NAME: ERIC RELYEA

CITY: MANHATTAN BEACH

STATE: CA

ZIPCODE: 90267

EDUCATION:

EMAILADDRESS: abp34u@r.postjobfree.com

PHONEAREACODE: 310

PHONENUMBER: 623-1535

LASTUPDATED: 5/24/2001

ERIC RELYEA

769 26th Street

Manhattan Beach, CA 90266

949-***-****

(Work)

310-***-****

(Home)

abp34u@r.postjobfree.com

EXPERIENCE

ACCENTCARE

7/99-Present

Vice President, Marketing

Created and executed marketing agenda for start-up business in the elder care

industry. Accomplishments: 1) developed Internet strategy, including managing

sitedevelopment and rapid launch within 90-day period, as well as, collaborating

withbusiness development team to maximize value of business partnerships and

leadingall partner integration efforts; 2) selected and manage public relations firm,

including analyst and press tour yielding New York Times feature article and

Gomez.com profile; 3) created branding strategy and collateral materials; and 4)

manage marketing function.

ALLIED DOMECQ

10/95-4/99

Vice President Marketing, Kahlua

Responsible for global strategic leadership for Kahlua, the company`s No. 2

priority brand, delivering net brand contribution in excess of $125 million per

year.Responsibilities included: 1) establishing and communicating core essence,

brandstrategy and marketing principles to National Marketing & Sales Company (NMSC)

management teams; 2) product and packaging, including line extensions; 3)

globaland regional brand-building initiatives; and 4) global brand performance.

Activities: 1) crafted international brand communications platform; 2)

revitalized consumer advertising via new creative and increased media impact; 3)

partneredwith NMSCs to secure funding required to reenergize brand; 4) raised profile

andexpanded range of ready-to-drink products; 5) led Kahlua Surfing program,

including sponsorship of ASP Women s World Tour; 6) led development of Kahlua Internet

(finalist, London International Advertising Awards) and Intranet sites; 7) led

development of brand-identity manual; 8) introduced shrink-wrap and Pre-Columbian

packs to drive off-shelf display and trigger impulse purchases (shrink-wrap pack

received Mobius Advertising Award); and 9) championed Kahluaccino, a frozen

coffee drink (earned Allied Domecq Award For Excellence).

Results: 1) volume up 7 percent in fiscal year 1998 and Kahlua cited as sixth

fastest growing spirits brand by Drinks International; 2) aggressive Asia/Pacific

regional development program launched in March 1998; 3) brand development in

Japanaccelerating, with volume growth of over 30 percent; 4) Phase 2 of U.S.

revitalization launched in Spring `99 (earned Allied Domecq Award for Excellence for

Phase 1); and 5) Kahlua Drinks-to-Go line extension reached 1,000,000 cases and

received Impact Hot Brand Award for 1998.

AVERY DENNISON, OFFICE PRODUCTS GROUP

3/94

-10/95Director, Marketing & Sales Planning, K&M Division

Responsible for Binders (annual sales of $175 million) and Organization &

Presentation Products (O&P; annual sales of $75 million). Reported to general manager

and served on senior management committee.

Accomplishments: 1) built department of 12 marketers; 2) increased Binders ROTC

from 4 percent to over 20 percent; 3) championed O&P product development

initiatives and key account programming that yielded over 25 percent growth rate; 4)

introduced CD-ROM product line that delivered over $10 million in sales; and 5)built

alliances with design partners to gain access to new products.

MATTEL TOYS

1/92

-1/94Director, Marketing - Disney Infant & Preschool Toys

Recruited to turn around this core brand (annual sales exceeded $100 million),

which suffered from low awareness, weak image, limited differentiation and poor

price/value.

Accomplishments: 1) created new advertising campaign, full line packaging and

integrated line look; 2) executed tactical plan that reversed downturn in retail

sales and established base for re-launch effort; 3) executed profit improvement

program that yielded 8 point margin gain versus prior year; 4) capitalized on new

character licenses (e.g., Lion King); 5) directed development of 1994 product line

that delivered 50 percent volume growth; 6) established 3-year development plan

that leveraged emergence of Winnie-the-Pooh property; 7) worked with Disney to

shorten approval process; and 8) served as primary interface with attorneys

handling FTC inquiry into Fisher-Price aquisition.

Position eliminated due to Fisher-Price acquisition.

ALLIED LYONS

10/88

-12/91Division Marketing Director,

Kahlua

Promoted to

Division Marketing Director, October 1990. Reported to president

ofThe Kahlua Co. and was responsible for managing the strategic development

Kahluain North America and the Pacific Rim. Areas of responsibility included: 1)

setting annual and three-year business plans for the territory; 2) monitoring

distributor performance against plan and providing assistance and guidance as needed;

and 3) providing strategic direction to distributors, agents and Allied Lyons area

representatives.

Accomplishments: 1) launched new advertising campaign, convenience-store

distribution drive and on-premise program in Japan; 2) worked with local market

representatives to control flow and minimize impact of parallel imports into Japan; 3)

led brand repositioning program in Australia and New Zealand; 4) established and

chaired North American task force to exploit cross-market opportunities; and 5)

worked with president to develop and present long-range strategic plan that

includedU.S. market investment proposal.

Brand Manager, Ballantine`s Scotch Whisky

Responsible for development and execution of annual marketing plans for

Ballantine`s Scotch, Cognac Salignac and Grand Macnish Scotch, with primary focus on

Ballantine`s, the company`s top priority brand. Integrated Ballantine`s into new

distribution company, while also driving U.S. repositioning for the brand.

Accomplishments: 1) advertising campaign awarded Clio for Best Beverage Alcohol

Print; 2) established and executed multi-tiered incentive program; 3) conducted

national sales meeting and major market tour; 4) instituted direct mail program

tobuild ongoing dialogue with consumers; 5) executed interactive golf promotion

with British Open overlay; and 6) built bond with brand owner in Scotland.

BEATRICE/HUNT WESSON

10/85

-10/88

Marketing Manager, Rosarita Mexican Foods

Managed consumer communication, product development and line maintenance

programs. Additionally, provided input for ongoing pricing, forecasting and trade

spending decisions. Executed re-stage of Sauce line, established new Anglo and

Hispanic advertising campaigns, and introduced Refried Bean line extensions.

Marketing Manager, Orville Redenbacher`s Gourmet Popping Corn

Developed new products for popcorn based snack foods business segment.

Transferred to Rosarita, October 1987.

Product Manager, La Choy Oriental Food Products

Managed consumer and trade support programs, and forecasting. Successfully

reduced trade spending without impacting volume, and staged distribution drive that

regained business lost during sales force transition. Managed introduction of

multipurpose sauce line. Promoted to Orville Redenbacher`s, October 1986.

SEVEN-UP FOODS, CITRUS PRODUCT DIVISION

5/85

-10/85

Product Manager, Juice Up

TOMY CORPORATION

10/83

-5/85

Product Manager, Girls Toys/Dolls

JOHNSON & JOHNSON, PERSONAL PRODUCTS DIVISION

5/82

-10/83

Marketing Assistant

EDUCATION

THE WHARTON SCHOOL,

UNIVERSITY OF PENNSYLVANIA

M.B.A. Degree,

May 1982.

Dual concentration in marketing and finance

.

POMONA COLLEGE

B.A

., Philosophy, May 1978.

.net

advertising

business plans

CD-ROM

CA

product development

direct mail

direction

driving

senior management

focus

forecasting

general manager

http

image

managing

marketing plans

market

Marketing

access

packaging

pricing

profit

programming

promotion

proposal

retail

sales

Sales

sales

strategic

strategic development

Contact this candidate