Eric Relyea

*** **** ******

Manhattan Beach, CA 90266

310-***-****/310-***-****

acgpqo@r.postjobfree.com

Overview:

Strategic marketer with demonstrated expertise in demand generation,

interactive platforms, business analysis and metrics, product/brand

management and new product development.

Over 30 years of experience managing brands, people and projects in both

established and entrepreneurial environments. Adept at building and

performing to budget. Sensitive to exit valuations and positioning

enterprise for exit. Experienced in board level interactions and preparing

board presentations.

Broad category knowledge with particular emphasis on consumer and

healthcare related businesses.

Hands-on leader, with strong bias for action, accountability and alignment,

while delivering measurable results through cost effective revenue

generation initiatives.

Demonstrated ability to lead teams through the development and

commercialization of products of varying technical complexity, including

toys, food & beverage, medical devices, and most recently the global launch

of a new professional hair smoothing treatment.

Accomplishments include:

. Launching Snap-On Smile marketing program, growing brand from $1 million

to $12 million in revenue in less than one year;

. Establishing Zoom! as the dominant leader in professional teeth

whitening, providing basis for Philips acquisition of Discus Dental;

. Laying foundation for $100 million senior home care brand; and

. Revitalizing Kahlu business, turning aging franchise into one of the

Spirits markets' hot brands.

Professional Experience:

Pipeline Marketing Alliance

2012-Present

Manhattan Beach, CA

Principal

Pipeline Marketing Alliance is engaged with projects in the medical device,

dental and personal care sectors. Presently working with former colleagues

at DenMat on two entrepreneurial ventures - Demand Brands/Cezanne

Professional Products and SpinLabel Technologies.

Demand Brands/Cezanne Professional Products (2012-Present): Serving as CMO,

responsible for all marketing and social media, as well as project

management for start-up professional hair care company. Completed launch

and re-launch of salon treatment and after care line with North American

distributors and conducted launch programs in Australia, New Zealand and

Taiwan. Driving engagement with consumers and salon professionals via

social channels, with significant coverage via leading online publications

and bloggers. Leading critical project management, including launch of new

packaging and product development programs.

SpinLabel Technologies, Inc. (2013-Present): SpinLabel Technologies, Inc.

is a Florida based company dedicated to licensing its unique labeling

technology which builds brand value by engaging current and prospective

customers in the shopping corridor and at home. Serving as CMO,

responsible for all inbound and outbound marketing, as well as collateral

and client presentations. Working with President to build sales funnel and

infrastructure required to monetize the company's IP portfolio.

Additionally, introduced and manage the company's critical projects

program.

DenMat Holdings, LLC

2009 - 2012

Santa Maria, CA

Vice President, Marketing

Recruited to serve as chief marketing officer for dental products company

acquired by private equity in 2008. DenMat's business was highly focused

on LUMINEERS, a high-end cosmetic product that was negatively impacted by

recession and market share lost to local labs. Company had limited

management talent, outdated systems and no product pipeline.

Accomplishments include:

. Upgraded and reorganized marketing team to focus on key initiatives,

deliver revenue generating programs, and maximize value of company's $12

million annual marketing expenditure.

. Launched Snap-On Smile direct to consumer marketing program, resulting in

>400% revenue growth and generating positive buzz for the company.

Program includes consumer advertising, trade education, call center

operations, Dentist subscription program and online training.

. Developed and deployed direct marketing programs to retain and maximize

value of current customers which has stabilized customer base following 6

quarters of significant declines.

. Revamped continuing education program, increasing attendance by 20% and

on-site sales per attendee by 35%.

. Teamed with sales to achieve required results, in a highly challenging

environment and with limited assets.

. Teamed with R&D to rebuild pipeline, resulting in expansion of Sapphire

Plasma Arc Light Platform, launch of new diode laser product and Cerinate

One-hour Veneers, an affordable veneer option with demonstrated potential

to be DenMat's next big direct to consumer brand.

. Teamed with IT to upgrade systems, including implementation of

Salesforce.com, campaign management programs (UNICA and Marketo) and new

reporting tools (Cognos and Qlikview).

. Partnered with Operations to implement digital technologies to support

the LUMINEERS and Snap-On Smile businesses, from digital scanning to

CAD/CAP design to digital preview to printing or milling of the final

restoration.

. Championed new project management system to drive alignment, visibility

and accountability.

. Worked with CEO to set strategic direction and secure board buy-in.

As planned, DenMat was sold to a new private equity investor in late-2011,

and assignment ended when transition to new management was completed.

Discus Dental 2003

- 2008

Culver City, CA

General Manager, Smart Endodontics

Vice President, Global Product Marketing

Vice President, Whitening

Hired to run tooth whitening business for worldwide leader in professional

whitening, with brands such as Zoom!, BriteSmile and NiteWhite. Whitening

business grew from $35 million to almost $100 million in the ensuing 4

years. Growth driven through mix of programs that: 1) rapidly expanded

office penetration; and 2) increased velocity by driving requests for

whitening treatments and providing offices with tools/training to promote

tooth whitening to patients and prospects. Promoted to oversee marketing

for all professional products in Discus Dental's portfolio, and

subsequently assigned to manage operations for fledgling, yet high

potential Smart Endodontics Division. Accomplishments included:

. Zoom! customer and consumer marketing programs energize brand,

establishing Zoom! as world's #1 professionally dispensed whitening

treatment.

> Next generation Zoom! systems drive footprint growth, as new users

enter franchise and existing users trade up to realize performance

benefits.

> Zoom! consumer campaign developed, executed and terminated, with

lessons learned and next steps clearly articulated.

> Zoom! velocity initiative providing tools and techniques to 1)

integrate Zoom! into dental practice, 2) train office staff, 3)

merchandise office and 4) execute locally relevant marketing programs.

> Cost reductions and efficiencies support margins and fund continued

business expansion.

. BriteSmile successfully integrated into Discus Dental portfolio.

. Smart Endodontics stabilized and poised for growth via sales and

education initiatives in support of product line delivering

tools/techniques that build confidence resulting from safe, predictable

and complete treatment of RCT patients. Key drivers include: 1) building

base of loyal customers; 2) bringing discipline and accountability to

sales team; 3) launching training and mentor programs, complemented via

newsletters and new online community; 4) refining seminar and events

strategy to improve cost per acquisition; and 5) establishing sustainable

presence in the Academic community.

Apria Healthcare 2001

- 2002

Lake Forest, CA

eBusiness Marketing Consultant

Teamed with General Manager, eBusiness to launch eBusiness and direct

marketing initiative for Apria Healthcare, a leading provider of home

healthcare services. Responsibilities included:

. Directing Web site development, launch and evolution, including content

management and quality control responsibilities - Web site recognized as

best in class by Mobility Management.

. Managing home healthcare supplies product line for sale online and via

call center.

. Developing and producing product catalogs for offline distribution.

. Establishing and maintaining eBay and Yahoo shopping centers.

. Managing relationship with McKesson, our product fulfillment partner.

. Training and over-site of call-center personnel.

. Executing marketing programs to drive Web site traffic and catalog

distribution.

Assignment concluded in December 2002.

AccentCare 1999

- 2000

Irvine, CA

Vice President, Marketing

Established and executed marketing plan for start-up business in the senior

care industry. Accomplishments included:

. Developed and implemented Internet strategy, with site development and

launch completed in 90-days.

. Collaborated with Business Development team to maximize value of online

partnerships and led partner integration efforts.

. Led public relations program, including analyst and press tour yielding

New York Times feature article and Gomez.com profile.

. Crafted branding strategy and led development of all collateral

materials.

. Led product development on key care coordination initiative.

Position eliminated in December 2000.

Allied Domecq 1995

- 1999

Woodland Hills, CA

Vice President, Marketing, Kahlu

Global strategic leader for Kahlu, the company's No. 2 priority brand,

with net brand contribution in excess of $125 million per year. Responsible

for: 1) establishing and communicating brand essence, strategy and

marketing principles to National Marketing & Sales Company (NMSC)

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

and regional brand-building initiatives; 4) setting and tracking annual and

3 Year business plans, in collaboration with local management teams; and 5)

global brand performance. Activities included:

. Crafted international brand communications platform.

. Partnered with NMSC to launch U.S. revitalization program (received

Allied Domecq Award for Excellence).

. Collaborated with Region management team to launched Asia/Pacific

development program.

. Revitalized consumer advertising.

. Raised profile and expanded ready-to-drink product range.

. Led Kahlu Surfing program and ASP Women's World Tour sponsorship.

. Led development of Kahlu Internet (finalist, London International

Advertising Awards) and Intranet sites.

. Introduced shrink-wrap and Pre-Columbian packs (shrink-wrap pack received

Mobius Advertising Award).

. Championed Kahlu ccino, a frozen coffee drink (earned Allied Domecq Award

for Excellence).

Results included:

. Brand volume up 7 percent in fiscal year 1998 and Kahlu cited as sixth

fastest growing spirits brand by Drinks International.

. Brand contribution growth in excess of revenue growth for 1996, 1997 and

1998.

. Brand growth in Japan up over 30 percent.

. Kahlu Drinks-to-Go line extension reached 1,000,000 cases and received

Impact Hot Brand Award.

Departed Allied Domecq when office relocated to Connecticut.

Additional Experience:

Avery Dennison - Office Products Group

Torrance, CA

Director, Marketing & Sales Planning

Mattel Toys

El Segundo, CA

Director, Marketing - Disney Infant & Preschool

Allied Lyons

Studio City, CA

Division Marketing Director, Kahlu

Brand Manager, Ballantine's Scotch Whisky

Beatrice/Hunt-Wesson

Fullerton, CA

Marketing Manager, Rosarita Mexican Foods

Marketing Manager, Orville Redenbacher's Gourmet Popping Corn

Product Manager, La Choy Oriental Food Products

Johnson & Johnson - Personal Products Division

Milltown, NJ

Marketing Assistant

Education:

The Wharton School, University of Pennsylvania

Philadelphia, PA

M.B.A., with dual concentration in marketing and finance

Pomona College

Claremont, CA

B.A., with major in Philosophy

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