A 20-Year Legacy of Brand & Product Strategy

BRAND MARKETER &
CREATIVE LEADER

Twenty years building brands that move people and products — with deep roots in beauty & personal care, from strategy through shelf. Brand strategy, innovation pipelines, go-to-market, and the data behind them.

Explore Marketing Portfolio

25K+

Community built

45%

Email open · 2× industry

2×

Revenue since 2023

Brand & Commercial Expertise

Brand Strategy

Full-cycle brand architecture from strategy through shelf: go-to-market, omnichannel campaigns, creative direction, content development, and experiential marketing.

MarTech & CRM

Implementation and automation of multi-platform CRM ecosystems (HubSpot, Toast, Wix) and modern marketing tool stacks to optimize consumer engagement and retention.

Growth Analytics

Data-driven campaign optimization, market analysis, and product positioning that drive commercial scale, revenue growth, and supply chain packaging cost efficiencies.

Brand Architecture — Strategy Through Shelf

Go-To-Market Strategy

Full-cycle B2B & B2C launches across retail, digital, and in-person — including a 2023 rebrand and new non-alcoholic product launches.

Omnichannel Campaigns

Integrated ecosystems — social, email, digital PR, and experiential — measured end-to-end.

Creative Direction

Identity overhauls through packaging design. Illustrator + engineering background = production-scale design.

Content Strategy

7K email subscribers · 45% open rate · 2× industry average, through segmentation and storytelling.

Experiential Marketing

58 ticketed live events in 2025, 80+ avg attendees — high-margin, brand-deepening reach beyond digital.

MarTech, CRM, AI & Data Analytics

HubSpot

lifecycle automation · lead scoring · behavioral tracking

Toast POS

in-venue purchase data · customer frequency

Wix

website behavior · form capture · content performance

Use AI — Claude, ChatGPT, Gemini — for market research, strategy, and faster content.

CRM & MarTech

HubSpot · Mailchimp · Toast POS · Wix · Square · Printify

Analytics & AI

Google Sheets · Excel · SPSS · JMP · Claude AI · ChatGPT · Gemini

Design & Creative

Adobe Illustrator · Canva · Adobe Spark · Photoshop · AutoCAD 2D

Advertising & Social

Meta Ads · Google Ads · Instagram · TikTok · YouTube · Linktree · Untappd

Video, eLearning & Events

CapCut · Camtasia · Zoom · Google Meet · Blackboard · Eventbrite · Resy

Impact by the Numbers

Results-driven marketers prove value with data. Here's mine.

2×

Revenue growth since 2023

On a lean <2% budget-to-revenue ratio.

Nica B.

45%

Industry

21%

Email open rate vs. industry average.

25K+

Cumulative community

organic social · paid

45%

Email open rate

7K subs · 2× the 21% avg

Live events in 2025

80+ avg attendees each

30%

Packaging cost cut

RFP & vendor negotiation

U.S. patent co-invented

No. 8,671,599 · structural label design, engineering + consumer-centric visual principles

Cross-Industry Depth

CPG / Consumer Goods

Dove · Method · Suave · Clif Bar · Energizer

Beauty & Cosmetics

Bath & Body Works · Neutrogena · Pond's

Pharmaceutical / OTC

Aleve · Tylenol · Motrin · Imodium · Pepcid

Alcohol & Craft Beverage

Well Crafted · Diageo (Cuervo, Smirnoff) · Karamoor

Packaging & Manufacturing

National Label / LUX Global

Agency & Creative

Brand & packaging clients

Sustainability & Eco-Pkg

CPG & pharma clients

Higher Education

Drexel University

Food & Beverage

CPG & craft beverage

McNeil/Tylenol label specifications and die-line drawings

Selected Work

Proof, not just claims.

Go-to-market strategy — in the room

Positioning, SKU & channel planning

Design to production-scale label runs

National Label / LUX Global

Tier-1 CPG brand activation

Dove planogram & shelf set

Behavioral data → decisions

HubSpot · Toast · Wix CRM

Craft-beverage shelf presence

Well Crafted retail set

FDA-regulated OTC packaging

Compliance + consumer design

How I'd Build an Innovation Pipeline

A lean, repeatable launch framework — commercial excellence on minimal spend, measured and adapted in real time.

Evaluate

Size the market and mine consumer, category, and cultural data (and AI) for the whitespace only this brand can own.

Business Case

Shape the data-driven business case — target consumer, positioning, channel, pricing, and risk mitigation.

Go-To-Market

Define GTM and the innovation pipeline with R&D, supply chain, and design — feasibility and cost pressure-tested.

Launch

Execute launch playbooks across influencer, HCP, and shopper — one idea across every touchpoint, on a lean budget.

Measure & Scale

Read performance fast, cut what lags, double down on winners, and scale into the next market.

Professional Profile

Executive Summary

Highly accomplished, data-driven Brand Marketing Director and Creative Leader with 20+ years of experience directing full-cycle brand architectures, go-to-market execution, and digital transformation for CPG, beauty, pharmaceutical, and beverage brands. Co-inventor of a patented commercial product. Expert at blending data-driven marketing analytics (HubSpot, Toast CRM) with structural packaging design to scale products from concept to high-volume commercial shelf realities.

Brand Strategy & Architecture Go-To-Market Execution MarTech & CRM Systems Omnichannel Campaigns Creative Direction & Content Marketing Analytics & Data Product Innovation Pipelines Packaging & Sourcing Strategy Cross-Functional Leadership Supplier & Vendor Management

Career Journey

2003

Equity / J&J

2004

National Label

2014

Patent granted

2017

Well Crafted + Drexel

2023

Rebrand · 2× revenue

2026

Best Brewery today

Brand Marketing Director

Well Crafted Beer Company | Ambler & Lansdale, PA | 2017 - PRESENT

Orchestrated the complete brand strategy, go-to-market execution, and digital marketing ecosystems (HubSpot, Wix, Toast CRM) for over 150 products. Managed omnichannel campaigns and live events driving 2x revenue growth. Led packaging component sourcing and value engineering that cut material costs by 30%.

Adjunct Marketing Professor

Drexel University | Philadelphia, PA | 2016 - 2017

Instructed courses in marketing analytics, digital advertising, and consumer behavior. Designed curriculum and mentored over 250 students and professionals. Graduated Summa Cum Laude (GPA 3.95) with an M.S. in Marketing.

Packaging Engineer & Marketing Lead

National Label (Now LUX Global Label) | Lafayette Hill, PA | Humacao, PR | Singapore | 2007 - 2016

Bridged technical packaging design with brand marketing strategies for global consumer brands (Aleve, Dove, Method, Motrin, Neutrogena, Tylenol). Advanced through corporate tracks by driving raw component lightweighting, structural optimization, and label scale-up trials across three global manufacturing channels.

Packaging Engineer

Equity Packaging Contract for Johnson & Johnson | Fort Washington, PA | 2003 - 2004

Managed human factors and safety compliance studies for high-volume OTC liquid lines. Checked markings for volumetric precision and ensured regulatory child safety compliance across over 20 SKUs.

Education & Accomplishments

Master of Science in Marketing

Drexel University · LeBow College of Business · 2017

GPA 3.95 Summa Cum Laude

B.S., Packaging Science

Rochester Institute of Technology · 2003

GPA 3.74 Magna Cum Laude Dean's List, 9 of 11 quarters

Scaled a startup brand on <2% of revenue through resourceful MarTech, organic community-building, and brand discipline.
Earned an M.S. in Marketing mid-career — Summa Cum Laude, 3.95 GPA. Proving learning never stops.
Co-invented a patented structural label design (US 8,671,599) bridging packaging engineering and consumer-centric design.
Brand named Best Brewery in Montgomery County, 2024 & 2026 (consumer-voted).

Johnson & Johnson Achievement Award

Presented to Nica Bellenger (National Label Company) in recognition of exceptional customer service and technical business support.

Brand Collaboration & Projects

Direct Channels

(215) 872-6586 thenicab@gmail.com linkedin.com/in/nicabellenger

Philadelphia Area (Suburban Plymouth Meeting, PA)

MarTech & Creative Proficiencies

HubSpot CRM Toast POS Wix Systems Adobe Illustrator Google Analytics SPSS & JMP Modeling Microsoft Excel AutoCAD (2D)

Portfolio Disclosure Policy

All metrics, case studies, and brand representations displayed represent scrubbed, non-proprietary information published in full alignment with prior corporate non-disclosure agreements.

BRAND MARKETER &CREATIVE LEADER