Sales Development

Chet Loveland

***** *. **** **, *******, Arizona 85050 801-***-**** email:abmcbj@r.postjobfree.com

PRODUCT DEVELOPMENT & STRATEGIC MARKETING

Creative and versatile Japanese speaking marketer that has combined a Bachelor of Science degree

in zoology from Brigham Young University and an MBA from Utah State University with over ten

years of experience in product development and strategic marketing (international and domestic) in

the nutritional supplement and animal health care industry.

EDUCATIONAL SUMMARY

1996 BS degree in Zoology (emphasis marine biology) - Brigham Young University

Completed courses in marine ecology and invertebrate development at Stanford’s John Hopkins Marine Research

Station in Monterey, California.

2000 MBA degree - Utah State University

BUSINESS EXPERIENCE SUMMARY

Central Garden and Pet (NASDQ: CENT)

Central Life Sciences: Brand Manager

2007-Present - Currently managing Central Life Science's entire pet health solutions product category, which includes

several household brands, such as Comfort Zone, D-Worm, and Sulfodene, and totals approximately $20 million in

annual sales. My primary responsibility is to drive revenue through innovative product development, marketing

communication initiatives, and optimal product management.

• Identifying product line gaps and opportunities and lead cross functional product development teams from idea to

commercialization

• Recently launched new line of FDA regulated dog dewormer products that have quickly gained distribution

throughout the pet specialty channel and now represents over 42% of Central Life Science’s dewormer category.

• Currently leading development of a new innovative packaging for Comfort Zone, the leading dog and cat

behavior modification brand that will significantly differentiate the line in esthetics and consumer

communication.

• Leading development of structural and graphical packaging updates to create continuity across all brands in the

Central Life Sciences Pet Health Solutions category.

• Driving brand awareness and product trial through marketing communication tactics, including trade and

consumer ads, public relations initiatives, and sales programs.

2007-2008 - Managed the flea and tick brand, Zodiac, which is widely distributed and found in major retailers such as

PetSmart, Petco, and Walmart. My responsibilities included product development, product positioning, marketing

communications, managing profitability, and forecasting for Zodiac.

• Headed new product development initiative that expanded the distribution of Zodiac into a separate category at

major Pet Specialty customers.

• Led and executed strategy to reposition Zodiac through marketing communications tactics, including public

relations events such as press releases, and product development initiatives.

• Reconfigured and rationalized the Zodiac product line to optimize market performance and financial contribution.

Nu Skin Enterprises (NYSE: NUS)

1997-2006

Pharmanex Product Marketing & Development: Sr. Product Marketing Manager

2005-2006 - Led the development of a new product category for Pharmanex that targeted a unique and younger

demographic and created a fresh opportunity for our representatives.

• The proposed line had a strong association with the extreme sports industry and endorsements from high

profile athletes such as motocross superstar Travis Pastrana.

• Led the cross functional development team that targeted an initial launch in the Taiwan market and then

expansion into other Asian markets and the United States.

2003-2004 - Drove the initial development of g3, an antioxidant juice, which became a leading product for Pharmanex.

• Collaborated with Pharmanex's Research & Development Dept. and third party consulting company

throughout formula development

• Created and developed the "super fruit" story behind the product

• Led the development and launch of g3's Xoi Bar, along with marketing communication collateral and public

relations initiatives

2003 - Repositioned Pharmanex’s weight management/sports nutrition line by changing the name, look, and product

mix in order to take on more of a pure weight management positioning.

• Directed product development and ensured consistent positioning between product and marketing

communication vehicles, including public relations and collateral (video, brochures, website etc.).

• Launched two new weight management products in the United States in January 2004 which generated

nearly $100,000 in sales the first 10 days.

• The two newly launched products generated approximately $1.5 million dollars each quarter in the United

States market and were second only to Pharmanex’s LifePak products in total sales.

• The product line has successfully expanded globally and is now present in Nu Skin's major international

markets.

2000-2001 - Led the development and launched the Body Design program and products which consolidated

Pharmanex’s sports nutrition and weight management lines. Body Design was very well received by Pharmanex

representatives and resulted in a +40% increase in US sales the following month. Traveled to Asia and several

European markets to launch Body Design globally. This included presenting at market conventions and press

conferences.

• Spearheaded the development and launching of the Body Design program and product strategy.

• Provided direction for Pharmanex’s Body Design marketing communication. Marketing communication

provided representatives the education and business tools to expand their business in the sports nutrition and

weight management market.

• Managed relationships with endorsers such as Karl Malone, Olympic athletes and adventure racers.

• Launched a promotional strategy that leveraged Pharmanex's representative force through of a fitness

competition.

Pharmanex International Business Development: North Asia Marketing Manager:

1998-2000 - Primary objective was to develop and execute strategies for the introduction of Pharmanex into the

Japanese and South Korean markets which totaled approximately $265,000,000 in annual revenues for Nu Skin’s

previous nutritional supplement line. Since the inception of Pharmanex, Japan has grown to over $360,000,000 in

annual revenues and South Korea totals approximately $30,000,000 in annual sales.

• Assisted country managers in the development of a credibility strategy that included relationships with

prestigious universities, such as Seoul University, and the development of a Scientific Advisory Board that

consisted of professors from these institutions. In coordination with public relations, multi-city tours and

press conferences were then executed in each country to promote Pharmanex and the relationships with these

organizations and scientists.

• As a cross-functional product development team lead I developed product marketing strategies with general

managers, presented proposals to executive management and drove product development accordingly.

• Developed effective introductory product launch strategies to reflect Pharmanex’s strengths

such as flexibility and proprietary product development.

• Developed and introduced the Body Design Weight Management system for the South Korean

market in April 2000 which increased sales 50% the month following introduction.

• Also served as the international product development lead and ensured consistent global brand image.

OTHER EXPERIENCE

Volunteered for two years in northern Honshu Japan from 1989-1991. Taught family values, individual ideals and

participated in community service activities.

SKILLS

Japanese speaking skills

Computer skills include Microsoft Office, WordPerfect, Adobe Illustrator and Photoshop

Wildlife and Landscape Photography

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