Description
PROFESSIONAL SUMMARY A results-driven strategic marketing executive with over 20 years of business experience. A leader who understands the principles behind enduring Brand growth and can translate and communicate them into easy to understand strategic roadmaps. Broad based team leadership of marketing, strategic planning, sales, operations, finance, research and development and distribution. Known for creating and developing cohesive teams that produce strategic and profitable brand growth. ACCOMPLISHMENTS Brand Turnaround: Asked to create a Strategic Branding Plan for a business losing significant amounts of money on the bottom line ($10 million). Develop a Brand Vision and Strategic Roadmap. Results: The business was profitable within 6 months of execution and currently runs a bottom line profit of $80 million. Growth Strategy: Charged with creating a growth strategy for a small business ($3 million sales revenue). Developed a Brand Vision and Strategic Roadmap. Results: Profitable growth in double digits for the last 7 years, currently at $300 million in sales revenue. Portfolio Growth: Selected to create a strategy for a portfolio of Brands. Developed a Brand vision and Strategic roadmap that included direction for all Brands as well as new product introductions. Results: New product revenue is over $1 billion and was expanded to 42 countries. The portfolio grew at double digit rates for 4 plus years. New Product Idea Development and Evaluation: Asked to create new product ideas for launch that would increase the Brands profit margin and be consistent with its Strategic Vision. Created 150 new product ideas and evaluated them versus the Brands Strategic Vision, recommending 12 for launch. Results: Launched 10 of the items over a 4-year period growing sales revenue by 80% and profit margins by 15%. New Products That Make An Old Brand Contemporary: Charged with creating new products that would be a hit with younger category users. Led a cross-functional team that developed and launched 4 new items that were strategically consistent with the Brand. Results: Increased share of entry point users by 20% and grew sales revenue an incremental $75 million. Revived A Business: Charged with reviving the Companies largest business unit, which had been in decline 5 years. Led the cross functional team that developed and executed the Strategic Roadmap. Results: The Brand responded with positive shipment and consumption/share growth for the next 3 years. Make an Old Brand Icon Contemporary: Managed the creation of a new look for the company's brand icon who is one of the top 3 most recognized icons in the country. Led the cross functional team that updated the graphic look for the icon. Results: Increased consumer association of the Brand with fun and contemporary snacking as the new look became a hit with younger consumers. Squashing a Competitive Threat: Charged with reversing share declines at the hands of a regional competitors aggressive spending. Developed the plan and led the Cross Functional Team that executed it. Results: Profitably increased Brand growth at 10 times the national average.
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