Marjorie Chelius
Experienced Business Generalist · Hip-Hop Fiend · Native User Acquisition · P&G General Management · Booth MBA · Start-up VP
About
12+ years of experience in Growth, Strategy, Marketing, and Transformation. Worked across the Baby Goods, Retail, Personal Care Products, Fast-Moving Consumer Goods, and Defense/Cybersecutiy industries. Deep expertise in Strategy, Transformation, DTC Growth Strategy, Retail Expansion, Due Diligence and Performance Improvement Experienced General Manager & Consumer Growth Expert who's generated $150MM+ Net for consumer brands. 12+ years of experience growing consumer products businesses, building and leading high-performing cross-functional teams, and owning go-to-market DTC and retail channels. Successfully operated across environments, from early-stage growth start-ups (e.g., Mockingbird) to Fortune 50 leaders (e.g., Downy Fabric Enhancer) to high-growth scaleup expanders (e.g., Native Personal Care). Specialties: P&L Management, Brand Strategy, Growth Marketing, Retail Marketing, ROI Optimization, Data-Driven Revenue & Profit Maximization, Strategic Planning, Innovation Strategy, Cross-Functional Team Building, Consumer Insights, Leadership, E-Commerce, Paid Media Strategy, Multi-year Growth Strategies, and Execution.
Experience
Rescuing P&G Downy's Infusions Brand - Turned it around to $14M Growth in F12M
Imagine a premium sub-brand, Downy Infusions, on a declining path, with sales dwindling and the brand losing its luster. This was the challenge I eagerly embraced. In the first 12 months of taking the reins as a Brand Manager, I embarked on a transformational journey. My mission was clear: reverse the declining sales trend and breathe new life into Downy Infusions. Through a mix of strategic ingenuity, market analysis, and a deep understanding of consumer preferences, I charted a course for revival. The result? A staggering +$14 million turnaround within that critical first year. Sales trends shifted from a downward spiral to a resolute ascent. Downy Infusions was back in the spotlight, a shining example of brand reinvigoration. This story isn't just about numbers; it's about orchestrating a brand's comeback against the odds. It's a testament to the power of strategic vision and execution in the world of consumer goods. Together, we can unlock the secrets of brand resurrection and growth.
The Revenue Revolution: How I Took a Baby Gear Startup from $13M to $50M in 2 Years
Picture this: a 4-year-old digitally-native baby gear startup facing challenges like 9-month stockouts and 2 consecutive product recalls. That's where I came in as the inaugural senior marketing hire. Through strategic wizardry, I orchestrated a jaw-dropping +200% surge in net revenue, propelling us from $13 million to a staggering $50 million. And the retail landscape? I transformed it, elevating sales from a mere $20,000 to an astounding $20 million. Plus, we expanded Target retail distribution from 250 to approximately 1200 stores, all while maintaining impeccable execution and marketing.
Becoming a DTC Dynamo: My Journey to Growing Native's Marketing +32%
Imagine a personal-care brand with a $100 million valuation, acquired by P&G. That's where I stepped in as the Director of User Acquisition. I wasn't just scaling marketing; I was engineering a marketing revolution. Scaling performance marketing by an impressive +32% to reach $30 million in spend, I achieved a notable 64% YoY sales growth from managed digital channels. And it didn't stop there. I cut -$600,000 in non-working spend with strategic vendor swaps, innovative pay-for-performance terms, and adjusted KPI goals. My journey was about turning marketing into tangible revenue.
The Bounce Back King: Adding $10M Profit at P&G with Retail
In the world of brands, I took on Bounce, determined to elevate its fortunes. Within 12 months, my strategic maneuvers added a substantial +$10 million to net revenue and pumped up operating profit by a cool +$3 million. It wasn't just growth; it was transformation. The sales charts reflected this as we achieved a +12% and +37% sales growth at key retailers like Target and Walmart. I led a cross-functional team, winning accolades for the Best Forecast, and engineered a remarkable +$14 million turnaround for the declining premium sub-brand, Downy Infusions.
I created growth strategies for 30+ Cybersecurity & Defense Companies
During my time at Chertoff Group / Chertoff Capital, I played a key role in driving growth strategies for 30 defense and cybersecurity companies, ranking among the top 5% of the firm. These efforts contributed $25 million to the firm's revenue. I also improved Analyst retention to 100% after year 2 by launching a novel Analyst Review and Development program. My performance earned the distinction of being awarded the firm's first Spot Bonus for Outstanding Performance, securing a new $350,000 project through a winning RFP proposal.