Cross-functional leader. Strategy, marketing, sales experience with AOL-Time Warner, Coca-Cola, Philip Morris (Kraft Division). Trained by ex-P&G marketing star. Experienced with P&L management, branding, packaging, pricing, advertising, promotion, distribution, research, new products, food, health and beauty care, beverages. Purdue MBA. |
2001 - Present
FISHER SCIENTIFIC INTERNATIONAL
Hampton, New Hampshire
Recruited by former Coca-Cola manager of mine, now President at Fisher. Offered expanded role at AOL-Time Warner in New York City concurrent with former manager's needs. Due to concerns regarding the flawed AOL-TW business model, pursued consulting role with mentor in turnaround business environment.
EXECUTIVE CONSULTANT
Report directly to the President of the Global Lab Products Group. Led 2002 strategic plan development across 2 business units for a $1.2 billion business with 6 operating divisions worldwide. All plans presented to and approved by CEO and President. Currently executing plans across both businesses. Also identifying product lines to be expanded or discontinued based on market trends and strategic fit.
1999 - 2001
AOL-TIME WARNER
Dulles, Virginia
Recruited by AOL to lead the Internet evolution with consumer packaged good firms, I joined the organization in 1998. Working in an unstructured, fast-paced work environment, I led 3 project-based initiatives in different divisions.
'01
DIRECTOR - MARKETING AND STRATEGIC PLANNING - EXPANDED ROLE
Key member of Senior Vice President of Sales "inner circle", in marketing capacity ... involved in organizational structure and personnel decisions ... solely identified to develop key CEO-level presentations for management.
Directed the development of strategic sales plans for a $200 million business. The 2001 plan delivered 50% revenue growth vs. prior year in flat ad market by implementing "bundled" approach for advertisers. Created a 5-person marketing group within sales that built cross-property advertising solutions for ad partners that included promotion, direct marketing and branding components ... properties included AOL, AOL.com, Netscape, CompuServe, Mapquest, and Moviefone.
Major contributor to planned $100 million, 10-year strategic alliance with DDB Needham. Concept incorporated key agency partners such as McDonald's and ExxonMobil into "big event" marketing programs across AOL-TW properties (Internet, TV, and magazines). Template for future agency relationships.
'00-'01
DIRECTOR - PROGRAMMING
Managed a $100 million advertising business accounting for 65% of AOL's local city guide's revenue stream. The local guide, known as Digital City, is an entrepreneurial division within AOL.
Charged with leading a diverse 12-person team to create a new online shopping product for traditional retailers that would drive additional foot traffic to their stores. We built a product that solved major consumer complaints including the need to shorten "waiting time standing in line" at store level by offering online ordering and in-store pick-up capability for key partners.
Result of Project: Product delivered incremental $60 million in revenue, 100% increase in page views. Key objective of driving incremental traffic to stores was successful for clients including Target and Circuit City.
'99-'00
DIRECTOR - BUSINESS DEVELOPMENT
Developed a business plan and strategy for attacking the consumer packaged goods segment of the advertising industry, the largest dollar segment among advertisers. Led a 14-person cross-functional SWAT Team that included technology, programming, and sales. Identified potential clients and developed customized advertising solutions.
The Bottom Line: Delivered $5 million in revenue over a 6-month period by creating new client partnerships with General Mills, Nestle, and Coca-Cola. In previous 12 months, AOL had secured only 1 smaller client partnership.
Based on this success, I was selected by a leading industry executive to speak at '00 Annual e-Food Conference in San Francisco, CA.
1997 - 1999
THE COCA-COLA COMPANY
Atlanta, Georgia
Sought out by Coca-Cola at the same time a major Senior Management reorganization and indefinite hiring and promotion freeze was ordered at Dial. Experience at Coke ranged from classic brand management "P&L ownership" to entrepreneurial start-up group. Promoted after only 10 months to senior-level role.
'99
CONSUMER INSIGHTS CONSULTING MANAGER
Coke created a new consulting group to compete against Pepsi in the fountain business ... Pepsi had just spun-off their Tricon Restaurant Division, and was aggressively targeting Coke's business with deep price discounts. Selected for 1 of 3 roles from 125+ applicants. Worked with C-level executives at major Coke clients to analyze and solve their business challenges.
Result: In a period of 6 months, I insulated 13 customers from competitive threat (i.e. Pepsi) despite our premium price. In addition, problem-solved for key clients including Chili's, Jack-In-The-Box, and Chick-Fil-A. C-level recommendations were made after deep-dive analyses into challenges that ranged from client marketing equity issues ... to chain-specific improvement opportunities such as employee retention.
'97-'99
SENIOR BRAND MANAGER
Developed and executed the $350+ million Hi-C and Minute Maid brand strategies and integrated these strategies with customer positionings through sales broker network in a turnaround business environment.
The Hi-C/Minute Maid Management Team, composed of 4 key members including myself, turned a $9 million loss into a $40 million profit over a 3-year period. Revenue increased from 3% per year to greater than 10% during the same period. This was achieved through marketing and manufacturing initiatives, including a complete repositioning of both the Hi-C and Minute Maid brands, a 20% product downsizing and a 30% reduction in the number of sku's. Cost savings were reinvested in the business, with Hi-C benefiting from an $8 million TV campaign ... 1st on-air presence in 6+ years.
In 1998, I was selected by HR to lead a team that recommended a new go-to-market strategy to drive efficiencies in marketing spending. The structure resulted in regionalized roles that focused on local marketing programs which drove an incremental $1.2 million in contribution (15% of total organization's contribution for the year).
'97
BRAND MANAGER
Led the annual business planning process for the $65 million Minute Maid Juice product line.
Grew product contribution by 63% ($4 million above plan), through flavor enhancements and packaging improvements. Business plans that included nutritional improvements and line item pricing across all sku's grew business from $65 million to $155 million over 2-year period.
1994 - 1997
DIAL CORPORATION
Phoenix, Arizona
Joined Dial to broaden my experience to include image-driven businesses. Recruited and trained by ex-Procter & Gamble marketing star.
'95-'97
ASSISTANT BRAND MANAGER - EXPANDED ROLE
Led Soap Division's highest priority project, the Dial Plus "restage." The team drove 18% share growth in 1996, more than 3 times the segment's annual growth rate, by repositioning brand to compete against Lever 2000 with a better product. Elements included a new brand name, fragrance, package, pricing strategy, and advertising strategy. Handled $11 million TV and print media and $7 million sales promotion budget for the brand. Executed $4 million sampling program.
In addition, I was a key team member for a new product launch that delivered $20 million in incremental revenue in 1995, Nature's Accents. Led the 1st year marketing plan development for the brand. Our team earned the Dial's Annual President's Award for business impact.
'94
ASSISTANT BRAND MANAGER
Led the cross-functional business team that launched Tone Soap line extension into lotion segment. Brand achieved 2 times market share target and $6 million in contribution versus target of $3.5 million in 1995.
1993 - 1994
BORDEN, INC.
Columbus, Ohio
Invited to join a former colleague from Kraft in a marketing role to help build Pasta business.
ASSISTANT BRAND MANAGER
Helped manage 17 pasta brands including the market leader, Creamette, which totaled $387 million in retail sales. In 1994, I worked with R&D and our Art Director to develop a better product and stronger packaging on 4 smaller regional brands. The result was $8.5 million in incremental revenue.
1990 - 1993
KRAFT FOODS
White Plains, New York
Joined Kraft's sales organization (Division of Philip Morris Cos.) to build a foundation for my marketing career. Experience in store-level, HQ's account management, and trade marketing roles. Began in '90 as a SALES REPRESENTATIVE focused on increasing shelf space at retail ... then promoted to KEY ACCOUNT MANAGER in '91, earning the "Henry Breyers Leadership Award" for outstanding sales performance ... and in '92 moved into a TRADE MARKETING ANALYST role; working directly with the marketing teams on new product introductions, forecasting, and financial estimates.
EDUCATION:
MBA, Purdue University, 1989
Bachelor of Science, State University of New York at Buffalo, 1987 |
