Summary

A marketing expert and speaker with over 20 years of experience focused on helping brands achieve profitable growth. Success in launching new products, creating new channels of distribution, evaluating brand extensions, crafting promotional ideas, motivating teams, and executing marketing programs all with the goal of increasing brand value and achieving profitable growth.

Work History

Work History
Jan 1992 - Present

CEO and Founder

The Nuancing Group

A marketing consulting firm founded to assist clients in understanding and implementing the nuances of branding and marketing.

Successfully repositioned companies, developed compelling taglines, created new brand names, and implemented new strategies at companies across the United States including Proflowers.com, AMN HealthCare, e-toys.com, and Fair, Isaac. Additional projects:

  • Univisión: Created, evaluated, and tested potential brand positionings for the largest Spanish broadcasting company in the world. By recognizing the changing Hispanic landscape in the US, proposed taglines, tones, and messages that are appropriate, compelling, and differentiated.
  • Somaxon Pharmaceuticals: One of 3 agencies involved in creating the brand name Silenor – a non-narcotic prescription sleeping drug. Led the name creation component with linguists in multiple countries, conducted foreign language screening, and preliminary trademark review.
  • California Coast Credit Union: Spearheaded a shift in marketing strategy beginning with designing the marketing research component (qualitative and quantitative) and culminating in tactical execution.Highlights included changing marketing messages to members in direct response vehicles, revamping interior signage to better brand the branches, and creating an advertising campaign to win share from banks.
  • Sharp HealthCare: Provided the “customer’s point of view” in strategic and advertising meetings. Challenged common assumptions about how patients view health care and how they select a physician. Contributions played a role in The Sharp Experience – an internal and external branding campaign.
  • Branding and marketing columnist for two years for Entrepreneur magazine; currently a contributing editor and wrote the September cover feature entitled “Secrets of Today’s Hottest Retailers.” Brand Blogger for The Mogul Mom (www.themogulmom.com )
Jan 1989 - Jan 1992

Brand Management

Quaker Oats
  • Conceived of an entirely new channel of distribution for Quaker 100% Natural Cereal; promoted the idea to use the cereal as a topping to ice cream and yogurt stores. Within 6 months, it was the branded topping in 1,500 TCBY and Baskin-Robbins stores.
  • Orchestrated an innovative solution to plant lay-offs during the 1991 holiday season by recruiting laid-off union workers to act as grass roots sales representatives and in-store product demonstrators. Resulted in a 15% lift in sales, increased morale, and better customer understanding.
  • Instrumental leader in consumer research, ingredient testing, and plant orchestration of cereal reformulation that reduced its saturated fat content by over 30%; resulted in wide consumer acceptance.
Jan 1986 - Jan 1989

Marketing Editor

Times Mirror Publishing
  • Built a business list from its infancy and turned it into a $9 million revenue stream.
  • Successfully managed the development of the company’s first textbook in finance; managed developmental editors, authors, and staff.
  • Led signings of new books in 1987 bringing in an estimated $1.7 million in first year revenues.
  • Launched the most successful new entry in the introduction to business market within the last 10 years.
Jan 1981 - Jan 1984

Political Consultant/Lobbyist

Liz Goodgold Consulting
I became one of the most active and knowledgeable consultants in the field of lead in gasoline and alternative octane enhancers while starting as a researcher. I lobbied the United States Congress to create legislation and regulation favorable to clients like Arco Oil and Archer Daniels Midland (ADM).

Education

Education
1979 - 1983

BS

University of Maryland College Park