SENIOR MARKETING EXECUTIVE

Successful consumer marketing leader with a proven ability to drive EBIDTA and m
arket share for highly recognizable brands such as Reynolds, Land O' Lakes, Hers
hey's, Folgers and Horizon Organic
CAREER PROFILE
* Brand Equity Management: Create and maintain consistent brand identity, active
ly championing brand throughout organization and with external partners. Formula
te brand strategy linked to vision, objectives, and corporate priorities.
* Category/Shopper Marketing: Leverage insights (industry, category, brand, chan
nel, consumer and account) to develop a strategic agenda that drives focus and r
esults behind portfolio strategy with an excellence in shopper segmentation.
* Consumer Insights: Discover key customers insights into barrier beliefs/behavi
ors, create innovative plans to overcome those barriers to drive purchase/usage
and relentlessly drive for rapid iterating to continually improve results.
* New Product Development: Frame innovation and get-to-market strategy for high-
value innovation opportunities.
* Organizational Collaboration: Work with cross-functional teams and influence s
enior leadership to align business plans.
PROFESSIONAL EXPERIENCE
Reynolds Consumer Products, Richmond, VA (2006 - Present)
GLOBAL MARKETING DIRECTOR, Reynolds Brands (02/08 - Present)
Promoted to senior leadership role with full P&L, general manager and business s
trategy responsibility for Reynolds Consumer Product's global brand and licensin
g portfolio with +$800 MM list sales and +$85 MM A&P budget. Work across domesti
c and global business divisions to manage Reynolds brand communications, merchan
dising and strategic product initiatives. Manage and develop 5 direct reports. S
erving as interim-CMO reporting to BU President.
* Responsible for development of Reynolds' commercial brand agenda, providing vi
sion and long term strategic direction to meet organic and new product growth in
itiatives in order to achieve company's EBIDTA objectives.
* Charged with rapid growth of Reynolds' domestic brands through new product inn
ovation, investment in high ROI marketing initiatives and SKU rationalization -
resulting in record EBITDA run-rate growth of +15%. Successfully created new Re
ynolds Incubation Lab and Research facility for new product development with 3-y
r new product pipeline.
* Chief architect of Reynolds' expansion into green products. Defined and execu
ted a two-part sustainability initiative that reduced the core product package b
y a third resulting in easier handling by consumer, supply chain savings of ~$15
MM per year while launching a 100% Recycled Foil with $65MM in incremental YR1 &
2 revenue.
* Direct category management strategy for branded portfolio (~ 80 sku's). Motiv
ate hands on approach with retail partners to drive new distribution, merchandis
ing excellence and strong retail tie-in promotions. Awarded "best-in-class" mer
chandising results by Kroger Corp. for thematic tie-in between NASCAR and Reynol
ds Wrap Foil.
* Invigorated marketing mix, reducing $10MM in inefficient promotion spend and i
ncreasing advertising effectiveness for over 75% of the portfolio resulting in a
+45% ROI improvement.
* Led broad, complex challenge of rebalancing consumer portfolio to accelerate e
xpansion and growth of higher margin product platforms while optimizing returns
on core products through elimination of skus and non-productive A&P spend. Unite
d all aspects of the marketing mix under a compelling message and personality fo
r Reynolds.
* Served as BU lead in conjunction with Deloitte Consulting to implement a robus
t and effective S&OP and Promotional planning process to deliver accurate uncons
trained demand/financial forecast through an effective demand synchronization pr
ocess. 6-month project yielded a 60-day forecast error reduction of 11pts (32% t
o 21%).
SENIOR BRAND MANAGER, Foil Portfolio (11/06 - 02/08)
Full P&L accountability for Reynolds' flagship brand, Reynolds Wrap Foil with $5
50 MM list sales and $55 MM advertising and promotional budgets. Managed and dev
eloped one Brand Manager and two ABMs. Reported to CMO.
* Charged with growing an iconic brand in the midst of share losses from Private
Label and rising commodities.
* Defined and implemented turn-around strategy to arrest severe market share ero
sion, fueling +5% revenue and +10% EBITDA growth not seen since 2000 by growing
core skus and stabilizing profitable niche items.
* Developed new positioning and advertising campaign for both general and Hispan
ic consumers that delivered ROI of $1.09 (well above CPG norms) and grew share (
+5pts) in key Hispanic growth markets.
Daisy Brand, Inc., Dallas, TX (2004 - 2005) - left company to pursue MBA full ti
me
SENIOR BRAND MANAGER, Daisy Brand Sour Cream and Cottage Cheese Brands (06/04 -
08/05)
Responsible for $20 MM national marketing budget and all marketing activity incl
uding brand strategy, advertising development, media, PR, packaging and promotio
n. Helped direct brand team of 2.
* Aligned brand strategy with corporate marketing plans. Implemented new TV and
print campaigns and trade analytics that fueled 10 pt ACV gain and household pe
netration of approx. 4 pts.
* Led division to increase base sales volume by 18% for 2004. Improved communic
ations with sales force to enhance business development efforts.
White Wave Foods/Dean Foods, Dallas, TX (1998 - 2004)
SENIOR BRAND MANAGER, Land O' Lakes Dairy Brands (01/04 - 06/04)
Promoted to lead strategic marketing management for Land O' Lakes' dairy product
s. Responsibilities included full P&L management, SKU rationale and new product
development (e.g. Zero Carb Whipped Topping). Key objective was repositioning LO
L's $350MM retail business for long-term, profitable growth throughout multiple
retail channels.
* Drove margin gain of ~5 pts through SKU optimization (cut ~30 SKUs from line)
and product reformulation of key items. Led redesign of ~25 SKUs to reposition b
rand in multiple retail and channels.
* Directed team of 2 ABMs in order to sell-in key profit drivers throughout Dean
Foods' national, DSD system resulting in the addition of nearly 2500 new points
of distribution.
GROUP BRAND MANAGER, Beverages (01/02 - 01/04)
Promoted to lead brand marketing and LRP for White Wave's $130 MM beverage portf
olio (including Folgers Jakada Coffee Latte, HERSHEY'S Chocolate Milk & MilkShak
es and Land O' Lakes Dairy Ease). Managed $14 MM A&P budget, P&L with 2 direct r
eports.
* Directed national launch of Hershey's Milk/Milkshakes, growing to $100 MM in l
ist sales.
* Planned and executed successful national advertising activities, such as netwo
rk/cable TV, radio, sports sponsorships, athlete endorsements, sampling tours, c
onsumer promotions, and PR campaigns.
* Managed new products pipeline, P&L, and annual brand planning process. Managed
trade promotions and advertising with key retail partners such as Wal*Mart, Kro
ger, Walgreens and Costco.
BRAND MANAGER, New Products (10/00 - 01/02)
Responsible for concept, research, P&L and launch of new brands into new product
categories. Directed national launch of Folgers Jakada Coffee Latte into multip
le channels (strategic licensing alliance between Procter & Gamble and Dean Food
s) with 2001 launch that exceeded 1st year projections.
* Identified line extension / new product pipeline opportunities (i.e. Land O' L
akes Dairy Ease) through category /P&L/ ROI analysis and extensive market resear
ch.
ASSOCIATE BRAND MANAGER, Horizon Organic (11/98 - 10/00)
Responsible for day-to-day marketing activity for 5 dairy categories with $50 MM
in manufacturer sales. Led cross-functional new products team to develop and c
ommercialize new organic products.
* Launched "first of its kind" organic blended yogurt line. Won '99 Best New Pro
duct by Dairy Foods Magazine. Launched 7 organic juices, with orders exceeding e
xpectations by 200%.
* Re-launched full organic yogurt line, with 45% increase in sales and 4 pt. gro
ss margin upside.
* Prior position as Associate Brand Manager for The Rainforest Company in St. Lo
uis, MO (01/97-11/98). Led daily marketing activities for company's 4 natural fo
od brands (such as Rainforest Crunch).
EDUCATION
SYRACUSE UNIVERSITY, WHITMAN SCHOOL OF BUSINESS, Syracuse, NY
* Masters of Business Administration - with honors, Beta Gamma Sigma, 2006
WASHINGTON UNIVERSITY, OLIN SCHOOL OF BUSINESS, St. Louis, MO
* Bachelors of Business Administration, 1997