Caroline Irizarry

Senior Vice President, Brand Marketing

Oats Overnight

May 2026 - Current (4 months)

VP of Marketing

Ritual

Jan 2025 - Apr 2026 (1 year 4 months)

VP of Brand

Ritual

Sep 2022 - Jan 2025 (2 years 5 months)

Senior Director, Brand Marketing

The Honest Company

Jan 2022 - Oct 2022 (10 months)

Head of Diapers, Wipes, Baby Personal Care + Mom Care

Director, Brand Marketing

The Honest Company

Jul 2020 - Feb 2022 (1 year 8 months)

Marketing Lead/ GM, Diapers and Wipes

Senior Brand Manager

The Honest Company

Jul 2019 - Jun 2020 (1 year)

Brand Manager

Pharmavite

Apr 2017 - Jun 2019 (2 years 3 months)

• Led cross-functional team to scope renovation of entire Nature Made portfolio of nearly 200 products across 26+need states by analyzing at desirability, feasibility and financials. Scope included product and ingredient reformulation, packaging structure, operations, supplier agreements, simplification, and rollout strategy that delivered neutral OI, a lift in purchase intent, and satisfied customer needs • Managed three direct reports, coaching associate brand managers on cross-functional team leadership, strategic thinking, and concept writing and insights • Led feasibility and development across 2019 and 2020 projects, prioritizing which projects should move forward by analyzing consumer and business opportunity, strategic fit, and reso

Co-Founder

Batini Bay

Dec 2016 - Sep 2024 (7 years 10 months)

• Co-Founder of eCommerce Consumer Goods Start-Up • Development of Product, Marketing, Social Media, Supply Chain, and eCommerce Strategy • Rated one of the best beach towels of 2018 by HuffPost, The Spruce, and other media outlets • #1 New Seller of Beach Towels on Amazon in first month • "8 Best Beach Towels of 2021" according to The Spruce!

Consultant

Operation Hope

Feb 2016 - Apr 2016 (3 months)

• Selected to be a part of the Emzingo Social Impact Fellowship to consult for Operation HOPE, a non-profit focused on financial literacy and entrepreneurship education. • Responsible for designing 5-year strategy to grow the first international branch’s footprint across funders, students, and volunteers to increase programming reach by more than 20X. • Developed market specific brand positioning and communications plan for each stakeholder group, recommending key messaging, channels, and tactics.

Innovation, Cheese & Dairy

The Kraft Heinz Company

Dec 2014 - Jul 2015 (8 months)

• Led largest front-end innovation project, evaluating external and internal priorities and challenges, to develop 2016-2018 Cheese & Dairy pipeline, expecting to deliver +$50MM net revenue annually. • Initiated innovation initiative across functions by creating a process to share ideas from plant level to headquarters for turn-key projects, gaining alignment and support from president to kick start several projects. • Partnered with TNS, Nielsen, Mintel, and others to conduct primary research studies to gather consumer insights and opportunities for innovation initiatives, recommending and prioritizing work streams.

Senior Associate Brand Manager

The Kraft Heinz Company

Aug 2012 - Nov 2014 (2 years 4 months)

• Brands include Kraft Singles, Kraft Natural Cheese Slices, Velveeta Slices, & Deli Deluxe • Competitive analysis & war gaming, IMC creative strategy lead, media planning & buying, marketing analytics including campaign measurement and optimization, pricing, and demand planning, project management, product launches • Developed 360 marketing campaign with Univision for 2014 World Cup, including TV, digital, mobile and in-store, increasing HH penetration by 2 points and delivering 5X industry average CTR on display and mobile. • Piloted total market communication approach at Kraft by identifying a cross-cultural consumer target, common insights and strategy for brand to optimize reach and messaging, creating 20% marketing budget efficiencies

Associate Brand Manager

Kraft Foods

Mar 2011 - Aug 2012 (1 year 6 months)

Philadelphia Cream Cheese and Churny Brands including Athenos, Maybud, DiGiorno Cheese, Hoffman's

Brand Assistant

Kraft Foods

Sep 2009 - Feb 2011 (1 year 6 months)

Churny Brands including Athenos, Maybud, DiGiorno Cheese, Hoffman's

Caroline Irizarry

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