Work

GEOFFREY HUNTTING:

Background: NYC native, currently residing in Rumson, NJ

Highest degree: MBA (Marketing) Iona College

Recent experience: Proactiv (part of Guthy Renker & Nestle Skin Health), Hint Water, USP Group (BeLive gummies and Hi-Lyte hydration)

Marketing and Storytelling Case Study: Proactiv

Challenge: Break beyond DRTV channel to reach Millennials and Gen Z. Proactiv had historically been sold primarily through traditional channels (DRTV, Direct Mail). Mom and Dad buy for their kids.

Solution: Leverage Before and After spots on YouTube, Facebook / Instagram, and Snap, to drive awareness and sales with younger audiences, balancing CAC with 20% R&D testing budget.

Result: 20% digital sales growth, including 160% increase in Meta orders at a 20% lower CAC. Digital growth supplementing the historical business over 2 years led to an acquisition and JV by Nestle Skin Health.

Marketing and Storytelling Case Study: Hint

Challenge 1: Get more customers to drink healthy water, avoiding sugar and diet sweeteners.

Challenge 2: Low national brand awareness for Hint, still building retail distribution, and Direct-To-Consumer channel had one creative and one media channel (Facebook) working.

Solution: Test upper funnel marketing channel (DRTV on national cable) to tell the story and drive awareness / sales.

Creative tactic: Problem / Solution, tell the Co-Founder story for authenticity targeting Moms. Create a trackable offer: 36 for $36 / $1 per bottle (which became our digital control) and commit to $200k in spend. Ensure clean measurement: Measured used for incrementally, promo code used on Paid Search and the website.

Results: Became a low CAC online sales driver with majority impact at Retail through media mix modeling. Over 5+ years we ran $15M in media, generating 3.8M site visits and over 250,000 orders.