Natalie Osei

Profile

Senior Brand Manager with 9 years driving consumer and B2B brand strategy across CPG and retail verticals. Specializes in integrated campaign development, brand architecture, and cross-functional go-to-market execution. Grew a $40M product line by 28% YoY and launched three national campaigns that each exceeded awareness targets by double digits.

Work Experience

Senior Brand ManagerMar 2020 - Present

Halcyon Consumer Goods, Chicago, IL

Owned end-to-end brand strategy for a $40M personal-care portfolio, delivering 28% YoY revenue growth by repositioning two SKUs and cutting underperforming line extensions by 18%.
Led a 14-person cross-functional team to launch a national omnichannel campaign across TV, paid social, and retail, achieving a 34% lift in unaided brand awareness within 6 months.
Negotiated and managed $6.2M annual media budget, reallocating 22% toward digital channels that generated a 3.1x ROAS and reduced cost-per-acquisition by $9.40.

Brand ManagerJun 2017 - Feb 2020

Stratum Retail Group, Minneapolis, MN

Developed and executed seasonal brand campaigns for a private-label home-goods line generating $55M in annual sales, increasing repeat purchase rate from 31% to 44% in 18 months.
Collaborated with packaging and industrial design teams to redesign product line visual identity, resulting in a 19% increase in shelf-pick rate measured via in-store eye-tracking study.
Built a consumer insights program from scratch—conducting 6 focus groups and 1,200-person surveys quarterly—that directly informed two product extensions now accounting for $8M in incremental revenue.

Associate Brand ManagerAug 2015 - May 2017

Meridian Foods Inc., Chicago, IL

Supported launch of a new snack sub-brand, coordinating agency briefs, packaging timelines, and retailer sell-in decks that secured distribution in 3,400 Kroger and Target doors.
Tracked brand health KPIs weekly using Nielsen data and internal dashboards, flagging a 7-point awareness dip that prompted a $400K mid-year media reinvestment and reversed the trend within 8 weeks.
Managed influencer seeding program across 40 micro-influencers, driving 2.1M earned impressions at a CPM 38% below paid benchmarks.

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