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Work experience

Nov 2009Present

Senior Consultant

Rustin Marketing

A consulting practice focused on small to medium businesses providing professional advice to improve Marketing Programs.

  • Implemented targeted programs for several clients designed to identify systems installation opportunities to support the GS1 standards initiative for traceability and safety in the food supply chain. Programs delivered an 8 to 20% response rate.
Jul 2009Present

Marketing Consultant

The New England Job Show

A start-up not-for-profit organization engaged in supporting job seekers during in their job search, producing and disseminating quality educational information and services to help unemployed individuals in the New England region.

  • Blog Editor driving editorial content, guidelines, and development of relationship with guest bloggers.
  • Development of the social media marketing plan and metrics
  • Survey creation and analysis to understand the NEJS product value and interests/needs of the job seeker
  • Web development team member responsible for taxonomy, page layout, and content development.
May 2004Jun 2009

Senior Product Manager, Core Business Products

Deluxe Corporation

$1.6B multi-channel marketer of personalized products/services designed for small business, financial institutions. 

Managed a $65 million mature product line during significant corporate change, including brand transformation and moving the primary sales model from direct mail catalog to an Internet based model.

  • Drove a discount campaign among non-returning customers to combat reorder volume loss, focused on changing sales and customer retention patterns for key reorder business.
  • Teamed up with the ecommerce group and an outside agency to improve conversion rates on high volume search words for forms product line to 2% and reduce cost per order 20% utilizing new landing pages, banner ads, and Twitter marketing.

Product team lead on a 4 year project designed to bring all brands onto one common order entry platform simplifying the business, creating one unified product set for the market place, and significantly reducing maintenance costs.

  • Partnered with IT to define the system requirements necessary for brand integration. Developed tools, managed data flow to set-up 30,000 products, harmonized pricing across brands, providing the foundation for an $800,000+/year cost reduction.
  • Phase II: Worked with 13 cross-functional teams to implement IT requirements. Created data templates to move 5,000 products to the new platform providing the foundation for customer data conversion of the largest brand.

Manager, Business Products


Directed a $185 million dollar product portfolio designed to help the small B2B market segment manage and promote their business.  Interim assignment in 2007.

  • Reallocated 6 marketing professionals to support "fast track" development for an on-line, full color product line. Created in-depth competitive intelligence, customer case study, and support for a multi-year product plan.
    • Identified a 60% improvement in quote/order processing time for full color/custom printing by standardizing procedures, reducing hand-offs, and minimizing approvals by sponsoring a cross functional value stream mapping exercise.
    • Identified a 60% improvement in quote/order processing time for full color/custom printing by standardizing procedures, reducing hand-offs, and minimizing approvals by sponsoring a cross functional value stream mapping exercise.
Jun 1997Apr 2004

Senior Business Manager

New England Business Service, Inc.

$551M B2B multi-channel marketer of short-run imprinted products. Products targeted at small companies to manage and promote their business. Products marketed through direct mail catalogs, direct sales, distributors, Internet channels.   

Owned new product development and life cycle activities for a $28 million dollar product portfolio. Provided product leadership within a matrix management organization,  maximized harvest activities in declining business segments.

  • Increased contribution dollars by 60% in the first 3 years after assuming responsibility for the Internet Office Supplies business;. Significantly reduced the support cost structure of handling large volume product additions.
  • Led cross-functional team charged with creating a vertical catalog featuring 13,000 new products for contractors. Shaved 3 months off the normal project schedule. Shared catalog design development responsibilities.
  • Key member of the initiative to adopt Six Sigma to create a substantial increase in NEBS enterprise value.
    • Identified a $450,000 cost reduction in the direct marketing catalog development process in the pilot project; created by a 25% reduction in advertising rework and a series of process efficiency improvements.
    • Leveraged Kaizen process to reduce financial losses, achieved breakeven in 6 months for key product line.
Feb 1995Jun 1997

F.A.S.T. East Marketing & Business Development Manager

Avery Dennison, Fasson Roll Division

5.6B division of a Fortune 500 company producing pressure-sensitive and non-adhesive label stock.

East coast territory manager charged with the marketing efforts for an experimental $13 million short-run, made-to-order pressure sensitive material business serving label converters in North America. 

  • Reshaped business unit strategies to focus on customer needs and to improve reaction time to changes in the market place using an extensive customer interview process as the plan's backbone.
  • Worked with a cross-functional team to successfully expand the F.A.S.T. concept to include wide-web hot melt and emulsion coaters. Developed quick response team, modified equipment, developed new service strategies, redesigned material flow, and developed programs designed to capture market share.
Jul 1987Jan 1995

Market Manager

Avery Dennison, Soabar

$100M+ division B2B marketer of converted products, bar code printing equipment, software, service solutions

Directed the marketing efforts required to maintain a leadership position in a $22 million retail bar code printer segment by capitalizing on the retail movement to Quick Response vendor marking programs. 

  • Achieved 120% increase in carton label sales and a 20% increase in product ID tag/label sales by creating a vendor marking program based on a customer "how to" booklet and supporting advertising.
  • Successfully developed and introduced 2 bar code printers to meet newly emerging demands for carton labeling.
  • Co-developed specifications for in-store and distribution center printers based on customer needs assessment, working closely with other product managers, internal engineering department, and the Japanese supplier.
  • Repositioned a $700,000 advertising program to align with the division's strategic plan.


Sep 1985May 1987

Masters of Business Administration

Bentley College
May 1985

Bachelor of Science

Southern Connecticut State University


Six Sigma Green Belt

The Center for Excellence in Operations