Joshua Nafman

Built and managed the digital marketing function from scratch, leading digital, social, content, influencer, paid and analytics for KIND Snacks globally. Responsible for strategy, production, distribution, and measurement.

Ad Age 2015 Marketer A-List.

• • Trended on social media 3 times, generated 3.5M engagements, a 10% engagement rate, and an increase of over 25% in brand health metrics with the #kindawesome digital platform and influencer campaign
• • Turned around brand reputation crisis with #startthediscussion, a campaign resulting in 50K engagements, a change from negative sentiment to positive sentiment and an increase of over 15% in brand health metrics
• • Delivered 98% follower growth across Facebook, Twitter and Instagram
• • Garnered over 950k engagements via a multi-tiered influencer program
• • Generated an 8% sales lift by producing KIND’s first television campaign
• • Managed a $5M budget to an 85%/15% working to non-working ratio
• • Doubled CTR of kindsnacks.com emails by combining e-commerce and content marketing
• • Increased sales 7% in-store at national retailers with digital shopper marketing campaigns

Part of the Digital Engagement team within Brand Marketing, leading digital, social, content, influencer, paid media and analytics for Pepsi, Starbucks, and Lipton. Responsible for strategy, production, distribution, and measurement.

Promoted from Manager to Senior Manager in early 2012.

• • Produced Pepsi Max Jeff Gordon Test Drive and Uncle Drew video series resulting in over 130M views
• • Grew Pepsi’s YouTube channel 1650%, to over 700K subscribers and 200M video views in one year
• • Quadrupled Pepsi’s social media following from 9M to more than 36M and increased engagement rate by 100%
• • Reduced costs 500% by taking a direct-to-production company approach for branded content production
• • Managed $50M media budget across media partnerships with Facebook, Twitter, Instagram, Apple, YouTube, Maker Studios, NFL, MLB, MLS, Super Bowl, GRAMMYs, Academy Awards, and X-Factor
• • Produced Pepsi and Pepsi Max Harlem Shakes, in real-time, to amass over 15M video views, with no paid media
• • Responded in real-time to Coke Super Bowl XLVII commercial, garnering over 2.5M views, more than Coke’s ad
• • Created a UGC contest for Super Bowl XLVII resulting in over 120K submissions, 4x similar programs
• • Earned over 100M media impressions partnering with technology startups like Uber, Pinterest and Task Rabbit
• • Sampled over 350K Hispanic consumers with Pepsi’s first bilingual digital campaign
• • Acquired over 500k signups in first 6 months for loyalty program PXP and maintained 50% weekly activity
• • Developed Lipton Brisk iOS/Android app that was downloaded 1.5M times and propelled a 51% increase in sales
• • 2013 Brand Innovators 40 Under 40, 2013 Pepsi “Crushed Can” Award for Outstanding Performance, 2013 Shorty Award for Best Fortune 500 Brand on Social, 2013 Webby Award for Native Advertising

Led social and e-commerce for Hanes.com, increasing sales 14% YOY and growing Facebook to 2M followers

Managed the rebranding and packaging redesign of Pepsi, Mountain Dew, Tropicana and Naked Juice

Launched MacBook Air and iMac campaigns and produced 18 Mac vs. PC commercials

Adjunct Professor of graduate-level digital marketing at SHU Jack Welch College of Business