agency regarding new product & brand launches.
• Recommended & developed advertising strategies.
• Worked with the Marketing Manager on media selection & bookings (consumer & trade), creative development & media budgets.
• Led planning & management of two trade fairs annually.
• Developed & maintained trade price list, produced a weekly newsletter for all staff & assisted with development of sales catalogue & promotional pages.
• Maintained internal image database & website.
• Worked with overseas suppliers on product development, packaging & customer concerns.
• Inventory management, adding SKUs as well as obsolescing & deleting slow moving stock.
• Responsible for presentation & upkeep of Sydney showroom

• Always achieved “excellent” for TV Buying in Woolworths KPI’s.
• Media planner/buyer working predominantly on Woolworths account, Tourism NZ & Pacific Publications.
• Responded to client media briefs based on fixed budgets & reach objectives.
• Liaised with the media reps to negotiate airtime & added value.
• Evaluated post analysis of media placed & organised compensation where necessary.
• Competitive reporting and meaningful analysis.
• Direction and supervision of three media assistants within group.