Experienced marketing and general manager in food and beverage consumer package goods. Skilled marketer focused on exceeding revenue goals, increasing margins, and brand building. Well versed in innovation and marketing communication from concept development to execution and launch. |
Summary
Results driven business and marketing leader with significant experience in the food and beverage consumer package goods industry. Skilled marketing professional focused on exceeding revenue goals, increasing margin enhancing
volume, and brand building. Versed in all aspects of innovation and marketing communication from concept development to execution and launch. Partners with the entire value chain, from suppliers through customers, to grow categories. Experience with Integrated Business Planning, Stage Gate and Zero Based Budgeting design and implementation. Direct communicator who provides clarity on business priorities.
Experience
Vice President, Marketing - (2012 - Current)
- $1.3B revenue brand with responsibility for P&L, strategic planning, marketing strategy, vision, marketing research and product development
- Head of category cross functional team with deep knowledge of sales, operations and nut industry
- Global brand equity Lead (2015-2016). Oversaw brand launch in several regions including the UK and China - brand equity, graphic design and procurement strategy.
- Relocated business to Chicago after company split, contributed to new organization design, and built a new marketing team
- Developed framework for turnaround by utilizing portfolio strategy, an expanded brand positioning, a strong brand equity and a new consumer insight
- Crafted the first brand architecture to more clearly communicate product position and relevance for consumers resulting in a new visual design for the entire brand portfolio
- Directed $50MM in consumer communication spending. Increased ROI by 1200 bps by shifting spending into targeted digital focused on higher margin product lines
- Grew revenue 10% and increased market share by launching new marketing campaign and several new product platforms in the grocery, Club and C-store channels
- Increased operating profit 71% ($80MM) by shifting focus to higher margin segments and implementing a commodity pricing strategy
- Awarded Brand of the Year for turnaround results and marketing personnel development
Senior Director, Shopper Marketing - Sales Rotation
- Responsible for $60MM marketing spend and direct selling for marketing and merchandising programs with largest grocery customer
- Introduced several analytic tools to measure shopper marketing returns; increased ROI by 1750 bps through cost reduction and smarter portfolio selection
Senior Director / Director, Marketing - (2006 - 2010)
- Business lead for several categories ($1.8B total)
- Repositioned a product segment and launched reformulated platform with no artificial preservatives (nitrates) to address consumer need for less processed products; superior product led to "taste test" marketing campaign; recaptured #1 share position from key competitor
- Grew brand by $150MM by expanding distribution and positioning against deli counter
Senior Brand Manager / Brand Manager - (2000 - 2006)
- Brand lead for several category brands ($600MM), ($400MM) and ($80MM) at different times
_ Expanded key partnerships with NCAA (media) and a restaurant property (licensing)
- Launched the first new product not developed by the restaurant group; product was an immediate success and grew the brand 78% during the launch year
- Expanded the existing advertising campaign helping to drive double digit revenue growth for three consecutive years
- Transitioned $50MM Club business from direct store delivery (DSD) to a warehouse cross dock system to maintain distribution in a key customer
Associate Brand Manager - (1998 - 2000)
- Developed an average price gap model and defense plan limiting impact of a competitive entry into a key Kraft market
Military Experience
US Navy, Lieutenant - US Submarine Force 06/1990 to 03/1998
Quality Assurance Officer - Deep Submergence Unit
- Responsible for entire quality program for the Navy's deep submergence program including process development, training and auditing
Division Officer - USS LaJolla
- Led division of 15 mechanics to exceeds rating on Operational Reactor Safeguard Exam
- Squadron Officer of the Year
Education
MBA: General Management 2003 Kellogg School of Management Evanston, IL
Master of Science: Nuclear Engineering 1992 Pennsylvania State University University Park, PA
Bachelor of Science: Mechanical Engineering 1990 United States Naval Academy |
