SENIOR MARKETING AND BRAND MANAGEMENT
Strong combination of marketing, brand, business development, product development, and sales skills
Recognized throughout my career for the development of strategic and tactical plans to grow business and profits. Specific skills include:
§ Marketing Strategy § Strategic Planning
§ Business Development § Brand Strategy
§ New Product Introduction § Product Development
§ Cross-Functional Teams § Strategic Alliances
§ Market Research § Channel Development
CONTRIBUTIONS & ACHIEVEMENTS
" Led the development of and successfully introduced more than 100 new products, influenced categories, and restaged brands in a variety of industries (toys, sports, soft drinks, candy, bakery, gifts, and home products) through pricing, packaging, advertising, promotions, PR, and trade programs.
" Significantly expanded distribution for a variety of companies through opening new channels, new geography, and developing new products for specific channels.
" Formed and led cross-functional teams at every company I have worked for.
The Valen Group, OH Vice President Business & Client Development 2014 - 2016
The Valen Group is a boutique strategy consulting firm with practices in growth strategy, innovation, and strategic brand licensing and partnerships. Responsible for all Business & Client Development.
" Negotiated and closed largest deal in companys 15 year history. Forecast revenue will more than double company annual sales.
" Launched new website October, 2015. Totally revamped all sales and marketing materials and touchpoints.
Schulte/Organized Living, OH Vice President Retail Division 2012 - 2014
Schulte manufactured storage and organization products for the home, focused on new home construction, hardware stores, and specialty retailers for 40 years. The company name was changed to Organized Living in 2013. I was in charge of the Retail Division business unit of Organized Living, including P&L.
" Turned Division results from under plan (84%) and over budget (120%) to on plan and under budget within 6 months.
" Brought on new distributor who became our largest customer, and repaired and expanded relationship with biggest retailer, increasing business +43%.
American Paper Optics, TN VP Sales & Marketing (contract) 2011
Responsible for 10 people in marketing, sales, business development, and product development for world leading manufacturer of 3D glasses.
" Restaged Brand, creating new positioning, promotional materials and sales tools.
" Revised product offering, packaging, and merchandising to align with customer needs.
" Created SEO plan to leverage social media, blogs, and PR to improve e-commerce results.
Bakery Crafts , OH Business Development Director 2010
Responsible for 30 people in business development, product development, marketing, and licensing for leading supplier of cake decorating products. Privately owned company restructured/ eliminated 25% of management staff.
" Developed new business plans for Online Engagement a totally new distribution channel - with Walmart and Kroger, and e-Commerce for consumers.
" Developed and implemented a Brand plan for internal and external branding effort.
MGA/Little Tikes, OH VP Marketing 2009
Responsible for 19 direct reports in marketing, product development, e-Commerce, and revenue of $250M in Sports, Vehicles, Outdoor, Ride-Ons, Role Play, Preschool, and Music. Position eliminated after Mattel product lawsuit against MGA.
" Developed and implemented cross-functional team structure to focus resources on key categories.
Schulte/Organized Living, OH VP Marketing/Product Development/Sales 2002-2008
Organized Living was a specialty retail division of Schulte. As VP of both Schulte and Organized Living, I had 10 direct reports and directed all marketing, sales, and product development for 4 distribution channels and 5 product lines.
§ Lynch pin player in the targeting, due diligence process and analysis of Organized Living to be acquired and merged with Schulte thus expanding reach into specialty retail, e-commerce, and in-home installed sales; created the new division and became responsible for monthly catalog development, monthly events, direct mail, TV, database management, and result analysis.
§ Responsible for all development, production, and distribution of monthly catalog, including production schedule, photography, layout, copy, distribution dates, and selection of zip codes.
§ Responsible for P&L including product lifecycle management.
§ Team leader for development of e-commerce site and three software programs for consumer and dealer use.
Galerie au Chocolat, OH VP Marketing and Sales 2001-2002
Galerie is a privately held, owner operated global confectionary and gift company. As VP, I had 22 direct reports and drove the marketing and $54M of sales for an extensive line of products - 31 product lines with 1000+ different products sold to mass and specialty retailers.
§ Convinced Wal-Mart to expand availability of Galerie products from 22 to 52 weeks by adding assortment to Halloween and everyday placements; grew licensed M&M business by 400% from $3M to $15M by focusing on characters and personality and securing a toy with candy license to continue growth.
§ Led branding initiative to create new logo and tagline for all packaging, hangtags, and in-store materials.
Griffin Bacal/DDB, OH/ NYC Management Supervisor 2000-2001
Griffin Bacal, part of DDB worldwide, was a Hasbro advertising agency. I directed and performed all account functions for Tonka, GI Joe, Action Man, Transformers, Jurassic Park, and Thinkronize; managed 3 direct reports and purchased all television, print, internet, and direct mail with $18M budget.
Hasbro, OH VP Marketing 1995-1999
Recruited by former P&G colleagues, reported to President. Responsible for 30 cross functional direct reports in Design, Engineering, and Marketing, revenue of $200M, $10M advertising budget for global marketing of Tonka, Winners Circle, XRC, and Nerf.
§ Restaged stagnant, declining probability Tonka brand from tough trucks to personality-based, character-driven line based on Chuck My Talking Truck; sold 2 million in 3 years, changed the category, still in production today; concept adopted by sister division Playskool.
§ Led major push into racing products for adult and kid NASCAR fans through the creation of Winners Circle brand of diecast vehicles, became market leader producing $80M, more than Hot Wheels and Matchbox; extended product reach by creating promotions around special paint schemes for cars - Star Wars, Batman and Robin, and Superman - that gained significant PR hype and promoted sales.
§ Managed all aspects of innovation pipeline including research, ideation, costing, design, engineering, pricing, and positioning.
Mattel, CA VP Marketing 1994-1995
Recruited by Mattel to create a new division upon acquisition of Kransco. Reported to division President. Responsible for 12 direct reports and all marketing activities for Morey Boogie Bodyboards, Wham-O, Hacky Sack, Frisbee, Hula Hoop, and Trac Ball.
Tyco, NJ Director of Marketing 1992-1994
Managed 4 direct reports and all marketing activities for Matchbox. Drove $120M in sales with products available in 120+ countries. Responsible for all marketing plans, new product development team and process, all consumer and trade promotions, and strategic management of $10M budget.
Kransco, CA Director of Marketing 1986-1992
Recruited by P&G Director to create Power Wheels brand. Responsible for marketing plans and new product development team and process for Power Wheels, generating $160M in revenue: responsible for 3 direct reports and strategic deployment of $5M budget. Promoted from Product Manager after 3 years. Developed new product team and process to manage from development to market which increased pace of new product introductions 4x; doubled business from $50 to $98M in 24 months.
Procter & Gamble, OH Assistant Brand Manager 1983-1986
Assisted in management and marketing of Crush soft drinks, a $250M product line; responsibilities included trade promotions, expansion tests, competitive analysis, new package development, and market research. Promoted from Brand Assistant after 1 year.
Pennsylvania State University Master of Business Administration
University Park, PA Marketing
Pennsylvania State University Bachelor of Science in Education
I have completed numerous workshops and seminars including Copy College, Meeting Effectiveness, Media Training, and Trained Brain Ideation.