Introduced LD, the #1 value cigarette brand in the world, to the U.S. market. As a JTI Global Flagship Brand - the first of its kind to be introduced in the U.S. - the launch made an impact within the company and with consumers.
Led a cross-functional team to develop the go-to-market strategy, including branding, price positioning, and sales planning. Navigated a complex FDA environment while managing the expectations of regional leadership and global brand group. Oversaw the development of an integrated communications campaign across internal, trade, and consumer audiences.
Within the first 6 months of launch, LD garnered press in the Wall Street Journal, exceeded sales distribution goals, and stole share from the competition.