RICHARD DeHERDER

Pasadena, CA 626-***-**** acwffs@r.postjobfree.com

CEO / COO / CMO

Revenue and Profitability Growth / M&A / Integration / Start Up / Turn Around

Process Reengineering / Product Rationalization / Brand Marketing / Channel Expansion

Blended operations and marketing to achieve benchmark performance goals. Successful in operational reengineering, efficiency improvement, revenue growth, acquisition integration, production capacity growth without significant capital investment, target marketing, outsourcing, distribution channel expansion, and team leadership.

Forged successful, profitable business growth collaborations for Mattel with Disney, Coca-Cola, Kellogg’s, P&G, MasterCard and others. Co-author of Shopper Intimacy: A Practical Guide to Leveraging Marketing Intelligence to Drive Retail Success. BA in English (Honors) from Wayne State University. Skilled in:

Enabling high potential organizations to find success in turbulent markets

Restructuring companies around optimal strategy and execution

Creating team buy-in and support for critical change initiatives

Achieving benchmark growth

KEY ACHIEVEMENTS

Quickly secured funding through alternate channels. Traditional funding channels resisted providing operational launch capital. Made Miskito Woods more attractive to funding sources by reducing operational complexity and cutting capital required from $30M to $5M. Offered multiple revenue streams to investors from China.

Rapidly and successfully entered emerging market niche. Secured financing with favorable capital acquisition terms. Launched Global Leading Foods HPP, enabling large-volume manufacturers to cost effectively outsource High Pressure Pasteurization (HPP) of cold foods. Negotiated lucrative sale of the company.

Established strong brand awareness for newly launched company. Newly formed Array Marketing Group had no industry brand identity. Elevated brand awareness from less than 5% to 60% in the market generally, and to 90% among targeted customers, making Array the most recognized name in the industry.

Increased revenue from top customers while diversifying customer base. Mattel was vulnerable to overreliance on a few large customers. Developed new revenue channels to offset major retailers’ power to dictate terms. Created new channel group, building business outside company’s biggest customers. New channels generated 50% of US market sales increases, limiting major retailers’ power to depress Mattel’s pricing.

Won Walmart category captain status for Mattel. Demonstrated how Walmart’s existing layout and reset program added costs and weakened overall toy sales. Validated use of category management by focusing on turnover of the toy category as a whole, not on just the sales of individual products.

CAREER SUMMARY

CEO / Corporate Secretary, Miskito Woods, 2011 to Present. Developed successful business plan and raised initial capital for Miskito Woods, an exporter of tropical wood from Nicaragua formed to remediate damage caused by Hurricane Felix. Lead a managerial team of 25.

Co-Founder, Global Leading Foods HPP. 2010 to 2014. Pioneered new business niche in the cold food products industry. Developed this startup company’s business plan, negotiated funding with financial institutions, and established operating systems and procedures. Engineered lucrative sale of the business to a private equity group.

CEO, Array Marketing Group, 1999 to 2009. Led acquisition and integration of four companies to form this 1,300-employee, $125M designer, manufacturer, and distributor of custom merchandising systems and point-of-purchase displays. Secured private equity backing.

Executive Vice President, Mattel, 1998 to 1999. Expanded direct marketing for this Fortune 500 toy manufacturer into a full eCommerce site. Headed team of 150. Established call center and dedicated fulfillment center.

Senior Vice President / General Manager, Mattel, 1993 to 1998. Utilized research, forecasting and media buying to drive result improvements through direct, trade and retail marketing, development of alternate distribution channels, and corporate relationship development with entertainment partners such as Disney.

Prior: Senior VP / VP / Director at Mattel. Catalog Marketing Manager / Group Assistant Marketing Manager / Assistant Retail Marketing Manager for Sears, Roebuck and Company.