Summary

INNOVATIVE MARKETING EXECUTIVE

Strategic Marketing · Product Development · Communications · Global Brand Experience

Innovative marketing professional and thought-leader in consumer packaged goods industry. Achieved a brand transformation that generated significant sales and profits for the brand and retailers.

Skilled in developing high-impact integrated marketing programs building on unique perspective of consumer marketing from manufacturer, retailer, and advertising agency experience. Campaign effectiveness generated several AMA (AMY) awards for achievement of sales & marketing objectives.

International brand marketer accomplished in developing communications and product innovation on global platforms. Key member of global brand steering group that achieved double-digit annual growth. Led marketing strategy for Americas region consisting of Canada, U.S. and Latin America.

Work History

Work History
2000 - 2009

V.P. Marketing

SSL International plc, Durex Consumer Products Div.

As VP, Marketing with an operating budget of $12M and 25 internal/outsourced staff, responsibilities for the Americas Region encompassing marketing strategy, communications, and product development.

Strategy and Brand Development

Generated significant growth through innovative marketing strategy and brand revitalization initiatives.

·Formulated a strategy that achieved 60% revenue growth over four years from 2004 through 2008.

·Stretched the brand into two product category adjacencies to achieve accelerated brand growth. Over 20% incremental revenue gained in North America. Key European markets generated 15% growth.

·Accomplished comprehensive range overhaul including packaging design and range management that helped to make the brand and category easier to shop.

·National market share grew +5.5 pts during previous 5 years despite no increases in investment.

·Developed “category of the future” initiative with Sales team to improve category performance at a leading U.S. drug retailer. Presented to retailer senior management and successfully implemented.

·Outperformed category growth (+10.1% v +2.7%) achieving “fastest growing brand” status within U.S.

·Market launches in Chile and Columbia delivered 20% additional revenue to L.A. region since 2005.

Communications

Directed a diverse roster of marketing agencies in the development of communications platforms from strategy through creative development and in-market execution. Effective and consistent messaging anchored in understanding of brand equity contributed to increased national market share.

·Generated over 35 awards for effective and creative communications in TV, radio, print, direct, online, OOH, POS and experiential marketing.

·Significant performance gains tracked in brand health checks since tracking began at launch. Effective campaigns drove awareness from 2% to 85% within 3 years despite limited resources.

·Increased utilization of digital and interactive marketing using social networking, propagation, and campaign-specific web assets stretched budget by 20% and generated over 12M impressions.

·Launched a North American consumer panel which reduced research costs by $250k while providing actionable insights in brand equity measurement, communications, product, and other areas.

Product Innovation

Devised long-term innovation platform addressing range improvement, new product development, and commercial streams of innovation which drove growth globally and within the Americas region. Applied strong analytical skills for planning and execution of product launches and key promotional initiatives.

·Launched 20 new products globally, 35 in U.S., 30 in Canada, and 12 in Latin America.

·Developed the Play brand, a key development in the evolution of intimacy care products in FDM.

·Introduced three new product claims to provide distinctive point of difference from competitors.

·Achieved impactful consumer product communication compliant with FDA medical device guidelines.

1993 - 2000

V.P. Special Markets Division

London International Group plc

Promoted from Director, Special Markets to VP Special Markets within two years. Transformed the public health business unit with social marketing programs that employed traditional marketing tools and strategies to help solve challenging social issues.

·Share of the public health sector increased by 8%. Developed innovative social marketing programs to enhance market position in the competitive U.S. institutional public health market.

·Led a cross-functional team to win the company’s contract with the U.S. Agency for International Development (USAID), the world’s largest supply contract for barrier contraceptive products.

1993 - 1998

Senior Brand Manager

London International Group plc

Promoted rapidly from Assoc. Brand Manager to Brand Manager within 18 months of hire. Managed a diverse portfolio of brands in the categories of: women’s health, beauty care, baby/toddler, seasonal, men’s grooming, and reproductive health. Brands included: Caboodles, Sarah Coventry, Oleg Cassini, Brut, Elvira, Kurlash, Confirm, Durex, Sheik, Ramses, Avanti, Koromex, Vaginex, and Feminique.

·Created new category segment within the home pregnancy test market generating incremental sales of $12M and gross profit of $6M within three years.

·Developed effective and integrated consumer and trade promotional support using in-store displays, POP materials, and other tactics. Volume lift exceeded 40% during promotion.

1992 - 1992

Marketing Services Manager / Account Executive

Landers & Partners Advertising

Developed innovative marketing programs and provided client service for a diverse portfolio of clients.

·Formulated strategic marketing plans and in-store programs for Taco Bell franchise markets in North Carolina, South Carolina, and Florida. Integrated communications from broadcast through to in-store merchandising and POP.

·Developed creative strategies to fill menu gaps and day-part opportunities with promotional menu.

1988 - 1991

Manager, Advertising and Special Promotions

American Stores Company, Jewel Osco Food & Drug, Div.

·Developed broadcast and print advertising to support chain sales and merchandising objectives.

·Built integrated promotional programs to generate awareness during the launch into the marketplace.

1986 - 1988

Co-Manager

The Kroger Company, Florida Choice Food & Drug Div.

·Completed intensive in-store training in every facet of store operations/merchandising: in-store restaurant, deli, bakery, meat/seafood, produce, dry grocery, and front-end operations.

Education

Education
2003 - 2004

Tailored Executive Development Program

INSEAD
2000 - 2001

Tailored Executive Development Program

1991 - 1993

Executive MBA

1982 - 1986

B.A.