Work History

Work History
Mar 2006 - Present

President, Board of Directors

San Francisco Jewish Film Festival

Elected position in the oldest and largest festival of its kind in the world with a $1.4 million operating budget.

Sep 2009 - Jul 2010

Vice President, New Project Development

Lieberman Productions

Led strategic initiatives in the areas of new product development, brand building, direct marketing and e-commerce for consumer products including Proactiv and Meaningful Beauty by Cindy Crawford.

  • Established new product evaluation system and made investment recommendations to Guthy-Renker partners.
  • Created company-wide branding guide for Meaningful Beauty ensuring messaging consistency.
  • Developed 500+ FAQ online CRM knowledge base for Proactiv enhancing consumer engagement.
  • Collaborated with Retention and Acquisitions teams in creation of marketing plan for new Proactiv digital resources to encourage education, compliance, and consumer purchase and satisfaction.
  • Conducted returns analysis by brand, media type, entry kit size and shipment stage.
  • Established metrics for new lead generation strategy introducing a new potential revenue source.
  • Counseled infomercial production team on new food and cosmetic product consumer research and strategy.
Dec 2000 - Sep 2009

VP Marketing & New Product Development

Nature's Cure

Private health & beauty products company specializing in combining conventional and natural treatments.

Managed marketing strategy and P&L for acne and feminine care lines, and new product development. Reported to CEO as member of company’s strategic decision-making team, and directed key projects across corporate functions.

New Product & Brand Development

  • Spearheaded development of new health & beauty treatments including online and BASES concept testing, formulation & contract manufacturing supervision, clinical testing, regulatory compliance, packaging and ingredient sourcing, competitive analysis, positioning, test marketing, and launch plan and execution. Launched 6 products nationally.
  • Developed and launched feminine care product line, delivering company’s first new category entry; successfully promoted brand to new target audience and achieved 26% of gross sales with significant upside.
  • Built shelf presence and equity with acne line extensions and new packaging, website and advertising, maximizing share in an intensifying competitive environment.

Strategic Advertising

  • Managed TV, radio and print budget of up to $1.8MM.
  • Initiated and implemented Direct Response TV strategy; established telemarketing and fulfillment, analyzed and optimized campaigns, and generated cost savings in excess of 50%.
  • Expanded print program with new creative, exceptional negotiated rates, added-value and online tracking system credited for gaining new distribution.

Digital, Promotional and Trade Marketing

  • Increased teen reach and elevated brand image through online advertising, social media, e-mail, mobile, podcasting, sponsorship, sampling, out-of-home and coupon programs.
  • Redesigned website and employed SEO, improving conversion and gaining 46 top-30 Google results in 6 mos.
  • Built joint promotions that produced new distribution and display orders (30% of key season revenues).
  • Enhanced sales team’s use of IRI data for performance review, forecasting and category recommendations.
Jul 1998 - Dec 2000

Product Manager

http://www.sunsweet.com

The world's largest branded dried fruit company with over 85% brand recognition among American households.

Product Manager

Product Manager responsible for entire North American business. Reported to VP Marketing; supervised Associate.

Developed three new product lines, restaged another and resuscitated a stagnant product during first year

  • Grew dried fruit category with launch of Fruitlings, first line with a fun personality and family appeal. Oversaw branding, flavor development, proforma P&L, pricing, consumer insights, positioning and marketing mix. Achieved 50% ACV retail distribution in 5 months, and 6% share of fragmented category.
  • Launched rival to Ocean Spray Craisins to gain 12% share of segment with minimal budget in 5 months.
  • Redesigned, improved and extended specialty fruit line, moving Sunsweet’s rank from #6 to #2 in category.
  • Grew prune juice sales by introducing new use; contributed to development and test-market of smoothie line.

Launched repositioning and turn-around of declining $140mm Sunsweet Prune business

  • Redesigned 18 SKU Prune line, implemented name change to “Dried Plums,” and managed communications.
  • Developed television ad campaign, gaining 4-6% volume sales lift per IRI research.
  • Planned and implemented 5 themed national promotions featuring sweepstakes, contest or cause-related sponsorship supported by advertising, coupons, sampling and in-store tactics; produced up to 22% sales lift.
Jun 1996 - Jul 1998

Marketing Services Manager

Cott Beverages

Largest global private label soft-drink provider with $1 billion in revenue; leader in private branding, strategy consulting and roll-out implementation.

Partnered with major grocery chains to launch and expand their private brands.

  • Developed and built new retailer brands and product sub-brands.
  • Launched soda lines at Fred Meyer and Lucky leading to double digit category growth.
  • Researched, evaluated and developed new beverage products using Nielsen data and market research.
Jun 1995 - Aug 1995

Product Management Intern, Office Products Group

http://www.averydennison.com

Manufacturer of products for consumer and industrial markets, including Avery and other branded office products.

Reported to product manager for $60 million MARKS-A-LOT and HI-LITER brands.  Projects included business analysis, competitor/retailer review, consumer research, R&D planning and costing.

Sep 1988 - Jun 1994

Various

Various agency and corporate marketing communications positions. Responsibilities included client service, new business acquisition, marcomm strategy, creative team management, special events and media relations.

Education

Education

Skills

Skills

Research

Consumer and market research including primary (Bases, Zoomerang, focus groups, surveys) and secondary (IRI, Nielsen, online, article databases, pubmed).

Quantitative Analysis

Market, sales & competitive analysis

P&L Management & Negotiation

P&L and budget management; negotiation with media, manufacturers, packaging suppliers and other vendors

Public Relations & Promotions

Public relations, media relations, investor relations & promotions strategy and execution.

Packaging Development

Package design strategy, research and oversight; food, drug and cosmetic regulatory and labeling.

Online & New Media

Website development; search engine optimization; online advertising; new media and word-of-mouth marketing (social networking and mobile advertising and promotions; blogger relations; bulletin boards; podcasting, online video)

Advertising Management

Traditional and direct response broadcast advertising strategy; oversight of broadcast and print creative development, planning and buying; print media planning & buying

New Products

New product concepting, testing, development & launch.

Branding

Brand development, strategy & repositioning; brand research and analysis

Resume

DANA DORON

San Francisco, CA  •  dana@danadoron.com  •  www.danadoron.com

___________________________________________________________________________________

SENIOR MARKETING PROFESSIONAL

Innovative consumer product marketer with 15+ years in brand management, new product development, and communications. Known for spearheading entry into new categories and creating new marketing & distribution models, reducing costs and increasing revenues. Excel at translating strategies into effective, measurable tactics; motivating purchase through effective segmentation; using ingenuity to solve problems and create opportunities; and, leveraging new media vehicles and technologies.

EXPERIENCE & ACHIEVEMENTS

GUTHY-RENKER, LLC (Lieberman Productions Subsidiary), San Francisco, CA        2009 – 2010

Worldwide leader in direct marketing of skincare, cosmetics and other consumer products.

Vice President, New Project Development

Led strategic initiatives in the areas of new product development, brand building, direct marketing and e-commerce for consumer products including Proactiv and Meaningful Beauty by Cindy Crawford.

  • Established new product evaluation system and made investment recommendations to Guthy-Renker partners.
  • Created company-wide branding guide for Meaningful Beauty ensuring messaging consistency.
  • Developed 500+ FAQ online CRM knowledge base for Proactiv enhancing consumer engagement.
  • Collaborated with Retention and Acquisitions teams in creation of marketing plan for new Proactiv digital resources to encourage education, compliance, and consumer purchase and satisfaction.
  • Conducted returns analysis by brand, media type, entry kit size and shipment stage.
  • Established metrics for new lead generation strategy introducing a new potential revenue source.
  • Counseled infomercial production team on new food and cosmetic product consumer research and strategy.

NATURE’S CURE, INC., Oakland, CA                                                                            2000 – 2009

Private health & beauty products company specializing in combining conventional and natural treatments.

Vice President of Marketing & New Product Development (2005-2009); Director of Marketing (2000-2005)

Managed marketing strategy and P&L for acne and feminine care lines, and new product development. Reported to CEO as member of company’s strategic decision-making team, and directed key projects across corporate functions.

New Product & Brand Development

  • Spearheaded development of new health & beauty treatments including online and BASES concept testing, formulation & contract manufacturing supervision, clinical testing, regulatory compliance, packaging and ingredient sourcing, competitive analysis, positioning, test marketing, and launch plan and execution. Launched 6 products nationally.
  • Developed and launched feminine care product line, delivering company’s first new category entry; successfully promoted brand to new target audience and achieved 26% of gross sales with significant upside.
  • Built shelf presence and equity with acne line extensions and new packaging, website and advertising, maximizing share in an intensifying competitive environment.

Strategic Advertising

  • Managed TV, radio and print budget of up to $1.8MM.
  • Initiated and implemented Direct Response TV strategy; established telemarketing and fulfillment, analyzed and optimized campaigns, and generated cost savings in excess of 50%.
  • Expanded print program with new creative, exceptional negotiated rates, added-value and online tracking system credited for gaining new distribution.

Digital, Promotional and Trade Marketing

  • Increased teen reach and elevated brand image through online advertising, social media, e-mail, mobile, podcasting, sponsorship, sampling, out-of-home and coupon programs.
  • Redesigned website and employed SEO, improving conversion and gaining 46 top-30 Google results in 6 mos.
  • Built joint promotions that produced new distribution and display orders (30% of key season revenues).
  • Enhanced sales team’s use of IRI data for performance review, forecasting and category recommendations.

SUNSWEET GROWERS, INC., Pleasanton, CA                                                                1998-2000

The world's largest branded dried tree fruits company with over 85% brand recognition among American households.

Product Manager

Product Manager responsible for entire North American business. Reported to VP Marketing; supervised Associate.

Developed three new product lines, restaged another and resuscitated a stagnant product during first year

  • Grew dried fruit category with launch of Fruitlings, first line with a fun personality and family appeal. Oversaw branding, flavor development, proforma P&L, pricing, consumer insights, positioning and marketing mix. Achieved 50% ACV retail distribution in 5 months, and 6% share of fragmented category.
  • Launched rival to Ocean Spray Craisins to gain 12% share of segment with minimal budget in 5 months.
  • Redesigned, improved and extended specialty fruit line, moving Sunsweet’s rank from #6 to #2 in category.
  • Grew prune juice sales by introducing new use; contributed to development and test-market of smoothie line.

Launched repositioning and turn-around of declining $140mm Sunsweet Prune business

  • Redesigned 18 SKU Prune line, implemented name change to “Dried Plums,” and managed communications.
  • Developed television ad campaign, gaining 4-6% volume sales lift per IRI research.
  • Planned and implemented 5 themed national promotions featuring sweepstakes, contest or cause-related sponsorship supported by advertising, coupons, sampling and in-store tactics; produced up to 22% sales lift.

COTT BEVERAGES, USA, Burlingame, CA                                                                      1996-1998

Largest global private label soft-drink provider with $1 billion in revenue; leader in private branding, strategy consulting and roll-out implementation.

Marketing Services Manager, West Region

Partnered with major grocery chains to launch and expand their private brands.

  • Developed and built new retailer brands and product sub-brands.
  • Launched soda lines at Fred Meyer and Lucky leading to double digit category growth.
  • Researched, evaluated and developed new beverage products using Nielsen data and market research.

AVERY DENNISON, Diamond Bar, CA                                                                      Summer, 1995

Manufacturer of products for consumer and industrial markets, including Avery and other branded office products.

Product Management Intern, Office Products Group

Reported to product manager for $60 million MARKS-A-LOT and HI-LITER brands.

1988 – 1994: Various agency and corporate marketing communications and public relations positions.

EDUCATION

MBA, STANFORD UNIVERSITY GRADUATE SCHOOL OF BUSINESS, Stanford, CA                1996

Elected Senator to student association, Co-Chair of Marketing Club.

BA, UNIVERSITY OF PENNSYLVANIA, Philadelphia, PA                                                        1988

Distinction in Psychology, magna cum laude, Phi Beta Kappa, General Honors.

ACTIVITIES

Civic                  President, Board of Directors, San Francisco Jewish Film Festival

                          Elected position in the oldest and largest festival of its kind in the world with a $1.4 million operating budget.

                          Volunteerism:  5 projects through Stanford’s Alumni Consulting Teams providing strategy and marketing expertise to Bay Area non-profits; Tutored a San Francisco grade school student.

Personal            Language skills in Hebrew, French and Spanish.

Summary

Broadly skilled and innovative consumer product marketer with almost 20 years in brand management, new products, strategy and communications. Spearheaded entry into new categories and new marketing & distribution models that cut costs and increased revenues. Excel at translating strategy into cost-effective, measurable tactics; using ingenuity to solve problems and create opportunities; learning & implementing new media vehicles and technologies quickly; developing innovative new product ideas; and tailoring positioning and messaging to different audience segments.

Areas of Expertise

  • Brand building & repositioning; market, sales & competitive analysis; consumer/market research.
  • New product concept creation, testing, development, packaging, projections, P&L management and launch.
  • Direct response and traditional advertising strategy, creative oversight, planning & buying; public relations & promotions strategy/execution; new media programs, website development & search engine optimization.