Steve Ciniello

About

With a Bachelor's degree in Honours Sociology from the University of Guelph and a Post-Graduate degree in Global Business Management from Humber College, this individual has a strong educational background. Their professional experience includes roles such as Product Marketing Manager at PocketHealth, Brand & Product Marketing Manager at Fluent Beverages, Associate Brand Manager at Auxly, Associate Brand Manager at Spin Master, Market Research Specialist at Spin Master, Marketing and Community Outreach Team Member at City of Mississauga, and Marketing Specialist at NLI Solutions. They have demonstrated expertise in product marketing, brand management, market research, and community outreach. Their achievements include successful digital marketing campaigns, product innovation, and management of marketing budgets. With a track record of driving results and managing diverse responsibilities, they have proven themselves as a valuable asset in the marketing and brand management field.

Experience

• Product Marketing Manager · PocketHealth06-01-2022
• Brand & Product Marketing Manager · Fluent Beverages01-01-2021 – 06-01-2022

  Managed the briefing, development, and execution of on-going digital marketing campaign for everie CBD beverages that resulted in 20m+ impressions, 15% increase in aided product awareness and a 51% share of CBD beverages in 2021. Developed annual product marketing & brand plans and lead the execution of all initiatives which included Snapchat ads, TheScore ads, Blog TO Sponsored Content, Programmatic ads and in-store retailer display communications. Lead the development of all CBD beverage innovation by translating insights from consumer research & market data into product concepts that resulted in 6+ commercialized products and more than $500k in incremental revenue. Lead all external agency briefings and execution for the development of initial brand creative, positioning, retailer sell-in strategy and marketing launch plan for two new CBD beverage brands 7Wanders and Kitset. Managed marketing budgets of $2-4MM and accountable for monthly accuracy and reporting while working with on-going changes based on business developing needs and strategic brand priorities.

• Associate Brand Manager · Auxly10-01-2019 – 01-01-2021

  Launched Foray as a new cannabis brand in January 2020, which included the development of positioning, consumer messaging, and the commercialization of innovation which resulted in Foray achieving a top 5 share of the vape and edible categories across all provinces. Developed and executed brand activation strategy, including briefing internal & external agencies & working with internal cross functional teams to ensure that product launches are on-time to support marketing plans. Managed the day to day execution of Media, Digital, PR, and Ecomm for Foray & Dosecann, such executions include a dry January earned media campaign that resulted in over 10 million impressions and a sponsored article in the Globe & Mail.

• Associate Brand Manager · Spin Master04-01-2018 – 10-01-2021

  Managed P&L for three core brands & new brands under development and ensured product COGs, product & customer margins, marketing spend & sales volumes all met business unit KPIs. Developed marketing strategy & positioning in coordination with Centers of Excellence teams (Creative, Social, Digital, Retail, Experiential) to create marketing assets (TVC, sizzle, digital ads) used for all product launches & key tentpole events. Developed & executed digital marketing campaign for the 58th Etch A Sketch day (July 12th) that promoted a 58% off price promotion with Walmart & Target using on-site banner ads and influencers, resulting in a 250% YoY increase in product sales.

• Market Research Specialist · Spin Master03-01-2017 – 10-01-2021

  Conducted over 80 quantitative research projects ranging from concept screening, packaging development, and toy design preferences and regularly presented results to Brand Managers and other senior leaders. Developed an influencer campaign that resulted in a reduction of over $25,000 in panel member recruitment costs annually. Created marketing analytics reports using NPD to analyze brand performance and track upcoming market trends and product forecasting, reported results to various leaders throughout the organization. Lead qualitative research projects including focus groups, play tests, and consumer experience testing to assess new products, and optimize existing products.

• Marketing and Community Outreach Team Member · City of Mississauga05-01-2015 – 08-01-2015

  Planned and coordinated various community events that engaged over 10,000 customers and resulted in a 44% Presto adoption rate among Miway users. Communicated MiWay programs and public initiatives such as the student ambassador program, PRESTO, service changes and the Mississauga Transitway. Helped develop communication strategies and tactics to better control brand messaging of MiWay at events. Implemented and analyzed marketing statistics to support the organizations social media strategy. Project leader responsible for planning and operating events such as PanAm Torch Relay, PanAm Opening Ceremonies and Buskerfest.

• Marketing Specialist · NLI Solutions03-01-2014 – 09-01-2014

  Assisted in the launch of introducing new products into our customers loyalty programs. Regularly conducted pricing analysis on products for the purpose of ensuring that they remained profitable for the company. Analyzed customer and product reports in order to forecast inventory which was used to reduce stock outs. Handled all special requests from key accounts such as airmiles, RBC visa, RBC bank, and TD visa. Managed company social media accounts including twitter/facebook, and also developed a Facebook account for Veho Canada which now has over 2000 followers.

Education

• University of GuelphBachelor's degree, Honours Sociology
• Humber CollegePost-Graduate, Global Business Management

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