Manager Sales

EXECUTIVE SUMMARY

Classical marketing background including Kraft Foods, Sara Lee, and

Unilever total over 12 years of brand management, strategy, new

product development and research experience. Proven ability to

identify and lead key growth initiatives. Expertise in strategic

planning and analysis, customer segmentation, social media, new

product development, go-to-market strategy, consumer insight, brand

positioning, project leadership, and budget management. A proven

motivational leader with a talent for developing highly effective

individuals and teams. Currently earning a Social Media

certification.

PROFESSIONAL EXPERIENCE

W.C. BRADLEY CORP/LAMPLIGHT FARMS, Milwaukee, WI 2010-Present

Consultant/Senior Brand Manager, Tiki Brand

Leading development of 2011-2015 Tiki Brand strategy and overall

company vision with two direct reports.

. Leading day-to-day management of Tiki business including 2011

product commercialization.

. Leading analysis and go-forward strategy of online business.

. Developed 2012 defense strategy against competitive entry into

category.

. Led consumer research, analyzed results and recommended actions

now being implemented.

. Developing advertising and promotional plan including analysis

of current TV advertising and social media programs.

. Spearheading customer segmentation initiative.

. Leading development of 2012 goals, objectives, strategies,

communication strategy including advertising, promotions and

social media, analyzing current trends and determining product

assortment.

Co-lead on strategy for determining additional categories for the

Tiki brand.

. Leading research plan and analysis.

Member of the senior staff developing the Lamplight Product

Development Methodology.

KRAFT FOODS/OSCAR MAYER, Madison, WI 2008-2009

Brand Manager, New Product Development

Successfully led initial development and evaluation of new technology

as Kraft's new strategic $500MM growth platform entry with a $45MM

advertising, promotions and social media budget and $1MM research

budget.

. Led early strategy work including: size of opportunity,

positioning, branding basis of interest, point of difference,

frame of reference, switching logic, source of volume, consumer,

SKU plan.

. Developed and successfully sold in communication strategy with a

$45MM advertising, promotions, social media and PR budget.

. Led development of $1MM consumer research plan, used learning to

continually inform and update direction of platform and research.

. Successfully framed-up and sold-in Test N Learn plan to Steering

Team and was granted funding to execute.

. Responsible for leading quarterly Steering Team updates, analyzing

the situation and recommending next steps.

Progressed Lunchables key growth platforms and initiatives for 2009

and beyond.

. Successfully advanced Lunchables Kid Carried Lunch new product

strategy and 3 year pipeline recommendation with estimated sales

of $187MM.

. Led 2010 Basics Subs platform development and commercialization

with estimated sales of $120MM.

. Hit sustainable velocities within 4 weeks (average is 9 weeks).

. 4-line SKU will deliver higher than average margins.

Progressed Deli Creations key growth platforms and initiatives for

2009 and beyond.

. Led new product strategy and 3 year pipeline ('10-12)

recommendation with estimated sales of $175MM.

. Helped successfully launch Focaccia with estimated 2009 sales of

$50MM.

. In first 4 months, out performing original plan with higher than

expected distribution and velocity.

MATTEL/AMERICAN GIRL, Madison, WI 2007-2007

Senior Marketing Manager, Book Publications

Manager and leadership team member of $32MM American Girl Book

Publishing business with five direct reports.

. Developed and sold-in to management the go-to-market strategy for

total Book Publishing and for each channel.

. Significantly impacted product mix and influenced new product

development.

. Successfully created and led new approach to marketing strategy

development and marketing plans.

. Oversaw Marketing team refinement and execution of 2007 marketing

programs.

. 1 of 2 divisions to successfully deliver against plan.

. Spearheaded the development of an ongoing consumer loyalty program

for the Book Publishing business.

. Led development and execution of American Doll giveaway program

helping secure displays in key retailers.

. Co-led development and successful implementation of new

forecasting process.

. Led strategy and creative execution of Book Expo trade show booth

and sold in programs to key accounts.

SPECTRUM BRANDS/RAYOVAC, Madison, WI 2003-2007

Brand Manager, Rayovac Hearing Aid Batteries and

Flashlights

Managed the $60MM Professional and Retail Hearing Aid

Business.

. Led the development of '07 key deliverables and programming

including: new product Kaizen, '07 budget, growth objectives, key

initiatives, Professional and Retail advertising and promotional

programs.

Brand Manager, Rayovac Flashlights

Managed $50MM global flashlights business, grew it +5 share

points (+25% increase) to regain #1 share position.

. Framed-up channel and customer segmentation strategy including SKU

mix by channel and key customer, SKU optimization and new product

pipeline.

. Successfully led development, execution and sell-in of customized

line of lights for Target.

. New line significantly outsold previous line in same space:

+20% year over year.

. Led global strategy, product development, research and execution

of global line of Industrial light ($5MM).

. Managed development and launch of $500K new LED Industrial and

Metal lights (with new technology).

. Successfully developed and launched $1MM Rayovac Reading Light

Solutions fast track project (6 months).

. 5th best selling Rayovac light and top 15 clip strip at Wal-

Mart, based on velocity.

. Won "Best Product" at National Association of Chain Drug

Stores Marketplace Conference.

. Led development, strategy and execution of Direct TV and QVC

programs.

. Analyzed recommended and implemented pricing increase worth an

extra $2MM.

. Significant experience successfully presenting and selling in

product line to top customers including: Target, Wal-Mart, Kmart,

Shopko, Lowes, Home Depot, Menards, W. W. Grainger, Ace Hardware,

and CVS.

Equity and Innovation Brand Manager, General Batteries

Managed the alkaline business with retail sales of $350MM and $14MM

budget.

. +22% dollar volume growth vs. plan in Q4 2003.

. Gained +10% additional facings at Wal-Mart.

. Developed and executed the largest promotional program in Rayovac

history driving battery growth +3%.

. Led development of $6MM advertising campaign, with TV and radio

resulting in +6% dollar volume growth.

SARA LEE, Harrison, NY 2002-2003

Brand Manager: Sara Lee Coffee & Tea:

Managed Hills Bros Coffee and MJB businesses with retail sales of

$80MM and $20MM respectively with brand budget of $14MM.

. Managed 1.5 direct reports.

. Led development and execution of packaging redesign significantly

impacting brand shelf presence and resulting in +5% velocity

increase.

. Oversaw development and implementation of Nascar Collectible Can

program resulting in 2% sales increase.

. Successfully led development of two Hispanic flavored Cappuccinos

as a tactic to increase penetration and loyalty among the Hispanic

consumer.

KRAFT FOODS, Rye Brook, NY 2000-2002

Senior Associate Brand Manager: Post Grape-Nuts Franchise

Managed Grape-Nuts Franchise and Toasties businesses with retail sales of

$121MM and $10MM respectively and brand budget of $14MM.

. Contributed directly to the delivery of Post Cereal Division and

Grape-Nuts business and financial goals of $1.2B in revenue for

Post and $105MM in revenue for Grape-Nuts.

. Led development and implementation of Grape-Nuts Hot program that

increased retailers' base business velocity by +5% and was

featured in Kraft Foods "Leadership Council Idea Fair".

. Developed brand re-stage with focus on alternate usage strategy

including Grape-Nuts shaker shipper program, media, FSI, design

and implementation of website later identified as template for

Post site redesign.

. Led in-house creation of innovative cost efficient on-line

promotion, achieved 31% response rate within first 24 hours,

captured consumers 4 minutes per visit and featured in

"Leadership Council Idea Fair".

. Successfully developed, executed and evaluated trade and consumer

overlays that increased share +7%.

. Authored Grape-Nuts O's State of Business and Action Plan

identified by upper management as template.

Successfully led the development and execution of the Post/Boys and

Girls Clubs of America alliance. The "Foundations for the Future"

program included opening celebrations, PR campaign, trade overlay and

advertising.

. During 4-week period of openings, Post Franchise volume rose +7%

in African American market and +1% in Hispanic market despite

general market declines.

. Served as corporate speaker and representative at Mesa AZ, Houston

TX and Milwaukee, WI events.

UNILEVER/ Good Humor - Breyers Ice Cream, Green Bay, WI 1998 -

2000

Assistant Brand Manager: Popsicle, Klondike, Good Humor and

Minute Maid Novelty Products

Managed the Popsicle business with sales of $250MM and Novelty budget

of $26MM.

. Developed and executed 6 new Popsicle product introductions that

drove volume growth +8% compared to category growth of only +3%.

. 4 of top 10 new products including # 1, contributing $35MM or

14% of total sales.

. Authored Hispanic analysis that led to the launch of Popsicle "La

Fruta Loca".

. Top 15 new product launch with sales of $1.7MM.

EDUCATION

Social Media Certification: MATC

UNIVERSITY OF WISCONSIN

Masters of Business Administration: 1998

Marketing and Entrepreneurial Management: GPA: 3.78/4.0

UNIVERSITY OF WISCONSIN

Bachelor of Business Administration: 1994

Marketing

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