Manager Sales
Resume:
NAME: ERIC RELYEA
CITY: MANHATTAN BEACH
STATE: CA
ZIPCODE: 90267
EDUCATION:
EMAILADDRESS: *.******@********.***.***
PHONEAREACODE: 310
PHONENUMBER: 623-1535
LASTUPDATED: 5/24/2001
ERIC RELYEA
769 26th Street
Manhattan Beach, CA 90266
(Work)
(Home)
*.******@********.***.***
EXPERIENCE
ACCENTCARE
7/99-Present
Vice President, Marketing
Created and executed marketing agenda for start-up business in the elder care
industry. Accomplishments: 1) developed Internet strategy, including managing
sitedevelopment and rapid launch within 90-day period, as well as, collaborating
withbusiness development team to maximize value of business partnerships and
leadingall partner integration efforts; 2) selected and manage public relations firm,
including analyst and press tour yielding New York Times feature article and
Gomez.com profile; 3) created branding strategy and collateral materials; and 4)
manage marketing function.
ALLIED DOMECQ
10/95-4/99
Vice President Marketing, Kahlua
Responsible for global strategic leadership for Kahlua, the company`s No. 2
priority brand, delivering net brand contribution in excess of $125 million per
year.Responsibilities included: 1) establishing and communicating core essence,
brandstrategy and marketing principles to National Marketing & Sales Company (NMSC)
management teams; 2) product and packaging, including line extensions; 3)
globaland regional brand-building initiatives; and 4) global brand performance.
Activities: 1) crafted international brand communications platform; 2)
revitalized consumer advertising via new creative and increased media impact; 3)
partneredwith NMSCs to secure funding required to reenergize brand; 4) raised profile
andexpanded range of ready-to-drink products; 5) led Kahlua Surfing program,
including sponsorship of ASP Women s World Tour; 6) led development of Kahlua Internet
(finalist, London International Advertising Awards) and Intranet sites; 7) led
development of brand-identity manual; 8) introduced shrink-wrap and Pre-Columbian
packs to drive off-shelf display and trigger impulse purchases (shrink-wrap pack
received Mobius Advertising Award); and 9) championed Kahluaccino, a frozen
coffee drink (earned Allied Domecq Award For Excellence).
Results: 1) volume up 7 percent in fiscal year 1998 and Kahlua cited as sixth
fastest growing spirits brand by Drinks International; 2) aggressive Asia/Pacific
regional development program launched in March 1998; 3) brand development in
Japanaccelerating, with volume growth of over 30 percent; 4) Phase 2 of U.S.
revitalization launched in Spring `99 (earned Allied Domecq Award for Excellence for
Phase 1); and 5) Kahlua Drinks-to-Go line extension reached 1,000,000 cases and
received Impact Hot Brand Award for 1998.
AVERY DENNISON, OFFICE PRODUCTS GROUP
3/94
-10/95Director, Marketing & Sales Planning, K&M Division
Responsible for Binders (annual sales of $175 million) and Organization &
Presentation Products (O&P; annual sales of $75 million). Reported to general manager
and served on senior management committee.
Accomplishments: 1) built department of 12 marketers; 2) increased Binders ROTC
from 4 percent to over 20 percent; 3) championed O&P product development
initiatives and key account programming that yielded over 25 percent growth rate; 4)
introduced CD-ROM product line that delivered over $10 million in sales; and 5)built
alliances with design partners to gain access to new products.
MATTEL TOYS
1/92
-1/94Director, Marketing - Disney Infant & Preschool Toys
Recruited to turn around this core brand (annual sales exceeded $100 million),
which suffered from low awareness, weak image, limited differentiation and poor
price/value.
Accomplishments: 1) created new advertising campaign, full line packaging and
integrated line look; 2) executed tactical plan that reversed downturn in retail
sales and established base for re-launch effort; 3) executed profit improvement
program that yielded 8 point margin gain versus prior year; 4) capitalized on new
character licenses (e.g., Lion King); 5) directed development of 1994 product line
that delivered 50 percent volume growth; 6) established 3-year development plan
that leveraged emergence of Winnie-the-Pooh property; 7) worked with Disney to
shorten approval process; and 8) served as primary interface with attorneys
handling FTC inquiry into Fisher-Price aquisition.
Position eliminated due to Fisher-Price acquisition.
ALLIED LYONS
10/88
-12/91Division Marketing Director,
Kahlua
Promoted to
Division Marketing Director, October 1990. Reported to president
ofThe Kahlua Co. and was responsible for managing the strategic development
Kahluain North America and the Pacific Rim. Areas of responsibility included: 1)
setting annual and three-year business plans for the territory; 2) monitoring
distributor performance against plan and providing assistance and guidance as needed;
and 3) providing strategic direction to distributors, agents and Allied Lyons area
representatives.
Accomplishments: 1) launched new advertising campaign, convenience-store
distribution drive and on-premise program in Japan; 2) worked with local market
representatives to control flow and minimize impact of parallel imports into Japan; 3)
led brand repositioning program in Australia and New Zealand; 4) established and
chaired North American task force to exploit cross-market opportunities; and 5)
worked with president to develop and present long-range strategic plan that
includedU.S. market investment proposal.
Brand Manager, Ballantine`s Scotch Whisky
Responsible for development and execution of annual marketing plans for
Ballantine`s Scotch, Cognac Salignac and Grand Macnish Scotch, with primary focus on
Ballantine`s, the company`s top priority brand. Integrated Ballantine`s into new
distribution company, while also driving U.S. repositioning for the brand.
Accomplishments: 1) advertising campaign awarded Clio for Best Beverage Alcohol
Print; 2) established and executed multi-tiered incentive program; 3) conducted
national sales meeting and major market tour; 4) instituted direct mail program
tobuild ongoing dialogue with consumers; 5) executed interactive golf promotion
with British Open overlay; and 6) built bond with brand owner in Scotland.
BEATRICE/HUNT WESSON
10/85
-10/88
Marketing Manager, Rosarita Mexican Foods
Managed consumer communication, product development and line maintenance
programs. Additionally, provided input for ongoing pricing, forecasting and trade
spending decisions. Executed re-stage of Sauce line, established new Anglo and
Hispanic advertising campaigns, and introduced Refried Bean line extensions.
Marketing Manager, Orville Redenbacher`s Gourmet Popping Corn
Developed new products for popcorn based snack foods business segment.
Transferred to Rosarita, October 1987.
Product Manager, La Choy Oriental Food Products
Managed consumer and trade support programs, and forecasting. Successfully
reduced trade spending without impacting volume, and staged distribution drive that
regained business lost during sales force transition. Managed introduction of
multipurpose sauce line. Promoted to Orville Redenbacher`s, October 1986.
SEVEN-UP FOODS, CITRUS PRODUCT DIVISION
5/85
-10/85
Product Manager, Juice Up
TOMY CORPORATION
10/83
-5/85
Product Manager, Girls Toys/Dolls
JOHNSON & JOHNSON, PERSONAL PRODUCTS DIVISION
5/82
-10/83
Marketing Assistant
EDUCATION
THE WHARTON SCHOOL,
UNIVERSITY OF PENNSYLVANIA
M.B.A. Degree,
May 1982.
Dual concentration in marketing and finance
.
POMONA COLLEGE
B.A
., Philosophy, May 1978.
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