Sales Manager

SUSAN L. SCHAFFER

W hitestone, NY ***** ********.*****@*****.***

(Office) 718-***-**** www.twitter.com/ slchaffer

(Mobile) 516-***-**** www.realmarketing.typepad.com

PROFILE

Marketing executive who drives profitable growth through strategic planning based on market insights, focused

execution and proactive leadership. Hands on mentoring and coaching of marketing teams managing $50MM to

$500MM P&L in consumer electronics, office products, consumer durables.

EXPERTISE

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P&L Management Marketing / Product Management

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Strategic Planning Marketing Communications

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Analysis & Insights W ebsite Development

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New Product Development Leadership & Mentoring

SELECTED ACCOMPLISHMENTS

Tripled sales and doubled market share for Fujifilm digital cameras with a new business and branding strategy.

Restructured the business model for a mid-sized manufacturer, increasing sales 40% in two years.

Launched an internet start-up and secured the site as a “Top 20” in its category within 30 days of launch.

Grew Olympus cameras from a #4 to a #1 brand with integrated marketing programs.

EXPERIENCE

ROYAL SOVEREIGN INTERNATIONAL, Rockleigh, NJ 2006 - 2008

Director of Marketing (2006 – 2008)

Led global marketing and product development for this $70MM manufacturer of home appliances and office

products. Directed U.S. marketing, product management, sales strategy and marketing communications.

Created and implemented a comprehensive plan to restructure the business to prepare for significant growth.

Transitioned the import/ export business to a market driven model, created forecasting protocols, decreased

returns and developed channel management programs, securing a 40% increase in sales.

Significantly expanded breadth and depth of distribution including the company’s first placement with Home

Depot and a $12MM increase in Costco business. Secured and launched a 3-year, $45MM global business

contract with Office Depot for private label office products.

Spearheaded development of two new product lines that are expected to provide $15MM in revenue in 2009.

FUJI PHOTO FILM U.S.A., Valhalla, NY 2001 - 2006

Director of Marketing, Professional Markets (2005 – 2006)

Selected by corporate management to build a new cross -functional, cross divisional team to drive marketing and

communications programs for a portfolio of professional photographic produ cts including film, cameras, software,

photofinishing, and internet solutions. .

Unified a previously non-collaborative team of managers, creating new integrated marketing platforms that

reduced spending 20%, increased revenue 5% and identified new strategic partnerships.

Created a modular software concept with multiple applications that would reduce launch -to-market by 50%,

save $1MM in development costs annually and provide new sales opportunities.

Director of Marketing, Consumer Cameras (2001 - 2005)

Challenged by senior management to transform the dynamic film and digital camera businesses into profitable

category leaders. W ith full responsibility for $500 MM P&L, led strategic planning, product/ marketing

management, branding, product development, market research, operations and marketing communications.

Developed and executed a new, multi-faceted strategic plan that tripled sales and doubled market share over

three years, achieving Fuji’s record-high market share in digital cameras and record bottom line results. .

Changed the culture of the marketing department from a reactive, detached group to a collaborative, market-

driven organization that consistently exceeded sales, profit and market goals.

Susan Schaffer, Page 2

Created the first U.S. driven new product development plan along with product lifecycle planning.

Drove the creation and execution of a national, branding campaign that transitioned Fuji from a value brand to a

technology brand and contributed to double digit sales increases as well as record, double-digit increases in

brand awareness and brand value.

Generated $8MM in new, recurring annual profit streams with a multi-tiered, comprehensive plan addressing

marketing, sales and operational issues. Key initiatives included a collaborative forecasting initiative that

reduced both backorders and inventory, reduction of product returns by 35% with a collaborative, cross-

functional program, product lifecycle planning, new protocol for the quick sale of under-performing inventory

and a new pricing strategy that facilitated expansion into new channels while saving $1MM-$2MM annually.

Initiated a comprehensive website redesign that resulted in 30% increase in site traffic, incremental revenue

from direct to consumer sales and 15% decrease in requests to customer support.

Director of Strategic Planning, Photo Imaging (2001-2002)

First member recruited for new strategic planning group. Led corporate and divisional strategic planning.

Developed the first U.S.driven, long-term, integrated business plan and defined the new planning protocol.

Identified the need and championed branding as a core corporate goal, building consensus among executive

management to transition from a fragmented, product-centric business to a customer-centric, market driven

organization under a single brand umbrella. .

PHOTOCHANNEL, INC., Stamford, CT 2000 - 2001

Vice President, Marketing and Advertising (2000-2001)

Led strategic business planning and developed partnerships for an online start-up with B2C and B2B applications.

Managed marketing, advertising, public relations, site development and corporate communications.

Launched an internet start-up including strategic leadership of user interface, design and functionality, securing

the site as a “Top 20” in its category within 30 days of launch.

Crafted and executed the corporate business plan, securing $20MM of second wave funding.

OLYMPUS AMERICA INC., Melville, NY 1988 - 2000

Director of Marketing Communications (1998 - 2000)

Directed the development, implementation and budgeting for all consumer advertising, public relations, trade

shows, merchandising, packaging and collateral development with $40 MM, 4 external agencies and a staff of 11.

Chief architect, leader and coach of a collaborative agency team, developing the company’s first integrated

national campaigns resulted in a 10% annual sales increase.

Initiated new budget protocol that enabled control over previous runaway spending, meeting budget guidelines

for the first time in ten years.

Director of Marketing, Imaging Products (1988 - 1998)

Managed $220MM P&L as well as core marketing and strategic planning

Increased brand awareness by 11% and grew Olympus market share from #4 to #1.

Generated annual savings of $3 MM with new guidelines for forecasting, packaging and pricing.

Selected by COO to design and develop the company’s first digital camera.

BERKEY MARKETING COMPANIES, Greenwich, CT

Group Product Manager (previous positions included Senior Product Manager, Product Manager)

BROCKWAY GLASS COMPANY, New York, NY

Marketing Manager (previous positions included Assistant Marketing Manager, Marketing Assistant)

EDUCATION

M.A., Advertising, Michigan State University B.S., Business, S.U.N.Y. at Buffalo

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