Who said that household cleaning products had to be tired, toxic and terribly packaged? Why can't they be just as lovely - with hardworking performance - as your favorite shampoo or skin care line? That's what Monica Nassif pondered as she pioneered a revolutionary new concept in household cleaning. Drawing from her own experiences, Monica will offer insights about how to reinvent a category, starting with asking the right questions, thinking creatively and the importance of flawless execution. Monica developed The Caldrea Company after serving for more than 18 years as a brand-builder for leading retail and consumer product companies. A proven entrepreneur, she co-founded a marketing design firm, Kilter Incorporated, in 1991 and grew it to one of the largest in the Upper Midwest. She started her marketing career with Target Corporation, a leading United States retailer. Monica's area of expertise includes strategic planning, corporate and product brand-building, and general marketing leadership. In addition to serving large blue-chip clients such as Walt Disney, 3M, IBM, Ecolab and Super Valu, Nassif has helped several start-ups achieve rapid growth. In 2002, she was nominated for Ernst & Young's Entrepreneur of the Year and became a regional winner in the consumer products division in 2004. She was also named “30 to Watch” Business People by Twin Cities Business Monthly. Monica serves as a member of the University of Minnesota's Carlson School of Business undergraduate advisory board.