Seasoned Executive

Background and acheivements of this General_Mgmt. Executive are shown. Contact information is confidential. To reach this person, use the link from General_Mgmt. Executive talent bank at the conclusion of the resume. Click HERE for more information, jobs, and resumes.

Position
Seasoned Executive
Location Confidential
No
Location
Northeast USA
Willing to Relocate
Yes
Industry
Consumer-Packaged-Goods
Function
GENERAL-MANAGEMENT--CEO/COO/GM
Compensation
$350,000 to $700,000

Resume Summary
I am a high impact executive with a history of delivering accelerated top and bottom-line results in premier CPG companies and early-stage ventures. A dynamic leader that leads with passion, inspiration and an unwavering sense of accountability.

Resume Body      SEASONED EXECUTIVE

PROFESSIONAL EXPERIENCE:
FARMWISE LLC, WELLESLEY, MA 2014  PRESENT
An emerging frozen food company producing healthier alternatives to Americas favorite foods.

Founder & CEO
Founded company with own funds to capitalize on a tremendous white-space market opportunity in the US Frozen Food category. Created a unique company Positioning, successfully pioneering break-through innovation in better for you frozen food categories including Frozen Vegetables/Potatoes (Veggie Fries®, Veggie Tots®, Veggie Rings®), Frozen Meat (Farmwise® Chicken Veggie Nuggets and Tenders) and Frozen Snacks/Appetizers (Veggie Skins®, Mozzarella & Broccoli Bites). Scaled business from $0 to $6 Million in sales and over 6,000 stores including Whole Foods, Kroger, Target, Ahold, Wegmans among others. Built company from the ground up, assembling a lean and talented team together with a network of outsourced functional resources to efficiently scale business. Led Series A and Series B financing, attracting sophisticated investor partners and currently positioning company for a successful exit to a strategic CPG company in Q4, 2019.
§ Identified breakthrough concepts testing in the Top 10th Percentile of all items ever tested.
§ Developed product formulations and manufacturing process to provide superior health benefits while delivering the same taste and texture of conventional analogue products.
§ Established a network of four Co-Manufacturers and established best practice manufacturing processes for our new to the world portfolio of products.
§ Established a national frozen supply chain that delivers 99%+ service and fulfillment levels.
§ Built Broker distribution network including geographic and channel specific partners.
§ Secured important intellectual property including Trademarks and Patent Pending process.
§ Developed umbrella branding and design with strong and differentiated visual shelf impact.
§ Chairman of Board that includes investor partners and independent Board members.
§ Winner of 2016 Expo West Natural Products Pitch Slam Contest (versus 110 companies).

TRIBE MEDITERRANEAN FOODS, TAUNTON, MA 2012  2013
A $75 Million refrigerated food company producing a range of natural and organic hummus and vegetarian foods. Brands: Tribe®, Veggie Patch®.

Chief Sales & Marketing Officer
Managed team of 8 regional Sales Directors responsible for driving sales of Tribe Hummus and Veggie Patch refrigerated vegetarian products. Increased sales by 22% via expanded distribution, more effective trade promotional programs, product optimization, targeted account specific promotional and marketing programs and selective innovation. Managed Marketing team of 4 professionals responsible for innovation, marketing campaigns for established brands and innovation initiatives.
§ Restructured Sales Promotional Strategy focused on more efficient Multiple price point strategy and Partnership Promotions with complementary cracker and chip brands.
§ Led sku rationalization reducing skus by 20% while simultaneously optimizing product portfolio.
§ Created and launched Everything Hummus, which became 3rd best-selling item in portfolio.
§ Developed Yummus Print advertising campaign, increasing brand awareness and sales velocity 18% in select markets.
§ Redesigned Veggie Patch packaging for greater shelf impact and product reveal, increasing same store velocity by 12%.

MOOBELLA, INC., TAUNTON, MA 2007  2011
Revolutionary Start-up Ice Cream Technology Company; fully automated machines that allows consumers to make their own fresh hard scoop ice cream in 40 seconds.

Head of Sales, Global Business Development & Marketing
Developed strategy, business plan, consumer touchpoints and operational systems and processes required to prepare the MooBella system for commercialization. Launched the MooBella machine in its initial commercialization Area Test achieving aggressive sales goals and gaining critical Voice of the Operator and Voice of the Consumer feedback in order to improve the consumer and foodservice operator experience.
" Achieved aggressive plan of launching 60 MooBella Ice Creameries in high visibility foodservice sites across New England.
" Established relationships with premier foodservice management companies, including Sodexo, Compass, Delaware North and Centerplate.
" Led Voice of Consumer and Operator initiatives to determine features and requirements incorporated into machine design. Led commercial Beta and Pilot Tests which confirmed business model potential
" Participated in fundraising road show with CEO including development of all official investor materials and led investor presentations that helped secure $18 million Series A investment.

THE PROCTER & GAMBLE COMPANY/GILLETTE, INC., BOSTON, MA 2005  2007
A leading manufacturer of Personal Care and Beauty products.

General Manager, Global Disposable Razor Business Unit (2006-2007)
P&L responsibility for the Global Disposable Razor business unit, including global brands (Venus, Sensor, Good News, Custom Plus, Daisy) and regional international brands (Prestobarba, Permatik) with $1.3 billion in annual revenue and a 56% global market share. Charged with transitioning and integrating this core Gillette business unit into the P&G structure, leading development of the brand architecture utilizing P&Gs proprietary Brand Building Framework. Reports included: 2 Global Business Directors, 5 Regional Market Directors, Director of Operations, Director of Program Management, Director of Finance and Director of Consumer Insights.
" Developed an ambitious Global Vision and holistic Portfolio Strategy that identified four regions offering disproportionate growth opportunity, presented a corresponding stream of new product initiatives, and detailed an aggressive 5-year capital expansion program. Gained Executive Management Committee approval to implement the plan.

Vice President of Marketing, Grooming Division (2005)
P&L responsibility for $750 million North American Personal Care portfolio which spanned the shaving preparation, skin care and antiperspirant/deodorant categories and included the Soft n Dri, Right Guard, Dry Idea, Tag Deodorant, Foamy, Gillette Series, Gillette Complete, Mach3 and Fusion trademarks. Set overall marketing strategy, financial and business objectives. Implemented winning brand strategies, and steered long-range planning, advertising, consumer and trade promotion, cost management, pricing, and effective allocation of the annual marketing budget. Directed a team of 10 marketing professionals.
" Executed an antiperspirant/deodorant business recovery program, including a price optimization plan and repositioning the Soft n Dri and Right Guard brands. Delivered an 8% category sales increase and arrested 3+ years of consumption and share declines.
" Overhauled antiperspirant/deodorant pricing, installing a tiered structure that aligned with brand positioning to drive unit volume and gross margin improvements.
" Led SKU rationalization effort that simplified operations, improved efficiency and delivered $9 million operating profit enhancement.

CHUPA CHUPS, S.A., BARCELONA, SPAIN 1999  2004
$400MM Chupa Chups, at the time, a privately held confectionery company with market leading positions in the lollipop and sugar-free mini-mint categories.

General Manager, SMINT Division (2001 - 2014)
Global P&L and management responsibility for the $90 million revenue SMINT business across 80+ countries. Developed and implemented global long-term business strategy, capital investment plans, innovation and new product development, and creation of worldwide marketing and sales programs and annual operating plans. Reports included: VP Marketing, Director of Product Development, 5 Regional Commercial Directors, Manufacturing Plant Manager and Director of Finance.
" Increased EBITDA 18% (from -8% to +10%) through implementation of targeted growth strategy, productivity and cost-cutting platforms.
" Identified, prioritized and promoted a product innovation pipeline that resulted in the introduction of Wild Berry SMINT and SMINT X-tra Fresh Spearmint, expanding the product offering, extending the brands category leadership position, and establishing a foundation for long-term continued growth.
" Repositioned SMINT within the European market from a breath freshener to a dental health/cosmetic benefit, contributing to the brands 18% top-line sales growth.
" Established a second source production facility in Russia to fuel a major expansion effort, control costs and maximize profitability.

Vice President, Global Marketing  SMINT (1999-2001)
Worldwide marketing responsibility for SMINT brand, including advertising, media planning, public relations, internet services, event marketing, sponsorship development, consumer promotions, marketing research, product innovation and trade marketing. Led 10 marketing managers and steered geographical market development efforts that leveraged data-driven approaches to create unique market attack plans and address consumer and competitive issues and local market factors.



GUINNESS BASS IMPORT COMPANY, STAMFORD, CT 1998  1999
Senior Marketing Director, Lagers
Managed all aspects of the marketing mix for a $150 million portfolio of premium import beers and ciders, including Harp, Red Stripe, Pilsner Urquell lagers, Kaliber, Woodpecker and Strongbow ciders.

NABISCO, INC., EAST HANOVER, NJ 1997  1998
Director, New Business Ventures
Key member of the innovation leadership team responsible for identifying, developing and creating new business opportunities and revenue streams to extend Nabiscos snack brand portfolio beyond traditional cookie and cracker technologies. Led eight cross-functional R&D, operations, finance and marketing employees in new product development, analysis and strategy, conducting extensive market research, evaluation of R&D advances, and development of test plans. Project was disbanded upon hire of new CEO.

GENERAL MILLS, INC., MINNEAPOLIS, MN 1989  1997
Business Unit Manager, Beverages (1996-1997)
General manager with full P&L responsibility for the $105 million kids chilled fruit drink business, including the Squeezit, Squeezit 100 and LifeSavers brands. Initiated a business recovery program to arrest sliding volume and share. Achieved $4 million profit improvement and 12% market share increase.

Category Manager, Big G Cereal Division (1995-1996)
Responsible for developing and implementing trade focused, account specific strategic marketing plans supporting the $2 billion Big G Cereal business.

Marketing Manager, New Cereal Products  Cereal Partners, London, England (1992-1995)
Assigned to ignite and manage new product development for the recently formed international joint venture with Nestlé aimed at establishing General Mills first international market presence and expanding Nestlés breakfast portfolio.

Assistant Marketing Manager, Big G Cereals (1989-1992)

WELLS FARGO BANK, SAN FRANCISCO, CA 1984  1987
Manager, Migration Support Team (1986-1987); Financial Analyst (1984-1986)

__________________________________________________


EDUCATION: MBA, Anderson Graduate School of Management, UCLA, 1989
BA Economics & International Affairs, The American University, 1984


PERSONAL: Native English and fluent Spanish speaker. USA citizen with European Union residency.
Embrace multiculturalism and diversity. Have traveled to over 40 countries and
lived in Spain, UK & USA.

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