SENIOR MARKETING PROFESSIONAL
Broadly skilled and
innovative consumer product marketer with almost 20 years in brand management,
new products, strategy and communications. Spearheaded entry into new
categories and new marketing & distribution models that cut costs and
increased revenues. Excel at translating strategy into cost-effective,
measurable tactics; using ingenuity to solve problems and create opportunities;
learning & implementing new media vehicles and technologies quickly; developing innovative new product ideas; and tailoring
positioning and messaging to different audience segments.
Areas of Expertise
Areas of Expertise
- Brand building & repositioning; market, sales & competitive analysis; consumer/market research.
- New product concept creation, testing, development, packaging, projections, P&L management and launch.
- Direct response and traditional advertising strategy, creative oversight, planning & buying; public relations & promotions strategy/execution; new media programs, website development & search engine optimization.
EXPERIENCE & ACHIEVEMENTS
GUTHY-RENKER, LLC (Lieberman Productions Subsidiary), San Francisco, CA, 9/09 – 7/10
A worldwide leader in direct marketing of skincare, cosmetics and other consumer products.
Vice President, New Project Development
Hired by the creative strategy arm of Guthy-Renker to spearhead a variety of new initiatives in the areas of new product development, brand strategy, direct marketing and e-commerce for Guthy-Renker consumer products including Proactiv and Meaningful Beauty by Cindy Crawford. Revamped and led new product evaluation process; developed Brand Style Guide for Meaningful Beauty; wrote and architected searchability of 500+ FAQs for Proactiv online knowledge base; helped to create, and build marketing plan for, new Proactiv customer retention tools; tested new lead generation strategy; and provided consumer research and strategic counsel to infomercial production team.
NATURE’S CURE, INC., Oakland, CA, 12/00 – 9/09
Private health & beauty products company specializing in combining conventional and natural treatments.
Vice President of Marketing & New Product Development (12/05-09/09); Director of Marketing (12/00-12/05)
Managed $8 mm acne and feminine care lines, as well as all new product development. Reported directly to CEO and engaged in corporate strategic decision-making and general management of key projects in all functional areas.
New Product & Brand Development
- Spearheaded development of new health & beauty treatments including online and BASES concept testing, formulation & contract manufacturing supervision, clinical testing, regulatory compliance, packaging and ingredient sourcing, positioning, test marketing, and launch plan & execution. Launched 6 products nationally.
- Developed and launched Yeast Infection product line, the company’s first new category entry and first effort at promoting the brand to a new target audience, to represent 26% of gross sales with more distribution to gain.
- Extended acne product line and refreshed packaging, website and advertising look and messaging to keep pace with competitive, market and consumer trends to build shelf presence and brand equity.
- Managed TV, radio and print creative and media comprising 15% to 25% of revenues.
- Initiated Direct Response TV strategy, set up telemarketing and fulfillment, analyzed results to optimize campaigns; improved results at half the cost.
- Expanded print program with new creative, exceptional negotiated rates, added-value and online tracking system for ongoing evaluation; credited for obtaining new distribution.
- Increased teen reach and elevated brand image via media relations and alternative media and promotions, including internet, social media, e-mail, contests, sponsorships, sampling, out-of-home and coupon programs.
- Maximized website effectiveness through redesign and SEO; Achieved 46 top-30 Google results in 6 mos.
- Joint promotions resulted in new distribution and display orders accounting for 30% of key season revenues.
- Revamped sales team’s use of IRI data for performance review, forecasting and category recommendations.
SUNSWEET GROWERS, INC., Pleasanton, CA, 7/98-12/00
The world's largest branded dried tree fruits company with over 85% brand recognition among American households.
Product Manager
Sole Product Manager for North American business. Reported to VP Marketing; supervised Associate.
Developed three new product lines, restaged another and resuscitated a stagnant product during first year:
- Grew the dried fruit category with Fruitlings, the first line with a fun personality and family appeal. Accountable for naming, flavor development, proforma, pricing, positioning and marketing mix. In 5 months, achieved 50% ACV and 6% share of a fragmented category.
- Premium rival to Ocean Spray Craisins gained 12% share of segment with minimal budget in just 5 months.
- Redesigned, improved, and extended specialty fruit line. Moved Sunsweet from #6 to #2 rank in the category.
- Grew prune juice sales by introducing new use (served hot) and helped develop and test-market smoothie line.
- Redesigned 18 SKU Prune line, implemented name change to “Dried Plums,” and managed communications.
- Developed television ad campaign to which IRI research attributed a 4-6% volume sales lift.
- Planned and implemented five themed national promotions featuring sweepstakes, contest or cause-related sponsorship and supported by advertising, FSIs, promotional packaging, display shippers, POS, sampling and on-line tactics. Resulted in dollar sales lifts as high as 22%.
COTT BEVERAGES, USA, Burlingame, CA, 6/96-7/98
The world’s largest private brand soft-drink provider with $1 billion in revenue; and a leader in private branding strategy consulting and roll-out implementation.
Marketing Services Manager, West Region
Partnered with major grocery chains to help launch and expand their private brands.
- Developed and built new retailer brands and product sub-brands.
- Launched soda lines at Fred Meyer and Lucky leading to double digit category growth.
- Researched, evaluated and developed new beverage products using Nielsen data and market research
AVERY DENNISON, Diamond Bar, CA, Summer, ‘95
Manufacturer of products for consumer and industrial markets, including Avery and other branded office products.
Product Management Intern, Office Products Group
Reported to product manager for $60 million MARKS-A-LOT and HI-LITER brands.
1988 – 1994: Various agency and corporate marketing communications positions.
EDUCATION
STANFORD UNIVERSITY GRADUATE SCHOOL OF BUSINESS, Stanford, CA
MBA, 1996 Elected Senator to student association, Co-Chair of Marketing Club.
UNIVERSITY OF PENNSYLVANIA, Philadelphia, PA
BA, 1988 with Distinction in Psychology, magna cum laude, Phi Beta Kappa, General Honors.
ACTIVITIES
Civic President, Board of Directors, San Francisco Jewish Film Festival
Elected position in the oldest and largest festival of its kind in the world with a $1.4 million operating budget.
Volunteerism: 5 projects through Stanford’s Alumni Consulting Teams providing strategy and marketing expertise to Bay Area non-profits;
Tutored a San Francisco grade school student.
Personal Language skills in Hebrew, French and Spanish; enjoy volleyball, swing dancing and singing.