Executive Marketing Positions

  • CEO, HearAid Foundation
  • SVP & CMO, Isagenix
  • SVP & CMO, Arbonne International
  • SVP Marketing & Corporate Communications, St. Joseph Health System
  • VP of Family Meals & Multicultural Marketing, ConAgra Foods
  • Director of Strategic Brand Management, The Walt Disney Corporation


Education

  • MBA, Harvard Business School
  • B.S. Business Administration with concentrations in Marketing and Finance, Fundaçao Getulio Vargas, Sao Paulo, Brazil

Areas of Expertise

  • Digital Strategy for Customer Acquisition and Revenue Growth, B2B, B2C, Direct to Consumer (DTC), Professional Services & E-Commerce
  • Leapfrogging the Competition by Defining Your Unique Value Proposition and What Your Brand Promise Is (Brand Positioning) 
  • Generating Customer Loyalty by Delivering Your Brand Promise (delighted customers are returning customers)
  • New Customer Acquisition:  Marketing to Hispanics, Multicultural Marketing, International Expansion,
  • Developing Business Plans for Start-ups and Companies in Turn-Around situation

Industry Experience

  • Health and Wellness
  • Healthcare
  • Nutritional Supplements
  • Food and Beverage
  • Hospitality
  • Professional Services
  • Consumer Products
  • Skincare & Makeup
  • Multi-Level-Marketing

How Adriana Can Help Your business

  • Expanding into new markets: new geography’s within the US, expanding into International markets, expanding into the Hispanic market in the US
  • Clearly defining your product/service value proposition vis-à-vis your competitors (positioning) attracting consumers to your business
  • Bringing your business value proposition to life through digital and traditional marketing channels

Success Stories

  • Pillsbury International – Expertise: International Expansion:  successfully led the marketing team in the expansion of the four Pillsbury megabrands – Green Giant, Pillsbury, Old El Paso and Haagen Dasz, into Greece, the Middle East, Israel and Russia,  adapting the positioning and messaging of each Brand to the local culture, customs and consumer needs. 
  • Haagen-Dazs – Expertise: New Product Development:   matching her deep knowledge of the Latin culture with her expertise in the New Product Development Process (i.e. Stage Gate) Adriana successfully led the development and launch of the Haagen-Dasz Dulce de Leche flavor.  This exotic, yet familiar flavor, became a favorite in the US, not only among the Hispanic consumers but of American in general, becoming the second best seller flavor in the Haagen-Dasz portfolio.
  • Disneyland Resort – Expertise: Expansion and Repositioning: Adriana led the repositioning of the Disneyland Park to a multi-day vacation Resort destination by differentiating each resort property (Disneyland, Disney’s California Adventure, Downtown Disney and Resort Hotels) in the minds of the guests, and formulated the long-term brand strategies and plans to maximize attendance and revenues.
  • ConAgra Foods Expertise: Multicultural Marketing and Metrics - Positioned the company for profitable growth through building brand preference and loyalty among the Hispanic community in the United States, through advertising, promotions and enhanced distribution in key retailers.  Developed metrics (KPIs) to track results by brand/by level of acculturation (critical amongst the Hispanic target).  
  • St. Joseph Health System (SJHS) – Expertise: Segmentation and Competitive Advantage – Adriana designed and implemented the first ever quantitative Hospital based study that talked not only to patients of the SJHS but also Competitors, to understand the strengths and weaknesses of SJHS hospitals and of the Industry as a whole.  
  • Arbonne - Expertise: E-Commerce Business Turn Around: Adriana lead the turnaround of this direct to consumer (DTC) E-Commerce privately-held company on the skin care and cosmetics industry, reversing top line erosion in record time, from a decline of -1.5% in February 2010, to a positive growth of  5% by December 2010.  The road to turn around included the development and launch of a complete line of Nutritional Supplements to enhance the portfolio (“beauty inside and out”), new customer acquisition thru social media and SEO, and the redesign of the marketing department.
  • Isagenix - Expertise: Accelerate E-Business Growth: Adriana redesigned the marketing strategies and established a balance between in-house and outsourced resources to allow long term business growth. Adriana also led the development and launch of the Isagenix Skincare line (Rejuvity) to augment the company’s product offering.   As a result, this direct to consumer (DTC) Health and Wellness leader in the E-Commerce space doubled its growth rate year-over-year (from 30% in 2012) to 60% in 2013, and 62% in 2014.
  • Clorox Healthcare Division – Expertise: Identify and Focus highly Profitable Clients - Adriana led the initiative that segmented the broader audience of Heathcare facilities using Clorox products into groups in a meaningful way.   Based on attitudes, priorities and specific needs, each segment was them approached with specific messaging and product offer aiming to convert them to loyal customers.
  • Walker Advertising (PE owed)Expertise: Digital Lead Generation – Adriana Established a strong Digital footprint and presence to connect and attract millenniums to top Lawyers in California.  The digital strategy included reputation management per-per-click, programmatic, and SEO.  Crucial to the success was to consolidate 9 different digital agencies and affiliates into 2 digital partners working in strategical and tactical alignment.

Adriana Lynch Biography

Adriana Lynch has over 20 years of experience in Strategy and brand Management.  Her global experience has demonstrated significant success in the creation and execution of award-winning strategies to improve product positioning, brand recognition and revenue for start-ups as well as companies in turn-around situations.

A wiz at brand and business strategy, Adriana has over 25 years of experience having held management positions with The Walt Disney Co., Häagen-Dazs, Pillsbury International, Procter & Gamble (P&G), and St. Joseph Health System. After being classically trained in Brand Management at P&G Brazil - where she managed Pampers and Always - Adriana came to the USA and got her MBA from Harvard, graduating in 1996 with Second Year Honors.

Adriana’s global career has taken her throughout Asia, Russia, Middle East, Greece, Israel, and Latin America. Her international background, Brazilian origin, and the extensive work she has done in Latin America, make Adriana uniquely qualified for International projects and Hispanic marketing.

Adriana speaks fluent Portuguese, Spanish, and English.  In November 2014, she won the "CMO Maverick of the Year" Silver Stevie Award; and in 2003 she received the American Business Association “Woman of Distinction” award.