Sales Marketing

CATHLEEN M. DENNETT

**** ***** ***** ****: 941-***-****

Bradenton, FLA 34203 email: *********@***.***

MARKETING EXECUTIVE

• A “Make-It-Happen” Professional and Solutions Provider with a history of successes in diverse Marketing

Communications initiatives in well branded companies of varying size, scope and markets supporting aggressive

growth and revenue delivery.

• Developed and drove marketing strategies, execution planning and facilitation for companies in various stages of

life cycle to move into new and existing markets. Grew markets, dollar share and generated incremental revenue

streams.

• A strong initiator w/business development expertise. Skilled in brand development and management, product

innovation, research, advertising, pricing, direct marketing and sales to drive market share and profit goals.

• Sound leadership supports building and developing high performance teams focused on common goals

achievement. Leadership competence drives strong business, client and agency relationships. Adept at

identifying synergies in process and people.

• Track record of leveraging key consumer and customer insights to build strategic marketing communication plans

to deliver customized, effective copy, creative, media plans and compelling selling collateral and tools gaining /

leveraging competitive advantage and preventing competitive erosion.

• Thrive on working in dynamic environments driven by compliance, responsiveness, resilience and demanding

innovation.

Additional Expertise

Seizing & Leveraging Competitive Advantage

New Product Introduction & Launch Contract & Vendor Negotiation

Market –Based Pricing Strategies & ROI Direct Response Advertising Client Relationships

Print & Media Promotion Campaigns Direct Mail Campaigns Public Relations

Strategic Alliances & Partnerships Multi-Tiered Sales & Marketing Strategies Innovation

PROFESSIONAL EXPERIENCE

WAVE Beverage, Charlotte, NC 2009-Present

Sr. Director, New Ventures

• Formed SE Region. Established thirty-four routes and 4 Zone Offices

• Developed sales roadmap which provides for +$50M in annual sales by 2013 compared to $7M million in

2009.

• Built plan identifying market opportunities and positioning Wave Energy drinks to deliver a higher margin

business. Complemented strategy with comprehensive field operations plan including planograms, shelving

standards, POS placement and customer promotions, fueling a 74% increase in c-store volume which facilitated

expansion to new markets 2 years ahead of plan.

• Delivered new pricing structure for energy drinks revitalized brand growth resulting in a 13% increase in net

margin.

• Negotiated a 3 year contract with NASCAR event as a cost effective opportunity to secure significant exposure to

Southeast markets. Funded almost exclusively by channel growth.

• Led initiative to leverage idle manufacturing capacity resulting in $1.5 million in incremental revenue.

• Drove back-to-back double-digit growth; increasing sales, share and profit consistently.

TRINET INC./GEVITY, Bradenton, FL 2006 - 2009

TriNet recently acquired Gevity, a U.S.-based PEO and provider of HR services, health insurance coverage, payroll administration,

employee benefits and workers’ compensation coverage serving 6k+ businesses and 90k+ employees.

SENIOR DIRECTOR, Marketing Communications

Led direction and development of Marketing & Marketing Communication Plan. Managed creative (print, advertising,

collateral) and production from concept through evaluation. Drove customer experience, brand elevation and incremental

revenue. Provided leadership in definition and management of MarCom initiatives. Defined and communicated metrics -

CATHLEEN M. DENNETT 2.

achieved broad alignment, efficiency optimization and profit. Direct Reports: 7 Directors, Managers & Analysts. Budget:

$2.5MM. Reported to VP, Marketing.

Revitalized under-performing Marketing Department - built new vision, strategic brand positioning and sales

alignment. Restructured department, outsourced non-revenue generating activities and implemented strategies that

built top-line revenue and grew bottom-line results by 4%.

Established strategic planning process and developed supplemental revenue streams leveraging untapped alliances

to drive referrals and channel marketing initiatives. Revenue moved from to $50K to $1.5MM.

Expanded marketing database by 60% - designed and launched integrated marketing campaigns, SEM/SEO

initiatives, website and advertising redesign.

Successfully created a customized Brand Measurement System, powered by WebAnalytics - radically altered how

marketing programs were conceived, managed and measured. Aligned metrics w/aggressive growth and standards.

Results delivered $50K EBIT improvement in 1st year.

Established Net Promoter TM Program to create a client-loyalty baseline, identified/closed performance gaps and

reduced attrition. Growth result delivered in 11 months:

Sales Funnel - 110% Customer Loyalty - 13% Sales w/existing clients - 34% growth

Developed and executed disciplines to integrate and communicate market opportunities. Oversaw resource planning

and management, project schedules, budget efficiency and performance benchmarking.

TROPICANA PRODUCTS, INC., DIVISION OF PEPSICO

SENIOR DIRECTOR, MARKETING (Band II) (2000 - 2006)

Directed $1.5B flagship, Tropicana Pure Premium orange juice brand. Developed marketing strategies and directed

execution. Led daily brand management, brand P&L and print/ad campaigns. Managed $95MM Advertising & Marketing

budget. Managed $109MM against a $1.5B Brand. Reported to CMO. Managed 15 person creative team at Omnicom.

Winner of exclusive PepsiCo Chairman’s Award for outstanding team leadership and breakthrough advertising

innovation.

Conceptualized/launched 1st in category DRTV advertising. Ranked #1 in advertising generating a 14% increase in

brand awareness and sustained 17% volume increase within a $2B category .

Created new pricing structure for chilled juices - revitalized brand growth, improved category profitability and delivered

2 - 4% increase in heavy user volume. Dollar and volume share rose 25% within 90 days of price change.

Led Product Development Team using a consumer centric approach to launch product innovations delivering

$100MM annualized incremental revenue.

Optimized packaging to fund expansion/growth opportunities. Implemented new revenue opportunities in 14 months.

Launched integrated nutritional marketing plans generating $14 MM new revenue.

Built 3-year strategic plan to drive new business opportunities that included Tropicana distribution expansion in Food

Service and C-Store channels.

Directed and implemented marketing plans to increase licensing revenue by $22 MM. Directed negotiations with

Universal Studios, NASCAR and celebrity acquisition for advertising.

Launched national PR nutrition initiative (DRTV Advertising) to support new FDA claim establishing Tropicana as

leader in “better for you segment”. Increase segment market share 17% in year 1 .

SENIOR DIRECTOR, MARKETING COMMUNICATIONS & CUSTOMER MARKETING, Bradenton, FL (1997 - 2000)

Built and directed new customer marketing strategy, capability and processes for Tropicana and Quaker Divisions.

Leveraged consumer, customer and channel insights to execute successful customer-specific marketing programs at 10

largest grocery customers. Success catapulted customer marketing to a key business driver position in 2000 and grew a

small secondary program to become over 20% of total advertising and marketing investment. Managed 2 Directors and 3

Promotion Managers. Reported to VP, Market Research.

Conceptualized and implemented 1st Direct Response TV advertising - delivered a 22% increase in

brand awareness and 9% sustainable increase in volume post airing.

Negotiated contracts including Universal Studios, Disney and Pixar including promotional program

development.

Created and implemented marketing plans that increased licensing revenue by $1MM.

Developed and launched integrated online CRM program.

Negotiated Agency of Record contracts and relationship with advertising, promotions and Public Relations

agencies.

Designed and implemented successful category merchandising initiatives for Wal-Mart and Kroger.

DIRECTOR, FIELD MARKETING, Chicago, IL (1993 - 1997)

CATHLEEN M. DENNETT 3.

Managed market and consumer research team. Monitored /diagnosed brand, category and customer results. Created business

development strategies to drive volume, share and profit goals. Managed division level P&L of approximately $1.6MM. Direct Reports: 14

including Regional Mangers, Analysts and 30 Independent Brokers. $520k budget. Reported to EVP, Sales & CMO.

EDUCATION

Sullins College, Communications

PROFESSIONAL EXECUTIVE DEVELOPMENT

Attended a series of Executive Development Programs as part of High Potential development launch of an executive career track.

Graduate, Harvard School of Management, Executive General Management - 6 week Program sponsored by Tropicana / PepsiCo

prior to Executive assignment.

Graduate, PepsiCo Executive Management Program

Graduate, Creative Leadership Development Institute, Eckerd College

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