Proven Marketing Executive Delivering Profitable Growth Through Brand Management, New Products, Innovation, and Relationships
K E Y S T R E N G T H S
• Delivering profitable growth through innovation
• Direct communication
• Portfolio management
• Conflict management
• Effective project management
• Leading and motivating diverse teams
• Building consensus around common goals
• Problem solving
• Excellent organization and prioritization skills
• High level of energy, passion, loyalty and commitment
• Proven track record of results
E X P E R I E N C E
Real Estate Investor (Long Beach, CA) - 2006 – 2008
An entrepreneur, owning and operating a business buying and selling properties in residential and commercial sectors
Mars, Inc. - US Pet Division - $1.2B (Los Angeles, CA) - 1987 – 2006
Held a variety of progressively responsible positions across multiple functions during 19-year career with global manufacturer of premium brands such as M&M’s, Snickers, Pedigree, and Uncle Ben’s. Left in 2006 due to relocation of the US Pet headquarters to Nashville, TN.
Director of New Product Innovation - 2004 – 2006
Responsible for the creation and leadership of the Portfolio Management and New Product Innovation processes, from development to execution for all new product launches for major innovations. Transformed the new product management culture from a chaotic and undisciplined approach to a more disciplined and focused approach consistent with industry best practices. Reported to the Senior Director of Supply Chain with dotted line to VP of Marketing. Tangible results include:
• Doubled business growth from new product launches (5% to 10% over two years)
• Improved speed to market by 3 months or 15%
• Improved new product on-time launch from 78% on-time to 99%
• Reduced expedited lead-times from 55% to 15% on key execution milestones thereby reducing costs and risk of project delays
These results were accomplished by:
• Creating and implementing new product process using Stage-Gate™ coupled with Lean principles
• Creating and implementing Portfolio Management process using a score card and funnel
• Hiring, training, managing, developing, and motivating new team of four dedicated professional Project Managers
• Developing key innovation metrics that were tracked as part of the Sales & Operations Planning process and incorporated into a monthly briefing including the President and all key members of the Senior Executive Team
• Developing and implementing a process for post launch assessments to create a learning environment
• Delivering formal training program for new product Stage-Gate™ process to over 200 associates
Responsible for leading all major product innovations, from prototype to launch, with the following tangible results:
• Drove over $100 million in sales for Pedigree® Dry Food for Dogs by being first to market in re-closable bags in the category
• Drove 50% increase in sales for Cesar®, from $55M to $85M, by launching 6 new packs and 6 new items with a new texture, while maintaining profit margins
• Led development and execution of Pedigree® Jumbone, which became the leading dog treat in the category
Senior Brand Manager – Pedigree® ($800M) and Waltham® ($22M) - 1996 – 2004
Performed several Brand Manager roles with increasing responsibility. Managed the leading mainstream dry dog food brand in the U.S. Prior to that, managed the scientific brand in the veterinary channel. Reporting to the Marketing Director.
• Drove $75 million in sales by developing new product innovations from ideation to launch; Led cross-functional new product development teams as Project Manager to deliver new products on-time and within budget
• Managed $80 million marketing budget for advertising and consumer promotions; Developed and executed integrated brand communication plans including TV and Print Advertising, Web-site, Direct Response and Loyalty Marketing, Consumer Promotions, and Event Marketing
• Developed advertising program on Weight Loss and Weight Maintenance which were completely integrated and TV advertising scored significantly higher ASI than copy test norms
• Conducted and analyzed the market research, both qualitative and quantitative
Various positions - 1987 – 1996
Held various positions in finance, purchasing, logistics, and sales with increasing responsibility.
E D U C A T I O N & P R O F E S S I O N A L A F F I L I A T I O N S
M.B.A., Pepperdine University, Malibu, CA – 1999
B.S., Chapman University, Orange, CA – 1996
Product Development and Management Association (PDMA) - National Member and Past Board Member/Event Co-Chair for Los Angeles Chapter |
