Mario M. Smith

Lewis Center, Ohio *****

abnwi9@r.postjobfree.com / 773-***-****

Professional Summary: Over twenty-five years of Innovation, Consumer Insights, New

Product Development, Product Management, Marketing Research, and Strategic

Planning experience within Fortune 500 corporate environments.

Strategic Marketing & Research Consultants, LLC January 2008-Present

Principal Consultant

-Consulted with major clients to synthesize their needs into actionable and cost-effective research strategies.

-Designed research and moderated focus groups to define opportunity segments and develop penetration

strategies for a major distributor of Carrier HVAC and plumbing equipment. Conducted strategic planning

workshop for TEC executive management and led team through actual development of the strategic plan.

-Developed new product concepts for Hanes, Champion Sportswear, and L‘eggs Hosiery consumer testing.

Adjunct Professor, Capital University School of Management January 2009-Present

-Teach undergraduate classes: Orientation to Business and International Business Environments. Leveraged

actual corporate experiences and case studies in course lectures to reinforce study topic comprehension.

Wendy’s International, Inc. Columbus, OH January 2006-January, 2008

Director, Core Business Innovation

-Implemented “Best Practices” throughout the New Product Development process, which contributed to the

effectiveness of cross-functional teams, leveraging of consumer insights and speed-to-market.

-Filled the pipeline with 415 innovative and profitable new products via the “Top-of-Funnel” process, derived

from attitudinal “Need States” and audience segmentation techniques. Developed concept screening technique

that utilized mapping to identify high-potential concepts, by plotting aggregate purchase interest measures.

-Leveraged intellectual property skills with “The Baconator”, resulting in 25 million units sold within the first

six months of market presence, for system-wide gross sales of $100 million..

-Led, managed and motivated the NPD matrix team throughout the stage-gate and innovation processes.

-Identified and implemented initiatives to enhance the customer experience, including the store environment.

-Redefined beverage and snack strategies via collaboration and benchmarking visits with supply chain members

such as Coca-Cola (energy drinks), Heinz Foods (condiments), and Proctor & Gamble (coffee).

-Drove innovation in organizational efficiency, facilitating the dismantling of functional silos via collaboration,

planning and communication. Received special recommendation from the CEO for these leadership efforts.

-Utilized “shadowing” techniques to mentor and train staff, thus contributing to their professional growth.

Marketing Made Simple, Inc. Chicago, IL January 2002-December 2005

President and Managing Partner

-Led three NPD teams through the Stage-Gate process at Advance Transformer Co. (Philips Electronics sub),

resulting in proprietary advantages that helped to de-commoditize the product line via innovation.

-Identified a total of $65 MM of new product opportunities for Advance via Top-of-Funnel process. Utilized

ethnographies to identify unarticulated needs in retail, industrial and commercial lighting environments.

-Moderated focus groups among key target audiences to develop break-through print ad campaigns.

-Established a competitive intelligence discipline that insured “leap-frogging” of the competition.

S. C. Johnson & Son, Inc. Racine, WI June 1997 – December 2001

Senior Research Manager: New Products (Jan 1999-Dec 2001)

-Led New Product Development via the Stage-Gate and Top-of-Funnel processes for the Air Care Business,

emphasizing consumer insights and trends on the “fuzzy-front end to spark creativity in ideation. Quantitative

techniques were utilized to identify market opportunities by segmenting both occasions and locations of use.

-Planned and developed “The Creatrium”…SCJ’s on-site Innovation and Ideation collaborative workspace,

which contributed to team-efficiency and cohesion through co-location of functional-area representatives.

-Qualified nine new product prototypes via BASES Concept/Product Fit tests, which resulted in projected Year

1 sales of $500 million at the factory level.

-Developed innovative qualitative “immersion” creativity method…”Sandbox focus groups”…for product

ideation and early guidance for rapid-prototyping efforts….contributing to speed-to-market.

- All nine innovative products for the Glade brand (including the “Oust” line) were commercialized.

- Conducted communications research for evaluation of advertising, and packaging for each new product.

- Directed efforts to apply Intellectual Property Asset Management to the new product development process, for

sustainable competitive advantage (from both a technology and marketing perspective).

-International experience via assignment to Milan, Italy for global coordination of new product innovations .

Senior Research Manger: Stretch Innovation (Jan 1998-Dec 1998)

-Benchmarked best practices of best-in-class companies to facilitate success of SCJ’s innovation

initiatives…including work environment, store environment and rapid prototyping technologies.

-Identified and investigated “white space” growth opportunities in markets with no current SCJ presence,

utilizing a process which merged technological patents, trademarks and consumer needs onto” maps”.

Research Services Manager (June 1997- Dec 1998)

- Managed the day-to-day activities in support of the Glade brand…e.g., developed insights from the voice of the

customer, advertising evaluation and tracking studies (ATU/AAU), brand equity and health studies, shelf impact

tests, segmentation analysis, product sensory evaluations (both lab-based and in-home), conjoint trade-off

analysis (concept optimization) and discrete choice (product line optimization) techniques.

Cincinnati Bell Telephone Cincinnati, OH January 1996 - June 1997

Product Development Manager

- Responsible for new product development and business case analysis for the residential and small business

markets utilizing the Kuczmarski New Product Innovation process.

- Participated on the project team responsible for launch of the FUSE internet access product.

-Partnered with Radio Shack to establish retail presence for telecom services, via packaging innovation.

Navistar International Chicago, IL February 1989 - April 1995

Manager, New Business Development August 1991 - April 1995

- Member of Navistar’s Business Team with responsibility for growth, such as strategic alliances/joint ventures

and development of “Next Generation” vocational truck prototypes and alternative fueled engines.

-Utilized Total Quality Management (TQM) in support of “Next Generation” truck project including Quality

Function Deployment (QFD), and Six Sigma techniques such as FMEA, DFMA and analytical hierarchy.

- Utilized “skunkworks” approach to minimize resource expenditures to prototype and introduce “Stepsaver”

Recycling Cab…the first low-profile dual-drive “walk-in” cab offered by a major OEM truck manufacturer.

Business Planning Manager February 1989 - August 1991

-Rejuvenated the strategic planning process, with enhanced emphasis on consumer needs and competitive

analysis. Opportunities were prioritized based upon detailed analysis of standard industrial classifications.

- Led completion of analysis and generation of key result areas for Navistar International’s strategic plan.

Forecasting scenarios were completed with the input of suppliers and channel partners, as well as the consumer.

- Executed Project 2000, Navistar’s first consumer advertising program targeted at small volume truck buyers

utilizing mass media and vertical marketing programs (combining both “push” and “pull” demand tactics).

Mead Johnson (Bristol-Myers Squibb) Evansville, IN September 1977-January 1989

Product Manager, Enfamil March 1988-January 1989

- Developed advertising and promotional programs in support of the $550 million infant formula business.

Responsible for directing the tactical efforts of two field sales organizations…Nutritionals and OB/GYN.

- Responsible for wholesale/retail trade activities, including packaging and package redesign.

Product Manager, Hospital Feeding Systems February 1987-February 1988

- Responsible for product lifecycle management and cost reduction efforts for the $35 million hospital feeding

systems and special infant formulas product lines. Reduced costs by 10% in both term and NICU nurseries.

Manager, Marketing Studies June 1984-January 1987

- Provided quantitative and qualitative data via primary marketing research studies and secondary data to line

management and executive staff. Leveraged syndicated data to better allocate promotional expenses.

- Managed a marketing studies budget of $1 million and managed a professional staff of

three market research analysts, two data clerks as well as secretarial support staff. Mentored and trained staff

which resulted in two analysts being promoted to brand management within two years of hire.

Analyst/Sr. Marketing Research Analyst September 19771-May 1984

-Responsible for research design, implementation, analysis and reporting of all quantitative and qualitative

studies among post-natal physicians Pediatricians/GP’s and FP’s.

- Coordinated all research for the infant formula, pediatric vitamins and cough/cold product categories.

Education

University of Cincinnati Bachelor of Business Administration 1977

University of Evansville Master of Business Administration 1979

Additional Training/Executive Education:

University of Michigan Management II Certificate 1984

The Wharton School Finance Certificate 1987

Strategy Implementation 1988

Product Development Manufactures Association 1999

Center For Creative Leadership 2000

Tom Peters Innovation Workshop 2001

Burke Advanced Moderator Training 1999

Pecos River Ranch Team-Building Skills 1995

Burke Market Research Institute (8courses) 1997-84

Honors and Achievements

Outstanding Young Men of America (1986), Who’s Who in Business (1994), Leadership Evansville Board of

Directors (1987), Kappa Alpha Psi Scholarship Ball Chairman (1984 & 1988). Who’s Who in Black Columbus

(2007). Member of Prince Hall Masonic Lodge #110.

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