Work History

Work History
Jan 2011 - Present

MARKETING CONSULTANT

INSIGHTOVATION

Developed an insight driven innovation process for business strategy, product management and integrated marketing called INNSIGHTOVATION™; a methodology that helps companies grow through marketing led strategy and initiatives.

Apr 2007 - Dec 2010

Director of Product Marketing

SentrySafe

Succussfully managed SentrySafe's (privately held) portfolio of products including P&L responsibility, 3 year product strategy and roadmap. Implemented the product planning and NPD processes that successfully managed product lifecycles and growth. Developed, mapped and implemented the integrated marketing process, strategic planning process and annual planning process. Developed the strategic plan for the marketing department. Led a team of Product Managers and crossfunctional NPD teams to introduce more new products in SentrySafe's history.

Led the commercialization strategy including new position, packaging, merchandizing, website, social media, cause marketing, email blasts, publications, promotions and tradeshows. Directed Research Department to gather relevant insights that could be translated to innovative product solutions. Built onsite research center to cut research costs by 75%.

Successfully created and managed the Product Marketing Department for SentrySafe's portfolio of products.

Reorganized staff, developed product strategies and roadmaps, implemented product planning and NPD processes that manage product lifecycles and growth.   Led the commercialization strategy including new position, packaging, merchandizing, website, social media, cause marketing, email blasts, publications, promotions and tradeshows. 

Developed, mapped and implemented the integrated marketing process, strategic planning process and annual planning process.   Developed the 5 year strategic plan resulting in a path to grow the business by $60 Million and a 5.5% CAGR.

Rationalized legacy line saving $450,000 in operations and launched more new security safes within 18 months than had been launched in Sentry Safe's history representing $19 Million of new product net sales.

Refocused and rationalized the SentrySafe Gun Safe line resulting in an operating income (OI) swing from a $1.3 M loss to a $1.3 M OI gain in a single year.  Developed a 3 year product strategy and map to differentiate the product line with innovative new products and expand into new channels for continued growth.

Using consumer research, led the strategy and refresh of SentrySafe's line of Fire Resistant Safes, one of the largest platforms of the portfolio.  While increasing consumer satisfaction but not cost, the new line resulted in SentrySafe maintaining their leadership share of the category vs. aggressive new competition from major US brands and strong new players from Asia. 

2005 - 2007

Product Manager, Marketing

Birds Eye Foods

Revolutionized the frozen vegetable category with the introduction of SteamFresh Brand leading to a new national platform with a 5 year product lifecycle.  The introduction added another 4 points to Birds Eye's market share allowing it to regain its market leadership after 10 years of decline. Steam Fresh innovation is now an industry platform across frozen categories.

Developed co-branding and rebranding lifecycle plan for Freshlike Vegetables and McKenzie's Southern Vegetables into the Birds Eye franchise allowing for the management of one national brand vs. a house of brands.  Consolidated marketing spend saving 700,000 while boosting actual promotional activity allowing for a 5 point share swing for Birds Eye vs. Green Giant.  McKenzie's strategic plan improved the line's 5 year CAGR from negative 19% to a positive 3.5%.

Introduced 2 new Birds Eye value added vegetable product lines and over 20 line extensions for the Birds Eye Brand resulting in a 10% increase of top line volume as well as increasing lines profit margins by 2 points.

1986 - 2000

Sales & Marketing Manager

Procter & Gamble

Drove Laundry & Cleaning Products bottom line (Tide, Ivory, Dawn) by managing $90 Million in sales to Merchant Market Customers for the Industrial Chemical and Global Oleo Chemicals Groups.  Emersonian Award winner for the Chemicals Division for growing the business 17% in a single year.  Responsible for Marketing projects allowing Customers to better integrate into P&Gs systems both saving $250,000 year while improving customer satisfaction.  

Successfully managed and grew sales of Procter & Gamble's Food Division Brands such as Pringles, Jiff, Duncan Hines, and Crisco.    Responsible for commercial execution, in-store merchandising and promotional activities for Grocery Retail.  Part of the Sales & Marketing Team that relaunched Pringles Brand, introduced Duncan Hines Ready-to-Eat (RTE) Cookies and a variety of Duncan Hines Baking mix extensions. 

Education

Education
1995 - 2000

Non degreed

Kellogg’s James L. Allen Center for Executive Training, Northwestern University
Aug 1980 - May 1984

BS

Clarkson University