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SUMMARY
Classically trained consumer products executive who has directed sales and profit growth in diversified roles including corporate marketing, general management, and advertising agency account management. Extensive experience with categories including food, foodservice, beverage, HBA, cameras/film, hard goods, consumer papers, PC software and automotive aftermarket products selling into distribution channels including food, drug, mass merchandisers, superstores (club, office, home improvement, electronics), convenience stores, specialty retail and export.
Core competencies: all aspects of branding (research, positioning, advertising, pricing, promotion, media planning, sponsorships, licensing, packaging, point-of-sale, sales collateral/training materials, direct response, internet); strategic and marketing plans; new products; P&L management; retail sales and planogram management; leadership of marketing/sales groups, cross-functional teams, advertising agencies, consultants, packaging design firms, food brokers; off-shore and domestic purchasing.
Corporate Marketing:
• As Director of Marketing and Product Development for Brach’s Confections, Inc., a $300 million candy company, developed 7 new products. Sales increased 8.7% vs. prior year.
• As Director of Marketing for AutoZone, initiated a sports marketing program for the $4.7 billion retail business targeting DIY consumers, generating incremental sales of over $20 million. Repositioned the $750 million B2B division and increased sales 11% vs. category growth of 5%.
• As Director of Marketing for the Home & Office Papers Division of International Paper, led a new, research-driven, marketing focus to develop proprietary consumer brands competing against Kodak, HP, and Avery. Re-positioned/launched 6 brands. Directed development and transition of the marketing department during two mergers (Union Camp and Champion). Revenues grew from $660 million to $1.26 billion. EBIT turned around from a $40 million loss to a $10 million profit.
• Developed national and account specific consumer and trade programs for the Coca-Cola Fountain Sales Department which drove the #1 market share positions of Coke, Diet Coke, and Sprite.
• Managed Consumer Advertising Group at Polaroid Corporation which was awarded the Advertising Age “campaign of the year” for the new product launch of Sun Camera and 600 Speed Film brands.
General Management:
• President/CEO of a venture capital portfolio company in the consumer snack nut category competing against Planters. Increased sales 57% while category sales decreased 9%. Successfully sold company to Ralcorp Holdings, Inc., for 10x return on equity investment.
Advertising Agency Account Management:
• Senior Account Manager at SSC&B, Benton & Bowles, and Hill Holliday. Directed CPG accounts including Johnson & Johnson, General Foods, Carnation Company, and Van de Kamp’s Frozen Foods.
Consulting:
• Consulted for a food company acquisition and a new food company start-up.
EXPERIENCE
BRACH’S, Director of Marketing and Product Development, Dallas, TX 6/07 – 12/07
Led a department of 10 marketing and R&D professionals for a $300 million confectionery company including four business units: staple, seasonal, fruit snacks, and bulk. Position was eliminated when Brach’s was acquired by Farley’s & Sathers.
• Developed new business strategies for staple and fruit snacks.
• Developed 2 staple, 3 seasonal, and 2 fruit snack products.
• Successfully tested a new rack prototype and branding initiative for the bulk business which increased sales per square foot by 148% vs. prior year average.
Bench$trengthTM, Principal, Memphis, TN 8/05 – 5/07
Consulted for new food business start-up.
AUTOZONE, Director of Marketing, Memphis, TN 7/03 – 7/05
Directed marketing support of the $750 million B2B division and negotiation/activation of sports sponsorships for the $4.7 billion retail business targeting DIY consumers.
• Directed marketing supporting AutoZone Commercial. Developed repositioning strategy based on competitive analysis and a category attribute study. Developed new programs for batteries, brake pads, and tiered pricing; a dedicated website portal; and, promotions. Commercial sales grew 11% while Category sales increased 5%.
• Activated the NASCAR and Liberty Bowl Football Classic sponsorship properties with consumer grassroots and national promotions, including tie-ins with NASCAR Day and Coca-Cola.
Bench$trengthTM, Principal, Memphis, TN 6/02 – 6/03
Conducted due diligence for a food company acquisition.
INTERNATIONAL PAPER, Director of Marketing, Memphis, TN 11/98 – 5/02
Recruited to turn around an unprofitable division by emphasizing proprietary consumer brands. Built a marketing department of 36 including brand and customer marketing, consumer research, packaging, and manufacturing coordination. Directed advertising, packaging design agencies. Turned around a $40 million annual loss to a $10 million profit, however, our business model was terminated during a corporate restructuring and our lead team, including myself, was down-sized.
• Improved margin mix by increasing revenues from $6 million to $32 million on Specialty products and from $82 million to $165 million on total Value Added products.
• Executed broad consumer research program: focus groups, in-depth personal interviews, annual AAU tracking studies, attribute/market structure mapping, strategic concept testing, advertising/packaging tests, product placement studies, exit interviews/mystery shoppers at retail, and analysis of syndicated databases (CAPV and NPD). Leveraged this consumer insight to: launch Jet Print Photo ($18 million sales) and Specially Yours greeting card papers ($3 million sales); and, to reposition Invent It! (+$5 million sales), Great White (consumer sales grew $16 million) and Hammermill (value added sales grew $41 million).
• Project Leader for cross-functional program which achieved $40 million in earnings improvements.
• Managed the Union Camp retail business during merger transition.
FLAVOR HOUSE PRODUCTS, INC., President & CEO, Dothan, AL 12/88 – 8/98
Recruited as President by venture capital ownership to grow snack nut company to a critical mass which would position it for sale. Promoted to President/CEO in January, 1993. Directed VP’s of regional sales, marketing, manufacturing, distribution, quality control, purchasing, finance and a total workforce of 200. Primary sales contact at 6 national accounts including Kmart, Walgreens, and Fleming Foods with $20-$25 million in annual sales.
• Successfully sold company for 10x return on equity investment.
• Increased sales 57% from $47 million to $74 million. Increased number of accounts from 27 to 57.
• Responsible for overall P&L and achieved a record number of 10 consecutive quarters of on-budget profit performance in a volatile, commodity-driven category. Achieved record Net Income of 4.3%.
• Developed new products including Party Mix, Christmas Gift Packs, and Mug ‘O Nuts. Installed a new flexible packaging line and a new line to double roast honey roasted nuts. First in category to introduce plastic (vs. glass) jars and lighter weight, composite cans, both with recyclable material.
THE COCA-COLA COMPANY, Group Marketing Manager, Atlanta, GA 4/86 – 11/88
Recruited to develop customized, value added marketing programs for specific Fountain Sales National Accounts. Promoted to lead development of boilerplate programs for all local market and national accounts.
• Leveraged syndicated and proprietary research to maximize share of fountain valves for Coca-Cola brands in foodservice accounts and to develop consumer programs by daypart, channel, point of purchase (drive-thru, carry out, eat-in), oz./transaction (large cup merchandising) and purchase incidence (combination meal merchandising).
• Created new merchandising display system which increased space allocated to Coca-Cola messages and mnemonic design element (“Coke &”) which standardized p-o-s/collateral materials within a common campaign theme and design treatment.
• Developed and executed “Summer Cup” national consumer promotion with alliance partner MTV.
• Developed “Channel Module Books” (sales training/local sales support materials).
• Directed “Commitment Not Competition” trade campaign vs. Pepsi-Co.
• Managed 3 marketing managers and one purchasing manager; dotted line responsibility for internal creative group; directed marketing consultants.
OTHER EXPERIENCE, 1974 - 1986
POLAROID CORPORATION, Senior Advertising Manager, Cambridge, MA
• Developed and introduced the Sun Camera and 600 Speed Film lines by leveraging qualitative focus groups and quantitative research including AAU tracking studies, diary panels and advertising testing.
• Developed and executed consumer promotion with Delta Airlines.
• Directed Doyle, Dane, Bernbach advertising agency.
• Managed 3 advertising managers.
ADVERTISING AGENCY ACCOUNT MANAGEMENT: VP, Account Supervisor at SSC&B and Benton & Bowles, NY, NY / Los Angeles, CA; VP, Management Supervisor at Hill Holliday, Boston, MA
• Accounts (Brands) directed: Johnson & Johnson (Baby Shampoo); General Foods (Grape Nuts Flakes, new products); Van de Kamp’s Frozen Foods (seafood, pizza lines); Carnation Company (Instant Breakfast, Breakfast Bars, CoffeeMate, Contadina Tomato Sauces, Specialty Foods); Lotus Development Corporation (1-2-3 Software); McCulloch Corporation (chain saws).
• New Products developed: line extended Grape Nuts with Grape Nuts Flakes (General Foods Cereals); introduced batter dipped frozen seafood, “zesty seasoned” line of breaded, frozen seafood, and a line of frozen pizza (Van de Kamp’s Frozen Foods); introduced Contadina concentrated tomato sauces, Snack Links Vienna Sausages (Carnation Company); line extended Instant Breakfast and Breakfast Bars (Carnation Company); introduced 1-2-3 personal computer software (Lotus Development Corporation).
EDUCATION
MS New York University Graduate School of Business Administration, 1975
BA Princeton University, 1972
Phillips Exeter Academy, 1968
New Product /Line Extension/ Repositioning Experience
• Johnson & Johnson Baby Shampoo: Developed and executed segmentation strategy extending brand’s “gentleness” benefit from niche baby product to shampoo uniquely positioned against special hair care needs of four separate target segments: adult women, adult men, teenage girls, women 50+.
• Grape Nuts Flakes (General Foods): Line-extended “natural goodness” positioning of flagship Grape Nuts. Research indicated “hard” texture of Grape Nuts narrowed brand appeal, implying an opportunity for a “flake” formulation with softer texture. Also, positioned against special needs of women by leveraging specific nutritional additives (e.g., iron).
• Van de Kamp’s Frozen Seafood: Research indicated opportunities to overcome dislikes of frozen seafood (soggy texture, bland taste) with 1. Batter dipped line; and, 2. “zesty seasoned” line.
• Van de Kamp’s Frozen Pizza: Research had indicated that the Frozen Pizza category was going to experience huge growth. Introduced new line of frozen pizza.
• Carnation Instant Breakfast and Breakfast Bars: Repositioned both brands switching primary benefit emphasis from convenient nutrition to great taste. Research had indicated reason for declining sales was linked to flavor boredom and competition from new sources of convenient nutrition. Line extended both lines with new, more enticing flavors and corresponding packaging, advertising.
• Polaroid Sun Cameras and 600 Speed Film: Research had indicated the cause of decline in film usage was related to limited number and type of camera use occasions (primarily special event and indoor related). Previous camera line was perceived as more “toy like” and not for serious photographers. Developed new camera line with hi-tech styling and black external coloring (like hi-tech electronic equipment), advanced electronics, and higher speed film. Combination of advanced electronics and higher speed film was positioned as the “Light Management System” providing sharper, brighter photographs capable of excellent results indoors and outdoors. Developed and executed Jim Garner / Mariette Hartley advertising campaign which communicated the core corporate essence of Polaroid (instant enjoyment which enhanced any moment) as well as the broad variety of situations, indoor and outdoor, where Sun Cameras and 600 Speed Film provided sharp, bright, colorful photos.
• Flavor House Products: Developed series of higher margin new products including: Party Mix (mix of peanuts, sesame sticks, and pretzels in re-useable plastic canisters); Christmas Gift Packs (2 or 3 items packaged in a decorative holiday packaging sleeve with a bundled price); flexible packaging line (bags); new “double roasted” formulation of honey roasted peanuts; first in category to leverage nitrogen flushing process to introduce plastic (vs. glass) jars and lighter weight, composite cans, both with recyclable material.
• International Paper: New Products included Jet Print Photo (first to offer different paper grade quality options positioned against specific uses); Specially Yours greeting card papers (first to provide broad variety of papers for different occasions, styles). Re-positioned flagship Hammermill (positioned against intended use vs. printer equipment, i.e., laser, jet print, copier); Great White (recycled paper); and Invent It! (crafting “media” vs. computer papers).
• Brach’s Confections, Inc.: Developed 2 staple, 3 seasonal, and 2 fruit snack products. Staple items included two licensed energy products. Seasonal items included flavor extensions (Chocolate Caramel Candy Corn and Chocolate Cherry Cordial Nougats) and a new form of Candy Corn (Gummi Candy Corn). Fruit Snacks included a new licensed product and another competing against Yogos. |
