Robert A. Berman

*** ******** ***.

Teaneck, New Jersey 07666

H: 201-***-****

C: 845-***-****

dioi7s@r.postjobfree.com

Marketing Professional

Extensive experience in product line management and CPG and B2B marketing. Effective team player with strong marketing planning, leadership, management and execution skills. Experience in all areas of marketing, including new product and line extension development and introductions, strategic planning and tactical execution, product and project management, resource allocation, forecasting, sales and management presentations, P & L responsibility, consumer and trade promotions, interaction with advertising agencies, package design and market research firms, and development and production of field sales materials.

Key Areas of Expertise

• Developing and implementing marketing strategies and plans based on the competitive framework and attributes of the products.

• Understanding the scientific, legal and regulatory guidelines for the products and maximizing the consumer appeal of the products while still staying within those guidelines.

• Ability to quickly learn new fields

• Developing and launching new products

• Building and maintaining the internal and external teams necessary to produce and market the products.

• Working with the sales force and/or presenting the products to new and ongoing customers.

• Project management

• Developing and maintaining opinion leader networks

• Understanding consumer needs and wants

Professional Experience

i-Health Inc. A Division of DSM Cromwell, CT 2011-2012

i-Health is the new name for Amerifit, which was part of the purchase of Martek by DSM in 2011. I-Health brands include Estroven, Culturelle, Azo, Brain Strong and now, i-cool and i-flex.

Senior Brand Manager

North American B2C marketing management of i-cool for menopause and i-cool+D for menopause. Development of impactful new TV commercial, which produced strong gains during each flight. The i-cool brands had a 14% share of the D/F/MM category, #2 in the category, in mid-2012 and will produce revenue of over $10MM in 2012, their second full year.

DSM Nutritional Products, Inc. Parsippany, NJ

DSM Nutritional Products, the world leader in manufacturing and supplying vitamins to the dietary supplement, food, animal feed and personal care industries, has an extensive portfolio including vitamins, carotenoids and nutraceuticals.

Senior Marketing Manager 2005-2011

North American B2C marketing management of i-cool and i-cool+D for menopause relief and i-build Strong Bones nutritional supplements. 2010-2011

For consumer launch of i-cool™ for menopause, developed brand name, packaging copy and graphics, formulations, advertorials, FSI’s, magazine ads, TV commercial; coordinated all aspects of product production; developed and made presentations with brokers to sell in to retailers.

o Product was #1 in its category in its first month in Walgreens

o Based on the product’s success, Walgreens and others added a line extension in Spring, 2011

o Based on the product’s success, product is available at Walmart, CVS, Rite Aid, Kmart, Kroger and other retailers

For consumer launch of i-build Strong Bones, developed brand name, packaging copy and graphics, formulation, advertorial, FSI; coordinated all aspects of product production; developed and made presentations with brokers to sell in to retailers. Launch was scheduled for September, 2011. Distribution approved at Walgreens, CVS and Rite Aid. Launch delayed due to technical problem.

North American B2B marketing management of nutraceutical ingredients, including Bonistein/geniVida genistein, ALL-Q CoQ10, FloraGLO lutein, OPTISHARP zeaxanthin and the Lafti line of probiotics. 2005-2009

Obtained top management approval and launched a new menopausal symptom positioning for Bonistein, later renamed geniVida.

Initiated and co-authored randomized, double-blind, placebo-controlled menopausal symptom study of geniVida with excellent results. Study published in 2/11 issue of Maturitas, a peer-reviewed publication.

Coordinated activities associated with the use of Bonistein by a pharmaceutical company for a new Rx use of Bonistein for an indication related to an RFP by the U.S. Department of Homeland Security and the Department of Defense.

Publicized a new, major study by the National Eye Institute to help build sales for FloraGLO lutein and OPTISHARP zeaxanthin.

Managed all aspects of the company’s title sponsorship involvement in the Nutracon/Supply Expo trade conference/show from 2006-2009.

Twist2it, Inc. Woodside, NY

Twist2it, Inc. is a small dental products company marketing a unique disposable item to dentists and hygienists.

Director of Marketing 2005

Development and implementation of programs to encourage trial and purchase of The Twist disposable prophy angles by dentists and hygienists.

Direct mailed samples, literature and offer to all dental offices in selected states;

Dentist and hygienist opinion leader awareness-building, including distribution of samples at lectures given by the clinicians;

Designed and implemented a research study to obtain new claims.

Bioplant, Inc. South Norwalk, CT

Bioplant, Inc. was a manufacturer of bone regeneration and oral bandage products.

Vice President- Marketing 2003-2004

Development and implementation of marketing programs, including opinion leader awareness-building, leading to inclusion in lectures and articles; cross-promotion of products using company database; sampling of primary product, with accompanying offer, among heavy user specialist population; and implementation of new journal advertising.

Helped obtain REALITY’S Choice designation for the company’s products.

Activities resulted in 38% increase in overall unit sales, 25% increase in unit sales for primary product.

At the request of the owner, introduced to three potential acquiring companies. Company was sold to Sybron Kerr, one of the three companies, in July, 2004.

Coltène/Whaledent, Inc. Mahwah, NJ

Coltène/Whaledent, Inc. is a midsize global dental products manufacturer, based in Switzerland and the U.S.

Senior Product Manager 2001-2003

North American brand management of the composite, bonding, temporary materials and Hanel articulation product categories. Global product management of Whaledent-manufactured pins, including TMS and TMS Link Plus and Max pins.

Launched Miris universal hybrid composite. Marketing plan elements included advertising, dealer co-op promotions, premiums, opinion leader sampling and presentations, public relations, brochures and demonstration materials for company and dealer sales forces, professional articles and website update.

Increased awareness of Coltène/Whaledent products among over 190 opinion leaders via ongoing sampling and communications, resulting in inclusion in lectures and articles.

Heraeus Kulzer, Inc., South Bend, IN 1997-2001

Heraeus Kulzer, Inc. is a midsize global dental products manufacturer, based in Germany.

Senior Marketing Manager, Restoratives

1997-2001

North American brand management of all restorative products. Product lines include universal hybrid, anterior microfill, packable and flowable composites, bonding systems, desensitizer and curing lights with total annual sales of $8 Million.

Successfully launched Solitaire, the first packable composite, with first year sales of $3.8 million, #2 in the category.

Relaunched Charisma and Durafill VS composites with greatly expanded product lines resulting in first full year results of Charisma +33% and Durafill VS +16%.

Conceived, developed and launched Gluma Comfort Bond + Desensitizer, leveraging the category-leading position of Gluma Desensitizer into a related product category.

Developed working relationships with 140 opinion leaders, including development and execution of Summit Meeting 2000, first annual conference, in Las Vegas, September, 2000.

W-R Graphic Design, Inc., Mishawaka, IN 1992-1997

W-R Graphic Design, Inc. is a small company offering graphic design services, including advertising, packaging and website design, to a variety of companies in the northern Indiana/southern Michigan area.

Co-owner, Account Management/Sales/Copywriting 1994 - 1997

Served as key client contact person for graphic design work, including 11 new and ongoing clients.

Clients included Bayer Diagnostics and Consumer Health Care, Allied Signal Aircraft Landing Systems, Cooper Industries (Anco wiper blades), Supreme Industries, and Philips Products.

Responsible for all new client solicitation and copywriting.

Bristol-Myers Squibb, Apothecon Division, Princeton, NJ

Senior Product Manager 1987 - 1992

Brand management of OTC pharmaceutical and nutritional products, including Theragran vitamins, Naldecon cough formulas, Spec-T lozenges, gastrointestinal products.

Designed and implemented relaunch of Naldecon cough formulas after divisional transfer of the brand; changes included reformulation and package redesign and resulted in sales exceeding budget by 16%.

Developed and implemented test of advertising support behind Naldecon Senior that indicated an 11X sales growth rate, with break-even in Year 1.

Miles Laboratories, Elkhart, IN (now Bayer Consumer Care)

Consumer Product Marketing Management 1979 - 1986

Brand management of OTC pharmaceutical and nutritional products, including One-A-Day vitamins, adult nutritional new products, Alka-Seltzer Plus Cold Medicine; new product marketing management, responsible for the cough/cold and self-diagnostics categories.

As the only marketing manager on the brand, initiated and implemented reformulation, restaging and launch of new products for One-A-Day product line, including One-A-Day Women’s Formula, One-A-Day Stressgard and One-A-Day Maximum Formula.

Developed and implemented first mass sampling program for Alka-Seltzer Plus, resulting in consumer sales growth at four times the category growth rate.

Developed two new line extensions and tested them in IRI test markets.

Education

M.B.A. Marketing Columbia University Graduate School

Of Business

B.A. Mass Communications Rutgers College

Computer Skills

Word, Excel, PowerPoint

Publication

The effect of synthetic genistein on menopause symptom management in healthy postmenopausal women: A multi-center, randomized, placebo-controlled study. Maturitas 2011;68:189-96

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