Michael W. McCarthy

**** ****** ****** ( Boulder, Colorado 80301 303-***-**** (

abl4x7@r.postjobfree.com

Professional Experience

AdSpace LLC. Boulder, CO

*/**-*******

Director of Product. Key member of VC backed start-up that delivers

online marketing solutions to small businesses via a SaaS technology

platform. Responsible for developing product offerings and managing

customer acquisition.

Michael McCarthy Consulting. Boulder, CO

12/07 - 5/09

o 20 hrs/wk contractor Nestle Brands Company

o New product development and product line strategy development (Horizon

Organic Dairy)

o Marketing mix spend analysis / price elasticity study (Rudi's Organic

Bakery)

o Brand hierarchy / new product development study (Mix1)

o Marketing plan / brand messaging platform development / E-marketing

plan (GoLite)

Nestl Brands Company. Glendale, CA

11/04 - 5/09

Sr. Marketing Associate, Turtles / Christmas Confections

o Developed needs state gifting platform to invigorate ailing Turtles

brand. 06-07 $vol projections exceed $12MM. Project included pricing

analysis, product/portfolio strategies and sales projections.

o Led multi-functional team and agency partner in the development,

concept testing, packaging and go to market strategy for nine new

Turtles SKUs.

o Sold in new concepts to key customers: Wal-Mart, Target, Walgreens,

Kroger and Albertsons.

Marketing Associate, Christmas Confections

o Defined strategy for, and managed all aspects of Christmas confections

business (including P&L).

o Grew Christmas confections business 7% to $42.2MM via lunching five

new products and taking a multi sku price advance. Increased

profitability of 42 SKU portfolio by 10% via cost reductions and sku

rationalizations.

o Grew top two account $vol 15% in via partnering with the Nestle sales

team and working with Wal-Mart / Target buyers to develop account

specific products and promotional vehicles.

o Developing and executing consumer promotions programs and national

print advertising (191 GRPs).

Horizon Organic Dairy. Boulder, CO

12/02 - 11/04

Associate Brand Manager, Milk

o Developed and launched rotating flavor program for single serve milk

business: conducted segment analysis, managed consumer concept /

product testing and developed fact based selling story.

o Managed development and launch of new packaging for a 32 SKU national

product line. Developed and tested package creative and messaging.

o Conducted market opportunity and feasibility analyses including P&L

development for prospective new products.

o Led development of consumer promotions plan including: direct mail,

FSI, POS and Catalina.

Brand Management Contractor, New Products

o Conducted category analysis and managed consumer research to identify

new drinkable yogurt opportunities.

o Developed sales projections, pro forma P&Ls and pricing via analysis of

key IRI & SPINS measures.

o Partnered with brand team to develop new product positioning and

packaging.

o Worked with R&D and operations to create product formulations and

select manufacturer.

Kindred Keziah Brand Strategy. Boulder, CO Strategist (business school

internship) 5/02 - 10/02

o Key player on team that developed brand strategy used by Bacardi to

launch T ri vodka.

o Contributor on team that conducted brand alignment study for Bank of

America.

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PharMerica Inc. Tampa, FL

3/95 - 1/02

Director of Marketing

o Managed all aspects of marketing department for $1.8MM pharmaceutical

distributor (five direct reports) Oversaw marketing planning, product

development, marcom and market research.

o Managed 20-person internal sales department with P&L responsibility.

Reorganized department and instituted a cross-sell program that reduced

wages and related expenses by 8% as well as increased sales by 21%.

o Directed strategic planning that repositioned PharMerica for future

growth in hyper-competitive market.

o Led organizational change by developing eBusiness strategy, generating

over $9 MM in incremental revenue.

o Conducted price sensitivity analyses and led multi-functional team that

launched repositioned clinical product increasing line item revenue by

over 20%.

Marketing Manager

o Developed and executed product launch for suite of software products

(1998 Eddey award winner).

o Managed web site facelift and created an interactive web presence

featuring educational content, community and an interactive customer

service portal.

o Managed agency partner in developing annual report: concept, design,

content, and distribution.

o Drove public relations via executing press releases, creating media

coverage and article placements in trade publications.

Marketing Associate

o Conducted competitive research and wrote monthly market intelligence

brief for executive team. Wrote copy for and art directed new collateral

materials, print advertisements and direct mail.

Mitchell Paul Advertising. Boulder, CO. Account Coordinator

3/94 - 3/95

o Member of team that developed and executed advertising and promotional

strategy for Schwinn Bicycles.

Trammel Crow Corporation. Moscow, Russia. Financial Analyst

10/92 - 12/93

o Prepared valuations and assisted in preparing feasibility studies for

prospective real estate investments.

Education

University of Colorado at Boulder, Leeds School of Business

o MBA, marketing concentration.

2003

Marquette University

o Bachelor of Science in Business Administration and Marketing.

1992

- Loyola University Rome Center, semester abroad. Studied fine arts and

Italian.

Certifications & Interests

o Recipient of The Nestl Very Best Spirit Award given monthly to the

individual who makes a difference in Nestl 's overall success through

actions and attitude.

o Volunteer, Big Brothers Big Sisters of Denver

o American Management Association Accredited Project Manager

o Member of US/Russian expedition ascending Mt. Comsomolski (19,545 ft) in

Kyrgistan

o Completed 500 mile Caribbean sailboat crossing

o Top 7% finisher in Evergreen Triathlon (1.5M swim, 60M bike, 13M run)

o University of Chicago Graduate School of Business, Strategic Marketing

Exec Program (2000)

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