Vivian Krause

About

Global Brand Marketing executive with 15 years of experience driving $1B+ brand portfolio revitalizations through bold storytelling and commercial rigor. Leads integrated 360 campaigns, builds consumer insights and brand health measurement systems, and delivers data-driven omni-channel programs that improve traffic, sell-through, earned media, and customer engagement. Experienced building and aligning high-performing cross-functional teams and scaling brand strategy across complex global and retailer ecosystems.

Experience

• Global Head of Brand Marketing, Black+Decker · Stanley Black & Decker04-01-2025 – 02-01-2026

  • Architected a $1B+ global revitaliza$on and 3-year strategy; reported directly to global GM to establish a unified global-to-local framework aligning cross-regional GMs, marketing and sales leaders on enterprise priorities. • Institutionalized global consumer insights engine; overhauled legacy processes to establish standardized brand health tracking, segmentation, creative testing protocols that drove data-driven marketing investments. • Spearheaded 360 integrated global campaigns to elevate brand equity; providing scalable toolkits that empowered regional teams to drive localized market relevance and executional excellence. • Orchestrated high-velocity global product launches, including the marquee Dustbuster reveal, resulting in immediate sellout across several channels, 4.8-star consumer rating, and 1.3B+ earned media impressions. • Engineered data-driven omni-channel programs that delivered +40% traffic and +35% sell-through; optimized e-commerce performance by 28% (conductor score) through agile pivots in high-growth, dynamic environments.

• Marketing Director, Private Brands · Walmart07-01-2022 – 2025

  • Built new marketing private brand capability at Fortune 1 retailer, leading the development and renovation of a $40B porRolio across Fashion, Home, Hardlines, Entertainment, Toys and Seasonal categories. • Overhauled the $2B young adult brand, No Boundaries, by renovating brand idenity to improve relevancy, increase brand impression and Gen Z penetration. Relaunch of the brand garnered 1K+ media stories and saw 27% of customers new to the brand, steady increase in brand perception, single-digit GMV growth. • Created new tween fashion brand, Weekend Academy, from white space opportunity, including all positioning and brand idenity development; led from concept to launch in $me for 2025 Back-to-School season. • Delivered incremental growth through brand strategy and roadmap by updating 10 additional private brands, including redesign a $9B home private brand with 70% US household penetration and 10K+ SKUs. • Led unique actvations, including an experiential in-store event for exclusive fashion brand, generating 478% sales lift and ranking purchase intent as the #1 attedee action.

• Global Brand Lead, Retail Marketing · Apple02-01-2022 – 07-01-2022

  • Led global strategy and creative development for Apple seasonal initiatives, including Holiday 2022 campaign. • Integrated brand storytelling across channels, aligning physical and digital experiences to drive seamless customer journeys and increased conversion. • Directed programming and marketing to bridge gap between product innovation and global retail execution.

• Associate Director, Marketing Communications · Walmart01-01-2021 – 01-01-2022

  • Led 360 marketing communications and brand storytelling across media, customers, and investors, resulting in increased brand trust and NPS. Built comprehensive plans supporting key product launches and corporate initiatives, strengthening brand reputation and enhancing industry credibility. • Headed CMO executive communications, including strategy development and speechwriting for high impact external events such as Advertising Week, Forbes CxO Nexus, ANA Masters of Marketing. • Drove earned media and amplified strategic programs and initiatives, including first-ever livestream shopping experience on TikTok; ini$al announcement generating 777 stories within the first 72 hours.

• Senior Brand Manager, Walmart Connect · Walmart07-01-2019 – 12-01-2020

  • Spearheaded brand evolution and master narrative for Walmart Connect, Walmart’s advertising business, ensuring executional excellence across the brand, including sales collateral and presentations; drove a 10% increase in NPS through unified storytelling. • Orchestrated GTM segment strategy for Self-Serve and Automation products; partnered with sales leaders to drive market adoption, increasing Sponsored Product revenue from 12 to 45% of total mix. • Directed digital GTM and content strategy to fuel demand genera$on; optimized the customer journey, resulting in a 25% increase in traffic and high-value lead acquisition for strategic accounts. • Architected experiential marketing strategies and high-touch content for tentpole industry events (e.g., CES), engaging and inspiring C-suite leaders at the world’s largest advertisers.

• Brand Manager, ACNE Portfolio · Rodan + Fields12-01-2017 – 06-01-2019

  • Served as business and marketing owner for $200M Acne portfolio, including UNBLEMISH, #1 premium acne brand in NA • Drove brand strategy, differentiated positioning and claims, product and packaging development, pricing and forecasting for SPOTLESS, powerful new entrant in acne category targeting teens and young adults. • Developed and executed comprehensive GTM strategy; including digital launch event, social-first creative campaign (99.4% positive sen$ment), and promotional offers which drove $15.6M in sales within first 6 weeks. • Identified growth opportunities for acne category and formed an innovation pipeline to drive long-term growth, providing incremental $150M in revenue over next 4 years.

• Global Brand Marketing Manager, Monster High · Mattel03-01-2016 – 11-01-2017

  • Developed holistic digital ecosystem for Monster High brand, ensuring consistent and engaging experience. Led the brand to become the first Mattel brand on Snapchat and the second to reach 1M subscribers on YouTube. • Managed philanthropic partnership with Lady Gaga’s Born This Way Foundation. Created and executed multi-year Kind Monsters campaign, including product line, app integration, and Kind Monsters EDU program. • Launched global campaign for Zomby Gaga, a fashion doll inspired by Lady Gaga, featuring a break frame stop mo$on music video, an integrated media plan with Nickelodeon, and best-in-class social, digital, and PR execution. Surpassed campaign goals, generating 1B+ media impressions and selling out at all retailers.

• Associate Global Brand Marketing Manager, Girls Licensed and Girls IP · Mattel05-01-2014 – 02-01-2016

  • Spearheaded YouTube takeover for Monster High with new music video featuring 5 influencers that generated 5.3M video views, 380M media impressions, and drove a 12% increase in subscribers within 24 hours. • Formed music strategy for Monster High and activated campaign for the movie musical, including playlists on streaming platforms, lyric videos, pre-roll assets; soundtrack debuted #5 on Billboard’s Children’s Music Charts. • Led global product development for Sofia the First, including customer target, brand strategy, product strategy, pricing, costing for new toys. • Developed global TV commercials, owning the process from creative brief to TV shoot to ad testing.

• Associate Brand Manager, COMBOS · Mars – Graduate Leadership Development Program08-01-2012 – 04-01-2014

  • Headed commercialization of new flavor, COMBOS 7 Layer Dip Tortilla; launch performed 16% above forecast, delivering $1M in sales within two months and earning 2 industry awards in 2013 for “Best Snack.” • Built PR strategy and executed the brand’s 1st online series for 2012 PR campaign, generting 38.5M media impressions, and led 2013 Most Epic Pizza Delivery activation, generating 39M impressions in just 48 hours. • Established innovation pipeline for COMBOS brand, including 2014 product, designing critical elements of 2015 new flavor platform, and conducting BASES testing for 2016 flavor concepts.

Education

• UCLA Anderson School of ManagementMBA, Marketing
• Washington University in St. LouisBachelor of Arts, Psychology

Similar talent on Pangea

Laura M.Marketing, Advertising and Brand Executive | Deliver Business Growth & Develop High Performing TeamsSt Paul, MNJulia W.Senior Marketing Leader | Brand, Growth, and InnovationSeattle, WAStephanie Z.Product Marketing, Strategy, Communications | D2C and B2BSalt Lake City, UTWillis C.VP of Performance Marketing with 16 Years of Experience in Paid Media, SEO, and Full Stack Brand Performance StrategySan Francisco, CA