Gloria J. Reynolds
*** ******* ****** *** *******, CA 90042
323-***-**** abmbnl@r.postjobfree.com
CAREER SUMMARY:
Fourteen years of experience in consumer packaged goods marketing with a
solid foundation in classical marketing fundamentals and management of the
entire product life cycle. Successful managing multiple tasks concurrently
under aggressive timelines in a dynamic environment while maintaining
strong attention to detail and motivating others to do the same. Areas of
expertise include: identifying strategic growth platforms, analysis of
market trends and competitive assessment, overall brand management, new
product development and market launch, brand P&L and budget management,
development and implementation of annual marketing plans, consumer and
trade promotion initiatives, market research, public relations, and staff
development.
EXPERIENCE:
Consumer Goods - Consulting / Contracting
June 2009 - Present
Various projects on a consulting or contracting basis. Completed projects
include:
. Development of corporate and brand identity for a start-up company in the
consumer goods industry, including logo development, package design, and
product/brand positioning.
. Research and recommendations for development of a core product line for
new market development.
. Product mix/portfolio and competitive set assessment and recommendations
in the health & wellness products industry.
. Business plan development and "go-to-market" strategy in the health &
beauty industry.
Natrol, Inc., Chatsworth, CA.
May 2006 - May 2009
Director of Marketing-Prolab , Laci Le Beau , Nu Hair , Promensil , and
other new brand acquisitions
Manufacturer of sports nutrition supplements and foods, and dietary
supplements sold in food, drug, mass, military, sports and health food
specialty, on-line retailers, and through distributors.
. P&L responsibility for seven diverse brands in the health & wellness
category. Product categories include a full spectrum of sports nutrition
products, skin health, weight loss, women's health, men's health, and
hair loss.
. Develop and lead the implementation of marketing strategies and plans to
ensure maintenance of corporate positioning, define brand positioning,
ensure message relevance to target consumers, and to obtain market
share/sales/profit goals.
. Oversee and drive product portfolio management, including new product and
line extension development for each brand.
. Lead, interpret and leverage qualitative and quantitative research to
gain consumer insight, identify strategic opportunities, optimize product
and marketing communication effectiveness, and evaluate and tweak all
marketing programs as needed.
. Manage internal/external resources to develop advertising campaigns
(print, direct mail, e-mail, radio, and on-line), new packaging design
and messaging, POP, collateral materials, sales tools, trade show booth
design, and product catalogs.
. Manage execution, testing, optimization, and ROI analysis of all
advertising and consumer promotion initiatives including media buying,
media placement, and through development of strong relationships-cost and
placement negotiations.
. Manage public relations function for each of the brands to maximize
effectiveness through integration with online and offline advertising,
promotional events, in-store sampling, athlete/teams/event sponsorships,
and trade show participation.
. Lead annual trade show participation for the major consumer shows in
sports nutrition and health & wellness. Includes: conceptualization of
the theme, consumer experience, look/feel, Athlete participation,
collateral, and budget management.
. Oversee maintenance of each branded web site for content, functionality,
user experience, and promotional campaigns.
. Conceptualized and implemented an on-going e-mail marketing program
including the build/maintenance of clean databases.
. Partner with Sales team and major retail accounts to develop trade
promotions to increase turns, increase margins, and secure new
distribution. Attend Sales calls as needed.
. Responsible for the creation and submission of monthly marketing status
reports to the Executive team and to the Board.
. Coach and development of staff and cross-functional teams. Direct
reports include two Brand Managers, a Trade Show Manager and a Marketing
Coordinator. Reported to V.P. Marketing and C-suite executives.
Bamboo International (subsidiary of Munchkin Inc.), North Hills, CA.
July 2005 - May 2006
Director of Marketing-Pets
Manufacturer of pet care and pet toys sold in mass, pet super stores,
independent specialty retailers, and through distributors.
. Execution and overall management of new product and line extension
product development and launches.
. Developed competitive matrices and identified holes/opportunities to
provide design input and competitive comparisons for new products and
line extensions. Completed new product development briefs and project
timelines.
. Directed internal and external resources to develop advertising
campaigns, packaging, collateral materials, annual product catalogs,
product display vehicles, and marketing presentations.
. Managed consumer and trade advertising and promotion initiatives
including media buying, media placement, and through strategic trade
relationship management, negotiated for optimal placements and cost.
. Managed the public relations agency in the development and implementation
of the annual communications strategy.
. Responsible for maintaining brand hierarchy and meeting labeling
requirements for all international packaging.
. Created and managed content and creative, and led the direction and build
of key functionalities for the web site. Responsible for upgrading the
web site from a retailer focused site to a consumer focused site.
Gloria J.
Reynolds_______________________________________________________________Page
2
Herbalife International, Century City, CA.
November 2000 - June 2005
Director of Marketing-Weight Loss Products
November 2003 - June 2005
Manufacturer of nutritional products sold through an international
independent distributor sales force.
. Responsible for managing and growing the core category/line representing
$850MM in sales in over 50 countries.
. Partnered with Regional Marketing Department heads in Europe, South
America and Asia to create product/program strategies based on corporate
strategy and localized to meet the needs of the specific international
market.
. Led market research efforts to determine core competencies, opportunities
for improvement, competitive advantages for the Weight Loss Program, and
recommended strategic improvements for Pack and Program business.
. Responsible for the global launch of a new weight loss program, which
involved:
. Development and project management of the roll-out plan for over 50
countries with input from Global Licensing, Manufacturing, Logistics,
Regional Marketing, Sales, Finance, Forecasting, and Supply Chain
Management.
. Prioritization of the efforts and leading the cross-functional teams
consisting of Regional Marketing, Global Licensing, Manufacturing,
R&D, Sales, Finance, Logistics, and Creative Services to implement the
global roll-out.
. Traveled to Asia to train local marketing resources and staff and to
coach them on the development of action plans for the upcoming year.
European and South American staffs traveled to the corporate office to be
trained by me.
. Developed, coordinated, and approved New Product Launch Plans for all
weight loss products launching globally, regionally, or country-specific.
In 2003, this represented over 100, and in 2004 over 150, world-wide
product launches.
. Direct reports included a Brand Manager, an Associate Brand Manager and a
Marketing Coordinator.
Senior Brand Manager-Nutrition November 2000
- November 2003
. Managed the nutritional product portfolio with distribution in over 50
countries.
. Product launch responsibility: worked with R&D on product formulations;
assessed market viability; competitive set analysis; positioning and
pricing strategies and recommendations; packaging concepts and copy;
creation and dissemination of regional launch plans; and coordination and
creation of all sales support/collateral materials.
. Created, implemented and trained regional marketing staffs on use of a
launch template for all expansion product launches.
Other Experience:
Danone Waters of North America, Pasadena, CA. June
1998 - November 2000
Product/Brand Manager (formerly McKesson Water Products)
Manufacturer of bottled water for the food, drug, and mass markets; brands
included Sparkletts and Alhambra .
Brand and business development manager for a licensed product line. Key
responsibilities included: Development and implementation of annual
marketing and promotional plans; training sales staff on use of sales and
marketing tools for account calls, sales forecasts and business status
reports to executive team; and management of regional merchandising team of
20 to ensure proper in-store execution of plan-o-grams, promotions, and
POP. Key accomplishments included: In collaboration with Sales team,
secured key distribution targets and in-store merchandising vehicle
placement; developed national brand (Jack Daniels , Minute Maid and Coca-
Cola ) partnerships for regional cross-promotions; and hit annual revenue
goals each year.
Pharmanex, Inc., Simi Valley, CA. January 1997
- June 1998
Brand Manager
Manufacturer of herbal and botanical products for the food, drug, mass, and
health food specialty markets.
A start-up company, managed the flagship brand, Cholestin , and three other
botanical lines. Key responsibilities included: All aspects of product
development and launch from ideation to package design; development and
implementation of annual marketing and promotional plans; execution of
consumer market research; and corporate web site management. Key
accomplishments included: Launch of product line into mass market accounts;
development of corporate web site; and a key team member in meeting
distribution and sales targets to facilitate the sale of the company.
Leiner Health Products, Carson, CA. January
1995 - January 1997
Manufacturer of vitamins, OTC's and HBC products for the food, drug, mass
and military markets.
Assistant Product Manager January 1996
- January 1997
Marketing Assistant January 1995
- January 1996
Alpha Beta Grocery Company, Azusa, CA.
September 1984 - January 1995
Started as a courtesy clerk, promoted to grocery checker after 6 months,
promoted to front-end manager after three years. Responsible for hiring
and training all front-end/customer facing personnel and managing a staff
of up to 35 people.
EDUCATION:
MBA - Peter F. Drucker Graduate Management Center,
The Claremont Graduate School, Claremont, California
Concentration: Marketing May
1994
BSBA - California State Polytechnic University, Pomona, California
Major: Business Administration June
1988