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Manager Sales

Los Angeles, California, 90042, United States
May 24, 2010

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Gloria J. Reynolds

*** ******* ****** *** *******, CA 90042

(323) ***-****


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



Consumer Goods - Consulting / Contracting

June 2009 - Present

Various projects on a consulting or contracting basis. Completed projects


. 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


. 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.



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


. 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


. 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


. 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


. 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.


MBA - Peter F. Drucker Graduate Management Center,

The Claremont Graduate School, Claremont, California

Concentration: Marketing May


BSBA - California State Polytechnic University, Pomona, California

Major: Business Administration June


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