SUMMARY OF QUALIFICATIONS
Strategic marketing and general management executive with a proven track record of growing sales and profit in competitive consumer product industries globally. Highly effective at identifying consumer needs and managing an integrated brand experience across all areas of a company. Exceptional presentation and interpersonal skills. Experienced at building and inspiring teams across multiple functions.
PROFESSIONAL EXPERIENCE
BACHRACH CLOTHING INC., Chicago, Illinois 4/2004 - 11/2005
Vice President, Marketing
Hired to develop the Bachrach brand and integrate the marketing and operations functions for this branded, specialty apparel retailer with sales in excess of $100mm. Oversaw all aspects of the marketing function across retail stores, catalog, and internet channels including: branding, creative services, operations, and strategic planning. Directed visual merchandising and the customer service center. Responsible for Internet and Catalog P&L's. Reported to the President & CEO with five direct reports and a team of 35.
* Directed a corporate brand positioning exercise and a website re-launch project. Conducted RFP processes, managed agency relationships, oversaw timelines and budgets, and marketed internally.
* Launched newly-created promotional initiatives including a corporate affinity program, customer loyalty program utilizing the Bachrach Charge Card, a refined gift card initiative, and retail events.
* Refined the Bachrach direct business and improved '04 ROI's by +30% through the implementation of a targeted CRM process, improved circulation management, and more customer-centric offers.
* Directed a complete overhaul of the Bachrach ecommerce channel including a website re-design, revamped merchandising selection process, improved creative direction, and a more accurate fulfillment process. Increased customer acquisition rates by +5.0 pts, conversion rates by +17%, and improved average units per transaction resulting in a +53% increase in total revenues for the first half of '05.
BROOKS SPORTS INC., Bothell, Washington 10/2000 - 3/2003
Vice President, Marketing
Recruited to join the executive team for this $140 mm athletic footwear and apparel brand in a turnaround situation. Primary responsibilities included management of Brooks' global brand marketing, product strategies, and strategic direction across all business units, (Retail, Apparel, Footwear, and International) with full P&L responsibility. Reported to the CEO and coached a diverse team of 17 professionals.
* Drove the progressive growth in EBITDA from -$2.2 mm in '00 to +$8.9 mm in '03 by improving company operations across sales, marketing and development functions. Instrumental in the strategic planning and tactical refinements of brand positioning, supply chain management, distribution and pricing strategies, product merchandising, forecasting and production planning, CRM models, and retailer support.
* Initiated and managed an internal creative services team that designed and produced all sales and marketing collateral pieces, product launch materials, POP materials, catalogs and brochures, promotional videos, digital photography, and web site management.
* Led a comprehensive brand audit that included extensive primary and secondary research, agency RFP's, a new brand campaign, and a renewed corporate mission and vision. Served as the direct liaison with all outside agencies.
* Grew the Brooks Muddy Buddy Ride and Run Race Series to a profit center via a nationwide tour including twelve markets and a nationally-televised world championship qualifier event on OLN.
* Cultivated numerous co-branding initiatives with strong multi-national partners: Specialized Bicycles, Finish Line Sports, Monster.com, Clif bar, Galyan's, Red Hook, Yakima, and Outside Magazine.
REEBOK INTERNATIONAL, LTD., Canton, Massachusetts 8/1999 - 10/2000
Director, Fitness & Running, (8/99 - 01/00)
General Manager, Running & Adventure, (01/00 - 10/00)
Recruited by senior management to re-invigorate the Reebok Running and Adventure footwear business units with sales in excess of $300 mm globally. Accountable for full P&L for the business unit with responsibility for advertising, promotions, brand marketing, product marketing, and R&D. Managed a team of thirteen with five direct reports in marketing, promotions, design and development.
* One of two GM's tasked with bridging the RD&D and Marketing/Promotions staffs through a corporate-wide re-structuring. Managed the transition while re-positioning the category's strategic direction.
* Refined processes for bringing product to market by instituting a customer-focused approach and creating discipline in channel management strategies. The program leveraged flexibility in product designs and tooling which resulted in a 50% reduction in amortization costs and a 100% increase in product "hit" rates.
* Managed the category's promotional tie-ins with the CBS Survivor series that resulted in millions of television impressions and merchandising programs at retail for select merchandise.
* Collaborated on the license arrangement for the sponsorship of six global Olympic federation teams at the 2000 Sydney games and successfully negotiated key contract extensions for several U.S. Olympians in track and field events.
NEW BALANCE ATHLETIC SHOE, INC., Boston, Massachusetts 8/1995 - 8/1999
Director, Men's & Women's Running, (9/96 - 8/99)
Associate Director, Men's & Women's Running, (8/95 - 9/96)
Reported to the VP of Global Marketing and directed a team of twelve,(Marketing, Promotions, RD&D) with full P&L responsibility for the largest and most visible business unit for New Balance, (Men's and Women's Running Footwear) with sales in excess of $400 million globally.
* Achieved aggregate business unit increases of +400% in units and +257% in dollars from 1995 through 1999 by addressing opportunities in the market with relevant line extensions, product improvements, along with national and regional marketing initiatives.
* Attained incremental dollar growth of +15% each quarter and improved the business unit market share by 5.2 points across all trade channels from 1995 to 1999. Outpaced annual category growth rate by 13.0 pts. in units and 7.5 points in dollars on average from 1995 through 1998.
* Collaborated on the Achieve New Balance campaign which resulted in the company's first national cable buy. Responsible for media planning and ad selection for all print publications.
* Repositioned the New Balance brand by addressing the gender split in the Running business unit with promotions and line extensions that resulted in a change from 70/30 (male/female) to 55/45 in two years.
* Promoted the New Balance brand in the community with strategic partnerships including the fastest growing women's road race series in the world, the Susan G. Komen Race for the Cure, along with the Chicago Marathon, New Balance Games, USA FIT, and world class athletic foundations.
* Partnered extensively with multi-channel retailers with comprehensive push/pull programs. Collaborated on exclusive product, advertising, and promotional initiatives with key accounts, (Nordstrom, Footlocker, Footaction, Sears, JC Penney, Just For Feet, The Sports Authority, The Finish Line, etc.)
* Served as an integral member for the initial launch of New Balance concept stores nationwide. Drove the design template for the recommended merchandising mix, store layout, and location selection criteria. The current store count has grown to 110+ nationwide with sales in excess of $200 mm.
* Led a strategy to expand New Balance's sales in the 12-22 demographic by launching a comprehensive line extension program into trail running products that earned the leadership position in the sub-category through a progressive build in unit sales from 32,000 in 1996 to over 3 million in 1998.
POWERBAR, INC., Berkeley, California 1994 - 1995
Brand Marketing Manager
Contributed to the strategic expansion of the Powerbar brand through product line extensions and a distribution network that extended beyond independent retailers into the grocery and foodservice channels. Established a presence on the East Coast by organizing a regional office and recruiting and managing a sales and promotions staff for the maker of the world's leading sports energy bar.
CAMPBELL SOUP COMPANY, Portland, Maine 6/1988 - 6/1992
Regional Account Manager
Managed the foodservice sales, distribution, and regional marketing of the Campbell, Pepperidge Farm, Prego, Swanson, and V-8 product lines. Achieved 33% growth in three years with five major foodservice distributors with territorial sales in excess of $10 million. Managed a broker sales force for select product lines.
EDUCATION AND TRAINING
MBA, Marketing Concentration, Northeastern University, Boston, Massachusetts 1992 - 1994
Internship with McCann-Erickson Event Marketing, (Coca-Cola "Red Hot Summer" promotion).
BA, Economics and English, University of New Hampshire, Durham 1988
Guest Lecturer, University of Texas at Austin, College of Communication & Advertising, Austin, TX
Guest Lecturer, University of Washington, Graduate School of Business, Seattle, WA
CONSULTANT PROJECTS
JKM TECHNOLOGIES, Charlottesville, VA 2002-Present
Advisor, Consultant, (Hired for full-time project 10/2005)
Hired to develop the overall strategic plan for this startup operation that is developing a patented performance device for the athletic and casual footwear markets. Specific responsibilities include: brand positioning, market definition, pricing strategies, design of promotional packet, and identification of resources to be utilized in the design and development process.
PARTNERSHIP FOR THE DEVELOPMENT OF YOUTH THROUGH SPORTS, Boston, MA 2004 - Present
Serve in an advisory role for a group that has developed a program that redefines the way in which youth sports are managed at the community level. Responsible for the development of the strategic plan, program positioning, development of plans for funding, and recommendations for integration with national retailers.
VSA PARTNERS, Chicago, IL 2005 - 2006
Hired by a local advertising agency to act as the lead strategist for the creative center of a Converse product launch under the Nike company umbrella.
SPALDING SPORTS WORLDWIDE, Springfield, MA 2006
Evaluating market opportunities and developing a strategic plan for a major branded line extension for this Russell Athletic company..
PERSONAL
Member, Marketing Executives Networking Group.
Interests include: Traveling, Reading, and Outdoor Sports |
