Gail Horwood

Lead the Integrated Commercial Planning (ICP) team and single commercial planning model. Oversee Experience Planning, Media, CRM, Design, Shopper Marketing and Digital.

Responsible globally for building and deploying transformational marketing capability through the ICP model and step-changing how Kellogg builds brands while improving the impact of brand-building investments.

Report to Chief Growth Officer.

Recruited to establish and lead the Global Digital Center of Excellence. Created capability road map and recruited team of 50 subject matter experts. Responsible for Global Digital Strategy and Marketing Operations. Established Regional Digital Council Network.

Conceive, build, roll out and manage global enterprise capabilities and best practices covering all areas of digital including:

Media/Creative
Agency Selection and Management
E-Commerce
Digital Analytics
CRM
Mobile
Social and VOC
Education & Regional Knowledge Transfer

Delivered Global Web and Mobile Solutions, Digital Metrics Scorecard including internal and external benchmarks and digital retail innovation.

Launched first-ever digital benchmarking survey and developed online learning platform and curriculum for eight subject areas; improved organizational competency.

Partnered with I/T, Procurement, Regulatory and Finance to define and launch a global digital development and delivery process bringing both transparency and innovation to our activities.

Led first-ever global brand social program supporting Listerine’s FIFA World Cup Sponsorship. Set up real-time news and content creation operation covering 19 markets and five languages. Launched in four months. Results exceeded CPG engagement and cost benchmarks.

Work closely with a cross-functional team including brand marketing, I/T, Finance, Legal, Business Development and Sales Strategy.

•Formalized and led partnerships with Amazon, Drugstore and Quidsi, growing revenue
•Consolidated DTC platform and fulfillment vendors, enabling speed and cost efficiency
•Launched consumer ratings & reviews on 22 websites improving purchase conversion

•Led strategic vision, content strategy and execution for all MSLO digital products, achieving profitability for the first time and defying industry trends
•Developed and launched Martha’s Everyday Food app -- making Apple’s Top 10 Paid Apps Chart and generating a profit
•Directed social media strategy resulting in the emergence of social as a top traffic source. Activities included hosting of Blog Her event for 400 influencers
•Conceived and launched Martha Stewart Pets franchise enabling Pet Smart partnership
•Directed e-commerce, partnering with Macy’s and Home Depot. Launched shop.marthastewart.com, providing a profitable platform for TV integrations
•Identified and managed investments and strategic partnerships, including Etsy and Ziplist
•Built and led a cross-functional team of 60+, including engineers and product managers

•Developed curriculum, teaching materials and taught omni-channel marketing and content strategy courses

•Oversaw digital creative operations, launching products on mobile, video, e-commerce and Facebook platforms, including the Hollywood Makeover tool and InStyle Shopping
•Identified, negotiated and rolled-out traffic and product partnerships. Deals included MSN, Yahoo, Neiman Marcus, Daily Makeover, ShopStyle and Gilt

• Hired to oversee the integration of Time Inc. creative assets into the AOL service. Responsible for nine brands including, In Style, Real Simple and six AOL channels, including AOL Food and AOL Home. Reached an average monthly audience of 12 million women
• Led content programming and application development for Web, mobile and video platforms, including the creation of the Kitchen Assistant, Time Inc.’s first-ever multi-brand tool and the Pregnancy Week by Week tool and e-mail alerts
• Managed Web Analytics Group and Omniture relationship

•Transformed print publisher into a digital content and service provider
•Launched complex projects, including a new CMS, online voting capabilities, mobile applications and guides to movies, shopping and golf on time and on budget
•Conceived and executed Zagat’s profitable subscription service, one of the web’s first

• Conceived, edited and produced interactive applications and content for this pioneering site, including the Recipe File database and online homes for Gourmet and Bon Appétit
• Activated user-generated recipe ratings/reviews spawning one of the Web’s most thriving community of foodies
• Directed and launched Williams-Sonoma’s first-ever online partnership
• Executive Producer and co-creator of 36-episode cooking series for Discovery