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Sangita Forth knows that building aspirational lifestyle brands requires a delicate balance of both art and science. And that's exactly what she brings to the table.
An entrepreneur at heart, Forth has more than 15 years of experience in growing world-class brands at companies including Kraft Foods and General Mills. She spent five years at Method Products, where she led the brand strategy and product launches into several new categories, including fabric care, baby care, and adult personal care.
In her current role as VP of brand at Plum Organics, Forth leads all brand and marketing initiatives across marketing communications, brand strategy, partnerships, social media, advocacy, and grassroots activity. Over the past three years, the company has seen more than 3,000 percent revenue growth, thanks primarily to its focus on cultivating meaningful relationships with the company's core consumer: the modern mom. (Yes, you read that right -- 3,000 percent!)
"We receive many fan emails on a daily basis, which validates what we have set out to do," Forth says. "Through our consumer engagement tactics, we have grown our Facebook community by more than four-fold." This social media emphasis was evident in the company's "Summer of Snacking" Facebook campaign, which supported the launch of its new Plum Kids snack line. In a matter of weeks, the company was able to establish a large community on the social network and prompt people to try its new products in key retail accounts.
Under Forth's leadership, the Plum Organics marketing team also created a ground-breaking partnership with the "Yo Gabba Gabba! Live!" tour that -- like the "Summer of Snacking" campaign -- enabled the company to put product samples directly in consumers' hands. Beyond its robust Facebook and Twitter presences, the brand also successfully partners with popular mom bloggers as a part of its mission to inspire a lifetime of healthy eating in children.
You can follow Forth on Twitter at @sjforth.
Sears Holdings Corp.
The editorial team at iMedia Connection is proud to present the iMedia 25 Class of 2012, compiled with the help of our 2011 honorees and our community of digital industry professionals. This list recognizes the accomplishments of key influencers in interactive marketing, who not only excel in their own business roles but are also able to execute on innovative ideas, share them with peers and consumers, and push this vital field to new levels of success and significance.
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