·Head of planning and media research for independent ESOP media agency with $175M in reported billings in national TV, radio and magazines.
·Company specialized in advertising planning and buying for major US packaged goods operations for both established companies/brands and launching new brands.
·New product launch specialist:Partnered with President/CEO’s, VP’s of Marketing and Brand Management to launch new products from initial distribution and test phase to rollout and eventual national support.Developed initial sell-in collateral, analyzed IRI B-Scan and creative mix testing, recommended initial rollout plans and annual support media plans.
oChattem Drugs: Launched Gold Bond and pHisoderm national ad plans after company new product acquisition.
oEnamelon Toothpaste:Worked with team from initial 7-market, $2.5M dollar startup plan to $22M national introduction.
oTherasense :Launched radical new diabetic health care product promising painless glucose testing.Worked with VP Marketing from initial sell in plan to doctors, diabetic educators year one to general consumer plan. Company sold to Abbott Labs after successful 3-year track record.
§Restaurants: Friendly’s Family Restaurants, Chi-Chi’s
§Combe, Inc. (Grecian Formula, Lanacane, OdorEaters)
§MedTech:(Compound W, Cutex Nail Remover)
§Radio Stations:KBIG Los Angeles, KDFW Dallas, KPIX San Francisco, and 18 major market radio stations in partnership with Miller and McCall.
§McCain Foods:McCain Pizzas, McCain French Fries
·Responsible for training of research and buying staff, negotiating media vendor contracts, client presentations.