DAVE LYONS

** ****** ******

Madison, WI *****

608-***-**** (h) • 862-***-**** (c) • ablv0v@r.postjobfree.com

EXPERIENCE KRAFT FOODS

Brand Manager, Boca Burger & Claussen Pickles

**** - ******* • Madison, WI

• Lead marketing activities & drive overall business results for combined

$180MM brands

Developed compelling new consumer strategy for Boca business and gained sr.

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management alignment via three year strategic plan. Led cross functional team

to conduct in depth ethnographic research and based on learnings, outlined

strategic shift to weight management; identified new consumer target and

competitive Point of Difference; secured official product endorsement from

Weight Watchers, Inc.

• Lead delivery of financial targets through topline growth and cost

management. Grew Boca profit margin by 12.5ppts by driving out costs,

gaining operational efficiency and reducing business complexity. Drove

Claussen revenue & profit by 4% and 6%, respectively, in 1H’10.

• Lead Integrated Marketing Communication plans for Boca (’09-’10) and

Claussen (’10); partner with internal & external (agency) teams to develop

and execute plans across print advertising, digital & social media, consumer

promotion and event marketing. Translate consumer insights, business

analysis and payback metrics to into plans that best address business

objectives. Drove up to 65% paybacks in ’09 and 10% increase in household

penetration in Q1’10.

• Partner with Sales to build relationships and drive growth with key Grocery

and Mass Retail customers; present brand strategies and marketing plans in

customer meetings, compile in-market results & consumer insights into

compelling selling stories. Co-led transition of Boca business to brokered sales

force in Q4’08.

• Manage and develop direct reports, including regular coaching, feedback,

performance reviews and development plans. Active in recruiting.

Brand Manager, Growth Channels

2006-2008 • Madison, WI

• East Hanover, NJ

Drove Nabisco, Planters Nuts, Post Cereal & Oscar Mayer brands in Drug and

Convenience store channels.

• Spearheaded cross-functional teams to develop channel-relevant new

products, combining products and packaging structures intended for

immediate consumption; Launched Double-Stuf Oreo, Oreo Cakesters and

Oscar Mayer meat snacks in these rapidly growing channels.

• Led consumer research initiatives to better understand channel-specific

shopper behavior & dynamics, for example young men in Convenience stores.

Conducted focus groups, shop-alongs and consumer strategy sessions.

• Partnered extensively with Sales to drive distribution and channel market

share; co-led key customer meetings to present new products, develop trade

plans and in-store programming.

• Developed annual channel-specific marketing & financial plans, presented to

senior management to gain alignment.

• Managed & coached MBA summer intern who received full-time offer.

Sr. Associate Brand Manager, Nabisco 100 Calorie Packs

2005 - 2006 •

One of two person team that drove 50% growth & success of a new product

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platform

Led cross functional team from concept to launch of two line extensions that

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generated $40MM in gross revenue and helped drive 50% total brand growth in

1H’06.

• Executed “100 Days to Summer” integrated consumer promotion, including

PR, promotional advertising & package design, and online spa trip giveaway.

• Led consumer promotion and public relations initiatives focused on new item

launches to drive product trial & awareness.

• Participated in advertising strategy and creative development for TV & print

executions.

• Managed brand sales & production forecast through interaction with Sales,

Product Supply & Logistics.

2002 - 2005 ADVIL MARKETING - WYETH CONSUMER HEALTHCARE

Associate Product Manager

• Madison, NJ

Integral member of brand team that drove company’s $400MM+ flagship brand

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Partnered with agencies to implement Advil’s media plan and $35MM

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advertising budget across TV, radio, online and print. Interacted with Legal

team to gain approvals of advertising copy & product claims; addressed

competitive claims & challenges.

Oversaw package graphics design changes and updates; partnered with design

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team to develop graphics design for Advil PM line extension.

Led development & execution of a mobile marketing tour that delivered a

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marketing message and product samples for sub brand Advil Liqui Gels, in

over 40 US markets.

Assistant Product Manager

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Compiled Advil’s monthly sales forecast through analysis of in store displays,

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historical sales data, and communication with sales teams; reduced forecast

variance by 30%.

Led business analysis and tracking via syndicated and Point of Sale data;

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communicated results and critical sales trends to brand team and senior

management.

1992 –2000 Project Manager Biotech & Pharmaceutical Industry Boston, MA

Led R&D projects at three different companies, progressing through positions

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of increasing responsibility, from Research Associate to Project Manager.

Further details available upon request.

EDUCATION VANDERBILT UNIVERSITY Nashville, TN

MBA, May 2002, Marketing and Finance

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UNIVERSITY OF NEW HAMPSHIRE Durham, NH

BS, May 1992, cum laude

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Outdoor activities including hiking, camping, cycling and skiing.

INTERESTS •

Mountain biked Moab’s 100 mile White Rim Trail, October 2009

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Backpacked southern Chile’s 65 mile Paine Circuit, February 2000.

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Home remodeling.

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