Kelvin Marten, MBA
MARKETING PROJECT MANAGEMENT & GTM STRATEGY
Accomplished, Entrepreneurial, Collaborative, Reliable
Experience
Markwins Beauty Brands
Sr. Manager, Amazon Jan 2023 - Present
• Operational Leader: Currently Runs multi-million-dollar eCommerce business operations for 5 brands in USA and Canada.
• Digital Marketing: Builds conversion-focused, mobile-first site experience and digital-first go-to-market strategy.
• Product Storytelling: Crafts consumer-centric messaging/storytelling for new and key products.
• eCommerce Operations: Manages Amazon Vendor Central and tracks P&L for 6 brands.
• Cross-Functional Leadership: Briefs and partners w/ cross-functional teams to plan/execute content strategy.
• Market Research: Conducts market & competitive analysis via IRI and Retail Analytics to uncover white spaces.
• Reporting: Generates weekly POS reports for Executive Team and cross-functional teams.
Achievements:
• Increased average units/order conversion rate by 30% organically in one month.
• Identified product expansion opportunity for 20% business lift and market share win.
Puffco
Marketing Project Manager Jun 2021 - Dec 2022
• GTM Strategy: Built consumer journey, launch plans, and storytelling strategy for new cannabis innovations.
• Project Management: Managed 70+ projects for launches, re-supports, packaging, social, event, and digital assets.
Achievements:
• Oversaw 20 successful launches of new innovations with holistic activations and on time delivery.
• Team Winner of Clio Cannabis Award - Bronze Winner in Integrated Media for PUFFCO PROXY launch.
L'Oréal
Manager, Global Marketing - Kiehl's DMI Mar 2019 - April 2021
• Global Project Management: Managed 40+ global marketing campaigns a year (120+ projects total).
• Cross-Functional Leadership: Facilitated cross-functional team collaborations in developing holistic GTM strategy.
• Market Research (NPD, Beauté, Market Reports): Researched the best positioning, portfolio, and launch strategy.
• Marketing Calendar and Timelines: In charge of global calendar updates and alignments w/ global markets.
Achievements:
• Contributed to 3 consecutive years of business growth (+50% total) beating the market to date.
• Established the best-in-class GTM process replicated by sister brands within L’OREAL Luxe Division.
L'Oréal
Global Digital Creative PM - Kiehl's DMI Apr 2018 - Mar 2019
• Project Management: Managed 35+ eCommerce, SEO, and social media projects for USA and Global teams.
Achievements:
• Established exemplary digital go-to-market processes that sustained 300% increase in launch assets need.
• Achieved 90+% rate of on-time deliveries while handling 300+% increase in scope of work and deliverables.
Estēe Lauder Companies
Global Digital Marketing/Creative Ops - Clinique Mar 2015 - Mar 2018
• Serves as the point person for global teams and agencies in digital and print campaigns and asset distribution
• Works closely with creative, sales, and marketing to ensure optimal and consistent strategy execution globally
• Maintains on-time project trafficking and marketing calendar for worldwide distribution
• Provides and edits digital and video assets for brand eCommerce, digital ads, websites, and social mediaAchievements:
• 100% on-time project execution/delivery
• Contributed to double digit year-to-year eCommerce performance growthVarious Businesses
Digital Marketing & eCommerce Manager, May 2013 - April 2015
• Digital Marketing & eCommerce: Managed social, eCommerce, SEO, and email marketing for small businesses.
• Vendor Management: Partnered w/ agency vendors on search strategy, social listening, and competitive analyses.
• Operations: In charge of brand.com backend eCommerce, Amazon Seller Central, and order fulfillment.
Career Break
Relocated to United States Jan 2008 - Nov 2013
Sony Electronics
Regional Marketing Sep 2006 - Jan 2008
• Spearheaded marketing and visual merchandising efforts for 200+ retailers and distributors
• Managed a portfolio of 100+ consumer electronics SKUs for Eastern Indonesia market
• Conducted 20+ product training and launch events to sales promoters, store managers, and CEOsAchievements:
• Doubled average market share in all categories and contributed to 50% share of total country sales• Successfully spearheaded in-store VM revamp projects in 60+ retailers that resulted in 200% sales increase
• Spearheaded branding and shopper marketing campaigns that successfully revived brand awareness andturned around a money losing business back to profitability
Honda
Field Marketing Aug 2005 - Sep 2006
• In charge of regional marketing, visual merchandising, and market analysis for Greater Jakarta area
• Conducted product knowledge and visual merchandising audits on dealerships
Portfolio
Puffco PROXY Launch
Tier A Product Launch - New Innovation
Puffco's biggest launch ever of a new innovation that not only shifts the paradigm in the cannabis experience space, but also expands the audience to non-Puffco and new cannabis users. Supported with holistic 360 activations (B2B and D2C) and consistent storytelling for a cohesive brand experience.
Winner of 2022 CLIO Cannabis Award - Bronze Winner in Integrated Campaign category.
Let Us Change Your Skin
Tier A
A tier-A global digital and social campaign celebrating KCRs that features 100+ digital assets (40+ homepage banners, 10+ landing pages, 30+ content spots, 50+ social assets, and 30+ emails). Each asset has its own purpose/story, cascaded form the overarching product marketing strategy while adhering to Kiehl's brand equity (Nature, science, and service).
Masks Animation
Tier A
A tier-A global digital and social campaign highlighting Kiehl's masks portfolio that features 100+ digital assets (40+ homepage banners, 5 content spots, 50+ social assets, and 20+ emails). Each asset has its own purpose/story, cascaded form the overarching product marketing strategy while adhering to Kiehl's brand equity (Nature, science, and service).
China-Focused Campaigns
Ongoing Campaign Support
Various ongoing campaigns supporting Kiehl's China with hundreds of digital and social contents for various channels in the world's 2nd largest market. These seasonal campaigns are tailored to the cultural storytelling of each chinese holiday while adhering to Kiehl's brand equity (Nature, science, and service).
Education
Monroe College
MBA, Business Management
- Honor Roll, GPA: 3.95
- Inducted into the Sigma Beta Delta (ΣΒΔ) Business Honor Society Membership
- Dean's List and President's List
Indonesian Business & Informatics Institute
Bachelor of Economics, Finance
- Honor Roll, GPA: 3.95
- Inducted into the Sigma Beta Delta (ΣΒΔ) Business Honor Society Membership
- Dean's List and President's List
Let's Chat!
Email
LinkedIn
