Associate Brand Manager
WaterWipes is the world’s purest baby wipe, headquartered in Ireland and sold in over 50 countries. I work remotely on the Americas team, with 35 other team members spanning across Latin America, Canada, and the US.
I specifically work on the earned/owned side of our marketing team, executing activity across the consumer and healthcare journey with our products including events, influencers, CRM, digital and print graphics, sampling, budget management, and all medical related projects.
Events
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A major part of my role at WaterWipes is planning and executing events, both medical and consumer. Our consumer events include the Toronto Baby Show, the Kroger Wellness Festival, and starting in 2025, the National Senior Games. Our medical conferences are the American Academy of Dermatology, Association of Women's Health, Obstetric and Neonatal Nurses, and American Academy of Pediatrics. Events are extremely important for sampling and trial opportunities. Behind the scenes of our booth, it takes months of planning shipments, checking on inventory and assets, assembling a team, and creating surveys to collect data from attendees.
New Product Launch
This year, we launched a new product to the portfolio - our Hydrating Clean wipe. This new addition is a way to go beyond baby, and increase the customer base.
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Review Syndication
Before the Walmart launch, I partnered with Bazaarvoice to send samples to 350 individuals that fit within our demographic, in exchange for reviews. This way, the product page was fully functional when launched to the public, hosting almost 300 reviews.
CRM
I created digital and printed assets prior to the launch, including landing pages, banner ads, and product and lifestyle images. Once the product launched, I crafted and sent out an email to our consumers introducing the new product and including a coupon for the first week in Walmart stores.
Media Launch Event
The wipe is designed to hydrate skin after use, so what better way to introduce it than a Pilates class? I traveled to NYC to meet with our agency and join them for our launch event at Pvolve, Jennifer Aniston's workout studio. We met with members of the media to talk about the product, do some demos, and try out the wipe after a class!
Influencer
We partnered with influencers like Kristin Johns, who has over 650k followers. Her followers are highly engaged, made up of millennial mothers with children under five. The content created garnered excitement, increased reach, and fostered brand loyalty with quality influencers.