OPTICAL RETAILER, Cincinnati, OH
VICE PRESIDENT MARKETING, 2001 - Present
Merger brought management talent and cash flow to this failing organization on the verge of bankruptcy. Recruited into this turnaround situation to re-define the marketing approach for this 115 store, $57 million organization.
*To stop the company's continuing volume decline and margin erosion,
immediately (June 2001) began development of a more competitive promotional
offer, conducted agency review, revised media plans (TV, Radio,
Print, Direct Response) to improve efficiency and impact, developed
new creative campaign, and launched training/incentive program
for store level sales associates.
*Reversed negative sales trend in difficult retail environment (post 9/11)
while reducing marketing budget by 15% versus year ago
*Achieved 1.4% same store sales gain in 2nd half of 2001 (vs. year ago)
compared to –7.2% sales decline (vs. year ago) in 1st half of 2001
*Developed new store and optician level reporting metrics, created sales
training program, revised associate incentive plan, and streamlined store
communication process driving improvements in store performance and
productivity.
*Grew average dollar sale per customer from $142 in 2001 to $168 in 2003
*Increased sales per store labor hour from $61 to $105 in 2002, a 72%
increase
*Created customer segments based on lifetime value and past purchase behavior,
developed copy testing program, and revised delivery vehicle to dramatically
improve effectiveness of direct mail program.
*Achieved 3% response rate to mailings (measured as incremental store
traffic) generating 225% ROI on direct response program for the year
*Reduced non-working media cost by 15% (of total budget) resulting in an
increase in direct “working” media.
HASBRO CORPORATION 1992 - 2001
Cincinnati, OH
DIRECTOR OF MARKETING, 1997 - 2001
Promoted to the management team tasked with defining the role of a newly created U.S. Marketing department within $400 million Hasbro division. P&L responsibility for $125 million toy vehicle category (Tonka and Winner's Circle brands) with an annual $15 million marketing budget and a team of five.
*The Tonka brand was transferred to my team from another Hasbro
division in 1997. The overall category was in decline and the brand
was losing money and market share rapidly.
*To turn the brand around, created an innovative product strategy
to provide "ownable" product differentiation for the core
promoted line, repositioned the brand message against a new
target, dropped or re-sourced unprofitable SKUs, developed a breakthrough
trade merchandising program, and implemented an integrated marketing
plan leading to spending efficiencies.
*Doubled Tonka's market share from 24% in '97 to 49% in '00
*Built brand contribution margin from -1.5% in '97 to 36% in
'00 - most profitable brand in the division
*Increased retail shelf space from 2' to 8' at key account
partners (Wal*mart, Kmart, Target)
*Identified the opportunity to license the Tonka brand name to key
competitors within the category -- fight back against Orient
"knockoffs" - the first and only such program in the industry.
*Drove Winner's Circle brand share from 18% in its launch year ('97)
to 54% in '00 through successful negotiation of additional NASCAR
driver teams to the line, integrated trade promotions, a targeted e-mail
relationship marketing initiative, and innovative inventory management.
*Identified opportunity to integrate Spectra technology (geo-demographic
database) into the division improving consumer targeting and initiating
category management practices (first in industry) with our key retail partners.
*Selected as Wal*mart Category Captain for three categories
representing $1.2 billion in corporate volume
SENIOR PRODUCT MANAGER 1996 - 1997
PRODUCT MANAGER 1994 - 1996
ASSISTANT PRODUCT MANAGER 1992 - 1994
Led product development and marketing for six brands on cross-functional team (marketing, design, engineering). Responsibilities ranged from creating category/product strategies, conducting consumer research, product ideation/brainstorming, developing advertising/packaging, managing media, planning test markets, managing licensor relationships, developing in-market support programs, creating consumer promotions, and analyzing sales data.
*Identified (in '95) the growing NASCAR business of a competitor with
an uncontested 90%+ share of the category. Proceeded to develop an entry
strategy built upon acquiring exclusive licenses providing the Winner's Circle
brand with product differentiation and an opportunity to command a premium
price.
*Initiated, negotiated, and secured exclusive licensing
agreements with top NASCAR drivers (10 teams) in the sport to
establish competitive advantage
*Achieved an 18% category share in the brand's launch year
*Developed and launched Ricochet in 1994 -- Hasbro's first vehicle in
a category dominated by two key competitors.
*Achieved launch year volume of $28 million -- #1 item in
category
*Won an American Marketing Association Effie award for
advertising effectiveness
*In late '94, anticipated launch (in 1995) of a lower priced competitive
knockoff to our category leading Ricochet vehicle. Managed an accelerated
eight-month development schedule (standard schedule 15 months) for the Ricochet
Stunt Cycle and a lower priced Ricochet vehicle to meet this competitive
threat.
*Grew the Ricochet business 50% in '95
*In '92, the five-year old Starting Lineup sports figures brand had
matured, experiencing no growth in three years. Based on previous
trading card experience, I was brought in to reposition the brand
from a kid-targeted toy line to an adult-targeted collector line.
*Developed comprehensive collector program for Starting Lineup
including a collector club, collector targeted line extensions,
fan conventions, charity prototype auctions, and an aggressive
print/PR program
*Grew brand volume 33% in 1993 while maintaining profitability
*Managed overall relationship with NFL, NBA, NHL, and MLB
*In '96, Selected as Marketing Department representative on cross
functional corporate task force to streamline Hasbro's product
development process
*Resulted in 15% reduction in average time to market
SKYBOX TRADING CARDS, Durham, NC
ASSISTANT BRAND MANAGER 1991 - 1992
*Developed strategy for launching Marvel Comics collector display and achieved volume 22% ahead of plan
*Designed sales plan targeting alternate distribution channels and realized volume 15% ahead of plan
WARNERS INTIMATE APPAREL, Chicago, IL
SALES REPRESENTATIVE 1989 - 1990
*Managed $1MM sales territory composed of specialty/department stores.
Achieved a 68% volume increase along with a 15% increase in retail
space for the line
SAFE-D CORPORATION, Braintree, MA
PRODUCT MANAGER 1987 - 1989
*Developed and executed business plan for entrepreneurial venture
funded by independent investor group. Achieved a 42% response rate
to direct mail campaign and 54% sales closing rate calling on
corporate IS departments
EDUCATION
THE UNIVERSITY OF NORTH CAROLINA, Chapel Hill, NC
Master of Business Administration, May 1992
DRAKE UNIVERSITY, Des Moines, IA
Bachelor of Science in Business Administration, May 1987 |
