STRATEGIC BRANDING AND BUSINESS OPTIMIZATION EXPERT Extensive skills in marketing, finance, communications and general management have driven break-through strategies for the entire lifecycle of regulated and non-regulated consumer products resulting in billions of dollars in incremental revenue. Senior Executive Visionary with stellar record of developing unique insights to drive brands from launch to category leadership in consumer products, pharmaceutical, medical device, licensing, and new media categories. Multiple successes in classical brand management, financial modeling, entrepreneurial business development, contract negotiations, advertising, and marketing consulting serve a deep reservoir of knowledge and experience to: launch and restage brands; create meaningful brand propositions and compelling communication campaigns; direct profitable operations and partnerships; maximize the marketing mix; increase market share and brand equity; and improve profitability. A “can do” team player and proven leader in both linear and matrix environments, key skills include: * Marketing & Advertising Account Management / Consulting * Strategic Analysis & Planning in Traditional Media as well as Internet and New Media * Financial (ROI) Modeling * Marketing Mix Optimization * P&L * Business & Marketing Plan Development * Licensing & Brand Management * High Impact Presentations
Nov 2007 - Present
Vice President, Sustainable Marketing
Division Head for brand consulting practice, Stratavist. Developed a new marketing model grounded in acknowledging the paradigm shift from advertiser “push-based” branding methodologies to consumer empowered “pull-based” peer-to-peer networks. The model provides a comprehensive and fully integrated solution to the brand planning process and has been used to develop unique consumer insights for the largest consumer packaged goods and beverage companies in the world. A major technology research firm viewed this approach as a significant advancement in brand management and predicted it would serve as the foundation for solidifying brand / customer relationships in the 21st century.
Apr 2006 - 2007
Faith Popcorn's BrainReserve
Head of Healthcare Strategic Brand Consulting Practice Lead strategic effort to identify innovative strategies to communicate with consumers and patients in a new healthcare reimbursement environment for a diversified multi-billion dollar consumer products, pharmaceutical and medical device conglomerate. Convinced “C” level executives on the strategic rationale for a major shift in corporate communications policy which was subsequently adopted and is currently in implementation. Directed internal team of 8 consultants and strategists, outside agency vendors, and client managers on a major portfolio positioning and segmentation project of a $7MMM multi-product franchise of a top 5 global pharmaceutical company. Resulting effort has been estimated to reduce internal brand cannibalization by over $250MM while building overall portfolio market share.
2000 - 2005
Senior Vice President
Saatchi & Saatchi Healthcare
Business Consultant to Healthcare Industry Was one of four senior executives who founded Saatchi & Saatchi Healthcare. Developed a business model of providing second-tier consumer and pharmaceutical companies with financial, portfolio, and marketing planning prior to developing brand communication strategies. Upon gaining client approval to business plans and strategies, would direct planners, creative, and vendor entities to execute tactical efforts. Helped build start-up agency to over $50MM in annual billings within 2 years. • Served as an “on loan” divisional General Manager of Specialty Healthcare Manufacturer; developed annual financial, business and marketing plans for businesses accounting for over $250MM in annual sales. • Created unique strategies and directed development of advertising campaigns that built a consumer FDA regulated OTC brand (Refresh Eye Drops) from $40 million to $100MM+in annual sales, surpassing Visine as market leader.
1986 - 2000
Wholesale distribution publishers, advertising/consulting agency, and Internet application developers. Started an import/export publishing business, built it into a worldwide category leader and evolved it into a B2B, Internet, and consulting service supporting telecommunications, hospitality, and healthcare industries through business planning, financial modeling and marketing mix optimization. Aided internet start-ups in gaining over $20MM in seed capital and helped an apparel company “go public” through a reverse merger strategy. Developed million dollar joint ventures and licensing activities with Lou Reda Productions (award winning producer for the History and Military channels). Have monetized over 40 internet domain names and properties (including golfclubs.com, golfteetimes.com, and myrtlebeachvacation.com). Developed and sold proprietary new media digital networks.
1979 - 1986
Brand Manager - New Products
Full P&L responsibility for development of 19 brands, guiding concept through development in household, cosmetic, and OTC ethical product categories. Did due diligence for two major acquisitions, representing portfolios of over $200MM in annual sales. Launched six line extensions and a laundry detergent product with a $50MM introductory launch budget (largest category launch effort in history). Was directly responsible for adding over 50% of annual corporate revenue through organic launch and line extensions from the years 1980 through 1986. Achieved fastest promotion from entry level marketing to P&L responsibility in company history. Worked on launches of two $100MM+ brands (Aqua Fresh Toothpaste / Massengill Products) .
1979 - 1986
1981 - 1983
Full P&L responsibility; super¬vised Consultants, Sales, Agency and R&D suppliers; managed national Weight Watchers licensed business expansion from 20% to 80% of US: wrote and negotiated contracts with licensees; directed reformulations and restaged bakery business to increase profitability by 65%; wrote copy strategies, media and business plans for licensed businesses.
1978 - 1979
Healthcare Division Sales - A top 5% Performer.
1973 - 1977
University of Pennsylvania - The Wharton School
Dean's List with Distinction (all semesters) Cum Laude