Business Mentor NY – a program of Empire State Development

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  BMNY

Lara O'Brien Mentor

Location New York, New York, United States of America
Mentor Industry Marketing/Advertising
Languages spoken
  • English
Recent Activity

How I can help

My professional background

I am a brand marketing leader and general manager with more than 20 years of experience in the consumer goods industry across food & beverage, beauty & personal care, and alcohol beverage categories at prominent organizations like Pernod Ricard, Coty, Nestle and Heinz. I have been entrusted with leading iconic brands. My track record includes re-brandings, turnarounds, transformations, and rapid sustained growth. I am also an ex-PwC consultant and currently an independent consultant, advisor, and board director.

I have driven brand equity and achieved or exceeded growth targets at every brand I led including Heinz Ketchup, Gerber Baby Food, Rimmel Cosmetics and Absolut Vodka. My consistent track record of success stems from my ability to build the brand vision and strategy, translate it to an end-to-end actionable plan, and successfully execute the plan by motivating people.

  1. I build the brand vision and strategy by bringing deep strategic, analytical and financial expertise from my background in consulting and strategy. This includes a data and insights driven approach to conduct comprehensive business analysis, identify the highest impact initiatives, and develop an effective well-supported strategy.

  2. I translate the strategy to an end-to-end actionable plan by bringing a holistic business understanding from my background as a classically trained CPG marketer with an end-to-end brand management experience. This includes P&L ownership with business responsibility from production to shelf, and marketing and innovation responsibility from idea to launch. I have covered the full marketing mix (including traditional media, digital, social, influencer, PR, experiential, collaborations, promotions, and in-store) as well as omni-channel go-to-market models (including brick & mortar, e-commerce, and DTC).

  3. I successfully execute the plan by mobilizing cross-functional stakeholders across insights, research, analytics, media, trade and customer marketing, sales, finance, and supply chain.


How to work with me

What I can offer

I can offer marketing, strategy, and management advise. I would advise on building a brand vision and strategy rooted in data and insights (i.e. conducting comprehensive business analysis, identifying the highest impact initiatives, and developing an effective well-supported strategy). I would advise on translating the strategy to an end-to-end actionable plan, P&L management (top and bottom line and budgeting), full scope marketing and innovation planning and execution. I cover the full marketing mix (including traditional media, digital, social, influencer, PR, experiential, collaborations, promotions, and in-store) as well as omni-channel go-to-market models (including brick & mortar, e-commerce, and DTC). I would advise on organizational design to execute the plans effectively.

My expectations for a successful mentoring relationship

I would like to work with entrepreneurs who are ambitious, disciplined, and willing to work hard.

How entrepreneurs can prepare before we start

Provide a brief that explains their business, results achieved to date, challenges/opportunities, strengths/weaknesses, and future objectives.