Sales Marketing

LEWIS de SEIFE

** ******** ***** ****: 203-***-****

Greenwich, CT 06831 Email:

***.*******@*******************.***

Email: ********@*********.*** Web site:

http://www.cpgshoppermarketing.com

PROFILE:

Now a practitioner of Shopper Marketing, I led the Kraft Shopper and

Customer Marketing business for 8 years, as VP Customer Marketing,

receiving the highest rating ever given to an Advertising or Promotion

Agency by Kraft. My deep comprehension of shopper attitudes and behaviors

and what turns shoppers into buyers, translated Kraft's Brand Strategy into

integrated marketing platforms that drove consumer engagement and volume at

retail FDM, and club accounts fueling Kraft's customer marketing sales 16%

higher than in control markets. I created, negotiated and managed

sports/event property promotions that increased sales at Wal-Mart over 80%

in low BDI markets for Maxwell House coffee. I saved Unilever over 40 % on

a new product introduction while delivering a 40% greater increase in

sales. My leadership of a 6-member field organization in planning

developing, managing and implementing successful brand-building marketing

programs turned the customer marketing group into the most profitable group

at Guild, consistently delivering superior profit and sales gains through

keen Shopper Marketing insights, leveraging of Brand strengths, deep

Retailer knowledge, and solid leadership within Sales and Marketing teams.

CORE COMPETENCIES:

( Shopper Marketing ( Customer Marketing ( Retailer/Channel

Strategy

( Integration of Brand, ( Strategic Planning ( Market Research IRI,

Customer, ( Customer Planning Nielsen,

and Shopper Marketing Spectra, Syndicated data

Plans

( Consumer Promotion ( Customer ( Post Promotion Analysis

Concepts/Tactics

( Property Activation ( Merchandising Strategies ( Trade Spend ROI

at Retail

PROFESSIONAL EXPERIENCE:

CPG Shopper Marketing, Greenwich, CT

6/2005 - Present

Managing Partner, Shopper Marketing

Marketing Services include: Shopper Marketing, Customer Marketing, Account

Specific Marketing, Consumer Promotion.

. For a vitamin company studied path to purchase in-store. Discovered that

consumers were confused by shelf set. Recommended new shelving set which

increased sales 15%.

. A project for a breakfast food company revealed that not all retailers

are ready for shopper marketing, especially if there is a category price

war going on.

. Pharmacists Direct In-Store Shopper Marketing - Kroger, Duane Reade, Winn-

Dixie, Harris Teeter and other key drug retailers accepted the program

after the existing sales proposition was totally revamped and a new

strategic sales presentation to sell-in the program to major Drug chains

was developed.

. Kraft - Created guidelines to evaluate Kraft's African American customer

marketing programs and optimize reach and ROI return between Kraft

"ownable" properties and local grass roots events.

. Reckitt Benckiser - Increased display and feature ACV performance by 30%

by revamping go-to-market strategy, grouping all sub-brands together for

scale events that gave retailers a powerful incentive to place brands on

display. Recommended spending levels, and target accounts. Developed

customer marketing plans and 50 concepts for key brands in top 12

accounts. Created tactical plans which included customized couponing,

sampling, display and events for each key account.

The Guild Group, White Plains, New York

1997 - 5/2005

VP Customer Marketing

I established and managed the Guild Group's customer marketing practice,

building volume to over $3.5 million in fee revenue and the leader in

profitability. My responsibilities included the management of all of The

Guild Group's Shopper Marketing activity for all clients, including a 6-

member account team. I supervised the strategic development, planning and

activation of local, national and property marketing programs for the

retail grocery, mass merchandiser, club, drug, DIY, and convenience

distribution channels. I maintained top-to-top client relationships,

prioritized resources, managed vendor/supplier negotiations, developed

partner relations, established clear vision and ensured flawless promotion

implementation that is in line with the client's key business objectives.

Lewis de Seife

Page 2 of 3

Direct responsibilities included:

. Planning and oversight of all Guild Customer Marketing programs for

Kraft, Unilever HPC, Unilever Bestfoods, Planters, McNeil Labs, Hershey,

Welch's, Henson and Warner Bros..

. Identifying and developing key growth opportunities within the accounts.

. Developing cost effective Shopper Marketing programs with the retail

trade.

. Supervising all shopper marketing conceptual and creative development.

Key accomplishments:

. Built the Customer Marketing group from nothing, into the most profitable

group at Guild.

. Received the highest rating ever given to an Advertising or Promotion

Agency by Kraft, by delivering stellar results and outstanding client

service, which solidified Guild's position as Agency of Record for Kraft

Customer Marketing.

. Increased sales at Wal-Mart over 80% in low BDI markets for Maxwell House

coffee by creating a Wal-Mart 'retailtainment' in-store event, obtaining

previously unattainable pallet displays and features. Successfully

managed all elements of a local rodeo sponsorship program, developed

program from Nielsen, Spectra and panel data analysis, which established

Maxwell House's credibility with Wal-Mart.

. Lifted Planter's sales over 15% by developing a national turnkey Menu

Marketing account specific promotion platform, structure and processes.

. Saved Lipton over $600M out of a $1.4MM budget, delivering a 40 % greater

sales lift and improved key account coverage by over 50% by inventing new

in-store media analytics.

. Created and planned over 100 customer marketing programs per year for all

shopper marketing and scale activity for Kraft, including Ahold,

Albertsons, Food Lion, Fred Meyer, Hannaford, Ralphs, Hy-Vee, Publix,

Safeway, Vons and Winn-Dixie.

. Supervised the development of all Kraft Shopper marketing programs.

. Developed over 30 new in-store display concepts for the Nabisco/Coca Cola

partnership.

CRN International, Hamden, CT.

1995 - 1997

Director Trade Marketing

Responsible for the development and execution of co-equity trade marketing

for Ragu Foods, M&M, Mars, Campbell Soup, Reckitt & Coleman and Lloyds

Ribs. Managed and trained department staff.

Key accomplishments:

. Grew sales over 70% for Lloyds ribs by obtaining shelf reset from

processed to fresh meat department,

. Boosted sales over 35% for M&M Mars by developing and executing a novel

convenience store program.

JAMI Marketing Services, Pearl River, NY.

1993 - 1995

Director of Marketing and Sales Promotion

Developed marketing and retail programs for Campbell Soup, Coca-Cola, Darby

Pharmaceuticals and P & G.

Key accomplishments:

. Increased division revenues by 50 % by landing new clients and growing

spending from existing ones.

. Developed a marketing plan for the launch of a new nutritional

supplement, including: analysis of the competitive environment; pro-forma

P&L's; development of pricing, pack size, advertising, promotion, public

relations, product formulation and packaging strategies; a media plan;

and sampling.

Prior pertinent experience: Product Manager New Products, Twinkies,

Continental Baking, Product Manager No Nonsense, Area Sales Manager, No

Nonsense

Lewis de Seife

Page 3 of 3

EDUCATION:

. M. B. A. Columbia University - Marketing

. B. A. Brown University - Political Science

PROFESSIONAL MEMBERSHIPS:

. Founder and Chairman Westchester/ Fairfield Chapter Promotion Marketing

Association, 1995 - 2006

. Reggie Judge, Promotion Marketing Association, 2004, 2005

LANGUAGES:

Fluent in French (Grew up in France), working knowledge of Spanish and

German.

Contact this candidate