Accomplished senior executive with broad general management, marketing and sales leadership experience. Demonstrated track record of building brands, driving growth, managing change and developing winning teams at Gillette/Procter & Gamble, Bristol-Myers Squibb, Frito-Lay and the US Army. Extensive experience developing strategies and leading successful execution across all elements of the sales and marketing mix, including brand, channel, field, customer/trade and direct marketing, key account and professional sales management, and operating general management.
PROFESSIONAL EXPERIENCE
VIACELL, INC. (Acquired by PERKINELMER, Inc. 2007), CAMBRIDGE, MA 2007
Vice President of Marketing (2007)
Head of marketing for a $60+ million life-sciences company focused on women's health and cellular medicine. Led a six-person team in the development and execution of all marketing strategies and programs to optimize growth, market share and industry visibility of ViaCord, a family cord blood preservation service. Oversaw a $20 million budget to effectively differentiate the brand and achieve market leadership. Revised consumer direct marketing efforts to address negative/flat lead and enrollment trends. Built professional marketing capability.
* Refined a brand equity and new message architecture to maximize recently developed "ViaCord: Cord Blood Banking + Research" positioning. New communications contributed to +20% revenue and +9% enrollment growth and +2 point improvement in close-rate through third quarter 2007.
* Revised promotion strategy contributed to +7 percentage point improvement in average selling price and +3 point gross margin improvement.
* Managed strategic partnership with MothersWork, the leading maternity fashion retailer, to increase brand visibility and retail penetration, resulting in approximately 800 enrollments monthly.
* Crafted a strategic framework and selected professional marketing and medical education agencies to develop messaging platforms and programs targeting specific physician behavioral segments.
THE GILLETTE COMPANY (Acquired by PROCTER & GAMBLE, 2005), BOSTON, MA 2004-2006
Vice President & General Manager, Oral-B Professional Products Group (2004-2006)
Recruited to lead the transformation of the $100+ million, 130-member North American professional dental sales and marketing team from a product-driven orientation to a customer/consumer-centric marketing organization. Assumed full P&L ownership and accountability for all marketing, sales and business development, professional affairs, trade planning and promotion activity. Developed business objectives and strategies, devised plans and metrics, and oversaw a $20 million budget to drive recommendation and sales leadership with dental professionals in the U.S. and Canada. Collaborated with Global Business Unit and North American Marketing teams and led effort to communicate Oral-B messages to the professional market. Worked closely with the Oral-B/Braun NA Operating Committee to maximize synergies with consumer marketing and retail account development programs.
* Met or exceeded all financial targets by delivering 7% sales growth and 5% profit growth from 2004 through 2006.
* Achieved the Division's #1 strategic priority in recapturing power toothbrush recommendation share leadership for the first time in seven years. In 2005, achieved highest recommendation share in franchise history.
* Restructured the organization and developed a platform to align the team around five key strategic priorities, driving greater ownership of objectives and program implementation:
- Developed a "Hub and Spoke" business model to improve focus and leverage the full spectrum of extended resources, which delivered 12% dealer sales growth, and 5% growth in automatic shipment volume, reversing a 3-year decline.
- Introduced an automated territory redesign process that cut District Manager planning time in half, improved territory balance by 50+%, enhanced account coverage/penetration, and focused sales efforts in highest potential professional and retail markets.
- Expanded Telesales capability to provide better coverage of remote/lower priority accounts, resulting in a 23% improvement in completed calls per day, 3.5% sales growth in 2005 and a 42% reduction in cancelled automatic shipment plans.
* Successfully led the transition and integration of the Oral-B Professional Products Group into Procter & Gamble's global oral care organization. Achieved over 90% offer acceptance rate.
* Developed a holistic marketing plan to establish P&G Oral Care as the leader in the "oral-systemic health" arena.
BRISTOL-MYERS SQUIBB COMPANY, PRINCETON, NJ 2001 - 2004
Director, Consumer Marketing - Abilify (2001-2004)
Directed creation and execution of all consumer marketing strategies and programs for a new antipsychotic medicine, including internet, public relations, patient education, packaging, advertising, and promotion. Developed core consumer communications platform which became the foundation for a global branding initiative, and produced a Telly Award-winning corporate image video. Served as interim Director of Advocacy in 2001. Managed one Senior Product Manager and a $12 million budget.
* Received President's Award recognizing Abilify as Bristol-Myers' most successful launch ever and one of the US pharmaceutical industry's Top 10 launches.
* Led development of brand plan to achieve $1billion gross sales by 2005. Plan identified key consumer and medical treatment trends, established operating goals, strategies and programs, and addressed brand management issues, sales and customer service requirements, public relations and education opportunities, and business development needs.
* Led development and implementation of Abilify's digital strategy and programs. Generated over 20 million online impressions and a click-through rate 2X industry average (.69% vs. .3%). Increased site traffic 28%, doubled average visit length and registered 4700+ visitors.
* Steered development of public relations programs that yielded 220+ million media impressions, a 60% increase in total awareness in 12 months.
* Built a comprehensive patient/family education program encompassing branded and unbranded initiatives, printed materials, on-line content and grass roots programs. Key patient materials achieved 83% Top 2 box rating; grass roots pilots reached over 3,000 consumers/family members.
* Negotiated first-ever corporate sponsorship of NAMI's (National Association of Mental Illness) flagship education program, Family to Family, which turned around the Company's relationship with this influential consumer organization, increased program reach 40%, and created positive perception of Bristol-Myers as a partner in mental health.
FRITO-LAY, INC., PLANO, TX 1991 - 2000
Director of Sales (Region Vice President-Designate), New York Region (1999-2000)
Selected by Chief Customer Officer to lead turnaround of the New York Region key account team. Developed and implemented sales strategies, created marketing and promotion plans to shape local consumer and trade perceptions, and directed negotiation of annual merchandising agreements to drive incremental space gains, trade spending productivity and profit growth. Motivated 13 Key Account/Category Management professionals to deliver sales and expense plans for a $300 million account portfolio.
* Established clear performance expectations, created account development strategies, implemented a trimester planning process, and simplified the promotional strategy and calendar. At departure, the Region led the country in trade spend productivity ($1.3 million improvement), achieved a four point reduction in promotional depth, and outpaced the Company in profit growth.
* Devised data-based account strategies that enabled Key Account Managers to develop targeted growth plans focused on gondola optimization, perimeter development, and single serve and new product execution. Achieved gondola space gains in four major chains and placed over 2500 incremental perimeter racks.
* Leveraged efficient assortment, activity-based costing and buyer conversion to address account-specific opportunities. These category management efforts netted sale of a front register single-serve solution to Wakefern worth $4-$5 million annually, an expected recovery of 3-4 feet in Grand Union, a front-end test in A&P projected to generate approximately $10 million incremental volume, and A&P CEO support of efficient assortment initiatives.
Zone Sales Leader - Charlotte, NC (1996-1998)
Full general management and P&L responsibility for a 150-member route sales organization representing over $55 million sales revenue. Led 13-member management team in delivering the Zone sales and expense plan, sourcing, training and retaining quality route sales talent, developing and implementing route re-engineering programs, and developing management talent. Crafted a Zone operating strategy and related action plans that set clear objectives and performance expectations, while fostering greater organizational alignment and superior tactical execution.
* Initiated a "People, Pounds and Profits" program that achieved 11% sales improvement, and led Division in performance vs. operating plan (+2%) and share growth. Over two years, led the Charlotte Zone from #33 to #5 (Top 3%) national ranking. Achieved #1 ranking in the South Division and recognition as 1998 Charlotte Region Zone Sales Leader of the Year.
* Spearheaded two route re-engineering initiatives, and designed and implemented an 8-week on-boarding process that ultimately reduced front-line turnover 22%, improved in-store execution and drove double-digit sales growth.
* Created a Zone Trainer Program to develop management bench strength, resulting in five manager promotions and regional leadership as net exporter of front-line managers. Program was adopted as a Region best practice.
Division Field Marketing Manager - Princeton, NJ (1995-1996)
Reported to Division Sales & Marketing VP and partnered with corporate marketing and six Area General Managers to create and execute all consumer, trade and channel marketing programs for the $2 billion Frito-Lay North Division. Directed the company's first large-scale field marketing effort, leading the design and execution of account/market-specific consumer marketing programs.
* Created over 20 account/market-specific events, including consumer and customer marketing strategies, promotion plans, creative/copy development, consumer premiums, and in-store POS and selling materials. Programs leveraged national sponsorships as well as account-specific platforms to drive sales +30%, pounds on display +49% and display size +50%.
Product Manager, Lay's Potato Chips - Plano, TX (1994-1995)
Responsible for development and implementation of brand marketing plans, including positioning, media and advertising strategy, consumer promotion and field marketing programs for the Company's flagship brand. Managed the Frito-Lay/NFL partnership in the creation and execution of two fully integrated consumer promotions, including in-store POS materials, advertising, media, promotional vignettes on Monday Night Football and a Super Bowl customer hospitality event.
* Grew annual sales +24%, achieving $1 billion franchise milestone and re-establishing Lay's as the #1 brand in the portfolio.
* Led execution of the 1994 NFL retail promotion. Achieved a 30% increase in Lay's sales and captured +4.6 share points. News coverage reached all major and mid-sized markets from nationally broadcasted entertainment news shows and 40+ local news stations.
* Directed the 1995 Lay's/Doritos Super Bowl event. Grew total company sales +14% and captured +3 share points.
* Managed $4 million "Lay's Challenge" field-marketing program. Provided leadership and creative direction to 10 field coordinators, and managed development of market-specific radio advertising, delivering disproportionate share growth in target markets.
Associate Product Manager, Warehouse Club Channel - Plano, TX (1992-1993)
Assistant Product Manager, Chee.tos - Plano, TX (1991-1992)
MILITARY United States Army, Ft. Bragg, NC, 1985-1989
EXPERIENCE: Captain, Corps of Engineers (Airborne)
EDUCATION: University of North Carolina, Chapel Hill, NC 1991
MBA General Management & Marketing,
Bucknell University, Lewisburg, PA 1985
BS Business Administration/English (Minor),
- US Army ROTC Scholarship, Varsity Water Polo |
