Hi, I’m Tom Sturgeon. I’m a passionate brand activist and leader. My passion lies in bringing brands to their full potential through thoughtful strategy and precise execution.
At a Glance –
I am currently working as brand manager at Amway where I have devoted nearly 30 years of my career to managing over a billion dollars in brand assets.
Amway – Brand Manager
Home Care, Health Tech, Agriculture
(2016–Current)
Developed and implemented a comprehensive Home Care and Health Tech portfolio strategy designed to streamline the product offering and maximize operational efficiencies and increase innovation cadence resulting in increase value of 20%.
Led brand transition for the Home Care category - involving updated product labeling and seamless integration with no scrap.
Launched the first Air Treatment System (1st IOT product at Amway) with a fully integrated go- to-market plan delivering 30% increase in revenue and 40% increase in repeat filter sales.
Amway – Sr. Brand Manager
Nutrilite Nutritional Supplements
(2008–2016)
Developed long term strategy for the Nutrilite brand in North America
Developed and executed marketing plans, working with cross-functional teams from PR, Communications, R&D, Project Management, Market Research, Sales and Customer Support.
Developed and implemented a National PR campaign to promote Brand awareness for Nutrilite. Responsible for the development of a mobile brand experience that was leveraged across the US for 5 years.
Responsible for Nutrition Experience / Event Strategy – included the overseeing budget, focus and objectives, and staffing, as well as ensuring all events are experiential and educational, and following up with market research.
Managed $550 million with a team of seven.
Amway – Sr. Brand Manager
Nutrilite Weight Management
(2004–2008)
Re-branded the Weight Management category and implemented a campaign to launch the new portfolio. Resulted in revenue growth for the Weight Management category from $30M to $75M while managing a team of three.
Delivered New Weight Management portfolio that included: Nutritional Supplements, Protein Bars, Meal Replacement Bars, and beverages along with a weight management program.
Amway – Sr. Brand Manager
Health Tech
(2001–2004)
Planned and executed marketing strategies for both product portfolios and spokespeople, including campaigns to build brand awareness and increase consumer market brand share.
Managed the Water Treatment, Air Treatment and Cookware categories valued at $60 million.
Amway – Sr. Marketer
Global
(1999–2001)
Responsible for strategic marketing relationships with Amway’s Communication, Travel, Security partners. Researched and evaluated potential new strategic partnerships.
Executed contract negotiations, secured new partner deals, onboarded new partners and managed the $50M + portfolio.
Amway – Buyer
North America
(1999–2001)
Researched and evaluated market trends for new and existing product lines. Developed a marketing plan, including a complete market analysis and sales history analysis.