CAREER SUMMARY
Senior marketing leader and entrepreneur with proven ability to shape strategic goals, revitalize core businesses, drive product innovation and deliver results across 3 distinct industries: Food and Beverage, Healthcare, and Technology at premier Fortune 500 companies. 12+ years of progressive brand management experience, and strong track record of identifying growth opportunities, developing insight-driven consumer and professional marketing strategies, collaborating effectively with key stakeholders and delivering growth for flagship brands.
EXPERIENCE
MARKETEALO A DIVISION OF THE MARKETING BASICS, LLC, Libertyville, IL 2012 Present
Managing Partner / Co-Founder
Conducted assessment that provided clarity on market potential for new Latin-inspired craft brewery for Crown Imports, LLC, including identification of key macro trends, analysis of Latin influence on food and beverages in the U.S., identification of target consumer and segmentation of the craft beer category.
"Developed business case with rationale for innovation strategy to create new craft beer brand and product.
"Created work session to align on brand vision, explore innovation platforms and experience product profiles.
"Recommended strategies to capitalize on growth of mezcal in US that were so well received by Crown Imports CMO they were presented to CEO.
GOOGLE, INC., MOTOROLA MOBILITY, Libertyville, IL 2011 2012
Senior Global Product Marketing Manager, Mid-Tier and Performance Smartphones
"Led product marketing for successful launch of Motorola ATRIX 2 at AT&T which won industry awards, including CTIA Best in Show and Laptop Magazine Best of CTIA.
"Developed product positioning, strategic marketing brief and core marketing message and visual manifesto for successful launch of Motorola Admiral at Sprint.
"Led successful launch of Motorola DEFY+ in global regions across Europe, Asia and Latin America with 1MM+ units for one of Motorolas most successful smartphone franchises to-date; DEFY+ was awarded Best Outdoor Smartphone by Android Magazine.
"Developed best-in-class tools to improve format and process for qualitative user experience research and quantitative positioning research which were endorsed by senior management.
BAUSCH + LOMB, Rochester, NY 2007 2010
Senior Product Manager, Bausch + Lomb Specialty Toric lenses and Dailies lenses
"Created Brand Strategy and Vision to generate news for Bausch + Lomb Toric lenses by leveraging new clinical claims and professional trade outreach.
"Developed Action Plan for SofLens Daily Disposable to re-launch Bausch + Lombs newest contact lens which resulted in +80% sales growth.
"Partnered with Global Brand Team to develop new Global Positioning Platform for Bausch + Lomb Toric lenses.
"Launched $3MM national Consumer digital media campaign to drive trial and awareness for SofLens Daily Disposable contact lenses which exceeded target for trial conversion by 20%.
"Strategized and implemented successful Professional media campaign for PureVision Toric lenses which leveraged claims against key competitor ACUVUE Oasys for Astigmatism.
"Led development of PureVision Specialty lens clinical study to generate claims which addressed key barriers to patient satisfaction and became key message for Professional detailing.
"Led successful test launch of SofLens Daily Disposable for Astigmatism contact lenses.
UNILEVER, Englewood Cliffs, NJ 2001 2007
Brand Manager, Lipton PureLeaf Iced Tea, Pepsi Lipton Partnership, Purchase, NY 2004 2007
"Developed Premium Positioning Platform for Lipton ready-to-drink iced tea; successfully presented proposal to Partnership Board, including Dawn Hudson, President / CEO Pepsi, John Rice, President, Unilever, Americas.
"Led creative development of Lipton Live Well Challenge $5MM+ National Activation Program with National Print and Radio Advertising, UTC Online Sweepstakes, FSI, Point-of-Sale materials, PR Kick Off on Ellen DeGeneris Show and 10 Market Event Tour.
"Developed Key Influencer Strategy with Ogilvy PR which resulted in successful national launch of first ever Healthy Beverage Guidelines, published in American Journal of Clinical Nutrition, and featured in USA Today, New York Times, Boston Globe, LA Times, Chicago Tribune.
"Led national launch of 1st ever premium Lipton ready-to-drink items White Tea with Tangerine and Green Tea with Orange and Passion Fruit on track to deliver $10MM+ in sales.
"Strategized and implemented Defense Plan to pre-empt Coke / Nestea Gold Peak Launch which has resulted in $2MM in incremental sales to date.
"Created Southern Brew strategy; Partnered with Pepsi bottler to deliver +40% sales growth in test markets.
"Designed Regional Growth Strategy which resulted in +10% growth in single-serve sales.
Brand Manager, Country Crock, Imperial and Brummel & Brown 2003 2004
"Developed Innovation Platform for rotational flavors to bring excitement to margarine category through unique Country Crock sub-brand in 3 Phases, starting in 2004 and extending into 2006.
"Recommended new business model for base innovation merchandising saves $4MM per year.
"Designed Brand Strategy and Vision for extension of Imperial Value Brand across Unilever food categories using Unilever Household Products Company / Suave masterbrand key learnings.
"Developed Strategy to transition Brummel & Brown users to I Cant Believe Its Not Butter! within 18 months.
"Recommended phasing out 2 flavors of B&B Creamy Fruit Spreads with a plan to increase profit 15% for the 3rd flavor by migrating users to I Cant Believe Its Not Butter!
"Created Imperial strategic plan for growth using trade promotion strategy and display program.
"Led development of National Channels strategy with recommendation to grow Imperial sales 5% in 2004.
"Identified manufacturing cost savings opportunity to save up to $400M per year.
Senior Associate Brand Manager, Lipton (Knorr) Side Dishes 2001 2003
"Developed P&L for Lipton Side Dishes $230MM brand as part of 2003 Operational Plan and presented business and financial plan to senior management.
"Led cross-functional team in successful national launch of Lipton Side Dishes dual pouch product innovation; established 2nd price tier for brand.
"Created Sales Materials and executed Sell-in for National product launch.
"Developed 2003 Activation Platform Best Dressed Plate Sweepstakes with FSI / Heavy print, including People Best Dressed issue and other special interest / womens lifestyle publications.
"Conducted Pricing analysis and recommended strategy to VP, increasing profit by 20%.
"Designed Super Side Dishes Category Management strategy for $1.5B side dish category which was implemented in key retail accounts.
"Secured Optimal Assortment which increased sku count by 10% and Facings on Top Ten Items by 25%.
"Conducted strategic analysis for launch of Lipton Asian Side Dishes which generated $22MM in sales and exceeded Year 1 sales target by 35%.
CAMPBELL SOUP COMPANY, Camden, NJ 2000
Associate Marketing Manager, V8 Splash
"Developed marketing strategy for V8 Splash in kids segment of $13B juice / juice drink category.
"Managed V8 Splash / AOL Surf n Win Sweepstakes promotion with over 100,000 prizes, national radio and 4MM web impressions on America Online.
"Led cross-functional team to Bring News to V8 Splash through nutritional fortification.
"Managed $80MM marketing budget and conducted volume forecasting for $250MM brand.
EDUCATION
"MBA, Marketing, Fordham University, Graduate School of Business, New York, NY
"BA, History, Fordham University, New York, NY
"Selected to NCAA Division I All-Patriot League Football Team
PROFESSIONAL DEVELOPMENT AND VOLUNTEER ACTIVITIES
"Panel Speaker, 2014 Pre-Conference WISE Event, Store Brands Decision Innovation & Marketing Summit
"American Marketing Association - Chicago Chapter, CPG Special Interest Group
"Head Coach, Libertyville Boys Club Football, Little League Baseball |
