Versatile leader with proven track record of delivering brand and business growth for premier marketers like The Scotts Company, Frito-Lay, & SC Johnson. Relied upon by executives to focus an organization, drive key priorities, and deliver to P&L targets. Very adept at exploiting insight, then providing the direction, structure and execution needed to ensure success. Distinctive ability to create alliance, incite teams to over-perform, and prepare direct reports for progression. Dynamic leader with collaborative, direct, and decisive style.
PROFESSIONAL EXPERIENCE
CATALYST, LLC., Columbus, OH – Start-up CPG company targeted to auto enthusiasts 2004-present
President / Founder -- Developed business plan, marketing and operating strategies, partnerships
with formulator, distribution and supplier agreements, and pro formas / cap table for oil and fuel treatment company. Presently, angel / VC financing hasn’t materialized in quantities needed to move venture forward.
• Secured access to unique, proven friction-reduction formula from #1 supplier of motor oil additives. Product benefits include increased MPG and horsepower; smoother operation; reduced engine wear.
• Developed relationships for marketing variables (infomercial production, graphic design and iconography, and PR campaign) and operating functions (contract mfg, fulfillment, and distribution).
• Pitched concept to regional Angel groups, VCs, government agencies and independent investors.
THE SCOTTS COMPANY, Marysville, OH -- $2 B marketer of lawn & garden products 1998-2003
Director of Business Development [Feb 2002 -- Oct 2003]
Director of Marketing, Roundup™ [Mar 2000 -- Feb 2002]
Brand Manager, Consumer Lawn Products [Dec 1998 -- Feb 2000]
Director of Business Development [Feb 2002 -- Oct 2003]
Given slowing growth, CEO chartered Group and hand-picked its team (“the best marketers / GMs from core businesses”) to produce $50-$100 M new revenue streams from scratch in categories adjacent to Scotts’ core.
• For Garden Tools, led team / direct reports through all development tasks, including product design; sourcing and distribution [from China]; financial modeling; and positioning, branding and marketing.
• For Naturals, helped identify, position, and secure supply for 12-item line. In contrast to organic items, this line offered comparable results vs. synthetic chemistry when items were used synergistically.
Director of Marketing, Roundup [Mar 2000 -- Feb 2002]
Fast-tracked after Grass Seed achievement, responsible for leading Scotts’ highest ROIC business ($300 M retail, 67% share, $20 M budget) through patent expiration. Directed complex, often contentious JV with Monsanto to robust sales (+17%), profit (23%), and equity gains despite aggressive competition post-patent.
• Leadership: Secured aligned to Strat, Operating, and Marketing plans, adroitly securing alignment from two executive teams. Enabled “territorial” organizations to overcome differences and achieve objectives via an uncommon ability to listen well, diffuse situations, influence, and build bridges.
• Marketing Strategy: Strengthened / tightened marketing to drive clear superiority message, exploiting performance claims from innovation; a new TV campaign with best-ever persuasion scores; cleaner packaging; highly impactful POP; and category management programs that improved retailer profits while mitigating competitive advances. Refined media plan for better delivery from same spend.
• Innovation: Unleashed an innovation stream with unmatched strength and speed in successive seasons to reinforce loyalty, excite retailers and provide competitive insulation. Introduced revolutionary Pull N Spray device, which Wal-Mart chose as its VPI item (#1 in L&G) for unprecedented 2-year period.
• Talent Development / Leverage: Via passion, persistence, and style, built unparalleled “ownership” among extended team, particularly Sales Force. Prepared 4 total reports for eventual promotion.
Brand Manager, Consumer Lawn Products [Dec 1998 -- Feb 2000]
Recruited to help seed more classic discipline across Lawns product portfolio ($550 M retail, $30 M budget). Initially charged with commercializing new products for 2000 and restoring the neglected Hardware Co-Op portfolio. Given wins on both, gained responsibility for developing strategies to “save” Grass Seed business.
• Doubled sales and profits for Scotts™ Grass Seed, increasing share to 45% and changing orientation of business from “divest” to “invest.” Developed strategy, branding, positioning, and packaging for new Turf Builder™ Grass Seed line and successfully pitched it directly to Home Depot senior management.
• Re-staged packaging to spur repeat, driving Turf Builder fert sales +$40 MM (+12%) and share +2 pts.
• Developed Strat Plan for “neglected” Hardware Co-Ops that restored buyers’ trust, drove sales +21%.
• Honed marketing / managerial skills of 2 direct reports, helping ensure their ascent to Brand Manager.
FRITO-LAY, INC., Plano, TX -- $7 B marketer of snack foods 1996-1998
Associate Brand Manager, Rold Gold™ pretzels [Jan -- Nov 1998]
Manager, Consumer Insights [Mar 1996 -- Dec 1997]
On Consumer Insights, responsible for research on new products, cross-portfolio strategic issues, and price-related modeling. Moved to Rold Gold to devise strategies to reverse declining trend (-5%) on $350 M brand.
• Led landmark research into price / value relationships that drove pricing decisions across Frito-Lay, and later PepsiCo, portfolios. Made the complex (discrete choice modeling of price, deal and cross-brand elasticity) digestible by translating data into actionable results for the CEO and Executive Team.
• Discovered need gaps, then identified strategies to drive Rold Gold growth using existing-but-neglected research and IRI data mining. Analyses led to extension into hard sourdough segment and a more proprietary positioning (“guaranteed freshest taste”) that leveraged Frito’s DSD strengths.
• Directed execution of test market for Rold Gold flavored pretzels (Honey Mustard, Cheddar Cheese). Managed creative agencies to develop tactical plan elements that generated +12% lift in test market.
KUCZMARSKI & ASSOCIATES, Chicago, IL – Boutique new products consulting firm 1994-1996
Team Leader on SC Johnson project [Apr 1994 -- Feb 1996]
Responsible for guiding client teams through new innovation process (strategy, steps and pipeline development) designed to improve “hit rate.”
• Evolved SCJ’s approach to new products, leading to innovations including Windex Outdoor, Glade CandleScents,, and Windex and Pledge Wipes™) that account for $100 M in annual sales today.
• Guided 5-person internal and 4-person client team through analysis of prior launches, then built and implemented pilot approach. Established strategic, consumer and financial decision-making criteria at key stages to determine which new products initiatives should continue as ‘A’ priorities.
• Worked side-by-side with client team from opportunity identification through concept development, building momentum that enabled expansion across three SCJ divisions.
• Received “Distinguished Contributor Award” from SCJ executives, leading to $1 M in new billings.
THEODORE BARRY & ASSOCIATES, Los Angeles, CA – Boutique consulting firm 1993-1994
Consultant -- Developed analysis newsletter designed to secure new business.
ANDERSEN CONSULTING (dba Accenture), Chicago, IL – management consulting firm 1989-1991
Marketing Analyst -- Led successful direct marketing campaign (35%+ response) to position Andersen software products to CEOs / CFOs / CIOs of multi-national Fortune 1000 companies.
EDUCATION
FUQUA SCHOOL OF BUSINESS (Duke University), Durham, NC
Master of Business Administration, May 1993. Summer internship: HAAGEN-DAZS, Teaneck, NJ
CORNELL UNIVERSITY, Ithaca, NY
Bachelor of Science in Applied Economics and Business Management, May 1989. |
