Angie Dobrofsky is the founder of Highland View Strategic Marketing. She is a marketing leader and general manager with a passion for building brands and high-performing teams. With a proven track record of driving strategic clarity and delivering results through both top and bottom-line growth, Angie brings best-in-class industry expertise to brands of all sizes.
As a hiking enthusiast, Angie knows that the journey is as important as the destination. Building the foundation for a strategy, aligning key stakeholders, and incorporating diverse perspectives is the key to success. The Highland View approach is about taking a step back to see the bigger picture and build the best strategy the right way. That’s how we will propel your business forward together.
“I am passionate about building brands and I’m excited to work as a seamless extension of your team. Let’s build together!”
Key Skills
Brand Positioning – consumer target, brand architecture, modernization
Brand Strategy – strategic planning, opportunity identification
P&L Optimization – margin expansion, complexity reduction
Brand Activation – media strategy, shopper marketing
Innovation Strategy – white space identification, channel opportunities
Go-to-Market – communication plan, sell story, supply chain alignment
Team Up-Skilling – general manager mindset, P&L ownership
Brand Experience
Case Studies
Go-To-Market
Angie led the launch strategy of Tyson Air Fried Chicken including budget, creative, media, supply chain alignment, and sell-in. Tyson Air Fried was one of the brand's most successful innovations with $20MM+ in year 2 revenue, top category velocities, and media lift above benchmarks with positive halo across the brand.
Brand Strategy & Positioning
Tyson acquired Barber Foods Stuffed Chicken and needed a leader to transform the brand. Angie developed a new consumer target, brand foundations, and strategic plan to deliver growth. She successfully returned the brand to growth by pursuing distribution expansion, channel innovation, product renovation, and marketing optimization.
P&L Optimization
Rubbermaid’s seasonal business was unwieldy and unprofitable. Through financial modeling, incrementality analysis, and primary research Angie created a glidepath to maximize ROI. SKU count was reduced by 60% with minimal topline impact, gross margin increased by 10 points, and the success enabled Club re-entry at +25 points gross margin.
Innovation Strategy
Aidells needed to expand beyond sausage and meatballs to reignite growth. Angie led ideation and consumer testing to develop an innovation pipeline that stretched the brand into new formats with the retail launch of pulled chicken and chicken burgers. Angie is also skilled in channel innovation and opportunity modeling.
Brand Activation
Tyson brand needed an annual plan for its marketing budget. Angie evaluated performance KPIs, media mix modeling, and strategic needs to maximize allocations between sub-brands, tactics and creative assets. Angie achieved strategic objectives and ROI expectations despite the lower short-term efficiency of new masterbrand and innovation spend.
Brand Modernization
Aidells lacked consistent packaging architecture across forms, flavors, and channels which created a barrier to increasing brand awareness and penetration. Angie led a packaging refresh to improve shoppability, optimize messaging hierarchy, and telegraph brand identity. With a cohesive brand at-shelf, Aidells regained momentum in brand KPIs.
“She has always approached her roles with a true ownership mentality and fiercely self-motivated drive to win. . . . always quick to understand challenges and opportunities, able to navigate ambiguity, and decisive and focused in her approach to leading and motivating a cross-functional team through whatever came their way.”
Colleen Hall
VP/GM Cottonelle
“Angie is a strategic brand marketer and general manager who understands how to develop winning brand strategies to profitably grow revenue and share.”
Waylon Good
Sr Brand Director Rubbermaid
“She is an expert in all things brand strategy, portfolio optimization, new product development and P&L management. Her attention to detail and ability to drive meaningful results is unparalleled.”
Matthew Griffith
Customer Planning Director Newell