JORGE S NIERI

abmrey@r.postjobfree.com

**** ********* **

Knoxville, TN 37920 770-***-****

EXECUTIVE LEADERSHIP PRESIDENT / GM / VP

Marketing, Sales and Business Development executive with extensive experience in CPG,

Consumer-Medical, Professional and B2B in the US and overseas. Highly entrepreneurial using

classical marketing approaches managing risk/reward degrees of freedom to maximize results.

Demonstrated ability to create, market and sell business concepts, products, services and alliances

to industry leaders and consumers. Strategic, driven by consumer insights, savvy, tireless and

results oriented individual. Known for developing creative, insightful and resourceful solutions and

reinvigorating brands and categories.

Versatile background with in-depth customer, marketing and sales knowledge in these industries:

a) Medical Devices (Bayer, Beiersdorf)-Diabetes, Orthopedics, Vascular, Plastic Surgery

b) Consumer Packaged Goods (Procter&Gamble)-Health and Beauty products, Fragrance,Retail

c) Sustainable/Green Cleaning Chemicals (Midlab)-Medical, Foodservice, Hospitality,Jan/San,B2B

d) Consumer Durables (ClaytonHomes)-Entry, Aspirational and Niche SiteFinished Homes

Entrepreneurial, High-Energy, Intuitive Thinker, Consultative, Team builder, C-Level Sales

EXPERIENCE

CLAYTON HOMES, A Berkshire-Hathaway Co., Maryville,TN (2/2010 – )

(Clayton Homes is the largest homebuilder in the US. A vertically integrated organization spanning

manufacturing, retail, lending/mortgage and home insurance.2+B$)

Marketing Consultant (reporting to the CEO, Kevin Clayton)

• Developing marketing, product development and branding elements and strategies for growth.

• Building core competence within Clayton in Consumer and Products Research.

• Developing product and style screening formats to enable virtual product optimization by target.

• Clarifying brand structure and developing umbrella and sub-brand structure to maximize

PurchIntent.

• Identifying and evaluating nomers that do not have “trailer/mobile home” stigma for

opportunityMarket

MIDLAB, INC. A Keller Company - Knoxville, TN (12/2001 – 11/2009)

(Midlab is a leading manufacturer of B2B personalized cleaning branded solutions for distributors in

the foodservice, janitorial, hospitality, industrial/commercial and sustainable/green markets)

President

• Turned business around in first year. Created a vibrant and branded business out of turmoil,

declining sales, high customer turnover and lack of business definition. +230% top-line growth.

• Achieved double digit % sales growth year-to-year. Turned company from chronically

unprofitable to consistently profitable. Actively achieved + $1.8 million annual new account

business and effectively turned chronic account-churn into ~100% account retention.

• Developed,maintained and grew business relationships with key customers including

GuestSupply/SYSCO, Wyndham/Worldmark, BestWestern, Hilton, Kellermeyer, DadePaper,

Waxie, Mailender, ClarkProducts, Acme Paper, Golden Corral Restaurants, Maines Foodservice,

IJ/Reinhart Food, Conco Foods, IMA Foodservice and Network Services group to name a few.

Awarded SYSCO/GUEST vendor of the year 2008.

• Created positioning (Distributor-Owned National brand incubator--Guarantees to grow your

business) based on research . Proved effective vs JohnsonWax, EcoLab, Betco, Spartan, P&G.

Developed and launched a “one-stop-shop brand creation and refreshment” consultancy that was

a key component to Midlab’s winning go-to-market strategy and business success.

• Developed and trademarked value-added branding options for different industry segments:

o NATTURA (Eco/Sustainable),EatSafe (food/patron safety),SleepSafe (hospitality/guest safety)

JORGE S. NIERI

Page 2

BAYER CORPORATION, DIABETES – NY, Elkhart, IN (1999-2001)

(Bayer Diabetes Care, a subsidiary of Bayer Healthcare is one of the largest self-test diagnostic

businesses in the world, supporting customers in 100 countries, with sales over $1.5 Billion )

Director of Global Marketing and e-business ventures

• Created a new consumer-centric Branding and Loyalty program that increased customer

retention

and improved brand acceptance yielding a 5 point increase in EBIT (30$MM). Rolled

out with

promotion through major retailers (Kroger, CVS, Wal-Mart, etc) in the US, and via direct

mail (800#).

Worked as a business consultant across countries and operating teams maximizing

ROI.

• Devised Holistic Loyalty program moved beyond diagnostic/blood sugar monitoring

products and into

three key areas: Weight management (Nutrition/Exercise), Psychological needs, new

care options.

• Developed “one-stop-shop” web go-to-site for People with Diabetes using Qualitative

(Focus Groups,

1on1s) and Quantitative techniques. Defined a personalized consumer segmentation

model and

“spin-off” company model with 3 year ROI of 58% and EBIT 40% above Bayer legacy

business.

• Managed a 4$MM web development budget. Had planning and directing influence over

80+$MM.

BAUERFEIND USA Atlanta, Georgia (1997 - 1999)

(Bauerfeind is one of the leading global medical device manufacturers in the orthopedic and vascular health

segment, focused on maintaining and restoring health and mobility. Same category as prior employer.)

VP – Sales&Marketing Orthopedics and SPA Hosiery ($ 12 Million)

Developed a new consumer medical device Brand ( Spa Hosiery Collection) including

concept, copy media, product, packaging and launched with a new sales force into

medical retail and pharmacy trade in record timing. Set up import and re-packing

operations under FDA in record time. Met the #2 brand position objective in lead market.

Managed salesforce and indirect reps nationwide.

• Conducted “concept and use test” research to confirm and establish Spa Hosiery as the

#1 consumer

preferred brand versus competitive heavyweights such as Beiersdorf-Jobst, Medi, and

Julius Zorn.

This data was key in converting accounts and consumers to Spa via CRM/data based

marketing.

• Recruited, trained and developed a new sales force for Spa composed of 10 field and 1

inside

representatives. Created expanded coverage via ‘contract’ reps that sold Bauerfeind

Orthopedics.

Also managed Orthopedic sales and marketing of ortho-line to thought-leader

Orthopedic surgeons.

BEIERSDORF-JOBST, INC. Charlotte, NC (1994 - 1997)

(Beiersdorf-Jobst is the medical device subsidiary focused on leg and vascular health. Beiersdorf is

a multi-billion global company of branded consumer products for beauty care)

Senior Brand Manager– JOBST brand ($ 85 Million) and International Sales Manager

• Developed a new Jobst line-up (styles, colors, Rx level, sizes) named Jobst ULTIMATE

that

revolutionized the category and took Jobst hosiery into double-digit growth (20%) and

record

profitabilitythe overall company team (Marketing, Development,

Manufacturing/Operations, Sales,

Finance) yielding the most successful launch in company history (%Sales growth,

Product Supply

and Customer Satisfaction indices). Managed all marketing elements and Media.

Established new

database of users and recommenders and began cost-effective direct mail/CRM

campaign.

• Established and led a global team that re-applied the US learnings and launched the

Jobst Ultimate

brand in all major European countries within the Beiersdorf family of companies. Also

was Marketing

leader through two mergers and sales force integrations.

• Developed and introduced the “Jobst Leg Boutique” concept in Drug retail under a “Leg

Health

Center “ banner with supporting promotion and merchandising program akin to Hanes

Hosiery

tactics making Leg Health a new growing “cash and carry” business for them.

• Successfully changed the perception of Jobst by recommenders (MD’s – CV, Vascular,

IM,OB/GYN,

FP, GP, Nurses and the trade from “Jobst, Effective but Ugly” to “Jobst, Comfort,

Health and

Style”. Changed the product to meet consumer expectations of ‘”value-added hosiery”,

retained the

medical effectiveness, and marketed the product to promote health and feeling/looking

good.

JORGE S. NIERI

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BEIERSDORF-JOBST, INC. Charlotte, NC (cont)

International Sales Development Manager(Latin America, Europe, Asia) (1994 - 1995)

• Developed, recommended and implemented International Marketing and Sales strategy for

Phlebology

(leg care/circulation) and scar management products (plastic surgery). Tactics yielded

sustained

double-digit growth of over 60% in highly competitive markets such as Argentina and

Brazil.

• Based on strategy, identified and established key distributors in strategic countries in record

timing,

and developed marketing and media plans with them to launch and grow the business.

• Developed and recommended Global Branding and SKU assortment simplification for the Jobst

brand.

This led to my promotion and additional responsibilities as Senior Brand Manager, JOBST brand.

THE PROCTER&GAMBLE COMPANY, (1984 – 1993)

(Procter & Gamble Co. (P&G, NYSE: PG) is a Fortune 500, leading consumer goods global company.

P&G is the 8th largest corporation in the world by capitalization and 14th largest US company by profit)

Asian Hair Care/Global Haircare Category and Launch Osaka, JP (1988 - 1992)

P&G Hair Care Brands (Pantene, Sassoon)

• Designed and conducted “state of the art “ Brand mapping, concept development,

product and

package approach and launch plan model termed global ‘best practice’.

• Repositioned and launched Pantene and Sassoon in Asia and worldwide. Developed and managed

the consumer and market understanding program that led to a superior understanding of consumer

hair care needs and competitive landscape for the Asian market. This foundation was used to define

new brand market strategies and initiatives for Asia, and Global haircare that yielded market share

leadership with the combined Rejoy, Pantene, Sassoon line-up. Developed/managed Marketing

guidelines for Launch.

• Led the development, qualification and Launch of Asian Pantene Brand Treatment-

Conditioners

and Vidal Sassoon Brand, and the definition of the brand’s concept, copy, positioning,

media,

promotion, packaging and pricing.

• Pantene and Sasson became #1 brand and #2 brand in the category, Worldwide.

Trained and developed Japanese, Taiwanese, Thai and Philippine employees as effective

marketers.

Beauty Care Category Fragrance Global Manager ---Cincinnati, OH (6/1992 - 1993)

• Pioneered, established and managed an effective and resource-efficient global

fragrance

development system for P&G Beauty Care products, based on the pioneering work done

in Asia.

System yielded superior consumer understanding used to maximize brand acceptance,

trial /

repurchase, via superior product fragrances.

• Developed innovative, predictive and cost-effective, small base semi-quantitative research methods

for screening of concepts, formulae, and fragrances. Expanded the fragrance screening method

globally to reduce fragrance development cycle time by 75%, and consumer research costs by 70%.

Global Camay Brand Manager--Cincinnati, OH (1988)

• Led the first P&G global, multi-disciplinary team in the development and launch of regional Camay

line-ups (with global elements of consistency), inclusive of name, concept, versioning, fragrance,

packaging, formula and aesthetics.

• Based on preliminary results, approach and methodology was offered the key Hair care (a new

category for P&G at the time) role in Asia. Acted as a global consultant with the role of growing

brand globally, and local team development.

• Developed marketing guidelines for Camay worldwide for launch based on country development.

Food Products Group Leader --- Cincinnati, OH (1984 - 1988)

• Qualified and introduced the Crisco and Jif “ Freshness Seal” which became the preferred packaging.

• Designed and executed a test market of business-building display-ready containers for all food

products. Test market increased volume of 5-10%, damage reduction, and trade satisfaction.

• Repositioned butter-flavored Crisco, which resulted in improved consumer perception and business.

JORGE S. NIERI Page

4

EDUCATION

UNIVERSITY OF TENNESSEE Knoxville, Tennessee

Masters in Business Administration, magna cum laude – 1984

o

European Business Study Tour (Marketing, Logistics, Product Supply, and

General Management)

Bachelors in Chemical Engineering, cum laude

o

Tau Beta Pi National Engineering Honor Society

LANGUAGES AND INTERNATIONAL EXPERIENCE

o Fluent in English and Spanish

o Conversational Italian, Portuguese and basic Japanese

o Have conducted business or lived in the following:

o Latin America (Mexico, Brazil, Argentina, Chile, Colombia, Peru)

o Asia (Japan, HK/China. Philippines, Thailand, Taiwan)

o Europe (Germany, Italy, Spain, Portugal, Belgium, Holland, England)

REFERENCES UPON REQUEST

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