Gino Biondi

Gino Biondi

Branded Portfolio Work

Work History

Work History
Nov 2010 - Present

Director Brand Development

Family Dollar

Family Dollar ($10B), 7,200 stores

Private Brand ($2B)

  • Leading Brand Development, Packaging and Marketing for the Private Brand portfolio across Food, Household, Pet, Health & Beauty, Home Goods, Apparel and General Merchandise.
  • Leading and supporting 15 unique brands and a staff of 14 in the creation and development of packaging design as well as the marketing strategies and plans to support Private Brands.
  • Upgrade and refreshed priorty brands including formalizing style guides. 
  • Led implementation of over 2,000 items in just over a year.
  • Implemented new workflow processes to manage approvals and volume of item deveopment.
  • Manage design agencies and prepress for all packaging.
  • Developed integrated Compare & Save marketing messaging strategy across print, signage, digital and PR.
  • Innovated strategies utilizing low cost retail assets to support private brand. 
Jan 2010 - Nov 2010

Chief Marketing Officer

ScentAir Technologies Alerion Partners Private Equity

ScentAir Technologies ($24M)

Sensory Customer Experience Marketing

  • Led ScentAir Marketing, Strategic Accounts, Distributor Sales and Customer Service
  • Achieved 40% growth in less than 1 year.
  • Optimized Brand Positioning; Website architecture
  • Revamped the communications to make scent an essential customer experience component for the Hospitality, Retail, Gaming, Entertainment, Convenience industries.
  • Led a complete Digital Marketing program overhaul.
  • Led scent design development for major customers including Hugo Boss, Limited, Mandalay Bay, Venician, Westin, Sheraton, Holiday Inn
  • Built new CRM model increasing penetration and Customer Loyalty retention improvement 20%.
May 2006 - Jan 2009

Global Vice President Marketing

Rubbermaid Consumer Products Division ($1B)

Responsible for leading Marketing & Business Development functions and resulting brand and business turn-around.

  • Reported directly to the President and led Strategic Planning.
  • Achieved introducing $300MM Sales of new products, $90M incremental in 18 months.
  • Achieved a 16 point GM improvement through improved margin products, pricing & new products.- Mangaged seven categories and over 2,000 SKU's.- Hired and Developed a new high performance Marketing team
  • Conducted extensive consumer research and brand equity studies resulting in formulating a new brand postioning, logo design optimization and packaging redesign.
  • Developed brand vision and strategies resulting in $23M new capital investment.
  • Implemented Business Reviews, Product Development Reviews, Milestone and Marketing Plans.
  • Led New Business Development resulting in securing patented technology for Air Care product platform with a new brand and a new category estimated at $60M Sales Year 1.
  • Led agency reviews resulting in hiring world class Y&R Ad, Zenith Media and Edelman PR agencies.
  • Synchonized global brand strategies including research, packaging, products and advertising.
  • Built Marketing Research disciplines from the ground up incoporating quantitative and qualitative capabilities and including new methodogies with user interacton and on-line surveys.
  • Developed and executed compelling integrated marketing plans including revamping digital marketing, new TV advertising, national consumer promotions, radio, direct mail program and mobile marketing.
2001 - 2006

Category Marketing Director

Georgia Pacific Corporation

Paper Towels Category( $1.3B)Brawny, Sparkle, Mardi Gras, So Dri, Green Forest & Private Label

  • Achieved major pofit and growth turnaround by repositioning and refreshing brands in a complex category of brands and private label by differentiating the positioning, implementing consumer segmented strategies, creating new packaging, improving and introducing products increasing profitability $80M and sales +5% in a mature category.
  • Managed $50M fully integrated marketing spending including both traditional and non-traditional efforts achieving a Gold Effie, Bronze Effie, Bull Dog and Silver Flame  Awards.
  • Re-launched the Brawny brand on a half billion capital investment leading all parts of the organization to a flawless national brand re-launch comprising of a complete brand redesign and including new iconography, product improvements, licensing and aggressive marketing campaigns.
  • Led NASCAR and Disney sponsorships, licensing with Marvel, Scooby Doo, Rudolf-the Rednose Riendeer, mary Englebright.
  • Developed integrated Hispanic marketing programs.
  • Optimized Sparkle brand on new positioning, packaging design, line extensions becoming Wal*mart #1 share brand.
  • Led industry largest Category Private Label portfolio to profitability including Wal*Mart, Costco, Target, Kroger, Publix, HEB, Ahold.  Wal*Mart Decorator Towels is a top 10 item in the entire store.  Managed all packaging design efforts across all retailers.
  • Developed a Value Brand convergence strategy differentiating products creating trade-up ability.
  • Recieved Georgia Marketing of the Year & Georgia Pacific Outstanding Performance Award

Quilted Nothern Bath Tissue ($1B)

Senior Brand Manager

  • Led and revived brand to a growth mode achieving 3.5% growth on a 1% growth category.
  • Refined Brand Positioning to emotional connection and incorporated into packaging design refinements and advertising strategies.
  • Re-launched Quilted Northern Ultra bath tissue launch to a luxurious/plush positioning with new packaging, product improvement and marketing campaign including new advertising.
  • Developed and achieved significant claims advertising against P&G Charmin brand.
  • Levergaged Quilted Northern's 100th Anniversary with Sweepstakes Promotions and Public Relatons..
  • Created new brand extension for wet wipes, patented packaging design and brand name.
1994 - 2001

Brand Manager

Bush's Baked Beans - Bush Bros. & Co.

Bush's Beans ($500M)


Original team member of Bush's transformation from a regional to a #1 share national brand including Gold Effie award winning advertising.

  • Led Bush's Beans packaging design efforts across all bean segments creating "Gold" Baked Beans label, "Blue" Variety Beans and "Orange" Chili Beans.  Developed Bush's shield Corporate brand logo.  Led design agency evaluations, hiring and reviews.
  • Developed Bush's first "Talking Dog" advertising campaign and participated with innovative Media Planning for national advertising leading to Bush's # 1 Market Share.
  • Led implementation of Nielsen data and Homescan services.
  • Led consumer promotions including all FSI, In-store, Catalina and Country Music Association Sponsorship.
  • Led marketing research for packaging design, new products and advertising.
  • Led Trade Marketing Analyses resulting in category shift to a more profitable promotion strategy.
  • Created Retail presentations resulting in expanding distribution and increasing promotion activity.
  • Led team for Business Reviews and Objectives & Strategies and Marketing Plans.
  • Developed and launched #1 Barbecue Baked Beans variety and #1 Black Beans products.
1993 - 1994

Marketing Manger

Nabisco Foods

Planters Nuts Brand

  • Led introduction of innovative packaging product for Costco expanding distribution. 



  • Executive New Product Development Management Program

University of Pennsylvania - The Wharton School
  • Executive Marketing Excellence Program
  • Developed Pricing Case Study for Rubbermaid Brand


University of Maryland
  • Atheletic Advisory Board


Wake Forest University - Babcock Graduate School of Management
  • Intership - Wachovia Corporation, Corporate Lending
  • Babcock Award - Leadership, Integrity & Managerial Potential
  • Chairperson - Southeast MBA Marketing Case Competition



  • USA Masters Swimming, US Age Group Rank Top 30 500 Freestyle & 1650 Freestyle
  • USA Swimming Officlal - Referee, Nationally Certified Starter and Stroke & Turn Judge
  • SwimMAC Carolina - Marketing Commitee Chair


                                            CLASSICAL CONSUMER MARKETER

                                            STRATEGY =========> EXECUTION                                                                               


17+ years classical marketing experience with significant and consistent double digit results by reinvigorating brands and business to step-change performance.

  • High energy, enthusiastic, hands-on, get it done focused leadership.
  • Unique ability to develop people, brands, tap creative ideas and turn insights into action.
  • Achieved numerous brand restages, new brands and new product launches. 
  • Created multiple award-winning marketing campaigns
  • Creative risk taker, innovator and a relentless passion to get to the soul of the strategy, idea or insight in a way that excites consumers and customers thoroughly.
  • Dedicated collaborator for a winning team atmosphere with the entire organization to generate contagious enthusiasm.

Major Accomplishments:

  • Leading new brand and refreshed Private Brands for Family Dollar across 2,000+ items and innovative marketing support growing high double digit.
  • Led Rubbermaid Brand Consumer Products turnaround to record sales and margins.
  • Drove Bush's $180M to $500M+ from regional brand to national #1 Share.
  • Re-introduced Quilted Northern Ultra Tissue, and refreshed brand to clear #2 $1B brand.
  • Led and reversed declining GP's Paper Towel Category to +$35M Sales and +87% GM.
    • Re-launched Brawny on aggressive integrated marketing to clear #2 brand.
    • Established Sparkle Paper Towels as #1 Walmart share brand.
  • Achieved leading positon Private Label Towels at Walmart/Target/Costco/Kroger.Led ScentAir to +40% Sales growth to $24M and a +20% customer loyalty increase in an emerging recurring business model industry.