Strategic Business Analyst/Project Advisor - Marketing

Paul M. Faba

**** ******** *****, ***, ** ***** 616-***-**** ******@*****.***

Strategic Business Analyst/Project Advisor

Over twenty years of experience in leading product launch marketing strategies -

from concept-to-commercialization. Adaptable in working in diverse environments

with small businesses to executive teams of large corporations to develop the best

go-to-market strategies for the launch of new products, services, programs and

brand extensions. Key experience in strategic project mapping, SWOT analysis,

project management, ideation initiatives and implementation, and exceptional

written and relational communication.

PROFESSIONAL EXPERIENCE

PMF Management Consulting

June 2005 - present

Strategic Business Analyst

Product expansion and launch strategy consultant on an array of projects in

varying stages of development, from start-ups to $45M product line launches.

Clients and projects range in scope and depth greatly, highlights including:

Veritas Wine and Spirits Distributors, Warren, MI

Current project entailing the relaunching and rebranding of Detroit-based wine and spirits

distributor in West Michigan. Benchmarks thus far:

• Increase in distribution and sales - over 50%, with continuing growth.

• Created and implemented business development strategies to secure key accounts,

developing sustainable relationships between suppliers, customers and consumers.

• Developed product and brand launch programs for large accounts including Spartan

Stores, Gilmore Collection and Meijer.

RedStar Ventures, Cambridge, MA

Venture capital incubator that contracted me to consult with new concept business model for

national retail wine marketing company.

• Served as Brand Launch Strategist to develop vendor relationships, distribution models

and measurement of all brand launch activities.

• Established scalable supply chain logistics and QA protocols for subscription-based

wine distribution program to support regional and target market growth.

• Assisted with brand launch programs and promotions in key markets including Boston

and West Michigan resulting in initial direct sales revenue, subscription, enrollment and

revue.

• Contributed substantially to copywriting, messaging, and branding content and

initiatives.

Amway, Ada, MI

• Project Manager (contracted) - Nutrilite Division, Multiple Projects

• Directed international product launch activities for Nutrilite Brand products into Hong

Kong, Taiwan, Malaysia, and Thailand.

• Coordinated product launch program with multiple cross-functional teams within

Amway including: SQD, quality assurance, product development, formulation,

procurement, global sales and marketing, finance, manufacturing.

• Managed launch program communications with off-shore affiliate operations and

Amway headquarter teams in Ada, Michigan.

• Product launch activities at end of contract where on time and on budget.

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PiSa Investments/Pauly’s, Lowell, MI

• Planned, designed and brought to market Pauly’s, a specialty beer, wine and spirits

store in Lowell, Michigan, which required diverse bring-to-market initiatives of property

development, coordination of all licensing, zoning, construction, and leasing activities to

bring site to marketable readiness.

• Developed and implemented all operational initiatives to launch new brand as well as

branding and marketing initiatives, development of product mix, placement, vendor

selection, pricing and promotional activities.

• Oversaw implementation of all brand launch activities including website development,

social media identity, email communications, advertising, co-op promotions, and

community events.

Additional Experience

Regional Brand Manager

2003-2005

The Australian Premium Wine Collection, Sydney, Australia

• Created and implemented all brand management, budget and distribution decisions for entire

portfolio throughout a seven-state, twelve-district territory.

• Initiated trade and key-retailer promotional programs to leverage brand positioning within

existing and new secondary markets.

• Established new wholesale distributors in two major markets, which strengthened existing trade

relationships, resulting in 300% increase in gross sales of territory.

Brand Launch Project Manager

2002-2003

The Gilmore Collection - bite, Grand Rapids, MI

• Coordinated the construction/procurement/operational logistics of a innovative retail store and

restaurant “bite” in downtown Grand Rapids, Michigan.

• Worked with all vendors and partners to design retail lay-out and cross-merchandising

strategies to support marketing objectives and unique front-of-house integration.

• Developed 1,000+ SKU retail portfolio working with vendors and market data to develop ideal

product mix

• Store launched on-time with exceptional success for new concept store.

Store Launch Project Manager

D&W Food Centers - Woody’s Market, Ada, MI

2001 - 2002

• Coordinated design and layout of this concept gourmet/wine shop for D&W Food Centers.

• Established all brand partnerships, promotions and product mix of $1,000,000 inventory.

• Negotiated and oversaw integration of Starbucks, as well as developed cobranded retail

revenues through D&W Fresh Thyme Catering division.

• Sales exceeded budget annually by 20%

Regional Sales Manager

Elite Wine Company, Kalamazoo, MI

1999-2001

• Initiated and coordinated wholesale trade introduction, sales, and promotion for launch of

(what is now) one of Michigan’s premier craft beer and fine wine distributors.

• Managed brand distribution and sales programs for all markets west of Lansing, MI.

• Sourced and secured additional brands to compliment expanding portfolio mix.

• Implemented marketing programs to continue growth in market share and distribution.

Founder/Owner

The Original Espresso Express, Ltd., Clinton Twp., MI

1994 - 1998

• Designed and manufactured mobile espresso bars, catering to expanding specialty coffee

industry.

• Secured national distribution with clients such as Barnie’s Coffee and Tea, Tulley’s Coffee, and

Seattle Coffee Company.

• Expanded product line and offerings to include stationary coffee drive-thru buildings, as well as

café operations consulting.

• Launched and sustained three high-profile coffee shop venues, which were then sold to

investors. (All are still in operation today.)

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Market & Location Data Analyst

Thompson Associates, Ann Arbor, MI

1993 - 1994

• Responsible for field research and first-hand data acquisition and evaluation.

• Validated specific site characteristics, including immediate growth rates, ingress/egress,

regional orientation, visibility, signage, frontage, as well as evaluation of competitive influences

similar scenarios.

• Created and delivered final reports with entire market potential, competitor location and

strength analysis, sister store impact analysis, and projected target-store forecast. Client

projects included site studies for Home Depot, Sport’s Authority, Pet Supplies Plus, and Star

Market.

EDUCATION

Bachelor of Arts - Business Administration

Major: Marketing

Western Michigan University, Kalamazoo, MI

De La Salle Collegiate High School, Warren, MI

Major: General Business

PROFESSIONAL ASSOCIATIONS/COMMUNITY INVOLVEMENT

• Volunteer Coach, Odyssey Of The Mind, Ada Elementary, 2012 - present

• Guest Speaker, Grand Rapids Food & Wine Festival, November 2012

• Contributing Editor, Food For Thought Magazine, 2011 - 2012

• Corporate Sponsor, VanAndel Institute Winterfest, 2006 - 2012

• Featured Guest, Take Five, WZZM, 2006 - Present

• Featured Guest, The Grillin Guys, 107.3 WBBL, 2010

• Pauly’s Brew-B-Que Throwdown, Founder/Event Manager, 2009

• Featured Speaker, Lowell Rotary, 2009

• Volunteer Educator, Junior Achievement, 2000

• Contributing Editor, Coffee & Cuisine Magazine, 1998

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